How did you end up dedicating yourself to inbound marketing? How is it different from traditional marketing?
I am an industrial designer by profession, specialized in design and product development. I worked for several years creating plastic products, ephemeral architecture and vitrinism, but in Colombia this market is not easy. Most of the design of the most important companies are made abroad, in the parent companies, and in Colombia the payement for designers are very low. Life gave me opportunities to get out of this market and enter marketing and punctually into digital marketing. Recently graduated from university, I created the e-commerce of a medical bookshop with a colleague that has lasted until today, being the second most important sales channel of the bookshop and, with more than 10 years of life, it is still functional. After working on design my first contact was with SEO, I left a plastics company and a couple of engineer friends living in Canada needed someone very responsible to manage their small SEO company. I took on the challenge and learned a lot about SEO and digital marketing in general, we expanded the portfolio and managed to do everything from web developments for newspapers, mobile applications, to guidelines and payment media strategies for companies in Argentina and complete websites for Canada. In Colombia, our SEO clients always had the need to have content, which is why it was an important research focus. I left there and entered Blacksip where I currently work as a leader in Inbound Marketing and Marketing Automation. I entered as an SEO specialist to improve strategies and campaigns. It was always important to create valuable content, which led me to develop Inbound Marketing strategies. Having worked in the offline world, industry and product development I had the vision of traditional marketing, a lot of ATL, magazines, television, flyers and with the experience I understood the importance of digital marketing. In general, it is where we can measure many indicators and the specific data that gives us very relevant insights to be able to make strategic decisions. Many times there is a disconnect between traditional marketing and digital marketing, however it is very important to understand that we must go towards an omnichannel where a TV or radio ad impacts an ecommerce or the download of an app. There must be constant communication between all areas of marketing.