Rodrigo Orozco, Chief Marketing Officer & Co-Founder 99 DEGREES
After several years of experience, Rodrigo Orozco together with his partner, created their own agency called 99 degreeswhich they turned into a technology laboratory, where they dedicated resources to the innovation area that focuses on creating software that benefit the execution, optimization and measurement of digital and traditional media campaigns.
In 2018, he reached Publicis group to take the management and later the digital direction of Samsung Mexico where his main function was to search for innovative means and technologies that will help build the objectives of marketingthus encouraging growth and it was there that he began to investigate more about future trends in the marketing digital as it sought to be a pioneer in some of them, such as the creation of a “customer Data platform”.
Rodrigo believes that in the future of the marketing digital, will be present cookieless, because by 2024 the way of segmenting digital campaigns will change, however, he added that it comes with force “identity”, the way that users are given an identity, where they will host their experiences, behaviors and purchase desires so that the campaigns are more related.
The leader considers that it goes hand in hand with the “1st party data” that every client has, so that there is a greater knowledge of clients or potential clients. “This is one of the main things that as marketers we must analyze towards the future.”
Rodrigo highlighted that AI plays a great role in the subject of creativity and copy for content creation.
“They are creating plugins that benefit the optimization of the campaigns but based on the clients’ own information, not only media but also logistics, production, inventory and with this, create audience and campaign modeling, for all this you will need to have a CRM connected to everything owned half”.
He stressed that there are industries that are going to benefit first from the AIespecially those of ecommerce and “CPG”, since predictive models will be able to be parameterized accurately based on purchasing behaviors offline and digital, also increasing the ROI of the areas of marketing that will help to evolve and accelerate decision-making in a matter of marketing digital.