Recently I was interviewed about my thoughts on Growth Audience Marketing, parti
By Dibrie Guerrero · October 30, 2026 · Curated by George's Blog
Recently I was interviewed about my thoughts on Growth Audience Marketing, particularly focused on Hispanic audiences (will share when the piece goes live). Would love all my connections' thoughts as it can apply to any audience.
The question was:
How do you define the Hispanic market’s role within a growth audience strategy, and what does that perspective change about marketing priorities?
My Answer:
A growth-audience role forces you to see the whole picture in many dimensions at once. It starts with the brand’s DNA, not who you’re targeting by ethnicity, but the role your product plays in a consumer’s life. What do they want from it, what do they need from it, what do they aspire to from it? Those are different things depending on what you’re marketing. From there, a brand has to be honest about where it actually stands with this audience: if you’re new, where are you willing to compete; if you’re established, have you lost this audience, are you reconnecting, or are you reintroducing yourself? Only then can you size the real opportunity not just what this audience is worth today, but what its growth trajectory is worth tomorrow.
What this changes about priorities comes down to money and measurement, and brands get both wrong. Too often I’ve watched growth-audience budgets stay flat or get absorbed into general market in the name of “inclusivity,” but once your story is all-encompassing, you lose the ability to break out the data and prove you’re winning or show a return on the investment (media, production, agencies, etc.). You end up with a few Hispanic media buys against content that was never truly created for this audience. The honest math is this: that 5% of the pie looks small on a spreadsheet, but when you translate the Hispanic opportunity into real dollars, are you actually investing enough to win it or just enough to play in the space? Because you get out what you put in. These consumers, especially post-COVID, understand the power they hold and they protect it. They reward trust and consistency. So, the real priority shift is building the tools to measure success from the start, and if you can’t measure it, you backtrack to the actions that are necessary until you can, because you can’t have an honest conversation about winning with numbers you were never set up to see.
#audiencefirst #growthaudiences #presencewithapurpose