Firecracker: More than Likes and Tweets, understanding the Latino mind

This paper argues that marketers should segment their audience by digital connectedness and social engagement rather than demographics, and uses examples from Heineken in Europe and Burger King Motel in New Zealand to explain how this approach can work.

Firecracker: More than Likes and Tweets, understanding the Latino mind

James ConradTNS Brazil

Preface

Media fragmentation is often described as the biggest brand challenge of the digital age. In reality, it offers the greatest opportunity to personalize the messages and get their attention. When planning a digital strategy it’s not only a question of having a website, a fan page or a tweet account. It all comes to the individual and the way we can use research to understand how they behave and interact with brands.

Introduction

An average consumer is bombarded by thousands of brand communications daily across...

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