U.S. HISPANIC
The Total Market is dead
Maribel Ramos-Weiner| 24 de septiembre de 2020
Gonzalo Del Fa GroupM
The second day of the 18th Annual Hispanic Television Summit was dedicated to brands, advertisers, and the media. Gonzalo Del Fa, president of GrupoM Multicultural and Chairman of the Culture Marketing Council (CMC), began with the talk State of The Industry Address: How Hispanic TV Is Raising Our Latino Voices, in which he emphasized that endemic media play an essential role for communities (he explained that what is considered endemic media are those publishers who distribute content made by the community and for the community).
“Nothing can be more relevant than the one who represents his community,” he explained and added that effectiveness can only be reached when you are authentic and relevant.
Del Fa was categorical when indicating that the Total Market “is dead”. There are similarities between the different groups of consumers, but there are also peculiarities. If you are not being relevant for these multicultural segments, you are not connecting with them. Multicultural consumers have proven that endemic media play an essential role.”
