Luis Pedraza, Marketplace Lead of Mercado Libre
The internet and social networks have generated the appearance of new protagonists in the world, which in 2023 continue to promote many industries such as digital marketing. Luis Pedraza, Marketplace Lead of Mercado Libre, stands out among these new players who have become important leaders in the sector to generate relevant strategies in electronic commerce, one of the aspects that this marketing has left.
With more than 15 years of experience leading sales, marketing and supply chain teams in international companies, Pedraza recognizes the importance that e-commerce has generated in the lives of small and large brands and especially in consumers.
“My arrival at Mercado Libre México in 2020 as Head of Fashion & Sports, coincided with the week that the Covid restrictions began in Mexico. This led to many businesses not being able to continue their operations. This impacted not only large corporations, but also small and medium-sized companies, and their employees,” he noted.
In this context, the digital marketing specialist indicates that the investments and previous work that Mercado Libre had done in Mexico prepared it for the acceleration that was presented in the e-commerce due to Covid-19 and gave him the opportunity to help thousands of businesses and millions of consumers to continue their activities in the midst of this situation.
The leader of four business units of the e-commerce platform explains that these years the marketing digital has been changing, where the departments of this branch have incorporated new tools such as Artificial Intelligence (AI).
“A trend that is undoubtedly revolutionizing, not only digital marketing, is Artificial Intelligence. Although this has gained strength during this 2023, AI has been evolving over the years, from very specific and particular algorithms, until now that we have applications that can simulate a dialogue ”, he asserted.
Finally, it refers that it is important that each company, from its context and particular characteristics, can gradually incorporate technological advances in its processes in order to improve its value proposition and be competitive.