MERCADEO Versión en español

Javier Delgado From Coca-Cola: Communications With Consumers Must Be More Personal

Liz Unamo| 10 de noviembre de 2017

Javier Delgado, director de Mercadeo Multicultural de Coca-Cola

Javier Delgado, Multicultural Marketing Director at Coca-Cola, talked to PRODU about diversity in communications during the ANA Multicultural Marketing & Diversity Conference. Delgado said that communications for the No. 1 soft-drink brand have been devoted to speaking directly to the U.S. multicultural market since 1982. Despite all the expertise gained, however, the company boasts no secret formula that guarantees success in this segmented market, and that is because the conversation has changed. “As the market evolves and media change, so does our approach to the market. The question is how to become more relevant to the Hispanic consumer and to the multicultural consumer in general” he said. He noted that since social networks came on the scene, the consumer’s voice is being listened to and feedback comes instantly. “Communications must become more personal. Our messages have to be more relevant than ever because people can just turn us off any time they want.” Regarding the relative importance brands give to traditional and digital campaigns, Delgado said that Coca-Cola doesn’t differentiate between them. “We don’t distinguish one from another – we’re concerned about finding successful marketing techniques in a digital era, with consumers using media in a totally different way” he said. To conclude he added that as a global company, Coca-Cola learns from the experiences of other key markets about how to repeat their successes and not make their mistakes. “What’s important is to share the knowledge and experiences of each brand. That’s why conferences like this exist – they allow us to learn from other industries, companies and agencies in order to discover what works and what doesn’t, because nobody has the secret formula.”

Diario de Hoy

viernes, 27 de septiembre de 2024

Image

Alonso Aguilar de Amazon: Estrenaremos Cada minuto cuenta primera serie hecha con virtual production sobre terremoto de 1985

Image
MERCADO Y NEGOCIOS

• NAB Show New York 2024 centrará conversación en IA, producción en vivo y la economía creativa sdfd sdfdsf sdf sdfsdf sdfdsf

• Crece número de aplicaciones que admiten audio Dante nativo

• Dome Productions moderniza unidades móviles con consolas Artemis de Calrec

• Array of Hope confía en monitores KRK ROKIT 5 para sus producciones

• Venezuela da el primer paso hacia la era 5G con pruebas piloto y oferta pública

Image
AGENDA

• Tercera edición de Expo ISP llega a Ecuador en noviembre próximo

Image
MERCADO Y NEGOCIOS
Image
Image
Image
Calrec Artemis Mobile TV Group
Image
Image
5g
Image
AGENDA
Image
PRODU
Resumen de privacidad

Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.