Digital marketing opportunities and challenges in the crisis

Starting in March 2020, we have entered a new era known as COVID-19, accelerating what was going to happen anyways in the economy. All this has caused a shift in the world and as consequence brands have been shaken, forcing them to rethink their strategies. That’s why we decided to offer you all this information about digital marketing opportunities and challenges. In order for you to implement all this data in your social media crisis plan.

Within a few months, many companies will be in a big recession. This will break the flow of money and from now on, digital marketing will be much more relevant (Facebook, Google, Amazon, and Youtube) along with your digital strategy and your social media crisis plan.

And as it is expected with a pandemic affecting more than 800,000 people in the world, not only has health been affected, but the economy has been seriously impacted as well. That is why we want to contextualize the situation as simply as possible and show you how your brand can digitally adapt to the new world during the crisis.

Silence is the most toxic strategy in crisis communication.
Jim Lukaszewski

Brands deciding not to do marketing in times of crisis are the first brands that audiences will forget. Staying silent is not a feasible option.

Next, we’ll present tips for your digital marketing strategy for crisis management.

Digital Marketing Tips during the Crisis

opportunities and challenges on digital marketing

Here we give you some recommendations that you can implement during this Coronavirus‘s time for your Social media crisis plan.

Act quickly and be strategic

Success is not only seen in those who respond faster, but also those who know how to adapt to any situation. So it is important to learn to manage and analyze the big picture and make the best decision.

A well-monitored brand can detect a crisis earlier.

If you don’t use Social Media Listening with your brand constantly, you may have a storm over your heads before we can detect it, so it is important not only to monitor your brand but also what happens to your followers. Marketing strategy in times of crisis plays a key factor, so you must establish general parameters.

Make a general review of your communication

In an attempt to automate processes, many times we develop all the content for our brand to cover a certain period of time, but it is important to do a complete review when handling a crisis in social networks to know if we should make any changes.

Respond anytime you can

Depending on your brand, on many occasions your customers may need an almost immediate response, either to buy a product or service, as well as to respond to the general status of the brand, it is important to have a response model and continuous communication to let users know that the brand is there for them.

Prepare messages by analyzing different scenarios

Remember that during a crisis there are many changing situations, so it is important that you prepare with your team for all the events that may occur and how they will work on Digital Marketing Strategies for crisis management. Maintaining communication is essential.

Brands making a difference

During this global epidemic crisis, brands stand out by adopting a correct marketing strategy during difficult times, showing through solidarity, what we are living through new and creative proposals.

Coca Cola

Being apart is the best way to be united, this Coca Cola quote is the best way to define the campaign against COVID-19 by showing the distance in its logo. This piece was displayed on a digital fence in Times Square.

Mercado Libre

Mercado Libre opportunities in digital marketing

MercadoLibre is one of the most recognized companies in Latin America for buying and selling products online. And this time, as part of their marketing in times of crisis, they have decided to change their logo temporarily. Under the slogan “Elbow to elbow in difficult times until the best arrives’ ‘ and established a position of support for the campaigns against COVID-19.

Mc Donald’s

The well-known brand with the golden arches also joined through an awareness campaign before the Covid-19, showing the much-talked-about issue of social distancing in order to stop the chain of contagion.

What is important to note is how the communication strategy mixes with graphic values to make the brand more impactful to the consumer.

Nike

Nike opportunities in digital marketing during the crisis

If you ever dreamed of playing for millions of people around the world, this is your chance. Play inside, play for the world. A beautiful message that not only Nike but the brand ambassadors athletes have been sharing.

Nike has carried out an interesting action through its social networks, where it has asked its consumers to stay at home as a measure of containment against the coronavirus.

Marketing action in times of crisis has resorted to its social networks and its athletes with whom it has sports sponsorships as a measure to promote the message of staying at home as part of their social media crisis plan.

Latam Digital Marketing

Latam Digital Marketing was born as a 100% digital agency for more than 6 years, our DNA has always been to work digitally without borders, collaborating from 7 countries remotely.

The new logo symbolizes a team that continues to work hard at 120% so that clients can surf the crisis in the best way with an agency that was already adapted to the new world.

Recommendations for Brands

Offer comfort and tranquility through your networks.
Evaluate how to do acts of kindness.
Take your brand and keep it digitally alive, even when it can’t be physically.
Help people with content that allows them to spend time.
Laughter will always be the best medicine.

Opportunities in Digital Marketing

There are markets where categories are directly impacted by consumer behavior such as retail, travel, technology, luxury, and entertainment.

digital marketing opportunities and challenges

Nevertheless, as this arrives it also brings with it opportunities, we mention some below:

E-commerce (going from the physical store to the digital one)

In the e-commerce projections of sales, we can see how the experts point out the growth that this sales channel is having.

This data is obtained from all the information on products or services that are ordered online, regardless of the payment method or form of requests, excluding travel and tickets for events. It should be noted that E-commerce for retail presents its data based on the US economy.

And in these moments, the digital presence becomes even more vital. Strengthen your Omnichannel Marketing Strategy, as well as digital. Here we present the effort we made with one of our clients and how they benefited Pollo Campero.

The future of Pollo Campero goes hand in hand with its digital strategy, which is why while sales in the market fluctuate, they continue to be positioned in the hands of Google Ads and Latam Digital Marketing.

Delivery

All the companies that have this service have enhanced it even more. Since face-to-face attention has been limited, delivery service has been the breakthrough for many and its demand has increased like never before.

In our case, working with Papa John’s Panama has made it’s Omnichannel Strategy eloquent along with, be able to take requests through its website or through the phone.

Papa John’s Panama has become the warrior and remains in the race during COVID-19 and it has positioned itself as the leader in online pizza sales while other companies have failed, but PJ has a successful social media crisis plan.

Digital Transmission Media

All the companies in charge of digital television as well as online streaming are capturing a large audience since more people are at home, clearly, the consumption of these platforms is greater. It is time for your company to capture all those users.

In the case of Novey, its strategy has allowed them to continue projecting themselves digitally, in addition to their e-commerce and 25 stores throughout the Panamanian territory.

So with the high volume of people generating traffic on these platforms, it becomes not only a sales opportunity but also a chance to remain positioned in the consumer’s mind.

Online Car Sales

While car sales reflect a large drop in demand due to the COVID-2019 Pandemic, there are brands taking advantage of this to make a difference. An example of this is the Geely brand in China, which incorporated a new service offering users the opportunity to buy a car and be dispatched to their homes.

Geely digital marketing opportunities and challenges

Brands like Mercedes Benz and Tesla are now replicating this initiative, in addition to seeking to expand it to other countries-

Real Estate also adapts to digital

While some industries stop, others adapt, this is the case of the Real Estate Sector. And a sample, we can point out the work of GoGetItleads, this digital real estate agent takes the projects of their clients and offers them the possibility of managing visits virtually so that people can view the home of their dreams from the comfort of their home.

They manage from A to Z the digital process of real estate developers that continue to move despite the crisis. From the generation of the leads to the reservation of the property.

Industry transformation

Influencers, celebrities, athletes, and others are currently turning to create live content as part of their crisis management strategy on social media.

Thanks to Instagram Live, many of them are working on their personal brand, clearly, due to the high tuning ratings that these moments receive and that allows them to keep their communities active.

This trend is even more recent, so not only companies but personal brands have begun to be more present in their digital accounts. More people want to stay active during these confined times.

An example of this is Power Club Panama, one of the most famous gym chains, which as part of its marketing strategy in times of crisis is teaching online classes (even when they stopped charging membership) so that their followers, as well as other users, stay active from their homes.

On the other hand, for lovers of art and history, there are museums that have opened their doors to the public (virtually), an example of this is the Museum of the Palace of Fine Arts that offers a virtual tour just a click away.

Particularly, while we are still indoors, technology and virtual reality allow us to continue exploring the outside world.

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TIPS for working from home

After the State of Emergency that has been decreed in many countries as a consequence of COVID-19, most of the companies that allow them to do so have started to Telecommute or Work from Home. Moreover, this has even changed the procedures for crisis management on social networks.

Thanks to technology and innovation, this type of work have allowed workgroups to continue with their functions because even at a safe distance, work activities can be carried out.

At Latam Digital Marketing as part of our social media crisis plan, we have already been working under this modality for three weeks to take care of the health of our collaborators and their families. This is why we established the following recommendations for people who have to work from home:

Don’t work in pajamas. Even though it sounds like a very comfortable option, by keeping us in the same mood that we wake up, our system takes longer to start, it is important to let our body understand that we are in work mode.
Set schedules. Just like your office hours, your lunch hours and your tasks, set times for everything. So by having a schedule, you create the habit that even at home, you stay on a schedule.
Support your team and ask for support when you need it. In times of remote work, work overload and stress can work against us, so it is important to stay in communication with your work team.
The leaders of each team must motivate. It is important for them to be aware of the individual situations of the members of their team, so by keeping motivation high, they will not only perform better but will be willing to interact and contribute greatly to their teams.

¨ Latam Digital Marketing was born as a digital and borderless agency from the beginning. Working in distance is one of our strength ¨

We have been working from 7 countries digitally with clients around the world for 6 years, and we are prepared to help you grow during this crisis while your competition closes. Let’s talk about your digital strategy today!

21 Feb 202024 Feb 2020

What is Digital Marketing Automation?

Have you ever heard about Digital Marketing Automation? Surely it seems a distant term and you probably don’t need to know, but if you are a fan of the Inbound methodology, you are most likely to use this tool day after day, to carry out multiple successful marketing campaigns, and generate the desired sales.

74% of companies that use Digital Marketing Automation confess that this powerful tool helps them optimize time.

How does Digital Marketing Automation start?

Digital Marketing Automation starts from the moment when we attract traffic, until we generate the desired conversions with the new leads that we capture through the Internet and other media and channels.

The potential of this tool is that once this “machine” is configured, there is no need for human intervention during the conversion process, because all emails, notifications and actions, are automatically executed with automation software.

This way, we can also focus our efforts on attracting new customers that will feed the “machine”.

Why should we bet on Digital Marketing Automation?

Digital Marketing Automation saves us a lot of time, but above all, it allows us to do more customized marketing and, therefore, more effective.

According to Adestra, 74% of companies that use Digital Marketing Automation for their strategies and campaigns, confess that the main advantage of this powerful tool is the ability to optimize time.

The use of Digital Marketing Automation makes the processes that otherwise would have been done manually, are much more efficient and controlled over time, and also be able to perform some cascading processes that would be impossible to perform manually.

This means that using specific software, you can perform all actions that your company contemplates within the set of sales in a systematic way, improving the processes and effectiveness of each activity.

Advantages of Digital Marketing Automation

We have 5 important advantages that will provide you with the quality and security you need to run your Inbound Campaigns successfully.

Enrich the sales process

This is the number one benefit, because for you, the sales process can probably become cumbersome and annoying. However, through Digital Marketing Automation, you can acquire more detailed information about your leads and potential clients, to create a space for communication with them, where you can attend them directly.

This type of tools allows you to establish a nutrition of leads, where, for example, once the lead subscribes to the newsletter, you can send customized messages automatically, and then begin to initiate the dialogue to connect with your audience without delays.

On the other hand, you can compose the Lead Scoring or the Leads Qualification where you evaluate at what stage of the Sales Funnel the lead is located, so that you can be with the user until the whole process is completed and the sale is finished.

Segment the target customer

Yes, as we explained in benefit number 1, Digital Marketing Automation helps you solve the constant intrigue about your target audience. So, when revealing the mystery, you can know what stage it is in, and how you route it to the end point so that it approaches you, knows you and decides to make the purchase.

It is not necessary to manually separate each lead that arrives, because through the automation software you receive the essential data to automatically classify and segment each user. Also, you prepare those who are not yet ready to make a decision, and who need more time to meet you.

Without a doubt, you have the advantage of falling in love and loyalty with each campaign, strategy and content.

Reduce costs

This is the most dreamed phrase by any marketer! Because we are going to be honest, we know that in marketing any mistake costs very expensive, that’s why Digital Marketing Automation helps you reduce the margin of error to the maximum and with this the expenses that entails.

Nucleus Research indicates that Marketing Automation can lead to a 14.5% increase in sales production, and reduce up to 12.2% in overhead of other marketing processes.

Digital Marketing Automation is an excellent solution!

In short, you can improve each of the processes that are carried out in each of your departments with Marketing Automation.

This is why this type of tools can make your life much easier in terms of working on strategies and meeting the objectives.

Also, it’s good to keep in mind that with Marketing Automation, you can rate new and better leads for your brand.

Are you ready for Marketing Automation? Learn more about everything you can do for your company or venture.

As a Performance Agency, we work to take your brand to the next level. Contact us!

12 Feb 202012 Feb 2020

LDM is a Great Place to Work 2020

After many months of planning and great effort we have a new achievement that we want to share with all of you… We are a Great Place to Work 2020?

This certification positions us not only as the best place to work within the Digital Marketing niche but also the best place to work within the region’s advertising industry. Great Place to Work evaluates its applicants´ work culture through the experience of the collaborators that make up these organizations in order to obtain the GPTW 2020 award.

What is Great Place to Work?

Great Place to Work ® Institute is a global research, advisory and training company that helps organizations identify, create and maintain excellent workplaces through the development of reliable workplace cultures.

What does the Great Place to Work measure?

It represents the perception that employees have about the sense of justice within the organization through mechanisms that ensure equity and transparency in organizational processes and decision making.

About us

In Latam Digital Marketing we offer integral solutions to support the development and execution of marketing campaigns in the digital field, including: consulting, strategic support, creative development, audiovisual production, planning and execution of plans for digital media, purchase of technology services, implementation of automated marketing platforms and CRM (Customer Relationship Management), among other services geared towards tangible business results.

We have solid credentials with global leaders in the digital marketing arena. Latam Digital Marketing is the only Google Partner Premier agency in Central America, Caribbean & Andean Region, this being the highest possible alliance with Google (there are only 12 in Latin America) and it shows a clear distinction in technical performance, customer satisfaction and accelerated growth.

Moreover, we are the only Adobe Marketing Cloud partner, a global leader in digital marketing solutions for large companies. We are also the only partner of Marketo, the world’s leading automated marketing platform, and lastly, we´re a Mediamath regional partner, SaS global leader for Programmatic digital marketing.

Our Journey

Our company was born in January 2013 as a startup to create GoGetIt, a real estate portal. The idea and the business plan made the company win prizes in Silicon Valley and connect the founders with the innovation ecosystem as well as the most advanced digital marketing trends.

In 2015, the company’s focus expanded in order to serve other industries with the same philosophy of generating plans tied to performance, ultimately giving birth to what our holding company is known as today, Latam Digital Marketing (LDM). With this intervention, an era focused on exponential growth and accelerated regional expansion had begun.

In 2016, the first subsidiaries opened in Guatemala and Costa Rica while customers continue to come in from different countries. Meanwhile the company maintained growth rates above 2X

In 2017, Google chose LDM as its first PREMIER PARTNER for Central America and the Caribbean. Additionally, Unbounce names us its first partner in Latin America given the level of expertise and growth that we were generating.

In 2018, Marketo appoints LDM as Regional Partner and through an acquisition, formal operations were opened in the Mexican market, expanding our employees to more than 80.

In 2019, LDM is named the first Official Adobe Marketing Cloud Partner. In addition, we formed the “LDM AI HUB”, making it the first time that an independent agency groups together multiple startups focused on applying Artificial Intelligence to digital marketing technologies geared towards executing plans for companies in Latin America. During the month of July we opened operations in Peru, our 5th subsidiary.

This year we got GPTW 2020.

What is the Great Place to Work certification?

Great Place to Work® Institute is a global research, consulting and training firm that helps organizations identify, create and maintain excellent workplaces, through the development of highly trusted cultures. Great Place to Work® works with the private industry, nonprofit organizations and government institutions in more than 50 countries on six continents.

In the last 30 years, GPTW has carried out exhaustive research focused on the experience of collaborators on what makes an organization excellent and today they have defined the pinnacle of all workplaces.

Each year, up to 4 million employees worldwide in more than 6000 organizations take the collaborator survey for Great Place to Work that collectively employs approximately 10 million people.

The organizations that they survey represent virtually all sizes and all industries. Through certification programs, GPTW publicly recognizes outstanding work cultures and annually produces the list of the 100 best companies to work with for FORTUNE and the list of best workplaces for millennials, women, diversity, small and medium organizations and various industries.

For more than 30 years in our research processes we have worked with more than 18,000 organizations from all sectors in more than 60 countries, representing more than 100 million collaborators surveyed.

Lesslie de Davidovich, regional general manager of the Great Place to Work® Institute Central America and the Caribbean.

This is why after knowing the prestige of the GPTW 2020, as well wanting to receive this internal analysis of our organization, we embark on this adventure.

These are some of our outstanding achievements that make us a GPTW 2020

Operation Centers in Panama, Mexico, Guatemala, Peru and Costa Rica.
The CSSDA design and development page rewarded our website in the categories of Best Innovation Design, Best User Interface Design and Best User Experience Design.
We started the Google Ads Performance Growth Program with Google.
We created the One Team One Design team, developing the talent of our Design Team as a single force.
We developed our own tool to improve the performance of Google Ads Campaigns.
We organize the most important Artificial Intelligence Event in the region.

What sets us apart from other companies?

Monthly Information Town Halls for our employees

Where we inform everyone in our team what is happening in the company, recognition of employees, welcomes and introductions to new team members with interconnection with all our offices.

We have become a Borderless Agency

With customers across the globe and services in countries where we don’t currently have offices, the geographical boundaries have been left behind. We don’t just work with remote teams and equipment, we provide solutions and excellent service to our customers thousands of kilometers away.

National and international internship program

Leaders committed to boosting their teams

Our Internship Program has allowed us to empower leaders who work with us today. Many people started their professional career with us and currently have fixed positions within the organization.

We faithfully believe in horizontal leadership, so all team leaders are given the task of showing their members that they are accessible and can count on them. This makes it possible to grow closer bonds, raise confidence levels and empower all members. This has helped create a good work environment that has allowed us to participate in the Great Place to Work 2020.

Fellowship activities to encourage teamwork

From sports activities and birthday celebrations to meetings outside office hours, one of the qualities that most stands out for our organization and also stood out in GPTW 2020, is that we like to share so we encourage this among employees.

And because the only way to change the future is to create it… Are you ready to take your strategy to the next level?

We are the # 1 Performance Marketing Agency in LATAM.

16 Jan 202020 Jan 2020

Stay updated! These are the Digital Marketing Trends of 2020

A few days ago not only did we begin a New Year but also a new decade, which is why being aware of the digital marketing trends for 2020 is essential in order to be able to implement them as soon as possible.

What will be the digital marketing trends 2020?

This year we´ll be seeing great changes in the digital era, but pillars such as personalization, chatbots, automation, social listening, campaign measurement, and voice searches are going to be some of the main trends.

Digital Marketing Trends 2020

And without further ado, we present some of the most outstanding digital marketing trends for this coming year.

1. Customization

This was one of the main trends of 2019 and ones that will keep being important in 2020. Implementing hyper-personalization processes creates a positive and measurable impact on customer loyalty and satisfaction.

Personalization is among the opportunities identified as most attractive for different entities and because of person-centered data marketing, it remains crucial. Thus, proposing a hyper-personalized relationship will be the main marketing trend in 2020!

In addition, according to the Interactive Advertising Bureau (IAB), for 83% of marketing professionals, creating personalized content is one of the biggest challenges.

2. Chatbots

We have mentioned them in previous articles, but their relevance continues to grow over time, and as digital marketing trends 2020 they are an essential tool in customer service.

Chatbots, those chat boxes that usually appear on the lower right side of the web pages, is an easy and economical way to communicate with clients and potential clients without human intervention.

Not only do they allow brands to clarify doubts or take visitors to specific pages, but they also capture customer data at any given time. When responding in real-time, we avoid losing the interest of those who visit our site.

Yalo Chat, through the WhatsApp Business Bot that they manage, is a great example. Brands manage to communicate with the user, recognize their needs and offer a personalized and instant solution. If we consider the long waits we would have to endure in order to be attended by a real person, this surely cuts out all that waiting time.

The weak side of this software is that given that it depends on artificial intelligence, you have to take some time to “train” it in order for it to be really useful to web users. Once we do this, human intervention is greatly reduced.

3. Marketing Automation

It is time to reduce the use of human resources in processes to minimize execution time and the number of errors. That’s why some big 2020 marketing trends include more and more automation tools through Machine Learning and Artificial Intelligence.

All of this results in you being able to spend more time in designing strategies and new opportunities instead of the execution of processes that can be automated with a couple of clicks.

There are many platforms in the market that can help you with these tasks, but here we present the 6 best Marketing Automation Softwares.

4. Social Listening

Although many people do not give it the greatest relevance, it is important that in Digital Marketing in 2020 we begin to listen to the health of our brand and to detect those niches where users who interact with us are located. As we mentioned in previous articles:

Social Listening is used to analyze the content we publish and to help us improve our strategy. This is the key to achieving good engagement through the analysis of comments, conversations, opinions, preferences and user data. The real goal that we must achieve with Social Listening Marketing is being able to measure the performance of a brand, product or organization.

It is paramount to know everything that is happening with our brand and to be aware of alerts at times of crisis, but analyzing how people feel about your brand is also very important, and we are often not aware of it as part of the 2020 marketing trends.

In 2020, Social Listening will also be your best ally to know who are the main ambassadors of your brand and in which niches they talk about it. Do you want to learn about this and more?

When doing Social Listening we use our favorite tool: Karma Pulse. You can learn more about it and how to do Social Listening with it.

5. Voice Search

Guaranteed: most brands are not ready to explore advertising on smart speakers. But as they grow, they should explore how to optimize their content for voice searches.

According to Google, 20 percent of all Google searches occur through voice. And according to Thrive Analytics, you can say that 71 percent of mobile users between 18 and 29 use their smart assistants.

We all know Echo, Siri or Alexa; they are users´ allies when it comes to searching by voice commands, so as part of the 2020 marketing trends, we need to start optimizing our content for these searches.

6. Measurement of On and Offline Campaigns

In the past, we were content knowing that we were making noise in different types of media, but just as social networks, your offline campaigns are also measurable.

This is why Digital Marketing in 2020 highlights the measurement of omnichannel strategies, which is possible if you have the right tools. And it is with this that you can know how much you invest in which channel and the return that this offers you.

We use Decidata, a technology company for media and marketing. It was founded two years ago and it develops technological solutions for brands and marketing agencies. It allows synchronizing television advertising with digital and launch targeted campaigns towards specific segments of the population.

7. Increasingly Automated Campaigns

Before creating campaigns on Google and Facebook, we had to have great knowledge and long implementation processes. Today they have become automated processes and this trend is just going to keep growing.

This is why you need to invest more time in the strategy and know the audience you want to reach. This must be a priority for your strategist!

And as the trend of increasingly optimized and personalized campaigns grows, we have a tool that can help as part of our 2020 marketing trends.

Adex AI is the creator of an automated model of artificial intelligence and machine learning for digital campaigns. Save time and money satisfying your customers at the lowest cost!

With this tool, you can not only create predictive campaigns but also optimize the ones you already have. This will allow you to better invest your budget and get improved results.

Campaign Grader: A tool created in LDM to improve your campaigns

In the Digital Age, we try to position our brand on all possible platforms, but we know that the master and lord when it comes to searches is Google.

And it is proven that for every dollar invested in Google Campaigns efficiently, the ROI is double in average companies. That is why doing a good job becomes imperative and optimizing AdWords campaigns is paramount.

Our new platform to optimize AdWords campaigns generates a report with recommendations on the performance of your campaigns with which you can detect opportunities and deficiencies that you would not normally get at first glance. This is all so you can make these improvements and maximize your results.

Give it a try!

New decade, new Digital Marketing strategies

We hope that the good vibe of 2020 allows you to succeed and we want to support you with a series of tips:

It is essential to start obtaining leads from potential customers, so make sure that visits to your website become leads.
Analyze and duplicate the marketing channels that work best for your business.
Everything must be measurable to improve, so knowing the ROI of all your investments is indispensable.
Homogenize all the contact channels of the company, so that they share the same strategy and your customers can move from one channel to another.

The Latam Digital Marketing family will continue working to achieve new achievements in 2020. And you, are you ready?

And because the only way to change the future is to create it … Are you ready to take your strategy to the next level?

We are the # 1 Performance Marketing Agency in LATAM.

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