Chicago archivos | LDM Marketing Digital y Business Intelligence

16 Jul 201917 Jul 2019

Google Marketing Live 2019 | Trends that will change the digital world for 2019

Around the world, Google is associated with +55,000 companies, +100 world partners and 12 of them only in Latin America in the area of SALES CHANNEL, all eager to be part of the Google Marketing Live experience.

For this world-class event, the Latam Digital Marketing team was invited by Google HQ to San Francisco to share with more than 5,000 marketers who attended the Google Marketing Live 2019. Our team was integrated by six directors, becoming the delegation with more people participating in a world event.

What is Google Marketing Live 2019?

The event of this technology magnate shows advances in Machine Learning, Omnichannel, Automation, and Artificial Intelligence. On this occasion, attendees enjoyed two days of experiences and knowledge, as well as networking with companies from around the world.

The first day was a presentation by several speakers about the innovation that Google brings in its Ads platform and the new perspectives on how to do Marketing. One of the most outstanding topics was to be present as experts in the use of all technologies, to be one step ahead of what customers expect. Another important issue was determining the position of each one in the digital world, and deciding between being disruptors (capable of creating a trend and impacting the market) or being affected by what others do.

On the second day in Google Marketing Live 2019, was organized a Sandbox for their different platforms. In this segment, attendees had the opportunity to interact with the developers of each of the Google applications. That’s why our team didn’t miss the opportunity to generate networking and got to know how were other companies in the same branch.

The LDM Experience in Google Marketing Live 2019

For Latam Digital Marketing as a Performance Agency, we feel so proud to share with people from many countries. Also, to realize what we have achieved and how we position ourselves compared to other agencies.

Two of our pillars are Automation and Machine Learning, which we have been working on for more than two years. So, while many companies are just beginning, we are already one step ahead and it is part of our long-term vision hand in hand with Google’s goals.

All Google products use Artificial Intelligence to be more effective and optimize, which a human couldn’t do so fast.

This is why we consider that Machine Learning is the future of digital marketing because data is what allows us to really know the patterns of consumers. And this is aligned to our business vision as a Martech company, where technology and marketing combine to generate performance.

The Highlighted Launches of the Event

In terms of Omnichannel, its two major releases for this year are boosting shopping from the image, making easy the user’s experience. And on the other hand, the connection between the off and online world, offering the opportunity to buy on web pages or from the retailers closest to the user.
The buyer journey, as a strategic focus, is no longer a linear process. We need to analyze the data that the performance offers us, and determine at what point of the chain is located our potential client.

Google, Anticipation for Success

With progress in Artificial Intelligence, the greatest opportunities for brands are to anticipate the needs of consumers and satisfy them at the moment. That’s why, Allan Thygesen, President of the Americas at Google, during his presentation at Marketing Live 2019, spoke about the shopping experience. Besides, how people have taken control of their purchases, and no longer refers only to the best product, or at the best price. On the opposite, everything the brand is willing to offer and the platforms on which it is exposed.

https://youtu.be/F7gAkUt2-gY

Conclusions of Google Marketing Live 2019

Discovery Ads offers advertisers the ability to reach users within the Youtube Discovery Feed and Gmail. The format of this type of ads involves people as they consume content. In addition, it offers advertisers the ability to drive action through these platforms.
In Gallery Ads, gallery ads will be scrollable, in the same way as carousel ads on Facebook and Instagram. This will allow brands to work on more creative proposals and influence the purchasing decisions of customers.
Bumper Machine: Even though this tool has not been released to the market, it will allow brands to make 6-second fragments of videos as advertisements. In 2019, average adults will spend 86 minutes per day consuming digital video content. ” (EMarketer Digital Video Viewers, USA) This is why Bumper Machine, will become the tool to generate ads taken from videos of up to 90 seconds. Thanks to Artificial Intelligence, advertisers will no longer have to make their own ads.
Showcase Shopping Ads on YouTube, where the video playback platform becomes a marketing platform with ads. In addition to this, it seeks to involve users with the content they consume. And capture potential customers to help break down silos in marketing.
Optimization in KPI Campaigns, thanks to internal process automation and marketing. Because Google points to more optimized processes with less human intervention.
At LDM, we are constantly searching for new technologies that help our clients’ growth and events like this, allow us to be one step ahead of everything Google brings to the digital world.

We are the most important Performance Agency for Google in the region, based on our results for our clients. If you want exponential growth in your company, then let’s talk about your next digital strategy!

08 Jul 201909 Jul 2019

The Region’s Most Important Artificial Intelligence Event of the Year is Here!

Next Thursday, July 11, LDM will host the most exclusive event of AI and Machine Learning of the region. That’s why the most important startups and companies were invited to present the digital transformation of the new era alongside Latam Digital Marketing.

During this session, there will be up to 50 well-known companies that support the successful economies of our region and they will be participating in an information session that aims to accelerate digital processes and access to the Artificial Intelligence era in an efficient and expedite way.

Even though this is an exclusive event, if you are interested in AI and other related topics, you can register in our form below to receive all the highlights of this internationally recognized event. You won’t want to miss this!

Register here!

This is an AI event organized by Latam Digital Marketing in partnership with Tony Rallo. Tony is the co-founder of Kio Networks, the first Mexican unicorn, and the leader of one of the most active investment funds for the development of AI startups in Mexico and Silicon Valley.

Therefore, the CEO’s and founders of some of the most important AI and Machine Learning companies will be sharing technologies applied to digital performance. These are some of the companies that will be attending:

Through its Machine Learning models, Adext runs thousands of simulations to discover the best-performing audience and automatically updates your ad’s budget with amazing results from 30% up to 500% uplift, so you’ll no longer waste money in learnings.

Currently, Adext AI’s main platform is in Open Beta, and won’t charge any fees for its use. Adext does not collect any of your advertising spend.

You’ll pay for your campaigns directly on the advertising account of the platform you’ve connected to Adext AI (e.g. Google or Facebook).

The budget you’ve selected in Adext AI will be intelligently managed and paid for in your advertising account through the payment method you previously defined in that platform.

Thanks to PerformanceAI, their Moment Marketing platform based on Artificial Intelligence, they achieve predictable and guaranteed results and performance while respecting reach and budget targets.

They work hand-in-hand with TV operators, channels and broadcasters in order to help them reach a higher ROI with real-time content monitoring and monetization.

Discover how Artificial Intelligence, Moment Marketing, and real-time Attribution can enhance your digital campaigns and the efficiency of your offline ads.

They transform your traditional training materials into easy-to-understand, gamified content designed to improve your staff and customer experience. Also, they integrate your supervision and provide visibility of the status of your stores and staff.

Based on P-Mix they create quarterly courses with suggestive selling strategies designed to increase average check, move inventories and reduce COGS. And to ensure your restaurant experience with our built-in GEM tool.

Through a survey, supervision and social media data they identify your brand’s pain points and create new content for your staff to improve them.

A “club of angel investors” company specializing in early-stage investments in software-scalable-platforms, with a focus on key technologies such as machine learning among others.

Listen, measure and understand social media conversations

Use filters, segments, and classifiers to analyze your social network profiles as well as those of the competition, listen and understand what your customers think in real time.

A suite of products for listening, analyzing and engaging. Their products are boosted with real-time artificial intelligence which specializes in the understanding of social media conversations in the Spanish-speaking market.

Increase sales and get to know your customers better by engaging through WhatsApp. You can build personalized customer relationships at scale. You’ll increase both engagement and effectiveness.
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Enable WhatsApp as a communication and support channel between your salesforce and store-owners, increasing efficiency and reducing costs.

This major event will be held on Thursday, July 11 at the Kio Zentrum building located in Avenida Santa Fe #495, Lomas de Santa Fe, CDMX México. This event is organized by Latam Digital Marketing and its founders.

Do you want to know more about AI and Machine Learning? Visit our website, well-known as the best Digital Performance Marketing Agency in Latam.

26 May 201916 Jul 2019

Performance Marketing – What is it and how to use it?

Performance marketing is one of the most important tools for both brands and marketers. This is based on the basic principle of paying for results, either by exposure and visibility, by interaction or by a specific action.

Performance marketing offers clarity and transparency in services. Currently, these results can be easily measured and studied. Performance marketing becomes more relevant since it is an important part of mobile platforms.

Performance Marketing is a marketing model in which the client only remunerates the company according to the results previously set.

The basic elements of Performance Marketing

There are three basic ways to execute performance marketing:

CPM: Cost-Per-Mille. This system, which means cost per thousand or per each thousand, focuses on the exposure and visibility of the brand or product. Some people argue that it is not a form of performance marketing, although the times the ad has been seen is measurable, the benefit to the advertiser beyond being seen, is not quantifiable.
CPC: Cost-Per-Click. This model (that means cost per click) is one of the most common. It is based on the number of times an ad is clicked by a user, regardless of what they do next or whether or not they complete a transaction on the site.
CPL: Cost-Per-Lead. Cost per lead. This model is paid every time the user enters the required site through the advertisement and fill out an enrollment form or the necessary steps to be part of the advertiser’s database, to be targeted by different engagement vehicles.

There is a fourth model, much more specialized, known as CPA. In the Cost-Per-Action or Cost-Per-Acquisition, the advertiser only pays if a transaction is completed by means of the advertisement.

There is also the so-called affiliate marketing, which is often confused directly with performance marketing. It is a system of scheduled advertisements in which the advertiser receives a commission for each sale generated from a guideline.

It can be related more directly to the product placement or scheduled content, or directly to influencers. Although it is still part of performance marketing, because it can be measured, analyzed and optimized, it is used to obtain better results and a higher return on investment for the advertiser. We could see it as part of an umbrella strategy of performance marketing.

So, performance marketing prioritizes getting better direct business metrics (leads, new customers or return on investment). In marketing results, good management of budgets is a key element to optimize the investment and ensure better conversions.

The brands that manage the user experience using Marketing Automation tools, achieve 451% more qualified customers.

Benefits of Performance Marketing

According to a study made by Cake Marketing, Performance Marketing has many benefits and reasons for using it today, as follows:

The conversion is instantaneous because the Marketing actions have direct efficiency.
Performance Marketing has been growing as a segment of digital advertising: Let’s stay ahead of the curve!
For every dollar invested, an ROI of eleven is obtained, according to studies.
New opportunities to earn income.
With sustained use of Performance Marketing, it will begin to add Business Intelligence technologies that will let you know better how to expand the ROI.
Many companies recommend it.
The advertiser can know in advance the unit cost of each action made with Performance Marketing that is put into play: subscriptions, likes, visits, registrations, etc.
You can use many online media such as email marketing, ads on social networks, among others.
You can have very precise control of the results.

Decalogue of Performance Marketing

Last year, the Conversion agency published this decalogue, showing the basic factors to start an adequate performance marketing strategy. Here are some of them:

Integrate the Performance in the general strategy of the company: The marketing of results should be integrated into the rest of the company’s marketing strategies. None of them can separately respond to the needs of your company.
Identify the KPI’S: It is a basic activity: Know the indicators that will help measure the actions you execute. Only then, you can optimize your campaigns.
Discover the path to conversion: Conversion is the ultimate goal of any performance marketing strategy. Identifying how to achieve this, will improve the effectiveness of your performance marketing actions.
Regroup and measure: Nowadays, it is already possible to generate millions of data and exploit them consciously. The challenge is to process and analyze these huge amounts of available data, both structured and unstructured, to give them meaning, to transform them into useful insights.
Technology & CRM: If you cross all your online marketing campaigns with your own CRM you will get a bigger control of the operation of advertising actions. And you can make the planning of subsequent campaigns more focused on users. Personalized campaigns through the integration of results with the CRM, offers results totally aimed at performance, improving the conversion ratios, regardless of the target (records, sales, reservations) because each creativity focuses on the user’s historical behavior.
Attribution models: Attribution models are a set of rules that assign, as representative as possible, the registered value of sales to each of the points of contact with which the user interacts on the way to conversion.
Omni-channel strategy: The appearance of more and more channels both in the online and offline environment through which the consumer can interact with your brand, requires creating a strategy focused on omnichannel. A user has the ability to interact with your brand in different contexts, moments and devices. And it is your job to know that it is the same person.
Constant innovation: It is important to be in constant innovation and to make adequate data management. To do this, you can already have specialized supports and tools that allow the user to be impacted through personalized messages at the time it is appropriate.
Creativity and contents: Content is the starting point. The creative content strategy must be well managed and balanced. In any case, it is important to understand that the life cycle of the content has changed: Before, the content died when it was published. Nowadays, the cycle begins once it is published.
Analysis of competition: Much of the success of a campaign based on performance marketing, comes from the continuous analysis of the competition. Knowing well the “what or how or where” your competitors are acting, is very important when it comes to making decisions.

Get to know more about Performance Marketing

https://www.youtube.com/watch?v=2ax6phmjSqo

If you are interested in using this and other strategies to improve your results in digital marketing, keep learning with us.

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