MERCADEO Versión en español
Coca-Colas Wendy Clark at ANA Multicultural: Millennials cannot be won without understanding the multicultural millennials
10 de noviembre de 2014
Clark afirmó que el 85% del contenido digital de la marca es creado por los usuarios o consumidores
As part of the brands that took the stage at the Conference of ANA Multicultural Marketing and Diversity 2014, was present Coca-Cola, represented by Wendy Clark, president of Market Strategy and Sparkling brands. During the presentation, Clark shared her approach to the multicultural market and millennials. She also referred to digital content and social media, to deliver a unified message platform.”Millennials cannot be won without understanding the generation of multicultural millennials” Clark said. “Surprise, trust, innovation and community are some of the values that millennials are looking at the brands” she added. She stressed authenticity as the main feature in the content of the brands. “Forget what you learned in college, authenticity is the benchmark of how we need to reach our consumers,” she said.She also reported that 85% of digital brand content is created by users or consumers.She concluded by encouraging the audience to be ambitious with their brands. “Be extremely ambitious with their brands, if you dont do it, who will?” Clark concluded.
