eCongress Málaga 2015 summary (Part 2) Jordi Urbea (@jordiurbea), from Ogilvy, started the second day of eCongress conferences with a superb presentation. He showed, essentially, that all traditional business, as we have known them until now, will disappear if they are not able to adapt to new consumption trends of users, both in form and way.

(You can click here for Part 1)

Day 27

Marketing and digital strategy

Jordi Urbea (@jordiurbea), from Ogilvy, started the second day of eCongress conferences with a superb presentation. He showed, essentially, that all traditional business, as we have known them until now, will disappear if they are not able to adapt to new consumption trends of users, both in form and way, and he influenced again at a point repeated incessantly during the two day conference: you have to know your clients well. All their data, down to the smallest detail. And owning and managing (and know how to handle) self such information without leave in the hands of third parties.


Then, Salvador Suárez (@salvadorsuarez), Partner and Director at Territorio Creativo, stressed the importance that today has the digital identity of the marks. Suárez raised concepts like microsegmentation, organic dissemination and familiarity, as key enablers to value such digital identity. For him, to be always up to date and be able to identify prescribers and influencers in each sector is vital and something that every brand should be carried out without hesitation. Salvador ended with something very important: you need to know how to transform the brand generation to business (very much in line with what Tom Horsey said the day before about "Closing"). For this, he left several key concepts, summarized in: Strong Brand Search (SEO), digital identity, Email marketing.


Vincent Rosso (@vincentjj), Co-founder and general manager for Spain and Portugal at BlaBlaCar, took the witness to enlighten the audience about the importance of thinking first international expansion rather than profitability. It's true that conceptually results in a very attractive theory, but ultimately Vincent himself, when asked by an assistant, conceded that this model is very difficult to carry out without major investors behind support. "The help of strong investment partners allowed us to develop easy for two years the concept we wanted to perform with BlaBlaCar, without economic pressures that could cause rainfall in some decisions," said.

Vincent Rosso, from BlaBlaCar



Friday's session was marked by the number of presentations concerning recommended tools used both levels of online marketing to social media management (sometimes it's hard to know where one ends and the other begins). Salvador Suárez was quoting the first, naming Discourse as an internal tool that uses Kiehls for some time, with the aim of improving communication between all members of the workforce and avoid so many of them they found out before new releases through social networks, rather than from within the company.


Javier Moreno (@jmorenomolinero), Sales Manager at Paypal Spain and Portugal, had to deal with some uncomfortable questions from users and customers of Paypal platform. Before that, he emphasized the influence of the different means of payment in the flow of customer conversion. Leads, as well said @jordiurbea. Moreno summarized into two details that influence greater extent when paying online: trust (security, reliability, ...) and convenience (usability, simplicity, ...) and put in value the ability of those platforms that are capable of memorizing payment data from a user, so that the next purchase will not have to repeat the process again.

Javier Moreno, from PayPal



After the less dynamic and less impact talk offered by Antonio Cabello (Pura Envidia) about Big Data, came two of the highlights of the day. Javier Ábrego (@fjabrego), Founder and CEO at Tweet Binder, started his speech with the phrase: "Twitter is a gold mine." And so we did see offering a wealth of possibilities to treat the data that the blue bird platform brings. Tweet Binder was the tool used by the organizers to show the most representative data of the event to end. From all data that can be obtained from Twitter, RAILSMill wanted to know what are the most demanded by companies. Ábrego concluded that they are 3: the total number of tweets, the total number of hits, and anything that smacks ranking.

 Most demaded data in Twitter, asked for RAILSMill

Behind him, another Javier, in this case Burón (@javierburon), Co-founder and CEO at SocialBro, came to show how to generate business opportunities in Twitter. Burón explained the path that the company had since its inception in Córdoba to its current presence in London, and she could emphasize the fact that it was being pioneers in treating raw information from Twitter which has led to be today one of 35 companies worldwide certified by the American giant. In his presentation, he cited some "tricks" to get better impacts, such as using quotes and statistics, or locate the links before the middle of a tweet. Cheats obtained from observation and healing data that SocialBro have been made over the years. "Be creative with strategies," he finally said, while analyzing the "Flock to Unlock" strategy, that is giving so successful results to many brands.


The end to this edition of eCongress was made by David Martínez Calduch (@davidmcalduch), Solution Partner at Hootsuite, presenting the tool as one that enjoy greater consolidation in the sector of social media, and whose updates (not just level of the main application, but an entire ecosystem of peripheral applications that multiply the range of options for managing social profiles) caused joy among participants, especially among iOS users, who received the news of a recent update of great significance. Suggestions, Hootlet, uberVU, Zeetl, HootSuite for ecommerce are some of the names who recommended Calduch.



Finally, in the area of ​​trends, this second day of the conference left a couple of strokes to stress. Jordi Urbea, in an exercise of "destruction" of industries as we know them today, stressed the courier parcel systems will have in the coming months. Citing the big cities of India, where virtually any vehicle is likely to be an express courier, was warning the other sectors "or by upgrading, or die." Banking, dealers, and especially pharmacies were his test beds in exposing the new reality. The vision to see tech giants like Apple, Google or Facebook converted into banks stuck in the retinas of the attendees, as well as the idea of ​​buying jeans in the New York like a Dutch auction it were, which are businesses who have to worry about providing the best deal by customers in real time. Urbea warned: "You have to do the usual and new. You have to work twice as hard to maintain double", and it indicated that "it is necessary to give each customer what they want at all times". "Eye to the Internet of Things and wearables, because they are here to stay", he concluded in his fantastic intervention.


Finally, we highlight from the presentation by Javier Moreno, a couple of trends that he says are more reality than future: Using cards and PayPal remains constant over time, while COD payments decreased by 8% between 2012 and 2014. In terms of whether or not to use secure payment gateways, Moreno was in favor of applying one or the other depending on the amount. "Online businesses must renew and be able to identify in each transaction the need to incorporate additional security measures that do not cut off the transaction. It is very important to find a balance between user experience and security. "