Cyber-attacks on companies have increased exponentially in recent years and are expected to continue to grow during 2023. They will be increasingly sophisticated and targeted attacks on information systems, making the information security of brands and, most importantly, of users and audiences, highly vulnerable.

This concern becomes more relevant when we tie the end of the cookieless era with the beginning of the boom of building 1st party data of each company. 

What impact does this have on Digital Marketing? 

More than we have considered.

Starting with the Information Security regulations that are increasingly complex in continents such as Europe and America; where the certification and guarantee of the good use of the information of the brands and the privacy of the data of all its users is more and more demanding. 

One of the results of the demand that has generated to cover this need, is the growth that had in 2022 in the request for a powerful certification.

ISO 27001 – Information Security

And one specifically suited to the industry: “Marketing of IT and Marketing Products and Services”.

How unique is it to have this certification?

Unlike the others, this one in particular is highly technical. Only 2.86% of the companies with ISO certificates are of this type (worldwide). 

LDM is one of them.

What opportunities does it create as a partner?

The most valuable thing is the trust that a team has when having a good use of your brand’s information and its security, both internally and externally with your allies.

As software development partners, part of our Business Intelligence proposal, we anticipate the need and align ourselves with the requirements of large companies that request this certificate.

And in 2022 we faced a challenge throughout the organization that guided us in a journey of protocols and security processes: to generate records with evidence that serve as documentation to reinforce onboarding and operation processes.

The results

A structure that strengthens the security of our company’s information, as well as that of our suppliers and customers, knowing that the latter require higher levels of confidentiality. 

We develop a virtuous cycle of continuous improvement and evolution in procedures, by perfecting our controls and making them more detailed and more defined. For this reason, the people involved in the whole system are very important and have the full commitment that all requirements must be met.

The challenge does not end with obtaining the certification, the most complex is to maintain the quality of the processes for 3 years to apply for renewal.

Apply activities and preventive maintenance, processes for personnel departures and arrivals, document security checklists, identify the entire set of assets / information elements both internal and external, analyze their threats and vulnerabilities to assess potential risks.

From LDM, our commitment has always been with our partners, and with the technological innovation that forces us to train ourselves and to have certifications that endorse the procedures that provide security to the brands to make use of the information they have put in our hands.

By trusting organizations with this type of certifications, brands prevent millionaire losses, shield their intangible assets in image and reputation, increase their operational control and advance in their legal compliance, which generates higher levels of trust, as they are committed to continuous improvement and evolution in the processes with more detailed and defined controls.

Is your brand ready for this new 1st party data era?

Contact us and take your brand to the next level!

The elimination of cookies opens up new opportunities for all marketing teams to generate positive levels of trust and loyalty with their digital audiences. A point that adds to the balance but represents the development of much more robust strategies for brands. The long-term solution: 1st party data.

Winking at each user will not necessarily be more expensive but more complex, where each stage of the funnel will contribute and integrate to meet the desired objectives. 

Innovation in content marketing and digital experiences will be the most important to make that first attraction from native platforms and profiles when generating new audiences.

And all these new applied efforts need to be translated into intelligent tools for optimizing operations and investments and a personalized visualization of the valuable information being generated. 

Decision making can be more assertive with reliable data at hand.

You may already be moving forward with this 1st party data construction, but before moving forward with these actions, we share with you the checklist that you must incorporate in the beginning of this year.

1. GA4 & FB CAPI: CrossCheck

Two of the most important platforms for all brands, where a large percentage of information about their audiences is generated, and both are undergoing an evolution in their systems that is precisely born from the elimination of cookies. 

You may have already made the migration or have it as a priority to start the year, but something we recommend, especially taking into account the relevance of these platforms, is to have an audit by an external party. 

In this process you will be able to confirm that all the configuration steps in each of your sites are very well linked to analytics and that they are really reading the kpis and metrics aligned to your objectives. 

To be one of the most valuable bases of your audiences, it would be worth double checking, don’t you think?

2. Smart Data Management for your 1st party data

In order to turn this constant change around, you need to be one step ahead of the evolution itself. Activate and be assertive before the consumer decides. This is really complex when your channels depend on other sales agents or distributors. 

For this stage, Customer Data Platform (CDP) will be your base tool to develop a robust, sustained and effectively segmented strategy to achieve those objectives. It is not only about capturing the information generated from each user; the essence and key lies in knowing how to interpret, analyze and understand it.

Knowing with deep understanding the origin of the first approach until the conversion to give way to loyalty and repurchase are the objectives of this new journey. Once you have control of this part of the process, you can continue with the generation of specialized content for each cluster and thus begin with the constant construction of your target audiences.
 

3. Data intelligence tailored to your brand

A dashboard can display a large amount of cross-platform data, showing trends and offering context.

By reaching this step you have already checked the generation and enrichment of your audience data, as well as ensuring that all this information is protected and secure through protocols and certifications such as ISO27001.

The next level, which should be considered from the beginning because it represents a totally customized programming for your brand’s operation, is the intelligent visualization of your advanced reports: Dashboards.

A dashboard can provide access to data at a lower cost per user, in addition to facilitating personalized access to key data of the operation according to the profile.

The most relevant is to simplify the process of sharing and analyzing real-time and/or historical data from different sources. Filtering can be done through graphs which allows for more effective analysis.

LDM, Digital Marketing and Business Intelligence Agency

The transversal axis that potentiates all this mix of tools and operations is centered on a partner with a business integration mindset that has a full understanding of the business. In addition to contributing from the first step with advanced audits, selection of strategic platforms and development of dashboards adapted to the nature of your operation. 

The most valuable result of applying the above steps is obtained in the assertive interpretation of all the projected information of your customer lifetime value. This helps to better understand your brand’s problems and opportunities, as well as to prioritize the big focuses of attention among the smaller ones.

Contact us and take your brand to the next level! 

Evolve your strategies by innovating with data-driven storytelling and get a boost in your brand’s growth within the digital market. 

You are one step away from connecting with new opportunities for your brand.

Previously we have analyzed the benefits of SEO and PPC. Not that one is better than the other if we separate them, the question now really is:

How to integrate SEO and PPC properly for your brand?

The two integrate very well to drive search success. It’s not always just SEO versus PPC/SEM; each channel can complement the other when used correctly. And when your budget allows you to use both, do it! 

It’s a strategy that helps balance short- and long-term benefits.

In this space we share with you some recommendations to be able to leverage the efforts of both and get the best results from your campaigns:

• Allocate SEM budget using SEO information: analyze keyword research to understand where it underperforms and optimize your investment.  Gain a deeper understanding of your target audience’s searches.
• Strengthen content strategy with SEM performance data: identify the most valuable paid terms and collaborate with the content team to incorporate high-value keywords.
• Build competitive research using a PPC and SEO strategy: get to know your direct competitors better and segment them by clusters. Detect their keyword strengths and weaknesses to leverage your strategy. 
• Incorporate SEO best practices and insights when creating PPC campaigns: avoid self-cannibalization and sabotage with other brands in the company, and improve the technical health of your website. 
• Connect communication and collaboration between internal teams, this helps to have the full picture and performance monitoring of both strategies: Performance and SEO. 

In summary, integrating SEO and PPC is a powerful strategy that can help you maximize the reach, effectiveness and ROI of your marketing campaign. By utilizing the information and tactics from both strategies, you can improve your understanding of your target audience, optimize your conversions and increase your brand visibility.

It is also important to remember that, while integrating SEO and PPC is a powerful strategy, it requires time, effort and resources to implement correctly. It is necessary to coordinate keyword strategy, create relevant content and ads, and optimize the technical structure of the website for both channels. 

Therefore, it is important to have a solid plan and working with an experienced team like LDM can make a big difference in the success of your business’s SEO strategy. By choosing a trusted partner that has the expertise and is committed to long-term results, you can be confident that your SEO investment will produce the results you’re looking for.

Contact us and take your brand to the next level! 

Learn more about our SEO success stories.

You can request your SEO diagnosis with us!

A boom that translated into more than 100 million users globally in just two months and that also put Big Tech in sprint mode to launch its proposal as soon as possible. 

This tool put artificial intelligence in the spotlight it needed, making it accessible, practical and highly functional.

And as with every technological innovation, since its launch, several threat hypotheses have emerged. 

The most talked about have been the replacement of the role of content generators, editors and journalists, and the controversy it may unleash in terms of authorship and intellectual property rights.

Forward Thinking Marketing

At LDM we are committed to understanding and analyzing new digital trends, including the launch of artificial intelligence tools. 

We have the firm conviction that artificial intelligence is not the protagonist, making good use of it must be the smartest factor in all this. 

But it is not only about adapting new technologies because they are trendy. The process in each region is very different and our mission is to know exactly how to connect them with the present of our market and our customers. 

And in this case, the focus of the last few weeks was Chat GPT. 

We needed to tell from our own experience, a point of view built with evidence and solid foundations. 

And we are moving forward. The essential thing is to know that it is an adaptation curve to obtain the best benefits from artificial intelligence, with the responsible use that this represents. 

Everything is evolving and with it, so is our learning.

Chat GPT and SEO

Jorge Batista | Head of Search

Chat GPT is a very good complementary tool in keyword analysis, content research, general SEO, competition research and search trends. However, like any new technology, it has its flaws, especially in areas of expertise, so any work done with its help should be reviewed and verified by a specialist in the field. 

As Chat GPT itself responds: “I can be a useful tool for an SEO specialist and help improve the SEO strategy of a company or website, but I cannot completely replace the role of an SEO specialist in the implementation and optimization of an effective SEO strategy.”

Another important point to consider that one of the biggest challenges of an SEO specialist is not technical, strategic or content, it is not to diagnose and identify problems on a website, the real challenge is to get these problems corrected, many times a website involves multiple actors and teams, coordinating all the teams to reach the correction is the biggest challenge.

Chat GPT and HTML Codes

Another good practice to get benefits from this tool is to use the support to suggest proposals at code level to help optimize time in the implementations between the SEO team and Technology or Business Intelligence.

And something more interesting is that we can generate HRFLANG tags that help us to geolocate the content in question.

Alan Telpalo | Business Intelligence

Chat GPT can function as a great operational assistant, especially as a “reviewer” of processes as diverse as content, code or information in general; however, it is wrong to think that it replaces people in that – for now – it is not a tool capable of cognitive processing or creative thinking; in our BI area, it has helped us mostly in processing large databases to classify more efficiently and thus facilitate our analysis processes.

Chat GPT and Content Generation

The most common mistake is to confuse it with a self-sufficient tool that generates functional content on its own from start to finish. In this area of use, Chat GPT will support you at the mid-point of the process, it is not something you should consider as a complete and efficiently stand-alone solution. 

The most common mistake is to confuse it with a self-sufficient tool that generates functional content on its own from start to finish. In this area of use, Chat GPT will support you at the mid-point of the process, it is not something you should consider as a complete and efficiently stand-alone solution. 
Valeria Becerra | Communications

In a very short time and with simple steps I was able to personally connect with the benefits of using this type of innovation in my operational processes. An experience that I previously assumed outside the functions of my expertise in content marketing.

The intelligent use from my role is to apply this tool once you have landed the key messages of the communication, the fundamentals, data and references that will validate your content and the keywords that you previously analyzed with the SEO team. All these elements are criteria that Google itself evaluates as high quality content. 

You must be the guide of the tool, the mind of the creative idea and strategy, and not wait for the AI to automatically develop paragraphs that are ready just to copy and paste. 

I got the benefit when developing longer pieces integrating all the above elements. The results of KPIs (Open rate and CTR) in the email marketing strategy remained the same and in some cases up to 15% higher than previous articles.  This helps me to evolve and further segment my communication thanks to the optimization of efforts and operational times. 

Artificial intelligence and the role of digital agencies

imagen Alberto Álvarez | CEO Endavant

With every new disruptive technology, we must always take into account the innovation cycle, called “hype cycle” which consists of 3 major stages: 

1) inflated expectations,

2) Disillusionment,

3) Maximization 

Open AI and Chat GPT3 are in the first stage, they are highly disruptive technologies that generate extremely high expectations of what is possible. Given the level of expectations, we will soon enter the disillusionment stage, which is not really based on the technology, but on the very large gap created between the reality of the technology and the expectation of the people.

Our responsibility as digital marketing, innovation and technology partners is to accompany our clients from the beginning to really understand what is possible today and what will be possible tomorrow. And to focus our energy on making the most of today at a business level and to prepare the company and the teams for what will be possible tomorrow.

Contact us and take your customer journey to the next level!