Marketing Guide

The sectoral media at the Flúor Congress: “We have democratized marketing training” – IPMARK

In addition, during the colloquium, moderated by Rocío Carreiro, head of Extradigital media in Galicia, interesting conclusions were reached about the contribution of the sectoral press to the marketing industry and its “state of health” in general.

GENERAL OR SPECIALIZED MEDIA? The best sectoral information is precisely in its pages, whether digital or paper. According to Daniel Campo, director of ‘El Publicista’: “The media specialized in marketing gain in quality, because of their knowledge of the sector, and because we reach key people”

THE FUTURE OF PAPER. Jaime de Haro, director of IPMARK, opted for its continuity: “At IPMARK we have been betting on paper for 25 years, and with the evolution of the internet we entered the online world, with all the digital channels. But we also continue on paper because our readers demand it and because is a differentiating factor compared to digital. We, as a monthly magazine, do in-depth interviews and analysis, which require costs and an important editorial team, but the reader appreciates it. Facing the doomsayers who said that paper was going to disappear, here we are and for a long time”.

THE BIG PLATFORMS AND THE MEDIA. Regarding the possible advertising competition with the big platforms, Javier Piedrahita, founder of MarketingDirecto.com pointed out that “Google or Facebook are not going to replace us as a medium; on the contrary, thanks to them people find us. Yes, it is true that in many cases we could say that advertising is taking over, but they are platforms that complement us. We have to go with the times, the platforms are positive”.

MONETIZATION. Regarding the question of whether subscription is the model to monetize, Jaime de Haro pointed out that “for IPMARK yes, and our purpose is to make content that people are willing to pay for.” Regarding the decision to raise the pay-for-content wall, Javier Piedrahita specified that “that is the choice of each medium, but it will have to be done one day, in the United States they already do it and people are paying; So far in Spain we haven’t dared yet but I think we’ll get there”. And Daniel Campo, from ‘El Publicista’ added that “to take that step, a certain consensus between the media in the sector and the readers is needed”.

AUDIENCE MEASUREMENTS. Along these lines, Daniel Campo stated: “I once again claim the need for consensus among the entire sector to specify audience measurements, we are all very clear about what the traditional media did with tools like the OJD and that is respected, but with the internet it has not come to that. We hope that the follow-up committee for the new audience measurements in the sector will shape up very well”.

Javier Piedrahita explained the strategy of betting on newsletters and social networks from the media themselves: “If you’re not there, you don’t exist, you have to be where the people are, and if people don’t want to enter the web but they do in social networks, we will be there. And we all have to be very aware of the changes. Because there are still media that do not catch the wave of how everything is changing, we have to focus on the consumer.

ADVERTISING FORMATS. The members of the table shared that the banner is still the star, but the sponsored content is growing. “Companies want us to help them connect -said Jaime de Haro-, and there the media add value, and the reader is smart to know if the content is paid or not”. And Daniel Campo added that “it must be specified when the news is paid for, something that is not always done.”

ADVERTISING. Regarding the trust and advertising support they receive from the brands, Javier Piedrahita valued the good relationship with the brands “although you sometimes say “I’ll work my ass off for you and then they campaign in general media because they have a higher audience, but You also have to look at what that audience is like.” Regarding the relationship with advertisers, Daniel Campo and Jaime de Haro stressed that “we are part of the advertising game, we cannot force brands to work with us, but there is also an overexploitation of the editorial teams that receive thousands of press releases every day”.

AWARDS. They stated that there are nearly 30 recognized festivals in Spain in the field of marketing and creativity, and stressed that in general they play a positive role, “because awards make industry, and creators need to be recognized.”

TRAINING. The media also highlighted its content as a source of training for marketing professionals and students. “We need a lot know how and knowledge to raise the level of professionals dedicated to marketing and advertisers, which is why we make the effort to look for trends and travel to countries and conferences to bring this knowledge to our readers”, stated Javier Piedrahita. Likewise, Jaime de Haro recalled that “professional media are the best way for students to see the day-to-day of the profession, because the studies are still far from the reality of companies. Along these same lines, Javier Piedrahita added: “We have democratized training in marketing; since we started in 1999 we have been read by young people who are now outstanding professionals, and trust in our environment for everything we have given them in training over the years”.

Web 3, blockchain and metaverse

The first day of the Fluorine Digital Marketing Congress also featured the participation of Xavier Simó, president of Inlea, who focused his speech on explaining that “web 3 is a decentralized internet without intermediaries that is based on blockchain technology”. On Web 1, users only read: on Web 2, which is what we have today, we read and write, but within certain platforms, which have owners; and on web 3, Simó said “I read, write and own, that is, I am the owner of unique digital files. This is the key to web3, that there is a technology that guarantees that something is your property. And in the face of this novelty, businesses are created, when people are owners they can create new things”. This “blockchain” technology thus allows the creation of immersive virtual worlds or metaverses, where you can pay with cryptocurrencies or exchange NFTs, which are unique and immutable digital files and can be transferred and prove who owns them.

But he recommended going step by step: “These metaverses have to come and they will come, but there are not many people participating yet, so it is interesting to see the possibilities of connecting with client wallets.” Currently, encouraged Xavier Simó, marketing professionals have the “opportunity to enter this world because many brands do not know what to do”

About the Fluorine Congress

The FLUOR Digital Marketing Atlantic Congress celebrates its fourth edition in Pontevedra, although it is broadcast live via streaming. Its about largest event on digital marketing in the Northwest of Spain, which on this occasion brought together 22 top-level speakers from Spain and Portugal, including Sandra Moreno, manager of the start-up Uttopion; Felip Costa, co-founder of OffBeat; Francisco Álvarez, CEO of Startfy. In addition to its usual topics on digital business, “conversion rates” and advertising effectiveness, this time the content has also approached the new digital trends: from the metaverse to podcasts, through data science and sustainability to a “conscious marketing”.

In addition, the minute by minute of Flúor and its environment can be followed by the live broadcast that it makes from the Twitch channel.

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