Luciana Etcheverry, Sr. Consumer Experience Manager for Mondelēz Snacking Mexico
Luciana Etcheverry began working in the industry Half since 1996.
“It took more than 27 years of experience in which I have been part of the evolution that we have experienced as companies and brands in digital.”
And it is that for more than 10 years, he has worked in this area in Mondelēz Snacking Mexicowhere they constantly seek to continue conquering the market, through successful digital campaigns.
In the future outlook for the marketing digital, Luciana considered that automation technology plays an important role.
At the company level, they are promoting ‘chatbot‘improving its own assistant, through which your customers can have a more fluid conversation to obtain a better user experience.
He pointed out that the marketing omnichannel proposes a connected, integrated and coherent advertising experience from different channels.
“The goal is to reach the maximum possible number of potential customers through powerful strategies that impact the public.”
He added that, in response to the regulation of the European Union, cookies that allow the collection of data from third parties will be prohibited.
“The need to maintain user privacy and data protection will change the way we do marketing digital”.
He also added that advances in data collection, AI, and machine learning will revolutionize the marketing digital to offer more enriching and personalized experiences for each user in different channels.
“The implementation of generative AI is a must. As in all innovation, there are challenges and what we are doing today is learning along the way”.
For marketing digital, its use will allow us to go further in the analysis of data and information, to better understand the preferences and interactions of the consumers and thus make better decisions in the strategies.
Luciana believes that the integration of the AI in the field of digital marketing is having a profound impact, especially on the consumer-company relationship.
“Personalization, real-time care and the benefits that AI can bring also present challenges.”