Post by samsparrow74 on Feb 14, 2024 22:44:47 GMT -6
The second day of the Latin American summit +Cartagena , which MarketingDirecto.com is covering for you from the beautiful Colombian city of Cartagena de Indias , once again gave attendees substantial learning in the field of communication, marketing and advertising, which it seems that they will ride on the future on the back of purpose (that which the consumer demands yes or yes from brands) In these times, marketers are especially concerned about how to make their way into the hearts of millennials , they treat them (without any concealment) as their “right eye.” About millennials and the keys to connecting with Generation Y, a generation that proudly raises the flag of activism, was precisely the presentation by Hernando Paniagua , director and general manager of PULZO . Keys to reaching the heart of the Millennial Generation From Paniagua's point of view , viral content , the kind that makes the Millennial Generation's mouths water so much, must be "cooked" with 6 fundamental ingredients: address a familiar topic, carry a comical or shocking twist in its core, generate emotion.
Have a format adaptable to any platform, be susceptible to being easily shared and encourage its appropriation by the audience. @mas_Cartagena #MasCartagena #PanamaEnMasCartagena #RadioPanama @paniagua — Radio Panama (@radiopanama) October 3, 2019 On Jordan Phone Number List the other hand, and beyond being juicy, content produced with millennials in mind must be supported by good distribution . After all, as Paniagua emphasized, paraphrasing Jonah Peretti (CEO of Buzzfeed), “content is king, but distribution is queen . ” "The distribution is 70% and the content is the remaining 30% ," said Paniagua. Fernando Vega Olmos , co-founder and creative director of PICNIC, emphasized the need to give a twist to the messages that reach the eyes of the consumer (whether millennial or not) . Without a reason for being, brands lurch towards failure From the point of view of Vega Olmos, the consumer is not concerned about the brands and if they disappeared, they would not even bat an eyelid. In this sense, "if brands are orphans of reason for being , they are doomed to be indifferent in the eyes of the consumer.
For the consumer, only those brands with which they share values are significant in their lives ," stressed Vega Olmos. “The consumer doesn't care about #brands !” Fernando Vega Olmos says right now about Picnic in #MasCartagena pic.twitter.com/uuZmgNB9W5 — Javier Piedrahita (@jpiedrahita) October 3, 2019 If brands want to become truly meaningful to the consumer, they must also provide themselves with different perspectives and women are often the bearers of these different perspectives. Even so, Vega Olmos emphasized, "talent always wins the game over gender." The presentation by Enric Nel-lo , partner and executive creative director of Full Circle Karma , also revolved around the purpose, the reason for being of the brands . Nel-lo stressed that, beyond making money, brands "need to inspire, entertain, educate, help, inform and reward." The greatness of a brand is demonstrated when it dares to get wet "Brands whose sole purpose in life is to make money are inevitably doomed to failure," he said. In reality, “the number one enemy of brands is return on investment ,” she added. “When brands are governed by purely financial metrics, it is clear that they do not understand the new paradigm of society,” she warned. Interesting to hear some (few) critical voices with what is happening today in the advertising sector, in a great Latam event like this @mas_Cartagena #MasCartagena . Covering another Spanish Catalan advertising star this Thursday in Colombia: @enricnello from Full Circle Karma pic.twitter.com/UJ2Hy33qG7 — Javier Piedrahita.
Have a format adaptable to any platform, be susceptible to being easily shared and encourage its appropriation by the audience. @mas_Cartagena #MasCartagena #PanamaEnMasCartagena #RadioPanama @paniagua — Radio Panama (@radiopanama) October 3, 2019 On Jordan Phone Number List the other hand, and beyond being juicy, content produced with millennials in mind must be supported by good distribution . After all, as Paniagua emphasized, paraphrasing Jonah Peretti (CEO of Buzzfeed), “content is king, but distribution is queen . ” "The distribution is 70% and the content is the remaining 30% ," said Paniagua. Fernando Vega Olmos , co-founder and creative director of PICNIC, emphasized the need to give a twist to the messages that reach the eyes of the consumer (whether millennial or not) . Without a reason for being, brands lurch towards failure From the point of view of Vega Olmos, the consumer is not concerned about the brands and if they disappeared, they would not even bat an eyelid. In this sense, "if brands are orphans of reason for being , they are doomed to be indifferent in the eyes of the consumer.
For the consumer, only those brands with which they share values are significant in their lives ," stressed Vega Olmos. “The consumer doesn't care about #brands !” Fernando Vega Olmos says right now about Picnic in #MasCartagena pic.twitter.com/uuZmgNB9W5 — Javier Piedrahita (@jpiedrahita) October 3, 2019 If brands want to become truly meaningful to the consumer, they must also provide themselves with different perspectives and women are often the bearers of these different perspectives. Even so, Vega Olmos emphasized, "talent always wins the game over gender." The presentation by Enric Nel-lo , partner and executive creative director of Full Circle Karma , also revolved around the purpose, the reason for being of the brands . Nel-lo stressed that, beyond making money, brands "need to inspire, entertain, educate, help, inform and reward." The greatness of a brand is demonstrated when it dares to get wet "Brands whose sole purpose in life is to make money are inevitably doomed to failure," he said. In reality, “the number one enemy of brands is return on investment ,” she added. “When brands are governed by purely financial metrics, it is clear that they do not understand the new paradigm of society,” she warned. Interesting to hear some (few) critical voices with what is happening today in the advertising sector, in a great Latam event like this @mas_Cartagena #MasCartagena . Covering another Spanish Catalan advertising star this Thursday in Colombia: @enricnello from Full Circle Karma pic.twitter.com/UJ2Hy33qG7 — Javier Piedrahita.