Digital Marketing Strategy--are you a modern agency?

In every panel, there always seems to be one person who dominates the conversation, mentioning great ideas that the rest expand on. At “The Modern Agency” seminar, that person was John Santiago, Co-Founder and Co-CEO, Media 8 Digital Marketing. The main indication he was in charge? He dropped the word “agnostic” about a half-dozen times at the beginning and by the end everyone else on the panel was trying to work it into their comments.

I was interested in this session for two reasons. First of all, any lecture that is based on “introducing” new concepts to traditional marketers always has a great audience dynamic that I can’t help but observe. Case in point: when discussing the integration of digital media John stated “There isn’t going to be a ‘Traditional Media Buyer” and a ‘Online Media Buyer’ at your agency in a year--it’s just going to be ‘Media Buyer’.” Half the audience started to clap while the others recoiled in nervous shock.

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Agencies take note: Hispanic Cutting Edge Creative

Best way to kick off a discussion about cutting edge creative? Play YouTube’s “dramatic chipmunk” clip--which is exactly what Luis Miguel Messianu, Chief Creative Officer with Alma DDB did to prove his point that content is everything and the modern audience is like nothing we’ve seen (or been part of?) before.

There’s huge focus in all of the workshops at ad:tech Miami on convincing agencies and clients that digital media is the way to go.  Of course, the Cutting Edge Creative: Hispanic seminar was no exception. After playing the chipmunk clip, Luis explained its popularity with a consumer term I haven’t heard before but was thrilled to learn about: Swarm Behaviour.

Why Buy A Dog But Do The Barking Yourself?

Latin America Media Strategy and Planning, a session held Wed. afternoon at miami ad:tech, moderated by Bruno Almeida (Managing Director for US Media Consulting), kickstarted a barrage of great comments regarding the current state of online media buying/selling.

Panelists included Guilderme Gomide (CEO and Founder of Midia Digital), Juan David Pinzon (Founder and CEO of Ariadna), Denise Colella (VP International of Rich Media) and Ignacio Roizman (Managing Partner of Jumbo Exchange). They represented both the agency side as well as the publisher side, giving us an insight into the different perspectives each brings to the table when discussing current strategies/trends in online media.

The User-Centric Approach To SEM & eCommerce

With Search Engine Marketing and eCommerce both being large segments of any corporate interactive arsenal, miami ad:tech featured a session moderated by Tamara Barber from Forrester Research entitled: “The Art of Persuasion: The New Laws of eCommerce Marketing.” Included in the panel were Matt Spengler (Media Executive for Revenue Science), Ignacio Vidaguren (VP of Business Dev. for Mercado Libre) and Colleen Aranda (Manager of Interactive Advertising for Continental Airlines).

Key topics for the talk were User Research, Setting Appropriate ROI Goals & Objectives and the importance of Usability Testing.

Metrics and The Rise of Participation Marketing

“This is the sexiest ad:tech crowd I’ve ever seen!” And with that remark started the introductory address by miami ad:tech moderator Cynthia Nelson, CEO of Todobeb√©, Inc, for a session entitled “Digital Insights: Reaching The Hispanic Community.”

Now that the crowd was paying attention, she quickly moved on to introduce herself and the two panelists for this session’s talk, Natasha Funk (Director of Research, Terra Network) & Adam Chandler (Executive Director, US Sales, Yahoo! Partner Network). Natasha would be speaking about the metrics discovered through a recent, yet-to-be-released study while Adam would be touching upon various methods that his company has used to better engage their hispanic consumers.

ad:tech Miami Speaker Line Up Continues to Gel

The speakers are lining up for ad:tech Miami. Already, we have keynotes from SMG Multicultural CEO Monica Gadsby and Mercadol.com Co-Founder and CEO Marcos Galperin. Now, from the brand side, we have MsDonald’s Ethnic Brands Senior Director Pricilla Jamison, Proctor & Gamble Interactive Innovations Director Ted McConnell and Best Buy Hispanic Initiatives Director Jeff Weness.

From the agency side, we have Vidal Partnership Managing Partner Alberto Ferrer, BBDO Argentina Creative Director Fernando Barbella, Batanga Chairman and CEO Rafael Urbina-Quintero and Terra Networks COO Mark Lopez.

If you haven’t yet registered, you can do it here right now.