Race interviews: Erick Spada

Race interviews: Erick Spada 1
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Digital Marketing is the challenge of impacting the right person, with the right message and at the right time

By João Pedro Andrade

To understand more about digital marketing, just like any topic, nothing better than exchanging information. With this in mind we got in touch with Erick Spada, professional responsible for the digital marketing of a major automaker. In our chat, Erick told us a few key elements for conducting a successful digital campaign.

Race Communications – How did you get started in the area? For how long have you been doing what you do?

Erick Spada – I have always worked with the development of systems and data in Computer Technology, but in 2011 I received an invitation to coordinate the former WebMarketing team in an automotive industry in São Bernardo do Campo- Brazil, which at that time was basically “making and maintaining a website”. This era began with the intention of companies to unify the CRM, Marketing and Information in a single location that could reach customers with digitalization, creating Digital Marketing. Although it sounds like something we already have for a long time, we’re talking about only 10 years ago.

RC – In what consists the digital marketing activity?

ES – Digital Marketing is the challenge of impacting the right person, with the right message and at the right time. And I say “challenge” because everyday behaviors change and, along with them, also advance technologies, ideologies and new startups arise. Unifying, planning and deploying is hard work, and nowadays timing is very important, because if you don´t do it, someone else will.

RC – How is the performance of the automotive industry in this field?

ES – Automakers always work with the brand’s global alignment, even if each market has with its own regional campaigns. That way, we have a two-way road for the  exchange of information, we take information and campaign to the head office, as well as receive good practices from other markets to be applied in Brazil. This occurs with the use of tools and even local campaigns of disclosure of the products.

RC – How do you see the  activity being reverted to benefits for the company?

ES – Our wish is always to increase sales, but that does not mean that happens right after a digital campaign. In fact, in the moment we live today and with the several existing consumer profiles, I strongly believe that the most important with brands is the first contact about the benefit of the product for the customer. A product to sell everyone has, but what is your differential? How will digital actions make your brand relevant to people’s everyday lives? A beneficial act, how important it is to you, and how I “as a brand” relate to you “as a consumer.” Once, a client and friend told me something I always carry with me, which, although simple, is true: “every client wants to be pampered.” It makes sense, we have several products that deliver the same thing, and that has corresponding values ​​… but think of a brand that watches you very close, that understands you, that is there when you need or have a question; is not it a gift? Small actions captivate you, and of course, create loyalty!

RC – Could you tell us a very successful case of the brand?

ES – When companies started working in social media platforms in around 2010, they did not have much sense of the impact this would have on the future, and today social media is synonymous to customer service. Contents, for example, were replicated on Facebook, Instagram and SnapChat (the latter reached peak and the no one else talked about it). With daily data analysis, it became clear that users from Facebook and Instagram wanted different information on each platform, and today, with fully adapted content for both social networks, everyone looks for leadership in followers and engagement in the automotive industry on Instagram.

RC – How to think strategically when it comes to digital marketing?

ES – First of all: what is your goal as a company? When we are with managing, strategic, creative people and disclosure partners, everyone must be aligned with the goal of something to be created. Is it to engage? Is it to publicize the brand or the product? Or is the goal simply to sell? From that moment you begin to direct the whole team. Of course, several ideas will come up with several different scopes, and a multidisciplinary group is always welcome. Evaluate the implementation possibilities and start to make enable costs, which, if not within the budget, will be discarded. It’s amazing how many good ideas can come from several different places.

RC – What are the main mistakes made in digital marketing in today’s market?

ES – In fact the mistake is not seeing what is around you. Many attempts may seem like mistakes when they do not work, but the digital market is very competitive and very dynamic. Everything we do serves as learning, and of course, the generation of values ​​in data consistency and product dissemination seems to be the only reason to be in Digital. With the competition we have today, there are moments that are far more important in generating consideration for the brand, attractiveness and benefits that the company can have with people, and that financial return may take some time to be reached. Look forward with the information collection from the past, and never underestimate the use of data. This may be the biggest mistake.

RC – Do you believe that any type of company can have an efficient digital marketing strategy?

ES – Not only they can, they must! Regardless the size of the company, the amount of employees … Today, it is a must to be on the Digital, and I do not say just of having a website. Today the website is your business card, your showcase, but working in the Digital segment requires knowledge and planning to make the execution a success. Sometimes people in smaller companies think only of the “necessary investment” and we have market tools that help us follow the right track without spending money, or spending little. So this new generation of people who have already been born digital (I was not, I’m always trying to learn … lol) has to join the ideas with how much the company has to invest and reach a plan that will achieve the goals of the B2C relationship.

RC – What tips would you give to companies that still do not work with it and want to start?

ES – The first step is to have people really dedicated to this, who have a 360 ° vision of other areas, because there will always be opportunities in other departments. With that, use what you have already collected with historical information, such as: what are the customer profiles, what they looking for, what they want, how they want to be contacted and attended, etc. That way, choose multiple channels for action (Google Business, Instagram, Facebook, Youtube). Set aside a monthly amount in your budget and you’ll be able to plan year-round and maintain disclosure without variations. The ones who follow you always expect news! After that, evaluate the data. Data will be generated on behavioral information, searches, regionalization, devices, visits, rejection; and these data can bring you surprises and adjustments in your communication. Be where the customer wants.

 

 

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