Page 59 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
How are you evolving your traditional media messaging along with your digital efforts?
In order to continue to evolve traditional media and digital efforts, we need to understand what makes each Hispanic segment unique. We must embrace cultural nuances and place value on their unique needs, pain points and passion points. One way we are able to improve our digital efforts is leveraging the voice of our employee base through our Hispanic Support Employee Resource Group. This organization empowers employees to share their voice and bring their cultural insights to the table to help solve business problems that range from media to digital to product. It’s important to ensure we have relevant products and experiences to win with Hispanics.
Understanding Hispanic media and digital preference is key so that we show up when and where they are, even within general market media. At Verizon, we leverage advanced analytics to identify the most effective way to connect with consumers. We have developed marketing models that provide insights for our creative and media teams to assess the performance of our Hispanic advertising and the relevancy to the segment.
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