"Digital media is not just a new way to reach people, it's a new way to think about how we communicate." - Julian Galeano

 

Julian Galeano, LATAM CEO of Mediatica, has been at the forefront of the digital media revolution. When the first global digital media began to gain traction and relevance, large advertising agencies were still focused on traditional media. They didn't see the potential of digital media and didn't develop a product that could take advantage of the new opportunities it presented.

That's where Mediatica came in. Galeano and his team saw the potential of digital media and began developing a planning product that could take full advantage of these new media. They focused on performance campaigns that could directly influence the sales of their clients.

Within the influence of Galeano, Mediatica has become a major player in the digital media industry. They have worked with some of the biggest brands in the world and have helped them achieve their business objectives through digital media.

His vision for the future of digital media is clear. He believes that digital media will continue to evolve and become even more integrated into our daily lives. He sees a future where digital media is not just a new way to reach people, but a new way to think about how we communicate.

As the CEO, he is leading the charge in this digital media revolution as a visionary leader who is not afraid to take risks and push the boundaries of what is possible. With his guidance, Mediatica is poised to continue its growth and success in the digital media industry.

 

Below are the interview highlights:

 

Journey in Digital Advertising

Julian's path in digital advertising began in 1998, when he started working for McCann. He spent 12 years between the Colombian and Peruvian markets, eventually becoming the managing director. In 2010, he embarked on his entrepreneurial journey, developing several media agencies and digital media marketing companies in the region. His inspiration comes from two internal forces: his curiosity to explore new solutions to achieve business objectives and his deep desire to innovate and lead the transformation of marketing companies.

 

Core Mission and Values in ROAS Marketing

Mediatica is dedicated to delivering strategies that drive tangible results for clients, focusing on maximizing Return on Ad Spend (ROAS) in marketing efforts. The agency prides itself on its innovative approach, staying ahead of the curve by mastering new digital platforms and technologies faster than its competitors.

Furthermore, Mediatica specializes in its ability to quickly learn, unlearn, and relearn, allowing the team to adapt to the constantly shifting environment of digital platforms. This agility guarantees that Mediatica remains ahead of industry trends, always providing cutting-edge marketing solutions to its clients.

 

Pioneering Spirit in Digital Marketing

Mediatica's unique approach to digital marketing stems from its innovative mindset. Julian adds that their pioneering mindset enables them to see the ever-changing landscape of digital marketing as an opportunity for growth and advancement. The firm is frequently at the center of experimenting with new methods, formats, and strategies, and sees change and evolution as critical to being relevant to its clients.

 

Enhancing ROAS through Strategic Approaches  

Julian elaborated on how Mediatica plays a pivotal role in enhancing Return on Ad Spend (ROAS) for its clients. The process commences with a clear delineation of the objectives to be attained. Clients often anticipate that a single campaign will impact various metrics, such as awareness, engagement, transactions, and revenue maximization, concurrently. Mediatica aids in clarifying that platforms typically focus on controlling one Key Performance Indicator (KPI) and emphasizes the importance of defining it. The expectation of influencing other KPIs is advised to take a secondary position, thereby contributing to goal prioritization.

Furthermore, Mediatica recognizes the significance of integrating first-party data to enhance campaign performance. Leveraging data from campaign signals, website visits, CRM, point of sale, and other sources can significantly improve campaign outcomes compared to relying solely on standard platform data.

In the Latin market, there is a strong emphasis on leads and transactions, often leading to a focus on the cost of acquiring these objectives rather than considering the contribution of income and profitability from each lead or transaction. Shifting the focus towards understanding the income contribution from each client rather than just the cost per transaction, helps clients generate more revenue with the same transaction volume.

Lastly, continuous performance monitoring is deemed crucial at Mediatica. This practice ensures that daily activities align with budget execution and goal achievement. Any discrepancies are swiftly identified for necessary adjustments to maintain campaign effectiveness and efficiency.

 

E-commerce Sales for its Clients

Mediatica's approach to enhancing e-commerce sales for its clients focuses on a change of perspective. The company emphasizes that the value of each customer is different, and this understanding helps prioritize actions for target customers who are more likely to not only transact but also contribute more to revenue. Key factors that contribute to the success of these strategies include a deep understanding of customer behavior, the use of data-driven insights, and the ability to adapt to changing market trends.

 

Organizing and Executing Efficient Campaigns

Mediatica's approach to organizing and executing efficient and precise campaigns revolves around the use of "traffic lights" (control dashboards). These dashboards allow them to understand the rate at which they should be executing at each date and what objectives they should have achieved by that date. This approach is fundamental to avoid accidental budget execution and to prevent the achievement of objectives from going off course.

 

Success Stories in ROAS

Mediatica has a track record of successful campaigns that have significantly boosted ROAS, lead acquisition, and e-commerce sales for various clients. For instance, companies like Marathon Sport and Nike have seen substantial growth in their online sales by adopting Mediatica's revenue maximization strategy over transaction maximization.

In terms of lead generation, Mediatica has played a pivotal role in universities, contributing to as much as 70% of enrolled customer conversions. These success stories showcase the effectiveness of Mediatica's strategies in driving tangible results for its clients across different industries.

 

Understanding Client Base & Tailored Services

Partnering with clients who engage in online prospecting or transactions, Mediatica customizes its services to meet the unique needs and goals of different businesses by first understanding their sales processes and internal closing procedures. This tailored approach ensures that even clients within the same industry receive highly customized solutions to optimize their online presence and operations.

 

Future Plans and Innovations

Mediatica's vision for the future is to continue providing cutting-edge solutions in the field of ROAS marketing and brand communication. In the immediate future, the company plans to accompany the birth of retail media in LATAM, which brings numerous opportunities due to the richness of its data layers and its direct integration with clients' businesses.

 

Contact Info:

• Company Name: Mediatica

• ▪ Founding Year: 2010

• ▪ Office Locations:  Colombia, Chile, Peru, Ecuador, Bolivia, Honduras, El Salvador, Guatemala, Costa Rica, Panamá.

• ▪ Website of the company: www.lamediatica.com

• ▪ Name of the Featured Leader:  Julian Galeano

• ▪ Designation of the Featured Leader: CEO LATAM