National Congress of Digital Marketing, Mexico: DAY 1

Congreso Nacional de Marketing Digital

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.
  • Improved reputation.

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.
  • Social CRM.
  • 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:

  • Automate.
  • Delete conversations.
  • Lie
  • Assume that everyone is interested in your brand.
  • Steal content.

 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

Gamer’s neuroscience:

  • 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.

Video games:

  • 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.

Winning case

Andrés Chardí, Brand Manager, McCormick-Grupo Herdez

McCormick is a familiar brand of great tradition in Mexico that has modernized its strategies involving 360° schemes, including digital marketing and the involvement of their distributors. 

It has adapted to digital trends using promotions, web and social media presence, maintaining traditional practices such as TV, radio, and outdoor among others.

Follow us on our social media platforms for an up-to-the-minute update on Day 2 of the National Congress of Digital Marketing!

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