Digital marketing from the point of view of the brand

When it comes to choose an agency of digital marketing to work, brands or potential advertisers must follow certain guidelines to carry out the mission successfully. Under that premise, he shared his experience with us. Luis Pablo Perez Torrescanobrand manager of The Glenlivet & Agave Portfolio at Pernod Ricard Mexico.

Founded in 1975, today Pernod Ricard is the number two company in the world in sales of wines and spirits. Its brands include Domeq, Absolut Vodka, Ballantine’s, Chivas Regal, The Glenlivet Scotch whiskies, Havana Club rum, Malibu liquor, Kahlúa and Olmeca Altos.

—As a brand manager, what criteria do you follow to select the digital marketing agency to work with?

I would start the answer with the following: from the point of view of the client for the agency, brand managers must be very clear about what we are looking for and convey to them. That is, the strategy developed by the brandwhich will be translated into a brief (written document where the necessary information for a campaign is captured).

For many agencies it is very tempting to propose digital, media or BTL strategy (marketing technique that uses non-mass media). However, it is a very big responsibility that can become a vicious circle.

It is essential that the brand strategy is just one, is very clear and transmitted transparently to the agencies. Now, to choose the agency, it is necessary to know their proposals on how they will approach said strategy. The role of the agencies is to propose the actions, the tactics that respond to that strategy, to the objective that the brand has. In other words, the action plan.

The most important thing to choose an agency, beyond its size, the speed of response, the coverage it has, even costs… the most important factor is the assertiveness that has; how much is it complying with what the brief is giving. There are agencies that are specialized and that is very good, that have approaches for very specific issues, but it is very natural to receive proposals for additional solutions from an agency that is looking to expand its range of value.

Or on the other hand, there are very large agencies that can cover many needs for clients, that respond very well to what you are asking for, but that offer four other things that you do not need. This is not inherently bad, because let’s remember that strategy is one (singular) but tactics is a plural word and of course having variety is good. The key is to filter all those proposals, to choose the one that is being assertive to your need.

In this way, the agencies propose the tacticians to the brand and based on that, the client chooses which are the best tacticians that respond to the strategy. Another important point for the selection of agencies is that they be flexible and that they can connect the solution they propose with other possible solutions. In the end, a brand is not executed in a unidirectional plan, but rather a 360° one, touching the largest number of points of contact with the consumer. For example, a digital solution can perhaps be transferred to the point of sale or to ATL communication (through mass media).

—Is it better to have a single agency or work with several according to their specialization?

I do not believe that one scheme or another is better or worse. I think it depends on the goal you are looking for. There are agencies and moments for the brand. Perhaps the agency that will best build awareness for you (brand knowledge) is not the one that will best convert you at another point of contact.

On the other hand, when working with several agencies, there is a great incentive and virtue of creativity, which must be the most valuable thing that an agency transmits and only occurs when there is variety and competition.

Also in my experience, I have worked short and long term with agencies and I see that both schemes are good. There are many virtues in working for a long time with a single agency because both parties learn and develop industry and brand expertise. The act of refreshing collaborations can be very favorable for the brand. Sometimes the short deadlines are due to the fact that perhaps the objective or position of the brand changed, so the need also changed. Every year a diagnosis of the brand’s position must be made and a goal set; that will determine if the agency you work with is still going or if another proposal is worth being surprised by. And it is essential to understand that for many brands there are global commitments that must be fulfilled.

—What are the KPIs you pay attention to in order to evaluate the result of an implemented strategy?

It depends on the objective, but we are very specific in some of them. First of all we have short and long term goals. Within the objectives or KPIS or short-term goals in digital marketing, are share of voice, share of conversation and CTR (percentage of clicks based on the number of impressions). They measure how much we are connecting or converting to the action of our consumer.

In the end, we are also in the long term, building awareness, which will not give us an immediate return on investment, but will serve us, for example, to rejuvenate a brand or introduce a new image or positioning. So a spot that is scheduled in digital media, we will be very aware of its scope and full views of the video.

─ How do you measure awareness?

It varies from company to company and we use both internal and external tools. A very important way of measuring is when a diagnosis is made, in every certain period of time, the brand takes the information of how much the brand is within the

set evoked by the consumer. It is done through a study, with spontaneous responses from the target audience that interests you. The important thing is that this methodology be continued over time so that there is a historical comparison.

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