Martin Jaramillo Tw
Martin Jaramillo, Director of Twitter Next for Hispanic America, noted the advantages advertisers have on the social-media platform in his talk Conversations that Shape the Culture at the Latin American Summit of Communication, Creativity, Innovation, Marketing (+CTG), during which he outlined the way the changing audiences of Millennials and Centennials understand culture and live their lives in two different temporalities. “These temporalities are opportunities for brands to establish a connection if the right credentials are created,” he said Twitter´s superpower is its users because it gives voice to the people. “The basis of Twitter content is look at this and not look at me. People go on Twitter to find out what´s going on, what people are talking about and that makes them have what we call a discovery mindset, which makes them more receptive even to advertisements.” Regarding how to use Twitter, brands have two opportunities: the first is to launch a product or service, and the second is to connect your target with what you are promoting. “If your audience is interested in soccer, you can find proactive ways to connect your audience with that topic and find shortcuts for talking to those people.” Twitter is a platform on which you can program your campaigns and launches and find new opportunities in the news as it occurs. “Seeing what may interest your audience in the future and having the capability to prepare for it is a huge opportunity because you become an integral part of the conversation of the moment.”
