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National Congress of Marketing in Mexico: Day 2

Congreso Nacional Mercadotecnia Mexico

The second (and final) day of the 6th National Marketing Congress in Mexico City was nothing short of an insightful and notable experience revolving around the world of Marketing, Advertising and Media. 

The day kicked-off with a conference by Fabian González, Marketing & Corporate Communications Manager of Comex, who dealt with the issue of Street Art: the urban art of selling and how this is linked to the company’s marketing strategy. He shared some great insights on how to take advantage of this wonderful communication tool: 

  • Creative strength + independence = inspiration
  • Color + art = transforming power
  • Communication + awareness = action
  • Empowerment + entitlement = movement
  • Individual expression + content = unique and unrepeatable
  • Urban art + brands = disruption

We amidst the era of democratization of content, where art is reachable to all of us. Brands should take advantage of this to emotionally connect with consumers and inspire them.

Meanwhile, Adrián Peregrino, CEO of Spotify Mexico spoke about the digital music industry and shared some interesting facts with the audience:

  • Technology has radically changed the way we listen to music. When Napster was launched, the record labels lost 50% of their business.
  • 59% of the music industry income in Mexico is coming from digital platforms. For the first time digital data is more relevant than the physical one.  
  • There is a 79% annual increase of music apps in the world, while video streaming is increasing by 114%.

There is no doubt Nike is one of the most renowned brands when it comes to innovation. And this was confirmed when its E-commerce Marketing Leader, Ana Lizz Pardo took the stand and spoke about social videos, highlighting some stimulating points, such as:

  • Digitally savvy kids grow up and change everything
  • It’s a she-conomy
  • Social networks fuel the participatory economy
  • Consumers control the relationship
  • Localism creates a new way of life
  • Internet has an emotional side
  • Context is king
  • Facebook video is the new YouTube
  • Real-time storytelling
  • Viral is the only currency

“In social media, you are not competing with other brands, you are competing against the user’s family and friends.” - Ana Lizz Pardo.

José Alberto Terán, CEO & Founder of Terán TBWA gave some valuable advice based on his extensive experience working on several pitches for new accounts. He suggests to:

  • Choose your battles, don't go for everything
  • Work with your best-in-class team
  • Pay attention to the brief
  • Be organized to win and be prepared to invest
  • Act as a brand
  • Adopt a posture, choose a topic
  • Do you want to be right or do you want to win?
  • Make it smart, make it beautiful, have fun
  • Rehearse
  • Use your best presenters
  • Never give up - fight until the end
  • If you win, quickly celebrate and then start working. If you loose, have a postmortem.
  • Winning a pitch is just the beginning

When it comes to positioning, Corona is without a doubt an expert. Acting as the brand's representative, we had the pleasure of listening to Jorge Inda, Brand Director of Corona and Bud Light about the 4 key elements to develop a successful branding: superior product, a distinctive positioning, consistency and the establishment of consumer loyalty programs.

Jorge also suggested we go out of the traditional, and sometime subjective scheme, and instead ask ourselves the following questions:

  • What is the brand's vision?
  • What is my play field?
  • Which elements will allow us to win?
  • How can we create physical and mental availability?
  • How can we improve the world?

To continue with a superb lecture, we received Mike Arciniega and Arturo Diaz, Creative VPs and Founding Partners of Archer Troy, one of the top independent agencies, recognized for their campaigns for the film industry. They took us through their vision of the creative process to achieve a brand positioning.

Mike and Arturo raised a series of valuable points for all brands that seek to develop effective creativity that leaves a mark in consumers' heart and mind:

  • The foundations of our business are the ideas. Ideas move the world
  • Explore your surroundings and generate reference frames all the time
  • Come up with ideas instead of occurrences.
  • Generate simple but powerful ideas.
  • Never get stuck with the same idea. Go beyond.
  • Don’t use the same style in your ideas; versatility will be your strongest tool.
  • Exercise your thinking daily
  • Love your ideas or abandon them
  • Creativity always give you revenge
  • There are no manuals in creativity

“To find that great idea, muses should find you working.” - Mike Arciniega and Arturo Díaz

On key topic in marketing these days is Big Data. Mario Nissan, Performance Director of Flock, offered some great observations on this matter:

  • It’s important to have a data strategy. Big data is about quality of information, not quantity.
  • Big data should be: Smart and clean data.
  • We all leave a digital footprint when we go online. Brands should take advantage of this.
  • We should always ask: What issue is it solving? Is it useful for people?
  • Focus on the consumer is key.
  • We should seriously consider always the privacy and security of the information.
  • Don’t forget to study this concept and test it. Data Marketing is more reachable than we think.

Just a few hours before wrapping up the event, Alejandra Rueda, Shopper Marketing VP of Primer Nivel Group explained the trends that will set the consumer shopping habits for the next years:

  • Security: Consumers are feeling vulnerable and brands should make them feel safe.
  • Authenticity and innovative: Individualization is essential.
  • Hybrid consumers: Consumption is segmented and experiential
  • Diverse Society: Traditional roles are evolving.
  • Constant social movement: Connectivity allows shopping access 24/7.
  • Time management: Products should make consumer’s life easier.
  • Connectivity: Consumption guide is set by the virtual world.
  • Health conscious: There is an increasingly cultural consumption of healthier products.
  • New social classes.

Iliana Pérez, Marketing and Business Development VP of Hill-Knowlton Strategies discussed the concepto of Innovative Influence and highlighted these key points a brand should consider:

  • Today the most demanding critic is the consumer. They have access to all the information.
  • Consumers area looking for unique experiences, but most important, they want it now! Timing is critical nowadays.
  • Brands must not only worried about being present, they should be useful. This is key.
  • We need to constantly innovate. Brands should have 365 days of disruption, WOW is not enough, we must maintain. 
  • Find insights. An insight is that thin line between what consumers say they want and what they really want.

The final lecture was held by Álvaro Rattinger, CEO of Merca 2.0 who explained the concept of Asymmetric Marketing - a result of small actions that produce exponential results. These are the small details that can bring big results and where the focus should be when a brand is looking to innovate.  Álvaro explained the following:

The concept that consumers want everything for free is false. When you make an effort for them your consumers are willing to pay for it, when you don’t, then they want it for free.

  • Innovative daily. The more you practice, the less chances you will have of failing.
  • Innovation is not about budget, is about making things happen. Is about willingness.
  • Creativity is not innovation
  • Be platform agnostic
  • Be metric centric
  • Use Big Data as an ally for the customization of products
  • Be consumer-centric

We can certainly say that this year’s congress has far exceeded the audience expectations.  Personally listening to the experiences and best practices of the marketing and advertising industry leaders of Mexico is not only an enriching benchmarking exercise but also an inspirational experience for us marketers.

Congreso Nacional Mercadotecnica Mexico

Photo credits: Martha Debayle

Translation by: Edgar Estévez

National Congress of Marketing in Mexico: Day 1

Congreso Nacional Mercadotecnia Mexico

Grupo Kätedra and the prestigious magazine Merca 2.0 were hosts to the 6th annual National Congress of Marketing in Mexico City – the nation’s gathering for everything related to marketing, advertising, communications and media.

The two-day event took place at the World Trade Center, home to the most relevant business, cultural and entertainment festivals in Mexico. Big names in the marketing industry shared the most relevant concepts of our modern times: social media, content marketing, e-commerce, experiential marketing, ROI and other topics – all relevant to the creative industry as well as entrepreneurs and professionals of the passionate discipline that is marketing. A sense of innovation, exploration and creativity was felt in every panel and conference during the Congress, an event that received over 3,000 guests, specialists and authors of the most extraordinary strategies of the past decade.

Jaime Aparicio, Regional Director of Easy Taxi, kick-started the two-day event with the first conference, in which he cited the 10 changes that are being witnessed in the modern-day customer:

  • ¼ of the current population in Mexico (30 million) are millennials, of which 274% are more influenced by blogs, websites, social media, a generation that is constantly hyper connected.
  • These consumers prefer experience to all else and are concerned about their health and the planet.
  • 70% of millenials have a high regard to the approval and opinion of their peers when it comes to decision-making. 61% of these tend to review products and services online.
  • 90% use multiple screens at the same time and 48% use social media to learn about new trends.

Jesús Padilla, Director of PayPal Mexico explained the new tendencies regarding mobile payments, in terms of consumer behavior, available technologies and the global and local context in which the brand is occupied in:

  • PayPal projects that the level of expenditure through e-commerce will be of 290 million dollars.
  • In Mexico, 50% of sales within the fashion industry are processed through mobile devices.
  • 88% of smartphone owners in Mexico are between the ages of 18 and 34.
  • It’s projected that between the years 2015 and 2017, the demand of mobile solutions for brands will increase.
  • Between 2019 and 2020, there will be a rise in the number of purchase platforms for mobile devices.
  • In the year 2020-2022, online shopping will become an omni-channel experience.

Romeo Márquez, Happiness Ambassador in Gelattina gave an in-depth view on the subject of millennials - the consumers of the future:

  • They look for ways of making money before turning 18
  • They are willing to try new ways of interaction
  • They are multitasking and multiscreen
  • 60% write product reviews online
  • They trust their friends more than corporations
  • They are concerned about helping the planet
  • They don’t have an immediate interest in buying a house, a car or getting married.
  • Their purchasing power is too much to be ignored by brands

Carlos Herrero, President of Strategy, Communications and Media spoke about the main mistakes within the industry of Public Relations. The experienced professional mentioned the four main pillars of PR: positioning, credibility, reputation and empathy.

He made a special emphasis on the fact that Public Relations is not meant to substitute advertising, but rather to complement it. One mistake made by agencies is that they are unaware of certain key aspects of their clients and seldom identify a precise target, or pay attention to the product’s main attributes.

He also mentioned that Public Relations is a human science, and as such, should be measured as one. It should not be measured in terms of money, but in terms of the relationships that are created and brand improvement. For Carlos, brands should integrate digital communications in their PR plan.

Another interesting topic is the future of content marketing, expressed by Gonzalo Sevilla, Director of New Business for ESPN Latin North. He goes on to explain that the concept of Content Marketing goes further back than one might imagine. However, today it’s more important than ever. Content marketing is the act of telling relevant stories with a commercial purpose.

He also insisted in the importance of brand legitimacy, which is vital for a brand’s credibility and sustainability when it comes to a successful content marketing strategy.

Key steps for a successful CM strategy:

  • Look for a relevant story to tell
  • Integrate the brand with that story in an organic way
  • Tell the story without losing sight of both the communication platform and target
  • Legitimize the brand
  • Generate power of influence in the consumer.

Carlos Quintana, General Manager of Lagencita shared the means to having a successful dialogue with the current consumer:

  • Content Marketing: When it comes to creating content, brands should remember consumers are not stupid.
  • Branded entertainment: Brands are the principle generators of entertainment.
  • Wearables: 1 out of 5 people have a wearable gadget. It’s a 5,800 million dollar industry.
  • Communications in movement: One third of all purchases during the last Black Friday were made via mobile devices.
  • Supremacy of audiovisual content: One quality video can elevate sales in a 74%.
  • Gamification: 70% of businesses within the Forbes Global 2000 will invest in gamification in the near future.
  • Right-time marketing: A well published tweet at the precise moment during an important event can generate up to 400% retweets and 421% favorites.
  • Generation of experiences: Definitely preferred over products
  • Native advertising: Current investment in native ads is 4,800 million dollars. This is expected to grow to up to 8,000 by the year 2018.
  • Big data: 94% of businesses require personalization. We must define micro-targets.
  • Collaboration: We live the era of economic cooperation.

Guillermo Pérezbolde, CEO & Founder of Mente Digital taught the basic steps in measuring the ROI of social media strategies, by diving into the interesting concept of ROO (Return on Objective’s.)  This term refers to actions that do not necessarily produce a sale, but that facilitate them. ROO is not a concept that measures currency, but the fulfillment of objectives, actions and accomplishments according to these.

He also stated that aside from that, brands needs to generate brand awareness, engagement and need to work on their Online Reputation Management (ORM).

Metrics that can be used when it comes to ROO:

  • Audience
  • Engagement
  • Conversation
  • Influence
  • Conversion
  • Scope / Reach

Emilio Trabulse, Director of Marketing in Grupo Martí shared the key elements that generate brand experience:

  • Thinking like the client
  • Market segmentation
  • Differentiation
  • Innovation
  • Simplicity
  • Credibility and congruence
  • Added value
  • Personalized service
  • Social responsability
  • 360° communications
  • Off/Online experiences

One experience – even a good one - is not enough in order to sustain a lasting impression on a customer. Brands must prevail over time.

Experienced advertising executive Sebastián Arrechedera, CEO of Arrechedera Claverol, shared advice on what to consider when choosing an advertising / creative agency:

  • Step out of your comfort zone: Dare to experiment and let the agency guide you during the process.
  • Research, analyze and filter: Avoid gathering different agencies with different profiles. Be precise, research the firm’s background and pick the option that best suits your brand.
  • Don’t look for a “provider.” Instead, seek a partner. Don’t hire an agency in order to tell it what do. Consider it a strategic partner with experience within the area.
  • Believe

Day 1 of the National Congress of Marketing was enriching thanks to the expert advice and experiences of its lecturers. It is, without a doubt, a terrific example of the quality and level of professionals within the industry of Marketing and Advertising in Mexico. 

Success stories from the 2013 National Congress of Digital Marketing

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.


Starbucks: Tweet a Coffee

Burger King: Whopper Sacrifice

Xbox: Kinect Effect

Look at this Instagram: Nickelback Parody

Big Data for Smarter Customer Experience

Volkswagen search engine ad: Like a boss

Recife: Immortal Fans

Oreo: 100th birthday

 Betty White's  SNL monologue on Facebook


National Congress of Digital Marketing, Mexico: DAY 2

Congreso Nacional de Marketing Digital

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.
  • React faster.
  • Detect insights.

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:

  • Planning.
  • Research and monitoring.
  • Analysis.
  • 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:

  • Volume
  • Variety
  • Velocity
  • Veracity

All of them build on a 5th: Value.

How Flock makes Big data:

  • Attracting consumers.
  • Digitalising touch points.
  • Concentrating all the information in one big database.
  • Analysing correlations.

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.

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!