By INSTITUTIONAL COMMUNICATIONS | EGADE BUSINESS SCHOOL
The challenge is no longer just to capture a person’s attention, but also to consider how algorithms interact in that process, warned Daniel Payán, Director of Marketing and Communications at CEMEX, during the panel “CMO Insights: Trends Shaping the Future of Marketing,” organized by the Master in Marketing program at EGADE Business School of Tecnológico de Monterrey.
Held on October 30 in Monterrey, the panel brought together industry leaders to analyze the transformations redefining the marketing landscape. Participants included Olga Quiroz, Marketing Director at Viva Aerobus, and Jorge Ayala, CEO of Julius. The panel was moderated by Gabriel Richaud, Managing Director at IAB Mexico.
One of the key takeaways was that modern marketing is no longer based solely on creativity, but on a more sophisticated blend of analytics, technology, and human sensitivity.
“It's science and art,” Quiroz emphasized.
Payán pointed out that the rise of artificial intelligence in search engines requires brands to anticipate how these tools influence consumer decisions:
“Today, we seek to understand how AI thinks in order to get our brands to the top,” he said.
NEW CONTEXTS, NEW RULES
In this environment, Ayala addressed the growth of B2B marketing in countries like Mexico and the United States, where digital investments converge with in-person experiences. He cautioned that, with an increasingly saturated market, standing out is becoming more challenging.
The conversation moved toward the balance between short-term decisions and long-term strategies.
“To achieve sustainable results, we must be flexible and adaptable, but also have a clear strategy,” Quiroz noted.
Payán agreed that marketing effectiveness hinges on alignment with business objectives:
“Sales rule. If a marketing strategy isn't aligned with business goals, no matter how good it is, it won’t work,” he said.
TECHNOLOGY, AUDIENCES, AND PURPOSE
On the topic of technology adoption, Quiroz pointed out that innovation alone is not enough—the real challenge lies in how quickly organizations embrace new tools.
Ayala added a dual perspective on audiences:
“We must be effective with those ready to buy now, while also building brand awareness among those still exploring and who will eventually become customers.”
Although artificial intelligence offers many advantages, the panelists agreed that it doesn't entirely replace traditional channels. In industries like CEMEX's, tools such as merchandising remain essential for reaching specific customer segments.
Ayala stressed the importance of turning data into actionable decisions:
“Today we have an abundance of data, but a shortage of insights. If it’s not clear what decisions will be made with the data, visualization becomes meaningless,” he said.
To close, Richaud compared marketing’s contribution to Mexico’s GDP with that of countries like the United States and the United Kingdom, highlighting that there is still significant room for growth in the sector in Mexico.
