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Sounding-Off Latin America

Claudio Perez-Korinko: Community Banking and Low-Income Latino Consumers

If you are in the community banking business, I would assume that you know by now that you have Latinos purchasing houses, cars, clothing, groceries and overall working within your community. So, the question that comes to mind is simple, are you opening the doors of your bank for this potential client?

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).

Gustavo Ross: “Looking for the Long Tail Latin-American Consumer”

Gustavo Ross, President of the panregional digital agency Activ@Mente, argues that media consumption studies often focus on the “average consumer”. This is the wrong approach, because media consumption in Latin America is diversifying at a rapid pace. Ross argues that it is very important that Advertising Agencies and Researchers embrace dynamic segmentation and optimization technologies which pinpoint and profile consumers individually in order to supply them with relevant advertising that gets better results for the client. (Lea aquí la versión en español de este artículo).