Digital Diversity: How Culture Impacts Digital
Friday, March 13
11:00AM - 12:00PM
Hyatt Regency Austin
Zilker Ballroom 2
208 Barton Springs Rd
We are becoming an increasingly diverse nation. In the U.S. alone, there is a new majority of people in seven of the nation's 15 largest cities. The change in these cultural dynamics provides new opportunities for businesses. And coupled with the rapid acceleration of new online trends in every part of the world, marketers need new strategies and approaches to connect with all of the people that matter to them.
To understand the role culture plays in the lives of three major groups: U.S. Hispanics, Asian Americans and African Americans, Facebook and Ipsos Media CT have partnered together. In this presentation, our teams will illustrate how culture influences attitudes, behaviors and priorities and how that influences the way people communicate online. We will also describe the expectations of multicultural consumers, plus explore how brands can engage with people in culturally relevant ways.
Head of US Multicultural Sales
Christian Martinez is Head of Sales of US Hispanic at Facebook; an effort which brings to market digital and social marketing scale to the USH marketer. He joined the company in June 2013 to lead ...Show the rest
Christian Martinez is Head of Sales of US Hispanic at Facebook; an effort which brings to market digital and social marketing scale to the USH marketer. He joined the company in June 2013 to lead the companies sales initiatives focused on the US Hispanic market. Prior to Facebook, Christian spent 13 years at Univision Communications where he was VP of Network TV and Interactive Sales for the South East and South West regions. In that role he was responsible for leading the only integrated sales office in the country, in which he oversaw a team of network TV and digital sellers focused on providing clients a fully integrated, cross-platform approach. Christian, has led traditional, digital, programmatic, mobile and eCommerce efforts in the USH space. Christian is a graduate of the University of Florida and resides with his wife and daughter in Miami.Hide the rest
Virginia has over 20 years of market experience developing and executing research studies among U.S. Hispanic and other multicultural populations. As lead Multicultural Specialist, Virginia partner...Show the rest
Virginia has over 20 years of market experience developing and executing research studies among U.S. Hispanic and other multicultural populations. As lead Multicultural Specialist, Virginia partners with Ipsos MediaCT clients to help them identify important trends and gain meaningful insights into reaching multicultural consumers. Virginia came to Ipsos from Radio Unica Network where as Vice President of Research and Planning she helped launch the company and managed all facets of research and audience growth marketing efforts at the first nation-wide Spanish-language radio network. Prior, she was VP at Advanced Analytical Systems, the media consultancy division of Symmetrical Resources/Simmons where she worked with media clients such as MTV, VH1 and CNBC on audience segmentation and growth initiatives..
Before joining Symmetrical/A2S, Virginia was Director of Programming Research at Telemundo where designed research efforts to aide in the development and marketing of TelemundoHide the rest