U.S. HISPANIC
Data is essential to know consumer behavior
Maribel Ramos-Weiner| 24 de septiembre de 2020
Court Stroud Marla Skiko Ford
Marla Skiko, who has been working as Global Head of Media at Ford Motor Company for seven months and a month ago added the US to the territories she oversees, commented that data is essential to know consumer behavior and at Ford this is indispensable. Skiko was responsible for the talk Cómo los Medios Hispanos Presentan el Mensaje (How Hispanic Media Present the Message) that was chaired by Court Stroud from The Revolución Podcast in the context of the second day of the 18th Annual Hispanic Television Summit.
She advised the attendees to take time to understand their audience, what contents and devices they use. “It is important for them to optimize their campaigns for the mobile device, and to be relevant regardless of the device on which the video is being shown.
“We must make sure we are being authentic, of knowing who our audience is. We don’t want to be invasive with data, but we want to give a relevant message,” she added.
Skiko, who has 25 years of experience in marketing, told how Ford at the beginning of the pandemic rapidly changed its approach from selling cars to focusing on its employees and the audience’s health and safety, and on the message of finding ways to help. She commented that plants began to manufacture respirators, hospital gowns, and personal protection equipment (PPE). They offered financial help, virtual showrooms, and taking or picking up vehicles at their client’s homes. “We celebrate Latinos and Afro-Americans that are part of essential workers and put their lives at risk to help others,” she furthered.
