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Sandra Alfaro From AHAA: If You’re Not Marketing To Diverse Markets In 2018, You’re Not Marketing
Liz Unamo| 13 de diciembre de 2017
Alfaro moderó el webinar Expectativas para 2018: El creciente poder de la cultura en mercadeo
Sandra Alfaro, President of Education at the Association of Hispanic Advertising Agencies and Managing Director at Wing, chaired the webinar Expectations for 2018: The Growing Power of Culture in Marketing, where she said “If you’re not marketing to diverse markets in 2018, then you’re not marketing” the AHAA tweeted. Alfaro was accompanied by a panel that included Natalie Boden, President and Founder at Boden; Mario Carrera, CRO at Entravision; Greg Knipp, CEO at Dieste; and Marco Vega, Co-Founder and CSO at We Believers.One of the ideas emerging from the webinar, aimed at reviewing expectations of the Hispanic and multicultural markets in terms of budgets, start-ups and the expanding role culture will play across all marketing fields in 2018, was the need to urge clients to use the power of culture to boost their business and “not let them miss this opportunity.” Nathalie Boden noted that advertising and media teams must work jointly to determine when to sell and when to inspire. She also recommended “writing love letters to consumers – nobody wants ‘to whom it may concern’ Personalize and individualize to start the action.” She also called Facebook’s Test Kitchen a good way to practice storytelling.Vega said the goals for 2018 are more transparency and accountability among agencies, raising expectations and offering consumer experiences “the same personalization that Amazon delivers and people love.”The panel mentioned that some of the world’s biggest corporations are worried about the EPA Scientific Advisory Board because it could put many of their products and investments at risk.
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