The Transformation of Marketing: New Challenges and Opportunities

The Transformation of Marketing: New Challenges and Opportunities

The world of marketing is constantly evolving, and it’s important to stay ahead of the game if we want to succeed in this competitive landscape.


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With the rise of digital marketing, traditional methods are becoming less effective, and businesses are being forced to adapt to new technologies and trends. This can be a daunting task, but it’s also an opportunity for growth and innovation.

One of the biggest challenges facing marketers today is the need to create personalized, relevant content that resonates with their target audience. With so much noise in the digital space, it’s essential to cut through the clutter and engage your audience in a meaningful way. This means leveraging data and analytics to better understand your audience and deliver targeted, personalized content that meets their needs and interests.

Another challenge is the need to keep up with the latest technologies and trends. From artificial intelligence to virtual reality, there are countless tools and platforms available that can help us create more engaging and effective marketing campaigns. However, it can be difficult to know where to focus our efforts and which technologies are worth investing in.

One thing is certain, though: the future of marketing is digital. Consumers are spending more time online than ever before, and businesses that don’t have a strong online presence will struggle to compete. This means investing in search engine optimization, social media marketing, and other digital channels that can help us reach our target audience and drive conversions.

Of course, all of these changes require a shift in mindset. As marketers, we need to be agile, adaptable, and willing to take risks. We need to be willing to experiment with new technologies and approaches, and we need to be open to feedback and data-driven insights.

In conclusion, transforming marketing and meeting the challenges of the future is not an easy task, but it’s an essential one. By embracing digital technologies and trends, and by focusing on creating personalized, relevant content, we can create marketing campaigns that resonate with our target audience and drive business results. It’s time to adapt, innovate, and thrive in this ever-changing marketing landscape. Thank you for joining me today.

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– The other part of the big
digital trend we're seeing, Housing all the data in one place And using predictive analytics. Like, what I mean by that
is you get all this data And insights from all these advertising, What do you do with that? (upbeat music) – How has been the trip for speeches And in the contract with
our company here in Brazil, Now you have a branch in
Brazil, so how been that? – So event's been good, this has been fun. I speak quite a bit in Brazil. (computer chimes) This is probably my 15th time in Brazil. – Whoa. – I've been everywhere,
Florianopolis, Belo, Sao Paulo, Goiania, Porto Alegre, I've literally been
everywhere, Brazilia, and– – What's your favorite place here? – I like Sao Paulo. I know most people say
Rio, but I like Sao Paulo. – And like Caipirinhna. – Yeah, Caipirinhna,
I've had that many times. I had a lot in Florianopolis. – You better drink from the Americans. – Nice beaches, yeah, beautiful place. – And business here is good, I know the economy is
a little bit tougher, It's slowing down, But I think we have around
160 people now in Brazil Focus on the Brazilian market. – Nice, that's nice. So you are one of the couple influencers, If I can say that,

And that it's one of the
most influencers right now. And you started from
nothing from zero ground. And what caused my attention is that What you sell is exactly what you do With yourself in person. How is that, can you please
briefly tell your history For our audience And say a little bit of how tough is that To be present in the all platforms And try to please
yourself as an influencer For marketing industry? – It's a lot of work. It's being on majority of the platforms, Participating, caring,
trying to help people out. It's a lot of work, but if you
love what you do, it's fun. – Good. – And I always tell people
nothing worthwhile is easy. If you really want
something and you love it, It's going to take a lot of effort. But if you are really passionate about it, You'll put in the time
and energy that's needed To accomplish your dreams and your goals, It just takes time. – How many time you
start you're in internet? – I am 37, I started when I was 15 1/2, So roughly 22 years. – Wow, and what's the
difference there for nowadays And the way you have to move
yourself in the internet? – So, when I first
started, it was very easy. No competition, not too many platforms. You don't have to do much, You can get results within a month, Two months, three months. Now, lot of platforms, lot of competition,

And the algorithms are much harder. So it takes a lot longer
and a lot more work To get the results. – Wow, nice. And how do you see the environment Of digital marketing changing? How do you see the industry, How does it's becoming the solution And how companies are interacting With the new way to do marketing? – Yeah, so we see digital as a future. If you look at Google or Facebook, They're bigger than any of the
traditional media companies By a lot, and it just
shows is because it works. The future of digital is omnichannel And using predictive analytics
to figure out what's next. So here's what I mean by that. Right now people do
multi-channel in Brazil at least. Multi-channel it is, you're on Twitter, You're on Facebook, you're on Instagram, You're on Google, you're everywhere. Omnichannel is, you're
everywhere, you're on Google, You're on LinkedIn, Twitter, et cetera, But the difference between
omnichannel and multichannel Is omnichannel, the
channels work together. So you take what you learn from Facebook And you apply it to Instagram, You take what you learn from Instagram, You apply it to Twitter, You take what you learn from Twitter, You apply it to Google. In omnichannel, you're
taking your learnings And making all the channels better. In multi-channel, which is
what we mainly see in Brazil,

Everyone does all the channels,
but they do them separately. They don't have a cohesive strategy And they're not using data
to make them work together. If you use the data to
make them work together, You get more results, You spend less money and you make more. – You think that it's important Put here offline channels
like stars and et cetera– – Yes. – Or I have one strategic
for online channels? – No, no, you should have one. You should have a strategy for digital, You should have a strategy for offline, But they should also work together. You can do both, look at TOTVS, They do really well
digital, we work with them, They're amazing customer. We've helped them grow their
traffic on digital by a lot. And they also do offline. You go through airport in GIU Airport, You can see TOTVS advertising, You can do offline and online. You just got to make them work together. – And TOTVS is more B2B company. So we normally, we are
used to see B2C solutions– – [Neil] Correct. – Companies using the solutions
more properly, so B2B– – It works too. – Yeah. – But if it works for B2B, it
should easily work for B2C, Which it does work for
B2C as well, we see both. There's a lot of potential with both. You just got to make the
channels work together. Marketing is not about offline or online,

Everything is going digital. Even in the United States
with television advertising, A lot of it is now
transforming into digital, Hulu, Netflix, Roku, It's all starting to
become digital, right? – Yeah. – In which you can use digital platforms To buy television ads now too. And you can even start tracking The television ads too through digital. – It's the similar approach, Facebook ads or Google
ads inside the television. These small companies can
acquire views in television. That's the idea. – Exactly, and think of it
this way, even with offline, If I do add in the airport and I'm TOTVS, I can end up using a QR
code so people can scan With their phone and you can
know which ad they came from, Because you can track it, right? You can tie it all in together,
and that's what I mean. The other part of the big
digital trend we're seeing That Brazil is going to adapt soon is, (computer chimes) Housing all the data in one place And using predictive analytics. Like what I mean by that
is you get all this data And insights from all these advertising, What do you do with that? And people need to take action, But it's about putting it in one place So you can better understand
the data and then take action. – Well, that's interesting. And how about the algorithms
of those platforms? They keep changing, they have to adapt

And we have to test and switch,
what's your advice for that? – Yes, but I'm going to give you one thing For most of the platforms, okay? For YouTube it's how well does
a video do in the first day. So when you put a video on YouTube, In the first day, send
out emails, text messages, Tell everyone to watch it. If you get a lot of views
in the first 24 hours, The video keeps doing well later on. – Oh, that's nice. – With TikTok, it's comments, How can you get engaging comments, And the more engaging
comments on your video, The more viral your content goes. Even if the comments come
two, three days later. LinkedIn though it's comments ideally In the first four hours
of the post going live And the comments need
to be at least 12 words And they need to be engaging as well. Facebook, we see a
massive increase in views If your videos are over five minutes long. Videos that are shorter
than five minutes long Get much less reach, So with Facebook have five
minute plus long videos With, what is it called? Instagram, they say live
videos according to Earth Web Is more valuable than blog content. And in live video is
supposed to grow by 5X, I think it's 5X, five or 15X
is by a law within five years. And Instagram is lacking live videos. They want users to go live
more, so if you go live more, It'll help you get bigger audiences, Go live with other influencers like you And then you'll get more followers.

So then when you post
more of your content, Other people will see it. Google, it's about brands. If you release free tools on your website, Your brand will grow faster, Which will make all your
Google rankings go higher. – That's really nice.
– It makes sense. – Is there any chance to
change these rules right now? Because they are, there's a lot
of competition across those. – We have a big war between
social media, Twitter, TikTok. – But these tactics that I just gave you Will work for the next year plus. This is what's working
really, really well right now. – That's nice, that's nice. And well, early my career I
was procurement executive. And I was hiring agencies
for Procter and Gamble, Unilever, PepsiCo. So big companies here in Latin America. And it's always a challenge
to bring traditional agencies Going deep into the digital. So that's why there are
new companies like NP Raising in this market
and it's totally new. So how do you see the traditional agencies Adapting themselves versus
the new ones with more, Your site to this business? – Yeah, so we know a lot of
the traditional agency owners, The way they're trying to adapt
is to buy the digital ones. So then that way they can have a arm That focuses on digital. That is what most of them are doing. They're struggling to adapt themselves, But that's why they're
doing a lot of acquisitions. So then that way they
can have that capability. So like at my agency, NP Digital,

We've already gotten hit up By a lot of the traditional agencies Like the WPPs, et cetera, saying, Hey, how do we work together? Are you interested for selling? I just got a message on
LinkedIn yesterday saying, "Hey, are you interested
in selling to Havas Media?" I responded with no, right? But you get a lot of messages. A lot of the traditional ones
are buying the digital ones. – Nice, we talk about content, We are content creators as well. – [Neil] Yeah. – So how do you see these
environment right now? Influencers, content creators And brands poison their brains
in those spaces right now? – It's the future. People love content. Content creators are going
to control more of the web. And what you're going to end up seeing is, Brands are going to want to
associate with influencers Because it's driving a lot of
sales and brand visibility. What you guys are doing is a future. – And many CEOs start to do content In many social medias like LinkedIn. – Yes. – We have CEOs and people That work inside the corporate
market doing the content. When you think about this, That that's the future, it's correct? – It is the future, I think it's correct. And you also see a lot of employees. If I was an employee starting
at a company low level Or even mid-level,

I would create a lot of
content on my social media For the company and myself, Because it increases my brand, It makes it easier for me to
get better jobs in the future And get more promotions. – Nice, in the past we talked About a lot of campaign tropicalization. Like we have big companies
and use the same campaign And we have to tropicalize in Brazil, We are a tropical country so
it shouldn't be that hard. But this is a word for
adapting the campaign For those countries. Do you see some game change
on that with the digital? So using local influencers
or more global campaigns. – And how we can plan this. – Yeah, so you got to plan it. You got to create your content calendar, Your marketing or promotional calendar. And you ideally want to
use the local influencers. So for Brazil you can use
someone big like Neymar, But Neymar is better for
Brazil than for United States Because more people in Brazil love Neymar Because he's a soccer
god in Brazil, right? – Yeah.
– Exactly. – So you want to localize it. You can use big influencers, But ideally you want to use influencers That are well known within that region. So, like you can use Michael Jordan, He's better for United States Versus Neymar would be better for Brazil. Even though everyone knows
Michael Jordan in Brazil, They still prefer football, right? So they're going to prefer Neymar.

So you want to adapt to the local regions. – I like both, so. – Yeah, they're both–
– Whatever. If you put both together
so that we will be– – Even better. – Yeah, even better, even
better, but more expensive. – More expensive. – As a procurement guy executive I would say, no, no, no. – No, no, yeah, one, only pick one. – Or maybe someone that's
growing their career. – Or you say pick one and if it works Then you can have the other one. – Yeah, or wait until
the end of the World cup. Let's see who's the champion, So maybe we can use some other. But of course Brazil is going to win And so we will have to
stick with Neymar, probably. – But these two guys have
millions of followers In your Instagram or TikTok. And when you talk about
the nano creators– – Yeah, the micro ones. – Exactly. – What do you think about
this is a good strategy Using many nano creators
that have many followers? – It's better. – But it's more a specifically. – Yes, what you're saying, The nano influencers that
have specific audience, It's better to have 100
of those than one big one Because sometimes a big one doesn't work. But when you have a lot of the
nano ones, it's more cheaper. You can see which ones work And then keep using the ones at work

And then stop using the
ones that don't work. That's a better strategy. That's what we use. For really big corporations
that we work with, We do the nano ones and the big ones. But we typically like
starting with the nano ones Show results, and then you
go after the bigger ones That cost more money. – Imagine that you need
to start your company now, You don't have nothing,
the digital content– – No site, no. – You don't have nothing, What channel will you
start in your strategy? Google search, Instagram? – For Brazil–
– For Brazil. – I would start with
Google search and do SEO Because it's one of the least Competitive channels in Brazil. And it has so many, just so
they did, MIT did a study, People found that search
was five times more valuable For people than email and
more than 50 times valuable Than social media. – Whoa. – So search is super powerful Even though it's not sexy, it's powerful. And it's not that
competitive here in Brazil For the SEO side. Look, anytime you do a search on Google, Do you click on the
paid listings at the top Or the free ones? Which one do you click
on most of the time? – Yeah, you're right. – You're going to click on the
free ones most of the time. Not the ads.

The ads, they're selling you something. The free listings Is where you're getting
a lot of the traffic. – Got it. – And after the search, What are the second stage that you do? – The second channel is, I
would build up an email list And create a big email list in Brazil. The third channel is, I would start with paid
advertising, Google and Facebook. Fourth, I would do all
the social media channels And do like organic social. – That's cool. And then how do you see
the future of digital? What's changing in this industry That we have to keep our attention And try to combine our efforts? – The future of digital Is going to be much
larger than traditional. It's just going to take
more time in Brazil. But the future of digital is massive. And what we're seeing
is companies in Brazil Are starting to learn
omnichannel marketing Where they're on all the channels And they're learning to use it together To actually help improve
the overall campaigns. And in Brazil we're also seeing the future Involving a lot of data and analytics. Most marketing in Brazil
is, I spent the money, I'm creative, it looks good, okay. But what are the results? How much revenue did it drive? This is super important because
every company has budgets. Did you waste your money or
did you get better results?

See, if your budget is
10 million rays a year And you can show that the 10 million Made you 100 million rays in revenue. Then you can get approval
for 20, 30, 40 million rays. And then you can grow
much more by using data. – That's cool. And when we talk about content, As we said like podcasts, et cetera. And we have seen that there are brands Or companies that want, generate leads, Create leads instantly
if possible, of course, We saw some case here in
Brazil that the announcers And they were having the ROI
while the live was happening. – Yeah. – And that's not live commerce. And on the other hand we saw companies That are investing more on brand building, They want to be present in
a strategic conversations Or deep subjects, and
that's matter to them. What's the balance of brand building? – You need to do both. It's not one or the other, you need both. – Nice. – If you look at shoes, everyone
in Brazil wears Nike shoes. It's because it's a brand,
everyone knows Nike. Just like you may end up
using Newbank as a credit card Because they have the brand, right? – Yep. – But at the same time, You need also do digital
advertising that drives revenue. You need a combination of both. I say you should spend majority
of the efforts on digital, But 10, 20% should be on branding. (computer charming)

And also the digital. – Even that time start top in– – A small business, yeah. – A small business. – Small business. – We need to do them both. – You need to do both. But what you'll find is
even the performance, Like the digital, it helps
with branding as well. Because if people keep seeing the ads, Even if it makes you money, They're still seeing it
and it's still branding. They all help with branding. If you're really, really small And you have very little money, Start off with the performance. Make sure that the
digital, for every dollar, Every ray you spend, you make
two, three, four, five rays, So it's profitable. And then as you have more money, You can start getting into more branding, If you're really small and
you don't have much money. – That's interesting and fun Because we've seen in Brazil Now are trains of companies
launching products. – [Neil] Yeah, product launch. – And you have to keep– – Yeah, like the Eric
Rohoshe model where they– – Exactly.
– Yeah. – They do a lot of product launch. – Jeff Volker.
– Yeah. – Versus having a platform That you can sign for
a service, et cetera. Those are different–

– What do you think about these? These both strategies. – They're both good,
there's nothing wrong. Apple does product launches. – Yeah. – But there's a lot of companies That don't do product
launches like Salesforce And it works out well. There's no right or wrong
way, they both work. It's preference, what do
you prefer is what you do, But there's no right or wrong. – And the way to operate
in the digital marketing Is different, right? – For product launch, yes. Because you got to build
up a lot of demand and– – With the space. – Buzz and then you launch, With the other one you
spend as you see results. – That's cool. And how do you see the changes in Twitter? – Exactly. – For Elon Musk and– – Elon Musk has done very
well as entrepreneur, I never bet against him. I think he's going to have a
lot of work cut ahead of him And I think he's trying
to build this amazing All in one platform. He's talked about it a little bit But time will tell with Twitter, I think it's a little too early. I think he's dealing
with a lot of governments And regulations and people with privacy And all this kind of stuff. So, it'll take a long time

Before we see good change from Twitter. I think it'll take six months to a year. – Wow, wow, yeah, it's a turnaround And they were bleeding and
now they have to figure out. – He cut a lot. Yeah, he's going to have
to clean up a lot of stuff. It's a lot of work, But I believe he can do it, he's smart. – And have money. – Yeah, he has a lot of money. – He's rich. – Yeah. – He's the richest person in the world. – Exactly.
– Yeah, exactly. And what's your managerial style? How do you see yourself early
in your career as a worker And now as an executive entrepreneur? – There's not much of a difference. The big thing that I
learned over the years Being a business owner Is you need to help other people succeed. And I wish I knew this when I was working, When I was much younger. Because even if you're
working in a company, Your goal isn't to just succeed yourself, Your goal is to also help
other people succeed, Because if you can help
your whole team succeed, You'll do better as well. You need to be a team player
and look out for the company, Not yourself, that's how you win. If you say, forget Neil, my name is Neil, Forget Neil, let me focus on
making the company the star, Making sure they do best,
that is how I do better. You need to put other people
first and help others succeed.

– What are the challenges
they're facing now In your company? What are your objectives right now? What are you seeking? – Always hiring good people is hard. – Yeah.
– Yeah. – Yeah, because there's so many
people you got to interview, Find the right people,
it's just a challenge. In Brazil we have around
160, but when we hire, A lot of times we have to
train them in our methodology Because a lot of times They're using the traditional strategies Which don't work too well for digital. So we got to get them up to
speed and get them right, Which takes time. And it's also helping a
lot of large corporations Understand the power of digital. Once they start working with us, Then they're like, oh wow,
these results are amazing. Let me spend more and more and more, But it takes a little bit
of time and more convincing. – And what are the type of
people you're trying to hire? Is there any particular
knowledge or abilities, skills? – Anything in digital
marketing, email marketing, Conversion optimization, paid media, SEO, All the channels, good at
social media marketing, We're looking for everyone, We hiring a lot of people right now. – If I'm starting my career now, Why do you think that
the best time in learning To work in digital market? – The best way to learn is
to start your own website And test and experiment. – Test and switch, is that working?

Keeps on–
– Exactly. – Nice, as you did in the past, right? – Yes.
– Nice, that's nice. – And now we see a big opportunity
starting in United States About the micro SaaS. – Yes, small like the banana. – Small, software as a service To create a lifestyle of entrepreneur. – You can even do that in Brazil. – What do you think about this? Do you think that is a good strategy? – If you like the idea,
you should go for it. But I'd rather create a bigger company Because it's just as hard to
create a nano or micro SaaS As it is to create a big one. So might as well create a big one. It's almost the same effort,
there's not much difference. So might as well go for the big one. – If you could turn back on time, What would you do differently? – Focus, I did too many businesses. I wish I did my ad agency, Neil Patel or NP Digital And we have NP Digital Brazil as well. But I wish I focused more on that And not did as many other businesses. – What was right or wrong in the past? So you are building
yourself, you are now– – Yeah, no, but before I try
to do two, three businesses At the same time instead of one And just focus and just put
all the effort into one. – And having the right
people with you on that one. – Yeah.
– Yes. – Makes a big difference.

– Yeah, and what do you
recommend to our audience In terms of lecture and reading
books that inspires you, To learning about this? – I love or my blog It's in Portuguese. We have a Portuguese blog that
teaches you about marketing. – Have many, many content to like. – Yes.
– I follow that. – I'm very fun about. – And the other thing I would do Is watch a lot of YouTube videos And go to a lot of conferences. There's conferences like this But there's a lot of
YouTube videos in Portuguese That teach you marketing. – Yeah, that's great,
that's great, anything? – Excellent, well, about the DNVB, The digital native brands, What do you think about it? It's still until time to create one DNVB Or now I need do offline
star and digital stars? – You can do offline end
digital at the same time. But look, with digital, the
big thing with it is this, How do you go out there And just generate a ROI
as quick as possible? See with digital is trackable, You can end up in the first
day with your digital brand. Why can't you spend money
and see if it's working? If it is, you put more, if it's not, You go and you retest and
you tweak and you edit. – Yeah, and we see a big
digital nature starting And do a strongly growth
like the Prime Drink. – Yes. – From KSI and–

– And then they go traditional, But they do, a lot
people do digital first. And we think it's a smart approach Because it's less expensive. You can penetrate markets
quicker with digital. – That's nice. And being present in this kind of event Is good for networking. Of course, there's an
exhibition of NP here And what kind of businesses can you, Or deals can you make here? – Yeah, we're talking to quite
a few large corporations. We'll probably work with
some big brands that are, Everyone here knows about in
Brazil will share later on. But yeah, events are good, Everyone should go to more events Just like how you guys are here, it's fun. – And what's the plans for expansion Of the agency worldwide? – Yeah, we just did Germany, So we're now in Germany And then we're going to
soon launch France and Italy And Portugal and Spain, so
we're continually adding more. – What is the strategies? Franchisee or is the– – No, no, no, we own it. – You own it, wow. – We own it in Brazil,
we own it in Australia, We own it in Canada,
U.K, Germany, et cetera. We own it everywhere, India, we own it. – How many employees do you have? – Around 800 total now. – Oh wow. – A little bit less than 800.

– And how to preserve or
keep the quality level, While you are expanding, That sounds quite challenging, right? – Yes, you just make sure
that people are cultural fit And have good experience. Those two things. We look for people who
have already done it before So they have the experience And we look for people
who are very like-minded And culturally are a fit,
believe in the same values. – About the learning of your employers, You have one strategy to do this when– – We have instructors that help
train and teach and educate. – Inside the NP? – Yes. – Using your methodology and your culture. – As we often say, The culture is crucial
for business, right? – Yes, very important. – Yeah, and can we have a quick spoiler Of what you'll share with
the audience in the HSM+. – Here's a quick spoiler. 15% of searches on Google have
never been searched before. – Whoa.
– Whoa. – And I'm going to show
you how to figure out What those searches are So you can do your marking
campaigns after those searches Because it's not competitive And there's a lot of revenue to be made. – That's amazing. – Good hack. – Yeah, good hack, good hack, good hack. That's why I follow Neil on
YouTube and other platforms, Guys, it's always a
pleasure to hear those tips,

But it's not only to get those, If we are not applying there's no effects. – You need to execute. Execute, execute, execute. – Yeah, and that's– – If you won't learn if you execute. – Yep. – And final question, some
advice to our audience And the people that works
with us in our podcast hub. – Yeah, the advice for your audience, People working on the podcast hub is, Whatever you're trying to do in life, Be patient and keep doing it. It takes a lot of time to
get the results you want. Life is long, be patient. Don't give it six months,
don't give it one year, Give it five, 10 years, You'll accomplish what
you're trying to do, You just have to be patient. – That's cool, thanks for being here, That was a pleasure. And enjoy your staying in Brazil. – [Neil] Thank you. – And our doors are always open. – Thank you, and thank you for having me. – Thanks for sharing your time with us. – Yes, my honor, I really appreciate it.
– It's a big honor.