Introducing Social Media platforms to brand managers in Mexico.

Working in advertising has changed completely the way I see technology adoption in Mexico.

Approaching brands that have been all of their lives under routinary communications processes and suddenly bump into the fast-tracking digital age, has become more of an educational relationship than a sell driven relationship.

A lot of brands jumped into the social media wagon because they didn’t have another option. It was either a mandatory request from global or they were late and the competition had already a solid base in digital.

So, it wasn’t something that started as a goodwill intention.

It was another point in the agenda, a mark on a checklist.

How can we develop a strong strategy when our client is in unknow territory?

Agencies have two paths and I’ve seen both on them been sold:

Sell a well-founded, grounded strategy.

or

Sell smoke. Sell nothing. Sell more confusion to brands.

Data.

Interpretation, analysis of well constructed data platforms have changed the way advertisers and brands understand digital.

Marketers can now have a clear view of their impact of the digital spectrum with platforms like Google Analytics and Facebook. The user experience of these platforms is thought for people looking to dig into seas of data but also for the ones looking for an executive summary.

Campaigns and whole marketing plans can be adjusted according to the real time needs from users and justify your brand’s next moves to other employees not in touch with digital.

As all things, it takes time. It takes an evangelization ritual to get marketers to really understand these platforms, but most importantly, it takes time to take them seriuosly.

These are not only tools for performance improvement, these platforms are the new drivers for new ideas, products, content and stories.

It takes time to get it, but it’s worth it.