Eliana Murillo, Jason Riveiro, Nydya Sahagún y Stacie De Armas durante la sesión
As Hispanicize 2014 developed, a high-profile session dubbed Hispanic Market Trends 2014 rolled out with famed brands and marketing leaders like Eliana Murillo, director of multicultural marketing at Google; Jason Riveiro, multicultural marketing manager at Sherwin Williams; Nydia Sahagun, multicultural marketing director at Target; and Stacid De Armas, VP of strategy at Nielsen.Among the subjects discussed were the total market concept, the World Cup, Hispanic social networks, the growth of Latino bloggers, the appearance of media targeting Hispanic millennials, and so much more.Murillo kicked off his part of the talk with the idea that its the consumer who leads the conversation from a mobile device. Consumers are telling us what kind of brands they want and these are adapting to their needs, she said.For her part, Sahagun said that a traditional focus is no longer enough. The trend should be to use traditional market strategies and make them adaptable to social media.From the perspective of market info and data, De Armas said that the numbers and statistics guide you but there are other elements that must be considered.The power of the Latina woman was mentioned, a segment that represents the greatest growth and the driving force of new small businesses. The Hispanic market is very active and we must work across all platforms to satisfy its needs, Riveiro said.
