ANA Day 1: From General Market or Multicultural Market to “Total Market”

It has been 10 years since the ANA Multicultural Conference was launched. James Speros, SVP, CMO of Fidelity Investments, highlighted how important the multicultural market has become during the panel “The Multicultural Marketing Journey: Milestone and Opportunities." The panel initiated Day 1 at the 2008 ANA Multicultural Marketing Conference in Boca Raton, Florida.

Speros highlighted that 95 million Black, Hispanic and Asian consumers living in the U.S equal the 12th most populous country in the world.  As a reflection of how much the Hispanic market has grown, Speros noted that in 1998 the circulation of People en espanol was 200,000 while in 2008 the publication reaches more than 6 million people.

Speros later told Portada that the main issues facing the Multicultural Advertising and Marketing field include: Marketing Accountability, Analysis of Customer Experience, and Customer Experience Marketing.

After the initial session, an interesting case study on how Bank of America “Integrates Multicultural into the Broader Business” was presented by Anne Saunders, Brand and Consumer Marketing Executive of BofA. Several marketers on the client side present at the conference noted that terms like “General Market” and “Multicultural Market” should increasingly be replaced by concepts like “Total Marketing."


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.