MERCADEO Versión en español
Luis Martínez From Denny’s: Multicultural Agencies Are In A Position Of Becoming The Agencies Of The Future
Manuela Walfenzao| 13 de junio de 2017
Martínez: La data es la nueva herramienta de segmentación
Luis Martínez, Digital Marketing Director at Denny’s shared at AHHA’s conference their success at the Denny’s on demand launching. “We’re moving in the direction where demographics is not what matters the most. Now is about trends, we saw an audience increasingly more digital and mobile, we listen to what consumers crave and developed that product. It was an effort that developed during four years and the outcomes has been great. We believe we are taking a step in the right direction for the brands evolution.” He said that multicultural agencies are in a position of becoming the agencies of the future and take advantage of all these opportunities, because they have always been great data managers. “Data is the new segmentation tool, you can watch your consumer there and have a direct feedback.” Martinez noted that the key is in understanding really the opportunities on the table. “We seek the passion points and at the end we identified a global truth common to all markets, and we saw how it will impact consumers and how it can be applied to the different segments. In those instances, we tried to be relevant for everyone. We learned that Hispanics love to order online, so we decided to talk to them and aim to be more and more digital with them. While more data we collect, we understand better out client” he concluded.
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