The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It [INSIGHT]

Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “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.”

Proponents of the approach promised a new, innovative and inclusive approach for reaching The New America. However, despite articles, white papers and presentations, many marketers are still confused about what Total Market strategy is. The truth about Total Market strategy is the elephant in the room: It’s not working.

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This article is by Pepper Miller, president of The Hunter-Miller Group, a market research and strategic consulting firm. She is also the coauthor of What’s Black About It? and author of Black (Still) Matters in Marketing.