Paulita David of Google: With authentic content digital audiences can be reached

At the 17th annual ANA Multicultural Marketing & Diversity Conference closure on Tuesday, November 2nd, Paulita David Google’s Head of Multicultural, chaired an expert panel on effective digital content. The session concluded saying that for an online video to become a trend topic, authentic content –that reflects consumers’ reality- must be produced. Tomás Martínez, Tapestry’s VP -who was part of the digital media panel of experts-, said that the perfect success formula for digital media campaigns is to combine “good stories easily shared online, that add value and are fruitful”. Virginia Lennon, VP Senior Multicultural at Ipsos Connect, added that digital video content allows more stories to share with relevant and authentic content. Marissa Shrum, Strategy Director at Mother Agency, highlighted that the main attribute of a message is its penetration strength in audiences. “This makes a message spread online incredibly powerful”. That’s why she advices using videos that are easy to view over phones or tablets, because the use of these media by multicultural audiences is higher than consumption on traditional media.