Rosa Alonso of d expósito & Partners: Hispanics over-index on all things digital

For Rosa Alonso, Director of Digital Strategy and Innovation at d expósito & Partners, digital planning starts with strategy and clear goal setting. Talking to PRODU, Alonso said that its important to know how to test, track, measure and optimize. “The beauty of digital is that it provides a real-time tool for learn, revise and optimize our campaigns. Thus, everything from goal setting, ideation and creation, testing, learning and optimizing, and what this means as part of a fully integrated strategy and execution for our clients. Integration is the key” she said. According to Alonso, Hispanics over-index in all things digital: usage, consumption, even storytelling. “This is a critical, ready and willing consumer across all digital and mobile platforms” she explained. In d expósito & Partners, they look to all available digital platforms and evolving technologies to engage, adopt, drive to purchase, build loyalty, and re-engage. “I think that, once again, we need to be very clear on goals and target audiences. I often find that when people think of social media in the Hispanic segment, they think ‘Latina/o bloggers’ by default, or maybe Hispanic musical talent. While these are absolutely right for some efforts, we are so much more as a community. Let’s think out of the proverbial box and elevate the conversation!” Alonso concluded.