MERCADEO Versión en español
Tono Studios Raquel Ramírez: The total market is a trend that will help diversify markets
Patricia Molina| 1 de mayo de 2014
Ramírez: Considero que Tono ha sabido mantener la lealtad de los clientes
Raquel Ramirez, founder, VP and CEO of Tono Studios believes that today, you have to dare”. To the executive, in the Hispanic market there are many good ideas but unluckily, there are also many fears of the generations. “I relieve that today we can tap in this market using the new technologies and social networks. We have an open world thanks to those networks. We have to dare”, she added. As for the total market, she thinks it is a program to reach all consumers in general, regardless of their ethnicity. She also said that currently there is a lot of controversy about this matter, but she undoubtedly believes it is a trend that will help diversify all markets. “Its a matter of adaptation and patience”. Its no secret that the Hispanic market in the USA EE UU is very diverse; however, Ramírez told PRODU that clients havent still invested enough time and money to get to know it deeply and tap in their benefits. As an example, she assures that “campaigns might be created entirely in Spanish in a way that Hispanics feel respected and establish a connection with their cultural background”. The problem is that many American companies continue to place Hispanics in stereotypes. “They keep forgetting Hispanics have a very big purchasing power”. To conclude, the Tono Studios founder believes the advertising industry has not evolved 100% from the beginning of the social media boom, but it is growing extremely quickly.
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