Over the past year, a digital revolution has taken place in Latin America in the form of programmatic marketing. As opposed to already developed regions like the US, the introduction of automated technologies in Latin America was not a slow and steady process. It was quick. It was immediate. In many ways, it was an explosion. At a first glace this may seem like an advantage, and, in some ways, it is. We now have the ability to optimize to ROI and CPA in order to go beyond mere clicks, leverage and activate meaningful first and third-party data, have complete transparency and control over the media we buy and leverage private marketplaces to access readily available media strategies. All of these amazing advancements sit under the banner of what we like to call “the programmatic promise.”
However, this also means that the region must adapt at a faster pace than other markets in order to unlock this potential. For programmatic to be successful, you have to know what it is and how it works. This means that strategic and intentional educational efforts are not just “nice to have;” they are imperative.
In Culture and in Language
A quick survey of the digital marketing landscape reveals a few others that offer similar services to the New Marketing Institute in terms of educational services. However, they lack two key differentiators: language and implementation. Most digital professionals in Latin America speak and understand English. However, it is not their first language. The actual context and meaning can be lost in translation between English and Spanish or Portuguese. Also, many courses promote the ease of self-paced learning through recordings and documents available on-demand. By its nature and history, Latin America is a region in which learning and development is based on hands-on, personal and storytelling-driven approaches. While markets like the US are more accustomed to and familiar with online learning, these same modules in Latin America are not the preference.
MediaMath and New Marketing Institute Answer the Call
Understanding the importance of education in the market, the New Marketing Institute has taken its award-winning curriculum and approach to fit the needs of the region–starting with MediaMath’s own clients. On November 11th and 18th, MediaMath clients will have the chance to attend TerminalOne Platform training by dialing-in from all across Latin America to live Spanish-language trainings.
The New Marketing Institute educates, engages and empowers the new generation of digital marketing professionals while creating a community for all things new in digital. NMI offers several certification courses for both industry veterans and those new to digital marketing. NMI’s modular courses are designed to provide a customizable learning experience to meet learners wherever they are in their career. NMI’s highly interactive, blended-learning approach to training engages all kinds of learners with relevant, up-to-date content in the digital market.
NMI is proud to offer courses across the globe and looks forward to continuing to expand their multi-lingual offerings in 2016. Look out for digital marketing and programmatic course offerings in Spanish next year. These courses are open to anyone interested in becoming an NMI Digital Marketing Certified Marketer.
The Road Ahead
Programmatic offers insights and optimization that we have only begun to imagine. Understanding how to use it is just the beginning. Nonetheless, we applaud the advancements and efforts from everyone across the globe and look forward to the evolution of the market. MediaMath has the privilege to work with some of the brightest and most innovative professionals throughout Latin America. MediaMath and NMI strive to provide the resources and trainings that will bring marketers the outcomes, transparency and control that will take this revolution to the next level.
[author type=”registered” username=”Francisco Garcia”]
[author type=”registered” username=”Laura Rodriguez-Costacamps”]