MERCADEO Versión en español
AHAA leads marketing coalition to define the Total market approach
3 de septiembre de 2014
Bill Duggan, VP ejecutivo de ANA
Multicultural populations are driving 84% of the population growth, are fueling 81% of the American employment growth and account for 43% of the purchasing power in the top 10 markets. With statistics like these marketing practices are evolving, and they have been grouped under the global term of Total market.A year ago, AHAA: The Voice of Hispanic Marketing, in collaboration with the Association of National Advertisers (ANA) and the Asian American Advertising Federation (3AF), brought together clients, agencies and associations in order to define an integrated strategy in order to boost growth. This coalition studied various models to develop the following definition of total market:”A marketing approach followed by corporations with internal and external partners worthy of confidence that proactively integrates considerations of various segments. It is done from the beginning to the whole strategic process and implementation in order to improve the value and effectiveness growth. In business communications, this may result in a fully integrated multicultural integration, approaches to individual segments, or both in many cases, but always aligned on a global strategy.””The total market is a growth strategy that should be studied by almost by all traders,” Bill Duggan, Executive VP of ANA, said. “However, care must be taken both in terms of strategy and execution as the total market is as simple as complex.” During the next annual conference in Miami ANA, AHAA will present the results of the first study to examine how measurement and modeling of the Hispanic ROI have evolved to establish the impact of this segment within the total market approach.For more information, click {here;http://ahaa.org}.
