ISSUE 109 | 2022
Vesna Marinkovic U.
Lina Cáceres is the author of the Best Seller “How to Succeed in the Digital World”. She affirms that a great player in the digital industry is one who consumes the digital world, seeks to educate himself every day and has clear goals with flexible strategies….
1How would you define the digital world that we inhabit in this moment of crisis after the pandemic?
The pandemic has undoubtedly made us go from a digital transformation to a digital acceleration, which has brought a great business opportunity for all industries.
Between 2020 and 2021 we have experimented an e-commerce growth of more than 380% in the region , an increase in influencer marketing of more than 40%, startups in Latam grew 491% and from the consumption side, the figures are the same as in Latam, internet consumption quadrupled and generations such as baby boomers who rejected the use of digital platforms now reach almost 40%. So, it could be said that the digital world is in one of its best moments.
2Do you consider that digitization is reaching the countries of the global village in a homogeneous or heterogeneous way?
In the development of the digital industry it has always been below fourth place, but in consumption, we doubled the average from 7 hours to 14 hours, as an industry and as a business we have always been with the lowest budgets and regarding to development, a little more delayed. All this is due to the quality of the internet, there is still a lot of penetration, technological development and investment that must be made in the region.
3What is the magic formula to succeed in the digital world and how to beat the algorithm?
One succeeds in the digital world challenging the algorithms of social networks and in these eight years of experience, I have deciphered UNICOS, let me explain:
U: uniqueness, being a voice of the platforms and not an echo, what is that for? with which we seek to impact.
N: business, have short, medium- and long-term goals.
I: innovation, in social networks we innovate by creating different content, formats that attract attention, so we are always creating new ways of storytelling.
C: community, if you fail to convert an audience into community you will never be able to monetize your networks or achieve the proposed objectives.
O: omnichannel, today we live in an omnichannel world and depending on the audience we want to reach, we have to choose the online channel, the correct offline channel, it can even be the metaverse.
S: social impact: to be a leader of a community and transcend, you have to be an agent of change and you must choose certain topics that will help you frame that voice that you want to amplify.
4How to become a big player in the digital industry?
A great player in the digital industry is one who consumes the digital world, seeks to educate himself every day and has clear objectives with flexible strategies and unique applications, which is the algorithm that I present to you above.
“Conversion is gold in the digital world! If you manage to convert it is because you have the super power of having a solid community
5What are the 6Cs of the Creator’s Economy?
1. Creator: We automatically become creators of content when we open a social network.
2. Channels: We have to create an omnichannel content strategy to build credibility and positioning.
3. Community: The challenge is to work much more in the community because we are moving from the era of engagement to loyalty.
4. Collaboration: To grow, expand or scale, collaboration is your best tool. “collaborate correctly and you will reign”
5. Constancy: The only way to take your content to another level is to make a long-term content strategy.
6. Conversion: Conversion is gold in the digital world! If you manage to convert it is because you have the super power of having a solid community.
The only way to take your content to another level is to make a long-term content strategy”
