The Digital Marketing Blog

Buenos Aires is happily getting used to receiving international Internet people, in this case today and on Tuesday USUARIA has a congress that brought us Vinton Cerf, that even it is not his first time here , it is the first time that his second last name is Google.

It is interesting to validate a lot of things  that many people form the Internet industry breath every day and it is really valid because the 300 people that were in that room in the Sheraton were mostly from the hard technology field and politics (see program most of the president candidates will be presenting on Tuesday)
 
Some info that I wrote down from the talk :
 Ellacoya has measured that 46% of the ip traffic is http, of that number 36% is streaming, 5% is audio and 20% is youtube!. Another 37% of the total ip traffic is from peer to peer. I found this study and it is very good.

 
 The London company Sandvine has similar status.

 The speed in which many users are surfing, and they increase every day, allows to download videos faster than the physical time let us see them.

 The fight that is arising among the big contents providers is to fight for the share of screen or widgets on the desktop.

The three challenges that Internet has: 1. Copyright, 2. complex objects that can only be read with a computer. 3. BIT ROT or to have future operative systems live together and software versions with documents created with past versions, does it sound familiar? I need to make clear that it is not an attack to MS but that it happens with all systems even with open source.
To keep up we have an AMDIA event in seven days.

 See you then.

 

Tomy Lorsch just sent me this link to the PR Web, SMX and OME get together to organize event in Latam:

 http://partageznouvelles.com/releases/2007/8/prweb547796.htm
 Has anybody used the PR Web service? Do you recommend it?
I’ve been following it for quite a while but I haven’t tried it yet.
 

On a previous post I have told you that during AMDIA 20^th anniversary there will be a three day congress with a very varied program of direct and interactive marketing specialists.
 A little more than a week from the event the last keynote speaker for the second day was confirmed: MYSPACE, that two months ago launched their Latin American Version, they will probably be speaking about social network

 Lets remember that MySpace is the first social network of the World, followed by Orkut (number 1 in Brazil), HI5 (first social network outside US) and Facebook (second in USA, growing almos three more times in the last 12 months and obtaining 50% of traffic of  MySpace).
 During the second day, the second edition of MKTG20.com will take place and it morning version we will have a great program with speakers form Second Life Brazil, MySpace Latin America, Yahoo, Google and MSN:
 In the case of Second Life Brazil and MySpace, it is the first time that they agents from those companies are presenting in Argentina.

 More information on the site of the event, www.directoaresultados.org.ar

 I hope I can write more before the event, I was missing for a couple of days due to happy reasons.

 
 See you there…
 

Yesterday from 9am to 7pm in the Sheraton in Santiago the 3rd International Online Advertising Seminar took place, organized by Interactive Media Association (AMI), now renamed IAB.cl

 There were approximately 400 people that attended the conference from the excellent program that AMI prepared this year.

 Sponsors, congratulations to all news media.

 Unfortunately I was unable to attend to all the presentations because I was looking after the Directa Network, Performa and inZearch stands. This year’s news was the amount of stands compared to that of the event AMI organized in 2006. I counted more than 15 stands: Buscape, Mercadolibre, Salo, Google, MSN, Rockandpop, Amarillas.cl, Terra, Mixplay and I was surprised to see coverage from almost all the digital news media networks, EMOL, Canal13, LaNación, among others. This is still unusual in Argentina and did not take place in such massive manner in the Adtech, where big players like Google, MSN, Yahoo and all the adnetworks dominate the place.

 
Notes about what I saw at the presentations

 It is worth mentioning the closing of Joakim Borgstrom form Wieden + Kennedy with a memorable presentation about online creativity that was very useful to think about creating advertising that can involve the consumer in an emotional way. Joakim left concepts such as KANSEI or the art of incorporation emotion and feelings to the designing process.

 Some interesting things from the creativity panel such the mea culpa of Santiago Puigari from Grey who assumed that “we the agencies, contribute to the delay of Internet growth” like Martin Osorio stated at the same event last year “we, the central media, don’t understand the Internet… we welcome these type of events and we welcome cases of success”. We welcome the mea culpa!

 From the presentation of IAB Spain I wrote down some stats:

 45% of Spanish investment is bought under the pricing per click mode (144m of 310m annual euros)

 40% of Internet penetration (like Chile and the double of the average in Latin America)

 12 hours per week connected to Internet compared to 18 to TV (we have little to go)

 In UK 58% of online investment goes to search engine and online represents 12% of the pie! (vs. 4,5% in Spain, vs. 2% Latam)

 There are 22 IABs in Europe with 2500 members, more than 100 per country.

 Well, the attendees seemed to be happy, who I could notice were from agencies and media and direct advertisers in a much smaller amount. There was room for networking and recruiting in the coffee breaks, a flawless lunch and great facilities… congratulation Yerka and team!

 MORE INFO: I heard great reviews about this Juan Camus presentation that I couldn’t attend
 

Thanks to Christian from Maestrosdelweb I am showing you some pictures of what is going on at SES Latino 2007 in Miami.

As the program shows Gonzalo Alonso from Google was in charge of the opening (right)

More Info live at:

Maestrosdelweb

SEOCHARLIE

Searchengineroundtable 

more pictures

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Yesterday we saw some stats of mobile usage in Argentina, today the summary of other three speakers of CTI, Movistar y Personal:

 
From Gustavo Saucedo of CTI Movil I took the following:

 
 32MM of active lines (82% of the penetration)

 
37.4% Movistar, 34.3% CTI, 28.3% Personal

35% of CTI mobile phones allow transferring wireless data.

28% has Bluetooth but it is not known how many are activated

8MM of SMS messages per month eve though there isn’t an interconnection between providers (it will be solved in the next three months!, finally I will be able to send pictures to Movistar and Personal users)

3G testing in some areas before the end of the year, it’s being studied.

Revenue share business has not been contemplated yet for Kbytes transmission until 3G is installed.

 From Marcelo Mitroga of Movistar more info:

 3MM of recurrent users per month to its WAP portal, with the potential of doubling it due to an installed base.

 
Publiquest and Bycycle launched ADWAP, a mobile portal that gives the possibility of sponsoring and uploading brand content and offers and also banner and text links.

Cases: Honda sponsored the wap portal Movistar Emocion with banners. Sprite and it campaign your computer makes you upset.   They offer content and giveaway prizes. Yogurisimo GO increased its sales by 25% with a promo where 15.000.000 bottles where giving away text messages.

Ignacio Nores of Personal play as local and closed the day with more info:

Argentina appears in the world top 10 of monthly SMS per user: 80!
28% of the revenue comes from added value services that are not voice (in Europe 65%)

Within the SMS subscription services, horoscope and jokes are at the front. 

Case:  Brahma and its campaign good vibe. 537.000 participants to date, 70.000 winners (60.000 where free ring tones). Secondary effect doubled the number of registration to their website from 18.000 to 37.000. The campaign is still on.

 Closing
I feel that we are still on diapers when talking about Mobile Marketing, without 3G, the only thing that has been done up to date are TV trivia, sms sponsoring and free ring tones and giveaways leverage in millionaire investments that together can increase sales by a 25% like in the case of Yogurisimo. Otherwise, I believe that the ROI is measured by the coverage amount of the innovative actions in the media. Until we don’t have 3G, or a surfing service with a flat rate like Nextel is offering nowadays in Argentina, it is not very attractive for the user to surf on the net through the mobile phone.

 It is valid to use this tool to send messages or access a site to leave the code of the product to see if the won something. The younger sectors appreciate a lot sms as a gift because they use the prepaid cards and even though they are the most advanced in the use of cell phones they still have ar$100 cell phones on their pockets. The brands could give away games that are not compatible with all cell phones, tv content or music that without 3G becomes very expensive because they charge ar$10 per mega! They could make Bluetooth marketing but not everybody has Bluetooth and not every body turns it on. Finally they could also have geotarget marketing or cell broadcasting choosing a cell like Puerto Madero, but this still seems intrusive for the final user and bases optin would be needed.

It is a very good signal that advertisers asked about putting campaigns together where the final user wouldn’t have to pay for the message.

 The best is yet to come; meanwhile as a user I am very happy to be able to send MMS among providers in the next 90 days.

 Congratulations CAA
 More Info:

 I asked Ignacio how they were going to integrate the social nets and the answer was “the Topic merits organizing another event to deal with it” I recommend reading this article about Celularis, leader blog of mobile phones in Spanish.

 Personal ranks better in Alexa that its competitors even thought it has less users, its site works better and offers better services.

 Movilión, mobile and business news. Very good question of how providers will be integrated to search marketing. They are working and are trying to reach the pay per call.

In an event of  CAA that started with Cyclelogic, an intro to mobile marketing was presented, some stats:

 Argentina

 37 million of mobile phones

 39% high NSE, 35% medium NSE, 26% low NSE

 37 pesos average ticket (12 dollars)

85% prepaid users
 20% of the market is sophisticated mobile phones

 Penetration in LATAM 60% of the population

 In Europe 65% of billing comes from services that are not voice

 More info in another post, I’m going to the coffee break and I leave you with a ppt with stats from abroad via Slideshare…

Today we celebrate the journalist day in Argentina, a good day to also congratulate the thousands argentinean blogguers.

I read its origin in  Educacióninicial.com:

 On June 7th 1810 Mariano Moreno founded the first newspaper of Argentina called “La Gaceta”. For this reason in 1938 the National Congress of Journalists decided to officially declare this date as the day of the journalist.

 Congratulation to the ones involved and a wine to toast for the one who sends the name of the sir on the illustration.

San Francisco: Taking advantage of the trip to San Francisco to attend Ad-Tech SF, we coordinated a series of meetings with the main publishers and advertisers of the US West Coast. In this case with MySpace.

The purpose of the breakfast was to increase the business that we already have for more that a year, in which we are monetizing the Lating American inventory of MySpace with Directa Networks (specially now that the will launch their Spanish version for LATAM and the US-Hispanic version) and mainly to add MySpace as a official media in which we can use the Behavioral Targeting skill of Directa Networks to serve in the English content of the site, Spanish creatives to the USH users database. In reference to this last point I was surprised by several things:

Firstly, being Mark Papia, current Vice President- Performance Marketing, Fox Interactive Media, an eminence in network optimization, with an impressive career that includes a previous job in Yahoo, Monster and with more than 20 years of experience in media in the east coast as well as in the west coast in the present, I was surprised that at the beginning he thought that it was inappropriate from the user experience point of view, to have English content with advertising in Spanish. Besides all my explanation about the cultural relevance and the respect to the roots that the dialogue from a brand in the native language can provide to a US- Hispanic, what surprised me the most was the market research that the carried out to make a decision.
And this was to interview our waitress, first he asked her if she spoke Spanish, her answer was yes, then he asked her if she surfed on the Internet and her answer was affirmative as well, later if she knew or had an account in MySpace and she also answered yes “of course”. And at last he asked what she thought about surfing with a content in English and Spanish Advertising. Fortunately her answer was that even she didn’t like advertising of any kind on the Internet, she thought that it would be nice to see advertising in Spanish and that it would be a way of being taken into account as a user.

Finally Mark was delighted with the answer from the waitress, who was very attentive and kindly participated.  Thanks to this meeting, besides increasing our business with FIM, today we can run Behavioral Targeting campaigns and retargeting of Directa Networks in MySpace and we are responsible of checking creatives in Spanish that are uploaded to this content. Even though I knew who I was meeting and we had talked several times I couldn’t help being surprised by the analysis capacity, experience and charisma of Mark.
 

I believe that the 25% tip that I left to the waitress.
 

The trip to San Francisco as Ad-Tech sponsor has not  only been about work… as tourists we went to Googleplex thanks to Jorge Tapias who kindly received us and showed us that mini city that shelters at least 60% of more than 11,000 employees that belong to the company whose brand is the most valuable in the world.

 As soon as we got off the car we realized that it wouldn’t be hard to imagine ourselves working there. People riding bicycles, electric bikes… At the 45 building reception a girl seated in a massage chair called my attention while we registered ourselves in screen as visitors.

In an incredible sunny day Jorge invited us to have lunch in the main garden. When we entered the restaurant he told us that we could choose among a mix of different world cuisine: the typical American barbecue, Indian food, pizza, pasta, roasted meat, Mexican food, light salads, among others finishing with a drink of grass juice that tasted like grass!.

After lunch we took a walk around different buildings. A gym, a board from Kinderplex where it showed drawings from Google employees’ kids, a cafeteria with different shakes and grass juice, a reproduction of a dinosaur, a swimming pool, a parking lot with solar screen, a world map in a screen where you could see dots that indicated the search queries with different colours according to the language, Photos of the Burning Man Festival in the halls, a board with pictures of a fetishist programmer with some presidents and other world celebrities, some signs celebrating the fix week (week in which programmers dedicate to fix small details that are always loose), people walking their pets, etc.

 Anyway, a little bit of relaxing in the middle of this amazing event that is Ad-Tech that from today and until Thursday will be receiving around 10,000 people dedicated to online marketing.

 Something to note: you can breath a big concern about the environment in Googleplex, a simple example is that employees that decide to buy an ecological car, receive a subsidy form Google (good luck Toyota).

 More: 1515 pictures in  flickr