Total Market Approach


This is the third article of our series on Hyperlocal Digital Strategies presented by MAXPOINT. Amy Gittelman, General Manager, National Agency Sales at MAXPOINT, explains how hyperlocal advertising can give marketers an edge when transitioning to a total market approach, as it accounts for nuances within audiences, provides real-time feedback and allows multicultural marketers to run effective omnichannel campaigns.

Demographics in the United States are changing, and if brands and retailers want to stay relevant, they’ll need to adapt.

In the past, multicultural advertising was often an afterthought. Once an ad was approved, it would be passed off to a translation or localization company. However, recent years have seen the emergence of a new trend called total market advertising. Total market advertising refers to practices that consider culture and ethnicity in every part of the advertising process—from campaign conception to post-campaign analysis. In short, total market practitioners make culture a central consideration rather than an add-on.

Advertisers might find themselves falling behind if they don’t transition to a total market approach. Even though it could be challenging to adopt total market advertising, it’s a lot easier with the right hyperlocal partner in your corner.

Hyperlocal advertising, which provides audience intelligence and targeting power to reach the right consumers at the neighborhood level, can give you an incredible edge when transitioning to total market advertising.

The Hyperlocal Advantage for Reaching the Total Market

2013 ChallengesHyperlocal advertising, which provides audience intelligence and targeting power to reach the right consumers at the neighborhood level, can give you an incredible edge when transitioning to total market advertising.

First, hyperlocal accounts for nuances within audiences. Within the Hispanic segment alone, consumer profiles can vary dramatically depending on their primary language, country of origin, and level of US acculturation. When you take a neighborhood-level approach, you can reduce complexity and make your targeting more manageable.

Second, hyperlocal advertising provides real-time feedback that helps you learn more about your audience over time. For example, our testing has found that placing Spanish-language ads on English sites tends to increase response.

Finally, hyperlocal digital advertising enables advertisers to run effective omnichannel campaigns. MaxPoint provides seamless integration along channels and devices, allowing you to create a campaign that uses digital display, mobile, and video across PCs, laptops, smartphones, and tablets. This is particularly important for reaching Hispanics, who tend to be more mobile savvy than most segments.

Hyperlocal accounts for nuances within audiences.

The most important thing for any total market campaign is testing. Test, test, and test again. Let’s say that you’re selling clothing and you want to reach Asian Americans. You know that your product sells best among the general market when you emphasize lower costs.

Learn more about Hyperlocal Digital Strategies in our April 23 WEBINAR: The New Multicultural: Hyperlocal Digital Strategies for National Advertisers.

However, you decide to test multiple ads to find which resonates the best with an Asian American population. You could serve ads in neighborhoods that over-index for Asian American households, then compare responses against one another. You might find that while cost is important for the general market, the Asian American audience might be more interested in being fashionable and appearing trendy. This cultural insight can help you improve the numbers for your current and future campaigns.

Hyperlocal Knowledge Equals Total Market Power

In nearly any advertising campaign, your success hinges upon what you know about your audience. This is even more important with total market campaigns since culture plays such an important role. And with hyperlocal intelligence and local, regional, and national scale by your side, your total market efforts will be more powerful than ever before.

Does your organization take a total market approach? If so, let us know what you’ve found most helpful for reaching the total market by leaving a comment below.

This series of articles about Hyperlocal Digital Strategies is brought to you by MAXPOINT. The prior two articles published were How “Mobilecultural” Advertising Can Make or Break a Campaign and When Doing Targeted Campaigns, Keep an Eye on How All Consumers Respond.
Three additional targeted articles will be published every other Thursday.
MaxPoint provides a leading business intelligence and digital marketing solution that enables national brands to drive local, in-store sales. The company’s proprietary Digital Zip® technology and the MaxPoint Intelligence Platform predict the most likely local buyers of a specific product at a particular retail location and then execute cross-channel digital marketing campaigns to reach these buyers. MaxPoint has worked with each of the top 20 leading national advertisers and each of the top 10 advertising agencies in the United States as ranked by Advertising Age. For more information, visit www.maxpoint.com, follow MaxPoint on Twitter @maxpoint_int, and subscribe to the OnPoint Blog.

A few tidbits from last week’s AHAA Annual Conference: The Rupert show, impreMedia’s plans, Total Market Definition, Is Facebook poaching employees from Univision? and more…

    • The Rupert Show

murdochHaving Rupert Murdoch, Executive Chairman of News Corp and the most powerful media owner in the world speaking at a Hispanic marketing conference was certainly a big coup for AHAA and a vote of confidence in the Hispanic marketing space. Murdoch  stunned the crowd by voicing his support for immigration reform and no caps for H1 visas: ““Immigrants or their children have founded 40 percent of Fortune 500 companies,” he said. “Pfizer, Google, eBay were all started by immigrants… and we will not get out of this recession until we give people (like Hispanics) the freedom to start small businesses.” And we ask: Why do Murdoch’s views not align with those of some of his most representative media properties like Fox News, The London Times and the New York Post?


    • Total Market Approach: Now we have a definition!

In collaboration with the Association of National Advertisers (ANA) and a broad coalition of brands and ethnic and general market agencies, AHAA unveiled an industry definition for Total Market. A very useful development as “Total Market” (buzzword?) now belongs to the most used Marketing terms. So here is the definition: A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communications, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”

Leading Marketers presented examples of Total Market campaigns including Huggies, Kellogg’s, Pine-Sol and Wells-Fargo, where CMO Jamie Moldafsky showcased the company’s strategy is a mix of common core values with custom activations that satisfy cultural nuances and mindsets.

    • impreMedia’s plans

Lizbeth Rodriguez, the recently appointed National Marketing Director at impreMedia shared her plans for the Hispanic digital and print media company with Portada’s Editorial team. Rodriguez, who works closely with Hernando Ruiz-Jiménez, Executive Vice President and General Manager, East Division at impreMedia, says that her main mission is to integrate marketing efforts by utilizing the company’s multimedia platform. Advertisers, including retailer Macy’s, are increasingly offered a multiplatform approach (digital, video, print) with the objective of them taking advantage of impreMedia’s local properties (NYC, Los Angeles, San Francisco, Houston, Chicago and Orlando). Rodriguez calls this a total market approach with “local targeting”. impreMedia newspapers and websites are currently undergoing a redesigned under the leadership of Content Director Juan Varela.

    • Is Facebook poaching employees from Univision?

Facebook had a significant presence both in the program of AHAA as well as in the attendee count. The social media giant is investing substantial resources on its expansion plans in the Hispanic market.
Interestingly, many leading executives that work with Hispanic market accounts at Facebook come from Univision. In late 2013 Christian Martinez, previously Vice President of Network and Interactive Sales at Univision, joined Facebook to help run ad sales for the U.S. Hispanic market based in Miami. Similarly, late last year David Lawenda joined Facebook as VP, Global Sales. Lawenda previously had been  president of ad sales and marketing at Univision. Facebook has the technology and the audience, but it is obviously trying to get more muscle when it comes to reach out to Hispanic targeted brand marketers and agencies. Hence the move of some executives from Univision to Facebook.