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Hispanicize 2017 Townhall: Authenticity And Relevance Are The Keys to Creating Content Aimed at Hispanics
Manuela Walfenzao| 5 de abril de 2017
Carolina Casares, Borja Pérez y Belén Pamukoff
Paul Suskey, Partner and Co-Founder at Salvo Group, directed the U.S. Hispanic Digital Trends 2017 Townhall on the third day of Hispanicize, together with Borja Pérez, SVP, Digital & Social Media at NBCUniversal; Parker Morse, Founder and CEO at H Code Media; Carolina Casares, Head of Media, Yahoo LATAM and Spain; Kety Esquivel, SVP at Edelman; Jessica González-Arias, Digital Marketing Manager at Disney Studios; and Belen Pamukoff, Brand Director at Tecate and Tecate Light. “As an organization, we are leaping towards big data, we think we must adapt to all the formats and although it is costly, we must invest. We have a new content production center for innovative platforms” pointed out Pérez.According to Esquivel “the stories we tell are the key to the work that connects people, then comes the decision of the language in which that story adapts best. If you don’t achieve truly moving content, you won’t make it.” She added that people doesn’t trust hierarchy nor power anymore “they trust one another, micro influencers are the most relevant.”“We must trust that we make good content. Data will show if we believe in what we do and we increasingly know our users. Numbers will speak for themselves” highlighted Casares.Casares said that it is all about relevance, either regarding content or experience. The business with influencers must be based on authenticity and relevance in relation to your business strategy.“Our campaign The Wall was very successful and had no big boost in media. The key is that it was truly authentic that Tecate talked about the topic” added Pamukoff. “We are seeing digital tools and data as a new way to personalize content.”
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