Elizabeth Peniche, Mr. Field Marketing Manager of Amazon Web Services
Elizabeth Peniche, Sr. Field Marketing Manager, Amazon Web Services, has industry experience leading a team of marketing and communications, this prompted her to always keep learning from the new generations, which made her alert to new technologies and the new way of generating demand through digital channels. Today she says she is happy to belong to a world leading organization where innovation and teamwork are most promoted.
Elizabeth noted that one of her most notable achievements was “know all the customer journey of a B2B client and generate return on investment of marketingapplying a method of Account Based Marketing several clients of large companies with a 360º strategy”, in which he began with a campaign of adds on highly targeted sites. Something that was unimaginable in B2B, worked.
On the other hand, he commented on the future of the marketing digital, that there is no division between it and the marketing traditional (offline), since there is only one that is mixed in some way in all the interactions that the consumer has with the channels, therefore, the trend of Artificial Intelligence, to develop strategies tailored to the users will make the path much easier since they can be designed much more focused on each segment or market niche.
He added that today it is possible to know the preferences of consumers, as well as to know their thoughts and feelings towards brands, and Artificial Intelligence can help to know the subsequent behaviors after the purchase and the satisfaction of using the products or services, for which urges marketers to start studying AI applied to the marketing and sales.
In that sense, the Marketing Manager He pointed out that AI brought new challenges in marketing, from how they plan a strategy to monitoring it throughout the journey and when it comes to sales, post-sale and repurchase, and ensures that he sees AI as “a tool for analysis and execution of strategies where technology plays a priority role”.
Due to the above, he considered that if marketers do not immediately begin to integrate Artificial Intelligence into marketing approaches, marketing, it will be too late. However, he understands that sometimes out of fear, ignorance or lack of Budget they do not and invites industry professionals to remove their fear; customers will appreciate it, as satisfaction tends to improve dramatically.