MERCADEO Versión en español
Juan Luis Isaza of DDB Latina: We need brands to have much shorter approval cycles
25 de enero de 2013
Isaza: 2012 fue el año en que los clientes entraron con mayor fuerza en social media
Juan Luis Isaza, director of the Social Media Lab of DDB Latina and director of strategic development, offered PRODU a balance of the year 2012 and his vision for 2013.According to Isaza, what was interesting about 2012 is that clients were much more willing to use social media.Most important of all and what will really be important in 2013 is that nothing is written and everything is an experiment, Isaza said.According to his experience, last year helped many brands understand which postings worked, which didnt and which stopped working and when, and to understand the whole dynamic being created.Isaza stressed how important it is for brands to adapt this year to the new communications cycles: We need brands to have much shorter approval cycles and learn to get their inspiration from the daily conversations.He also said there are still clients who equate postings with broadcasting: You post at 10 a.m. and two hours later you know if it worked. Everything goes much faster and that is making us rethink the whole thing.Isaza said that in 2013 the strategic role of the online community manager must be given very thorough consideration. The community manager is the voice of the brand and we cant keep thinking he is someone in the last six months of communications.
