Marco Gouveia - CEO of Escola Marketing Digital & Digital Marketing Consultant

Marco Gouveia

CEO of Escola Marketing Digital & Digital Marketing Consultant

Digital Marketing Consultant since 2004 having already invested more than €50M between Google Ads, Facebook Ads and Instagram Ads and placed hundreds of pages well positioned on Google without any investment (SEO).

Specialized in SEO, Google Ads and Web Analytics, its mission is to transmit all the knowledge to help people achieve their goals through Digital.

He began his journey as a digital marketing trainer in 2013 and, a year later, became a Google Regional Trainer in Portugal. He is a professor at Atelier Digital Google, a face-to-face and online digital marketing course that has trained more than 50 thousand Portuguese people.

Currently, Marco Gouveia holds the roles of CEO and consultant at Marco Gouveia - Digital Marketing Consulting, CEO and trainer at Escola Marketing Digital and CEO of Influenza - Agência Marketing Influence.

In 2022 he launched the book Marketing Digital - O Guia Completo which became TOP sales in the area of marketing.

1. Can you provide an overview of your experience and expertise in the field of digital marketing?

I have worked in the digital marketing field for almost two decades. To be more precise, 18 years ago. I started self-taught with a blog, positioning pages at the top of Google through Search Engine Optimization (SEO), and I realized that it was highly profitable, as several advertisers were willing to pay to have advertising on the pages of my website. I reached a profitability of €500 per day with just one blog.

From then on, I worked in the areas of SEO and SEA in the Yellow Pages, I was Head of Digital at the Pestana Hotel Group for 9 years and launched my companies: Marco Gouveia - Digital Marketing Training (dedicated to digital marketing consultancy for companies and included in TOP 5% Best SMEs in Portugal for the third consecutive year) and Escola Marketing Digital (school dedicated to digital marketing training for people and companies). I worked with several brands in Portugal and also with international markets, helping to develop effective digital marketing strategies to achieve success through Digital.

Although I can say, without false modesty, that I have a vast knowledge of all areas of Digital, I specialize more in SEO, Google Ads, Google Analytics and Google products in general, of which I am a fan. Over the years, I have closely followed the evolution of digital marketing trends and try to ensure that I am always up to date on the best practices to obtain effective results.

Marco Gouveia - CEO of Escola Marketing Digital & Digital Marketing Consultant - Connecting Stories PARTTEAM & OEMKIOSKS

2. What are companies that you have worked with in your career?

I have worked with a wide variety of companies in different sectors, from small startups to large companies, such as UNICEF, iServices, Pestana Hotel Group, Leroy Merlin, Planta Livre, Decathlon, among many others.

3. Could you share an example of a successful digital marketing campaign that you have been involved in?

There were a lot, but I remember one that was particularly surprising even for me, as I am always the most positive and hopeful person in the room. This remarkable campaign was for a football club that wanted to celebrate its championship victory, giving fans the chance to buy a club watch.

What did we do then? Very briefly, we discovered which terms were most relevant to that campaign, mostly related to the club but not only that, we paid attention to the right timings, because we knew there was an advertisement being shown on television and we knew what time it was on, and the result of the strategy was simply fantastic: with an investment close to €1000 we managed to obtain €300,000 in revenue.

Marco Gouveia - CEO of Escola Marketing Digital & Digital Marketing Consultant - Connecting Stories PARTTEAM & OEMKIOSKS

And this revenue was solely from watches sold on the website, there were even more sales through the call center. This is just one example of many. As I'm a football fan, perhaps that explains why this is the example that came to mind.

Throughout my entire Digital journey, I have already invested more than 45 million euros in Google Ads and positioned hundreds of pages first on Google.

4. How do you stay updated with the latest trends and developments in the field of digital marketing?

To stay up to date, I regularly read articles on specialized blogs and current news, I participate in conferences and webinars, and I am an active member of online digital marketing communities. Furthermore, I like to test new strategies and tools in personal and professional projects.

5. What are some key skills that are essential for a successful digital marketer?

Crucial skills include solid and practical knowledge (underlining the "practical" part) of SEO, content marketing, online advertising, both on Google and social media, the ability to collect, organize, interpret and analyze data, and the ability to adapt to changes. changes in the digital environment.

Data analysis plays a key role in my strategies.

6. What role does data analysis play in your digital marketing strategies?

In my opinion, there is no way to be successful online without measuring. If it happens, it's pure luck. We can't know if we are going the right way if we are blindfolded, or if everything is dark.

Now, this is exactly the scenario when we don't pay attention to data analysis, when we don't measure the results of each action, when we don't configure everything so that we can observe user behavior. Despite being one of the least loved aspects of Digital Marketing, data analysis is crucial to optimizing results.

Therefore, I do not give up on analysis tools such as Google Analytics, Microsoft Clarity, Google Search Console, etc., to monitor campaign performance, identify areas for improvement and make informed decisions based on the data.

Marco Gouveia - CEO of Escola Marketing Digital & Digital Marketing Consultant - Connecting Stories PARTTEAM & OEMKIOSKS

7. Can you share any insights on how digital marketing has evolved over the years?

Digital marketing has evolved dramatically. The variety of tools now available on the market to help us is much greater than before. The evolution of the tools themselves allows us to have much more information and better target our advertising actions.

Personalization, content marketing and social media engagement have become essential to online success. So much has changed... But the essence remains the same.

It is mainly on the basis of the first that we must work.

8. How do you approach measuring the success of a digital marketing campaign?

The success of a campaign is measured based on key performance indicators (KPIs) relevant to the campaign objectives, such as conversion rate, organic traffic, return on investment (ROI), among others. Each campaign must have primary and secondary objectives.

It is not advisable to have too many objectives, as what happens is that it takes the focus away from the main objectives and ends up dispersing the actions across all of them, ending up not successfully achieving any of them. Therefore, this is the first point that we must pay attention to.

Then, everything is configured so that we can measure users' actions in an online environment and monitor the performance of strategies using data analysis tools, such as Google Analytics. It is essential to have absolutely everything to measure.

Marco Gouveia - CEO of Escola Marketing Digital & Digital Marketing Consultant - Connecting Stories PARTTEAM & OEMKIOSKS

9. Can you provide an overview of DOOH (Digital Out-of-Home) advertising and its significance in the advertising industry?

DOOH advertising is characterized by using cutting-edge technology, which we have available on the market today, digital screens installed in strategic points (locations) such as transport stations and shopping centers, to display dynamic and engaging advertisements that attract and retain people's attention.

For example, an LED panel installed at an airport to disseminate intelligent, relevant and dynamic content that holds the attention of the executive public while waiting for their flight.

I believe that DOOH advertising has the ability to reach a vast and targeted audience effectively, increasing the impact of ads. Nowadays, it is possible to get unbelievable data from DOOH advertising. New tools and technologies have emerged that allow us to access real data that is important for planning and monitoring ad performance.

Today, we can know how many people passed by and were impacted by the ad, and even the number of people who interacted with it, through sensor devices. This type of advertising has been gaining ground and consolidating itself as a very interesting advertising tool.

10. How do you look at PARTTEAM & OEMKIOSKS and its contribution to the growth and evolution of the DOOH and self-service kiosks industry?

PARTTEAM & OEMKIOSKS has played a fundamental role in innovating the DOOH and self-service kiosk industry. Its solutions are highly customizable and effective, enabling companies to deliver exceptional customer experiences.

I believe that their commitment to quality and innovation has been a driver of the industry's growth and I am curious to see what they will show us.

Connecting Stories is an editorial space led by PARTTEAM & OEMKIOSKS which consists of conducting exclusive interviews, directed at influential personalities who work in different sectors of activity.

The project, conceived by PARTTEAM & OEMKIOSKS, includes the publication of success stories, through small interviews with influencers who want to share details about their projects, opinions, plans for the future, among other subjects.

The idea is to connect stories, share knowledge, develop networking and generate content that can provide new visions, opportunities and ideas.

About PARTTEAM & OEMKIOSKS

Founded in 2000, PARTTEAM & OEMKIOSKS is a world renowned Portuguese IT company, manufacturer of indoor and outdoor multimedia kiosks, self-service equipment, digital billboards, interactive tables and other digital solutions, for all types of sectors and industries. To know more about our story, click here.

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