At Pensar Digital we did not want to miss this great opportunity to talk with him about his experiences and learnings in the great world of marketing for corporations, always thinking of sharing with you different perspectives and relevant data for those of us who are immersed in the whirlwind of digital marketing.
Thinking of you and in order to contribute the greatest number of diverse experiences and different points of view to inspire, learn and share, we invite people who use digital platforms to support their productive activities.
José Aldana makes a deep reflection on the relevance that algorithms have acquired within digital marketing and mentions, “Today in marketing there is a lot of science, it is more complex.”
The big world of the market and corporations
José "Pepe" Aldana has consolidated gambling data mexico experience in the great world of marketing for important companies, which has allowed him to have a very deep look at what the market wants and, above all, he gives us an insight into the creativity needed for people to marry a brand.
One of the things that we can all share with “Pepe” is the passion for marketing. Each of us at Mauna Media and you who are reading this feel that motivation to make use of digital platforms and tools to successfully achieve the objectives set.
From that passion, Aldana tells Jesús Maceira, host of Pensar Digital, the Mauna Media Podcast, that one of the advantages that large corporations have is that they have enough budget and tools to develop all the ideas that occur to you, as long as they deliver the expected results, because something that is measured carefully in the most consolidated companies is the results.
"The corporate world encourages you to be creative enough, this gives you a great opportunity and also keeps you trained," says Aldana, who has been able to develop large-scale plans. Doing this for personal projects is definitely different, however we all work for the same digital platforms and search engines.
For Aldana, every day and every moment is an opportunity to do better in the great world of marketing, and that is the drive that drives the projects he develops within the corporation he works for. He emphasizes that today the ways of doing things are different, now requiring more scientific and automated processes than inspiration.
However, he is 100% committed to impactful creativity. He believes that a good, sufficiently creative idea is capable of awakening people's interest and that, although digital platforms are subject to the algorithm and we all work for it, creativity makes the difference and could even surprise the algorithm itself.
But that is not happening yet, both companies and marketing and advertising agencies are not sufficiently prepared to consume the ocean of data that Google, for example, can have, and translate that into creatives with successful impacts on audiences.
What a corporation expects from marketing agencies
José “Pepe” Aldana tells us about 3 important things he looks forward to as head of marketing for a corporation.
1.- Allied agencies , rather than service providers, expect the agency to understand the business model, to understand and authentically connect with the company and not to want to implement strategies just because they are fashionable or because the same formula worked for a similar company. They expect authenticity, but not to become detached from the purpose of the corporation.
2.- Creativity : corporations buy creativity from agencies. And this is perhaps the most complicated part. Coming up with an idea that really generates impact is not easy. Testing it and making it measurable immediately is a plus that digital platforms have. If the creativity doesn't work, we'll know in just a few hours.
3.- Science , that agencies are able to implement a strategy that responds to data, to information, make the best use of Artificial Intelligence, big data and all the resources they can have available to respond to the algorithm and what the search engines ask for without losing creativity.
You can listen to this and much more in the podcast. If you want to hear the though
