Page 38 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
channel agnostic and more focused on audiences, which of course includes Hispanic audiences.
HMO: "Find new customers. Grow your brand." That's a pitch to marketers that many in the U.S. Hispanic market have used for years. Are Hispanic consumers integral to this belief?
SWP: Hispanic audiences, and
multicultural in general, are a
critical part of our approach to help brands grow in the AI era. With tools like Quantcast Measure providing ways to understand their audience directly (versus panel-based solutions like a Nielsen or comScore), brands can now better see where growth opportunities lie. No matter what industry, Hispanic audiences are always at the top as a growth driver.
HMO: You have a key role at the upcoming Hispanicize CMO & Diversity Summit. What sort of discussion will attendees hear?
SWP: It’s a real honor to be a keynote speaker, and I’m taking this opportunity to share my learnings that are both sobering and solutions-oriented. I’m proud to be one of the few Latinos in the C-Suite today and I want to help our community rise up to have access, opportunity and support and success. Since leaving the media world and going back into technology five years ago, the challenges facing the Hispanic community have only gotten harder. However, this will pale in comparison with what is to come over the next decade as technology continues to disrupt all areas of society.
As change is accelerating, our community has largely been invisible in many of the key areas across business and technology. My chat hopefully serves as a wake-up call for Latinos everywhere.
HMO: "Inclusion marketing" seems to be hot at the moment. What does this mean for social media marketing, and the idea that we are no longer 'targeting' consumers?
SWP: I’m not a fan of “shiny new objects.” I think that’s the kind of thinking that has gotten us into trouble across our industry. From the latest “must have” digital innovation to the “total market” approach, these fads all have their cycle. Now more than ever, I believe we need to get back to basics and focus on what matters. Let’s focus on insights, creativity and strategic planning. Let’s truly understand our audience and their journey. Let’s talk about business outcomes versus outputs. And, let’s truly understand how AI is going to transform every industry, every company and every customer experience.
AI will be bigger than the Internet. Many consider it to be the “new electricity” of the 21st century. I’d rather focus on that, versus a marketing buzzword.
HSM
For an influence campaign that is more upper funnel perhaps you focus on awareness metrics, whereas when trying to drive conversion you would use a greater number of lower funnel performance/direct response metrics.
Steven Wolfe Pereira