Latin American Trail Blazers Discussed What’s Next in Marketing at Portada Miami

At Portada Miami, we asked our premium attendees to tell us more about where they see marketing going now that technology is bringing the future to us. Henry Zamarripa and Vanessa Angulo, representatives of Portada's partners Oath and People@, were two among our respondents.

Last Thursday, over 200 marketing executives got together at the East hotel in Brickell for the tenth consecutive edition of Portada Miami. Our attendees were able to hear forward-looking panels, witness the official launch of Portada's Council System, and network with their peers while enjoying drop-dead views of the city.

In the midst of all the excitement, we had the opportunity to talk to Latin American brand leaders like José Camargo, E-Commerce Subdirector at Best Buy Mexico and member of Portada's Brand Star Committee, who told us "This is a great opportunity to discuss concepts around the Hispanic markets. We need to find a balance between branding and performance, and I think marketing is moving towards the concept of experiences. Discussing these concepts at the Committee is very enriching because of the various industries represented there."

Marketing is moving more towards the concept of experiences.

 

For Henry Zamarripa, Latin American Sales Director at Oath, one of Portada Miami's premium partners, the future of marketing is all about digital. "Digital marketing is one of the industries that evolve more quickly," he pointed out. "Programmatic has taken a fundamental role in media buying strategies, and I think we'll be moving more and more towards AI. AI has evolved and matured, and we'll adopt this technology with great strength."

We'll be moving more and more towards AI.

 

 

One of the key takeaways of Portada Miami was that we need to evolve to survive. "Marketing has changed a great deal in the last years. It used to be very static, but now with the advent of digital, marketing directors of the previous era need to study, get updated and ready," commented Vanessa Angulo, co-founder of People@. "We need to be aware that if we don't change, we are left behind. Sadly, many are already behind."

If we don't change, we are left behind.

 


Janet Grynberg

Janet has worked as a translator and editor for magazines and publishing houses including Expansion and Grupo Planeta since 2014. She is part of the Portada editorial team, and her main interests include literature, traveling, and exploring other cultures. Follow me on Twitter!

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.