The Festival of Media LATAM is positioned as one of the major events in the sector in Latin America. On October 30 and 31, the city of Miami (United States) hosted the celebration of a new edition of this enriching meeting point for professionals in the media, advertising, marketing and technology sectors.
MarketingDirecto.com has headed to the festival to learn first-hand how some of the key issues for the industry are being addressed. We discuss concepts such as the economy , the situation of the media and the growing challenges that advertising has to face , among others.
Among the full programme of presentations, our interest was piqued by the one given by Laura McFarlane , partner, IBM Interactive Experience Center of Competency (COC). The starting point of her speech was the change that technology has brought about in the relationships between brands and consumers.
“We live in a world where everything is truly connected. I find it amazing vietnam phone number how technology has changed the game between consumers and brands ,” he said, emphasizing that consumers, within their experience, no longer make a distinction between the on and off worlds.
“The physical environment is changing dramatically” as a result of technological advances. “Cities, places, every corner. They are all moving towards full connectivity .”
A new scenario in which brands must ask themselves what role they will play. “We are witnessing an evolution from traditional marketing to digital marketing ”, where the main change that can be seen is that brands have gone from selling products and services to offering experiences to consumers .
In response to this photograph, he stressed that his professional role at IBM involves developing creative strategies in both the physical and digital world. “We need to adapt to change in an agile and rapid manner,” especially in light of the arrival of new and demanding consumers such as millennials .
“People adopt innovation based on their specific capabilities,” he said, pointing out that when it comes to reaching consumers, it is no longer enough to rely on sociodemographic data. “A transition in which technology is the one that is leading.”
A change that must be transversal throughout the organization and extendable to all departments if we really want to reach consumers. “It is critical for brands to determine how to get all this to their consumers” through new technologies and social media.
“We need to move towards an environment where the experiences offered are completely personalized, as this is the best way to determine where the consumer is at.”
Innovation to achieve differentiation
Continuing along the path marked by digital transformation, we have collected some of the conclusions offered by Aris de Juan , regional president for LATAM and Southern Europe of Clear Channel Outdoor .
His speech focused on the evolution of outdoor advertising , an increasingly complex space in the face of the advance of digitalisation and the continuous search for consumer interaction through technology.
Throughout his speech he stressed that the two pillars on which the company's strategy is based in these times are innovation and execution . He did not hesitate to point out that companies should always be investing in innovation to "break with the status quo."
“ You have to take risks and make things happen. Innovation in Latin America has now translated into the digitalization of the outdoor media . In just five years we have managed to get almost 50% of our revenues to come from digital sources.”