Victor, you’ve had a remarkable journey in digital marketing, from your early beginnings to becoming a recognized thought leader. What initially motivated you to enter this field, and how have your motivations evolved as you’ve gained more experience?
Victor:
Initially, I didn’t plan on a career in digital marketing; I just stumbled into it, and every step from the beginning pushed me further in. My first job happened to be in digital marketing. I found it fascinating how the success of a business often hinges on the digital marketing team’s efforts. It’s exciting because your contributions directly drive the growth of the company you’re working with. As I advanced in my career, my motivations evolved from merely achieving campaign success to using digital marketing to solve more significant business challenges and drive strategic growth. Now, I’m more focused on using digital tools to foster meaningful, long-term relationships between brands and their customers, which I find even more fulfilling.
Since the beginning of your career in this field, you’ve built an impressive portfolio working for both local and international companies, particularly in the fintech space. What are some unique challenges you’ve faced when transitioning from local to global projects, and how did you adapt your strategies?
Victor:
Well, transitioning from local to global campaigns brought unique challenges, particularly in understanding and adapting to diverse cultural contexts and consumer behaviors. For local campaigns, I often had to focus on community-centric messaging that resonated with cultural nuances. When moving to a global scale, it was more about finding a universal message that could appeal across different markets while still maintaining local relevance. I adapted by leveraging data analytics to gain insights into each market’s unique needs and by assembling diverse teams that could provide local insights to ensure that my strategies were both globally consistent and locally effective.
I once read one of your articles where you discussed blending traditional advertising with contemporary digital advertising. You mentioned the challenges you faced in convincing traditional companies, who were accustomed to conventional methods, to adopt your approach. How did you cope with that experience?
Victor:
Let me quickly point out that, in some of these companies, I was actually initially hired for the role of a digital marketer. However, they were skeptical about moving away from the conventional methods that had worked for them. This was seriously challenging for me because I couldn’t thrive or allowed to showcase my full potential.
I coped by focusing on enlightening—sharing data and case studies that demonstrated the value of digital marketing. I then started with small, low-risk campaigns that delivered quick results, helping them see the benefits of integrating both traditional and digital strategies. Over time, by building trust and proving the effectiveness of digital marketing, they became more open to this approach.
You mentioned earlier the importance of data in optimizing campaigns. Can you share an example of a time when data analysis led to a surprising or unconventional strategy that paid off?
Victor:
Absolutely. There was a time when our data suggested that a significant portion of our target audience was highly influenced by content recommendations from their peers rather than traditional ads. Instead of doubling down on paid ads, we decided to focus on a peer-to-peer recommendation strategy, using micro-influencers and community-driven content. It was unconventional because it meant moving the budget away from what seemed to be our most direct channels. However, it paid off massively; engagement rates soared, and we saw a 200% increase in conversions.
Okay, let’s dive a little deeper. With the digital marketing landscape constantly evolving, how do you decide which trends to follow and which to ignore?
Victor:
It’s all about discerning value. The digital marketing landscape is indeed cluttered with new trends every other day, but not all of them align with our objectives or resonate with our audience. I assess trends based on their relevance to the brand I’m working on per time, their proven effectiveness, and their potential for scalability. More importantly, I also consider whether a trend complements existing strategies or if it has the potential to fill a gap. For instance, while everyone was focusing on influencer marketing, I chose to invest in AI-driven personalization early on, which turned out to be a great decision for long-term customer engagement.
Speaking of AI, it’s becoming a big part of digital marketing today. How do you balance the use of AI with the need for a human touch in your campaigns?
Victor:
AI has been a game-changer in terms of efficiency and personalization, but I firmly believe that it should complement rather than replace the human touch. While AI can analyze vast amounts of data and automate processes to improve targeting and personalization, the creative process—understanding the emotional triggers and crafting a narrative that resonates—still requires human insight. In my campaigns, I use AI to handle the heavy lifting like data analysis and predictive modeling, so that my team and I can focus on crafting compelling stories that connect on a human level. It’s this balance that ensures we leverage technology without losing the essence of human connection.
You’ve led high-performing teams throughout your career, including the team you built at your agency. What qualities do you believe are crucial for building and leading a successful digital marketing team?
Victor:
Leading a successful digital marketing team requires a combination of vision, adaptability, and collaboration. Firstly, everyone on the team needs to understand the bigger picture, the ‘why’ behind our strategies. This creates a sense of purpose and alignment. Secondly, adaptability is key, as digital marketing is an ever-evolving field. I encourage my team to be flexible and open to learning new skills or adopting new tools. Lastly, fostering a collaborative environment where ideas are freely exchanged is vital. The best ideas often come from unexpected places, and creating a culture where every voice is heard can lead to breakthrough innovations.
Following up on team collaboration, what advice would you give to new digital marketers who are just starting out and want to make a significant impact in their careers?
Victor:
My advice would be to start with a strong foundation in both the creative and analytical aspects of marketing. It’s not enough to just be good at one; you need to understand how they complement each other. Don’t be afraid to experiment and fail. Some of the best lessons come from trying something new and learning from what didn’t work. Also, seek out mentors and continually expand your network. Having the right guidance and connections can open doors and provide you with invaluable insights. And most importantly, stay curious and always keep learning. The digital landscape changes rapidly, and those who keep up with these changes are the ones who thrive.
Given the rise of privacy concerns and data regulations, how do you approach building trust with consumers in a digital marketing context?
Victor:
Truth is that building trust is more critical now than it ever was, especially with increasing privacy concerns. However, my approach has been to prioritize transparency and authenticity in all communications. We make it clear to consumers how their data will be used and ensure that we are only collecting data that is necessary to provide value to them. I imagine myself as an audience and how easily I detect salesy contents, so I focus more on creating value-driven content that educates and informs rather than just sells.
Victor, you’re known for pushing boundaries and thinking outside the box. What’s a recent risk you took in a campaign, and what was the outcome?
Victor:
Smiling, a recent risk I took and its outcome: I recently shifted from a conventional social media campaign to a more experiential, interactive content approach. My team and I created a series of live virtual events that allowed our audience to engage directly with our brand. It was risky because it required a substantial shift in resources and a departure from our usual methods. The outcome was unprecedented levels of engagement and a substantial increase in brand sentiment. I think more trust was gained, engaging one on one in real time with the humans behind the product you’re considering purchasing.
Wow! Alright Finally, looking ahead, Victor, what excites you most about the future of digital marketing?
Victor:
As technology continues to evolve, the tools at our disposal will allow us to create even more tailored and immersive experiences. What excites me the most is the possibilities of augmented and virtual reality in creating next-level brand experiences.
The future is full of possibilities, and I’m excited to be a part of it.
