We continue our series “Digital Power Houses” with Resultics, a Search Engine Digital Marketing and Advertising agency for Latin America and the U.S. Hispanic market.
Portada interviewed Martin Maslo, CEO and founder of Resultics, who has over 15 years experience in the Latin American and U.S. Hispanic market. Maslo talked to us about the pan-regional digital advertising market, his company’s management and its customers.
At a Glance:
Company Name: Resultics
Main Features: Interactive Agency targeting Spanish-speaking audiences
Offices: Argentina, Mexico, Peru and US
Number of employees: 35
Markets in which it is active: Argentina, Mexico, Peru, US and Latin America
Major Advertisers/Clients: Banamex, Falabella, Regus, The Inflatable Depot, Banco Cetelem, Gestión Compartida, La Caja de Ahorro y Seguro, Creditos 123, Tematika.com, AMD, Editorial Perfil, Ford, Nextel, Bimbo, Canon, Grupo, Telecom, Discovery Channel, among others.
Portada: What is the size of the online ad network market?
Martin Maslo: "The available figures say there are 20 million online users in Argentina and 150 million in Latin America. Penetration levels reach almost 50% in some countries."
Portada: In which country markets are you working in? Do you plan to expand to other Latin American countries? Do you work panregionally?
Martin Maslo: "We are currently present in Argentina, Mexico, Peru, and the United States— from where we service the entire region. Our expansion plans will soon include Colombia and Chile."
Portada: When working pan-regionally, how do you structure projects? Could you give us an example of a campaign?
Martin Maslo: "Pan-regional projects are handled according to the needs of each client. I would say that there is no single structure or pattern we follow, but rather we try to find the solution that best suits the needs and objectives in each particular case. Our entire operation revolves around a very talented centralized team based in our Argentina office, which allows us to work in a unified manner and provide seamless service in terms of the quality of our campaigns. This service is further reinforced with our local sales teams and customer service in each country."
Portada: How would you describe the Keyword TV project?
Martin Maslo: "Led by Martin Maslo and Gonzalo Alonso, Keyword TV started as a podcast on Digital Marketing and then became a video blog. The goal was always to educate and spread the word about Internet Marketing a bit more, and above all, to explain it in a language everyone could understand, not only those in the industry. Each chapter covers different topics such as e-commerce in the region, working with agencies, what Twitter is and how to use it in our marketing strategies, etc. We believe strongly that education makes our industry grow, so we act accordingly.
The complete chapters can be viewed at http://www.latinteractivo.la/keyword/"
Portada: In which countries do you have offices? How many employees work in each?
Martin Maslo: "This was partially answered above (question 2). We currently have around 35 people across the region, plus several external partners."
Portada: Who are your biggest customers? What is your client breakdown by sector (textiles, commerce, etc.)?
Martin Maslo: "The biggest clients turn out to be those who understand the advertising results model. If we look at Resultics’ history, those clients who had clear goals from day one and with whom we were able to create a medium and long-term marketing strategy in accordance with those business goals, are today the ones that have grown the most, investment-wise.
Industries vary widely, but the interesting thing about the Internet is precisely that it isn’t necessary to belong to a specific niche market in order to be successful, since the Internet’s enormous capacity for segmentation allows a small business to compete against a large retail chain if it knows how to manage its investments properly.
Resultics has over 50 clients in the region, including Ford, Nextel, Bimbo, Canon, Grupo Telecom, La Caja, Discovery Channel, Pfizer, Barclays, Banamex – Citi Group, Starbucks Coffee, and Dashi."
Portada: Has digital advertising increased in the past year compared to previous years?
Martin Maslo: "While there are several studies that reflect this growth (e.g. http://inversores.es/la-inversion-publicitaria-en-internet-seguira-en-aumento/), I think it is important to note that we are increasingly seeing more companies in the market that are interested in strengthening their web strategy and participating in the new 2.0 spaces. Those who’ve done things well also note that the results they’ve obtained from the Internet have the potential to outperform other channels. By this I mean that the upward trend will continue, just as it has in other countries."
Portada: Which formats do clients prefer the most?
Martin Maslo: "When choosing a format, the brand’s "ego" is very much at stake, so we see many advertisers seeking formats that carry high visibility and impact. Contrary to this trend, some media are looking for less intrusive formats for users. I think we’re gradually finding a balance where both advertisers and media can meet their goals."
Portada: Which formats do you believe to be the most efficient when searching for a specific target?
Martin Maslo: "There are increasingly sophisticated segmentation tools available in the market. Some of the most effective are:
– Search engine advertising, which allows us to somewhat read the minds of users when they enter a search phrase into a search engine;
-Re-targeting, which is based on displaying advertising to a group of users who have shown a prior interest in our product. For example, by having visited our site or a similar site;
-Social networks advertising. Given the large amount of personal data these networks have on their users, you can target advertising in a very detailed way, such as females between the ages of 20 and 28 who like riding as a hobby."
Portada: How do you expect this market will evolve?
Martin Maslo: "Believe it or not, there are still companies which do not see the Internet as an effective tool for their marketing strategies. Our hope is that marketers will keep learning and come to understand fully that the population is online and spends many hours a day consuming this media. In this scenario, we anticipate online spending will continue to grow, which will allow the market to keep evolving at a rapid pace, just as it has in recent years."
Portada: What are your goals for next year?
Martin Maslo: "Our goal and commitment to the industry remains the same— to renew our training efforts in the market by participating in more conferences or courses. And above all, to help companies to sell more and earn more money through their online marketing efforts."
Other articles in the "Digital Power Houses" series: