Key marketers presenting at Portada’s Foro Mexico de Publicidad y Medios debated on the outlook for the Mexican Advertising and Media market in 2014. While they did not have a uniform message regarding their expectations for 2014, there was almost unanimity about their 2014 marketing objectives, which strongly emphasize digital marketing and advertising.
Panel moderator Santiago Duran, Digital & Catalyst Director, Havas Media Mexico asked each of the panel participants for a figure that best describes their 2014 objectives. Duran answered the question himself by saying that his own objective is to increase the digital business of his agency by 18%. In addition, Duran mentioned a study on the “Future of Media” to be presented by Havas tomorrow. The study will reveal that digital will be second media most used as advertising vehicle in 2014, after TV and before radio and print advertising.
Alicia Trujillo, Social Media & Strategic Projects Supervisor/eCommerce, Wyndham Worldwide/RCI noted that worldwide her company has the objective of increasing the online share of overall travel related products to 55%. Rosa Maria Grados, Marketing Director-Mexico, Central America and Caribbean, Blackberry noted that her main objective is to increase the amount of activated phones (both smartphones and regular cell phones) by 5%. Digital Marketing will play an important role in achieving that role. Alejandro Aleman, Director de Mercadotecnia Digital y Premium Marketing, Samsung said that the figure “1” epitomizes his main 2014 goal as his company intends to mantain its leadership in innovation and in smart phone market share.Mercedes Lopez Arratia, Head of Digital Marketing and Premium Marketing at Banamex, a top 5 Mexican advertisers, noted that she does not have a figure, but her main goal is to improve the efficiency of Banamex digital media campaigns. In 2014, these campaigns will be less branding and more performance and online sales oriented.