Villa: El mercadeo efectivo para los jóvenes latinos requiere un cambio de pensamiento
President and Founder of Sensis, José Villa, thinks Hispanics aged between 21 and 37 years old are a critical and very coveted segment of this market in the U.S. In his latest collaboration with Media Post, he points out the strategies to reach this group, which currently represents 27% of Hispanics and is growing thanks to immigration. “If you are focused on the Hispanic market in 2016, you are basically interested in millennials.””Most marketing to Hispanic Millennials fails because it is focused on what I call the three pillars of irrelevance: Traditional, in-language advertising — mostly on Spanish-language media; paid, interruptive advertising; episodic campaigns usually around major “seasons” or events” explained Villa.This group´s consumption habits have changed, now most are bilingual and consume content on digital platforms, using ad blockers. The approach Villa proposes is through content marketing. “Content is king in reaching Hispanic millennials. The definition of this concept is the creation and distribution of useful and valuable content that consumers choose that leads to demand for a product or service. Consumers must genuinely want to consume the content. It must positively impact demand” says Villa. “Effective Hispanic Millennial content marketing requires a shift in mindset from advertising to publishing. Brands and their agency partners need to embrace a digital studio model of creating high-volume, cost-efficient, digital multicultural content.”
