Luisa Bravo Gaviria, E-commerce & Digital Marketing Manager at Coca-Cola FEMSA
In an increasingly connected world, having a presence on-line solid is crucial for any company. He marketing Digital allows you to increase visibility on search engines and on social media, which leads to increased exposure and business opportunity.
That is why since Luisa Bravo Gaviria began his professional career, he ensured that all his activities were related to digital.
It started by the hand of a startup and later he went through large corporations as head of digital channels, creating e-commerce ecosystems with involvement in the entire value chain.
“The biggest challenge I have faced in every organization has been working on changing mind set of the different internal teams in the face of digital innovations and transitions of the off to the on”.
To face this, she has been accompanied by large multidisciplinary teams, because she is convinced that to take digital to another level and make the necessary changes, the involvement of the entire company is needed as a strategic priority that makes life easier for users.
Another of the achievements of which he has been a part in these years is the introduction and launch of the Coca-Cola Femsa “Together+” brand, which arrived last year in the Mexican market to digitize customers, creating an omnichannel ecosystem. This launch allowed for a new way of interacting with customers, letting them decide when, where and how to make their purchases.
Luisa perceives that one of the trends that are coming strong in the marketing digital is Artificial Intelligence since it ensures that it will lead us to create campaign learning more automatically in order to segment and personalize in a more efficient and effective way.
“AI has brought many benefits to the marketing digital and continues to be developed to make the user experience unique”.
He considers that if AI is combined with the UX, it will be possible to give users a unique experience that will depend on an infinite number of variables that will be able to personalize the search and purchase experience.