In today's world there is an ongoing dialogue online - we are marketing "with" people, not simply talking "to" consumers.
Last week, my co-columnist Giovanni Rodriguez and I conducted a webinar to launch our new book "Latinosphere: Marketing With Latinos in the Age of Digital." Thanks to ClickZ's organization, we had many participants and a great conversation. More about that later.
Both Giovanni and I have been writing for this column for almost two years. So, when the idea of compiling some of our pieces into book form was proposed, it felt like a natural next step.
The "Latinosphere" book was born out of a beta approach. When we started writing columns here at ClickZ, our sole purpose was to share our insights and thoughts with colleagues, marketers, and other people curious about marketing with Latinos. In doing so, consciously or not, we began crafting a playbook. From different perspectives and covering different topics, we tried to provide a comprehensive take on the Latino opportunity.
Marketing "With" Latinos, Not Simply "to"
As part of this ever-evolving approach, we even decided to change the title from "Marketing to Latinos" to "Marketing With Latinos." We feel that marketing "to" someone sounds wrong in this day and age. It feels closer to the approach where marketers targeted Latinos with a silo approach, as if Hispanics lived in a vacuum. Our approach has always been that brands need to have an inclusive approach when targeting Latinos. We know that digital, and more specifically social media, have reshaped the way brands drive engagement. Today, it's no longer a one-way communication but an ongoing dialogue: we are marketing "with" people, not simply talking "to" consumers.
Last but not least, marketers can also benefit from marketing with Latino interests in mind. We are seeing a Latino shift:
Social media has empowered interaction between different people around shared interests. Latinos don't simply get together around a social community because it has the "Latino" name on it. Hispanics engage with topics and conversations that are relevant to them. Creating social media platforms that leverage Latinos' interests can definitely attract Latinos but can also be a way of attracting non-Latino consumers who might have a craving for Latino food or entertainment.
Want to get more insights? Download the free ebook here.
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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.
Singapore, 5-6 March
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Hong Kong, April 2015
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