English
Bonus
T
here are many ongoing debates about the possibilities
experiential marketing strategies offer brands targeting
Hispanics. From one-to-one interaction to digital
empowerment of shoppers, these techniques have reshaped
the marketing landscape in recent years. However, executives
and marketers are still wary about the affordability of scaling
up personalized and hyper-local strategies. At the very core of
this debate, lies the impact that social media has over the way
shoppers interact with brands and vice versa.
A recent survey by The Path to Purchase Institute
showed that 64% of respondents believed that personal
experience is the most effective tactic in influencing the way
shoppers perceives a brand. The most significant discovery
of the survey, however, was the incomparable willingness
of shoppers to amplify their brand experience through
social media. This path of interaction between brands and
shoppers is a perfect way to reduce the costs of hyper-local
and personalized marketing, while multiplying one-to-one
communication opportunities.
So the question remains, where to begin implementing
experiential marketing strategies? What population segments
are worth planning for? How to enhance customer experiences
while nurturing long-term loyalty?
The Hispanic population segment offers valuable insights
Por: Nery Vázquez, DirecToHispanic
Personalized and Hyper-
local Marketing Strategies
50
| | Julio/Agosto 2014
Abastoonline.com
