Mercenary Arthur, Head of Marketing of we could
Arturo Mercenario said that one of his first projects in working life was to collaborate in the online store of a self-service chain, before the “boom” of applications and e-commerce.
“Something very important was knowing the customer’s journey to build a clear process that will facilitate the purchase, the search and the visualization of the content.”
In addition, he pointed out that understanding the customer is still valid to build a digital strategy that works for him, even in the consumption of content and explained that in Podimo it is important to be clear about who the customer is so that they can create attractive digital products.
Alejandro also expressed that in order to achieve a good digital campaign, a solid support of information is necessary in the strategy and make creativity based on the audience to which they are directed, since a good budget and the best optimization are not enough, the ad has to be attractive and communicate what is desired to be successful, depending on who sees it.
He also recalled that in a draft ecommerce They created pieces that were totally different from what the category presented and despite being totally disruptive, they managed to increase traffic to the site and decrease the CPA, since they had a good strategy and thought like the consumer.
“It seems to me that the future lies in the way we consume content, the new content players who are betting on advertising spaces, such as streaming video, social networks in the new formats that we see today of short videos, that is where I It seems that the future of digital marketing exists, without leaving aside tools that are highly positioned and still have a lot of growth potential” he pointed out.
Finally, he said that he believes that the main benefit of Artificial Intelligence will be in the customer experience, solving the most common problems in a digital process, optimizing sites and journeys purchase, as well as digital campaigns. That is why he mentioned that it is important to understand how to create actions with AI tools in order to be the ones who master this technology before it becomes more relevant.