More Marketers Shifting From Multicultural Teams to ‘Total Market’ Strategy – Ad Age

November 6, 2013 by Chiqui Cartagena.- Two years after Walmart made headlines by announcing that it was eliminating its “multicultural marketing team” and making multicultural marketing a business imperative for everyone at the company, a majority of marketers are adopting the strategy under its new name: Total Market. Some 54% of all advertisers are practicing some level of Total Market strategy, said Carlos Santiago, CEO of Santiago Solutions Group, which conducted a benchmark study on the subject for the agency association AHAA: The Voice of Hispanic Marketing. Of those, some 66% said Total Market approaches were already helping their businesses in measures such as market share and return on investment.

November 6, 2013 by Chiqui Cartagena.-  Ad AgeAd Age

Theme Carries Through ANA Multicultural Marketing and Diversity Conference.

Two years after Walmart made headlines by announcing that it was eliminating its “multicultural marketing team” and making multicultural marketing a business imperative for everyone at the company, a majority of marketers are adopting the strategy under its new name: Total Market.

The Total Market strategy was one of the predominant themes at the conference, which drew more than 800 attendees to Los Angeles, including three general sessions that directly addressed the approach and how it is working.

Some 54% of all advertisers are practicing some level of Total Market strategy, said Carlos Santiago, CEO of Santiago Solutions Group, which conducted a benchmark study on the subject for the agency association AHAA: The Voice of Hispanic Marketing. Of those, some 66% said Total Market approaches were already helping their businesses in measures such as market share and return on investment.

But there is no single, clear definition of the Total Market strategy, Mr. Santiago said. The AHAA is forming a group to develop guidelines and best practices.

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