Brand Marketing Research: Amazon Most Trustworthy Brand, American Millennials Spending Less on Luxury

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Kenshoo's recent study, “Amazon: The Big E-Commerce Marketing Opportunity for Brands,” spoke to 3,100 consumers in the United States, Germany, United Kingdom and France, and 85% said that Google is a top resource for product discovery and research, while 72% of shoppers said the same of Amazon. 56% of customers check Amazon first when researching merchandise.

According to Zenith’s Advertising Expenditure Forecasts, between 2016 and 2019, social media in-feed ads, online video, and other digital formats, such as paid content and native advertising will drive 14% annual growth in total display advertising. Total display expenditure will rise from USD$84bn to USD$126bn, and by 2019, total display will account for 50.4% of internet advertising expenditure, passing the 50% mark for the first time.

A new study by PlaceIQ, “State of Integrated Marketing 2017: Mapping the Journey to Success," found that 47% of marketers say developing a unified cross-channel customer experience was one of their top three priorities this year. 37% of marketers cited the ability to accurately measure cross-channel results as the most pivotal factor for successful integrated marketing, and 81% ranked location data as the first or second most important element.

According to a study by On Device Research, 47% of consumers state that seeing fewer ads than they do watching linear TV is an incentive to subscribe to paid on-demand TV. 87% of the survey respondents are using mobile apps for more than two hours per day, and 75% of respondents claiming to shop online at least once a month.

According to a study by The Values Institute, Amazon is America’s most trustworthy brand, followed by Marriott, Microsoft, Hilton and Southwest Airlines.

64% of marketers surveyed by Bazaarvoice and Ad Age said that they are not fully clear on the origins of their data sources.

According to a recent study from Deloitte on Millennials and luxury, American millennials spent far less on luxury spending than other markets. Over 25% of the American Millennials report no luxury purchases of $500 or more in the last 12 months, while the survey average across global markets was only 16%.

A Goldsmiths University study found that 61% of respondents preferred a tailored approach when it came to marketing engagement by brands. 53% claimed that they appreciate when a brand is able to use their data to provide a personal experience, but 76% want to know how their data is being used.

A survey by Forrester Research has found that four in 10 teen users aged 12-17 say there are too many ads on YouTube.

LATAM MARKET

According to a study from the Internet Association of Mexico, online activity and interactions among Mexican internet users increased from 20.2% to 70% between 2006 and 2016.

Starting in January 2018, the Argentinean Trivento brand will become the first official wine of the MLS until 2020. Trivento will be allowed to use any of the 20 MLS clubs in its advertising campaigns and create new MLS-branded packaging for its products.

Obtain major insights about passion point marketing (Sports, Multicultural etc). PLUS: Get 1:1 introductions with senior brand and agency executives.


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.