We are living in a quite particular digital industry. Technology had invaded humanity so almost everyone today knows “something” about technology. In any case the “levels of knowledge” do actually make a big difference. The partial knowledge of technology produced a surprising effect. Right now, people believe that technology can solve everything. That’s why it is normal that when you talk about a technological advance with random people, those with lower knowledge are less surprised than those with higher knowledge. It seems like there is a inversely proportional relationship among tech knowledge and surprising capacity that is getting worse and
Continue readingCategory: Digital Marketing
DANGER! REAL WORLD
For a long time we´ve been talking about the Semantic Web, with standards and processes, where even the users may have a unique identity and so forth.Do you remember the Dick Hard presentation “Identity 2.0″? In my opinion the only way that something like that finally exists is that the current web remains in parallel. This way we would have co-existing a secure and standardized web, where all the users know the rules and that in case of violating those rules we have a unique identity that must respond. Like a “real world” but not real…just digital.On the other hand I imagine
Continue readingFROM THE IMPACT TO THE EXPERIENCE – AMDIA INTEGRA 2010
The next 2nd of November is AMDIA Integra 2010, one of the most important Interactive and Digital Marketing events in the region (AMDIA stands for The direct and interactive marketing Association from Argentina). I have the honor of being invited as speaker to talk about Managing the Value Chain in Real Time with an amazing group of people like 1- David Sable, Vice Presidente y COO at Wunderman 2- Ron Jacobs, President & Founder at Jacobs & Clevenger. 3- Ruth Stevens, Customer acquisition & retention Consultant. 4- Michael Fisher, VP of Sales & Marketing at ALTERIAN. 5- Alfonso Marián, Creative Director at Shackleton. 6- Roberto Igarza, author
Continue readingWANT A BENCHMARK? YOU BETTER GET A MIRROR
I’d like to invite you to EMMS 2010 (Email Marketing Made Simple) on of the most important email marketing events in Latin America. So if you are near Buenos Aires I highly recommend you to take your ride and head to Paseo La plaza (Av. Corrientes 1660, Ciudad de Buenos Aires, Tel +5411- 6520-5353. Among this year Speakers talking about Social Marketing and Social Email Marketing are Adolfo Kvitca (SPSS), Alejandro Aguilera (Doppler), Franco Carrera (Doppler), Jonathan Baldovino (Doppler), Juan Damia (In this opportunity with my Socialmetrix Hat on) and a surprise speaker…coooool! If you are not near the Tango City no problem mate! Just go here and register to the streaming…see you there! I take advantage to thanks the organizing team for
Continue readingWE KEEP RE DEFINING THE EMAIL MARKETING FUNNEL
In the post “Re Defining the Email Marketing Funnel” I’ve presented my vision about how should be taken considered the forwards in an email marketing campaign. Why is this approach important? Because it gives you a very realistic vision about where do you have the constrain into your system (email marketing campaign). Forwards and “tell a friend” are channels that must be considered to broaden the base of the pyramid (sends). Why? Because if you can reach 10 people, each of them can reach some others and those others can reach another ones with one main advantage. They know those people, what they like and what they
Continue readingEMAIL MARKETING BENCHMARKS – OPEN RATE, CLICK RATE, UNSUBSCRIBE AND MORE
Here I leave you some interesting Charts from the eMarketer note called “Who is Most Engaged with E-Mail?”, can we generate clusters based on the different Web Mails to optimize ROI? Even when a Web Mail is just a Web Mail and using one or the other seems to be just a casual decision, they behave really different regarding Open Rate, Click Rate, Soft and Hard Bounce rate, Abuse, Unsubscribe, etc. Lets take a look.
Continue readingTHE UP LAUNCHES A HANDS ON ONLINE ADVERTISING PROGRAM
The Graduate School of Business from the “Universidad de Palermo” launches the first “Hands On” Online Advertising Program in LATAM. The program aims to provide participants with all knowledge and tools available to promote a website.With a strong practical approach, the classes will be performed applying theory with examples in real time. I’m so glad of being part of this program for two reasons. First because it was developed having in mind that “if you can’t measure it you can’t manage it”. So we can say that Analytics crosses the program across every different module. The second reason is because as you know I love the “Hands On”
Continue readingOptimization: The meeting point between marketing and IT
Digital marketing is finally becoming a real part of the marketing supply chain. The days of focusing on how a brand is delivered on TV are diminishing daily. Large scale CRM systems are still widely used to retain and grow the customer base and the internet is a critical channel for acquisition. Moreover, measurement, ROI, and accountability are forefront on people’s minds. What these things lead to is an increasing reliance on technology to deploy marketing programs, measure results, and optimize performance. An existing challenge that few are talking about is a people issue: the dynamics and working relationship between
Continue reading