Mario Carrasco

Articles by Mario All articles by Mario

• Can Programmatic Advertising Be Inclusive? in MAD on 03/26/2024
  

  While diversity, equity, and inclusion seem to have fallen out of favor in some areas, DEI continues to thrive in others.

• Diversity In Data: Can Multicultural Insights Transform Programmatic? in MAD on 02/14/2024
  

  Multicultural marketing is not a campaign. It's an intentional effort to acknowledge and respond to the diverse backgrounds, languages and cultures shaping today's consumer landscape.

• The Ins and Outs Of Election 2024 Audience Targeting in MAD on 01/19/2024
  

  Diversity is a driving force in American democracy, and multicultural audiences wield significant influence online and at the ballot box. By leveraging multicultural insights, media buyers can tailor programmatic campaigns to serve ads on channels favored by diverse communities with messages that are important to them.

• Beyond Stereotypes: Embracing Specificity for Authentic Multicultural Marketing in MAD on 12/28/2023
  

  While targeting broader ethnic or cultural groups represents a step forward from the general market, it still fails to address the inherent diversity within these groups.

• Here's Why Multicultural Consumers Are More Concerned About Privacy Issues in MAD on 11/16/2023
  

  It is crucial for businesses collecting and using zero-party data from multicultural consumers to have a robust data governance process that demonstrates a commitment to protecting consumer privacy and using data responsibly.

• Why Cultural Competence Is Critical In The Age of Multicultural Data in MAD on 10/04/2023
  

  While necessary for companies and brands aspiring to reach and engage multicultural audiences meaningfully, cultural competence is essential for programmatic media buyers who rely on data-driven strategies to target their ads.

• The Benefits of Programmatic Data for Small Businesses in MAD on 09/01/2023
  

  Programmatic data can come from various sources, including first-party, third-party, and real-time data. The best type of programmatic data for small businesses will depend on their specific needs and goals.

• Is the Woke-Lash Real? Navigating Social Issues in Marketing in MAD on 07/03/2023
  

  By doubling down on their commitment to diversity and inclusion, marketers can align themselves with the prevailing sentiment and contribute to creating a more just and equitable society.

• How Multicultural Data Can Transform Global Programmatic Media Buying in MAD on 06/26/2023
  

  Each culture has unique values, beliefs, and preferences, rendering general market approaches ineffective and obsolete.

• Maximizing ROI with Programmatic Data: Best Practices for Advertisers in MAD on 05/15/2023
  

  By using audience segmentation, lookalike audiences, dynamic creative optimization, and data analysis, advertisers can optimize their targeting and creative elements to create more personalized and effective ads that yield better results and achieve desired business outcomes.

Comments by Mario All comments by Mario

• Agency Strategists Deserve Better Research Tech, Accessible Data by Mario Carrasco (MAD on 03/01/2021)
  

  Thank you, James. Yes, you bring up other great points. I could have added another point, transperancy. We need to know where the data is coming from in order to being able to trust making informed opinions on it. Would be great to connect and speak to you as this is something I could explore in another column. 

• We Shop Together: How Hispanic Collectivism Affects Online Buys by Mario Carrasco (Marketing Insider on 01/13/2021)
  

  Yes, I mean that. The first sentence in the article frames the article as one regarding Hispanic Americans. 

• Marketing To Asian Identity, Not Assumptions by Mario Carrasco (Marketing Insider on 10/05/2020)
  

  Hi PJ, we didn't include that term specifically but we did include country of origin + American, which is close to what you are referring to. 

• Boomers Driving New Wave Of Cord-Cutting by Mario Carrasco (Marketing Insider on 06/07/2018)
  

  The comments are longer than my article. Bravo. 

• The Real Meaning Of Hispanic Marketing by (Engage:Hispanics on 09/19/2016)
  

  Clint - I'd like to also add that we have a wealth of data available at no cost on our website at www.thinknowresearch.com. It touches on many of the points, Cesar, brings up in his article and is a good place to start for SMBs.

• The Latino-Infused CPG by Roberto Siewczynski (Engage:Hispanics on 09/15/2016)
  

  think of it a “Hispanic Trojan horse.” - I like this idea. Applicable beyond the CPG space. Great article, Roberto.

• Is Acculturation Really Dead? by Mario Carrasco (Engage:Hispanics on 06/08/2016)
  

  100% agree, Jake. To be honest I get tired of it too but its usefulness outweighs my feelings towards it.

• Is The Sharing Economy Getting Its Share Of Multicultural Consumers? by Mario Carrasco (Engage:Hispanics on 03/03/2016)
  

  Good point, Toya. This is definitely reflected in our data. I wonder what Airbnb can do?

• Beyond Hispanic Over-Indexing: Binge-Viewing by Mario Carrasco (Engage:Hispanics on 07/23/2015)
  

  HI Ed - the samples were representative of the Hispanic population per Census. You can download the full study here to see the full demographic details: http://campaigns.thinknowresearch.com/downloads/hispanic-consumer-binge-tv-viewing-2015.html

• Hispanic Millennials Leading The Binge-viewing Way by Mario Carrasco (Engage:Millennials on 04/03/2015)
  

  Hi Laura, you can download the full report inclusive of the methodology here: http://www.thinknowresearch.com/blog/tv-binge-viewing-habits-of-hispanic-consumers/

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