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Hoy día el marketing digital debe ser más eficiente’: Google

La transformación digital ha llevado a que más áreas empresariales se apalanquen de la tecnología, con el fin de automatizar procesos y ser más costo-eficientes. En efecto, el campo del marketing, enfocado en el mundo digital, es muestra de cómo las nuevas herramientas pueden darle un vuelco a las marcas, a través de campañas sin altos presupuestos, y acercarlas mucho más a sus públicos.

Ante este panorama, Giovanni Stella, gerente general de Google en Colombia, Centro América y el Caribe, destaca varias tendencias que están haciendo eco en el campo del marketing digital, y que están impactando positivamente tanto a las pymes como a las grandes empresas.

Para el ejecutivo, la primera tendencia es el uso de la inteligencia artificial en las estrategias publicitarias. Y es que a través de la IA se está logrando predecir mucho mejor la intención de búsqueda de los clientes, lo que al final “permite descubrir nuevas oportunidades y resultados para las marcas”.

“En este momento vemos que las empresas están invirtiendo en herramientas de marketing digital que usen IA y que ayuden a entender al consumidor. Hoy con todos los avances es posible armar una campaña publicitaria por medio del buscador y todo de manera automatizada. Esto, sin duda, es un ahorro grande de tiempo y dinero, es más la IA ayuda que los especialistas en marketing se concentren en la definición del mensaje y de la audiencia a dónde quieran llegar”, comenta Stella en entrevista con Portafolio.

La segunda tendencia que destaca el ejecutivo de Google es que con los nuevos avances, todo “es posible y mucho más medible”. 

“El marketing digital de hace diez años, no se compara con el marketing digital que se hace ahora, hoy se puede realizar una medición mucho más robusta y directa. Es más, en muchos casos, se puede lograr medir una campaña publicitaria y el efecto que logra tener en la venta de una tienda virtual. Claramente, en digital se puede monitorear desde el primer momento que el usuario realiza una búsqueda en Google”, explica Stella.

La tercera tendencia que destaca Stella se centra en el control de las campañas y es que con las nuevas herramientas, las compañías podrán entrar a la plataforma que elijan, pausar las campañas, cancelarlas o correr esa misma campaña en ciudades determinadas o en otro país.

“Las empresas están aprendiendo a manejar sus presupuestos digitales y de hecho ya no es una conversación para el departamento de marketing es una conversación de rentabilidad. Hoy más que nunca tenemos claro que el marketing digital debe ser más eficiente”, agrega Stella.

Por último destaca que el uso de la data seguirá siendo clave e “importante” en el marketing digital.

7 de cada 10 pymes invierten en publicidad en México

El 64% de las pymes reportaron un impacto positivo de la publicidad en el crecimiento internacional de sus negocios.
Seven out of every 10 small and medium-sized companies in Mexico invest in advertising, and of these, 84% consider that their advertising strategy is helping to attract new national clients, according to a study by Amazon Ads.
The research, which involved 300 marketing decision makers from SMEs with a business-to-customer (B2C) model in Mexico, offers a detailed view of how these companies perceive and use advertising.
Almost two-thirds (64%) of Mexican SMEs reported that their advertising strategies have had a positive impact on the international growth of their businesses. According to the study, this trend underlines the importance of advertising not only for the local market, but also as a tool for global expansion.
Investment increases
The study highlights that advertising is not just a marketing tactic, but a comprehensive strategy that many SMEs are adopting.
48% of Mexican SMEs increased their investment in advertising during the last year, while 39% maintained the same budget as the previous year. The reasons behind this increase include driving awareness of new products or services (49%) and increasing brand awareness (39%).

Regarding the preferred advertising channels, social networks lead, with 78% investment by SMEs; followed by display advertising (46%) and online search (42 percent). Looking ahead, more than a quarter (27%) of SMEs surveyed plan to invest in advertising within streaming services in the next twelve months.
High costs and lack of profitability
Not all SMEs are convinced of the benefits of advertising. 31% of SMEs in Mexico do not invest in any type of advertising. The main reasons behind this decision are the high costs and lack of profitability observed in previous experiences.
Despite the general enthusiasm, SMEs face several challenges in the advertising field. More than a third (37%) said the biggest challenge is creating engaging content, while 35% cited the difficulty of determining where to focus their advertising budget to achieve their goals. Additionally, a quarter (24%) feel unsure about how to measure the performance of their campaigns.
Artificial intelligence
Technology also plays a crucial role in SME advertising. More than three quarters (76%) of Mexican SMEs believe that artificial intelligence will improve the performance of their advertising campaigns. As a result, a third (35%) of respondents are already training their staff to use AI in advertising.
Total digital advertising spending in Mexico by 2024 is estimated at $5.4 billion, with projected growth to $7.2 billion by 2028, according to Statista. Meta Platforms, Google and Amazon are the main players in this market both in Mexico and globally.
Google deberá enfrentar juicio por dominio sobre publicidad digital

A federal judge in Virginia denied a request from Google and will face trial over US antitrust authorities' accusation that the Internet search giant illegally dominates the online advertising technology market.
Alphabet's Google must face trial over U.S. antitrust authorities' accusation that the Internet search giant illegally dominates the online advertising technology market, a federal judge ruled Friday.
Federal Judge Leonie Brinkema in Alexandria, Virginia, denied Google's request during a hearing, court records show.
Google had argued for a victory without trial, arguing that antitrust laws do not prevent companies from refusing to deal with rivals and that regulators had not precisely defined the ad technology market.
The court documents do not specify the reasons given by the judge at the hearing. Petitions like the one filed by Google are only accepted when the judge determines that there is no factual dispute that justifies holding a trial.
Brinkema is scheduled to preside over the trial on September 9.
"We hope to clear things up," a Google spokesperson said.
Meanwhile, a Justice Department spokesperson declined to comment.
The Justice Department and a coalition of states sued the tech giant last year, alleging it illegally monopolized digital advertising and overcharged users. The main goal of the lawsuit is to dissolve Google's digital advertising business to allow for greater competition.
Regulators on Friday convinced Brinkema to prevent him from testifying as an expert in the trial of a former FBI agent who acted as a cybersecurity consultant for Google.
Google scored a victory in the case last week when Brinkema allowed the trial to proceed without a jury after the company settled allegations that its conduct harmed the U.S. government.
Google presents new AI tools to enhance digital marketing
The technology company presented artificial intelligence innovations to improve advertising campaigns. Highlights include the generation of personalized creative recommendations, new image editing capabilities and interactive 3D ads, among others. These tools seek to enhance creativity and efficiency in digital marketing.
Google introduced a series of innovations powered by artificial intelligence (AI) aimed at improving the way companies design and manage their advertising campaigns. These new tools, presented during the annual event, Google Marketing Live, promise to facilitate content creation, increase the efficiency of marketing strategies and offer more immersive and personalized advertising experiences.
One of the most notable additions is Google's AI ability to generate creative recommendations tailored to specific brand guidelines. With the Performance Max tool, advertisers will be able to generate guidelines aligned with the corporate image, including logos, colors and fonts, allowing AI to create ad variations that maintain the visual and aesthetic coherence of the brand.
Like other platforms like Adobe that have integrated artificial intelligence into their platforms and revolutionized the editing process, Google announced the implementation of new image editing capabilities, such as adding and removing objects and enlarging backgrounds, which which will allow advertisers to adapt their resources to different formats and contexts with ease.
The technology company has also introduced innovations in the field of interactive ads. This means that advertisers will be able to use 3D images and animations to create more engaging experiences. For example, in Shopping ads, consumers will be able to view products such as sports shoes in a 360-degree rotation, with the possibility of exploring the product from different angles.
In addition to presenting a function that allows buyers to delve deeper into the ad with access to product videos, summaries and recommendations of similar items offered by the advertiser.
Another function that the technology company is testing is recommendations based on user needs through dynamic experiences. That is, if consumers search for a particular product, click on a website that offers what they are looking for and provide some characteristics of the product or service, the AI ??will provide recommendations that meet the characteristics that the user is looking for.
Among the innovations presented, the optimization of the visual profile of brands directly in Search, the development and generation of images and videos through prompts, the presentation of new ad formats driven by AI and the incorporation of Google Ads Data Manager, which facilitates the integration and analysis of companies' own data, among others.
“These latest innovations in AI will help marketers think bigger, create bolder, and drive results faster. Google AI is there to help, not to replace human creativity, strategic knowledge and experience,” reads the statement shared by the technology company.
Digital advertising: recommendations for the competition
In recent days, The Competitive Intelligence Unit (The CIU) published an analysis document titled “Competition in the Advertising Market: Regulatory Policy Recommendations for Mexico” (bit.ly/48d7AxM) in which the accelerated growth of digital advertising, as well as evidence of the concentration and unfair competition of two players in this market, Google and Meta.
Precisely, this circumstance has resulted in the exercise of anti-competitive practices, the lack of protection of users' personal data and the poor accountability of the agents involved in several countries around the world.
These behaviors generate distortions in the allocation of resources, harm to consumers and advertisers, and barriers to entry for potential competitors.
This points to the need to establish regulatory mechanisms in the digital advertising market.
Market failures in digital advertising. The Organization for Economic Co-operation and Development (OECD) has identified anti-competitive practices and market inefficiencies in the digital advertising market. In particular, it faces problems of lack of transparency in advertising performance metrics, which in turn generate information asymmetries between advertisers, media, platforms and users, which reduce trust, competition and quality of the advertising market.
Advertisers are unaware of the real impact of their investments, platforms abuse their dominant position and users receive unwanted or misleading advertising. Furthermore, advertising providers with market power have benefited from this lack of transparency, generating a lock-in effect for advertisers.
Anti-competitive practices at the international level. In June 2021, the European Commission launched an investigation procedure against Google and two years later determined that it violated antitrust rules, thereby distorting competition in the digital advertising market.
In March 2022, the European Commission and the UK Competition and Markets Authority (CMA) launched a joint investigation into the agreement between Google and Meta on digital advertising services, excluding the services of advertising technology that compete with Google.
Similarly, in September 2023 the Department of Justice of the United States of America began an antitrust case against Google, arguing that it has illegally monopolized different segments of the advertising technology market.
In Mexico, in recent days, the Chamber of Deputies of the Congress of the Union urged Cofece to publish its analysis and resolution regarding the anti-competitive practices detected in the Mexican digital advertising market, as well as to make known the estimated damage to the Mexican economy and the well-being of our country's consumers, as a result of Google's abuse of market power.
Regulatory policy recommendations. The Mexican market, due to its conditions of concentration, demands urgent measures. Without needing to change the constitutional and administrative framework, a Digital Markets Unit (UMD) could be developed outside the IFT or in the existing one at Cofece, for the analysis, monitoring and sanction of relevant actors, such as Google and Meta. .
Likewise, measures such as the structural or functional separation of Alphabet/Google and Meta cannot be ruled out, as the European Commission is suggesting, a circumstance that would separate their business units, seeking to eliminate the aforementioned asymmetries of information, preferential treatment and market power. The same case with measures such as portability and interoperability and access to third parties of its users' data could have immediate application.
Ex-ante regulation is essential to ensure a level playing field in the digital world, to promote competition, prevent abuse of dominant position and benefit competitors, advertisers and consumers.

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