Según Miller, el total market no satisface las necesidades de los distintos segmentos multiculturales
For Pepper Miller, president of The Hunter-Miller Group, total market is not working. “This innovative and inclusive approach to reach the New America is still not understood by many and it has become the elephant in the room” Miller said. She explained why in an article posted at Walton Isaacson’s blog. “The shift of large percentages of ethnic ad business to general-market agencies within the past decade was swift, shocking and devastating. As general-market agencies reap the business of multicultural business, ethnic consumer patterns and opinions indicate that results have been less than stellar. Also, current staff is untrained, and minority talent on both the agency and client side remains sparse” she noted. Miller explains that Co-CEO Cory Isaacson of Walton Isaacson avoids that total market trap by making inclusion a priority. “I’m this white guy who strongly believes in the diversity of thought and culture because it provides the most powerful solutions for our clients. It’s part of our mission and values. It’s the right thing to do and the way to win.” “In the end, total Marketing is neither good nor evil. It is not a diversity initiative. It is a concept of how marketing could work. It should be inclusive, and CMOs should keep minority-focused agencies and media in the mix to continue to address the specific needs of these segments” Miller concluded.
