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E-mail expected to continue as center of digital marketing efforts in LatAm

E-mail expected to continue as center of digital marketing efforts in LatAm

Posted by Juan Gavasa on March 10, 2014

E-mail marketing is set to continue as the hub of digital marketing efforts in Latin America during 2014, the regional managing director of digital marketing solutions firm ExactTarget, Edson Barbieri, told BNamericas. Exact Target was recently acquired by Salesforce.com (NYSE: CRM).

E-mail continues to be the "anchor" of all communications with clients, but companies have begun to use e-mail in a much more cautious, segmented and automated way.

Companies in the region are beginning to understand that e-mail is a very powerful channel when it provides information which is relevant to consumers. E-mail marketing efforts must be automated and relevant content should be segmented based on customer data, he said.

Mobile channels are also growing rapidly, not just via SMS and MMS messages, but also because mobile devices increasingly concentrate a range of digital marketing channels, such as email, messaging and social media. As such, marketing efforts are being directed towards ensuring that communications are tailored to be well accessed via mobile devices, according to the executive.

ExactTarget's customers in Latin America are increasingly using data analytics to leverage their communications and relations with customers. With the large amount of data that is available today, solutions and features must be automated in order to be effective, he added.

It is also increasingly common for IT-related marketing solutions to be left in the hands of the chief marketing officer, rather than the chief information officer, Barbieri said.

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