Rafael Urbina, chairman y CEO de Batanga Media
Rafael Urbina, Chairman and CEO at Batanga Media, explains that in the last few years the term ‘total market’ has been used incorrectly, generating confusion in the industry.“The original idea was that everyone, brands or agencies, were generating a strategy that had the power to cover the market in its totality and all the segments within a market, but that doesn’t mean that the same strategy has to be applied in all of them. It means having a global vision and applying it to the appropriate strategy for each segment.”The message for agencies, advertisers, and brands, he says, is clear: know your audience and create an appropriate message for each segment you are trying to approach.“This message in the Hispanic case is something we have been rethinking as an industry and it isn’t defined by language, but in its cultural attributes so you reach the Hispanic audience, and then develop a message and strategy that are appropriate to gain that market. This is about connecting and generating a real emotional response.”Regarding the Hispanic consumer, Urbina warns a Spanish-dominant market still exists, and it generates and presents an opportunity for a lot of brands, but there is also an emerging market that grows very fast who prefers English. 2016 was a good year for Batanga Media because all the markets grew; specially with branded content practices. From January 2016 to January 2017, Batanga Media video reproductions on social networks grew from 16 million to 1 thousand million per month and it has more than 50 million fans on Facebook in its various pages.
