MERCADEO Versión en español
Dionisios Favatas of Truth Initiative: Kids Don’t Want To Be Spoken At
Manuela Walfenzao| 5 de julio de 2017
Favatas: La tecnología de mercadeo es clave
Dionisios Favatas, Managing Director, Digital Marketing at Truth Initiative wrote an article at CMO.com by Adobe about what is behind their successful Truth smoking prevention campaign (Truth Initiative is an Adobe Experience Cloud customer). He explained that the insight they use was that kids these days, “don’t want to be spoken at, but they do appreciate being truly captivated by a message” and that they also want to be part of something bigger. Additionally to delivering smart, personalized, and memorable experiences for targeted audience, Favatas also said that their truth campaign leverages data, content, and creative to empower young people to join the movement to end smoking. “We’ve found that millennials and centennials care about facts and will call you out in a heartbeat if you’re wrong.” He explained that to understand the target they rely heavily on research including income, demographics, and daily habits. “Through this data-driven approach, we are able to extract insights that help us reach youth with contextually relevant content on the platforms and in the applications, they are already using. Teens aren’t just using one device at a time, so having messaging and advertising that works on all screens is important for Favatas. Their strategy is to provide content that builds off of the last message or interaction. “We use this sequential marketing strategy to connect with youngsters through multiple touch points, with content that is authentic and meaningful”.
