Recently, I was invited to do an interview with Charlene Shirk, host of Digital Champions with DailyAdBrief. The show is dedicated to bringing advertising and marketing experts to share industry news, trends, and cutting-edge tactics to drive engagement.
As a partner of Nativa Inc., an award-winning and data-centric communication agency and a Latinx in tech, I am often invited to share an opinion or speak at events about digital innovation, emerging technologies, changes in consumer behavior, and population. This interview focuses on how marketers can use social data analytics to support the development of digital campaigns, especially if the target audience is Gen Z, the most racially and ethnically diverse than any previous generation.
What is your company’s Elevator pitch when talking about Nativa?
Nativa Inc. is a cultural and data-driven communication agency that focuses on using data insights to guide the development of integrated communications strategies, content marketing, and advertising while informing clients on how cultural and demographic changes may impact their industry.
What is the main pain point that you solve for your customers?
Nativa helps companies and organizations to better understand how to reach, and engage diverse target audiences powered by cultural analytics. Usually, the main pain points are:
- Understanding and anticipating changes in consumer/population behavior
- Capturing to the authentic voice of diverse consumers
- Gaining competitive insights in real-time
What is the biggest change in marketing that you see coming in the next 2 years?
The growth of digital transformation is powered by the next generation of consumers. According to the 2020 Census data, the Multiracial population (two or more races) has changed considerably in the past ten years, growing from 9 million people in 2010 to 33.8 million people in 2020, which is a 276% increase!
The growing bi-racial and bi-cultural population and the adoption of new technologies to maximize customers’ experience are some of the biggest changes for marketers.
What is one tip that you would give when it comes to digital marketing?
I have two tips. One is to let your data tell the story. Data helps brands and marketers better understand behavior among target audiences, and identify trends and gaps in opportunities. The second one is to continue implementing a customer-centric approach.
What is your biggest pain point when it comes to digital advertising?
We anticipate some challenges ahead as cookies are being phased in to protect users asking for more privacy. In our case, Nativa manages several recruiting and lead generation campaigns, now it’s going to be more difficult to obtain detailed information to target specific audiences.
Today, in a world where almost everything is digital, brands need creative and authentic ways to market their products. If your company is looking for an outside consultant to help improve cultural strategies or implement a digital transformation, please fill out the contact form.