In life, there are three types of people: givers, takers and matchers. Givers help others without expecting anything in return, takers take and don't give back and matchers give back when they receive.

According to Obamacare Facts, up to 47 million Americans were uninsured before the Affordable Care Act (ACA). That changed during the 2014 open enrollment period when 8 million Americans enrolled in marketplace plans. And with a more stable website and additional resources on the street, it is estimated that 11.7 million enrolled during the 2015 window, including 4.5 million who re-enrolled from 2014.

For decades, Hispanic marketers have pled the case for increased Hispanic investment. Together, we trudged through the muck of Hispanic 101, when all brands wanted to do was use Spanish-language versions of their existing advertising, when Hispanic PR was an afterthought. Digital? Well, that was just a Spanish-language translation of an existing web site.

Recently, I met with a senior sales executive of a very large consumer packaged goods (CPG) company. During our discussion of metrics and team KPIs (key performance indicators), e.g., number of sales calls, customer cycles, sales cycles, percentage of deal closures, he uttered one of those rare observations that makes you sit up and take notice. In reviewing individually with each of his 10+ staff members how things were going with his corporation's customers, this sales boss asked: "Did you touch them?"

Last month I had the pleasure of attending Google's Hispanic marketing forum in New York. Of course, it was great to reconnect with many colleagues who have helped shape the Hispanic online market, but, most importantly, it was great to witness firsthand that Google is truly committed to Hispanics online.

The prevailing wisdom is that investment in the Hispanic market is a growth move by marketers looking to increase their revenue and market share. However, I have quietly noticed a trend during the last few years that leads me to question the motives behind these investments. Has increased Hispanic market investment been a defensive move?