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Hispanic CMO, presented by López Negrete Communications 2016 Edition
Their roles have expanded, and continue to do so, so that broad spectrum of the entire marketing organization has an
understanding of the multicultural
business,” he says. “As marketing
becomes more complex and more
diverse, numerous companies are
including multicultural into their
brand marketing under a so-called
‘Total Market Approach.’ This often
is coming at the expense of targeted
in-culture efforts. Yet, it has been proven time and time again that this tradeoff has been detrimental to achieving full brand growth.”
In Dávila’s view, the embedding of multicultural efforts into the broad advertising plan for a brand is one of the truest essences of accomplishing a “total market” action. Otherwise, the brand risks negating their multicultural initiatives altogether.
“It is really about an ‘and’ conversation, and not about decimating and cutting,” he says.
That brings us to a whole other symptom of how some companies are implementing a “total market” approach: the election of efficiencies over intelligence.
“I believe there is a great deal of confusion in the marketplace on how to develop and implement a ‘total market’ approach,” Dávila says.
DON’T FORGET YOUR PAST ACHIEVEMENTS
The biggest pitfall for marketers in their quest to achieve “total market” success has seen the inclusion of the multicultural point of view in broad marketing concepts and brand execution, only to have CMOs make the mistake of taking it away from the discussion of past efforts, Dávila notes.
This has the dangerous consequence of limiting a brand’s sales, consumer awareness, and health attributes.
“Companies have a greater desire today to better understand the ‘total market’ concept – what it is, what it is not, and the potential pitfalls surrounding ‘total market,’” Dávila says.
Dávila outlines four things that must be present for a successful “total market” approach:
• Commitment from the top
• Ensuring that multicultural marketing is embraced by the “total organization,” for accountability
and for responsibility
• Guaranteeing that multicultural marketing is not just relegated to the multicultural marketing
department
• Making sure that multicultural marketing is an ongoing process, and not just a short-term test
“As marketing becomes more complex and more diverse, numerous companies are including multicultural into their broad marketing under a so- called ‘Total Market Approach.’ This often is coming at the expense of targeted in-culture efforts. Yet, it has been proven time and time again that this tradeoff has been detrimental to achieving full brand growth.”— Gilbert Dávila