Mills: Hay que experimentar con nuevas formas para llegar a las audiencias jóvenes
During the first day of the twentieth annual AHAA Conference, there was a workshop aimed at understanding how the continuous increase in the use of digital media among Hispanics in the U.S. challenges brands and forces marketing specialists to adapt to this changing reality. Kevin Mills, VP for New Strategies at Univision Digital, one of the members of this panel assured that to be able to approach the Hispanic audience in the digital world, it is necessary to experiment with new formulas and leave conventionalities behind.”Digital marketing must move away from traditional ways of addressing the Hispanic market. I’d like you to try to move away from all that is known as traditional marketing, pre-rolls, banner ads. I invite you to experiment with new ways to talk to young audiences” he said. Fabiola Almerini, Account Director of the agency República, stated that behaviorist studies are fundamental in this point and that the key to the digital world is to understand how Hispanics consume those contents. She agrees with Mills that “content is king.”The speakers assured that Facebook continues to be the social network that is most included in their strategies, followed by Instagram. However, Mills advises to have effective presence in each one of the social networks, adapting the message to the peculiarities of each one of the platforms.
