Lopez Negrete: Escuchamos, aprendemos y lideramos acciones de marca
Manny Ruiz, CEO & Founder Hispanicize Media Group and Alex Lopez Negrete, President & CEO at Lopez Negrete Communications, held an online conversation posted on Facebook called: “The Hispanic Market is Alive and well, thank you very much.” During the exchange, Lopez Negrete said that Latinos tend to be social creators “we create our own content because people are not creating content for us” referring to how the incredible growth in the digital and social media space will impact the Hispanic market. “We actually surpass everybody in the ownership and the usage of smartphones, tablets, and digital and social platforms” said Lopez Negrete. He added that Latino post approximately 35 times more than non-Latinos every day, and that shows digital and social engagement, and that there is a thirst, a real hunger for relevant content on digital and social platforms. “As a marketer, I see that as big blue sky, as a huge opportunity to engage.” he explained. Lopez Negrete also referred to a study released recently by Latino Donor Collaborative about the Latino GDP in the U.S. According to this study, the GDP generated by Latinos is US$2.15 trillion, which means that if it was its own country it will actually be larger than India. He also said that the other fact that raises a lot of eyebrows is that Latinos account for 70% of the U.S. workforce increase on the first half of the decade. More than a Trump effect affecting the Hispanic marketing and agencies, for Lopez Negrete in the last 10 to 15 years the advertising industry went through such an aggressive era of consolidation that he thinks it hurt the level of debt and affected the lens by which clients were looking at the marketplace. “I think that marketers are waking up and saying: ‘ok, the whole total market thing didn’t work’. So, I think renaissance is about to happen.”
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