Using AI and Data for Prospecting in Out-of-Home Media
Luís Felipe Loli Argello discusses using AI and structuring databases to reach decision-makers.
The adoption of artificial intelligence and updated databases is redefining prospecting in the out-of-home media sector. On Marketing - The Podcast, tech advances and the role of executives as brand influencers take center stage.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Luís Felipe Loli Argello, CCO at We OOH, discussed the impact of artificial intelligence and the challenge of structuring data in the commercial out-of-home media sector.
In the video above, the discussion kicks off with the rapid rollout of AI tools across various market sectors. Assessing the industry landscape, Loli notes that the technology now demands immediate attention from companies: "Everything happens so fast, right? From one year to the next, AI has been sweeping through every single field—from whale tracking to rocket launches, everyone has to understand AI. And we are still in the very early stages."
Structuring Data and Reaching Decision-Makers
The practical application in the sector involves leveraging intelligence and data platforms to identify and maintain qualified sales leads. The primary operational hurdle lies in keeping market data up to date, which drives the frequent use of networks like LinkedIn to track customer job changes and keep databases active amid high turnover.
Beyond leveraging technology to organize databases, the commercial strategy incorporates training executives to act as spokespeople and influencers for their own brand. The initiative seeks to overcome the growing difficulty of gaining direct access to CMOs and decision-makers, creating new relationship channels and market presence beyond traditional outreach methods.
