Vann: La medida hará renacimiento del comercio electrónico en el mercado hispano
Lee Vann, Founder and CSO at Captura Group, feels honored for his appointment as member of the board of AHAA, the Association of Hispanic Advertising Agencies. “I see the opportunity to serve on AHAA’s board as a huge aha moment in my Hispanic marketing career” he wrote in MediaPost. He added that during his tenure he looks forward to working with their clients, employees, partners, and other AHAA members to create many more aha moments. “The Hispanic market has come a long way, but we still have work to do” he said. According to Vann for brands to grow “they must win with Hispanics, and I look forward to continuing to tell this story with AHAA to anyone who will listen.” He recognizes that most marketers are focused on how to market to Hispanics, but the hard work has actually begun. For Vann there are many ways to execute successful Hispanic marketing programs, but to succeed they must have this in common: Executive buy-in and long-term commitment; a clear identification of the opportunity, commensurate investment levels and corresponding KPI’s; an intimate understanding of the consumer(s), grounded in sound insights; creative that connects with the consumer across the right channels; and, a methodology and commitment to continuously measure KPI’s and ROI. He also highlighted the importance of inspiring and educating the future generation of Hispanic marketers. “Great Hispanic marketing requires great Hispanic marketing professionals, period. AHAA is an ideal platform for this and I look forward to helping inspire and educate the future generation of Hispanic marketers” he said.
