In one sentence…How do you define effective marketing?
Effective marketing is the result of a strategy that evolves with the rhythm of consumers, making them feel that the brand understands them more than any other, and is therefore always relevant to them – in other words, personalizing the communication and the relationship to result in a higher conversion.
¿Cuál es el mejor consejo que puedes ofrecer a los profesionales del marketing hoy en día?
Marketers must understand the enormous effect that digitalization has had on everything we do, and as the digital world evolves rapidly and impacts markets and consumers, marketers must go at the same speed, staying open to permanent learning and without fear of experimenting or failing.
¿Cómo gestionas eficazmente a tu equipo mientras trabajas de forma remota?
Confidence, empowerment, empathy, and the creation of spaces to maintain closeness despite the distance have been fundamental — but beyond that, sharing objectives and keeping each other focused has been the key to our success.
Martha Eugenia Arbeláez served on the jury for the 2020 Premios Effie Colombia competencia.
