As I was about to start this column, I opened TweetDeck to look for some inspiration. It was then that I ran into a tweet by @josehuitron about a new piece by @briansolis: "Content and the New Marketing Equation." The article was about a report with the same name released by Rebecca Lieb, analyst at Altimeter Group. It addresses how marketers must evolve from advertisers into storytellers. Instead of interrupting consumers with messages that are about "me" (brand/product), they need to attract, entertain, and inform. Storytellers are sought and revisited…they often enter into a dialogue with the audience, Lieb says.
And the timing couldn't have been better. Me jumping from one screen to another while writing an article is a perfect analogy of how consumers multitask today. Rebecca Lieb says it right: marketers need to rethink the way they deal with this empowered consumer (a consumer on steroids).
The Multi-Screen Phenomenon
Multitasking is a universal phenomenon, but Latinos are taking it to the extreme based on the following data.
Multi-Enjoying or Multi-Distracting?
Considering the growing multi-screen experience, creating engagement can be challenging for both consumers and marketers. How can we address this? With common sense: trying to understand media multitasking from a consumer perspective.
From Media Planning to Media Storytelling
The multi-screen experience is putting Latinos on steroids. Is your brand taking advantage of this?
We are all part of this phenomenon (like my personal story at the beginning of this column). Yet, it's surprising to see how many marketers and advertising agencies continue to approach consumers the usual way. They continue to plan media like in the old days. Yes, they might add mobile or social media to the plan, but they still aren't shifting from advertisers into storytellers.
Here are some thought-starters:
There are more thought-starters I would like to share, but sorry…I need to get back to tweeting. The TV show I'm watching while writing this column has increased my desire to multitask.
Gustavo Razzetti is EVP, Managing Director of Lapiz, the Latino shop of Leo Burnett. He has 20+ years of experience in integrated marketing communications in U.S. and Latin American markets.
A change agent, with the expertise of transforming agencies into digital at the core shops, Razzetti has become one of the leading voices when it comes to understanding the new market dynamics of US Latinos.
Former Chief Strategy & Engagement Officer at Grupo Gallegos, president of GlobalHue NY and CEO of Euro RSCG Latino. Razzetti's career is marked by extensive experience working with top consumer brands such as Comcast, Walgreens, Verizon, NestlÃ©, Chivas Regal, General Motors, Coca-Cola, and BBVA, and 200 others. He also served as CEO of Euro RSCG both in Puerto Rico and in Argentina. Prior to that, Gustavo was CEO and founding partner of WhyNet - the no. 1 interactive agency in Argentina.
Strategist by conviction, digital pioneer by choice, leader by evolution; Razzetti has received recognitions that include Effie awards, Gran Prix AMBA, Euro RSCG's CBI Award, and Strategic Planning Director of the Year, McCann Erickson. Many of the campaigns he strategically led won Cannes, Clio, New York Festival, London, and FIAP awards, among others.
On a personal note, Gustavo loves scuba diving, bicycling, gourmet cooking, and fine wines.
May 22, 2013
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June 5, 2013
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