INTERVIEW WITH CLAUDIO TORRES
In Today’s Interview the participation of Claudio Torres one of the greatest Experts in Digital Marketing in our country. Cláudio Torres holds a degree in Electronic Engineering from ITA, a Master’s degree in Systems from USP, and a postgraduate degree in Marketing in Sweden. He serves as a consultant and speaker in digital marketing and social media and develops Internet advertising campaigns for various advertising agencies. He is the editor of several blogs and portals, such as Claudio Torres and Enochatos.
This is a partner in several projects on the Internet, such as Infobot, a consultancy in Digital Marketing, Post Express, a platform for monitoring media and social networks, and Brichos, a children’s entertainment portal under the Brichos brand.
Cláudio Torres is the author of the book The Digital Marketing Bible, launched in 2009 and which was one of the 10 best-selling marketing books in Brazil in 2009, a speaker and consultant in Digital Marketing considered one of the best in the country.
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LET’S GO TO THE INTERVIEW:
1 – WHEN DID YOUR RELATIONSHIP WITH DIGITAL MARKETING BEGIN?
Answer: My relationship with the Internet is old. I was there when the first private connection through Mandic arrived. All my career I’ve worked on the border between marketing and software engineering on the Internet. I developed many websites and web applications until 2004, and from then on I started to work more focused on marketing. But I really got into Digital Marketing in 2006/2007 when Brazil gained a critical mass of connected consumers and the Internet became viable for any size of business.
2 – WHAT IS THE BIGGEST ENEMY TO BE FACED AT THE MOMENT IN THE FIELD OF DIGITAL MARKETING?
Answer: Misinformation. The market, professionals, clients, and advertising agencies all have a certain degree of misinformation. A lot of people still think with the head of advertising and propagandist, which is a huge mistake in digital marketing.
Misinformation is what led me to write The Digital Marketing Bible. Talking to the market in 2009, I realized that we still had a long way to go before we had a mature market with trained professionals who knew the situation.
Many business owners and marketers still think of digital marketing as sending emails to customers or advertising on sponsored links. I’ve heard a large website owner say that for him Internet advertising was all about Google. Whoever thinks like that will be left behind and will be surpassed by the competitor.
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3 – A FEW YEARS AGO, IT WAS SAID THAT DIGITAL MARKETING STRATEGIES
Answer: I think it’s very silly to think about exclusion. The evolution of the media, since radio, shows that the media always complement and adapt. Neither medium cancels out the other. TV did not kill cinema or radio, and the print media continues to be very strong. The fact is that TV, Radio and print media have to adapt and accommodate to also use the Internet. I’m a big fan of the adaptation and I’ve been working for some media entrepreneurs to repurpose their businesses.
Speaking more of the science of marketing, digital marketing is part of marketing, and therefore reinforces its importance and does not compete with it. In my book I show this well, because the 7 digital marketing strategies I developed are based on the online consumer and marketing strategies.
Advertising is really taking its time to adjust. Advertisers were very comfortable receiving 20% on the placement of an increasingly expensive media, and now they will have to work hard to adjust their agencies to the new reality.
4 – CITE SOME BRANDS OR PRODUCTS THAT YOU THINK PERFORMED A BRILLIANT DIGITAL MARKETING STRATEGY.
Answer: I cannot speak of a brilliant digital marketing strategy. No company or agency can say that, yet. We have good initiatives, some better planned than others, and a lot of nonsense being done.
But I can cite brands like Dell, Sacks, Portobello, OMO and Tecnica, which have done a good job. There are many others, but these deserve some attention. Oh, and obviously my book “The Digital Marketing Bible” which, as a product, has been a good use case for digital marketing.
5 – HOW TO EVALUATE THE POTENTIAL OF SOCIAL NETWORKS FOR DIGITAL MARKETING? DO YOU THINK MARKETING 2.0 IS REALLY A NEW PARADIGM?
Answer: First I don’t believe in this 2.0 and 3.0 thing. O’Reilly created this in 2004 to sell seminars and not to define a phenomenon, but the media bought into the idea and a lot of people use it. Worse is talking about 3.0 as if someone could actually predict these things.
But the fact is that from 2004 onwards the consumer took over the Internet, which became more collaborative, informative, and social. A true relationship media.
Social media is fundamental in any digital marketing strategy, it is the second strategy, which I call social media marketing, and it comes right after the first one, which is content marketing.
The paradigm to be broken is actually that of the relationship. Companies have become accustomed to working only with advertising and promotion. Everything looks like advertising and advertising, even email marketing. And on social media it just doesn’t work. Without relationships and sincere interest in people, you don’t develop social capital and nothing works right.
6 – HOW IS DIGITAL MARKETING IN BRAZIL COMPARED TO OTHER COUNTRIES?
Answer: First, the Internet in Brazil, in particular social media, is very advanced. We are frequent users of everything, and we use Twitter, for example, as much as Americans do. We still have a serious problem of access bandwidth, and lack of freedom in the market, since Internet access in Brazil is an oligopoly of Telecom companies, supported by Anatel. It gets in the way a lot. We have slow, bad and expensive access.
But apart from this delay in access technology, our consumer, which is the reason for digital marketing, is on an equal footing with consumers in Europe and the United States.
There is still a need to train professionals. We have very few top consultants/researchers, I count no more than ten, and no more than a hundred experts in fact. There is still a need to develop more specialists and consultants, more training, undergraduate and graduate courses, and qualified personnel for creation and planning. We have demand, but there is a lack of manpower to match the online consumer in Brazil.
7 – REGARDING THE DIGITAL MARKETING BIBLE, DO YOU ALREADY HAVE ANY IDEAS FOR A SECOND EDITION?
Answer: I’m already working on it. Fortunately, my book is a success. We quickly sold out the first print of the first edition, and we did the second print, and I’m hard at work on the second edition.
In the second edition I want to expand the number of “cases”, update some things, and talk a little more about planning. I won’t touch the essence of the book.
My book “The Digital Marketing Bible” is a basic book, to be used by professionals and entrepreneurs who wanted to understand and delve into the subject, in addition to serving as a textbook for colleges and courses. That’s why the second edition cannot change the essence and structure of the book, but rather update and complement it.
I am now working on other projects. I still can’t reveal what exactly, but you can be sure that another book of mine will come out later this year.
8 – ALL INTERVIEWS END WITH THE SAME QUESTION. FOR THOSE WHO ARE STARTING TO WORK WITH DIGITAL MARKETING, WHAT MESSAGE DO YOU LEAVE?
Answer : First, buy the book “The Digital Marketing Bible” and read carefully, really study the book. I don’t say this just to sell books, but because I believe it’s a great contribution to both experienced professionals and newcomers to this market.
Now that I’ve done my commercial, I can give you another piece of advice, be professional. Being professional means fulfilling what you propose. If you are going to work with SEO, study the subject a lot (there are excellent technical books on the subject) and work hard for the success of your clients, if you are going to be a consultant, read a lot, a lot, so that you can actually offer something of value to your customers. customers.
There is no secret, you have to create value, whatever you decide to do, but in digital marketing the market is still maturing and moving fast, so the work is harder. In addition, if you are going to choose something to do that is good at it, and that you do well, in addition to working and earning money, you will be contributing to the market to grow.
