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ALFREDO GANGOTENA: Essentially, when you deal
with a mass brand, one of the largest brands in the world,
clearly we have had an approach in the past for many,
many years where we did not make any difference between
man, woman, or young, rich, poor, banked, unbanked.
And yet, when you start fine-tuning, when you start
pinpointing, you understand that there are several
segments in the population that behave in a very
different way.
Concrete example for us.
In the payments industry, half of the world's population
doesn't have a bank account.
And yet if the trend continues at this pace, mobile phones
will be in the hands of 80% of the population in the planet.
So we are now thinking about facilitating payments for this
half of the world that doesn't have a bank account through
mobile-to-mobile payment.
Very much so what we have seen in the explosion of the
smartphones, you will see in the explosion of payments
through the mobile phone.
Very clearly, the second route is to
understand digital media.
The largest expression today of
democracy is probably Facebook.
For the first time in history, each and every individual has
his own or her own Facebook page.
And very clearly, you're dealing with Mr.
Jones or Mrs. Jones.
You are no longer dealing with youth segment.
So we're moving very quickly towards an extremely
laser-focused marketing, and that is all about digital.
Today, our digital spend is increasing very fast. We're
learning on how to use digital to understand how advertising
works in that field or actually doesn't
work in that field.
But probably the best way to express is how do we put the
MasterCard card and what it means, the priceless aspect of
what we do, into the hands of the individual, and then it
gets spread out through social media at an accelerated pace?
I think that's the second most important change that we as
marketing people face today.