September 14, 2009

Gustavo Ross: “Looking for the Long Tail Latin-American Consumer” [2-B]

Gustavo Ross, president of the digital agency Activ@Mente, argues that it is crucial that advertising agencies and researchers embrace dynamic segmentation technologies that profile media consumption individually (per individual consumer as opposed to the “average consumer”). Only this approach will provide advertisers the information they need to implement efficient advertising campaigns. Is Ross’ point being taken into account in the Latin marketing space? Are U.S. Hispanic advertising agencies doing the right job for their clients or are they doing the easy thing which is to only target the “average consumer”? Comment on this article and let us know what you think… (Lea aquí la versión en español de este artículo).

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