Krespik: Debemos mantener la relevancia cultural y la familiaridad con la audiencia
Matt Krepsik, Global Director of ROI in Marketing at Nielsen, presented the study Hispanic Creative ROI in the Annual AHAA Conference. “The opportunity the Hispanic market offers is amazing.”Revealed that often the Hispanic sector beats the general market, but there is a great challenge that is that 46% of the campaigns do not obtain a ROI higher than that of the pieces in the general market.“How do we improve? The first piece of advice is to fish where the fish are hungry. We must also generate stronger creativity. If you want to produce a creative piece that produces a great ROI, you must focus beyond the general market, because the level of demand is greater. We must send the message with the appropriate frequency. We must speak with a well-orchestrated voice and evaluate performance with adequate metrics” he explained. “The reason why we talk about creativity at the ROI is because the better the pieces are, the higher the ROI is.”His recommendations to do better for the Latinos in the U.S. are: Original content tends to perform better than the rest. There must be a dialogue with the audience. Consumers who speak Spanish respond better to storytelling ads than people who speak English. Humor is a great tool to develop engagement and, lastly, keep the cultural relevance and familiarity with the audience.
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