Multiplica.connected.2010
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Transcript of Multiplica.connected.2010
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multiplica 2010 - Pgina | 1 |
Latin America,
online marketing
and trends.
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multiplica 2010 - Pgina | 2 |
Did I say Latin America, online marketing and trends?
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multiplica 2010 - Pgina | 3 |
Yes, I did : )
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How can I talk about trends
From Latin America?Even if Im catalan?And about online marketing?
multiplica 2010 - Pgina | 4 |
Because everything is changing and moving forward
And about online marketing?Being just a poor consultant?
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Im changing (or at least moving)
Barcelona
Madrid
multiplica 2010 - Pgina | 5 |
Barcelona
Santiago de Chile
Miami
So Paulo
2006
2008
Buenos Aires
Madrid
Mxico D.F.
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My company is changing
Attract users Convert users to clients
Value
2000
multiplica 2010 - Pgina | 6 |
Develop online campaigns
Design
Communication
User Experience
Development
Define and develop online presence
Development companies
Design Studios
Interactive agencies
Usability studies
Online advertising agencies
SEM agencies
2000
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My company is changing
Persuadability
Web intelligence
Web Optimization
Attract users Convert users to clients
Value
2010
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Develop online campaigns
Design
Communication
User Experience
Development
Define and develop online presence
Development companies
Design Studios
Interactive agencies
Usability studies
Online advertising agencies
SEM agencies
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Latin America is moving faster
multiplica 2010 - Pgina | 8 |
Latin America is experiencing the largest growth rates in the world and has already surpassed 200 million Internet users. In 2011 it will surpass the US.
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Latin America is moving faster
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The low penetration (+30%) is explained by the difference in income per capita. The middle and high classes are very digital.
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Latin America is moving faster
multiplica 2010 - Pgina | 10 |
95% of Internet users in Latin America use at least one social networkWhile the average worldwide is 72%
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Latin America is moving faster
multiplica 2010 - Pgina | 11 |
According to Comscore, Latin America has grown over 300% in Twitter users in the last year while North America only grew 22%
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Online marketing is changing too
multiplica 2010 - Pgina | 12 |
Internet is more global than ever. Google, Facebook or Twitter are everywhere.
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Online marketing is changing too
multiplica 2010 - Pgina | 13 |
With a credit card anyone can do online marketing and media planning on google or facebook. Online marketing has become democratized.
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Online marketing is changing too
multiplica 2010 - Pgina | 14 |
As if it werent enough with web development and trying to attract traffic that now we must worry about social networks.
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10 things that are changing too in Latin America
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Latin America, online marketing and trends
multiplica 2010 - Pgina | 16 |
More concern about Social Networks01Everyone wants to be on the social marketing arena.But there are no clear models of what to do and not do.
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Historical of User Impact of mention
Answer or remove Classify by tags
Know everything that each user mention about your brand
Answer the mentions in real time without change the
Know the n. of followers whom mention your brand
Know everything that each user mention about your
To 1213 followersTo 1213 followers
Latin America, online marketing and trends
multiplica 2010 - Pgina | 17 |
More concern about Social Networks01There are multiple solutions that respond to the urgent need for companies to efficiently manage their reputations online.
Scup is having an amazing success in Brasil.
Polarizetime without change the webpage or remove the unwished items Know the n of followers
whom mention your brand
brand
PositivePositive NegativeNegativeNeutralNeutral
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Latin America, online marketing and trends
multiplica 2010 - Pgina | 18 |
And more confusion in social networks 02Initiatives are beginning to appear that bring some light.
But they lack continuity and authenticity that the use of social networks need.
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Latin America, online marketing and trends
multiplica 2010 - Pgina | 19 |
And more confusion in social networks 02The emergence of Facebook Apigraph and an ecommerce module that already has many of the solutions of virtual stores may represent a before and after in the way of doing marketing on Social Networks.
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Latin America, online marketing and trends
multiplica 2010 - Pgina | 20 |
The link between the message of the Campaign and the experience of the landing page users reach after clicking on a Campaign is KEY.
Too much Pre-click and too little post-click. The industry must and will evolve.
A more united Pre and Post Click03
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Latin America, online marketing and trends
multiplica 2010 - Pgina | 21 |
A greater focus on results04Customers increasingly want to work more with models that pay for results.
The truth is upon us. Large agencies are growing where they take risks by charging for results.
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Latin America, online marketing and trends
multiplica 2010 - Pgina | 22 |
Towards Geo-Local Advertising05An incredible journey : localizing our advertising by using platforms such as Google Maps, Foursquare or Facebook.
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Latin America, online marketing and trends
multiplica 2010 - Pgina | 23 |
With more persuasion in Landing Sites06The importance of improving the effectiveness of landing pages is another major line of work in Latin America.
Before
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We improved by 287%
the sale of deposits
Latin America, online marketing and trends
multiplica 2010 - Pgina | 24 |
With more persuasion in Landing Sites06We begin to understand that less is more.Searching for more vertical and action-oriented landing pages.
After
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Latin America, online marketing and trends
multiplica 2010 - Pgina | 25 |
With more persuasion in Landing Sites06Worrying about how to improve our Quality Score by making better use of our keywords on our landing pages.
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Latin America, online marketing and trends
With dynamic landing
pages we improved by
463% the percentage of
discharges.
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With more persuasion in Landing Sites06More dynamic landing pages serve the scent of the campaigns that generate traffic.
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Latin America, online marketing and trends
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Great segmentation as soon as possible.07The results could be improved by an approach that segments the user as soon as possible (either by implicit or explicit behavioral targeting).
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Latin America, online marketing and trends
Commercially intelligent
sites
Relevance and
Proactivity
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With greater commercial intelligence08Business rules come into our presence online.Customization and personalization arrive with intelligent messages.Microsegmentation arrives. The sites begin to think and make decisions.
Persuasive sites
Persuadability
Usable Web
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November 2008
YouTube becomes the most used social network
May 2009
20 hours of content uploaded every minute
2013
From 1 to 2.9 hours of video viewed online everyday
Latin America, online marketing and trends
multiplica 2010 - Pgina | 29 |
August 2008
YouTube becomes the second top search engine online, after Google
More video with more relevance09Video has already conquered social networking thanks to YouTube.At this very moment its conquering the way we all have to persuade and convert visitors into customers.
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Latin America, online marketing and trends
multiplica 2010 - Pgina | 30 |
More video with more relevance09The integration of video into our online presence changes everything written or said about how to persuade and convert visitors into customers.
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Latin America, online marketing and trends
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With many more multivariate tests10The only way to learn and understand what works best is to test it.With Google Website Optimizer we have no excuses.
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fig. 1
fig. 2
Latin America, online marketing and trends
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With many more multivariate tests10The only way to learn and understand what works best is to test it.With Google Website Optimizer we have no excuses.
fig. 3
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fig. 1
Latin America, online marketing and trends
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With many more multivariate tests10The only way to learn and understand what works best is to test it.With Google Website Optimizer we have no excuses.
fig. 1
fig. 2
fig. 3
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368% growth from
the original version
Latin America, online marketing and trends
multiplica 2010 - Pgina | 34 |
With many more multivariate tests10The only way to learn and understand what works best is to test it.With Google Website Optimizer we have no excuses.
the original version
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So what do I recommend?
Translation does not work You can do Pan-American projects, but treat Brazil
as a separate entity, the complexity of that market will require it.
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Most important: can you afford not to know and
market to the hispanic / latin market
Look for local talent, it is necessary to keep the long term cost structure
Be fast to react and patient
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www.multiplica.com
See you there !
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