'Hispanic Market Overview 2014 Edition' Released
April 28, 2014 at 6:46 AM (PT)
In a new report, "Hispanic Market Overview 2014 Edition," Consultant ADAM R JACOBSON asks, "Is all of the endless chatter about 'total market' total BS? Is the advertising and marketing industry’s infatuation with millennials completely daft, since these consumers are more likely to have crappy jobs and far less money to spend on anything when compared to their parents and grandparents? Is it time say “So long and -30-” because Hispanic marketing and advertising has peaked and is starting its slow, painful slide downward?"
JACOBSON continues, "After spending four months preparing the fifth annual Hispanic Market Overview by engaging some of the industry’s top thought leaders in debate and pouring through pages of Excel spreadsheets, the answer is an easy one. Um, I think not. There’s a clear need to fully understand 'total market' approaches. What this report seeks to define is what a 'total market' approach is. How have agencies and Hispanic media companies tackled the buzzword of the year when meeting with clients about their Hispanic market strategies? We’ve gotten exclusive responses from six agency heads on the eve of the ahaa 2014 Annual Conference at the EDEN ROC HOTEL in MIAMI BEACH."
"We also discuss the coveted Latino millennial, and why they are important as influencers and are social media leaders," adds JACOBSON. "At the same time, we look at how the Hispanic consumer is at the forefront of swift changes in how we consume media, and why the debate of ‘Hispanic’ versus ‘Spanish-language’ needs to be put to rest once and for all. Lastly, for the first time we present Hispanic consumer data from EXPERIAN MARKETING SERVICES that provides the reader with more unique content than ever before. What does the future hold for the U.S. Hispanic market? I’m no soothsayer, but I’m a bit more convinced that in 2024 we’ll still have Spanish-language media. We’ll also have a whole lot of English-language media specifically targeting the Latino consumer. And that’s exciting."