MERCADEO Versión en español
Rafael Urbina from Batanga Media: Brands aren’t aware of the importance of positioning themselves on social networks
2 de octubre de 2015
Urbina: Llegamos a nuestras audiencias basado en tres pilares: inspiración, curiosidad e identificación
The tendency will be more towards opening up and collaborating more and therefore, more relevant platforms will keep emerging to establish connections with brands and products. That is how Rafael Urbina, chairman and CEO of Batanga Media, describes the immediate future and tells PRODU that brands have not realized the imporatance of positioning themselves on social networks.”What worries me is that I see brands doing a little effort on Twitter and Facebook and by doing that you end up not having a real impact on the networks, because you need to have depth and much more frequency in order for the needle to really move”. For the executive there is a new ecosystem in the industry that is in adjustment phase. “I think that in the future each one of the parts -agencies and media companies- will have a role to play to be successful and reach at a large scale. If you are a big brand you are used to an important reach and for that you need the help of an agency or media company in the process” he said. In the case of Batanga Media, he explains, they reach their audiences based on three pillars: inspiration, curiosity and identification. “We reach those three content pillars under an analytic process of data. We have a tech platform that we have been developing to understand which content works”.
