multiplica.connected.2010

multiplica 2010 - Pgina | 1 |

Latin America,

online marketing

and trends.


Did I say Latin America, online marketing and trends?


Yes, I did : )

How can I talk about trends

From Latin America?Even if Im catalan?And about online marketing?


Because everything is changing and moving forward

And about online marketing?Being just a poor consultant?

Im changing (or at least moving)

Barcelona

Madrid


Barcelona

Santiago de Chile

Miami

So Paulo

2006

2008

Buenos Aires

Madrid

Mxico D.F.

My company is changing

Attract users Convert users to clients

Value

2000


Develop online campaigns

Design

Communication

User Experience

Development

Define and develop online presence

Development companies

Design Studios

Interactive agencies

Usability studies

Online advertising agencies

SEM agencies

2000

My company is changing

Persuadability

Web intelligence

Web Optimization

Attract users Convert users to clients

Value

2010


Develop online campaigns

Design

Communication

User Experience

Development

Define and develop online presence

Development companies

Design Studios

Interactive agencies

Usability studies

Online advertising agencies

SEM agencies

Latin America is moving faster


Latin America is experiencing the largest growth rates in the world and has already surpassed 200 million Internet users. In 2011 it will surpass the US.



The low penetration (+30%) is explained by the difference in income per capita. The middle and high classes are very digital.



95% of Internet users in Latin America use at least one social networkWhile the average worldwide is 72%



According to Comscore, Latin America has grown over 300% in Twitter users in the last year while North America only grew 22%

Online marketing is changing too


Internet is more global than ever. Google, Facebook or Twitter are everywhere.



With a credit card anyone can do online marketing and media planning on google or facebook. Online marketing has become democratized.



As if it werent enough with web development and trying to attract traffic that now we must worry about social networks.


10 things that are changing too in Latin America

Latin America, online marketing and trends


More concern about Social Networks01Everyone wants to be on the social marketing arena.But there are no clear models of what to do and not do.

Historical of User Impact of mention

Answer or remove Classify by tags

Know everything that each user mention about your brand

Answer the mentions in real time without change the

Know the n. of followers whom mention your brand

Know everything that each user mention about your

To 1213 followersTo 1213 followers



More concern about Social Networks01There are multiple solutions that respond to the urgent need for companies to efficiently manage their reputations online.

Scup is having an amazing success in Brasil.

Polarizetime without change the webpage or remove the unwished items Know the n of followers

whom mention your brand

brand

PositivePositive NegativeNegativeNeutralNeutral



And more confusion in social networks 02Initiatives are beginning to appear that bring some light.

But they lack continuity and authenticity that the use of social networks need.



And more confusion in social networks 02The emergence of Facebook Apigraph and an ecommerce module that already has many of the solutions of virtual stores may represent a before and after in the way of doing marketing on Social Networks.



The link between the message of the Campaign and the experience of the landing page users reach after clicking on a Campaign is KEY.

Too much Pre-click and too little post-click. The industry must and will evolve.

A more united Pre and Post Click03



A greater focus on results04Customers increasingly want to work more with models that pay for results.

The truth is upon us. Large agencies are growing where they take risks by charging for results.



Towards Geo-Local Advertising05An incredible journey : localizing our advertising by using platforms such as Google Maps, Foursquare or Facebook.



With more persuasion in Landing Sites06The importance of improving the effectiveness of landing pages is another major line of work in Latin America.

Before

We improved by 287%

the sale of deposits



With more persuasion in Landing Sites06We begin to understand that less is more.Searching for more vertical and action-oriented landing pages.

After



With more persuasion in Landing Sites06Worrying about how to improve our Quality Score by making better use of our keywords on our landing pages.


With dynamic landing

pages we improved by

463% the percentage of

discharges.


With more persuasion in Landing Sites06More dynamic landing pages serve the scent of the campaigns that generate traffic.



Great segmentation as soon as possible.07The results could be improved by an approach that segments the user as soon as possible (either by implicit or explicit behavioral targeting).


Commercially intelligent

sites

Relevance and

Proactivity


With greater commercial intelligence08Business rules come into our presence online.Customization and personalization arrive with intelligent messages.Microsegmentation arrives. The sites begin to think and make decisions.

Persuasive sites

Persuadability

Usable Web

November 2008

YouTube becomes the most used social network

May 2009

20 hours of content uploaded every minute

2013

From 1 to 2.9 hours of video viewed online everyday



August 2008

YouTube becomes the second top search engine online, after Google

More video with more relevance09Video has already conquered social networking thanks to YouTube.At this very moment its conquering the way we all have to persuade and convert visitors into customers.



More video with more relevance09The integration of video into our online presence changes everything written or said about how to persuade and convert visitors into customers.



With many more multivariate tests10The only way to learn and understand what works best is to test it.With Google Website Optimizer we have no excuses.

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368% growth from

the original version




the original version

So what do I recommend?

Translation does not work You can do Pan-American projects, but treat Brazil

as a separate entity, the complexity of that market will require it.


Most important: can you afford not to know and

market to the hispanic / latin market

Look for local talent, it is necessary to keep the long term cost structure

Be fast to react and patient

[email protected]

www.multiplica.com

See you there !
