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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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new Intel chief marketing officerKaren Walker, formerly Chief Marketing Officer at CISCO, has stepped down from her role at the company and will be joining Intel as the new CMO. She previously served as Vice President of Marketing, Americas, for HP.

 

 

 

 

 

The Drum has appointed Matt Sullivan to U.S. Vice President. Sullivan has moved to New York from London to take up the role, in which he’ll assume responsibility for consolidating The Drum in the market, as well as launching new services.

 

 

 

GroupM’s MediaCom unit has appointed Nadine Thomson to the newly-created role of Global Chief Technology Officer. In her role, Thomson will lead MediaCom’s Global Data Solutions team.

 

 

 

 

new R/GA global chief marketing officerInterpublic’s R/GA has promoted Jess Greenwood from U.S. Co-Chief of Strategy to Global Chief Marketing Officer. She joined the agency in 2012 in a strategy role.

 

 

 

 

 

Brad Wilson, former Chief Marketing Officer of LendingTree, has joined Disney Streaming Services as executive VP of Performance Marketing for Disney Plus and ESPN Plus.

 

 

 

 

 

current linkedin chief marketing officerLinkedIn Chief Marketing Officer Shannon Brayton has announced that she will step down by the end of the year to spend more time with her family. Melissa Selcher, currently LinkedIn’s VP of Brand Marketing and Corporate Communications, will replace her.

What: Multicultural Audience Measurement experts offer Portada insights around the problem of audience under-representation.
Why it matters: Measurement firms under-represent multicultural audiences by as much as 25%, which causes a negative impact in media investment and produces overall flawed results.

 

Audience measurement has never been more complicated, as cultural nuances and consumer behavior shift and change, and the proliferation of new technologies demands multi-channel strategies. The task is even more difficult when it comes to measuring multicultural audiences. Experts tell Portada major measurement firms under-represent these audiences by as much as 25%. If this is the case, the media budget for targeting multicultural audiences should be substantially higher than it is right now. Just for Hispanic marketing, Portada estimates overall expenditures of US 6.07 billion in 2019. However, if firms under-represent audiences by up o 25%, media expenses could increase by up to US 1.5 billion. Admittedly, this is a back-of-the-envelope calculation. Nevertheless, it highlights the importance of accurate multicultural audience measurement in satisfying clients’ needs, and its potential for the multicultural media industry.

The lack of a common audience measurement currency in multicultural audience measurement impacts media investment levels negatively.

Competition Rising

For many years now, companies like Nielsen and Kantar have offered advanced TV audience measurement. However, competition has increased. New players offer digital solutions that claim to be more comprehensive. This forces the bigger players to think of new ways to keep up with how audiences move and evolve. Inconsistencies between reported data reveal the lack of a common audience measurement currency in multicultural audience measurement. Hence, there’s a negative impact in media investment.

Furthermore, marketers’ biases lead to incorrect data interpretation. In turn, this leads to bad consumer experiences and negative overall results. How can we expect to move the needle if we can’t even tell where it is? In order to find out more about how to face these challenges, we talked to experts who understand how audience measurement impacts media planning and buying: Dana Bonkowski, SVP, Multicultural Lead at Starcom; Mebrulin Francisco, Managing Partner, Sr Director, MPlatform, GroupM; Nelson Pinero, Senior Digital Director, Senior Partner at GroupM; and David Queamante, SVP, Client Business Partner at UM Worldwide.

 

Audience Under and Over-Representation

All interviewees agree that multicultural audiences are still under-represented by major measurement firms. One of the reasons for this, explains Mebrulin Francisco, is the lack of insight into how audiences behave. Francisco mentions as an example all those times when data providers collected data on Hispanics. But once her team digged deeper, they realized the majority of Hispanics represented were English-dominant. This is a big issue because “it means the data is not representative of all the Hispanics in the U.S., creating a blind spot,” she says.

Mebrulin Francisco

The same has happened in the other extreme, where you can have over-representation of Spanish-dominant consumers, creating a blind spot for Bilingual or English-dominant Hispanics. “This is especially the case within sets that depend on cookie level data,” Francisco explained. “If this is true for the Hispanic segment, which is the largest among multicultural consumers, think about the under-representation of African-American or Asian segments. Many data providers do not even report on these multicultural sub-segments.”

 

Language preference won’t singlehandedly define and capture an audience. So, in many cases, a large portion of a given audience is not captured. 
Dana Bonkowski

Therefore, the first thing is having a representative sample of the audience. It might seem obvious, but in the words of David Queamante, “Unless measuring companies take the time to ensure they are gathering information from a representative sample of users, they will under-count multicultural audiences by default”. This represents a challenge. As Dana Bonkowski mentions, “engagement with culture-driven content is often the best signal to identify whether or not a person is ‘multicultural’. But language preference won’t singlehandedly define and capture an audience. So, in many cases, a large portion of a given audience is not captured.”

 

Multicultural Media Consumption is Elusive

Marketers have long assumed that a universal approach can reach audiences. However, “in doing so they fail to identify key nuances in motivations, attitudes, and behavior across consumer segments leading to an incomplete marketplace assessment,” explained Mebrulin Francisco. In the case of multicultural consumers, it’s even more complicated to hit the mark: Since datasets are limited, firms “do not flag multicultural consumers accurately and do not provide a holistic view of the brand’s performance, blurring meaningful insights,” said Francisco.

Multicultural media consumption is concentrated on certain outlets that [aren’t always] included on measurement companies’ surveys and reports. Therefore, multicultural media consumption may seem to ‘disappear’.
David Queamante

Moreover, multicultural audience measurement is rarely accurate. Why is that? As David Queamante explains, “Multicultural media consumption is concentrated on certain outlets that may not always be large or prominent enough to be included on the measurement companies’ surveys and reports. Therefore, multicultural media consumption may seem to ‘disappear.'” Besides, as Queamante mentions, not all measurement companies offer surveys in Spanish. This oversight considerably reduces the representation of Spanish-dominant Hispanic audiences, for example.

 

Privacy Issues Complicate Measuring Even More

This new era has brought significant advantages. For example, we can measure whatever happens as long as it happens online. However, the fact that it’s now easier to use and collect data as also brought up important privacy issues. Nelson Pinero predicts: “With audiences paying a little bit more attention to how and which personal data is being shared, it will become a bit more difficult to reach a diverse audience.”

Nelson Pinero

However, this is already a reality. Media buyers and agencies are working together around the problem of accurate audience measurement. But “what follows now is all part of the balancing act between data and the years of experience that allow the media buyers to react dynamically to market conditions and to, ideally, optimize plans,” adds Pineiro. “Audiences will take more control of how they are reached, and agencies trying to find the right audience will need to cross-reference their deterministic/probabilistic data to enhance plan performance.”

What Happens Now?

The obvious prediction is that data science will become even more important in the digital world. “Measurement is the new black,” declares Mebrulin Francisco. “As we push towards a data-driven age in marketing, science, quantification, and data are going to continue to be a cornerstone of decision making. If I cannot measure the impact of my investment, understand my audience impression on a site, or reach potential, it will be very hard to make a case for using a partner.”

Start building out multicultural and cultural expertise in house to accurately represent these audiences in your data streams.

Moreover, the immediate future is inescapably multicultural. Marketers need to use art to harness the power of all this data in order to represent audiences accurately. Experts like Mebrulin Francisco believe a good way to start is with first-party data. “If you are in the audience measurement space my recommendation is to start building out multicultural and cultural expertise in house to accurately represent these audiences in your data streams.”

When asked for her views on the future, Dana Bonkowski shared the hope that “marketers invest to better understand the business-building power of multicultural audiences. More than 30% of all Americans fall in one or more ‘multicultural’ audience buckets. The question should be “How can you afford not to invest against better multicultural audience measurement?”

 

We caught up with Kia Motors America’s Eugene Santos, Senior Manager, Multicultural Marketing, about Kia’s new multicultural campaign, Driving Forces. Anything related to the Hispanic market comes to Santos’ desk first, so he knows a thing or two about how to market to Hispanic consumers. He told Portada New York 19’s audience all about Kia’s first time using influencer marketing to target Hispanics. 

Eugene Santos, Senior Manager of Multicultural Marketing at Kia, has spent years practicing how to market to Hispanic consumersThe last time we spoke to him, he gave us a preview of what he had in store for the brand’s next Hispanic-oriented campaign. All we knew at the moment was the goal, to reach the Hispanic segment through an emotional connection to the brand’s new slogan. Fast forward to a couple of months later, Kia has launched Driving Forces, a campaign that involves real Latino stories.

Eugene Santos discusses Kia’s Driving Forces campaign at Portada New York

“We launched a message during the super bowl: Give it everything,” Santos said to an audience of fellow brand marketers at Portada New York. “In the past, Kia has been successful with Superbowl commercials. But now that the message is out there, what do we do with it? What does it mean? Especially for Latinos.”

The problem facing automakers these days, according to Santos, is that vehicles are smarter and last longer, so consumers are holding to their cars for more time. “The need for an automobile has decreased,” Santos pointed out. But the campaign has already proved to be fruitful, as the 200-percent increase in traffic to the Kia Soul landing page shows. Santos shared this and other pieces of information in exclusive at Portada New York… metrics not even Kia’s management had seen!

 

Still Talking Up the Hispanic Market

For a Korean brand that is relatively new to the U.S., the new Driving Forces campaign is a huge deal. “As all multicultural marketing managers know, budget is an issue,” said Santos. “Since Hispanics account for 18% of the population, General Market assumes we should have 18% of the marketing budget, but it doesn’t work that way.”

In fact, a real problem that stood out throughout the Portada New York conferences was the need to convince management of the relevance of Hispanic consumers. “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.

The good news is: insightful, culturally nuanced campaigns are an important step to increasing companies’ awareness…, and getting a few more ad dollars. “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.

 

An Effective Campaign Will Take You Far

As Eugene Santos explained, a successful campaign can yield results that are very important for the long run: not only can it get you more budget with management, but it can also ease you into the next step of your strategy.

That’s why Santos likes storytelling; it can elevate your brand by telling relatable stories to consumers and then follow up on those stories. But many times complications arise from the start in multicultural marketing. Whether it’s the lack of multicultural representation in management, inaccurate audience measurement or a lack of creative assets, it’s still difficult to know how to market to Hispanic consumers, starting from the (still relevant) question of what language to use.

 

Problem: How to Market to Hispanic Consumers

“When people think ‘Hispanic’, they automatically assume they have to use Spanish,” told Santos. “It doesn’t have to be that way. So for the first time, we’re using English-language creative to reach Hispanics. Bilingual and bicultural creatives go a long way.”

But the problem persisted: how could they elevate the Kia brand in a meaningful way? There were many factors at play, like limited assets, recent leadership changes and a low budget. “For a long time people have assumed that Kia is a cheap Korean Brand, but for the last 5-6 years, Kia has been recognized with top quality distinctions with brands like Mercedes and Porsche,” pointed out Santos. “Kia has various brand messages, but the objective was to dilute it into one message that created top brand consideration.”

 

Answer: Brand Ambassadors Who Share the Consumers’ Stories

Influencers are a risk, and yet most marketers have experience with them. They all learn that the only effective influencer marketing is based on brand ambassadors that share a true affinity with the brand’s values. For that reason, Santos chose two unique influencers that could tell the Latino story, because it was theirs.

“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.”

Consequently, Kia worked with Andrea Londo, a self-proclaimed border child who commuted from Tijuana to San Diego every day to go to school. Now, she is living her dream of being an actress. “You probably don’t know her, but in 2-3 years you will,” assured Santos. On top of everything, Londo drives a Kia Optima, which made for a perfectly organic fit.

Click here to learn Andrea Londo’s story

Clara Pablo, the other influencer featured in the campaign, is the manager of Miami-based Latin Pop group CNCO and of Colombian singer Maluma. Music is one of Kia’s verticals, which allowed for an organic fit with Pablo. In addition, she’s a breast cancer survivor and awareness advocate, which adds “a humanistic element that allows us to send out a message not only about cars but beyond. Young Latinos want to connect with brands that stand for the same things they do.”

Watch Clara Pablo’s story here

 

Once You Have the Right Message, Put it In the Right Creative (and Get the Right Partner to Do It)

One of the first things to do if you wish to launch a successful campaign is choosing the right partner. Because of the various problems multicultural marketers have to face, an agency that can really carry your message is as important as the message itself. For the Driving Forces campaign, Kia partnered up with Verizon Media. “We knew they could programmatically expose our message to a wider audience that is bicultural. Also, their creative studio, RYOT, could help us with assets that allowed us to show our message in relation to the creative,” explained Santos.

Together, they came up with docu-style creatives and an array of branded formats to tell the story of Latinos and Latinas. Through the two “driving forces” the brand chose as ambassadors, they focused on upbringing, biculturalism, accomplishments and their will to tackle a challenge. “The main goal was for them to connect with us,” stressed Santos. “We wanted to hit them at different points of their journey to let them know that we’re here for them and we understand them.

 

Results (Spoiler: Cultural Marketing Works)

The results so far have been positive. The completion rates above the benchmark of both videos show that consumers are interested. Also, CTRs are the same in Spanish and English, so language doesn’t always matter as long as viewers really connect with the message. “If the emotional component is there, they’ll stick around and come back,” said Santos. Reach and engagement have also been good, which has given Santos the confidence to ask for more budget.

Ultimately, Santos concluded that it’s all about three key rules. First, define your strategy: be clear on what the content should speak to and ensure alignment to overall brand strategy. Second, listen to your gut. Pick a partner that can execute and deliver significant reach for your targeted audience. Finally, don’t forget to ask yourself this question: what’s my next move?

 

Featured image designed by welcomia / Freepik

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next career move? Check out Portada’s Career Board!)

 

According to a statement from M&C Saatchi L.A., Huw Griffith, CEO of M&C Saatchi North America, has died at age 55. The statement reads: “An innovative and visionary leader, Huw inspired the people, clients and partners who had the privilege of working with him with his kindness and generosity. We’re enduringly grateful for his decades of leadership and commitment, and he will be sorely missed by us all.”

 

 

 

Grey Group has promoted Nirvik Singh to Chief Operating Officer. As COO, Singh will lead the development of Grey’s integrated marketing model; identify acquisition targets and new capabilities to enhance the agency’s offering and build its future-facing digital, social, shopper marketing and design practices.

 

 

 

BBC Studios has named Argentinian Karina Dolgiej VP of Content Sales for the Latin America and U.S. Hispanic markets. In her new role, she’ll be in charge of optimal distribution of BBC Studios’ content across broadcast and digital channels in Spanish-speaking Latin America and the U.S. Hispanic market, as well as overseeing the sales teams in Miami and Mexico City.

 

 

 

Lee Applbaum has been named CMO of cannabis brand Surterra Wellness. He previously served as Global CMO of the Patrón and Grey Goose brands at Bacardi. At Surterra, he’ll lead global marketing teams in product innovation, integrated brand marketing, retail branding and sales management.

 

 

 

 

Lorena Nunez has been promoted from Associate Marketing Manager, Multicultural to Associate Director, Multicultural at Allstate.

 

 

 

 

Consumer insights platform DISQO today announced the appointment of Jean-Philippe Durrios as its Chief Financial Officer (CFO) and Chief Operating Officer (COO), as the company prepares for accelerated growth.

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Centerline Digital, the B2B customer experience marketing agency, has announced the appointment of its executive vice president of Digital Media, Jerry Tomaiolo. Joining the team in their Raleigh headquarters, Tomaiolo will be charged with optimizing the company’s digital media strategies at scale by incorporating machine learning and analytics into the creative process.

 

 

 

 

 

 

IAB, the national trade association for the digital media and marketing industries, has named digital publishing and mobile product expert Zoe Soon to the role of Vice President for Mobile.

 

 

 

 

 

 

Fandom appointed Stephanie Fried as Chief Marketing Officer. Fried, who had been executive VP, marketing, research & analytics at Condé Nast, will be responsible for creating stronger connections with Fandom’s audiences across platforms and enabling brands and content owners to engage with those fans.

 

 

 

 

 

IPG Mediabrands’ Philippe Krakowsky has been promoted to Chief Operating Officer. Krakowsky will work directly with Michael Roth, the 73-year-old chairman and chief executive of IPG. Both will oversee the entire business but Krakowsky will focus on Mediabrands including Acxiom, Carmichael Lynch, Deutsch, Hill Holliday, Huge, and R/GA.

 

 

 

 

 

Entravision Communications Corporation announced the appointment of Robert McCauley as Senior Vice President of Integrated Marketing Solutions, and Erin Voden as Senior Vice President of Integrated Marketing Solutions for its Washington, D.C. market, both effective immediately. They will both report to Juan Navarro, Regional Vice President of Local Media Sales.

 

 

 

 

 

Experts in Influencer Marketing campaigns discuss best practices. Vivian Baron, Founder and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico’s E-commerce Subdirector José Camargo, Grupo Bimbo’s Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders’ Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity’s Director of Business Innovation & Marketing Yamile Elias.

How powerful can influencer marketing campaigns be? Is it for everyone? During the last years, the trend of using influencers as a tool to amplify a campaign or message has grown to a great extent. As Vivian Baron, Founder and Creative Chairwoman of Band of Insiders believes, “It is no longer about the relationship with the media, but rather about how we amplify our client’s message correctly. There’s great interest placed on influencer marketing, but there’s also a great lack of knowledge around it.”

In spite of this lack of knowledge, many brands have tried to take advantage of the opportunity that influencer marketing represents. Unfortunately, not everyone has succeeded. “Digital platforms are so strong today that influencer marketing can have a hugely negative effect,” asserted Baron. “It should be taken very seriously.”

Can (or Should) Any Brand Take Advantage of Influencer Marketing Campaigns?

With the buzz around this type of marketing, every brand wonders if influencers can boost their ROI. While this can and does happen, it isn’t as simple as some could believe, and influencers can help a great deal in things that are not necessarily direct sales. “Influencer marketing is key in any brand, not only to create awareness but for many other things,” said Yamile Elias, Director of Business Innovation & Marketing, Drinkfinity/Pepsico. “At Drinkfinity we’re using it for insights, to ask the consumer certain things. When we have a problem they can help us solve it, but only if it’s a good fit.”

For Giustina Trevisi, Global Consumer Engagement Lead at Grupo Bimbo, brands are already surrounded by influencer marketing, and it would benefit them to adopt a position towards it. “Influencers are something we can’t ignore. It’s a ‘can’t hide’ matter, where the question is ‘how to leverage‘,” asserted Trevisi. Influencers are a great tool in any ecosystem, but it doesn’t work on its own. You’re not supposed to have an Influencer Marketing strategy on its own, but rather include it in your overall communication strategy.” Moreover, she agreed with Yamile Elias that this tool helps in diverse areas, such as crisis management, campaign support, and PR and perception. While these don’t have a direct impact on your ROI, “they obviously expand reach,” she said.

What matters now is the content, sales should only be the consequence.

What Are the Keys to Crafting Successful Influencer Marketing Campaigns?

Giustina Trevisi summarized the essential elements when sharing one of Bimbo’s stories of success: 1. Objective, 2. Target, 3. Creative. “The first step is knowing the objective and whom we intend to reach. We held onto a current event, something that was happening at the moment (Peru qualified for the World Cup), and we focused on getting the formats, times, and platforms correctly,” she told. “You need to choose the correct target and influencers according to your objective and budget. If you show the idea to management and they don’t like it, that is a good sign, as it’s not for them.”

A Matter of Strategy

You need to choose the correct target and influencers according to your objective and budget. If you show the idea to management and they don’t like it, that is a good sign, as it’s not for them.

“Influencer marketing should be carried out in very strategic ways,” added José Camargo. “For Best Buy, something that has worked really well is these people we call ‘insiders’ that don’t even know they are influencers. These kids can get 3-4 thousand people in 20 minutes for an opening.” What matters the most, he emphasized, is a good fit between the influencers’ values and those of the company: “The brand and the influencer should have similar values. Only when the influencer is convinced by the brand are the publications really natural: the brand’s ideals rub off on his or her posts and comments.”

How to Select an Influencer?

As we have seen so far, having a clear objective matters, but so does selecting an influencer that matches that objective. The first thing, then, is knowing what each type of influencer can achieve.”There’s an influence pyramid that we can divide into mega, macro, and micro. Each one of these has different results,” explained Leonardo Vargas. “However, the new trend is ‘hidden influencers’, people who have an impact both online and offline. We need to look at their profile and their basic social circle in order to provoke a more direct impact on sales.”

Having an expert to deal with them helps with the flow and builds long-term relationships.

For Better Results, Employ an Expert

The next thing would be the actual process of selection. For Giustina Trevisi, this is much easier with the help of a specialist. “I would recommend others to work with influencer agencies, to work with experts,” she stated. “It’s important to have someone who knows how to handle them, have a good communication with them. We work with several specialized agencies who take our brief, give it back, then we do a second brief, they give it to the influencer and then they present a creative proposal. If I do the regulation part, I lose the emotional component. Having an expert to deal with them helps with the flow and builds long-term relationships.”

Can Technology Make the Process Easier?

“We have to automatize processes through platforms, technology, data, correlations… We need to use what’s available, but the decision has to ultimately go through a human filter who knows the target and can make sense of everything,” said Giustina Trevisi. “A tool can give you a diagnosis, but a human being has to make de decision. A machine uses algorithms, but the context has to be human.”

“I’m in favor of digitalization and automatization, but the human part is inescapable,” agreed Leonardo Vargas. “Instagram stories, for example, can give you very complete information, but only when you have a team of experts constantly looking at what’s going on on social media. Every day there are more platforms; with just one click you can execute a campaign, but we need to go back to the brief. Everything needs to be taken care of.”

 

What Can We Expect for Future Influencer Marketing Campaigns?

It’s easy to see where we’re going if we take a quick look at where we’ve recently been. As Yamile Elias commented, “If we analyze the number of times people search the word ‘influencer’, we find that the number has grown 200% since 2016, and it grew 60% in the first quarter of this year alone. Estimations show the budget for influencer marketing in the U.S. to go up to 5-10 billion dollars.”

 Facebook, Twitter, etc. have become just another showcase for brands, and consumers don’t want to see that anymore.

According to Leonardo Vargas, there are already a couple of trends that we can expect to see in the near future. “One: strategies linked to SEO and automatized keywords, which are different to Google’s ad words because they get placed on social media,” he explained. “Two: audience marketing for influencers; a type of audience analysis that helps you know what works, not what looks well. A new trend that will be very important, and it’s a great time to be pioneers, is the rise of new social media. Facebook, Twitter, and the others have become just another showcase for brands, and consumers don’t want to see that anymore. There are new social media that are going back to what Facebook and Twitter were about originally, like Mastodon, in which users are in control and it’s free of ads.”

In Conclusion…

In short, we should try to go deep into the influencer marketing campaigns tool instead of staying at a superficial level. Influencers are for every brand only if the strategy is very clear. Objectives, channels and the influencers themselves should fit, 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.

 

What: Apps are undeniably changing the marketing landscape. Consumers can also choose from a myriad of options, making it difficult for brands to find the right app marketing strategies.
Why it matters: Today’s marketing is all about attracting loyal consumers and building meaningful connections with them. It’ also about finding the right app marketing strategy to be relevant on mobile platforms. Apps can be a shortcut to success. But you have to know how to tackle the challenges.

As the world diversifies and gets more complex, the ways and media for doing advertising multiply faster than a mortal marketer can count them.  Today, the average person walks around with the whole world inside a 5-inch screen in the palm of their hand. Their attention span is of no longer than 8 seconds.  But they consume great amounts of content through mobile.

One way for consumers to connect with brands in a practical way is through apps. According to Nielsen, people spend an average of 30 hours per month in them. Easier said than done, though. There are about 3.8 million apps available for Android users (2 million for Apple consumers). However, the app market has the potential to grow to over US $100 billion by 2020. There’s no doubt having an app can get you noticed. It can bring you added success and ROI. But major challenges could make the risk not worth the pain.

Number of Apps per Store in Q1 of 2018

Getting Your App Found is the First (and Easiest) Part

The first step towards a meaningful connection with a potentially loyal consumer is, logically, getting your app installed. This in itself encompasses a big part of app marketing. There are many ways to market an app (just as there are to market everything else). Statistics show all those methods work really well in getting installs. In 2017, there were 197 billion app installs versus 149 billion in 2016. That’s a 50 billion jump in one year. If Statista is projecting right, by 2021 the total app downloads number will jump to a stunning 352 billion.

But how do users even find that many apps to install? According to a 2015 study conducted by Google and Ipsos MediaCT in which 8,470 smartphone-owners had used apps in the previous week, 40% of users browse for apps in app stores. Even though this is true, there is a series of other ways to find out about apps. The easiest one is perhaps a search engine. Especially for local apps, it’s rather easy to get noticed when you provide a service that people are prone to look for. Tech reviews and travel facilities are categories that throw most app results at search-engine users. Also, for this reason, experts recommend search ads as an app-marketing tool. Fifty-percent of people (participants of the Google survey) who downloaded apps said they were prompted to do so by a search ad.

App marketing strategies to Get Noticed (In Any Which Way You Can)

The ways to do this are simple. Competition, however, demands creativity. It won’t matter if you put hundreds of display and video campaigns in place if you don’t offer a unique value to users. As James Tiongson writes, “People turn to apps to ease their daily grind, and they’re more likely to use them if they serve a specific purpose,” and one way to do this is with mobile app install campaigns that allow brands to reach audiences that are looking for an app similar to theirs.

People turn to apps to ease their daily grind, and they’re more likely to use them if they serve a specific purpose.

Google’s research revealed that two in three consumers look for apps that simplify their lives, like a retail app that includes sale details and coupons for when shopping in-store. “Brands can avoid getting lost in the app fog if they provide clear value,” adds Tiongson, and they certainly should feel so inclined.

 

 

 

Installs Are Just Like Votes (They’re a One-Time Thing)

However, the biggest problem with installs, just as it can be done with a Facebook like, is that they can be undone. 38% of users who download an app that will make a purchase easier uninstall the app right after the transaction has been completed. A great number of apps aren’t even used once they’ve been downloaded. Getting an app noticed is only the first step. But even if it is easy to find everywhere, nothing guarantees it’ll be retained, or even launched for the first time.

In order for your app to be installed and launched, it needs to have several elements clear. For example, a good landing page shows your app before it’s launched. It’s more likely to be effective if it provides concise information about the company, its offering and why it’s different and valuable. When users have to decide if they’ll give you a chance, you need to offer them a carefully planned app name, description, icon and screenshot selection. All this should be thought of with App Store Optimization in mind.

The ability to architect a comprehensive app marketing strategy–one that prioritizes quality over quantity and engagement over installs–is what will distinguish the leaders from the also-rans.

Once an app is out in the market, there are a number of KPIs to take into account in order to ensure the success goes beyond the install, as shown in this infographic by RubyGarage. Depending on the results, you will know how to tweak your app marketing strategy.

Ultimately, Retention Beats Installs Every Time

Once a number of users have given you a chance, the question is how many of them will return. As we’ve seen in previous Portada articles, retention is the biggest challenge of selling apps. Keeping consumers is increasingly difficult as options multiply. Marketers need to really communicate with the user, who has an 8-second attention span, reduced curiosity, and limited storage space on her iPhone.

“The ability to architect a comprehensive app marketing strategy–one that prioritizes quality over quantity and engagement over installs–is what will distinguish the leaders from the also-rans,” comments Peggy Ann Salz on Forbes. As she explains, 95% of app users are likely to churn within 90 days, which means a high risk for marketers who get frustrated and need to go deeper into the funnel. Perhaps the most important thing to keep in mind: Installs give you volume, but engagement drives revenue. In December 2017, she talked to ten remarkable mobile marketers and compiled the following list of pieces of advice (among others).

  • Find the ‘golden path.’ Deliver the right message to the right customer at the right time using the right channel on the right platform. “It’s the mantra of all marketers, but a must for app marketers,” declares Salz.
  • Get personal in your messaging. Really getting to know your users and being ready to communicate with them is crucial for engagement and interaction.
  • Don’t be afraid to fail; experiment and learn from the feedback.
  • Partner to prosper. Treat ad networks and ad tech vendors as partners—as opposed to just another traffic source.
  • Match creatives to audiences. Most app marketers are using data and analytics to perfect their marketing, but they should plan ad creatives according to each audience’s tastes and habits if they want a competitive edge.

What: Portada got the chance to talk to Rishad Tobaccowala and ask him about key trends shaping the marketing technology landscape.
Why it matters: Tobaccowala, Chief Growth Officer at Publicis, has decades of experience in strategy and growth innovation. He has been recognized by numerous institutions as a visionary with fruitful ideas for the future of business and marketing.

 

This article was originally published in August 2018, after Rishad Tobaccowala’s master talk titled ‘How to remain relevant and grow in transformative times’, organized by Publicis Media Mexico. 

 

Rishad Tobaccowala, Chief Growth Officer with 36 years of experience at Publicis Media Groupe, has been called by many as a visionary, which makes sense if we consider that his main area of focus is the future. Technology is advancing at an unforeseen speed, and Tobaccowala’s insights about how to be prepared for the future leave no doubt about why he has been recognized as one of the five Marketing Innovators by Time magazine.

For everyone involved in business and marketing, whether it’s brands, media or press, it’s important to think about strategy. For Rishad Tobaccowala, explaining what strategy means isn’t that difficult. “You only have to think about three words,” he explained. “Future, Competitive, Advantage. You have to think about the future, about your competitors, and about what advantage your business brings when faced with them.” That sounds simple enough, but how will we know in what direction to go? “You can’t succeed if you go left while the rest of the world goes right,” he added. Therefore, he proceeded to explain which three global trends are already shaping the future.

Three trends are shaping the whole world, and marketing isn’t exempt…

… Quite the contrary, marketing is one of the disciplines that will become increasingly important as these three trends shape the future, according to the Publicis executive. These are unstoppable trends that will affect everyone, he says, for better or for worse: 1) Globalization. It used to be a western idea, but it is now a global phenomenon. 2) Demographics. With the growth of Asian, African, and Latin American populations, the future is more and more diverse. 3) Technology. It’s been around since the discovery of fire, but the last decades have seen an acceleration that forces us to adapt as quickly as possible before it’s time to adapt again. Thus, explained Tobaccowala, every new idea needs to be aligned with globalization, diversity, and new technologies, or else, it is destined to fail from the very start.

The bond between technology and marketing

So far, there have been two key moments in which technology has changed forever the marketing technology landscape, asserted Tobaccowala. The first one occurred in 1995, with the start of the World Wide Web and the first connected age. “All of a sudden you could look for products, brands, and services online,” he explained. Then, in 2007, Facebook went from .edu to .com, and the second connected era, one of social networks and mobile networks, exploded. Eleven years later, everyone has at least one smartphone with more computing power than the first space shuttle.

You’re no longer marketing to people or consumers, but to gods.

So, how do these advancements affect the marketing technology landscape and ways to do marketing? For Tobaccowala, the first thing is accepting that every consumer now has god-like power on the palm of their hand. “I always say to my clients, ‘You’re no longer marketing to people or consumers, but to gods. How are we going to satisfy gods?” he asked rhetorically.

“Clients can no longer say something like ‘We’re going to empower customers’ because they already are empowered. All companies are having major problems on this second connected age because we think consumers are waiting for us, big mistake.” Therefore, everyone involved in marketing needs to make sure to talk to real consumers, who are now more similar to gods than ever, and stop believing in some made-up fantasy about what people want.

What should we do about it?

Rishad Tobaccowala declares that as technology keeps advancing and we move towards the third connected age (the one of Artificial Intelligence and Machine Learning), marketing will be more important than ever because it is the discipline that tries to understand and meet consumers’ requirements through a combination of art and science.

“When you go into a boardroom, you don’t see a CMO, you see a CEO, a CFO… But it’s time for marketing to take over the companies, or the consumer will run away,” he asserts. “Today, we need to stop being dollar-obsessed and become people-obsessed. We have to eliminate internal friction and silos, be ready to outsource instead of insourcing. In the era of networks, networks are what we need.” Moreover, he says, we should be ready to look differently at certain things that we think we know, like the way brands are built and how businesses are scaled.

The first thing I do when any client is building a brand for the first time is I use the word SAVE. S = For whom are you a solution? A = How are you giving people access to new opportunities? V = What value do you bring? E = Why is someone’s experience better because of you? So I ask, ‘How are you going to SAVE someone?’

“The most important thing I’ve learned,” said Tobaccowala. “Is that you can’t control anything but yourself, even if you’re senior. No one has enough data to really know anything, the most we can aspire to is to become data-driven storytellers.” But perhaps even more important is the notion that, even though we don’t always want things to change, we can’t expect the future to be static, and in order for everything to stay the same, we are the ones who need to change.

Some recommendations to remain relevant

 

Portada: What is the role of the marketing teams of the future? How can CMO’s predict what’s coming and be ready for change?

R.T.: Some parts of the future are easier to predict than others. I’ve always believed that marketing is becoming more important, and therefore CMO’s need to be taken more importantly. Companies are not paying enough attention to their marketing teams, and it’s becoming more important that they do. And why do they not pay enough attention to marketing teams? Because marketing didn’t use to be as important as it is today. Marketing is a combination of art and science, sometimes in a similar way to writing. You train yourself to be a writer, but there’s an art to writing a story. Marketers have become very comfortable with numbers, they have tended to be less comfortable with emotion, but the future is not only about spreadsheets, it’s also about the story.

There are differences that have to do with things you can’t count. […] That’s what marketing is about. That’s actually what life is about.

It’s not always about the numbers

It’s very important that marketers not only let the numbers make the decision. One thing I advise our clients is they should be comfortable talking about things they’re uncomfortable with. Business has an emotion to it, not everything is defined. Blaise Pascal wrote, ‘We choose with our hearts and we use numbers to justify what we just did.’ Luxury brands are growing more than any other category right now, but the reality is that a Mercedez Benz won’t take you to a place faster or better than a very cheap Nissan or Toyota. The difference in performance is very low, but there are other differences that have to do with things that you can’t count: it’s about design, status, feeling. That’s what marketing is about. That’s actually what life is about.

Portada: What is the best way for marketers to connect with the emotion part of the industry?

R.T.: The biggest way I think marketers can learn (besides looking up everything you don’t know) is to keep in mind the customer of your client, to observe people. And one of the ways to observe how people are changing is by spending a lot of time with art and culture. When someone asks ‘How can I understand people better?’ I sometimes say ‘Why don’t you read Madame Bovary? Or Don Quixote?’ These are actually about people.

When someone asks ‘How can I be an entrepreneur?’ I suggest them to look at what artists do, whether writers or painters. Every time you get up in the morning and you have to write a story, what do you have? A blank sheet of paper, and you have to invent something! Marketing is about people and business. We should be proud that we are working in something that is art and science, and not run away from the fact that it is both.

Portada: You mentioned in your presentation that the future is about going with inevitable diversity. Do you think there is a way for brands to adopt attributes that get them closer to multicultural audiences?

R.T: There are four different levels of diversity:

1) Your communication should reflect that you recognize culture. The first thing is being aware of cultural differences. Speak to that cultural difference. The way that you frame your brand should resonate with the reality of that particular culture.

2) Diversity is important within your company. Things like the failed Pepsi ad happen when there is no one there to see it. Even if you are very smart, if you try to market, say, in Mexico, but there isn’t even one person with Mexican heritage in your group, you’d probably come up with something very stupid.

3) People are more human than they are different. There are people that say ‘I need to create a message that is just for African-Americans’. If your product or service isn’t different and you’re only selling a human message, why do you try to make it a totally different story? Part of diversity is understanding that sometimes humanity is more common than differences are different.

My worry is a world in which people stop saying things for fear of getting into trouble.

4) People are naturally diverse and they have diversity of talent, but they also have diversity of thinking. It means someone should be able to tell you that they disagree with you, and you should be not thinking that it’s because they are anti-something, they can be just anti-your-thinking. My worry is a world in which people stop saying things for fear of getting into trouble. Diversity of thinking is the most important one of all, and one of the ways of getting better at it is traveling. My belief is that the ultimate diversity is the diversity of mindsets; part of it is because of your background, part of it comes from culture, but sometimes you can have men and women from different cultures and of different colors, and everyone thinks the same.

Portada: You also mentioned the need for companies to consider the scale of influence, what would you recommend to brands that are investing in influencer marketing? 

R.T.: It’s a matter of authenticity and purpose. When you get an influencer, the influencer works if ideally, they are talking about a product or service that they already used and liked before you bid them to say they like it. The catch is that when you can buy influencers, it backfires.

A lot of influencers take money from a brand that they don’t use or care about. The other thing that happens is that now everyone is an influencer, which means that no one is an influencer. Kylie Jenner’s products work because she’s selling something she really uses. Some people charge thousands of dollars to send an Instagram post, but it doesn’t work if it’s not authentic and purpose-driven. At least in a commercial, it’s clear that it’s a commercial, but in this case, people just think that you sold yourself out.

AI and the marketing technology landscape

Portada: We’re entering the era of Artificial Intelligence. If marketing is a combination of art and science, how will we not lose the art part, the human touch, as machines start to take over?

R.T.: I didn’t talk about it today, but I’ve written about it on my blog. The third connected age, which has just begun, is composed of three things. The first connected age was a page connecting to other pages; the second one was people connecting to people, either through mobile or social. The third connected age means three things: data connecting to data, which is what AI is; things connecting to things, which is the Internet of Things; and new ways of telling stories, which is voice-based technology, augmented reality, virtual reality, and mixed reality.

This is what will happen: first, because of AI, certain things that machines can do better will be done by machines, but people plus machines have been found to be better than machines in most cases. There are certain things that machines can do, but when things are changing all the time, people can think and compute the change on the machine that computes it. Second, these technologies allow us to tell stories in different ways.

More people are connecting because of AI, that allows things like google translate. We can also tell stories through Alexa and things like that. And another thing that it’s in its early days is, if you go to the NYT website (other websites have it), you’ll find a Virtual Reality section where you can learn about a refugee camp and actually explore it. You start to believe you are in there, you feel empathy. When people started to see that, they started to contribute. Part of this technology will go very math-oriented, but also part of it will provide ways to connect.

I tell stories because I do things that machines cannot do. […]Machines are getting more accurate, and also faster. The human side of you is going to be the differentiating side.

Portada: How will consumers in this new marketing technology landscape be sure brands are connecting with them in a human way?

R.T.: The human touch will become the difference. What can be automated will be automated. I have an undergraduate degree in advanced mathematics and an MBA from one of the most quantitative schools in the world (University of Chicago), but I do as little as I can with numbers. I tell stories because I do things that machines cannot do. When someone tells me ‘The spreadsheet told me to do this’, I say ‘I hope you get a job soon’, because if you tell me what the spreadsheet says, ‘What is your value? Why do you have a job?’ Not only blue-collar jobs will be automated, but also some white-collar jobs. Machines are getting more accurate, and also faster. The human side of you is going to be the differentiating side.

 

 

 

 

What: H Code has announced it has signed an exclusive partnership with the largest media conglomerate in Perú, Grupo El Comercio. We talked to Pablo Rivera, VP of Publisher Development at H Code, about the strategy behind this deal and what’s next for H Code.
Why it matters: This exclusive partnership is one of many signed by H Code in 2019. In order to create authentic connections, H Code reaches out to potential media partners in order to fulfill the needs of the Hispanic market.

The Most Recent Partnership

H Code has announced it has signed an exclusive partnership with the largest media conglomerate in Perú, Grupo El Comercio. Once upon a time El Comercio was a daily newspaper. It’s the second oldest Spanish-language newspaper in Latin America. Now, Grupo El Comercio offers H Code the great opportunity to monetize U.S. traffic across its multiple sites:  Depor, Diario Correo, El Bocón, El Comercio, Gestion, Mujer y Pandora, Ojo, Perú, Perú21, Publimetro, and Trome.

“For the past 180 years, El Comercio has been a top source for national and global news for the people of Perú, and now through the group’s 11 digital sites, for those of Peruvian or other Hispanic origin or descent living in the United States. To be able to partner with such a prestigious organization allows H Code to access the most reliable digital properties and connect U.S. Hispanics with top brands through high-quality content,” said Parker Morse, CEO and Founder of H Code, in a press release.

Working exclusively with leading media companies across Latin America allows H Code to utilize large, engaged U.S. Hispanic audiences and maximize campaigns for brand partners. This exclusive partnership is one of many signed by H Code in 2019, including deals with Radio Mitre, AmericaTV, and Artear

We reached out to Pablo Rivera, VP of Publisher Development at H Code, in order to find out more about the strategy behind these partnerships.

A Friend of H Code’s

 

Portada: How is H Code’s year going so far? What results have you seen from the deals you’ve closed already?

P.R.: We just celebrated our fourth year anniversary and our growth has been incredible to say the least. We started originally with 4 members and have now grown to 50+ employees across our offices in Santa Monica, San Francisco, Chicago, New York, and San Salvador. Part of our success has been thanks to our incredible relationships with 375+ publisher properties that resonate with the U.S. Hispanic audience and allow us to reach, target, and influence this powerful consumer market.

 

Portada: What does it take to become an H Code partner? What do you look for in the media companies you sign deals with?

Pablo Rivera

Pablo Rivera: Creating authentic connections between publishers, advertisers, and U.S. Hispanics is imperative to H Code. In order to be able to do so, we reach out to potential media partners we know align with the needs of the U.S. Hispanic market. Our audience of 32 million Hispanic users come to our sites to consume content in their native language because they wish to stay connected with their culture and countries of origin while living in the United States.

When we search for our publishers, we consider the leading digital properties across Latin America, Spain, and the United States that we know Hispanics use most and look into their total reach in the U.S. We also examine the performance of each ad format, encouraging publishers to place their ad spaces in a very visible location on their sites.

 

 

Our goal is to partner with every digital publisher from North America, Central America, South America, and Spain that publishes content in Spanish.

 

Approaching Peruvian Culture

 

Portada: Why did you decide to sign with El Comercio? Why Peru?

P.R.: Grupo El Comercio is known throughout Latin America. It’s premier site, for which the corporation is named, is the leading newspaper in Perú. We are proud to partner which such a respected publisher. H Code understands the diversity that exists within the U.S. Hispanic population, which is composed of groups from many countries of origin. Hispanics of Peruvian origin or descent are one such group, and it is important to us that we represent and become familiar with the nuances of their audience segment. Along with El Comercio, we have also closed exclusive partnerships with major newspapers from other LATAM countries like Mexico, Argentina, El Salvador, and others. As we continue to grow our goal is to partner with every digital publisher from North America, Central America, South America, and Spain that publishes content in Spanish.

 

Similarities vs. Differences

 

Portada: What sets Peruvians apart from Peruvian Americans, or from the rest of U.S. Hispanics? 

P.R.: U.S. Hispanics—whether foreign-born or U.S. born—are ambicultural, because they expertly navigate between Hispanic culture and American culture. Peruvian culture is unique to that country and, in this instance, can be defined as a subculture that exists as a part of the larger Hispanic culture. There are many similarities between Peruvians living in Peru and those of Peruvian origin or descent that live in the United States. Both groups, for example, share cultural passion points like food, family, Peruvian traditions, and more.

Relatively speaking, there are also significant differences, which is what we hope to address with our exclusive partnership with Grupo El Comercio. Due to the different brands that operate in Peru and those that operate in the United States, Grupo El Comercio will be able to deliver the right message from the right brands to the intended Hispanic audience via H Code.

 

Next Stop: Why Not the Whole Region?

 

Portada: What are H Code’s plans for the near future? What other markets are you looking to connect more with?

P.R.: In conclusion, we hope to continue to educate brands and publishers on the power behind a diverse audience. Especially the impact and influence of Hispanics in the United States. We continuously strive to maintain and grow our relationships with media partners in every Latin American country. Thus we ensure we reach every segment of U.S. Hispanics.

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Papa John’s has appointed Rob Lynch as President and Chief Executive Officer, replacing Steve Ritchie. Lynch was previously President at Arby’s.

 

 

 

 

 

 

María Martínez-Guzmán has been promoted from the role of VP, News Gathering to Senior VP and Executive News Director at Univision News. Martínez-Guzmán will head programming for all daily Univision Networks newscasts, as well as Univision’s Sunday morning political show.

 

 

 

 

 

John Donovan, CEO of AT&T ’s Communications segment, will step down from the role on Oct. 1. He previously served as Chief Technology Officer and Chief Strategy Officer.

 

 

 

 

 

 

MediaMath, an integrated demand-side platform and data management platform company, has named Konrad Gerszke President.

 

 

 

 

 

 

Walt Disney Co. has laid off nearly 60 people in its media distribution units after the company’s purchase of 21st Century Fox. Among those affected are Greg Drebin, Executive Vice President of Worldwide Marketing for 20th Century Fox Television Distribution, and Jennifer Chai, Senior Vice President of Worldwide Marketing and Strategy for 20th Century Fox Home Entertainment.

 

 

 

What: Ecommerce marketing strategy is revealed by retailers Walmart and Soriana. It shows how they’re capturing the e-commerce home delivery grocery market in Mexico with alternative digital payment strategies.
Why it matters: Fear of fraud stops many Mexico consumers from making online purchases with a credit card. As a result, Walmart and Soriana are on it. Consequently, they’re deploying cash on delivery, branded digital cash cards, mobile phone loyalty programs, and PayPal options.

The race is on as grocers deploy ecommerce marketing strategy in Mexico. Grocery and general merchandise retailer Walmart has taken the lead. But in Mexico, its competitors, including Soriana, are racing to build their online-delivery businesses.

How customers pay for their online purchases could make all the difference.

High credit card commissions and fear of fraud pose a significant barrier to online sales in Mexico. Digital purchases make up only 3 percent of all consumer goods sales nationwide. As a result, that’s way below the average seen in other countries, according to branding expert Vilma Vale-Brennan. She is deputy general manager of Vale Network in Mexico.

The new President of Mexico, Andres Manuel Lopez Obrador, has promised to get banks to lower credit card commissions. But grocery retailers like Walmart don’t have time to lose.

Ecommerce Marketing Strategy with Digital Payment App

Last year, Walmart launched its own digital application. As a result, it allows customers to pay for goods at stores with the Walmart digital application “Cashi.”

After downloading the app to their mobile phones, customers can recharge it with cash at any Walmart-owned store. It’s a fast and easy way to convert cash into a secure digital payment option. As a result, customers use it for purchases at Walmart, Superama, Sam’s Club, and Bodega Aurrera stores.

Cashi can be used to pay electric bills and services including Netflix, Spotify, and Uber.

The idea here is to make purchasing with Walmart easier, and to give people more options.

But perhaps more importantly, Walmart tells Portada it expects to extend the Cashi digital payment system later this year to allow its online customers to use Cashi for online grocery purchases, according to Gabriela Buenrostro, assistant director of corporate communications. “The idea here is to make purchasing with Walmart easier, and to give people more options,” she said.

Walmart’s ecommerce marketing strategy outpaces the online market with 4.5 million e-commerce shoppers in Mexico, followed by grocers Soriana at 1.1 million, according to a study by the American media measurement and analytics company Comscore as reported by Portada.

Cash, PayPal Options Offered

Walmart offers online customers the option to use PayPal, and Soriana added the PayPal payment option to its online shopping site this year.

Soriana also allows its online customers to pay cash to the home delivery person, or use their credit card on the delivery person’s portable card reader, Director of Electronic Commerce Rafael Castelltort told Portada.

Most of Soriana’s online grocery customers shop online using Soriana’s branded mobile application on their cell phones. A Soriana loyalty card program has more than 9,000 users, and to build loyalty even more, Soriana, deploying its own ecommerce marketing strategy launched its own mobile phone service “Soriana Movil” in 2017, which earns users loyalty points that can be exchanged for free products, Castelltort said.

The trends are very clear. Mexicans prefer to use a mobile phone when visiting grocery stores’ online sites.

Soriana’s decision to launch its own mobile phone service in Mexico might appear tangential to an effort to build online purchases, however, it could be spot-on in terms of getting more online shoppers.

“The trends are very clear,” comScore’s Alejandra Ibarra, manager of comScore’s Latin America Services, told Portada when asked about ecommerce marketing strategies among grocers in Mexico. “Mexicans prefer to use a mobile phone when visiting grocery stores’ online sites.”

And as time goes by, mobile applications are becoming more and more important for grocery ecommerce market leaders like Soriana and Walmart.

Just last year, Walmart announced its acquisition of the online marketplace Cornershop. Users download the Cornershop application to make online purchases using their mobile phones at supermarkets, specialty food stores and pharmacies in Mexico and Chile, according to Forbes.

“The Cornershop acquisition by Walmart shows the focus that applications have for the company and the performance it must deliver to maintain its leadership,” Ibarra told Portada.

What: Teads and Precision, Publicis Media’s programmatic division, have announced a partnership that will expand across eight Latin American countries.
Why it matters: Through this partnership, Teads and Precision aim to deliver a more efficient ad-tech supply chain with curated inventory and data that uses advanced technology.

Teads and Precision, the programmatic division of Publicis Media, will collaborate in Latin America. Their objective is delivering a more efficient ad-tech supply chain with curated inventory and data that uses advanced technology.

Precision will continue to provide a tech agnostic approach for its clients while adapting to their business needs. In the meantime, Teads will be the full-stack digital platform for viewable video and display inventory. Together, the team will develop new strategies for Latin America.

Teads will then conduct regular training for the Precision team to share cutting-edge information and best practices on advertising campaigns optimization. Thus, the company will strength Precision’s position as a reliable guide of its clients throughout their transformation journey.

Full-Funnel Technology

“By combining our premium and brand-safe inventory with engaging, personalized, non-intrusive ads, we are helping brands at every stage of the marketing funnel, from awareness to conversion, passing through consideration,” said Eric Tourtel, Senior Vice President of Teads Latin America. “Instead of simply charging by the impressions, at Teads we use machine learning and artificial intelligence to optimize the campaign or ROI. Moreover, we guarantee results, from viewability, completed views, unique incremental visitors, or even conversions.”

“Teads has earned our trust by offering the most advanced technology, innovation, and brand-safe inventory. The Teads team never stops looking for ways to improve results, “said Monica Gadsby, CEO of Publicis Group Latin America. “It’s really inspiring to see the immense possibilities that this partnership brings. Therefore, Teads has definitely become a key business partner for Precision in the region.”

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

 

Comcast Spotlight, the advertising sales division of Comcast Cable, has announced that it has appointed Melanie Hamilton as Vice President, National Sales. In this role, Hamilton will lead Comcast Spotlight’s national sales team, serving as a business partner, advisor, and mentor.

 

 

 

 

 

 

José Villafañe has been named Chief Revenue Officer at Steereo, a music discovery app exclusively for rideshare vehicles. In this role, Villafañe will lead the company’s advertising and music revenue initiatives. Previously, he was Head of Sales and Marketing for MLC Media, and before that he spent over seven years at Entravision, where he held several executive positions and founded the Entravision Audio Network.

 

 

 

 

 

Ben Kaufman is stepping down from his role as Chief Marketing Officer at BuzzFeed in January 2020 to focus on growing the toy store Camp, which he co-founded in Manhattan in December 2018.

 

 

 

 

 

 

Walmart U.S. Chief Marketing Officer Barbara Messing will step down Aug. 30 after just a year on the job.

 

 

 

 

 

 

 

 

What: For years, large chains have targeted Hispanics by adding a special aisle with select items from their home countries. These days, this approach can be a bit outdated. Here are some Hispanic grocery shopping insights, as diversity and globalization demand a more integrated approach.
Why it matters: Marketers are well aware that Hispanics are a huge consuming force that will only grow in time. It’s important to come up with ways to really cater to the community’s needs.

 

The Hispanic Cooking Rites

Us Latinos love our food. We love preparing it, we love planning it, we love buying fresh ingredients. Cooking and sharing is the ultimate family-bonding experience. Homemade meals are the first thing we miss when we’re away. We make them anywhere to feel at home. All these cultural traits not only make us great cooks, but also great produce and grocery shoppers. According to The State of the Plate, a 2015 Study on America’s Consumption of Fruits & Vegetables published by the Produce for Better Health Foundation, Hispanic grocery shoppers rank highest in produce consumption amongst 3 other ethnic groups (White/Non-Hispanics, Asians, and Black/Non-Hispanics).

There’s something all food marketers in the U.S. need to understand in order to cater to their Hispanic customers: From the moment the menu for a Hispanic table is conceived, every step of its preparation matters. Supermarkets appealing to the target can assert everything they must do to satisfy an ever-growing consumer base by being aware of the particularly ritualistic nature of Hispanic kitchens. Latinos love hand picking their food, buying enough ingredients to last for several meals, and trying out new ingredients on a permanent effort to enrich and expand their gastronomic experiences. But there’s one problem. Even though marketers are well aware that Hispanics are a consuming force, some have chosen to label and separate Hispanic (and generally ethnic) foods and products. This segregation rings counterintuitive and obsolete.

Finding the Balance Between Diversity and Globalization

Hispanics are widely diverse as a group. Every single Hispanic country has different ancestral dishes that require specific ingredients for their preparation. In addition, Millennials have been exposed to the culinary options of a globalized economy. This surely has an affect on traditional menus, even if Latino families have a specific and deep-rooted meal preparation routine.

Nearly six in ten Hispanics are Millennials or younger, according to Pew Research Center’s 2014 report, The Nations Latino Population is Defined by its Youth. 40% of American Millennials are multicultural, and more than half of this group are Latinos. As a global society would have it, we want to be able to make corn flour tortillas, but we want them filled with swiss cheese. According to The Why? Behind the Buy, a study conducted by Acosta Marketing and Univision in 2015, 57% of Hispanic Millennial Shoppers ages 25-34 say they often try new flavors/products.

 For years, the larger chains have catered to the Hispanic consumer (primarily) by adding an ‘Hispanic’ or ‘International’ aisle and placing select merchandise from Latin America. […] It is unclear if this format is successful.

Nothing more American than… Pizza?

As we have said before in other articles, foods that used to be foreign at some point, like pizza, sushi, and tacos, are such a big part of a global food culture that no one hardly ever questions their place in American households. These days, being able to find a wide variety of products from around the world is expected. In some cases it’s a given, because we live in a connected world in which boundaries are more blurry each day. As Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe, said to Portada in a recent interview, “An idea that is not aligned with the unstoppable trends of diversity and globalization is doomed from the start.”

How to Include a Niche

For a minority seeking inclusion, all manifestations of inclusion are welcome. Supermarkets could start by dropping the label “Hispanic groceries” to call them just groceries. Yet, many supermarkets have tried to cater to the Hispanic audience by adding “exclusive” sections with the products Latino audiences may find at home. “For years, the larger chains have catered to the Hispanic consumer (primarily) by adding an ‘Hispanic’ or ‘International’ aisle and placing select merchandise from Latin America […] Some of the largest, such as HEB in Texas, developed their Mi Tienda (My Store) format which is located in a high dense Hispanic neighborhood. A larger store than a neighborhood store. It is unclear if this format is successful” says Randy Stockdale, director of Solex Marketing Solutions.

Problem is, inclusive as this effort may appear at first glance, Latinos already comprise 17% of the total American population. Inserting a Hispanic section surrounded by aisles of  “non-Hispanic” products might end up falling short for this ever-growing segment. “I don’t subscribe to a Hispanic aisle”, says Stockdale. “I would rather see the stores, particularly the larger chains, place like-items together and provide a greater convenience. Have you ever found Goya Olives in the general Olives section? Likely not.” Think of it this way: limiting their space is also limiting their consumption to one tiny section of an entire store.

Frozen Hispanic

In July 2017, a tweet got viral because one man saw the mockery potential of a supermarket freezer labeled “Frozen Hispanic.” He decided to pose as just that… a frozen Hispanic. The tweet got 152,278 retweets of people that didn’t see the need to separate frozen tamales from frozen chicken wings. Supermarkets would greatly profit from including Hispanic products without differentiation. It’s been proven that Hispanic consumers are generally willing to try new, different things.

An Emotional Connection

Brands like Jarritos spark the joy of feeling represented and identified while being abroad. Many people immediately purchase products that make them feel homesick when they’re abroad. This speaks of the great importance of having a supermarket experience that appeals not only to your needs, but to your emotions, comfort zone, and memories of home.

And just like it would at home the store needs to feel just like any other supermarket with staple sections. In Canadian supermarkets, for example, diversity is tangible all around. A variety of multicultural shoppers experience all kinds of international foods available to everyone. Anyone can add tzatziki, udon noodles, and jasmine-infused rice pudding to their shopping basket.

Just as the world’s boundaries are thinner, the gaps between demographic segments are narrower. We want to connect to our heritage, but we don’t want to feel isolated by it. We all want to feel human. So, if including a separate Hispanic grocery section on the supermarket is no longer a viable option, what is? How to attract Hispanics and make them feel welcome and included while strongly driving purchase intention? The answer lies in the power of emotions.

What Should Supermarkets Do, Then?

 In short? “Enhance their joy of shopping”, conclude Acosta and Univision on The Why? Behind the Buy. Perhaps general retailers could learn a thing or two from Hispanic grocery concept supermarkets like Northgate González Markets. The chain not only features an in-store tortillería, carnicería, and cocina, but that also offers children cooking classes and a gift certificate upon completing six lessons.

Or Fiesta Mart in Texas, offering a variety of fresh, organic, locally sourced produce with a side of social community programs to educate children and help feed the hungry. “I would not say [larger chains] are not doing a good job,” says Randy Stockdale. “They are trying at least. But, I would state that the larger chains should provide a friendlier-Hispanic atmosphere and improved merchandise. I am a strong proponent of bilingual in-store signage where the store is high-Hispanic density”. Therefore, the wisest move is to be inclusive and open-minded in both directions.

Both Fiesta Mart and Northgate Gonzalez are on the other side of the spectrum. Just as there are Hispanic aisles, there are entire stores that focus on the Hispanic community. But this doesn’t mean the general market should not come. There’s no reason to separate minorities, communities are not separate anymore. Everyone is welcome because everyone is from everywhere. No man is an aisle.

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

 

Uber has hired 10-year Google veteran Thomas Ranese as Vicepresident of Global Marketing. Less than two weeks ago, CEO Dara Khosrowshahi laid off 400 of Uber’s in-house marketers.

 

 

 

 

 

 

 

Adam Potashnick has been appointed as MediaCom’s U.S. Chief Operating Officer. In this new role, Adam will lead the strategic execution of all operations of the business, which is comprised of 900 people in New York, LA, Chicago, and Ann Arbor.

 

 

 

 

 

 

 

Credera, a full-service management consulting, user experience, and technology solutions firm, has appointed Justin Bell as its new CEO. Bell has been with Credera for 15 years and has served as president since 2016. He will take over from Rob Borrego.

 

 

 

 

 

 

Volkswagen has hired Saad Chehab as its new Chief Marketing Officer.  He was previously Vicepresident, Marketing Communications for Kia Motors America and former head of the Chrysler brand with FCA.

 

 

 

 

 

 

What: We talked to multicultural marketing experts, Rent-A-Center’s Maria Albrecht, NFL’s Marissa Fernandez, Group M’s LaToya Christian, and Intuit’s John Sandoval about key brand attributes for successful multicultural marketing.
Why it matters: As ethnic minorities become majorities in the U.S., companies will need to do multicultural marketing if they wish to survive.

When is the right time to do multicultural marketing? Who are the right brands to do it? Which are the right attributes for success? Portada talked to a group of multicultural marketing experts. Unsurprisingly, all their answers point unequivocally in the same direction. If you have a business and wish to be relevant, you have to do multicultural marketing. Take note of the following pieces of advice and be ready for the future.

1. Being Inclusive Isn’t Optional Anymore

Multicultural Marketing Experts
Group M’s LaToya Christian

“Diversity” and “inclusion” are two of today’s buzzwords, but they deserve every tiny part of the buzz. “At this stage of the game just understanding the U.S. landscape, demographics, and the way culture is being adapted is what all brands should be striving for,” says LaToya Christian, Associate Director of Marketing Analytics, Multicultural at Group M. “Work to be culturally inclusive and relevant across the board regardless of what segment you’re referring to.”

 

Multicultural marketing is no longer an afterthought or checked box; it has become a key strategy for business growth.
Multicultural Marketing Experts
NFL’s Marissa Fernandez

There’s no reason why any brand shouldn’t start thinking about doing multicultural marketing. In fact, they’d already be starting late. “Looking at the US population current data, as well as the projections, I’d be hard-pressed to believe there are many businesses that wouldn’t benefit from multicultural marketing,” observed Marissa Fernandez, Director, Marketing Strategy and Fan Development at the NFL. Multicultural consumers are already a significant part of the population, and their presence will continue to grow. Ignoring this would be a missed opportunity for any brand.

Multicultural Marketing Experts
Intuit’s John Sandoval

“Multicultural marketing is no longer an afterthought or checked box; it has become a key strategy for business growth,” explained along these lines John Sandoval, Senior Brand and Latino Marketing Manager at Intuit. “It’s time for brands to acknowledge this diversity as well. As long as you have customers purchasing your products, you should be considering multicultural marketing.”

 

 

2. The First Step is Pure Demographics

Even before thinking about brand attributes, you need to seriously consider whom you’re addressing. Deciding to do multicultural marketing is obviously not enough. The first steps are looking closely at your target, and also at your own positioning. “‘Multicultural consumers’ is a very heterogeneous group,” asserts NFL’s Marissa Fernandez. “Strive to narrow the target based on potential right to win and size of business opportunity.” There’s no way to reach all multicultural consumers at once just as it happens with non-multicultural consumers. Hence the importance of specific targeting.

If you’re not speaking to them, you’re not connecting with them. From a pure demographics perspective that raises a flag for me.
In 2015, Target spoke to multicultural consumers with its #SinTraduccion campaign. Sobremesa is an impossible-to-translate Spanish word referring to time spent at the table after a meal.

Moreover, as Group M’s Latoya Christian explains, looking at pure demographics gives you an idea of who you should try to reach. “If you’re a regional brand, like a brand we had from Georgia,” she tells us, “one of the first things that I think of is ‘What’s going on with your African-American consumers?‘ By pure demographics that is who is in that area. If you’re not speaking to them, you’re not connecting with them. From a pure demographics perspective that raises a flag for me.”

Also by Portada: Multicultural Marketing: How to Use Seamlessly in Total Marketing Campaigns

 

3. The Key to the Treasure: Be True to Yourself

Fenty Beauty is one of LaToya Christian’s favorite brands. It embodies the idea of inclusion by offering 40 shades of makeup, a feat that no brand had done ever before.

There is no magical recipe for successful multicultural marketing, except perhaps being true to your values and asking yourself the right questions. “You shouldn’t necessarily alter your brand essence or who you are as a brand to force a fit or to appeal to one specific audience,” noted LaToya Christian. “It should be less about the brand changing itself and more about how it’s positioning itself based on what consumers needs are.”

Multicultural marketing experts must ask brands a few questions to ensure they remain relevant. For example, according to John Sandoval, we need to ask “Is your brand connecting to this audience on an emotional level? Are you listening to them? Are you engaging in two-way conversations with them through social media? Do you have cultural consultants who can help ensure the messages are relevant? Where and how is your product being consumed? Does this differ from general market, or even within the various regions of the country?”

 

4. Don’t forget Universal Appeal and Relevance!

Multicultural Marketing Experts
Rent-A-Center’s Maria Albrecht

Having said that, it is possible to observe that brands who are successful in multicultural environments have a few important characteristics; the most important one, though ironically, is relevance independently from segment. In the words of Maria Albrecht, Hispanics Markets Lead Marketer at Rent-A-Center, “A brand’s attributes must have universal appeal and must also leverage the points of convergence and divergence that exists in the market, especially as they relate to customers’ needs, wants, aspirations, and expectations.”

Just as when addressing any audiences, brands targeting multicultural consumers must be sure to be relevant. As John Sandoval would ask, “Could a multicultural audience say ‘This is a brand for me’?”. He says brands also need to be functional and beneficial. In his words, ask yourself these questions: “Is this product something that consumers can use regardless of culture? How will my brand help improve the consumer’s life?” Among the tools Sandoval recommends to be more relevant, brands can try for bilingual/biculturally appealing information, credible brand ambassadors, and distribution in key markets.

5. According to Multicultural Marketing Experts, Here’s What You Shouldn’t Do

Mistakes are easy to make, and more often than not these stem from misconceptions or from going off a tangent. These are the 5 mistakes our interviewees identified as the most common, together with their advice to avoid them:

  • Misconceptions of the various segments:

“Sometimes a lot of what we see is misconceptions or biases about the various segments,” points out LaToya Christian. “I know in the Hispanic segment marketers sometimes get very lazy and they automatically go to language. So it’s like ‘Oh, if I just do it in Spanish, cool, I’m done.’ You really need to take some time to understand who the consumer group is, how to utilize brands within your category, how to speak to them, what are their nuances beyond just a language perspective”.

  • Looking at your product through your own biases:

As explained by Christian, “One of the things that unfortunately as marketers we sometimes do is we put ourselves into the minds of the consumers, which is not accurate because we’re not always the consumer of certain brand or product.” Then, marketers need to push their own looking glass aside and really take the time “to understand how consumers are behaving, what they say about their brand, and really taking it from that perspective,” she says.

 

 

Multicultural marketing experts must understand their field is an art and a science. Even with all the data in the world at your disposal, you can check off the “Science” box, but there’s still the “Art” side of the equation.
  • Waiting too long to act:

“I think sometimes companies overanalyze the opportunity and fail to see there is financial risk in inaction,” asserts Marissa Fernandez. “I encourage brands to test, start small, minimize the risk, measure, learn, do research, and grow multicultural efforts, even if it’s slowly over time.  The business opportunity is probably too big to pass up.”

  • Not using enough data:

“Any info needed to develop and execute a winning strategy must be triangulated by at least three sources such as the company’s performance results, internal and external surveys, customer focus groups, qualitative or quantitative research, targeting tools, store/location visits, customer polls, social media feedback, or competition’s moves,” recommends Maria Albrecht. “Relying on one or two sources will only lead to an incomplete view of the market’s landscape. Also, we’d be missing opportunities for the company.”

  • Relying too much on data:

“Multicultural marketing should not be about building data in order to start. Instead, it should be about leveraging existing data to launch a program and using those real-life examples and results to tailor and improve communication with this audience,” says John Sandoval. “Multicultural marketing experts must understand their field is an art and a science. Even with all the data in the world at your disposal, you can check off the “Science” box, but there’s still the “Art” side of the equation.”

In conclusion, keeping an eye on the future is important, but the future is already here. As Marissa Fernandez points out, “we know the future of our country IS diverse, IS multicultural.  I’m a believer that in our lifetime, multicultural marketing won’t be called that anymore— it will just be MARKETING.”

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next career move? Check out Portada’s Career Board!)

 

California Pizza Kitchen (CPK) has appointed Scott Hargrove as Executive Vice President and Global Chief Marketing Officer. He previously filled the role of Head of Brand and Consumer Marketing at Snap.

 

 

 

 

 

Marisa Thalberg has stepped down from the role of Global Chief Brand Officer at Taco Bell. She’ll move to parent company Yum Brands as Strategic Advisor. Thalberg’s marketing responsibilities at Taco Bell will be divided between Melissa Friebe, VP of marketing and Tracee Larocca, VP of advertising and brand engagement.

 

 

 

 

Serge Matta has been named President and Chief Executive Officer of ICX Media, a cross-platform video analytics company. Previously, he was CEO of Comscore and President of GroundTruth.

 

 

 

 

 

 

Edward Razek is leaving the role of Chief Marketing Officer at Victoria’s Secret’s parent company L Brands. The decision comes eight months after Razek stated in a Vogue interview that there was no place for plus-size or transgender models at Victoria’s Secret’s fashion shows.

 

 

 

 

 

WPP agency Essence announced that former APAC CEO Kyoko Matsushita has been elevated to global CEO. She succeeds former Essence global CEO Christian Juhl, who became global CEO of GroupM in July.

 

 

 

 

 

What: Members of Portada’s Agency Star Committee discuss how multicultural marketing can make “total market” campaigns more effective. In spite of the increasing awareness of the opportunities offered by multicultural marketing, brands could understand better how it connects to more universal audiences.
Why it matters: José Bello (Total Market, Senior Director, Hearts & Science), Dana Bonkowski (SVP, Multicultural Lead, Starcom), Darcy Bowe (SVP, Media Director, Starcom USA), Cynthia Dickson, David Queamante (SVP, Client Business Partner, UM Worldwide), and Jessica Román (VP, Media Director, Publicis Media) are agency executives with decades of experience in marketing and advertising. Their insights shed valuable light on how to approach multicultural marketing in complicated times as these.

multicultural marketing embraces diversity
Image by Rawpixel.com

Multicultural Marketing: A Growing Audience

As diversity keeps increasing, brands realize that establishing real connections with multicultural consumers is no longer an option, but a must. The numbers are clear: in the U.S., minority buying power is growing more quickly than the white consumer market. By 2060, the white population in America will constitute 44% of the total population, while 29% will be Hispanics, according to the U.S. Census Bureau.

Thus, businesses are more aware than before of the importance of tapping into this segment. Although they have more access to data and tools than ever, they still need much more information about best marketing practices for multicultural audiences.

Luckily for brands, agencies can help them understand what to do and avoid to leverage this opportunity. Therefore, Portada invited members of the Agency Star Committee to talk about how multicultural insights can make general market campaigns more effective. Around the table were José Bello (Total Market, Senior Director,Hearts & Science), Dana Bonkowski (SVP, Multicultural Lead, Starcom), Darcy Bowe (SVP, Media Director, Starcom USA), Cynthia Dickson, David Queamante (SVP, Client Business Partner, UM Worldwide), and Jessica Román (VP, Media Director, Publicis Media).

 

For an opportunity to attend thought-provoking sessions and discuss multicultural marketing with these and many more top-notch executives, join us at Portada New York 2019, on September 12 at the Hotel Westin, Times Square. To register, click here.

 

1. How to Start Doing Multicultural Marketing?

First, you have to integrate multicultural marketing into your business. Don’t ask whether there’s an opportunity there, understand what that opportunity is. Starcom’s Dana Bonkowski says: “The business-building power of multicultural America is the strongest it’s ever been. But right now it’s also the hardest time, even with the technologies and tools available. How can we keep our consumers’ attention? How can we keep up with new platforms and devices? And, most importantly, how can we establish an emotional connection with a population that’s more diverse each day?”

multicultural marketing expert Dana Bonkowski
Starcom’s Dana Bonkowski

According to Dana Bonkowski, multicultural should be included from the very first brief. “If the client doesn’t talk about it, make them. Always keep in mind that “multicultural is a group of people. It’s not a tactic or a box; it’s a group of individuals that could possibly solve whatever business challenge you might be faced with.” This is precisely what needs to be done as agencies face the task of making clients understand this chance to grow.

Education (and Introspection)

Multicultural Marketing expert Jessica Roman
Publicis Media’s Jessica Román

“Given the evolving landscape, we may need to take a step back and help clients identify the business opportunity that the multicultural segment represents for them,” explains Publicis Media’s Jessica Román. “For some clients, it means a re-education of this segment. And a reminder of the amazing buying power that it represents, among other things”.

Cynthia Dickson

For Cynthia Dickson, this “re-education” is about remembering when agencies were expected to do everything and the industry wasn’t so specialized in niches. “Something that we did at a full-service agency was focus groups. We really took the time to understand the consumer base,” says Dickinson. “If you don’t take the time nowadays, you don’t really understand what is driving your business“. Furthermore, she suggests heavy introspection work: look into yourself before you look into multicultural marketing. “Start first with your product and your company. Really do the research there. Start at the basics, that’s really going to help your partners understand your business and drive it forward.” 

2. Finding a Strategy Through Data

Hearts & Science’s José Bello

As Hearts & Science’s José Bello explains, some clients still want to test if multicultural would help their brand grow. “That’s not what we should be testing, we already know for sure. All the numbers show that most businesses will grow and be impacted,” he states. However, it’s not that easy to make brands understand where the testing efforts need to go. “We should be testing for the best tactics and the best creatives for specific targets“.

We’re pretty lucky to have quite a bit of data. Then we actually crunch it and tell the story, which is the biggest challenge.

UM’s David Queamante

The next step is crunching the data, but the question is how much data is enough to start. As the wheels of retail move more quickly, getting data is not nearly as difficult as what happens next. “Processing and boiling quite a bit of data down to useful insights can actually be the biggest challenge,” according to UM Worldwide’s David Queamante. “Sometimes you have to start with tactic tests and then refine your strategy as more data comes in”. 

But oftentimes, explains multicultural marketing expert Starcom USA’s Darcy Bowe, you just have to start talking to that audience. “We may not have time to do qualitative research to get deep insights,” she says. “But just by using quantitative research we can tell businesses, ‘Hey, you’re not even talking to some people’”.

3. Multicultural Marketing or Total Market: Segmentation vs. Inclusion

To what extent should brands segment their target? Is there a balance between “total market” and multicultural initiatives? In 2014, AHAA defined the concept of total market as: “A marketing approach which integrates segments to enhance value and growth effectiveness.” Using a universal dominant strategy might’ve been a good idea a few years ago but it simply does not work anymore.

Image by Jcomp

For José Bello, not segmenting is one of worst things that have happened to marketing in the last few years: “I think we all understand the total market philosophy. Unfortunately, it got lost in translation among non-multicultural agency teams and clients, and it hurt us all. Things would be more clear if we went back to multicultural; back to U.S. Hispanics, African-American, etc, instead of the total market bucket,” he reflects.

But perhaps it’s not that the “total market” concept doesn’t work, it’s that we pushed it too far. As Jessica Román asserts, “I don’t believe the ‘total market’ concept will go away. However, the pendulum may have swung too far, and we need to bring it back in order to find that balance. There are times when you have to pause, analyze, and tweak what’s before you. In some cases, you even may have to take a step back, before you can move forward with a truly successful total market approach.”

Trust Your Agency

Segmentation might sound complicated for clients, but agencies know it’s just a matter of understanding your position and addressing consumers as humans. To highlight their nuances, not to segregate their differences. However, agencies are often required to offer more “blatant” displays of divisive targeting, or to generalize campaigns so that one fits all. This puts a strain on the efforts to address specific audiences without singling them out. “Sometimes it’s easy [for clients] to find mistakes that are not grave enough just to make agencies feel they’re not doing a good job,” commented Dana Bonkowski. “But we have tons of research are at our disposal for clients to see. So the sooner we can use data to find the right segmentation strategy and set them off for success, the better.

 If you’re going to focus on the white half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.

So, trust that your agency knows how much segmentation you actually have to do. As Cynthia Dixon says, “If you don’t understand the basic platform of your product and the marketing position of your brand, it’s really hard for your partners to help you succeed. That’s really what’s gonna help us put your dollar in front of the person that’s gonna purchase your product.”

4. Collaboration Breeds Creativity

Multicultural marketing requires multiple creativity. We should be testing the best creatives, but what’s the best way to produce good creative, to begin with? The answer is a multicultural environment in every brief and every meeting. “Not having multicultural voices and eyes at the table is a miss,” asserts José Bello. “That’s what all clients need to do: never start a meeting without your multicultural eyes present. It’s the client’s prerogative to ask, ‘Where is the multicultural team? Where is my multicultural media person and my multicultural creative person?’ If there isn’t one, don’t start the meeting. Wait for them or postpone until they can be there, because that meeting would yield incomplete results.

Starcom USA’s Darcy Bowe

Once you have a skilled and diverse team, use it to really create a connection with your identified target. “We should be talking to audiences individually because they value our brand and we need to communicate which values the brand can offer them,” says Darcy Bowe. “If we don’t expand our creative capabilities and have more than one message to talk to more than one audience, we’re just trying to shove our message down everyone’s throats because we identify them as a potential customer, but we’re not really talking to them.”

The more individuals we can get comfortable talking about multicultural, the better chance we have to succeed. 

Working Together Towards Inclusion

Ultimately, a team must always be willing to cooperate to reach a common goal. “This collaborative process of wanting to move this marketplace forward should always be at the forefront,” declared Jessica Román. “It shouldn’t be ‘us against them’, we should all be ready to embark on this process together.”

multicultural marketing campaign "toma leche"
Agency Star Committee Members granted Gallegos United the 2018 Portada Award to the Top Multicultural Campaign Driven by Multicultural Insights. By using a strong Hispanic insight, their Toma Leche/El Chavo campaign in California generated total market success.

In short, multicultural insights are essential for success. “The buyer out there is multicultural, there’s no way around it,” declares David Queamante. “If you’re going to focus on the non-ethnic half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.” 

The main takeaway from the panel are these three concepts: self-evaluation, inclusion, and collaboration. Willingness to go back a few steps in order to go forward. A commitment to creating real connections with real people, the groups of individuals that constitute our market and our society. “This isn’t a secret,” shared Dana Bonkowski. “The one thing we have in common is that we’re nimble. We’re here to serve our clients. There are different paths to success. The key thing is that the more individuals are comfortable talking about multicultural, the better chance we have to succeed.”

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next career move? Check out Portada’s Career Board!)

 

Impremedia has appointed Liliana Madrid as its new Revenue Director, Digital. Madrid will replace Juan Chouza, who has stepped down from the role to become Xaxis’ Relationship Director.

 

 

 

 

 

 

Gap Kim will oversee Global Business Marketing at Twitter. In his new role, Kim is tasked with communicating Twitter’s advertising value to businesses. In his last role at WhatsApp, Kim was responsible for leading product marketing strategy for business, brand and growth.

 

 

 

 

 

 

The Out of Home Advertising Association of America (OAAA) has tapped Interactive Advertising Bureau (IAB) Executive Vice President Anna Bager as its next president and CEO. She replaces Nancy Fletcher, who’s led the OAAA since 1991. Bager’s appointment is effective on September 16, 2019. During her more than eight-year tenure at IAB, Bager led all-digital, mobile, video, and data industry initiatives representing more than 650 member companies.

 

 

 

 

 

McDonald’s will not refill the role of Global Chief Marketing Officer after Silvia Lagnado steps down from the role in October. Lagnado has been with the company since 2015. Global marketing at the company will now be overseen by Colin Mitchell, Senior Vice-President of Global Marketing and Bob Rupczynski, Senior Vice-President of Marketing Technology.

 

 

 

 

 

Nike Inc. is reshuffling its marketing team. Adrienne Lofton, who spent nine years at Under Armour in top marketing roles, is joining Nike as VP of Marketing for North America. Nike veteran Nicole Hubbard Graham will take on an expanded role as VP of Global Category and Nike Direct Marketing. Gino Fisanotti will move to the newly-created role of VP of Global Brand Creative.

 

 

 

 

Imagen relacionadaHorizon Media announced the launch of new full-service multicultural agency 305 Worldwide in partnership with Armando Christian Pérez, aka Pitbull, the Grammy-winning artist and

Resultado de imagen para karina dobarroentrepreneur.

The new shop will be headquartered in New York. Pérez will serve as Chief Creative at the new venture and Karina Dobarro, Horizon’s senior vice president, managing director, multicultural & former Portada Council System member, will also serve as Chief Strategist at 305 Worldwide.

 

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Ticketmaster has named Kathryn Frederick as it’s new Chief Marketing Officer. As CMO, Frederick will lead the company’s performance marketing, brand, partnership, insights, growth, and digital marketing teams.

 

 

 

 

 

 

 

Jeff Guaracino, president and CEO of VISIT PHILADELPHIA®, has announced the formation of an executive leadership team. Neil Frauenglass, a veteran of New York’s McCann Erickson agency, has been appointed as Chief Marketing Officer. Frauenglass will lead VISIT PHILADELPHIA’s advertising, communications, and social media teams.

 

 

 

 

 

 

Ari Weiss has been promoted to Chief Creative Officer of DDB Worldwide, expanding his remit to include creative responsibilities of the global network. Weiss joined DDB in 2016.

 

 

 

 

 

 

Manny Gonzalez has been promoted to Senior Director, Trade Marketing Cultural Diversity at Moët Hennessy USA. He first joined the company in 2009 as Director, Multicultural Marketing.

 

 

 

 

 

 

Crystal Rix, Chief Strategy Officer at BBDO New York, will become Global Chief Marketing Officer for BBDO Worldwide, in addition to her current role. She has been with BBDO for 15 years.

 

 

 

 

 

 

Cory Berger is joining Grey as its first Worldwide Chief Marketing Officer. Berger will lead the planning, development, and execution of the agency’s marketing, reputation management, and multinational new business efforts.