MERCADEO Versión en español
Carla Eboli from Dieste: Annual AHAA considers brands focused on the Hispanic consumer key for their growth
18 de abril de 2015
For Carla Eboli CMO at Dieste, the use of the term total market is equivalent to a trendy job, but she warns people to be cautious when applying it, since it can become a limitation for agencies. In a conversation with PRODU, she points out that in theory, total market is like a holistic approach, in which all the actors are integrated, but in practice a dangerous assumption is being made.”It is taken for granted that there is a common commercialization problem in all multicultural segments. However, it is not a matter of marketing, but of having different barriers. In these situations, appealing to total market will not solve the problems”, he says.Eboli explains that this will be one of the challenges to be demystified in the annual AHAA conference, which will have in its transversal axis the aim of Redefining Relevandce, which means that brands and agencies that wish to maintain their relevance and increase their business in the market of the future, must understand the Hispanic market.”We have the best array of loudspeakers. Brands focused on consumers, such as Heineken and Target, and media companies like Pandora and IHeartMedia, all understanding the importance of the Hispanic and multicultural consumer for their growth”, he says.As for those brands that are handled inhouse, he considers that it is not applicable to everyone, since in some cases it would mean staying behind regarding the strategic development process. When a brand hires an agency, it benefits from a complete structure and the deep knowledge and consumer comprehension as a whole, not just in one category.
