What: Marketing disruptors and innovators shared insights on the advance of marketing technology in Latin Markets at Portada Miami on April 12. Here are some of the takeaways that you missed.
Why it matters: In its twelfth annual edition, Portada Miami gathered over 100 decision-makers involved with major brands across all sectors, and provided a space for top quality networking and knowledge-sharing.
This fragmented, hyper-connected world forces us to adapt to the new trends as soon as they appear. And even though data, the blueprint of this ship we’re all on, is there to guide us through the process, the fact is there’s too much of it available to even comprehend.
Technology is an enabler, but it demands early adoption. As demonstrated throughout the Portada Miami series of talks and panels last Friday, tools like AI are here to help, but there are barriers that have kept certain markets behind. However, both brands and service providers are getting ahead, and it is precisely spaces like Portada Miami that allow collective knowledge to grow.
During the private activities of the Portada Council System on Thursday, three of the council units, the Travel Marketing Board, the Americas Board, and the Brand Star Committee Latam discussed relevant topics like social media’s evolving role, knowing your customer in a multi-channel world, digital organization, brand differentiation, and strategic video use. Right after the meeting, Travel Marketing Board Ana Laura Acevedo, SVP, Marketing & Business Development at RCI Latin America, sent an email to her team to put in practice an idea that had come to her while talking to her peers.
Attendees could network with members of the Portada Council System the day after, and listen to the brilliant speakers on the Portada Miami agenda, who also discussed the role of the city and its future as a marketing hub. At the Portada Meet-Up session, ticket holders held one-on-one meetings with brand and agency executives of their choice. Here are some of the key takeaways of the #PortadaMIA panels.
“Contextual relevance is what earns you the right to engage with the multicultural consumer. We use data to vet that environment or content.”
(Ana Crandell, Group Account Director, OMD Multicultural)
“Have very clear goals and objectives, stick to your strategy and plan, and know it takes time to reach your objectives.”
(Christine Esteve, VP E-Commerce, Carnival Cruise Lines)
“Performance is something that has a very clear outcome. Make sure to understand your consumer, don’t do content for content’s sake.”
(Andrés Amezquita, VP Digital and Commercial Excellence, StanleyBlack&Decker Latin America)
“As marketers we need to understand consumers and identify what the barriers and frictions are, and only then look at how technology can help.”
(Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing, Visa Inc.)
“The online consumer today is not determined by demographics but by their interaction with digital. “
(Carlos Leal, Marketing Director, Rappi)
“We started from the premise that especially in Latin America, when you really love something, you live it.”
(Carlo Espinoza, Senior Marketing Manager, Latin America Beverages
“The diverse Miami workforce reflects what the United States will look like in years to come.”
(Joseph Roisman, EVP, Perry Ellis International & Jaap Donath, Ph.D., Senior Vice President, Research & Strategic Planning, The Miami-Dade Beacon Council)