MERCADEO Versión en español
Alejandro Gomez of Coca-Cola: We know the importance of digital media for connecting with our consumers
11 de septiembre de 2013
Gómez: Coca-Cola es una marca global, y nosotros buscamos apoyarnos en estrategias que abarquen muchos mercados
Alejandro Gomez, portfolio strategy director of multicultural marketing at Coca-Cola, spoke with PRODU about the importance of the Hispanic market for the brand, and the use of digital platforms and social media to guarantee successful brand communications worldwide.When we review the year and see the growth were getting not only in population but also in our business, we see that a large part comes from Hispanics. Thats why we have such a strong marketing plan for Hispanics, in which we try to connect the brand with consumers through Hispanic passions like soccer, ethnic food and college scholarships Gomez said.Coca-Cola is one of the brands characterized by applying global campaigns with excellent results, a job facilitated in recent years by digital platforms. We know the importance of digital media for connecting with our consumers were always careful to make content relevance match the media outlet were using he said.Coca-Cola is a global brand, so we employ strategies that are relevant in many markets. But while weve always been successful with global campaigns, at the same time we seek to connect with consumers through the cultural differences that exist in different markets, which means we can use a generalized campaign, but add in local elements to make sure we connect with these cultural differences he said.
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