The person and the professional
Surfer in the spare time, I'm a guy I've always worked hard to get my business. Today I have my agency, which I dedicate myself to every day. I breathe that, even on weekends. My job as Technology Director is to create, execute and develop tools that help in online communication strategies.
When I finished my business degree, I thought I'd be a consultant for companies. As a newly graduated student, I went to courses that could help me in my professional career, but I realized that this was not the way to be followed. My business was to have my company. That's when I got involved in various types of business: one aimed at building prisons along with my father and another in the cosmetic segment. That didn't complete me, especially since I didn't have full knowledge in both areas. I realized that I needed to get involved professionally with something that I had a certain affinity for. I've always liked working with application development and I've tried to focus on that. Ten years ago, I started National VOX with another partner Adalberto Nicolazzi, Managing and Financial Director, and soon more a new partner, Eduardo Gentil, joined us as Marketing Director who helped us expand new business of the agency.
I usually say that my work is limited to technological marketing, making applications and tools that help companies communicate in the digital environment. We as a digital agency have an important role in digital marketing and can walk along with traditional advertising. We know how to conduct this process very well, and this proves that we have many interesting partnerships with well-known advertising agencies.
Traditional marketing X online marketing
The two of you hang out, or rather, the online and the offline, you need to hang out. The big thing is to work crossmedia strategies, in which one complements the other. I know great advertising agencies that still do not understand the importance of this integration, and because their core business is traditional communication, they forget that the internet today is strongly present in people's day-to-day lives and that joint action can have even more repercussions. However, there is no doubt about the exponential growth and maturing of the digital market, but investments in Brazil in digital marketing are relatively small compared to traditional advertising.
Social Media integrating more and more with the Search area
The order of the search results needs to be optimized and improved to bring more relevant and appropriate results according to the interest of the user search. I believe there's no invasion of privacy or anything, but for the mechanisms to understand the behavior of users. It is something that is necessary and that must be studied.
Tip for those interested in joining the digital marketing area
Study, read books, get into what's new in the digital world. Going to events in the area, talking and exchanging knowledge with professionals in the segment help, and much, in the process.
If professionalizing and specializing in the area is important, a good graduate course will help you. Reading a good book allows you to have a more technical and theoretical approach. There are sites that I sign RSS and get news and digital media trends that keep me up to date. The practical question is fundamental for the evolution of the professional to improve knowledge, nothing better than to put your hand in the dough and make real cases. But for that, you need to chase, get an internship or get a good job that can teach you good practices and a good working methodology.
Don't waste time, don't spare investment in this area. Reflect:
1. Develop good digital planning, that will surprise you;
2. Stay tuned in the digital market, learn about the tools and trends and how they can help you in digital communication of your business;
3. Think of crossmedia actions; remember: the two are always together;
4. Spend energy on what works.
Future of digital marketing
We live in a moment of many changes, today has Facebook and tomorrow there may be another Orkut. It is difficult to see the future of digital marketing. One of the trends for the coming years is directly linked to mobile marketing, for mobile platforms. The technology should be integrated in order to promote communication. The volume of mobile devices (smartphones) and apps that will make people's lives easier is increasing, whether to communicate, play, study and even buy. Evolution is constant, a path without turning, and most importantly, it is fast and cannot be wasted time.
