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Dorinda Walker From Prudential: Total Market Means Managing The Cultural Continuum Of Dedicated And Integrated Marketing
Manuela Walfenzao| 5 de abril de 2017
Walker: Hacemos un muy buen trabajo para conectar nuestros mensajes a través de culturas y géneros
For Dorinda Walker, VP Consumer Strategy and Key Initiatives at Prudential Financial, Multicultural division in the U.S., Total Market strategy means managing the cultural continuum of dedicated and integrated marketing to really reach the audience. “So, you have that integrated and dedicated marketing piece, where integrated is looking at insights that really go across culture, like saving for retirement, sending the kids to college, buying a home, all those things that are intrinsically important to all Americans” she said at 2017 Hispanicize CMO Summit. She said that there is a lot of mix definition about what Total Market strategy is. “I’ve seen some companies simply replace their general market with what they call a Total Market approach and just put a few ethnic faces to the same marketing and that’s not a Total Market strategy.” Regarding their strategy for the Hispanic Market, Walker explained that their research has shown there is a serious lack of education around this whole concept of retirement and saving long term, so they focus in creating an education platform to provide the financial education and resources needed to help Hispanics plan for the long term. “And if you are single, if you’re married, if you’re in a sandwich generation where you’re taking care of your elderly parents and your children, we want to be that financial provider of choice” she concluded.Watch video
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