@Portada’s Evolving America Summit: Total Market is just another way of saying we live in a Multicultural U.S”
The relentless multiculturalization of the U.S. and why it is indispensable for marketing and entertainment decision makers to incorporate a multicultural lens was a key theme at the "Kick-Off Star Panel" moderated by Roberto Orci, CEO Acento Advertising.
One of the sentences that best expressed the prevailing mood in the room, was when Michael Schwimmer, CEO of NuvoTV said that "Total Market is just another way of saying we live in a Multicultural America".
Zach Rosenberg, EVP, Chief Growth Officer at Horizon Media, noted that "Hispanic marketing" may be temporary a temporary term as marketer's approach should be increasingly about marketing in a multicultural nation as opposed to just to one segment. Rosenberg added that social listening is a huge component of Horizon Media's multicultural marketing programs. The Horizon Media executive also noted that internal learning seminars play a very important role when it comes to teach Horizon Media employees about multicultural marketing.
One of the main challenges is to attribute Hispanic or Multicultural consumption to a particular media expenditure.
"Before it was only Univision and Telemundo, nowadays it is much more complex to reach Hispanic audiences," Monica Gadsby, CEO Americas, Starcom Media Vest Group said. Gadsby emphasized that one of her main challenges is to attribute Hispanic or Multicultural consumption to particular media expenditure (ad investment) for which she works with providers such as Nielsen.
Jill Byron, SVP, Marketing & Communications at Mode Media ( the former Glam Media), a digital media company whose properties include the Glam en espanol Fashion and Style site said that research they made shows that 60% of Mode Media's Hispanic audience said that "English-language only content" does not meet their needs.
Check out the first pics:
The Portada Evolving America Summit at Digital Hollywood was held last Tuesday at the Ritz Carlton, Marina del Rey, CA. Here are the first pics of the event: