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Two Thousand and Ten Digital Marketing Outlook

Two Thousand and Ten Digital Marketing Outlook

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Published by: api-27052622 on Feb 01, 2010
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10/23/2011

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By Ulises Valencia, Co-Founder, GrupoW

In all the world, the most creative and innovative interactive strategies
come from independent agencies. Most of them are small companies
in comparison with the big networks that work globally and move
slowly. In Mexico, the main problem is that the industry, as a whole, is
waiting for these big networks to bring new ideas and break old rules
in advertising and marketing; and those networks have noidea how to
make this happen.

The digital way of life is a buzz in foreigns magazines and blogs, just
few studios and companies are taking this as a serious Business
model. The audience is growing faster than the content which may
be the reason why Mexico is the second largest country with online
messenger users; they use the new media on their own desks, not as
consumers but as editors of blogs, twitters, etc. We can say Mexico
knew digital life with Internet 2.0 without a transition from Internet 1.0.
However, this year, brands have increased the amount of investments
in interactive and mobile initiative. The biggest players have put 2% of
their total advertising budget towards these “new media.”

One of the biggest traditional media networks, Televisa, is trying to
understand this new channel. They know that people are now using
and trusting more in the internet than in TV. Every year, 20% more
people have access to computers and internet connection; a statistic
that represents many potential consumers.

The old-fashion companies have a temporary problem with the
creation of new ideas and content that make their channels relevant
and interesting for public exposure to the world wide web; talking
about real life and everyone less interested in soap-operas. This is a
huge challenge especially for 50 year-old directors. Television stations,
magazines, radio stations, newspapers, etc., had a lot of time to grab
the full attention of people. Now, those outlets are losing a lot of that
time and they do not know how to keep their audience connected to
their content.

We started 10 years ago just after the online fever began. The market
was really dissapointed for all that represents “digital” and we had to
start changing and making a new culture.

The outlook for 2010 is a little bit easier for some clients, but not
for everyone.

Digital Networks, like Razorfsh, are coming to Mexico and that factor is
going to help to increase the need in usual clients and some others. We
are expecting a very exciting 2010 with new players and more attention
from clients and consumers. Also, some networks have new plans to
improve their performance and make a more complete strategy; they
have a huge challenge not only in Mexico but in Latin America.

Another interesting point is the economy crisis. In 2009, some of the
companies that tried for the very frst time to step onto the digital
platforms did it because they could not spend money on traditional
comunications. They were forced to save money not only on the
production of TV spots but in all the media planning as well.

They cut costs and in the more succesful cases they realized all of
the benefts with digital media. So they are going to keep doing this;
mixing with traditional media. The new model for agencies is going
to try and include all the spaces where users are. Suddenly, it is
more common to talk with traditional creative directors about online
strategies. They are a little bit confused but very interested in learn.
More often than not, too many people try to learn something new by
self-teaching and so few actually have the experience and knowledge
to do so successfully.

Another aspect is education. Only a few universities include digital
courses in their offerings. And sometimes it’s really hard to fnd the
right people doing relevant work since the schools aren’t properly
preparing them.

66

This September, our own school starts with 15 students from all over the country. We made
a recruitment process and received a lot of portfolios and work from young people from all
over the world. This frst program is a refreshing experience for us as we are teaching not just
technique, but criteria, cinema, creativity, etc. It is absolutely free, but is a challenge to fnish.
The building where this school is located is still under construction, so it’s not yet a comfortable
space. We are also learning from the students; their appetite to learn, their passion to share,
to compete, and to be part of. This may be our most exciting project since we started the
company in 1999.

Whats Next for 2010?

I think a fantastic voyage in trying to be notorious with strong messages. Because the audience
is waiting for that. I see new competitors as partners, trying to fnally open this industry. I also
see clients very open to enter even when they tried once, but with the anxiety of being part of
something as big as the “unknown.”
I think it will be exciting.

By Ulises Valencia, Co-Founder, GrupoW

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