Bajo el título “Navigating the Technology Environment: The Modern CMO’s Path to Success”, Pablo Monge, Managing Director de Globand Create, reflects on the role of the marketing director today and compares it to 20 years ago (this year is precisely the technology company’s twentieth anniversary). According to Monge, the CMO was “considered a superhero because he had the ability to think of big ideas and had the budget to buy.”
By contrast, today there are more than 11,000 Marketing Technical Agent. That is 7,000% growth in 12 years. In addition, today “a CMO needs to keep his brand relevant, increase demand and sales, as well as save budget,” recalls Monge. “What has changed now is that communication is one-to-one. Technology and artificial intelligence on a day-by-day basis. The way we communicate and the platforms have changed a lot in these 20 years, mainly due to the lack of multiple channels (YouTube, Spotify, Instagram, TikTok, etc.). Traditional media is also undergoing a profound transformation.”
According to Monge, a CMO currently needs to “understand the challenges, better communicate with their customers (personalization), understand what they want, see all customers in different channels at a single view, integrate all channels, create content that interests customers. to reach Engagement…
He also gave two interesting clues Real time data To understand the customer buying moment (“The more a customer interacts with our brand, the more we can get to know them) and create an immersive experience.” Many customers see this e-commerce Make physical purchases after the brand. Technology helps us leverage all efforts and it allows us to achieve dynamic content. “We have to choose the right moment for each of our customers so that they get the information they want at the time of purchase,” said this expert.
Monge asked himself what the real purpose was Marketing technology. And the answer: “Provide experiences for customers. Get to know them better. Choose the best channels and tools to reach them and drive more sales.”
Another presentation was given Esther Ascano, Head of Digital Sales at Clofund Create, and titled “Data integration to unlock the power of AI in your digital marketing strategy,” began by explaining the difference between artificial intelligence and artificial intelligence. During the latter period, Ascano cited Chat GPT as an example, a tool that was able to reach one million users in five days (a milestone that took Netflix, for example, three and a half years).
This professional development suggested that digital marketing campaigns should take a new approach, its formula:
Clear KPIs definition + fuel (data integration) + freedom = an increase
When it comes to the definition of KPIs, it doesn’t matter what kind of objectives we have, how important it is to clearly define our ultimate campaign objective in Adtools and the basics of AI optimization. Ascano gave examples defining KPI’s depending on their status Funnel.
On the other hand, a ‘fuel-bearing main pillar (Fuel)’ permanent, robust and reliable: quality of data, integration of data, diversity assets Creativity and ability to interpret data.
This expert suggested using several AI tools to increase sales or leads, as well as complement it with marketing mix models to ensure investment is optimal.
In Ascano’s conclusions, he highlights that AI models are not always the best solution, and that testing and learning is usually the best way to embrace all innovation.
