That is the way you turn into profitable as a digital marketer
Idalia Salsamendi is a master behind the scenes in the digital marketing scene. She is one of the top business strategists in the industry with years of experience in turning brands and influencers into major global players.
Under their eponymous brand, Idalia Inc., Salsamendi has worked on campaigns for clients such as Chopard, Valentino, Stuart Weitzman, L’Oréal and more, capturing the brand’s audiences and heritage to resonate with consumers today. In order to have their finger on the pulse of the times, to know what’s coming up next in the industry and to create a space for transparency and authenticity, Salsamendi shares with Coveteur what it takes to be a successful brand in the market today, their Tell -All courses and the future of digital marketing.
Could you tell us more about your background and how your career developed into what it is today?
“I grew up in the entertainment industry – when I was eight I was already on various TV shows and commercials. It wasn’t until I graduated from college that I started immersing myself in the fashion industry and working more behind the industry. When I started managing models over 11 years ago, I instinctively knew that “blogger” was the next big thing in this marketing. / Promotional puzzles so I started managing them. Imagine this was right on the precipice of I was part of the management team for Chiara Ferragni, Rumi Neely, Julie Sarinana, Shea Marie … the real “OGs” in this branch. From there, I left Corporate America to start my own company, Idalia Inc. and break more of the glass ceilings I encountered. ”
How would you define Idalia Inc.? What does it show
“When people think of Idalia Inc., I want them to feel at home. It is a company that you can come to and that you know you will be seen, heard and valued. Idalia Inc. is divided into four segments: Brand Strategy, Influencer Strategy, Editorial Writing, and Public Speaking. I also have online courses that both brands and influencers can take. This was a real turning point in the industry as information tends to be quiet and hoarded where I believe it should be available to anyone looking to excel in what they do. I recently launched a subscription service to my courses where you can get all of my courses, templates, and guides for just $ 19.99 / month has proven to be another home run. ”
What motivated you to found your company of the same name?
“Well, after almost a decade of working in America, I knew there had to be more to this industry than just booking jobs. I had to find the soul of what this industry is about, and that’s what I set out to do. Whenever I develop strategies with brands or influencers, I am constantly looking for the bigger picture. I am not looking to create a digital campaign that is devoid of human communication. I am not looking to hoard information, so only a few get the opportunity to be truly successful. Idalia Inc. is about creating a space where everyone can thrive. ”
Photo: Courtesy of Idalia Salsamendi
Have you taken mentors or individuals where you are now along the way?
“First and foremost, my mother and aunt. I am so blessed to have such independent and inspiring women by my side who have taught me such values. On a professional level, Alexis Borges, President of Next in Los Angeles, has an incredible.” Role played in being with me and always making sure I kept my feet on the ground. In an industry where it’s easy to mess up your values and morals, he taught me so early that success means nothing if I don’t can go to sleep every night with a clear conscience. This advice was absolutely essential and a cornerstone of my business. I have no tolerance for business without ethics. ”
You mention values and morals – how can a brand evolve and grow over time?
“In my opinion, at the moment a ‘brand’ has to be more than a marketplace to sell a product. We’re evolving as a culture and people want to feel part of the brand ethos. So when we think of brands that are doing it “right” today, consciously or even unconsciously, we are looking for quality as always, but we are also looking for the history of the brand, its ecological responsibility and its social / cultural responsibility. This was considered quite avant-garde 10 years ago. ”
Brands are launched every day – how do they stand out from the crowd?
“Every brand has to start with the why – why do you start? Why do you think you are different from your competitors? Why do you think you can improve the room?
“Then the brand has to ask itself how – how can I improve things? How am I socially / ecologically / culturally responsible? How do I add value to my consumers’ lives? When a brand can clearly state its why and how? , they will undoubtedly stand out from the crowd. Your authenticity and clear message will be your star in the north. ”
Photo: Courtesy of Idalia Salsamendi
What does it take for a brand to be successful in today’s market? What do you have to pay attention to when finding a strategy?
“The most obvious answer would be to get on social media. While this is the most obvious answer, it’s the answer that most brands miss the mark on. I compare social media to electricity … the lightbulb, to be precise.” . When light bulbs first hit the market, the majority of the world’s population was skeptical. They were complacent with gas lamps and / or some kind of fire to provide light. But if history has taught us anything, complacency takes us nowhere modern lightbulb. Brands can no longer rely on traditional gas lamps or fire (i.e. traditional marketing and advertising measures) as they used to. You have to be progressive if you want to survive in the new landscape of the world. ”
Digital Marketing – Where do you see the space evolving and developing?
“Digital marketing is always going to keep evolving, and once we get used to things, something new will always pop up. The future will really depend on how quickly product information gets into the hands of a potential consumer. From here we need to see how the time gap between a potential consumer finding the particular product and the actual purchase can be reduced. The consumer experience must be one of convenience, simplicity and accessibility. Technology and social media will continue to play a central role in this process. ”
Some of your tips for mastering digital marketing?
“Find three things that define your brand (I call them your ‘buckets’) and make sure you show them consistently in your digital marketing efforts. So if you’re a clothing brand and your three buckets are on quality, sustainability, and activism, these are the key message points that need to be clearly linked when running your campaigns. Many hurdles brands encounter are that they haven’t defined their buckets and are trying to be an all-rounder. Once you have mastered digital marketing, you need to know what your brand is and what it stands for. From then on it is imperative that the messages are conveyed as clearly as possible. ”
Photo: Courtesy of Idalia Salsamendi
How important are influencers and entrepreneurs to brands, marketing and consumers? Is their influence still powerful?
“Influencers are critical to brands and digital marketing in general. But here’s the key point – brands shouldn’t hire influencers without doing their research and without knowing exactly if the influencer actually likes the product. Nothing annoys me more in this industry than when brands are hiring. ”Influencers simply because of their“ cool factor ”. Sure, it could be a factor, but not the primary one. Brands need to develop real relationships with influencers so that campaigns can be as organic and natural as possible. ”
What are the most challenging aspects of your job?
“The biggest challenge in my job is the one that’s most consistent – keeping up with the times, which is going to be the ‘next big thing’ in digital marketing. It is my job not only to be one step ahead, but also to process it. ”To make this information digestible for others so that they can be successful – be it with brands, influencers or entrepreneurs. But I really don’t want it any other way, because it always keeps me on my toes and is eager to learn and be more. ”
Your funniest and most interesting job so far?
“I’m very lucky that I really enjoy my work overall. I am passionate about what I do and it shows in the quality of the services people receive from me – the culmination of this ‘fun’. I love exploring other cultures and learning from people from different backgrounds, and I really never know where my next adventure will take me: one night I might sit next to Bianca Jagger at dinner and the next time I might walk the red carpet the Cannes Film Festival. The element of surprise really motivates me to move on, explore, and rise. ”
Finally your goals and plans for the future?
“My goals are to keep inspiring, informing and empowering people. I would love to write a motivational book about female entrepreneurship, keep speaking at really strong conferences, and / or even developing a TV show about the industry. Heaven is the limit, really. ”