Speaking at the Association of Hispanic Advertising Agencies’s 2009 Media and Account Management conference in Las Vegas last week, Miravate stressed social media can be used as either a tactical or strategic medium.
“You bring what you do in your daily life online and social media is enabling that. You can run a simple banner or create a brand profile,” he said. “You can put your brand in that social arena. Social media has mass reach. It’s the fabric of Hispanics online.”
Miravate offered the following advice: “Understand the key driving points for the brand. Connect what your brand can offer and what users want. Pharma has been slow to come to the medium; others like wireless have jumped right in. You need to bring very tangible value to users.”
In Miravate’s view, social media is a great way to use direct response. Some agencies use it just to drive sales and reach10 million U.S. Hispanic users. It’s low cost and delivers high returns, he said. Branded initiatives are helping to launch new products and drive use and purchase behavior.
Source: Brand Week