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After 4 years in the nation, by which Francisco Forero Bonell opened the operation and developed the commercial, Colombia Google begins a whole new stage, which not simply seeks to develop as being a business, specially in the joy of advertising online but also make greater contribution to the growth and development of Internet and also the industry that moves around.
To lead this new trend of search giant, Google selected among 150 candidates Camacho Laura Mackenzie, who has 21 a lot of experience of advertising, digital strategy, communications and publicity, since its general manager.
Google reaches executive after eight years within the digital agency Starcom, where he was director for Colombia and also the Andean region, and led the corporate technique for the location, among other responsibilities. Has served around the boards with the Colombian Union of Advertising Companies (UCEP) and also the Interactive Advertising Bureau (IAB). Also throughout his career he has gained recognition since the prize of Starcom MediaVest Group Worldwide ‘Working Smarter’ in 2008.
For Google, the priority for Colombia is always to develop its web marketing business (represented on the internet AdWords and Let’s consider google adsense), so Laura Camacho selected since their experience and knowledge in the field of media agencies, agencies digital and enormous advertisers to higher satisfy the expectations as well as of assorted Internet players in the nation, specifically those in connection with web marketing and electronic commerce. I know in depth the ecosystem of advertisers, what their difficulties, concerns and strengths, that they start to see the Internet, and my agency experience also allows me to know what their challenges and barriers to developing the digital business, said Camacho.
ENTER.CO spoke along with her to higher understand your goals looking at Google Colombia, specific projects and exactly how they observe the Internet and digital businesses in the nation.
ENTER.CO: Simply what does the state opening with the office in Colombia and his appointment?
Laura Camacho Mackenzie: We remain committed to Colombia. We 4 years in the nation and also this new stage is often a reaffirmation of this commitment. There are lots of causes of this task: the momentum of the nation in economic growth which will continue within the coming years, the development of Internet, showing growth of broadband of 20% annually and will also be driven by state policies since the program Digital Live, the ICT Ministry, and also the sophistication of Online users in Colombia.
What is this sophistication?
We’ve got figures that relate. Today one inch every 2 Colombians which is placed on the web which is your fourth country in your neighborhood with additional users, after Brazil, Mexico and Argentina, the common user spends more than 4 hours each day online, 90% of users Network constantly do searches, and 7 from 10 users make purchasing decisions according to what he finds on the internet.
How’s made any office of Colombia?
We feature a very aggressive growth strategy. Until recently Francisco Forero was involved in building relationships, starting the operation and make the very first businesses. He continues with the team responsible for sales to large advertisers, because it has done an admirable job which is the manager that we are here.
Today, we are 11 people on the internet Colombia, and year-end goal is always to double the height and width of the corporation and forming integrated teams in different sectors. We grow with professionals running a business management, advertising and digital strategies.
What place does Google Colombia in your neighborhood?
Google was a start in Latin America in Brazil, Mexico and Argentina. Now comes that which you call Untouched markets: Colombia, Chile, Peru, Guatemala and Caribbean. Notably, Colombia is always to Google the hub of New Market, and that means you use a great responsibility plus an important position in your neighborhood.
With everything else mentioned in the nation, our goal is always that Google Colombia is the height and width of Argentina in the year or two.
But more importantly, you want to Colombia within the global radar with the web marketing and Affiliate business.
Which are the next steps for Google Colombia to the market and make that happen goal?
We’ll concentrate on three main areas, targeted at a big target is always to build the ecosystem essential to Affiliate business grows.
- Companies. We work really in hand with companies to know how the Internet is probably the platforms to develop their businesses, in sectors for example tourism and travel, telecommunications and technology, retail, and others which are being developed as automotive, financial and education. We’ll work very hand, let them have usage of more information to know the potential and move towards electronic commerce.
- Media agencies and digital agencies. These are key partners to produce the web business. We’ll let them have more training, and may further interact to develop winning strategies.
- Generating content. On this there is certainly much to do in Colombia, and even work with players who create and still provide content to assist them to integrate this digital business ecosystem.
These three elements are together with arduous campaign of education and discussion with one of these and other instances, for example education and government.
All this points to the large companies which may have the biggest budgets. What will happen now with the micro, the housewife who has a home-based business or schools that are looking for to do business online?
Our efforts do not mean that we will give small business owners or individuals. Google has channels to cater for medium and small customers, and also this is not going to change.
Moreover, the world thinks the web is vital to get visibility and grow running a business, and many more for smaller customers, who is able to do a lot with limited budgets.
Why Google would like to promote electronic commerce will not offer in Colombia or perhaps in the location of merchants online platforms and method of payment for example Google Checkout?
We presume that we help companies and organizations to take the steps necessary in the Internet to develop their businesses and achieve cause real progress. Therefore, we will help them work with the financial sector to accelerate the implementation of new method of payment, we work with the government to transactions ‘e-government’ are higher and better the financial sector to market the ‘home banking’, among other initiatives. Plus, we offer our web marketing solutions, which can be our core business as being a key to success in commerce and e-business.
Does the operation in Colombia will focus exclusively on web marketing? What about other Google products and services?
The main objective with the operation in Colombia is the growth and development of the ecosystem and also the growth of web marketing, but as far as any office is growing, advance around the pillars of Google:
- Search or search, which is the essence of Google. The technology can there be, but we teach people to better harness the potential provided by the browser.
- Mobility, with the Android platform. Attempting to let the mobile operators and also the growth and development of more applications.
- Video, YouTube. Colombia is number 14 in the world in quantity of users of YouTube, plus the longer term produce your own . to have YouTube.com.co.
- Social. We want to promote and offer the social web, beyond social media. The search and content should be increasingly in connection with social interaction of individuals.
- ‘Cloud computing’ or cloud computing, with Google Apps. We search more companies and organizations have mounted inside our platform for collaboration and productivity. In this area, organizations just like the Seine are important strategic partners, not simply because they’re users in our solutions (with an incredible number of users) but also in the development of talent, much-needed Internet industry.
Which has a local presence as well as general manager, is accelerate the arrival of solutions for example Google Maps and YouTube Colombia?
It is not the principle reason for the opening with the office, but the arrival of the and other Google technologies may be the very growth of the organization in the nation. We understand, as an example, video will become increasingly important.
You mentioned that Google Colombia will grow in quantity of employees, but with commercial focus and digital strategies. Perhaps there is room for both engineering talent in the nation?
Or Colombia or perhaps the other new Google offices in your neighborhood will technological development. First we should consolidate the company, then make it happen.
However, Bing is an excellent space for Colombian talent in engineering, which already is under fire through the parent. To illustrate this couple of days ago he visited the united states a team of Google from Mountain View, and was strongest in engineering colleges to assist them to and give professions to the talent.
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