State Farm: When Marketing to Multiculturals, Tap into Cultural Insights - eMarketer
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eMarketer Interview

State Farm: When Marketing to Multiculturals, Tap into Cultural Insights

Preview from eMarketer PRO

An interview with

Justin Reckamp

Social Media and Brand Development Manager, State Farm Insurance

Interview summary

Consumers are increasingly demanding messaging that is diverse and inclusive, and brands are paying attention. eMarketer’s Alison McCarthy spoke to Justin Reckamp, social media and brand development manager at State Farm, about how the insurance agency is thinking about these issues and integrating them with social media in its own campaigns.

Interview

eMarketer: How has social media influenced the conversation about diversity in advertising and marketing?

Justin Reckamp : From a consumer standpoint, social media has been really empowering. Their social media feed is truly their personal space and they have the power to interact with brands in real time. They expect extremely relevant content that’s specific for them. This means that from a brand standpoint, the channel strategies and creative strategies behind the content must be as diverse as the community itself.