Sara Garrido, directora de Ventas Panregionales y Latinoamérica de Sizmek
Having a 360 approach with everyone involved in digital marketing -creative agency, media agency, publishers and, sometimes, advertisers- is one important piece to achieve the most effective sales strategy for a company, according to Sara Garrido, Sizmek Panregional and LatAm Sales Director. “Using the third party ad server involves all parties: from the creative developing, planning, analysis, and lastly, publishers, therefore we work hand-in-hand with everyone from the beginning, providing support in service and training” she explained to PRODU. Garrido sees three clear trends regarding digital marketing evolution: Programmatic buying, interactive video and content. “The user is at the same time consumer and creator, therefore brands should not only give the choice of consuming content, but also to create it and be more inclusive. This also compels to be constantly producing new ideas because the user is becoming ever more demanding.” Latin America has been growing in online advertising in the last three years, she said, but she warned that it still needs an additional push, particularly in mobile. The common need of brands in digital is big data. “Facebooks value is the information they produced about users to get to know them better, and brands also create a lot of information about their users.”
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