MERCADEO Versión en español
Unilever, Prudential Financial, Comcast & Wells Fargo bet on digital to reach millennials
5 de abril de 2016
Los especialistas se reunieron durante el segundo día del evento
On the second day of the seventh annual Hispanicize 2016, marketing specialists of Unilever, Prudential Financial, Comcast & Wells Fargo unveiled their strategies to reach millennials. Mauricio Jiménez, Multicultural Marketing Manager at Unilever said that “millennials are great digital media consumers investing most of their time there. They enjoy real time messages, so our campaign is exclusively focused on the digital platform. We dont invest in TV to reach millennials, but we offer great stories, useful and interesting content for them.” Cristina Kulbojornsen, VP Communications Executive at Wells Fargo assures that TV continues to be a media to reach this target. “We believe that the clients digital life is not separated from its non-digital life, so our consumer approach is using a combined strategy. A mix between digital media and TV.” Lucia Rodríguez, Communications VP at Comcast talked about the multicultural nature of millennials. “We chose a digital strategy in both languages: English and Spanish, and has served us well.” Luis Atuve, Multicultural & Marketing Director at Prudential Financial said that the challenge is to educate millennials about the importance of having a financial plan. “They are spontaneous and live the moment. We look for the best way to approach them and talk about the importance of planning for retirement” he concluded.
