It is important Product Pioneers that within the market we stop seeing brand building and performance as completely isolated things. This fusion where the essential lies: we have to consider branding and performance as an integrated approach that will help us shape future demand, while collecting existing demand. It is also important that we understand that each brand needs a different strategy because it is in a process and at a different time: what works for a start-up is not scalable to what a company in the maturity stage needs and vice versa. Working in silos, whether dividing the “traditional” from the “digital”, or, as in this case, separating branding from performance is counterproductive.
What does your 360 Product Pioneers vision of the digital world consist of
UPartner Media’s 360 vision is not category email list only limited to the digital world. This is what I told you before, if you work on communication in silos it will never be efficient. We are based on a strategy that works based on objectives and we use the channel that is most appropriate to achieve it. We are efficient in this selection because the decisions made in this step are not random or based on intuition , but on a great technological solution that uses machine learning to always optimize, improve and increase campaign results. Although this does not mean that our team loses weight in the process, on the contrary, our developments allow them to use their time to have a greater strategic vision.