Held in the Chapultepec Cultural Forum of Mexico City, this year's National Congress of Digital Marketing gathered hundreds of marketing professionals, students, agencies and all those who are somehow involved in this exciting discipline.
Industry's prominent speakers shared their opinions, advices, best practices and case studies in order to illustrate a varied, complete and interesting range of cutting-edge issues that can not be ignored by marketers and brands in the modern business environment.
Here are some succesfully performed international campaigns that were shared by the speakers, as good examples and inspiration for our daily work in the world of digital marketing.
How to use and monitor social networking to grow our business
Alex Perez. Coordinator of Digital Strategy and Transmedia, Televisa
We need to change the perception brands have about social media. Not everything is traffic, follows or likes. We need to take a step forward - from social to share to social to convert.
Key points for effective monitoring:
Know the user’s needs.
Know the mentions and impact of the brand.
Know the feeling of these mentions, and what causes them.
Know what topics our brand evolves.
Interpret the message of the audience.
Perform an effective crisis management.
Locate the influencers.
Monitor the community manager.
What can we achieve with effective monitoring?
Know a brand's reach.
Build brand awareness.
Effective monitoring of Social Media can improve brand’s digital offer. It allows us to create valuable content to the user. It's necessary to hit the consumer at least seven times before converting him into a customer.
Key points for Social Media Intelligence:
Research and monitoring.
Decision-making and innovation.
Brands should be able to transform their own business and anticipate the needs of the user.
Big Data: the new player of marketing
Mario Nissan, CIO, Flock
The world is being digitized. Soon everything will be connected to the Internet.
The four V's of big data:
All of them build on a 5th: Value.
How Flock makes Big data:
Digitalising touch points.
Concentrating all the information in one big database.
This allows for you to perform business intelligence, marketing and innovation. (IPO: Input - Processing - Output)
Key points for the implementation of big data:
Having focused objectives.
Start with the output. Technology is never the idea.
No one size fits all. Customize!
Integrate people, processes and tools.
Big data enables setting the development of more intimate and personal experiences for consumers.
"Big data is watching the planet develop a nervous system".
Metrics for evaluating a digital strategy
Jack Ades, Director of Operations, Gross Und Klein
In Mexico there are 45.1 million Internet users.
7.9 million have internet connection.
The average daily connection time is 5 hours.
Connection from smartphones doubled in 2012.
The probability to sell to someone who follows you on social media is 67%
Key points for an effective measurement:
Define the objectives - inform, sell or capture users.
Identify the metrics according to the objectives: likes, follows, shares, comments, payments, subscriptions, sales, etc.
Choose your KPI's: conversion rate, click through rate, cost per action, etc.
Choose your tools: Analytics.
Constantly evaluate and correct.
“The objective defines the metrics. Choose wisely.”
Traditional media in the digital age: the new paradigm
Jessie Cervantes, Artistic director, MVS Radio Mexico
17% of internet users in Mexico have a blog and 9 out 10 have a profile on social networks.
Companies have changed their spirit. They are becoming service providers more than product suppliers.
There are 120 million mobile lines in Mexico.
We are moving from a monologue to a dialogue.
Television has evolved into SmartTV, however it doesn't have our full attention anymore.
Credibility is a key factor to work on Internet.
1 out of 4 internet users in Mexico uses Netflix. In the United States it represents 30% of the traffic peek.
Traditional media needs to learn soon that the future of media is moving somewhere else.
Children’s Digital Experience: a challenge for brands (panel)
Guillermo Pérezbolde, VP, Mexican Internet Association
7.5 million kids in Mexico are on Facebook.
In 2013 63% of kids use smartphones vs. 41% in 2011.
70% of children between 6 and 9 years old are on social media and 51% of parents don't supervise its use; 35% only ask and 14% check what they do.
Kids prefer the use of Internet (65%) vs. Television (31%) and only 1% considers it an educational tool.
Internet is something completely normal for kids. They have been born and are growing with the new technologies.
Brands must have ethical criteria when designing and planning their campaigns.
Children should be exposed to internet in a responsible manner, with appropriate content rather than restrict it.
Brands should educate parents about what happens online.
Case study: Impact of social networks on the airlines
Ernesto Nava and Lara, VP Digital Marketing, Aeromexico
Aeromexico has had several important events during this year, including a crisis because of pilot and flight attendant strikes in June, an event for which they performed a containment plan involving social networks as the official communication media.
Customers used these platforms to ask about possible delays and cancellations. Thanks to a rapid response, attention and clear communication with them, Aeromexico successfully fought this mishap.
Another event was the arrival of the B787 Dreamliner to Mexico, an event relevant for being the most advanced commercial aircraft.
They developed a communication campaign based solely on social networks: real -time coverage, Facebook and YouTube streaming, and coverage of press conferences. All of this focused on the features and benefits of the aircraft.
A third event was related to the storm “Manuel” that hit Acapulco, where the airline was an active food and passengers free carrier, positioning itself as a socially responsible brand and having better acceptance among its users. Again, social networks were used as main communication media.
The mobile user experience, a challenge for brands and businesses
Luis Arvizu. Director, Yahoo! Mexico.
The evolution of mobile devices has increased from text to graphics and hence to touch pads.
Nowadays, we have ten times more devices than a decade ago.
Changes in technology cause transformation in our communication. Initially, devices consisted of a bilateral voice-based communication, entering then texting. However, at present, devices are used not only for collective consumption of content, but for its production as well.
It is estimated that next year more people will be connected to the Internet through their devices than through computers.
Mexican users begin to do the same things that American users do, a year later. Businesses apply it years later.
People have an increasingly close relationship with their mobile devices. Six out of ten people sleep with their mobile phone in bed.
Wearable technologies such as Google Glass exemplify the integration of technologies and devices that now form part of what people wear.
When clients speak, but companies do not listen in social media
Christine Suta, Founder and CEO of Tequila Garage - Digital Marketing Agency
Social networks have empowered customers. Companies must serve them and woo them publicly and blatantly.
Using social media to communicate with companies has grown 30%.
Only 36% of people who complain or express dissatisfaction with some brand are answered.
The fastest path for brands to learning in social media is to analyze successes and failures. Capitalizing experiences.
What happens when companies do not respond to their customers on social media channels?
They lose the ability to create a connection.
It damages their reputation.
They lose visibility or its negative visibility increases.
Customers and leads abandon the brand.
It affects employee's motivation.
They lose sales and future possibilities.
There are two things highly viral in social media: good content and bad experiences.
What happens when brands are active and respond to their customers on social media?
They increase sales.
They have an increase in potential customers.
There is more loyalty and trust.
Relationships are cultivated.
Obtained and can maintain a good answer.
Serving customers in social networks is no longer the question. The question is how.
Five best practices for brands social media:
Having a professional and trained staff.
Constant monitoring and effective response.
Processes, rules and functions perfectly designed.
Feedback, improvements and synergy.
Social networks are the ultimate communication channel with brands.
How to design a successful content marketing strategy
Daniela Escalante. Director, Guik - Digital Agency
When creating a strategy:
Define personality and tone.
Define content type and percentages.
Practice absolute honesty.
Create content for mobile phones.
Generate specialized content.
Generate conversation between different platforms.
Involve the community in the creation of content.
Listen and adjust.
What NOT to do with online content:
Assume that everyone is interested in your brand.
Are we ready for social media gaming?
Engel Fonseca. SVP Digital Value US Hispanics and Latam. Media Science
We need to create apps as everyday as sending an email. They are the most demanded content. Video games are a playful experience needed to develop our problems capacity to solve problems
Is optimistic - He plays because he thinks he can win, because he likes to solve problems and set goals.
Is fast - His mental configuration tends to quick decision making.
Is innovative - The speed factor results in a constant search for new things.
They are the most important content. People seek entertainment.
They are not waste of time. They help to develop cognitive skills.
They develop optimism.
They make us social. Allow interaction between several people, even from a distance.
They promote happiness.
Not every game is good. We must learn to identify those who do not contribute positive things to our mentality.
Showrooming: new technologies that transform the stores and traditional commerce
Carlos Tapia. Digital Marketing Manager. Draftfcb
A consumer is someone who, after seeing thousands of ads on a brand, decides on another at a store.
Today's consumer is a consumer of transmedia.
Integration is the key to new retail.
The consumer is a monster hard to surprise, demanding, informed, unfaithful and crafty.
At the end of this year there will be more devices than the world's population.
The trend in social media is creating vertical content, i.e.: specialized.
In Mexico, 84% of searches for products and services are made from a mobile phone.
How can we get a shopper to not be distracted? Innovating.
Brands should integrate at least one ecommerce platform.
The shopper needs more and more information.
The shopper needs to be motivated.
Brands must always find solutions.
The shopper is great in comparing.
Myths of Online Marketing
Francisco Ceballos. Director, Mercado Libre Mexico
Almost 50% of Mexicans are Internet users, and are the youngest in Latin America.
57% have made a purchase or payment online.
97% would do it again.
1% of GDP in Mexico is provided by e-business.
Music and movies are the best selling products online in Mexico.
Myth # 1: "Online marketing is different from offline marketing." Practices are the same, they only adapt to the environment.
Myth # 2: "It only impacts people on a computer." Today, people are impacted by a myriad of devices: smartphones, tablets, smart TV, etc...
Myth # 3: "Internet still has little reach." Currently Internet is growing rapidly gaining place among the mass media.
Myth # 4: "Brand building is achieved only at the offline environment". You need to do branding in digital media to create communities and brand ambassadors.
Myth # 5: "We have to measure everything to know if we were successful." We need to analyze the right metrics and the right way. Numbers do not say anything themselves.
On November 12th and 13th, Mexico City will host the second annual National Congress of Digital Marketing (Congreso Nacional de Marketing Digital), organized by none other than Mexico's most important publication in Marketing, Advertising and Media: Merca 2.0 Magazine and kätedra Communication Group.
The event converges the leading minds of Digital Marketing in Mexico and Latin America for a presentation of their views, trends, practices and case studies in an industry characterized as dynamic and unavoidable for modern marketers.
Speakers from agencies and brands such as McCormick, Aeromexico, Yahoo!, DraftFCB, Flock, Mercado Libre and others will be sharing their experiences, insights, and what they consider to be the most important challenges in the environment for brands and how should they address them.
More Than Branding will be present for full coverage and share every detail of this important and interesting event.
Stay tuned on our social media channels and on the blog!
On the month that marks the second anniversary since Steve Jobs' passing, blogger Edgar Estévez reflects on the influence and legacy Apple's main man left to the marketing world...
An entrepreneur, an innovator, an inventor, a visionary… a genius. These are just some of the adjectives used to describe Steve Jobs, a man whose path was never predictable. He was given up for adoption at birth, he dropped out of college after only one semester and at the age of 20 co-founded Apple, currently one of the most valuable companies in the world.
There is no doubt that Steve Jobs created a revolution. As one of the top pioneers on the personal computer and electronics field, his impeccable taste and sense of style made him push all market boundaries, transforming one industry after another - from computers, to smart phones, to music and even animated films.
It’s been two years since he passed away and we still remember him as the very soul of the organization he helped create. His aggressive and demanding personality made him a perfectionist, always aspiring to be one step ahead of the industry and setting the market trends in innovation and design. But most importantly, he impregnated his passion for simplicity and top-notch quality into the company’s organizational culture, making this one of the key components of Apple’s sustaining performance and competitive advantage - percieved upon entering any Apple store in the world or simply by opening the box of any Apple product for the first time… It’s almost like a ritual!
As a marketer, Steve Jobs was a natural. He was driven by his obsession and love for his products, and made it a personal mission to have an impact in people’s lives. Not only did he invent great things, he also made the consumers feel emotionally attached to the brand at the point of turning them into passionate advocates of Apple. They don't think of themselves as consumers, but in turn members of a movement, a mission, something larger than themselves. He helped build mystery and expectation around product launches, always generating buzz and suspense before unveiling some amazing new gadget, making consumers and specially the competition go mad with speculation. Jobs was also not afraid to go big, as pointed out on hubspot.com, and one great example was the widely known 1984 “Think Different” commercial for the new Macintosh, where he hired Ridley Scott, director of Alien and Blade Runner, and spent around $1.7 million ($3.4 million today) between producing the ad and running it one time during the Super Bowl. This was a huge risk for the company, especially since it wasn't clear that the ad would succeed, but it paid off. The ad generated as much coverage as the Macintosh itself.
No doubt that Steve Jobs is a tough act to follow and the company is not only facing new challenges in the market but also trying to continue his legacy. So, how is Apple doing today? According to a study conducted by Interbrand Corp. on the Top 100 brands this past September, Apple has unseated Coca-Cola as the world’s No. 1 brand with a brand value of $98.3 billion, 28% more than last year.
Still, some say that the brand is losing its magic. Some of the latest product innovation hasn’t raised the bar high enough for competitors and for consumers, who are always expecting big things from Apple. Many of the brand’s major products are facing increased competition from Samsung’s top-selling Galaxy phones, Amazon’s Kindle tablet reader and Spotify’s music service - and still the company keeps innovating around the same things - which is probably not innovating at all. The brand may be loosing its momentum, but they still have time to turn things around. After all, Apple is a very strong brand and the most profitable technology company there is, generating $41.7 billion last year. And even more importantly, they still have the consumer’s trust, since the popular perception is that “Apple could do no wrong”.
Most recently, the company appointed former Burberry CEO Angela Ahrendts as their new SVP of Retail and Online Stores, which many industry experts are saying is one of the company’s best decisions so far, since she is likely to bring a fresh leadership focus to Apple and complement well with current CEO Tim Cook to bring the brand up to the next level with breakthrough innovative products in new categories, allowing Apple to become the outstanding company of this decade.
Before you finish reading I wanted to leave you with the 10 things I have personally learned from Steve Jobs as a marketer myself. Additionally, here's a small fragment from a PBS documentary of 1994, which for me, perfectly reflects the way he saw and lived his life. Enjoy!
10 things I’ve learned from Steve Jobs as a marketer:
Time to market is crucial.
Simple is always better.
Failure is part of the process. The most important thing is knowing how to stand up again.
Tenacity and hard work always pays off.
Pay attention to details.
It’s ok to go a little crazy sometimes.
Don’t be afraid to think different.
Steve Jobs on 'One Last Thing', a PBS documentary:
“ When you grow up you tend to get told the world is the way it is and your life is just to live your life inside the world. Try not to bash into the walls too much. Try to have a nice family life, have fun, save a little money.
That’s a very limited life. Life can be much broader once you discover one simple fact, and that is - everything around you that you call life, was made up by people that were no smarter than you. And you can change it, you can influence it, you can build your own things that other people can use.
The minute that you understand that you can poke life and actually something will, you know if you push in, something will pop out the other side, that you can change it, you can mold it. That’s maybe the most important thing. It’s to shake off this erroneous notion that life is there and you’re just gonna live in it, versus embrace it, change it, improve it, make your mark upon it.
I think that’s very important and however you learn that, once you learn it, you’ll want to change life and make it better, cause it’s kind of messed up, in a lot of ways. Once you learn that, you’ll never be the same again."