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Matías Jaramillo from Dieste: Digital has made it possible to ‘touch’ a brand without having to purchase the product that is being merchandised
Manuela Walfenzao| 23 de septiembre de 2016
Matías Jaramillo, director de Iniciativas Digitales de Dieste
The new Director of Digital Initiatives at Dieste, Matías Jaramillo, expects to find in the 2016 IAB MIXX Awards “works that break the mold, that with their innovation, lead our industry to have benchmarks that allow us to create better communication pieces that result in good experiences for the final consumer.”In Dieste they have made an important effort to “advance the visual and interactive language, apply new technologies to these pieces, understand how to achieve a good experience on mobile screens, but, above all, not give consumers an additional reason to install an ad blocker on their devices” he said. Jaramillo conceives digital marketing as a natural part in the marketing plan. “We don’t have digital creatives, we just have creatives that think about how to develop a brief for a client that results in deliveries that take these channels into account” he explained. “We think that digital has made it possible to ‘touch’ a brand without having to purchase or consume the product that is being marketed. And if you think this way, you realize that no other media, except a brand activation, can give this feeling of owning something without actually owning it”. According to the executive, the challenges are: What message are we showing what type of consumer? At what moment do we show it to the consumer and in what context? and, what do we we want the person to do with what he is watching or interacting with?
Diario de Hoy
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