Mario Carrasco From Thinknow Research: Multicultural Marketing Does Not Operate In A Silo

Mario Carrasco, Co-Founder at ThinkNow Research, wrote a comment on MediaPost about the third edition of Google’s Multicultural Marketing Forum, that took place in New York and whose theme was Marketing in a Multicultural World. He explained that the event doubles down on the shifting demographic reality in the United States, informing attendees -primarily marketers and researchers- that multicultural marketing does not operate in a silo. “It is a larger paradigm shift that all brands should acknowledge, especially when looking at younger generations such as cross-cultural Gen Z” he said.Carrasco’s company partnered with Google to track a representative sample of U.S. Hispanics and non-Hispanics via a passive tracking app on their mobile and PCs. The goal was to understand how U.S. Hispanic search behavior compared to General Market search behavior.“One of the key takeaways from the research was that bilingual Hispanic Millennials are search superstars compared to other cohorts” he pointed out. Carrasco highlighted some of the talks in the event. Margie Bravo revealed the secrets of how to get senior-level executives at large organizations to buy into the importance of multicultural audiences for top line growth. Nikki Newsome, Group Director at OMD USA, talked about a case study on how State Farm connects with Hispanics by understanding their audience and being intentional about engaging with them in ways culturally meaningful to them, using actionable research as the foundation of their strategy.