MERCADEO Versión en español
Sensiss Jose Villa: Hispanics define the marketing models of the future
Patricia Molina| 28 de agosto de 2014
Jose Villa, fundador y presidente de la agencia de publicidad multicultural Sensis
For Jose Villa, founder and president of the multicultural advertising agency Sensis, the appearance of the Total Market approach began a heated debate in the industry about which marketing model makes more sense compared to other schemes such as the 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 questions.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 says it was essential to have two things clear: the geographic distribution of the emerging Hispanic markets and Hispanic millennials are the Hispanic consumers of the future.When you look at the emerging Hispanic markets, we see that Hispanics are increasingly migrating to non-traditional markets, strongly driven by the Hispanic millennial. Therefore, the expert proposes two models to see two Hispanic markets: Intercultural Approach to merge the mega-markets and 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. To read his full analysis, visit {Dos Modelos para Dos Mercados Hispanos;http://www.mediapost.com/publications/article/231633/two-models-for-two-hispanic-markets.html}. (Two models for two Hispanic markets).
