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Meta’s Hande Aksoy: The core will always be to build deeper connections
Liz Unamo| 26 de noviembre de 2023
Hande Aksoy Meta
Hande Aksoy, Global Client Director Meta, participated in the Effie Awards 2023 with his presentation entitled Building Deeper Connections. “We believe that is the core of brand building today. So that was one of the key messages we delivered today to all marketers.”Hande added three key messages in his keynote. “Reach is still very important to build strong brands, but reaching out and expanding your reach with creators a fantastic phenomenon we are all going through. The second is relevance, how to stay relevant with new formats, with AI and personalization. And the third, just like human connections, it’s very important to build your brand in the big moments and the small moments. It’s not just about the big events and the big campaigns.” How you connect with consumers in those micro-moments is meaningful and important for brands.Building connections is at the core of Meta, they have 3.9 billion users and in Mexico alone they have 115 million. “What’s important is how people are engaging,” Hande warns. “How they are looking for new opportunities, how they are making new connections, how they are getting to know new brands and companies. I think that’s what matters.”At Meta they continue to invest in new technologies to deepen connections, from Meta Quest devices to Meta AI, Ray-Ban, smart glasses, among others. “So there’s a lot of new developments at Meta going forward, but the core will always be building deeper connections.”For Hande, events like Effie serve to collectively learn, grow and innovate. “I think the collective genius of our industry is going to take us to a better place. Mexico is actually one of those countries where we see fantastic work that is scaling.”
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