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Twitter Mexico: 23 pct. of Purchase Decisions Are Related to What Is Happening In The World Right Now
Cristian Vergara| 3 de marzo de 2020
Francisco Jimenez Twitter Mexico
According to Francisco “Paco” Jimenez, General Director of Twitter in Mexico, brands today more than ever face a huge challenge when it comes to positioning their products in consumers´ minds. He said the very complex competitive environment tends to shrink the individual brand’s leverage in the market. “Some 23 percent of a user´s purchasing decisions are related to what is happening at the time, and in that context, tools such as Twitter are vital for advertisers,” Jimenez said while taking part on the panel dubbed Today’s Brands Need to Do More to Break Through and Build Relevance. On the same panel, Karla Gonzalez, media & digital acceleration director at Heineken Mexico, and Michel Capuano, marketing director at NOLAD (North Latin America Division) of Arcos Dorados Holdings (McDonald’s operator in Latin America), also took part, sharing their successful experiences using the Twitter tool. Gonzalez spoke of the Twitter strategy used by Mexico’s Tecate beer to go global and reach an even larger audience than on TV. For his part, Capuano described the strategy with which the McDonald’s brand managed to triple its regional sales: “With the use of Twitter we soon began to see transactional results.”
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