Marketing was no stranger to this new normality, and found that teleworking can be even more productive than face-to-face and that it is possible to find channels that allow collaboration with the rest of the team in a balanced way, taking into account that everyone is in the same condition.
The year started with a calendar of activities that had to be rethought in mid-March when the pandemic arrived in the region and learning to relate to customers in a different way, seeking actions that were successful and rethinking the objectives with respect to what we had been working on since previous years. Internally, teleworking required being more communicative with the different areas of the company in order to continue working in an aligned way.
Digital campaigns became more important than in previous years, and this meant that both clients and the Logicalis team had to adapt and incorporate other skills. Creativity, the search for alternatives and daring to try are key factors at this time, since not having interaction means looking for other alternatives to approach clients. We see that innovating and testing formats, actions or activities that can generate return and thus support the business in a more effective way, adding value to marketing management and repositioning it within the organization as a unit that is able to effectively generate demand.
This year the actions carried out were 100% digital, reaching about 1200 clients only in the middle of the year in the region through webinars and workshops with the objective, not to lose that contact that we used to have. We had to be creative taking into account that not only the work but also other activities became digital, the key on our side was to focus on the client and their needs, finding out what activities attracted or motivated them, generating in some opportunities cooking classes, in others sending catering, for example. Likewise, we participated as in other years, in events with our partners and in the realization of demos also remotely, which before were face-to-face, adapting our look.
The pandemic has made the marketing area adapt to these new formats, testing which actions are more effective and rethinking new scenarios. In the case of Logicalis, the results were good and we were able to perform the digital conversion that the market demanded, and we continue to work to improve and better support the business.
This year marked a paradigm shift and the future will present a hybrid model, where the week will be divided between remote and face-to-face work, as it has been shown that working from home can be very productive, even more so than in the office. The challenge will be to find a way to optimize this new way of working and achieve a balance between today's increased work demands and personal life.
By Francisca Monasterio, NoLA & SoLA Marketing Manager | Logicalis Latam
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