Sahagun: Estamos viendo a los consumidores más empoderados de la historia
Nydia Sahagún, SVP, Segment Marketing at Wells Fargo, delivered in the 2017 Hispanicize CMO Summit a presentation called: It’s Not Total Marketing, It’s Just Marketing. The executive expressed that now in the U.S., diverse culture is mass culture. “The world we live in changed, but marketing didn’t. Our job is to understand that marketing is the same but the people we talk to changed.” Her presentation highlighted that there are three marketing key principles that always remain for successful communications: develop the business case, focus on clients and be culturally awake.“We are seeing the most empowered consumers in history. Society changed and is the most diverse in every sense. Young people are creating their cultural identity with different elements and we know social that problems are among their priorities” she mentioned. “To focus on the impact you want to have as a brand and opt for a long-term vision is essential, but we must also focus on clients so we don’t lose relevance.”According to Sahagún “culture is what distinguishes one from the others, but it is also what unites us and allows brands to prove their humanity and personality. It helps us understand consumers better and the world they live in and prove that we are listening to them.”She concluded with the reflexion that the industry has progressed a great deal, although it still has a long way to go.
Michael Lacorazza de Wells Fargo: Tu organización debe reflejar a tu audiencia
