During the 26th and 27th March took place in Málaga the 3rd edition of eCongress, the largest fair and congress of e-commerce, social media and digital marketing in Southern Europe. We attended a carousel of interesting lectures on the art of industry trends for 2015-16 and tools that any professional should manage to successfully optimize and channel strategies for its clients.
We have summarized the event in a couple of posts, of which this one corresponds with the day on the 26th, and in which both ranked the content in 4 major areas: Social Media, Marketing and Digital Strategy, Tools and Trends.
The conference began with a lecture by Antonio Traugott (@atraugott) from IAB Spain, where he made special emphasis on new employment opportunities ("Notice to Mariners", announced) that are emerging due to the changing technological environment, where more and more necessary specialized profiles in various fields are needed: legal, marketing and social media, to name a few. Traugott said, within these new career options, search for "ambassadors" from the marks. Profiles that can perform tasks representing some brand values, and not just "influencers" or reputable bloggers. As key to a systemic strategy, the CEO at IAB Spain sent attendees abbreviations PRGS: Presence, Response, Generation and Suggestion, so that the actions to be performed in each of these phases have very clear, always trying to maintain consistency across different channels and different situations.
Meanwhile, Tom Horsey (@tomhorsey), Co-founder and CEO at Crazy4Media Group and COO at Crazy4Media Online, in a very relaxed conversation, gave a few strokes as a 5 key or tips to monetize Social Media (one point that always generates controversy and diversity of opinion among the gurus of matter): Target, Bluf, Contact, Close, Coherence. Of these, highlighted above the rest the fact always keep in mind "Closing". Closing taken as selling. Useless to have very clear who your target customer, get a broad base of contacts or maintain a coherent discourse, if at the moment of truth is not known closing a sale.
Tom Horsey stresses the importance of "Closing"
Marketing and digital strategy
In terms of marketing and digital strategy, the differente presentations of the day were especially interesting.
From IAB Spain, Antonio Traugott placed the emphasis on something that, no matter how repeated, is still important and always remember: web today has to be perfectly adapted and optimized to run on mobile devices. And he made a startling fact: 25 of the 35 companies that make up the IBEX35 have not their web adapted to these devices. It has long been announcing (and has been producing since another long) that Google penalizes sites that do not have interfaces optimized for these devices, but it seems that national big liners turn a deaf ear to the paradigm "mobile first" that every developer, designer and digital strategist always keep in mind.
Pilo Martin (@pilomartin), CEO at Con Acento and presenter of the event, replaced the "injured" Javier Arias from Google UK, and gave a brief but very straight talk about how to approach and care customers. With the main objective to build trust, Pilo did consider the audience the side from which we look at things, using as an example the famous Canvas for business model generation, indicating thereon which is much more accurate the raise its completion from right to left than vice versa. "Customers come from the right, from Customer Segmentation going through my value proposition and ending on who accompanied me in my business venture," noted Martin. Using a volunteer from the audience, showed the need to empathize with the customer, to BE the customer and enhanced the value of honesty and insight compared to pure empathy. "We must create expectations," he added, before closing with a very talkative conclusion: "Be good people."
Manuel López (@manuelloper), Head of Digital Channels for Business at Telefónica, took over to continue with the new customer profiling, and highlight of his presentation the flow he considers most appropriate when analyzing the so-called "Customer Journey" : Attraction, Search, Interaction, Buy, Support and Loyalty. Enhanced the value of video advertising as absolute king of communication, and put the mobile user at the head of more valuable customers.
While all speakers were quite restrained when launching technological prophecies, we are going to mention some of the forecasts and valuations that were made about products or services that, with more or less level of penetration, are poking through the digital landscape. At the start of eCongress, Antonio Traugott announced that there will be new measures for prevention and legal protection of internet users. The sector seeks regulatory mechanisms for greater transparency and better control of data by users. From minimal (extracted from a set of best practices), we will try to find this self-regulatory code that will generate higher levels of trust between users and advertisers. And he also warned the inexorable arrival of something that was repeated by almost all speakers: The Internet of Things (IoT)
Some challenges for 2015 according to Antonio Traugott
Manuel Lopez, meanwhile, put a couple of examples to illustrate the importance of value-added products, and evolution in the habits of tools. The case of Zara connect, where users buy online from the official app as they share and discuss products, is a clear case that illustrates both issues. Buy online begins to stop being a lonely activity, or at least that is what is intended, offering added value to customers from competition activity.
(Continue to Part 2 here)