U.S. HISPANIC
The greatest challenge is connecting
Maribel Ramos-Weiner| 19 de noviembre de 2019
Ana Maria Olabuenaga Heart Data
When other agencies talk about big data and analytics to boost results in advertising, Ana María Olabuenaga, CEO of Olabuenaga & Cuchí, highlights the virtues of heartdata marketing.
“The great challenge we are facing is connecting. The only way to make a long-term connection is by making an emotional connection, touching the other person´s heart. If we don`t manage to do this, we are not going to be able to communicate the brand messages and its qualities,” commented Olabuenaga during her talk “Heartdata (straight-to-the-heart marketing)” in the context of the Premium Video Advertising Summit.
She mentioned that in this hyper-connected world, “it is not enough for others to know us, but we must manage to seduce consumers and for them to be ´lost in love´”. She revealed that almost 50% of digital advertising is not seen by humans.
She emphasized that data is not king, there are other things like emotions, that is the queen. “Video continues to be an important mechanism to connect”.
To use heartdata, she explains it is first necessary to find the heart of the brand or the cause, to know what makes it exist and determine what state it is in; second, find the heart of the person you want to connect with, and third, define the emotional connection model.
“Predicting is not enough. You fall in love with the unpredictable. Machines have no wishes. You don`t fall in love with an algorithm. What we need to do with this media ecology is how to communicate the fastest way possible,” she detailed.
