MERCADEO Versión en español
Carlos Santiago from AHAA: The Hispanic market can be a decisive factor in business success
Manuela Walfenzao| 12 de noviembre de 2015
Carlos Santiago, presidente del Comité de Investigación de la AHAA y CEO de Santiago Solutions Group
AHAA The Voice of Hispanic Marketing revealed a study during the 17th edition of the ANA Multicultural Marketing & Diversity Conference, that shows a positive connection between the allocation of advertising aimed at the Hispanic market and the general growth of revenues in the insurance and financial service sectors. “This information is convincing, the data reveals that the Hispanic market can be a decisive factor in business success” said Carlos Santiago, President of the Research Committee of the AHAA and CEO of Santiago Solutions Group. “Insurance companies and financial services want to win not only some market share among their competitors, they also want to provide growth and stability for their investors, which is why investing in Hispanic marketing is a clear strategy to reach both objectives”. Financial service and insurance companies allocated almost US$100 million in four years to advertising in Hispanic media, which represents twice as much as the increase in advertising allocated to media in English. Changes in the allocation of ads for Hispanic media represent approximately 22% of the change in the category for organic growth of revenue. This sector invests a total of US$352 million in advertising in Hispanic media, a 35% increase since 2010. State Farm leads the investment, with 22% (US$109 million). Wells Fargo, Nationwide, Allstate, JPMorgan, Chase, American Family, AFLAC and MasterCard follow close behind.
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