Texas archivos | Page 2 of 3 | LDM Marketing Digital y Business Intelligence

27 Aug 201905 Sep 2019

This is the Social Media Listening Software that offers you 90% accuracy in Spanish

In previous articles, we talked about Social Listening and its importance for brands. Further knowing when people mention your company, it is very necessary to know what users really say about it.

That is why when we collect large amounts of data, we need to find the most efficient way to analyze it. Undoubtedly, through social listening, we are able to classify all that data as a whole to select the one that interests us most.

Social Listening is responsible not only for analyzing the content we publish but also for improving our strategy. This improvement refers to the key component to achieve the engagement we need through the analysis of comments, conversations, opinions, preferences and user data. The real goal we must achieve with Social Listening Marketing is to measure through our strategy, the performance of a brand, product or organization.

Once we know what we need to do, that’s when we look for the best platform to achieve it. At Latam Digital Marketing we set the task of doing all the research for you and compare the best options on the market. Here we present the winner:

For Social Listening in your company, use Karma Pulse

After much research and comparing various Social Listening platforms, we get one that offers the best cost/benefit.

Karma Pulse is a measurement platform for analysis, and interaction on social networks using artificial intelligence. It filters, segments, classifies and analyzes social network profiles, (as well as the competition) as well as listens and understands what your customers say in real-time.

Its services are being used by companies around the world, from television channels and universities to international banks. In addition to artificial intelligence productos loaded with specialized analysis of market conversations, as well as focus on real-time and monitor real-time Spanish-speaking conversations.

Some of the options you have within this platform are:

War Room

These Social Listening rooms allow you to visualize the most relevant data for the decision making on executive boards your business focusing on brand, sales, communication, and user experience. At the business level, it allows us to ask precise questions to each area and take the necessary actions in a timely manner.

The Executive Boards of War Room are a simple tool that presents an x-ray of the most relevant topics of our brand. Besides, it is an excellent ally for customer service, sales, marketing, and communication areas.

Not only do we have knowledge of the actions of the competition, but we know aspects of our company that were indifferent to us.

Reports

The reports allow you to understand the data in depth to answer the questions you need to solve through data, graphs, findings, trends, and recommendations.

Also, the reports are specially made, so you can know the market’s behavior. Unquestionably, you can discover the practices of your sector and create strategies with specific information to your field in the digital world.

Social Hub

It generates social experiences using different strategies that attract your audience, increase your brand presence and trigger social interaction.

Segmented Twitter Publicity

The most innovative social media advertising on Twitter for your audience through interest segments.

6 Benefits of Karma Pulse compared to other platforms

Personalized alerts about the brand, with which you will be able to detect movements of the brand.
Monthly status reports of the account.
Content Monitor specialized in Hispanic American platforms, and compare them.
Machine Learning as a tool to improve the learning of the algorithm, thus improving the collection of information.
Measures the Brand’s Health of the competition to show us how we are in comparison.
Analyzes the reactions through emojis, content, comment hours and more.

Why is it important to do Social Listening?

It allows you to detect new niche markets.
It analyzes your direct competitors.
It identifies the main influencers/ambassadors of your brand.
It knows the brand’s feeling your audience has.
It knows in real-time everything that is happening with the brand and alerts at the time of crisis.
Without Social Listening strategies, you may be losing crucial information about what happens in your profiles.
If you are not listening to what is happening on your social networks, you are working in the dark.

Karma Pulse as one of our softwares

Through marketing we need to know the brand’s health we are working with, that’s why we use Karma Pulse. This tool is essential to plan strategies that will allow us to analyze high volumes of data.

Also, it allows us to know niches in which we talk about our brand and the moments in which this happens. This especially means that through Artificial Intelligence we are also able to predict trends and improve our strategies.

One of the biggest features that we take advantage of from the platform is that 90% of the actions that can be performed are adapted to the needs of each client.

Our biggest satisfaction is to know that through Artificial Intelligence the processes are technologically automated. This is why we do not waste time or effort in manually teaching the platform to understand what users are saying.

Success stories with Social Listening

Social listening offers great potential benefits to achieve your strategic objectives. Currently, big brands are developing this automated practice to achieve different purposes.

Some companies use social listening to connect with new clients and influencers, aiming for unique offers in a shopping experience. Without a doubt, with social listening you can manage the reputation of your brand; therefore making user experience unforgettable.

Below, you will find some practices that will help you understand cases where Social Listening worked.

Asos and Desi Perkins

Desi Perkins is a popular YouTuber that creates lifestyle and beauty content. She currently has 3.2 M subscribers. She offers advice and product recommendations in her videos with a great influence on her followers.

As an influencer, Desi Perkins adopts a routine and beauty tricks that her followers want to emulate to achieve. For example, one day she decided to make a garment in the ASOS online store that was not in stock. Then, Desi Perkins decided to raise this situation in social networks:

“Why does @ASOS show me beautiful articles that are sold out on their website? Every product I select is not in stock.
Desi Perkins

This post was uploaded to Twitter and in less than a day she got an immediate reaction from users, with 32 retweets and 771 likes. Soon her followers began to interact with her and offered online store alternatives that had a similar cost.

The ASOS store responded to Desi Perkins’s tweet in 12 minutes to offer a solution. It is very important that brands respond as quickly as possible, managing mentions of their brand. Don’t know what social listening is yet? In this case, this practice allowed ASOS to be attentive to users’ opinions and respond to Desi Perkins.

Netflix Socks

Netflix keeps the user in mind at all times and aims to offer you a unique experience when you are watching your favorite shows and movies. In the Shorty Awards they pointed out “when we are not publishing, we are listening, looking for the new trends that drive the world of entertainment”.

In this way, Netflix values the user experience and uses social listening to be as satisfactory as possible. A clear example is the product offered: Netflix Socks.

When Netflix practiced social listening, he observed that many users fell asleep while watching a series or movie. Therefore, Netflix detected an opportunity to offer smart socks; When the user is falling asleep, they send a signal to the television and pause the program they are watching.

Here we present more about Karma Pulse and everything it can do to boost your business. This is part of their presentation at the LDM Kore AI Hub in Mexico City:

*Remember to activate the English captions

If you want to know more about related topics, our Marketing Automation section tells you more about the use of software to automate tasks.

If you’ll like more info and pricing for Karma Pulse for your brand or business, click here:

More info

At Latam Digital Marketing, we are the right marketing performance agency to help grow your brand. Let’s talk about your next digital strategy!

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!

26 Jun 201908 Aug 2019

Machine Learning Technologies | The secret behind algorithms

It is no secret that one thought has crossed our mind on many occasions: We would like to predict the near future of our company, or to know what our customers want. This is possible with Machine Learning.

Companies must understand that information is the greatest resource they have, so databases are their most valuable resources.

By knowing the information of its users, you can predict consumer behaviors.

And by detecting those behavioral patterns, we can plan what measures need to be implemented.

Machine learning

Before, we used to think of an Artificial Intelligence (AI) of robots that solved problems for humans. But today, it exists as process automation, and data collection that we apply to company projections.

Machine learning, was born as an ambitious idea of AI in the 1960s. To be more exact, it was a subdiscipline of AI, a product of computer science and Neuroscience.

What this branch intended to study, was the recognition of patterns (in engineering processes, mathematics, computing, etc.) and learning by computers. At the dawn of AI, researchers were eager to find a way in which computers could learn only based on data.

We work in probabilistic reasoning, statistics-based research, information retrieval, neuromarketing. By joining all this, is created a profile style of our customers.

In this way, with AI, we are able to create alerts and projections once you recognize patterns that users have had and others go in the same line.

Nowadays, companies know that decisions are made based on data. This is why, the better the information, it will offer more value to perform the projection.

Netflix, Real Case in Machine Learning Technologies

Netflix is a great example: We understand that Machine Learning is born from artificial intelligence, and seeks to create an effect in its database.

Through different algorithms, as well as lessons learned from other users, it is capable of predetermining profiles. This is why sometimes, it recommends movies that it thinks we would like, because other people have seen it.

Even in its last upgrade, it decided to show it as a percentage, where it tells us how close or near it is to our preferences.

This is why with Machine Learning, Netflix tries to personalize your experience, based on your preferences and those of similar people.

The algorithm learns the things you like, and based on that, selects a flow of information (in this case movies and series) to display.

Consider these ideas for Machine Learning

Now that you know that you have no limit to apply the Machine Learning to different aspects of your company, we leave you a list of ideas that you can implement:

Create a dynamic and automated database with all the information that is relevant to your customers.
If you know their preferences, so when they visit your page you can offer product recommendations.
Offer products such as the probability that the buyer will look for seasonal items.
Personalized marketing is based on a simple principle: the more you can know about the customer and his behavior, the better he can serve you and will result in more sales.
Avoid money laundering. Paypal has tools that compare millions of transactions and can distinguish precisely between legitimate and fraudulent transactions, between buyers and sellers.

And if you still want to know more about AI and ML, here is a video that tells us more about it:

https://youtu.be/VvTYuQPINec

And if the world of Machine Learning has captivated you as much as we do, get to know more about programmatic.

As a Performance Agency, we work to take your brand to the next level. Contact us!

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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