Carlos Santiago of Santiago Solutions Group: Companies that devote resources to Hispanic market boost their total market growth

For Carlos Santiago, The Santiago Solutions Group’s President and Strategy Chief and AHAA’s Research Committee President, brands that invest in Hispanic market have higher return on investment. “In average, a 5% shift in English media allocation could mean a 1.75% boost in revenue growth rate” he said at the 17th annual ANA Multicultural Marketing & Diversity Conference which opened this Sunday. Santiago said that the U.S. financial and insurance sectors, followed by automotive sector, are increasingly taking into consideration advertising and marketing strategies aiming at Hispanic market. Comparing 2014 with 2010, it’s clear a 20% increase of banking and insurance companies presence in Hispanic media. “This set of studies about the increased allocation rate in Hispanic media, proves that the change of resources behind Hispanic consumers is a critical component of the total market growth rate” he said.