A long queue for the accreditation table, busy halls and seven movie theaters at full capacity. It could be the framework of the premiere premiere of some expected film, but that was really the IAB Now event organized by the Interactive Advertising Bureau of Argentina (IAB) to discuss the present and future of digital marketing. The concurrence gives the guideline that it is an item in full boil, where the evolution is permanent and in order to remain relevant, brands need to remain at the forefront.
“We are surprised at the record attendance,” said Gervasio Marques Peña, president of IAB and commercial director of LA NACION, to inaugurate the event, which was held in the movie theaters of the Dot shopping. Marques Peña pointed out that it is a time when the borders that were once transparent are blurred, like that between life on and offline, and where the debates are not only about the latest technology but also cultural, with discussions about the roles gender or the right to privacy, for example.
During the more than 40 panels and talks that took place throughout the day, cases and news from the most diverse sectors were reviewed, ranging from the sale of wines via online channels, the “profession” of the influencers and their place in the advertising, the use of data for the modernization of journalistic media and fraud in digital advertising.
Despite the diversity of the exhibitors, the key repeated among them was the importance of knowing consumers better, taking advantage of the sophistication of measurement tools and using that information to provide solutions.
Quality experiences for impatient customers
“Providing quality mobile experiences is today the main opportunity to grow business,” said Marcos Aramburu, Google Marketing Research Manager, in one of the morning talks. For the expert, today’s customers are impatient and if there is something that companies cannot ask them to do, they wait for their pages to load, fill out very long forms, zoom in to read the texts or take more steps than is strictly necessary. To specify an operation.
According to the data provided during the talk, 85% of people abandon the task they are doing digitally to the first problem that arises and a single second of delay in the loading of information implies the risk of losing 20% of the potential conversions
The event, which was held in the movie theaters of the DOT shopping, had more than 40 panels and talks
The increase in the importance of the cell phone is a fact and that is why the mobile channel is considered today the most efficient to increase sales. 63% of the time that people spend browsing the internet do so through the cell phone and only in the last two years the time we dedicate was doubled.
Leandro Malandrini, director of Product Managment and UX in Despegar, said that even in a digital native company like yours it was necessary to overcome a “cultural barrier” to risk the amount of desktop sales to move to a “mobile first” mode . However, today 65% of operations are carried out through that channel.
For Bruno Canzutti, head of Digital Sales at Orange, the main thing to be able to take great steps is “to understand the impact that technological innovation can have on the business” and to commit all members of the organization to change. Also be attentive to what happens in the market and in those sectors such as retail and tourism, which are updated at high speed.
On the other hand, Sebastián Jausken, head of Product Managment and UX de Garbarino, considered that the public that prefers to buy from the computer is different from the one that does it via mobile and that allows the company to have different strategies in each support, even Promote different products.
The data, allies for the media
The ability to measure and know better and better who is on the other side of the screen is a key tool also for the media, in full conversion. “We have to find the audience where the audience is and not resign any space. On each court, you have to arrive with a specific language,” said José Del Rio, secretary general of LA NACION.
Del Rio explained that, in addition to knowing their tastes and interests, the media is working on knowing the times when the audience consumes information and in what formats they prefer to do so, which forces them to constantly try new content strategies.
In this regard, he anticipated that next week he will launch a “Daily”, a morning podcast with the condensed day’s information, and that a new cycle of Conversations will also be aired – which was the seed of the LN + television channel. It will also premiere In Transit, the first YouTube news, hosted by Diego Scott and focused on urban information.
In addition to loyalty to the audience already familiar with the brand – strategy with which the firm has already reached 230,000 subscribers, which is a record in the domestic market – LA NACION aims to “find new ways to count to identify new audiences “.
However, innovation is complemented by the most traditional of journalism. Del Rio said that it was decided to give priority to stories that generate empathy and research, with projects that are not only short-term but others with longer encouragement that aim to “change the Republic.”
“It is what we have been doing 150 years ago and we want to continue doing, with the support of technology, for the next 150,” he said.
Also published on Medium.