MERCADEO Versión en español
Jeremy Goldman from Firebrand Group: Advertisers Must Have the Right Information to Connect with Hispanics
Manuela Walfenzao| 22 de agosto de 2017
Los hispanos son marginados por las marcas, a pesar de que representan un sexto de la población de EE UU
Jeremy Goldman, founder and CEO of Firebrand Group, wrote an article on Inc.com titled: Brands That Ignore The Hispanic Market Won’t Survive, where he points out that this demographic group remains underserved by brands, despite currently representing one-sixth of the US population, and being responsible for 51% of the population growth in that country between 2015 and 2020. Goldman explained that, according to Parker Morse from H Code Media, although Hispanics tend to consume more content in English than in Spanish, the easiest way to reach them is through Spanish-language media. Meanwhile, a Google report on how to reach Hispanics online highlighted that it can be done by leveraging both English and Spanish terms and developing ad campaigns in English and Spanish” he said. “But this poses problems for agencies, as it requires not only a facility with the language but an understanding of various Spanish media outlets and how to navigate them” he added.Another problem is the difficulty to know if someone is Hispanic. “Most brands that target Hispanics have had to rely on poor quality third-party data, based on last names, census data, and other inexact methods of identification” explained Goldman. Besides, haven´t been able to place ads that reach that group.According to Goldman, the most recent trend among advertisers has been to try to personalize the consumption process, so that it adapts to our individual needs. However, this only works if you have the right information. “Brands that are equipped with the right information -and strategies- to connect with the Hispanic market have a good chance of winning greater market share than their competitors” he ended.
