"Hispanic Agencies Eye Future: If anyone who attended the Association of Hispanic Advertising Agencies 23rd semi-annual meeting last week thought that marketing aimed at Latinos has flat-lined, it's the premise that's dead, not Hispanic advertising."
http://www.adweek.com/aw/regional/east/article_display.jsp?vnu_content_id=1003667943
My comments:
Yes, the traditional notion of Hispanic marketing is dead. But so is the traditional notion of main stream marketing. Hispanic advertisers tend to focus on what has made them money in the past - creating and selling advertising on Spanish-language television. For traditional Latino agencies, print is the forgotten step child and interactive is wholly misunderstood.
I recently attended the eMetrics Marketing Optimization summit in Washington, DC. with luminaries from Google, Microsoft, AOL and Yahoo in the mix. I met not one person who has anything to do with Hispanic advertising. I don't find that surprising given that most Latino advertisers focus on general Nielsen numbers and stereotypes to sell television time.
Web analytics is about marketing optimization. Getting through the data to find out the real reaction of consumers, not trite marketing collateral.
No comments:
Post a Comment