Gap CMO out, FabFitFun steals Netflix’s Marketing VP and more changing places. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.
GapCMOAlegra O’Hare has left the company after less than a year on the post. The company also announced that Neil Fiske, Gap brand President and CEO, is stepping down from his role.
Subscription box service FabFitFun has named Louisa Wee as its first Chief Marketing Officer. She previously filled the role of Vice-President, Marketing Strategy, Analysis and Programmatic Media Buying at Netflix. In her new position, Wee will oversee the strategy and execution of the company’s marketing plan globally, as well as leading on brand, content and creative.
JPMorgan Chase has promoted Leslie Gillin from President of Co-Brand Credit Cards to Chief Marketing Officer, replacing Kristin Lemkau. Gillin previously held the role of Chief Marketing Officer title at Citi’s consumer business from 2014 until 2016.
The Community has appointed Frank Cartagena as Chief Creative Officer. He’ll oversee all creative output for the multicultural agency’s New York-based clients. Cartagena replaces Bobby Hershfield, who served as VP and Executive Creative Director of The Community’s New York office before leaving last year. Cartagena most recently served as Executive Creative Director at 360i, part of Dentsu Aegis Network.
Katz Media Group has promoted Rick Ramos to Senior Vice President of Multicultural Partnerships, effective immediately. In his new role, Ramos will oversee the creation of dynamic multicultural audio marketing campaigns with national scale and local execution across all of Katz audio partners, which includes Univision, Radio One and Entravision.
Travis Freeman has been appointed Global Head of Media by Uber. He previously served as Executive VP of Media at Vayner Media. Now he will report to Thomas Ranese, VP of Marketing at Uber.
We talked to Eric Tourtel, SVP of Teads Latam about the story behind the recently-announced strategic partnership with Precision, the programmatic division of Publicis Media. We also discussed the key buzzwords and trends of the near future, and why Teads is ready to tackle them head-on with a revolutionary new tool.
Last year, Teadsclosed a deal with Oracle Moat that allows buyers to select any custom billing point of viewability and transact on any viewability requirement. Portada also announced the new partnership with Precision, the programmatic area of Publicis Media, in Latam. Teads is the fast-growing platform that invented outsream video marketing. Now, they are changing the game again on their way lower into the funnel. To find out more, we caught up with Eric Tourtel, SVP of Teads Latam. Here’s all you need to know about the special nature of this partnership. Plus, learn how the company gets the ball rolling when it comes to data and AI.
The Importance of Having Allies: The Teads + Precision Partnership
Teads works with all the agencies. However, the partnership with Publicis’ programmatic area is unusual because it has a more significant qualitative component. “We’re going deeper, sharing more information. We have enormous amounts of first-party data and a very strong insights team,” said Eric Tourtel to introduce Portada to the story. As he explained, Teads started at the top of the funnel with goodbranding results after the launch of the innovative InRead video ad format. then moved to engagement and consideration, but the company has just recently started to focus more on performance.
Not only do we see who the users are, but we also see what they’re reading.
Now, Teads is able to fully audit the consumer journey. In Latam, the company has grown so much that it now reaches 90% of Mexican internet users, for example (source). “We find them within our network from 15 to 20 times per month. Imagine the gargantuan proportions of information we get,” shared Tourtel. “Not only do we see who the users are, but we also see what they’re reading. More than noting which URLs they’re visiting, we’re paying attention to the content they look for in those websites.” Consequently, sharing such information with Publicis will make for a very strategic partnership. According to Tourtel, most of the other partnerships are about price, volume, and discount.
Sharing the Teads Potential
“What makes this partnership special,” remarked Tourtel, “is the openness with which Teads will share its platform which most agencies aren’t aware of.” Thus, he had to organize intensive training in Miami with the directors of Precision offices all over Latin America. “We had to make sure they understood our platform’s potential,” told Eric. “We’ll have at least one training session per quarter in order to hear their feedback and adapt to their needs. This doesn’t happen at any other Demand-Side Platform.”
As Tourtel mentioned during our conversation, Teads might not be a very complex company but it is a very complete provider. It used to focus solely on video, but it has now evolved lower into the funnel to offer performance solutions. “Teads’ platform is different from DSPs in that it’s exclusively designed exclusively for Teads’ transactions,” informed Tourtel. “It’s all connected at a data level, as well as at a reach level. We are full-stack: an ad-server, SSP, exchange, buying interface…” In short, partnering up with Teads sounds like a very good idea.
We’ve grown together, that’s why collaboration flows more easily than with other players.
The other special aspect of the partnership was the story behind it. There’s a bond with Publicis that goes way back. “We have a lot of history together,” shared Eric. “I started Teads Latam six years ago and the first agency that took a leap of faith and talked big numbers with their clients for us was Starcom Miami. We’ve grown together, that’s why collaboration flows more easily than with other players,” added Tourtel.
Guaranteeing Viewability is no Longer Impossible
The main problem video marketers face is that nobody wants to watch video ads. They’re invasive, annoying, and get in the way between consumers and content. This is a real problem for Facebook and YouTube, but Teads got rid of the invasion factor. And so innovation played an important part in Teads’ process of coming up with a new format that was entirely different from a pre-roll.
The result was outstream video advertising, and it revolutionized video marketing. More consumers are now voluntarily watching ads. “We invented the InRead format,” said Tourtel. “It started with a video between two paragraphs. It’s not covering any content, so it’s not an intrusion, you can skip it if you don’t want to watch.”
“Marc Pritchard, CEO of P&G has recently declared that his company’s ads have an average exposure time of 1.6 seconds on Facebook, compared to 13 seconds on Teads,” pointed out Tourtel. ”That’s because we display ads exclusively in profesional articles. We’re not relying on people who scroll down their feed quickly to see if something grabs their interest.”
How Teads Does It
We’re not relying on people who scroll down their feed quickly to see if something grabs their interest.
If you have the right format and you display it in the right place, it has to work. However, if you add to that an artificial intelligence that gathers precise data and continually learns how to classify it, that’s a winning combo. “Five years ago we built a team that created our AI,” told Tourtel. “We gave it one single question. ‘Knowing what we know about this user, what are the chances that this impression will turn into a full view?’.
In fact, technology at this point is a must. “When we started we did all of this manually, but as we grew into the third biggest digital company in Latin America this became impossible, so we created our AI.” Every time there’s a full view, Teads’ AI team looked at their whole file and then looked for similar profiles. Then, the AI gets better after each completion and is able to predict conversions more accurately.
Brand Safety Can Also Be Guaranteed
Teads is proud to say that, apart from offering very high viewability rates, the company has never faced any brand safety-related issues. Teads uses Grapeshot, a well-known software that scans pages to avoid placing ads next to unwanted content that could harm the brand. “But we know Grapeshot isn’t perfect, so we added our own technology on top of that,” told Tourtel. “Our AI helps us read and classify articles. We also avoid breaking news pages because that’s where they show the horrible stuff.” Furthermore, Teads’ ads only appear on reputable publishing media, where journalists submit articles to an editorial manager for approval before they’re released. “It’s not like we’re a social network with 400 hundred people posting every minute,” he added.
Facebook owns social. Google owns search. LinkedIn owns professional relations. We intend to own media and press.
Nonetheless, explained Tourtel, the tricky part is knowing where to stop, as the definition of brand safety is a very subjective matter. “Brand safety means something different to each brand,” he mentioned. “Sometimes a brand will choose not to appear near the word death, let’s say. So you block any instances where the Word death appears, even if it’s something positive that doesn’t harm the brand at all. Imagine a story about an airplane accident with zero deaths, that’s very good news, but you have blocked the word death and thus you have reduced your reach and increased the cost.”
What’s Next for Teads?
Where is the company going and how will it use this potential? “Last year, we decided to regroup a bit,” answered Tourtel. “We were diversifying too much, so we went back to our core: media and newspapers. “Facebook owns social. Google owns search. LinkedIn owns professional relations. We intend to own media and press.”
While Teads has relied on acquisitions in the past, it’s now focusing more on building a strong platform that places them closer to the bottom line. “We own all our inventory and all our data,” explained Tourtel. “This gives us enormous freedom and a great ability to adapt because we’re not depending on any other companies with other priorities that could slow us down.”
AI and Reach on Target
The buzzwords going around are AI and data. Analysts and researchers are preparing for how the future of the industry is resting on those two vast words. Therefore, Teads has a new deal in the works with Nielsen that will allow them to take their innovative offering a step further. “Right now, when you sell the segment of 18-42 year-old women, you’re charging for 30-50% of reach on target,” he explained. “Everybody strives for 100%, but that’s like the holy grail. But soon we’ll be able to charge only for those 18 to 42 year-old women Nielsen confirms we’ve impacted on.”
This product will solve most of the problems we’re facing in digital every day.
Just like the InRead format solved viewability issues, Teads’ will boost performance via look-alike modeling, machine learning and massive amounts of first-party data. “We noticed that CTRs of O.01% are normal in the market while our CTRs range from 1% to 3%. We said, ‘We should sell clicks!’ and we came up with this product that will solve most of the problems we’re facing in digital every day.”
See a Trend? Own It
The trends are clear: according to Eric Tourtel, clients want transparency, brand safety, and social responsibility. “Brands are pressuring social media to take responsibility for the content they show, to avoid fake news and hate speech,” he pointed out. “We already have these priorities under control. Now, data will help us offer a more precise product.You’ll no longer buy what you don’t need and you won’t lose anything.” This way, the company will offer a full-funnel view of users’ purchase journeys.
The quick-service-restaurant industry is one of the sectors that are expected to continue growing steadily in the U.S. As competition multiplies, QSR marketing needs to become more precise, and tailored for specific audiences.
What Does QSR Marketing Mean?
Quick-service restaurants are those where consumers pay for food before eating. In the U.S., QSRs typically sell burgers, sandwiches, ethnic foods, pizza, pasta, and chicken. This industry excludes coffee and snack shops. In recent years, QSRs have started to diversify as a result of evolving consumer behavior and preferences. Thus, the space has become more crowded.
QSR brands have to be smart about their marketing. They already have two main advantages: low prices and convenience. Even though the category has performed well recently, as shown by the US $273 billion in revenue and an average yearly growth of 4.1% in the last five years, heavy competition forces QSR operators to differentiate in a fierce battle where smarts mean everything.
One way to be outstanding is by offering outstanding experiences. In the words of Alex Tokatlian, Brand Marketing Director at Marco’s Pizza and until late 2019 Advertising Manager at Domino’s Pizza*, “experience matters a 100%. It’s different for our category because people are mostly enjoying their pizzas outside of the restaurants. They get it delivered to their home, but we do everything we can with technology to make the experience as easy and as seamless as possible. We’ve done things like Domino’s Hot Spots, that mean you don’t need a specific address to receive a pizza, you can have it delivered to the beach, the park, etc. We find ways to bring meaningful service innovation to life, just to make that pizza experience easier and faster.”
Experience matters a 100%.It’s different for our category because people are mostly enjoying their pizzas outside of the restaurants.
How Quickly is the QSR Marketing Industry Growing?
The QSR industry in the United States is forecasted to reach US $731.8 billion by 2024. The main factor driving the industry growth is the digitalization of food services, including anticipated reservations, orders, and online payment. This is a great opportunity for marketers, as digital advertising is expected to grow from 36.1% in 2019 to 43.8% of total QSR Marketing by 2023.
In 2018, McDonald’s was the top spender within the category. With US $761 million spent in ad expenditures, the chain was way ahead of brands such as Domino’s, on the second spot with US $418 million, and Taco Bell on the third spot with US $415 million.
What’s the Role of Technology?
A recent report by the National Restaurant Association used a forecasting approach based on questionnaires sent to experts to predict the future of QSRs by 2030. Three out of five developments center around technology: mobile payments, handheld payment terminals, and a majority of digitally-placed takeout or delivery orders placed digitally.
Evidently, QSR marketing should take this into account. We asked Alex Tokatlian about how Domino’s is taking advantage of technology to improve marketing. He told Portada about their ground-breaking initiative “Points for Pies”, a loyalty program that rewards consumers of the pizza category regardless of where they eat. “It was a big effort right before the super bowl, the first of its kind as far as we know,” shared Tokatlian. “I don’t think there’s been another brand willing to reward consumers for participating in the category, not specific to the brand.”
Also, the program is completelymobile-based and uses artificial intelligence. “We know technology is highly relevant in the multicultural segment, and we had the experience available in Spanish as well,” commented Tokatlian. “It was also our first time using AI in this capacity. We had a “Pie-dentifier” built into the app, which scanned the images you put it on and it had to decide whether it was pizza or not. If it was pizza, we awarded the points to the customer.”
QSR Marketing and the Multicultural Opportunity
According to recent data, 40% of America’s population will be multicultural by 2021. Also, Hispanics account for 20% of QSR sales. “Hispanics are also more family-oriented when eating out,” mentioned Geoscape CEO César Melgoza to QSR magazine. “Half of Hispanic restaurant visits from Spanish-dominant Hispanics include parties with children, and one-third of visits from English-speaking Hispanics include children. This is compared to only 29% of non-Hispanic families who bring their children to restaurants.”
Moreover, QSRs are important to Hispanics not only in the U.S., but also in their origin countries. “The QSR category is very relevant for Hispanics,” shared Aisha Burgos, SVP of Digo Hispanic Media. “In Puerto Rico we estimate that there are 1,300 quick service restaurants in an island that measures 100×35 miles. According to Scarborough, 88% of the population of Puerto Rico have visited a QSR in the past 30 days. We see how these restaurants are using omnichannel strategies. They’re trying to connect with the right person at the right moment with the right message.”
Why Digitalization is the Key According to Digo Hispanic Media
Burgos agrees that digitalization is a crucial component of QSR marketing growth and efficiency. “In digital, we’re seeing a lot of different strategies that include high impact display banners when they are launching a new product,” she explained. “This is a very effective strategy since it helps them create awareness in the first stage of the funnel. Some examples of high impact banners that they use include formats like the interscroller, rich media, takeovers, and video. We also see how they use day parting in a very effective manner to showcase their menus and products in the correct context for the user.”
These restaurants are using omnichannel strategies to ensure they connect with the right person at the right moment with the right message.
Actually, Digo Hispanic Media is seeing an “always on” approach with QSR marketing. “They need the reach and frequency to stay relevant in a competitive landscape,” said Burgos. “In our sites we’ve seen an average of .30% CTR for this category, which is really good since most of these banners don’t necessarily have a clear CTA. Their main focus is to drive traffic to their locations, not their sites. With 90% of traffic coming from mobile, QSRs are very clear that they need to be in mobile.”
Brands Know How Important Multicultural Consumers Are
The growth potential and buying power of Hispanics make of this group the most important multicultural audience. For Domino’s Pizza, it’s important to really make Hispanics like they’re included in the brand’s marketing. “We always have to keep an eye in how media consumption habits are changing, the best way to reach the consumer and also what’s most effective for our franchisees,” said Tokatlian. “So we’re always trying to understand media behavior and how to reach different audiences. Specifically for multicultural audiences, we think tailored messages make more sense. We’re very disciplined in our approach, we’re very much into the data, we test and learn everything to make sure the investments we’re making are effectively driving sales.”
A customized message is important, but you have to find a balance between broad general marketing and where it makes sense to send a more nuanced message.
In fact, Hispanics are a very important part of business for Domino’s. “As a national brand we have a footprint all over the country in major cities, especially in markets with high Hispanic populations; 20% of stores are in high Hispanic markets and those stores account for 25% of our sales,” shared Tokatlian. “For the multicultural segment, we did a spot featuring an employee explaining the ‘Points for Pies’ program. He goes around different situations and different parts of the city showing ways in which people enjoy pizza. We had a corner slice shop, eating pizza at home with the family… We used examples that are relevant for that audience, beyond just language.”
Furthermore, Domino’s genuinely cares about giving back to the community. Their employees have the possibility to become franchisees, and 90% of Domino’s franchisees started off working at a store. “The people that are franchisees have come from within, they have grown at our stores,” told Tokatlian. “Often they end up serving the communities that they came from. In terms of our national footprint in Hispanic communities, you do get a lot of multicultural franchisees.”
How to Reach Those Multicultural Consumers?
The first obvious answer is data. For Domino’s Pizza, data has been important since before it was smart. As Alex Tokatlian explained, “We needed people’s addresses and phone numbers. We also look at their order preferences to offer improved experiences. Knowing what they like, how they order, how they use our website… It’s very important for us to understand our consumers. The experience is customizable, there are always certain toppings that certain markets order more.”
Furthermore, said Tokatlian, it’s very important to test and learn. “Everything we do, we put the rigor up front to test and measure if things are working or not, which allows us to be more efficient and effective in marketing and media strategies. That’s my best advice. It requires some inspiration but also a sense of discipline. Trying to think ultimately what will be the best thing to drive the business and engage with customers in a way they want. A customized message is important, but you have to find a balance between broad general marketing and where it makes sense to send a more nuanced message. It’s all about being disciplined, leveraging data and taking a measured approach to things.”
* Alex Tokatlian was interviewed for this story in the summer of 2019
This week, digital behavior in Latin America and alcohol consumer insights in Mexico. Here’s your summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous Latam Consumer Insights Roundup here.
Comscore and Shareablee have found that the Argentinian online population spends the most time on social media. According to the study, they use social networks, blogs, and messengers for 1 hour and 33 minutes every day on average. The top 5 categories for Argentinians are social networks, entertainment, services, retail and news/information.
According to research by IPSOS Peru, Peruvians’ favorite devices are smartphones and computers. Around 88% of Peruvian internet users have a connection at home; 42% at work, 14% at school, and 11% while riding public transportation. Over 40% consume video, music, and TV/movie streaming.
According to In-Store Media Mexico, 60% of Mexican consumers buy wine in the holiday season. Most wine consumers (62%) are between 18-35 years old, 56% are married, 77% work, and 58% are women. The most important decision factor is the brand, and the most-consumed brands are Concha y Toro, Las Moras and Pata Negra.
Alcohol consumption has increased by 10% among Mexicans above 20 years old in six years, from 53% to 63%, according to a survey by Inegi. Also, 50% of women surveyed drink alcohol often, up from 41% in 2012.
Pepsi CMO and Kantar CEO call it quits and more changing places. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.
Roberto Rios has confirmed that he’s stepping down from the role of Chief Marketing Officer of Pepsico. He previously served as CMO of food service and as SVP of Marketing of fizzy drinks. The former Pepsi CMO will now oversee digital transformation at Schwan’s Co.
Kantar CEO Eric Salama has announced he will abandon the role throughout 2020. He will remain on the job until the company finds his successor, after which he will join the Kantar board as a non-executive director.
Justine Armour has been named Chief Creative Officer of Grey New York. It’s the first time the position has been filled since Andreas Dahlqvist left it in 2017. In her role, Armour will oversee creative development, recruit top talent and guide new business creative efforts.
JPMorgan Chase has named its Chief Marketing Officer, Kristin Lemkau, as head of a new US wealth management division. The company has not announced a new CMO.
Marianne Radley, Chief Brand Officer at Pizza Hut US, has left the company after her almost two years in the job. She previously served as Monster Energy’s SVP of global marketing.
Marketers still don’t understand moms, americans choose hotels over relatives’ homes… A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous consumer insights roundup here.
A survey by Global Web Index has found that the majority of online mothers believe marketers fail to understand them. The study shows that 56% of mothers keep up with the latest fashion trends, 53% are workers, and 15% are likely to do social work for their community.
Deloitte has released its annual global healthcare consumer survey, and found that 49% of American consumers said they would likely take advantage of a tool that allows them to directly comparepricing between providers. In addition, 53% of U.S. consumers said they would likely use tools that allow them to compare quality and satisfaction scores, and 50% said they would likely examine data on safety and effectiveness for certain medications or treatments, according to the survey.
An estimated 192 million U.S. consumers (or 70% of Americans ages 13 to 64) play games, according to a new Consumer Technology Association (CTA) study. More than 60% of gamers now play games with or against others online, including 40% with or against people they don’t know, the study finds. In addition, 77% of gamers think video games will be more social in the next five years.
The National Retail Federation has announced that shoppers spent an average 361.90 dollars on holiday items during the five-day Thanksgiving weekend, up 16% from the same period last year. Of the total, 257.33 dollars, or 71%, was specifically spent on gifts. Top gift purchases over the weekend included apparel (bought by 58% of those surveyed), toys (33%), electronics (31%), books/music/movies/video games (28%) and gift cards (27%).
A survey by Trivago of over 1,000 Americans about their lodging preferences during the holidays revealed that only half (49%) of holiday travelers would rather stay with relatives or friends than stay at a hotel. About four in ten (42%) said they choose a local hotel, and one-quarter of consumers said their “ideal hotel” for the holidays is a rental or alternative accommodation. Nearly one in five (19%) say they’d prefer to drive back to their own home rather than stay with relatives or pay for a hotel.
United Airlines management moves, new leader of marketing at Unilever and more. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.
Foursquare has announced the appointment of David Shim as Chief Executive Officer and Member of the Board, effective immediately. David, previously the Founder and CEO of Placed, joined the company as President in June of this year, after the closing of Foursquare’s acquisition of Placed from Snap. David will replace Jeff Glueck.
Scott Kirby will replace Oscar Munoz as CEO of United Airlines. Munoz will transition to the role of Executive Chairman of the Board of Directors of United Airlines Holdings as of May 20, 2020. As of that date, United President Scott Kirby will take over as CEO. Kirby was recruited to United Airlines in August 2016, as he previously held the same role at American.
Long-time ad industry executive Jordan Bitterman has joined ad-tech firm TripleLift as CMO. Bitterman, who has been Vice President, Digital Strategy & Sales at IBM for the past three years, previously filled the role of Chief Strategy Officer at Mindshare.
Unilever has appointed Conny Braams to lead its global marketing efforts after an almost year-long search to fill the role left vacant by Keith Weed. Braams, who was previously Executive Vice President for Unilever Middle Europe, will take on the newly-created position of Chief Digital and Marketing Officer.
The Washington Post’s Spanish-language podcast, “El Washington Post,” made its debut this week. The podcast’s host is Emmy-Award winning journalist Juan Carlos Iragorri, with co-hosts Dori Toribio and radio journalist Jorge Espinosa. The podcast offers insight into the most important global news stories.
Media Moves at WarnerMedia, MAC’s new CMO and more this week. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.
Jenn Toner has been promoted to the role of Senior Vice President, Communications, WarnerMedia Sales & International. She will function as deputy leader of the team for the U.S. market.
Christina Miller, President of Warner Media’s Cartoon Network, Adult Swim, Boomerang and TCM, announced that she will be leaving after 15 years in the company. Michael Ouweleen, EVP/ Chief Marketing Officer, Cartoon Network, Adult Swim and Boomerang, will serve as the interim president, and Miller will help with the transition.
Karim Amadeo has recently been promoted from Manager, Hispanic National Hispanic Advertising, Century 21 Real Estate to Manager, Multicultural & Growth Market at Realogy. Prior to joining CENTURY 21 and the Realogy Group, Amadeo worked at Macy’s New York’s Marketing Department for over 8 years as a Hispanic Market Copywriter for their National and Puerto Rico initiatives. Amadeo also worked for many years in the creative and editorial departments of outlets such as The Miami Herald, El Nuevo Herald, and Ocean Drive en Español.
Ukonwa Ojo, Coty’s former CMO, has been named as Senior Vice President of Global Marketing at MAC Cosmetics. Ojo departed Coty in January.
The Guardian has promoted Anna Bateson from Chief Customer Officer to interim CEO. She replaces David Pemsel, who announced his resignation in October. Prior to the Guardian, Bateson spent seven years at Google and YouTube.
This week, results of the Buen Fin and Black Friday insights. Here’s your summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous Latam Consumer Insights Roundup here.
According to e-commerce company Mercado Libre, Black Friday is an important day for online retail in Colombia. The company’s data shows Colombian consumers might spend up to 22% more in average than last year, and 70% of Mercado Libre users are expected to complete their purchases on mobile devices. The top categories are expected to be electronics and clothing.
Kantar has announced a 14% increase since 2017 in participation in the Buen Fin, which took place last weekend in Mexico. While Kantar estimates that 80% of Mexican consumers took part in the Buen Fin in 2017, 94% engaged in purchases this year. To get informed about sellers’ offers, 84% of consumers went to a website, 71% chose social media, and 53% headed directly to the stores.
According to the Mexican Secretary of Commerce, Services and Tourism, Buen Fin had much better results than last year. Total sales amounted to over 120 billion pesos, almost 8% more than last year. Also, it was indicated that 63% of consumers made their purchases in cash.
However, the good results are due to consumers spending more, and not necessarily because there have been more shoppers. Mexico’s Profeco has announced that only 40% of the population made a purchase during the Buen Fin, and 26% of those consumers bought clothes or shoes. The Secretary of Economy outlined that other popular products were electrical appliances, TV screens, multimedia devices, and furniture.
A survey by VTEX has concluded that e-commerce sales in Chile have decreased by 70% after the start of the political crisis on October 18th. Reportedly, numbers were positive up to then.
Research by IPSOS and Comscore Mexico has found that during Q1 2019, 67% of Mexicans had access to cable or paid broadcast TV, 80% had access to national broadcast TV, and 75% could access the internet. In addition, only 25% of those exposed to paid TV don’t have an internet connection. On the contrary, only 32% of the online population aren’t consumers of paid TV.
US Holiday Consumer Behavior, Data Privacy, Female Soccer… A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous consumer insights roundup here.
A survey by Piper Jaffray of over 1,000 U.S. consumers has found that Apple AirPods are teenagers’ most desired holiday gift. Nike was the second-most mentioned brand, with its number of mentions more than tripling from the 2018 survey. Consumers are expecting to make 46% of their purchases online.
According to the annual survey by the National Retail Federation (NRF) and Prosper Insights & Analytics, more than half (56%) of consumers have already started their holiday shopping. The survey of 7,917 adult consumers was conducted Oct. 31 through Nov. 6. On average, consumers have completed 24% of their shopping, the highest level in the history of the survey. Only 4% have finished shopping.
According to a recent Morning Consult/Business Insidersurvey, U.S. consumers are planning to spend about the same on holiday shopping as they did last year. Just under half (49%) of respondents said they plan to spend the same, while 29% said they plan to spend less, and 14% said they plan to spend more. The poll surveyed 2,329 adults from Oct. 24-27 and has a margin of error of 2 percentage points. Those who said they plan to spend less cited a desire to save money (49%) and pay down debt (38%) as top reasons.
From Yotpo‘s survey of over 2,000 U.S. consumers, nearly a quarter (24.82%) said they’re more brand loyal this year versus last. The survey revealed that around 68% of the consumers believe being brand loyal means repeatedly purchasing from the same brand. The survey also found that 59% of participants who are brand loyal would spend more and recommend that brand to their friends and family. Around 36.4% of survey respondents did not consider themselves brand loyal until they made five or more purchases from a brand. The survey also found that 59.5% of consumers may join a brand’s loyalty program, with 28.7% of consumers wanting more interesting rewards.
Gilt Edge Soccer Marketing has released the Female Passion Report, which found that 28% of female soccer fans prefer the women’s game over the men’s game, while 26% prefer the men’s game. Interestingly, 40% of female soccer fans have become interested in the game in the last five years. On average, they watch 4.1 games per week, and they follow more than four clubs. As we might expect, 61% are more interested in women’s soccer as a result of 2019 FIFA Women’s World Cup. The online survey hosted by Qualtrics included general market and Hispanic consumers aged 13 and older who indicate at least a casual interest in soccer. The study took place during a one-week window in August 2019 with a nationwide sample size of 1,650 respondents.
Management changes at GroupM, Energy BBDO, Nielsen and more. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.
John Legere, CEO of T-Mobile, will step down the role on April 30th. Current President and Chief Operating Officer Mike Sievert will take over in May. Legere will remain a member of T-Mobile’s board.
Christian Juhl, who became CEO of GroupM in July, has introduced a new global leadership team.Mark Patterson will take on the role of Chief Operating Officer. Essence chairman and co-founder Andrew Shebbeare has been named CEO of 2Sixty and interim Chief Technology Officer, GroupM. Colin Barlow has filled the role of Global President, GroupM services. Brian Gleason will be Chief Commercial Officer.
WeWork has named Publicis Groupe chairman Maurice Levy interim Chief Marketing and Communications Officer as the brand looks for a way to achieve profitability. WeWork confirmed Thursday layoffs of 2,400 employees.
Tiffany & Co has hired Daniella Vitale as Executive Vice President-Chief Brand Officer, effective December 1. Former CEO of Barney’s, Vitale will be in charge of ‘overseeing and guiding global strategic initiatives’ for both global merchandising and marketing at Tiffany. Vitale exited Barney’s on 1 November following its purchase by Authentic Brands Group.
Energy BBDO has promoted Jeff Adkins from EVP-Managing Director to President and CEO effective January 1. Adkins succeeds Tonise Paul, who’ll be taking on the new role of Chairwoman and will focus on client relationships. Adkins joined Energy BBDO in 2002.
Nielsen Global Connect announced that Jacqueline Woods will join the company as Chief Marketing Officer beginning Dec. 1, 2019. In this role, Woods will lead all aspects of global marketing, supporting the company’s transformation into an independent, publicly-traded company. As CMO, she will join the company’s executive leadership team and will report to Nielsen Global Connect’s Chief Commercial Officer, Pat Dodd.
People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.
Marie Gulin-Merle, who recently quit the CMO post at Calvin Klein, has been appointed Vice President of Global Ads Marketing at Google. In this role, she will manage Google’s global media spend and set the vision for Google’s marketing business worldwide.
Pernod Ricard has named Ann Mukherjee as Chairwoman and Chief Executive Officer of the company’s North American operations. Mukherjee replaces Paul Duffy, who has decided to move back to Ireland.
Rajaa Grar is now Vice President of Marketing at Snap Kitchen, where she leads brand, digital customer acquisition, and retention strategies across the full marketing funnel. Previously, she filled the role of Senior Director of Marketing at Paula’s Choice Skincare.
Mcgarrybowen is combining U.S. and global offices to introduce a more integrated global offering. Gordon Bowen, founder and Global Chairman of mcgarrybowen and Global Chief Creative Officer of Dentsu, will oversee the global brand vision. Jon Dupuis will take the role of Global President.
Entravision Communications Corporation has announced the promotion of Jose Mateo III and the appointment of Erika M. Marrero to Vice Presidents of Entravision’s Audio Network Sales, effective immediately. Ms. Marrero and Mr. Mateo will be based in New York and will report directly to Liliana Aristizabal, Entravision’s Senior Vice President National Sales for the Eastern region.
E-Commerce trends in Mexico and Peru. Here’s your summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous Latam Consumer Insights Roundup here.
in-Store Media has revealed that Mexicans prefer to buy wine at warehouse stores, according to 37% of survey participants. The most important factor to select the product is the brand, followed by the grape variety and price of the bottle. Over half (55%) of surveyed consumers already know which wine they’re getting before visiting the store. even so, 34% said they have changed their mind about the brand, and 86% said they’re willing to choose a new product if they find appealing information at the store.
Since November 2018, Amazon has launched five Alexa devices in Mexico, among which the Echo Dot is the most popular. Amazon has revealed the list of topics Mexicans ask the most about: animals; movies, TV shows and celebrities; trivia; songs; superheroes; Mexican History; sports; jokes; and alarms. Among the most frequently heard phrases Mexicans tell to their devices are: “Good morning, Alexa”, “Alexa, I love you”, “What’s up, Alexa?”, and “Alexa, I’m home”.
According to Linio, millennials are driving e-commerce more than any other generation in Peru. Peruvian millennials spend four minutes, 27 seconds in average looking for and purchasing products. Most of them research prices on mobile devices and make the transaction on a PC or laptop. Generation Z spends more time researching products, but are not yet spending as much as millennials.
A survey by Tiendeo.mx found that nine out of ten Mexicans said they planned to make purchases during the Buen Fin, on 15-18 November, and spend an average MX $4,518. More than two-thirds of respondents (70%) said they’d make their transactions in physical stores, as opposed to the 30% that claimed they’d use their phone, PC or tablet.
Out-of-home advertising continues to grow hand-in-hand with technologies that provide the consumer with an interactive experience. OOH is expected to grow at a booming rate in the next years, with the global share of ad expenditures reaching 24% by 2021. We talked about OOH to experts Jill Brooks (Business Development Director, U.S. at Latcom), Vanessa Hartley (Associate Media Director, Outdoor Media Alliance, Hearts & Science), Michael Lieberman (Co-Ceo, Kinetic, North America) and Leonor Palao (Creative Brand & Advertising Leader).
Out of home advertising is one of those things that we can’t imagine ever not being in the world. Billboards and street furniture have accompanied consumers on the go for at least a couple of centuries. Today, street furniture (like bus shelters and telephone boxes), transit advertising (placed on buses and taxis, or anything that addresses travelers and commuters, and other media comprise 34% of total outdoor revenue in the U.S.Marketing “on the go” has grown more than anyone could have expected thanks to new technology and integrations with online marketing. In 2017, out-of-home advertising attracted 6% of global ad spending, and predictions indicate it will grow a yearly 4% to reach US $33 billion by 2021.
The King of Traditional Media
Moreover, digital billboards and furniture, as well as other alternative formats, have accounted for the explosion of OOH while other traditional media have continued to fall. According to Magna, DOOH already accounts for 22% of revenue in some markets like the UK and the global share is predicted to grow to 24% by 2021. Therefore, it makes sense to say that OOH is “booming”, and advertisers should seriously explore the opportunities it offers and include it in their multi-channel strategy, particularly now that emerging technologies allow consumers to interact with outside advertisements in ways that we haven’t seen before.
According to the OAAA, consumers spend 70% of their time out of home. Thus, outdoor advertising is a most convenient format, as it reaches consumers wherever they are at any moment of the day. We spoke about this to Leonor Palao, a former marketer at OppenheimerFunds. She says that the reason why OOH is growing so much is perhaps that people pay attention to well-crafted messages they see outside, as opposed to the ads they see online. “Brands are overwhelming their audience with online ads,” noted Palao. “People are becoming blind to ads on their phones and on the web. There is a lot of news about cookies and privacy, and as marketers, we have to think of smarter ways to deliver our messages so they make a greater impact.”
How Has Out of Home Advertising Evolved in the Latest Years?
Technology has allowed outdoor marketing to become digital. Digital out of home advertising, or DOOH, maximizes creativity and location possibilities. It’s not limited to roadside ads or furniture; it can be on a screen in a gym, elevator, airport, taxi, you name it. In addition, the power of online data allows marketers to tailor DOOH campaigns according to consumers’ location, time of day, weather, or other factors.
Brands are overwhelming their audience with online ads, […] as marketers, we have to think of smarter ways to deliver our messages.
“Certainly, over the last 10 years, the proliferation of OOH formats and the overall volume and capability set of digital screens has evolved,” shared Michael Lieberman, Co-CEO, Kinetic, North America. “I am most excited about how we have evolved our understanding of OOH’s value in the media mix. Namely, our ability to measure and derive the true impact of OOH on business objectives and ROI is what will set OOH on its next phase of growth.”
In short, OOH isn’t static anymore. As Jill Brooks explained, “today OOH advertising has evolved with new dynamic digital assets. Thus, messages are more interactive and engaging for their target audience. Additionally, today’s OOH also offers new ways to measure the ROI of each campaign.” Consequently, technology is allowing brands to create more effective efforts overall. “Technology gives us better abilities to serve up unique creative based on what we know about the people who are exposed to OOH,” pointed out Leonor Palao.
How Does OOH Connect to Online Marketing?
Marketers have started to realize the possibilities of integrating digital marketing with out of home advertising. More specifically, synergies with mobile marketing favor greater engagement with brands. “Studies have shown that when someone sees a billboard they are more likely to recognize the brand and click on a mobile ad,” said Jill Brooks. “We let the target get familiar with the brand. We awaken their curiosity so that when they see it on their phone or smart device, they will want to know more.”
As brands leave other more traditional advertising media and shift their investments to an unavoidable and measurable vehicle, OOH will inevitably play a more important role.
OOH and Mobile Working as One
“Social media and OOH also have a symbiotic relationship,” added Vanessa Hartley. “When social components are integrated with OOH campaigns, reach is amplified. Congruently, OOH is the most socially shared media format.” To that effect, Michael Lieberman pointed out that incorporating OOH into a campaign boosts pretty much any other channel. “Incorporating OOH into a campaign boosts the ROI of other channels,” he declared. “With mobile already established as the first screen for most consumer behaviors (and 5G on the way), OOH will continue to prove its value in driving mobile-based business outcomes such as downloads and m-commerce, while boosting results for related mobile activities such as search, social engagement and display/video CTR.”
When discussing her example of the ads in elevator screens, Leonor Palao also mentioned the opportunity to make synergy with the building’s wifi. “We could retarget wifi users who’d seen the ad by their IP address,” she explained. “Once familiar with their location, we hit them with a higher frequency. We hoped that the consumer would get familiar with the brand and recognize the message.”
Is OOH for Everybody? Which Categories Can Benefit the Most?
When we asked our experts about this, we received opposed opinions. Jill Brooks believes that OOH is a good idea for all categories. “As brands leave other traditional media and shift their investments to an unavoidable and measurable vehicle, OOH will inevitably play a more important role,” she told Portada.
Michael Lieberman, on the other hand, thinks that there’s one category that gets the value out of out of home advertising more than the rest. “Through OOH, entertainment really instigates behavior change,” he said. “Entertainment brands use OOH as a way to generate engagement on social media by implementing influencer strategies. Stars post photos of their OOH campaigns on their own social channels. Thus they are amplifying the reach and effectiveness of the OOH campaign.”
Finally, Leonor Palao considers that it’s not about categories, but rather about the message you are trying to deliver. “OOH exposure is a very quick lead. It needs to be a simple message,” she commented. “OOH is an excellent channel for brands that are investing in a brand campaign. Or for brands that have a continuous message that they’re trying to build among a specific audience. Depending on the message that you want to deliver, OOH should be part of your media mix but at a high level.”
What’s in Store for Out of Home Advertising?
According to the OAAA, Q4 2018 was the strongest quarter in 10 years for OOH. Strongest Quarter in 10 Years for OOH. Digitization is leading the growth for total OOH, and digital OOH represented 29% of the total in 2018. Of the top 100 OOH advertisers in 2018, one-quarter were from the technology sector. Apple assumed the top position for the first time.
As the OAAA explains, the success of OOH is largely due to innovation in technology and tools (digital units, audience measurement), plus more efficient sales and marketing efforts. OOH has also been largely immune from the decline in reach and/or consumption that affects television, print, radio and even digital display media to various degrees, especially among younger audiences. Magna forecasts steady growth through 2023.
Influencer marketing has become increasingly more important in the last years. It’s risky, but most marketers continue to invest in this trend. We discussed campaigns and best practices with Paula’s Choice’s Rajaa Grar, Kia’s Eugene Santos, and CH Carolina Herrera’s Fabiola Velarde.
Even though the term “influencer marketing” has increased in relevance during the last years, the concept is not new by any means. Influence has been around since pretty much forever. We hardly ever make a choice without taking someone else’s opinion into account, and it’s no wonder advertising has been taking advantage of that since the very need to advertise came to being.
Reportedly, influencer marketing was born around the late 1800s, when consumer goods brands hired celebrities to promote their products. For certain categories, like beauty and luxury, working with brand ambassadors is almost a given. However, it’s been several years since virtually every brand is getting on the influencers’ ship.
The New Influencer Marketing
Because social media allows everyone to be content creators, influencers are everywhere. Brands can now choose between many types of influencers to help promote a product or service, from an active blogger with a few hundred loyal followers to a celebrity that charges thousands of dollars per post.
According to MediaKix, global influencer marketing might become a $5-10 billion industry within the next five years. Influencers are the perfect intermediary between a brand and its consumers. In fact, in spite of authenticity issues, big companies are trying to improve the transparency of this discipline because of its efficacy. In June, Unilever made a $12 million investment in Creator IQ, a software that helps marketers manage influencers.
We recently shared a full influencer marketing guide in which Band of Insiders, Best Buy, Bimbo, and Drinkfinity discuss five important questions on the topic. For this article, we talked to Paula’s Choice Global Brand / Marketing Leader and General Manager Rajaa Grar, Kia Motors America’s Senior Manager of Marketing & Advertising Eugene Santos, and CH Carolina Herrera’s U.S. Managing Director Fabiola Velarde in order to find out about their experience with influencers, how they measure results, and how they think the discipline will evolve. Keep reading to know what has worked for them and what can work for you.
The Influence of True Love
In 2018, 78% of marketers used influencer marketing to promote their brand. However, this type of marketing doesn’t work for everybody. The main reason, according to experts, is that brands are not doing enough research when they first choose influencers. The key ingredient, in spite of what many might believe, is not the number of followers, but rather, the affinity between a brand’s values and the influencer’s.
“Many of the content creators that we collaborate with are skincare enthusiasts and share our skincare passion,” said Rajaa Grar when we first discussed the topic with her. “They also have followers who are Paula’s choice fans as well. They also truly respect our brand and skincare philosophy, rooted in truth and advocacy and are themselves fans of the brand.”
It’s not that the number of followers doesn’t matter, but it doesn’t always reflect true engagement. Paula’s Choice only aligns with ambassadors that are true fans of the product, and it seeks to forge long-term relationships with them.
“We go through a careful vetting process ahead of any collaboration and of course getting to know our influencers on a deeper level is essential as they are an extended part of our brand family,” shared Grar. “When doing so, the results are not only most authentic, but our brand efforts are reaping the benefits for a longer period of time after the content goes live.”
Storytelling that Empowers Your Consumers
An essential part of your research about influencers starts at the consumers you’re trying to reach. Not only do they need to share the brand’s values, but they also have to be the right communicators of your message. For Eugene Santos, one of the first issues on the way of an influencer marketing campaign was budget. For marketers that target multicultural audiences, one of the first wars they have to win is often fought against management.“You’d think that in 2020 we wouldn’t need to fight to convince organizations about the Hispanic business opportunity,” commented Santos. “But we keep fighting the same fight. Therefore, make sure you can show metrics that the general market understands.”
But Santos’ team, together with their partner Verizon Media, came up with an insightful, culturally nuanced campaign, titled “Give it Everything“, to reach potential Hispanic buyers of the new Kia Soul. “Telling a story allows us to continue to connect with our audience and keeps the brand on top of mind. This might look like a simple project, but it’s making our company reconsider how they think about multicultural,” shared Santos. And so he came up with the idea of having two unique influencers that could tell the Latino story, who could really connect with the demographic because it was also their story.
“How do we tell the underdog story, which is really the Kia story, and how do we tell the Latino story to them?” asked Santos rhetorically. “I want to talk about the professional who is trying to do something different and relate it to my key customer.”
Fashion and Influencers, a Perennial Symbiosis
CH Carolina Herrera has worked with social media influencers for more than 10 years, but it has always had endorsers. What used to be a spread in a magazine has now turned into a 24/7 curation of several social platforms. For CH, Instagram is the most relevant platform. They use celebrities like top models and other fashion icons that reflect the brand’s values.
“We’ve been working every day with celebrities and social influencers for over ten years. Now even more, especially because social media are active all the time,” pointed out Fabiola Velarde. “We have started to identify influencers that can relate to the global market, and we also have activations with local celebrities.”
Because it’s such an aspirational and luxurious brand, Carolina Herrera doesn’t take the influencer selection process lightly. “What we do is I communicate with my team, we look at the influencer and we assess the overall relationship between their lifestyle and what we represent, taking into account in which markets they have more impact” explained Fabiola. “We don’t only look at the number of followers. If we did that, we would risk causing misunderstandings and sending out the wrong message.”
How to Know It’s Working
Marketers agree that one of the main cons of influencer marketing is the impossibility to truly measure its ROI. We can get an idea of a campaign’s success from how much engagement a post receives, but there’s still no way to translate that into sales. “In the end, a good response to a post about our product is between 1% and 1.5% of an influencer’s followers,” shared Velarde.
What Does the Future Hold in Store?
Some dare to say influencer marketing is just another fad. However, research shows it will continue to grow steadily and at an accelerated pace. For the ones that work with this discipline every day, like Fabiola Velarde, it’s not likely that influencers will cease to exist. “We don’t believe influencers will die. It’s not something that started 5 years ago,” commented Velarde. “It’s a group that has always existed, but now the unfamous are getting lots of influencers into the market. Some of them won’t be able to sustain the business, but the ones that are really part of the community will remain strong.”
Not only aren’t influencers going anywhere, but brands like CH Carolina Herrera are also looking for new ways to leverage their influence in more tangible ways. One thing Fabiola Velarde’s team is exploring is the possibility of having influencers as personal shoppers. “Having an influencer at the store would help us provide a whole shopping experience,” she told. “This person could come to store events, bring his or her followers and take the business to a new level.” Even though this idea is still merely a draft, it promises to build a bridge to the side of influencer marketing that has been hitherto impossible to measure.
One Size Does Not Fit All
When asked about what type of influencer works best, Fabiola Velarde mentioned that it all depends on the brand’s message and objectives. For CH Carolina Herrera, there are global efforts and local efforts. “If we use a celebrity or international influencer, it helps with the global projection. But if we want to penetrate into a local market, we definitely work with smaller influencers,” she explained. “Like Leonora Jimenez, who is based in Costa Rica and has a good impact in Latin America. No one knows her in the U.S. or Europe. Or Olivia Palermo, who is very well known in the fashion community in the U.S. and with whom we have extensively worked before.”
To sum up, influencer marketing isn’t going anywhere; it’s merely evolving to adapt to brands’ and consumers’ needs. To work well, objectives, channels and the influencers themselves should fit with the brand’s values, not only to minimize crisis risk but to ensure good results overall. It’s very important to analyze the data, be aware of the results you’re aiming at. We shouldn’t underestimate Influencer marketing, it isn’t easy, but it can really bring you success. It should be a part of your whole marketing strategy, not as an isolated campaign but as a long-term program. If we do it well, it’s a great bet. Otherwise, it can really hurt you. That’s why you should partner with experts.
A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.
Conviva’s recent report on the state of streaming shows overall streaming has increased rapidly, with viewing hours up 53% year over year. Roku remained the most popular way to stream in Q3, up 73% year over year to capture 25% of all viewing hours. NFL streaming tallied a 77% increase in plays led by mobile devices, up 109%. For top streaming providers’ social accounts Facebook led in followers, Instagram led in engagements, and YouTube led in social video views.
U.S. President Donald Trump’s approval ratings are underwater among Hispanics in Florida according to a statewide survey of 600 voters conducted by the Business and Economics Polling Initiative (FAU BEPI ) in Florida Atlantic University’s College of Business. The poll shows Hispanics overall have an unfavorable opinion of Trump, with 48% disapproving of his job performance, while 31% approve, and 22% are undecided. Trump’s approval is underwater with Puerto Ricans at 64% disapproval and 19% approval. However, those from Mexico are split, with 43% disapproval and 38% approval. Cubans provided a bright spot for Trump, with 47% approval and 28% disapproval.
According to the new study Pet Population and Ownership Trends in the U.S: Dogs, Cats, and Other Pets, 3rd Edition by Packaged Facts, more than half (54%) of American households have a pet, and households with pets will total 67 million in 2019. The two most popular pets, dogs and cats, live in 39% and 24% of U.S. households, respectively. One in eight households has other pets—including fish, birds, reptiles, or small animals such as rabbits, hamsters or gerbils. A key trend shaping today’s pet owner population is its increasing diversity. Compared to a decade ago, pet owners are now more likely to be a member of a multicultural population segment (28% in 2018 vs. 22% in 2008).
A new study by Twilio has found consumers prefer email and text when talking to brands, despite a wide availability of channels. The survey, which includes responses from 2,500 global consumers, also concluded that consumers are more likely to reward businesses that adhere to their preferred channels. The study found include that channel, frequency and timing will influence consumer behavior and sentiment, as 94% of consumers reported they are annoyed by the current communications they receive from businesses, citing high communication frequency (61%), irrelevant content (56%), not remembering opting in (41%) and being contacted on the wrong communication channel (33%) as the reasons.
A new U.S. nationwide survey by Genesys of 800 consumers over the age of 18 has concluded that 68% have positive interactions with customer service bots. While 21% say they can “almost always” resolve their issue through a bot without escalation to a customer service representative, 47% say they can do this “more than half of the time.”Moreover, 73% of respondents are open to dealing with a chatbot, even though half (51%) say this is only when the issue is simple or transactional, such as checking account balances, resetting passwords or confirming order status.
According to research firm Toluna, 58% of U.S. consumers of all age groups identify themselves as being ‘extremely’ or ‘very’ environmentally conscious, with almost half (45%) of those aged 18 to 34 stating that it is extremely important to buy goods that are produced in an environmentally friendly way. More than a third (37%) of the 1,000 U.S. consumers who took part in the survey say they seek out and are willing to pay up to 5% more for environmentally friendly products.
Comscore CEO position filled, Papa John’s loses its CMO and more marketing moves this week. Portada is here to tell you about it. Check out last week’s Changing Places here.
NBCUniversal Owned Television Stations, a division of NBCUniversal, has announced that Jorge Carballo, the current President/GM of Telemundo 51/WSCV, will oversee operations for NBC 6/WTVJ, effective January 1, 2020. WSCV and WTVJ are NBCUniversal’s local television stations that serve English and Spanish-speaking audiences throughout the Miami-Fort Lauderdale market. In his expanded role, Carballo will manage all station operations. He will report to Valari Staab, President, NBCUniversal Owned Television Stations.
Ben Alexander has been promoted to National Director of Multicultural at Zeta Global. Alexander works out of Zeta Global’s New York City Office. He has held executive positions in companies including Sabio Mobile, Pulpo Media, and People en Español.
Krysten Casabielle has been promoted to Managing Director at multicultural communications agency Pinta. She previously held the position of Senior Account Director, serving as the strategic lead for clients including Microsoft, Heineken, the National Football League (NFL), and Carnival Cruise Line. Krysten joined sister agency, JeffreyGroup, in 2008, and has been a part of Pinta its launch in 2014.
IAB has named industry veteran Rick Berger to the role of Vice President, Member Engagement. He will be responsible for increasing member engagement and satisfaction, developing the trade group’s strategic partnership programs and helping its member companies meet their business objectives. He joins the organization from Conversant, the digital platform arm of Epsilon, where he worked as Senior Director of Business Development for the restaurant segment.
Papa John’s has announced that Karlin Linhardt is stepping down from the role of CMO after just eight months. As part of the latest leadership moves, Chief Operating and Growth Officer Mike Nettles is also leaving, and Chief Financial Officer Joe Smith is set to exit next year.
Comscore has promoted Bill Livek to Chief Executive Officer and Executive Vice-Chairman. Livek will replace Dale Fuller, who served as interim chief executive when Bryan Weiner abandoned the post over “irreconcilable differences” in May.
We looked at Comscore E-commerce data about the top 15 online retail sites visited by shoppers in the U.S. in September of 2019 and how they scored in numbers of visitors.
Coming after last January’s stellar results, where Amazon’s fourth-quarter net sales jumped 20% over the previous year’s, the online retailer has seen its earnings drop in Q3 of the year by 26%, which might be correlated to the decrease in its first-place position to 20.9% of all visits in September compared to 21.9% in January.
Number of visitors to the Top 15 e-commerce sites in the U.S., September 2019
Total Audience, Home and Work, PC/Laptop (000)
Total Unique Visitors/Viewers (000)*
Apple.com Worldwide Sites
The Home Depot, Inc.
Best Buy Sites
Source: Comscore *Numbers reported as shown
On the heels of a stellar year in 2018, Amazon got off to a strong start in 2019 as it expanded its share of online visits to its retail site to 21.9% of all visits to the top 15 retail internet sites in the US ranked by Comscore for the month. Since then, Amazon has decreased its share of site visits in the U.S. with 20.9% in September, 2019. Amazon’s leadership in online site visits is still undisputed in spite of the 26% drop in earnings in Q3.
Walmart and eBay have kept the second and third spots within the top 15 retail sites in the U.S. ranked by Comscore, with 11.9% and 10.6%of the total amount of visits respectively.
Apple.com continues to hold steady at 4th place in the top 15 retail sites ranked by Comscore.
Target, Samsung, Wish and Etsy keep fighting for spots 5 to 8, with numbers that have slightly changed since the January report.
DOORDASH.COM has entered Comscore’s ranking with 3.1% of all visits, pushing out LOEWES.COM, which held the last spot of the ranking in January.
Retailer Kohl’s continued to suffer a downward trend in its ranking in the top 15 retail sites in the U.S., going from 3.8% of all visits in January to 2.8% in September.
These are the marketing appointments and disappointments of the week. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.
Koddi, a marketing management software company for the travel industry, has announced that Carlisle Connally has joined the company as Vice President, Customer Success & Strategy. Connally will oversee Koddi’s efforts related to customer experience. Prior to joining Koddi, Connally established and led Marriott International’s Global Paid Media team across all Marriott brands and the loyalty program.
Davis Elen, one of the West Coast’s largest independently owned advertising agencies, has announced the appointment of John Papadopoulos as Senior Vice President – Media Director. In his new role, John will be responsible for leading media strategy, planning, negotiation and execution as well as sports sponsorships and partnerships for all Davis Elen clients. Most recently, John was Vice President at RPA, where he oversaw all facets of Honda media.
Del Real Foods announced the appointment of Michael Axelrod as its new Chief Executive Officer. Axelrod most recently served as CEO of Passport Global Foods and Fine Choice Foods, a manufacturer of globally inspired cuisine, and as President of TreeHouse Foods’ Condiments division.
Walgreens has named Patrick McLean as new Chief Marketing Officer, replacing Alyssa Raine. McLean previously served as CMO at TD Bank. In his new role, he’ll be in charge of all of Walgreen’s marketing activities. Raine remains at the company as Vice-President of Brand Marketing Strategy and Planning.
McDonald’s has fired its Chief Executive Officer Steve Easterbrook after it was disclosed that he had a relationship with an employee. Easterbrook first arrived at McDonald’s in 1993. He left briefly in 2011 to before returning in 2013. He was named CEO in 2015. He will be replaced by Chris Kempczinski, most recently president of McDonald’s USA.
Mexican holidays are a cultural big deal. Here’s your summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.
Recent research by Comscore shows Brazilian digital users spend the most time online per month (92 hours per user on average) when compared to the rest of the region. Second is Argentina with 82 hours and third comes Mexico with 65 hours per user. Peru, on the fourth spot with 25 hours per user, boasts the highest percentage of centennial users in the region, as they represent 30% of the online population.
According to a survey by Ofertia,56% of Mexicans celebrate the Day of the Dead. This is Mexico’s favorite fall tradition; in contrast, only 2% celebrate Halloween, 25% celebrate both, and 17% of respondents said they don’t care for either. Last year, Mexican consumers spent $556 MXN in costumes on average.
The new Salesforce study Connected Shoppers has found that 79% of Mexican consumers expect to make a purchase during El Buen Fin, a weekend in November in which most retailers offer discounts and specials. Most consumers will make omnichannel purchases, as they’ve done in the past. As the study shows, 62% of Mexican Buen Fin consumers have purchased a product online and picked it up later at the store.
Deloitte has published the results of a survey that explored consumer behavior around different technologies and mobile services. The firm surveyed 2,000 Argentinianconsumers and found that 50% of respondents buy mobile phones at physical stores, as opposed to last year’s 56%, while 20% make the purchase online.