Solomon Romano


The crucial role of Mobile Media in Multicultural Marketing was explored during a panel moderated by Alberto Pardo, CEO and Founder of Adsmovil at Portada’s Evolving America Summit at Digital Hollywood.

The high caliber panelists were Vanessa Vigil, Associate Director, OMD Entertainment, Howard Horowitz, President, Horowitz Research, Oscar Mendoza, Interactive Media Buyer, Acento Advertising, Brendan Gormley, VP, The Gary Group and Solomon Romano, Multicultural Marketing Strategy Director at WellPoint.

Mobile MarketingOMD Entertainment’s Vanessa Vigil, who works on many of Disney’s multicultural efforts,  noted that Hispanic mobile marketing efforts tend to reach substantially higher engagement rates (46%) than similar general market efforts (29%). She said that Social Targeting via YouTube (context and behavioural) does a good job in attracting multicultural audiences to Disney. “These efforts are a balance between targeting a niche and achieving scale, ” she said.

There will be a substantial increase in mobile content marketing efforts.

Horowitz Research’s Howard Horowitz noted that the rapidly changing demographic in the U.S. is really erasing all stereotypes on both the mainstream and the multicultural consumer. Wellpoint’s Solomon Romano said his company is advertising more on mobile and attempting to provide an increasing amount of access to customers on Mobile Media.

Acento’s Oscar Mendoza, who buys digital media for the Wells Fargo account, noted that he expects to see more mobile content marketing campaigns rather than coupon efforts in mobile media.  He also said that for mobile really to make an impact on multicultural consumers, brands really need to allocate more funds to mobile advertising across the board.  In addition, he said that it is important to have Spanish-language mobile sites when marketing to Spanish-dominant audiences as drop-off rates increase substantially when the go to English-language sites.The Gary Group’s Brendan Gormley, expects to use more rich-media across the board in 2015.

The need for better Data

Panelists agreed that there is a need for better audience data on mobile, which requires totally different collection of data compared to the desktop computer. Adsmovil’s Alberto Pardo noted that mobile CPC and CPM rates will increase once better data about mobile audiences is developed. “We are still in the early stages,” he noted. Related to the lack of accurate data is the difficulty of finding the optimal frequency in mobile advertising. “People forgot about frequency when the performance business was created,” Pardo concluded.

#Portada14 speaker Solomon Romano, Multicultural Marketing Strategy Director at WellPoint, Inc will present a case study on “WellPoint’s Hispanic Health Initiative” next Thursday September 18 as part of the 8th Annual Hispanic Advertising and Media Conference. Portada interviewed him to learn about his views on Health Care Marketing and the impact of Obamacare on enrollment of Hispanic consumers.

Solomon Romano, right, with members of WellPoint's Marketing Team
Solomon Romano, right, with members of WellPoint’s Marketing Team

Portada: What do you love about Health Care marketing?
Solomon Romano, Multicultural Marketing Strategy Director, WellPoint: “I believe that access to health care is one of the more fundamental human needs, after food and shelter. I enjoy health care marketing because consumers are empowered to make better decisions about their overall health when they have the information they need. Early in my career I felt that the most palpable way too make a difference in people’s lives was through direct one-on-one outreach opportunities. While this work is very fulfilling and important, I now also understand how marketing decisions at a higher level can impact the wellbeing of many in an equally profound way. The part I like best about my job is that WellPoint is very much focused on the overall health of its members and the community. One of the programs we launched called Kickstart Your Health is focused on addressing certain health inequities that are more prevalent in the Hispanic community, such as diabetes and asthma. The program teaches Hispanic children and their families about asthma care and the importance of healthy eating and exercise in a fun and engaging way.”

I now also understand how marketing decisions at a higher level can impact the wellbeing of many in an equally profound way.

Do you think “Obama Care” has been a positive legislation for the Hispanic population?
S.R.: “The Affordable Care Act has opened up the opportunity for millions of Hispanics to gain access to care — many of them having health insurance for the first time. Of course, there are many Hispanics that have had coverage for many years who take a proactive approach to managing their health. But there are many others we are meeting in the community every day who have never had health insurance don’t go for regular check-ups; and there are those who may have a chronic condition yet do not have regular access to care. These individuals are the ones who will benefit most from health care reform. By law, all the new individual plans offer zero copay on preventative care visits and no limitations on preexisting conditions. This means that everyone enrolled under the new plans can have access to care regardless of the condition of their health. And, with premium assistance, families who earn less can receive help to pay for the cost of their plan.”

In what way is marketing to the Hispanic population particularly challenging and interesting?
S.R.: “As with all multicultural marketing, Hispanic marketing is challenging because of the wide range of nationalities and cultures that are encompassed under one general ethnic group. Not only do we have to adapt our message depending on the geographic market we are trying to reach, but we are also finding out that people in different locations frequent different types of venues and have different trusted sources of information. While these differences present a challenge, this is also what makes Hispanic marketing interesting, since one has to learn to understand the cultural nuances of each population you are trying to serve.”

Do you think a person needs to be Hispanic to be a good marketer towards the Hispanic population?
” No, I don’t think this is necessary, but it’s important that the person has good observation skills and a natural curiosity to learn about other cultures and customs. The marketer needs to understand the common values that unite most Hispanics. And, it helps to know their customs, music preferences, preferred media, and beliefs as it relates to your product or service.”

We just published  the agenda and program of #Portada14 on Sept. 17 and 18 in New York City’s Scholastic Auditorium and  Greenhouse with Rooftop & Terrace. Download it here!

#Portada14 Program

The latest additions among major speakers include:
Monica Garaitonandia, AVP, Director of Multicultural Marketing, Brown Forman
Steven Millerman, CEO, Prime Access
Solomon Romano, Multicultural Marketing Strategy Director, WellPoint, Inc

The agendas of the Hispanic Music and Entertainment Marketing Forum on Sept. 17 in New York City’s Scholastic Auditorium and of the 8th Annual Hispanic Advertising and Media Conference on Sept. 18 in the same venue -both events comprehend #Portada14 and can be attended in combination or independently- are designed to provide marketing, media and entertainment executives key market intelligence and the best networking opportunities.

#Portada14 is 2 weeks away and tickets are going fast! Make sure to register at the special online promotion rate!




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For sponsorship opportunities in #Portada14 or other Portada digital, print and event properties, please contact Kelley Eberhardt at Kelley@portada-online.com or call 1212 685 44 41.