MERCADEO Versión en español
Sensis Jose Villa: Hispanics will define the marketing models of the future
Patricia Molina| 24 de septiembre de 2014
José Villa, fundador y presidente de la agencia de publicidad multicultural Sensis
For Jose Villa, founder and president of multicultural advertising agency Sensis, the focus on Total market began a heated debate in the industry about what marketing model makes more sense compared to other schemes such as multicultural marketing or intercultural marketing. “I believe, and many of my colleagues in the industry agree, that the three models are relevant today. However, the question is whether any of these marketing models is the model of the future,” he questioned.Villa says the answer lies in the future of the Hispanic market, the largest ethnic group in the United States and that drives most multicultural marketing trends. Therefore, he said it was essential to have two things clear: the geographical distribution of the emerging Hispanic markets and that Hispanic millennials are the Hispanic consumers of the future. By looking at the emerging Hispanic markets, we can see that Hispanics are increasingly migrating to non-traditional markets, strongly driven by Hispanic millennials. Therefore, the expert proposes two models to see two Hispanic markets: the intercultural approach to fuse megamarkets and the multicultural approach (ethnic-specific) for emerging markets. The appearance of two Hispanic markets can make marketing efforts more complex, so new strategies are needed to reach the ever growing Hispanic population, he concludes.
