Consumption habits have been increasingly digitized since the pandemic, attracting, how could it be otherwise, advertising investment in the digital sector. But Kovid-19 has also brought other changes in the sector to meet the needs that were already there.
For example, digital solutions that collect and process data to measure, manage and analyze campaigns have been one of the most developed areas. otherwise ask paolo bonicCEO of Convertia, a digital and tech company specializing in marketing and sales, which has seen an increase in its benefits and services after the pandemic, but above all, its customers.
From Uruguayan birth, he lives in Mexico and his business links reach Europe through Spain. This is exactly what the post-pandemic digital expansion is all about. Bonnie assures that imprisonment forced us to change many aspects of our lives, we had to modify the way we work and relate socially, how we practice sports, how we buy. ..
“We wake up from day to day in a 100% digitized world, with very little physical presence. Companies had to adapt to this complex landscape, otherwise, they put their business continuity at risk.
And about this period and the digital transformations in the marketing and sales sector, we’ve talked to them:
What trends marked this period?
-In this context, we can talk mainly about three trends that marked this period. Firstly, integration of digital platforms: CRM, C-commerce, social networks and chatbots, with a unified vision of the sales and marketing sector to achieve complete tracking of the entire customer life cycle. Second, automation of processes: With the exponential increase in transaction volume, it was necessary to implement automation and eliminate manual tasks to make operations more efficient, improve response times, and reduce costs. It was necessary to focus on the priority tasks that really closed the sale, and on those repetitive and/or unnecessary tasks, on timely customer service. And third, robotization: the use of artificial intelligence algorithms has made it possible to take advantage of existing resources more efficiently. In marketing, for example, it allows advertising to influence a more efficient target audience, with specific interests related to the target product, allowing it to reach people who are genuinely interested in the product or service. It is also implemented in Contact Center to define patterns of usage and activities with predictive models that allow integration with more sophisticated IVRs to reduce sales related calls.
What challenges did your company face and how did you overcome them?
-At the start of the pandemic, at Convertia we were faced with the great challenge of moving our contact centers to remote work so that our customers could continue to operate at the required pace. In record time, in 48 hours, we were able to successfully move 80% of our agents to the home-office format. We encountered various challenges during this process: Technical conditions: Most did not have computers at home, and those who did did not meet the requirements required to operate (connectivity, capacity, network power, up to the system access …), we had to securely house the device, in addition to covering the need to connect to the Internet. We were also faced with managing teams: internal communication channels were established for the exchange of doubts, control points and information, with few tools to communicate simple procedures efficiently. Tips on working from home were also distributed to make the routine more productive. And we also faced monitoring tools: Real-time monitoring tools were important. The dashboard was designed with key KPIs reported in real time. A silent monitoring and collaborative working model was implemented, and more importantly, the implementation of speech analytics to audit commercial speech.
-Did you get the result?
Thanks to the co-ordination and work of the whole team, the results we got were amazing. We increased productivity by 20%, with over 90% of teams running smoothly and maintained an overall average of 85% in quality metrics as well as less than 5% of turnover.
How do you think investment in digital advertising has evolved in Spain after the pandemic?
During the pandemic, advertising messages are changing and accommodating both the situation and the new demands of society. In particular, digital media were the big winners, as they showed growth against the rest of the traditional channels, which lost about 1/3 of their investment. The digital medium has been the most used excellence during the pandemic. According to the newspaper El País, a good portion of advertising was destined for channels such as Google, Facebook and Instagram, reaching almost 50% of the market. We also experienced growth in search engines, web pages, and social networks, as the time taken by end users to connect has increased substantially. This was a great opportunity for Convertia that we were able to capitalize on, in 2021 we managed to achieve 32% growth in revenue versus 2020.
How can companies accurately measure the profitability of their digital strategy in marketing and advertising?
It is essential to have technical tools that allow traceability of the entire sales funnel, with integrated, centralized and real-time visualization of all productivity indicators that allow timely business decisions to be made. At Convertia we have developed an in-house tool that seamlessly integrates the functionalities required for an omnichannel contact center, including Facebook, Google+, Bing, TikTok, WhatsApp, SMS, In and Out Calls, Chat, Mail Eleven generation channels are included. It is essential for our clients to achieve and exceed their business objectives.
– Is it possible to generate more demand and convert it into sales?
In order to maximize return on marketing investment and boost sales results, it is essential to use comprehensive technology, demanding an omnichannel solution that combines digital marketing platforms with contact centres. The transformation of companies depends largely on the understanding that marketing and sales work together, through common indicators, it is important that there is a real synergy between the two. Technology by itself does not guarantee the achievement of goals. Another fundamental part, and one of our most important differentiators for us, is working side by side with our customers. Knowing deeply their objectives, their plans for the future, helping them to achieve their results. For this we provide consultation and support services, share best practices and actively explore their improvement points. We provide continuous training so that they become experts in the equipment and are self-managed, turning them into their business owners without external dependencies. We are not a service provider, we are your strategic partner and business partner.
What role does artificial intelligence play in this process?
One of the most important applications of artificial intelligence is speech analytics, which has a strong impact on ROI as it helps to value each sale by locating the best upselling or cross-selling opportunities. For example, if a customer names a specific product, with an artificial intelligence application you can search for and link to current promotions, complementary products, and make an offer that really suits the customer’s needs. be of interest. It allows for customer voice detection, builds predictive sales models, and directly increases average tickets. Another example: By applying speech analysis in real time, an intelligent chatbot can know the exact moment to proceed to close the sale more aggressively. Identify when in a specific case it is convenient for that lead to return to the nurturing process, and what would be the most relevant content to bring him closer to purchase, or even connect him directly to the agent. In this way, specific strategies are devised to monitor, close and re-contact sales, with much higher conversion success.
-How do Convertia’s edtech solutions work?
-With Convertia we provide all the tools and functionality to the client essence On a single platform: WhatsApp, Twitter, Meta, Chatbot, SMS, Mail, Web Chat and Video Call. Native integration with various integrated systems (workforce management, quality, speech analytics) as well as business applications such as marketing and sales, CRM, helpdesk, archiving. We provide a complete on-boarding from equipment implementation which includes design of operational strategies, 24/7 technical support and a dedicated specialized team. In addition, we have a clear competitive advantage: we adapt to the real needs of our customers and support them throughout the process, as their goals are ours. Our tool allows for the flexibility and agility we truly want to foster the potential of our clients, immerse themselves in their business and share their vision of the future.
We will continue to communicate…