Genevieve Jenkins of Alma: Consumers have found a voice and are using it

Genevieve Jenkins, Digital VP of Alma, gave PRODU her view of the Hispanic market, plus the way consumers are adapting to digital and how advertisers can benefit from it.Jenkins said the relevance of digital development lies not only in providing a tool for companies to communicate messages and ideas to their target audiences, but also to listen, answer and keep in touch with consumers in order to better understand their needs.“Today’s consumers using digital media can interact with almost anyone from the president of the United States to their favorite celebrity, and that in turn has created a culture of exchanging information in real time without any limitations. Consumers have found a voice and are using it,” the executive said.With regard to how a brand can maintain its relevance, Jenkins said its different projects must be fully integrated through different media platforms – the idea isn’t just about television, press and radio but about creating integrated campaigns that promote the culture of interaction and information-sharing among its target group.“It’s more and more important to get consumers’ opinions in real time in order to fine-tune creative ideas according to the needs and wishes of the consumer, and with digital technology it’s perfectly possible – the challenge is to identify the cases where these changes have to be made,” Jenkins said.