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José Villa From Sensis: The Deceleration Of The Hispanic Market Is Caused By The Combination Of The Trump And Total Market Effect
Manuela Walfenzao| 28 de julio de 2017
Sensis: Los hispanos continúan otorgando un alto nivel de importancia a la educación
José Villa, Founder and President at Sensis, wrote an article in MediaPost analyzing the slowdown that has occurred in Hispanic marketing in the first half of 2017. He explained that many in the industry attribute it to political reasons, or the so-called “Trump effect” that may be affecting the sentiment of corporate America in relation to the Hispanic consumption market. But according to the analyst, this is not the only issue. “As with so many other major changes in the economy, it is the combination of the Trump Effect and the Total Market Effect that is really at the root of the Hispanic marketing slowdown we’re all experiencing. These trends are feeding off each other” he said. but he warned that this is an opportunity that savvy marketers can exploit. Villa explained that the ‘Total Market effect’ is the result of the U.S. marketing industry embracing the “Total Market Approach for more than five years “while the industry has largely embraced a simplified version that integrates all marketing efforts, effectively reducing separate multicultural or Hispanic-only programs” he highlighted.Additionally, Villa indicated that the shifting have helped to accelerate the acceptance of the Total Market Approach. According to the latest Geoscape GIS data, 46% of the U.S. Hispanic population is highly acculturated. “The argument is simple: a young, acculturated Hispanic population is best reached via a Total Market Approach.”
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