La guía está disponible en la web de AHAA
According to AHAA’s 2017 Guide to the Hispanic Market, one of the trends advertisers should take into account is that brands will reverse the false unique model of Total Market. According to research, says the report, those brands that have tried to simplify their marketing focus using the umbrella of a single campaign for all the segments have suffered losses with campaigns that don’t render the same ROI than their segmented approaches. According to the AHAA Guide, many brands have been fooled by their main agencies, under the premise that acculturation and segmentation are dead, and that these mistaken Total Market versions save them money. But they warn that this will make them lose market quotas. The new main current demands, as a minimum, inclusive campaigns, according to AHAA. It recommends brands to approach their consumer segments with the appropriate approach. “True market penetration comes both from the lens of a new main marketing current, as from the lens of the segment; a true Total Market strategy requires a campaign with cultural hues, as well as those for integrated segments, still relevant.” The Guide highlights that currently Hispanics represent 25% of the U.S. population under 9 years old and 20% between ages 10 and 39, that are digitally expert consumers who are connected via mobile and online. This is why they forecast an increase in the expense on multicultural media in the next two years, as well as Hispanic agencies winning more awards than ever and brands resuming the inclusive Total Market business model, inclined towards multicultural consumer perceptions.
