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What: inQmatic’s CEO Marcelo Rodriguez tells Portada how his fintech startup is using sophisticated data- and consumer-knowledge content strategies to disrupt the lending market to under-capitalized Hispanic businesses.
Why it matters: inQmatic’s successful knowledge-driven digital marketing content strategy has won it a place at the table connecting under-capitalized Hispanic businesses with lenders. Rodriguez will share the details of how inQmatic is capturing this specific cultural market segment at #PortadaNYData on April 3.

Technology is on the tip of the tongue of every brand marketer struggling to decide which tools to use in the rapidly evolving world of digital marketing. Video, AI, VR, social media, Google search…the list of options grows endless. But at the end of the day, you have to understand your customer’s needs first before deploying digital technology so as to deliver exactly the right content to your specific market segment, according to fintech startup inQmatic CEO Marcelo Rodriquez.

Portada recently caught up with Rodriquez to ask him to provide a preview of his participation at #PortadaNYData on April 3 when he will discuss of how inQmatic has successfully captured the attention and trust of Hispanic businesses often overlooked by financial institutions in the US and under-capitalized as a result.

Our business ecosystem, which encompasses a lending platform, education program and networking opportunities, allows responsible lenders, educational institutions and business services companies to access the Spanish-speaking market in an efficient manner.”

inQmatic’s Marcelo Rodriguez, CEO, will be a featured speaker at #PortadaNYData on April 3 where he will provide insights into how inQmatic takes deep knowledge of the Hispanic small business market to guide digital marketing and communications to capture the market for lenders.

Portada: What does inQmatic do to identify this under-banked, Spanish-speaking target market?

MR: When it comes to the Hispanic market, we have 15 years’ worth of research. This deep knowledge of the Spanish-speaking small business market allows us to structure not only the content for them but also loans focused on their needs. It’s an under-served market with an opportunity gap of $1.67 trillion dollars per year.

Portada: How did inQmatic come to its deep understanding of the needs of this market?

MR: We developed a complete study on the financial behavior and business educational needs of the Hispanic market, which allows us to structure specialized content for our potential clients. In a digital marketing world, the first thing to plan a successful market campaign is to understand the customer and to learn what exactly it is that they need. So, we start from the understanding their business needs then we deploy a full-blown education campaign to get their trust. That is the most difficult part, to get people to trust you in an environment where they have been taken advantage of.

Our business ecosystem, which encompasses a lending platform, education program and networking opportunities, allows responsible lenders, educational institutions and business services companies to access the Spanish-speaking market in an efficient manner.

Portada: What makes inQmatic’s way of identifying customers different from say the lenders that also want to identify those targets?

MR: The constant communication and becoming their business influencer is our main goal. We want to become the go-to advisor for all their business needs. So, we need partners that understand the consumers. We have Ecuadorian, Dominicans, Colombian, Mexican accountants, lawyers, bankers, associations that understand not only the US laws and regulations but the cultural aspects so we can have an honest conversation with our customers and help them better.

Portada: What technologies and tools does inQmatic use to successfully reach this market segment?

MR: Our main process is very simple: We use Google trends and Google keyword tools to find out general business loans terms. Then, we cross-reference these terms with Facebook Audience and Google PPC to decide what type of content will have the best return. Our business model is very simple: the cost to acquire a customer is ten-times lower than in the general market. We can then invest those savings on conversion.

Portada: Can you share some of the more technical aspects of your marketing, like the specific tools you use?

MR: Our tech stack is made up of: Google Suite for Productivity, WordPress as a CMS, Copper for CRM, MailChimp for email marketing, SpyFu for competitive research, Smartsheets for Project Management, Google Ads for SEM, Facebook, Instagram Ads Platform, Google Analytics for analytics, Google Optimize for Optimization, and Google Data Studio for BI.

What: Whatsapp has launched a separate app, meant to help small businesses to connect better with clients.
Why it matters: According to Forbes Mexico, 82% of Mexican small businesses using WhatsApp agree that the app helps them to communicate with clients, while 65% percent think it contributes to their business’ growth. For now, the app is available only in the US, Mexico, the UK, Italy, and Indonesia.

“WhatsApp was built for people and we want to improve the business experience,” posted the company on its blog when they announced the new app launch. “For example, by making it easier for businesses to respond to customers, separating customer and personal messages, and creating an official presence.”

The app was designed with several tools in mind, to help companies and users interact easily. Business profiles, automatic messages, and statistics are some of the features included, and it is already available to download for free on android devices.

 

 

 

What: Foursquare has just announced its advertising platform is now open for businesses of all sizes, all over the world. Why is it important: Social networking sites have evolved and are finding creative, useful ways to monetize their platforms, through well-planned and previously tested initiatives. Since it opened its platform to a limited number of large advertisers, about nine months ago (launching a self-serve version later on, for some selected small businesses), Foursquare has been aiming towards the evolution of its business so as to better serve its 40 million users worldwide, moving forward from being a simple “check-in app” to proving it has a true monetization advantage, specifically in terms of advertising spaces within its platform. Today, the company has unveiled its latest development on that front, Foursquare Ads, which is now open for advertisers of all sizes. Beginning today, small businesses all over the world will be able to create their own promotions directly on Foursquare’s ads dashboard. Foursquare is banking on its location-based check-in services to set it apart from competitors like Google and Facebook, as engagement will be measured by how many people actually visit the place in question, and advertisers will be charged based on that.

This is the first at-scale global platform that lets small businesses all around the world buy on a hyperlocal level to find nearby customers.

–Steven Rosenblatt, Foursquare’s chief revenue officer.

According to TechCrunch’s Ingrid Lunden, Foursquare is hoping to tap into the 1.5 million small businesses that have already registered their businesses for free on the service (that’s up from 1.3 million in April this year). While registering will already make those businesses discoverable through Foursquare’s apps and website when people search for restaurants or other services in their vicinity, the idea here is that buying ads will give these businesses an extra exposure lift. For now, the ads will be running just on Foursquare’s own mobile and web platforms. The advertisement-posting process is very simple, because “so many small businesses are still lacking in digital and social media literacy”, says Steven Rosenblatt, Forsquare’s CRO. ““They don’t really know what a like means. They don’t really understand clicks for that matter.” Forbes reports that an action at a coffee shop, for instance, where consumers are only likely to spend a few bucks, might cost the advertisers $1 to $3, while the same action at an upscale restaurant would probably be $5. Mashable’s Todd Wasserman elaborates to say that with Foursquare’s new self-service page, businesses can state their business needs and budgets, and Foursquare will do the rest. “You can say, ‘Here’s the business I want to drive traffic to, here’s how much I want to spend and here’s my monthly budget. Go for it,'” says Noah Weiss, Foursquare’s director of product management. Foursquare will provide metrics for the ad, including the number of views, actions, action rate and cost per action. Sources: TechCrunch, Forbes, Mashable.

What: Foursquare has just announced its advertising platform is now open for businesses of all sizes, all over the world.
Why is it important: Social networking sites have evolved and are finding creative, useful ways to monetize their platforms, through well-planned and previously tested initiatives.

Since it opened its platform to a limited number of large advertisers, about nine months ago (launching a self-serve version later on, for some selected small businesses), Foursquare has been aiming towards the evolution of its business so as to better serve its 40 million users worldwide, moving forward from being a simple “check-in app” to proving it has a true monetization advantage, specifically in terms of advertising spaces within its platform. Today, the company has unveiled its latest development on that front, Foursquare Ads, which is now open for advertisers of all sizes.

Beginning today, small businesses all over the world will be able to create their own promotions directly on Foursquare’s ads dashboard. Foursquare is banking on its location-based check-in services to set it apart from competitors like Google and Facebook, as engagement will be measured by how many people actually visit the place in question, and advertisers will be charged based on that.

This is the first at-scale global platform that lets small businesses all around the world buy on a hyperlocal level to find nearby customers.

–Steven Rosenblatt, Foursquare’s chief revenue officer.

According to TechCrunch’s Ingrid Lunden, Foursquare is hoping to tap into the 1.5 million small businesses that have already registered their businesses for free on the service (that’s up from 1.3 million in April this year). While registering will already make those businesses discoverable through Foursquare’s apps and website when people search for restaurants or other services in their vicinity, the idea here is that buying ads will give these businesses an extra exposure lift.

For now, the ads will be running just on Foursquare’s own mobile and web platforms.

The advertisement-posting process is very simple, because “so many small businesses are still lacking in digital and social media literacy”, says Steven Rosenblatt, Forsquare’s CRO. ““They don’t really know what a like means. They don’t really understand clicks for that matter.” Forbes reports that an action at a coffee shop, for instance, where consumers are only likely to spend a few bucks, might cost the advertisers $1 to $3, while the same action at an upscale restaurant would probably be $5.

Mashable’s Todd Wasserman elaborates to say that with Foursquare’s new self-service page, businesses can state their business needs and budgets, and Foursquare will do the rest.

“You can say, ‘Here’s the business I want to drive traffic to, here’s how much I want to spend and here’s my monthly budget. Go for it,'” says Noah Weiss, Foursquare’s director of product management. Foursquare will provide metrics for the ad, including the number of views, actions, action rate and cost per action.

Sources: TechCrunchForbes, Mashable.