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The Digital Age: Using New Media to Connect to Multicultural Consumers

Posted By Barb Francella, Thursday, March 8, 2012
Updated: Thursday, March 8, 2012

The final day of the NEW Diversity Forum opened with Lynn Fantom, chairman and CEO of Interpublic Group’s ID Media (at right in photo, with NEW President & CEO Joan Toth.). Fantom shared how her agency is using new media to connect with multicultural consumers. One opportunity: tapping into the high rate of smart phone use by Hispanics, especially through "text-to-respond” strategies. Mobile click-to-call technologies, that allow mobile users to click on a phone number in an ad, for instance, is " great way to get around the marketing budget because you don’t have to build out websites,” she noted.

Also, ooVoo and Skype video chat and video conferencing services are accepting ads within their chat screens, allowing cpg/retail companies to inject themselves into conversations, she said.

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