José Busta, country manager at Antevenio Colombia, speaker at IABday in Bogotá

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On April 24 and 25 , the eighth edition of IABday , the Digital Marketing and Advertising Congress organized by IAB Colombia, was held at the Chamber of Commerce Business Center in Bogotá, Colombia. An event where important topics for digital advertising and communication were discussed, such as brand building, new attribution models, user experience, big data control, optimal traffic and many other topics taught by more than 25 experts , all of them recognized professionals in the field of marketing and communication in Latin America.

One of the speakers was our colleague José Busta , Country Manager portugal number screening of Antevenio Colombia , who gave a workshop entitled ' Electro performance, results marketing and lead generation ' . In a relaxed presentation in which he made a similarity between the musical evolution in the Latin American country and performance marketing, he analyzed the evolution of this advertising discipline since 1996, the year in which home PCs appeared massively and email marketing was the only advertising channel, until today, where the scenario is much more sophisticated, and where there are a multitude of channels, media and a great capacity for customization and optimization that ensure that campaigns are more effective.

This complex scenario requires a careful strategy and a performance work plan , the keys to which were revealed by Busta based on his extensive experience of more than 10 years in the sector and on the methodology used by Antevenio, which has made it a benchmark in digital marketing.

Busta stressed that the success of an optimized strategy in 2019 lies in creating a clear message, with an effective design and an aggressive incentive that makes the difference, since today it is the media that chooses the campaign and not the other way around. He also spoke about the challenges of the future, where streaming platforms, voice searches and Amazon's advertising system will cover a large part of the advertising investment.

Finally, José Busta described one of Antevenio 's success stories in the Mexican market, based on Performance Marketing strategies in the banking sector , which has led our company to become one of the main generators of qualified leads for this sector in the Aztec country