What: Major media and brand executives gathered at Portada Miami to share their experience and vision of the rapidly evolving landscape of marketing technology in Latin America.
Why it matters: The twelfth annual edition of #PortadaMIA focused on how technological innovation is reshaping the Latin America and US marketing space, and provided key takeaways on topics including ROPO, how data drives content, e-commerce, pan-regional marketing, and Miami’s growing importance as a marketing hub.
An impressive roster of marketing and media professionals gathered at the twelfth edition of Portada Miami to share their experience, vision, and insights into the rapidly advancing landscape of marketing technology in Latin markets, as well as the U.S.
Key takeaways included:
- The right data can be hard to find, and even more difficult to build when understanding the consumer in Latin America.
- Brands shouldn’t shy away from partnering with third-party providers when gathering and analyzing the data needed to provide actionable insights.
- Back to basics still count: clearly established objectives should always drive the use of data and marketing technology.
- Know your data sample: be sure it accurately represent the market you’re targeting.
- Carefully monitor how your target audience consumes content so you know what relevant content is before you build a content strategy.
- Research online is going to continue to grow and trigger sales.
- Visiting websites is one of the most common activities on mobile phones in LATAM.
- The online consumer today is not determined by demographics but rather by their interaction with digital.
- Miami’s diverse workforce reflects what the U.S. will look like in years to come.
Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/US, kicked off Portada Miami with remarks highlighting the importance of making content relevant to consumers. “People engage with content that they believe in. That is one of the strengths of CNN,” she said. The day’s Thought Leadership Breakfast sponsored by CNN also emphasized the importance of the mobile phone for communicating with markets, as well as the growing role of voice-activated speakers like Alexa in consumers’ daily lives. It was also noted that there are more than 5 million hours of content uploaded to video platforms every day.
To Partner or Not to Partner
The debate over when, how and whether to partner when building data and content strategies was extensively debated by participants at #PortadaMIA, reflecting the lasting importance of this key question for brands. “There is a lot of data, so using the right technology and not being afraid to partner with the people that can give you the actionable insight,” is very important, Ana Hoyos, Director of Meltwater Latin America, advised during the day’s second panel Marketing Tech in Latin America: The Opportunities Ahead.
Speakers at the day’s first panel had a back-to-basics message for their audience, emphasizing the need to take care that your data sample accurately reflects the markets. Establishing clear objectives at the start of any initiative also won resounding agreement from the panel participants.
“I always ask: what is your objective when you start a project?” panelist Andrew W. Russo, VP of Data Science at Starmark, advised listeners.
Build Connections with Relevant Content
Portada Miami participants repeatedly emphasized the importance of making content relevant to the target market. Watch what your target audience is consuming content for, and how that relates to commerce. Understand what is relevant content before creating your content strategy, Andres Amezquita, VP Digital and Commercial Excellence at StanleyBlack & Decker told attendees.
That point was endorsed again by Carlos Leal, Marketing Director at Rappi, when he was interviewed by Kate Canel, Director of Performance Media at The Shipyard during the panel ROPO: A Deep Dive held in the afternoon.
It’s not demographics that determines the online consumer, but instead, watch their interaction with digital, Leal said. “The ROPO effect consolidates the strength of digital as an information channel.”
But Leal warned his audience that the ROPO (Research Online, Purchase Offline) consumer, because he or she tends to always be informed before buying, tends to be more unfaithful at the point of sale. “The ROPO consumer feels like researching in digital, but his purchase is still conditioned by the need to see product advice from a seller,” Leal said.
Miami: Gateway to Latin America
Portada Miami attendees applauded remarks by Carlo Espinoza, Senior Marketing Manager, Latin America Beverages, Pepsico highlighting Pepsi’s phenomenally successful campaigns reaching out to new generations of consumers in Colombia and Jamaica.
And the backdrop of Miami’s spectacular waterfront and the towering Brickell City Centre served as perfect reminders of the importance of Miami in pan-regional marketing and as a gateway of diversity to Latin America.
An influx of new immigrants to the city, and the excellence of Miami’s colleges and universities contribute to creating a vibrant and diverse workforce that is a harbinger of what the U.S. will look like in the years to come, said Joseph Roisman, EVP, Perry Ellis International during the day’s final panel Miami’s Evolving Role As A Marketing Hub: A Brand Marketer’s View.