(Expansion) – Marketing is turning more and more to the digital field; Digital is fully measurable and, therefore, guarantees tangible business results, which is why eventually a large part of marketing budgets will be digital and in turn these will be allocated to performance digital marketing.
This provocative idea, originally raised by marketing analyst Paul Talbot, synthesizes the revolution we are experiencing today in the world of marketing and allows us to anticipate the direction it will take, at least in the immediate future.
This technology-enabled and accelerated digitization has very relevant implications not just for marketers and brands, but for CMOs, CFOs, and CEOs themselves.
And if technology allows us to measure how it was unthinkable years ago, what CEOs and CMOs have today with performance is a combination of tools that, strategically managed, consolidate marketing as an engine of growth and not in a center cost.
This single premise goes beyond the debate that some want to establish on the preponderance between performance and branding, since both approaches are increasingly integrated, blurring the line that divided them, under the auspices of technology.
Today in Mexico we are already observing an accelerated advance of these macro-trends, with examples such as: video games, connected TV, digital video, among other emerging technologies, which allow us to envision a very wide scope for the future, not so distant, for which the Brands of all kinds need to prepare and adapt.
Video games, connected TV and OTT are on the scene
Today gaming brings together 2.9 billion players who contribute to the success of an industry valued at 200,000 million dollars by 2023, according to data from.
With this penetration, it was more than natural for gaming to evolve from an entertainment platform to an extraordinary channel of connection with consumers.
The combination of confinement due to a pandemic, the natural interaction of the gaming environment and the very diverse sociodemographic profiles of that community, further accelerated this opportunity.
A sample of this was presented by Daniel Morales Brucher, from Riot Games, last February at LDM Innovation Talks, with the case of DaVivienda, one of the most important financial groups in the southern cone. The brand detected the growth of gaming among its clients and developed a promotion that was communicated in the broadcasts of the LLA Liga Latinoamericana de League of Legends to be able to reach the target directly on a recurring basis.
A key advantage for strategies like this is the experience that agencies have to link brands and consumers in these innovative channels, to exploit them to the maximum and well beyond the sale of advertising space.
Another inexorable trend in performance marketing, powered by technology, is connected TV, digital video and OTT, which allow the public to consume very diverse content on screen, without the need for a cable or satellite subscription. and that opens wide opportunities to innovate in the connection between brands and consumers.
Added to all of the above are the capabilities and scope provided by Artificial Intelligence (AI), although to talk about it a separate article will be required.
This is the future of marketing that is already underway, moving fast, and demanding from agencies, publishers and advertisers a deep and agile understanding of the possibilities it brings to accelerate business results.
As in other revolutions, we have seen that the future does not wait and works better for those who are preparing to receive it. In marketing it will be no different. How prepared are your brand and your marketing team for that future?
Editor’s Note: Israel Santiago De Rubin is president of LDM for Mexico and Latam. He is recognized as a Business Hacker for his professional experience as a marketer, business manager and entrepreneurship. Follow him on. The opinions published in this column belong exclusively to the author.
