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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 marketing 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?”

 

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.

 

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.

 

 

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

 

  • Mastercard

Mastercard introduces its first flagship restaurant experience, PRICELESS – An International Culinary Collective, created in partnership with Spring at its venue in New York City. The experience will recreate immersive, multi-sensory experiences from world-renowned chefs and mixologists who are driving what’s next in dining and cocktails. The first three culinary destinations to take up residency at PRICELESS include The Rock from Zanzibar, Tanzania, Teruzushi from Kitakyushu, Japan and Lyaness from London, United Kingdom. The PRICELESS rooftop at Spring will also host a global food experience expertly curated by Chef JJ Johnson.PRICELESS – An International Culinary Collective builds upon Mastercard’s focus on curating exclusive culinary experiences that began with the introduction of PRICELESS Tables. Mastercard has hosted PRICELESS Tables across the globe in landmark locations such as top of a billboard on Times Square, in the Museum of Natural History, at the Christ the Redeemer in Rio and atop Palazzo Beltrami overlooking the Duomo in Milan. Mastercard has also long partnered with some of the most pre-eminent global chefs. Recently, it opened Bistro by Mastercard, a place for more discerning travelers to have a sit-down meal at Rome’s Fumiciano airport.

 

  • Bravo Supermarkets

Hispanic supermarket chain Bravo Supermarkets is growing its Florida locations and will open new Bearss Avenue and Brandon locations in Tampa as other retailers compete for Latin American shoppers.For the past several years, Tampa Bay has had three Bravo stores in Hillsborough and a single location in Dade City. But soon, Tampa will gain another location and Brandon will get its first. In the next six months, Wallin said at least six more Bravo stores will open in Florida.From 2010 to 2018, Hillsborough County’s Hispanic population grew by about 37 percent, according to population estimates by the U.S. Census Bureau. About 29 percent of the county is Hispanic, at about 420,100 people, according to that data.Retailers are increasingly catering to the Hispanic community beyond Miami to stand out in a sea of options.In the past couple of years, Southeastern Grocers has turned Winn-Dixie stores in Hispanic neighborhoods into their new Fresco y Más Brand. Miami has more than 20 Fresco y Más stores and Tampa got two of its own in 2018.

 

  • Vistaprint

Vistaprint named Starcom media AOR following a review launched in October 2018. Havas was the incumbent. Vistaprint, a Cimpress company, helps small business owners create expertly designed, up-to-date custom marketing – the assortment of products. Vistaprint spent US$30.27 million on advertising during Q1 2019 and US$151.70 million during the full 12 months of 2018, according to Kantar Media.

 

  • Sonic Drive-In

Sonic Corp., more commonly known as Sonic, the operator of an American drive-in fast-food restaurant chain based in Oklahoma City, Oklahoma and acquired by Inspire Brands, has named Mother creative AOR. Mother’s Los Angeles office will handle the account and the new work will begin appearing in 2020. The brand will continue working with Zenith on media, VaynerMedia on social and digital, and Signal Theory on areas such as merchandising, printed materials and local assets.

 

 

  • Tricolor Auto Group & Ganas Auto Group

The Tricolor Auto Group in Texas and the Ganas Auto Group in California are again using technology to reach potential Hispanic customers. LivePerson Automotive, a division of global conversational commerce solutions provider LivePerson, recently launched its first WhatsApp implementation for an automotive dealer group, rolling out web and mobile messaging for Tricolor and Ganas, which describe themselves as mission-driven to sell and finance high-quality, certified used vehicles through its premium brands, utilizing advanced data analytics and technology to advance financial inclusion to a highly underserved market.Using the LiveEngage platform, Tricolor and Ganas are looking to provide end-to-end customer conversations using a variety of messaging channels, making it simple for consumers to connect with the dealership groups.Adding LivePerson Automotive’s messaging solutions for car shopping and service, including WhatsApp as a messaging channel, can give the bilingual concierge agents at Ganas the opportunity to connect with shoppers and owners in a messaging channel heavily utilized worldwide. “WhatsApp is the go-to messaging application in the Latino community,” said Mauricio Delgado, Tricolor’s chief product and strategy officer.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

 

  • The Habit Burger Grill

The Habit Restaurants appointed Innocean USA as its first creative and media AOR for the burger restaurant chain. Established 50 years ago, The Habit has over 260 restaurants in 12 states throughout Arizona, California, Florida, Idaho, Maryland, Nevada, New Jersey, North Carolina, Pennsylvania, Utah, Virginia, and Washington, and six international locations.The Habit spent just over US$300,000 on measured media in 2018 according to Kantar Media.

 

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • Skinny Latina

Milam’s Markets and Norman Brother’s Produce have added Skinny Latina to their store shelves. Find us also at Publix and Whole Foods Stores throughout Florida as well as select Fresh Market stores in Dade and Broward County. Skinny Latina Marinade creator Ana Quincoces, voted Miami’s “Hottest Chef,” is well known in the media and enjoys a strong social media platform. Ana was able to parlay her celebrity into a thriving enterprise which includes television shows and appearances, several cookbooks, and her own growing line of food products Skinny Latina® as well as endorsement deals with some of the world’s biggest brands including Target, Unilever, Olay, Smithfield, Nestle and others.

 

 

 

  • Mondelez

Mondelez hopes to reach more Hispanic-American consumers, and it’s working with the Spanish-language media group Univision to launch a campaign featuring up-and-coming Colombian pop singer Sebastian Yatra. Enlisting creative agency Spark Foundry, Mondelez and Univision worked together to create the “Vive al Ritmo de Tu Antojo” campaign, which roughly translates to “Live to the Rhythm of Your Desire.” Featuring Yatra as a spokesman for some of Mondelez’s major snack brands (Oreo, belVita, Chips Ahoy, Ritz, Sour Patch Kids and Trident), the campaign will encompass a series of Spanish-language ads slated to run across Univision properties through the Latin Grammys in November. The campaign debuts Monday with a TV spot for Oreo that has Yatra promoting the cookie as “the perfect companion” for the Premios Juventud, an annual youth-oriented award show presented by Univision that celebrates Hispanic stars in film, music and sports.The partnership will feature a host of marketing methods, including radio spots, social content and experiential activations. Brand Labs also works with companies on insights and strategies for reaching Hispanic consumers.

 

  • McDonald’s

McDonald’s has hired the New York office of independent agency Wieden + Kennedy for a major upcoming project, according to several parties with direct knowledge of the matter. This news comes as the brand completes a comprehensive review of its U.S. marketing strategy and re-evaluating its agency model, threatening We Are Unlimited, the agency that Omnicom’s DDB created in 2016 to handle U.S creative for the restaurant chain.

 

 

  • Cinépolis

Cinépolisthe 2nd largest cinema operator in the world in terms of moviegoers, announced the acquisition of Moviehouse & Eatery, an upscale dine-in movie theatre circuit in Texas with 5 operating locations and one under construction. As of the completion of the transaction, Cinépolis operates 258 screens at 26 locations in 7 states in the United States. Cinépolis, a powerhouse in global cinema with almost five decades of operating experience, currently operates 5,941 screens across 738 cinemas, with presence in 17 countries, entertaining over 338 million patrons annually.Since the opening of its first theatre in 2012, Moviehouse & Eatery has quickly become one of the leading upscale dine-in theatre operators in Texas with 5 theatres and 47 screens in the Austin and Dallas metropolitan areas, appealing to an affluent, family-oriented demographic.Effective immediately, the acquisition expands Cinépolis USA’s footprint, with no immediate plans to make any operational or guest-facing changes to the Moviehouse & Eatery brand.  Moviehouse & Eatery will continue to operate independently until further notice and retain all existing employees, programs and scheduled events.

 

  • Bed Bath & Beyond

North American chain of domestic merchandise retail stores Bed Bath & Beyond kicked off a media and creative review of in June to revamp its brand ahead of the holiday season. Publicis Groupe, Omnicom and WPP’s GroupM agencies are all participating, Adage reports. This marks the first time Bed Bath & Beyond has launched an agency review at this scale. The brand recently hired Kepler Group, a data-driven marketing firm, to handle its digital-display planning, buying and optimization.The brand is committed to improving its target-marketing tactics according to a statement last June. It said that a “key focus” of its marketing strategy over the following 18 months would be to “tailor timing, content and design of messaging to each customer, depending on their attributes, context and behaviors.Bed Bath & Beyond operates 1,530 retail locations in the U.S., Canada, Mexico and Puerto Rico.

 

 

  • USG Corp.

USG Corporation, also known as United States Gypsum Corporation, the American company which manufactures construction materials, has appointed Laughlin Constable as its´ media agency of record following a formal review. LC will manage all media planning, buying and measurement for USG’s three primary business units: performance materials, ceilings and gypsum.

 

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Tricolor Auto Group

LivePerson Automotive, a division of global conversational commerce solutions provider LivePerson, Inc., announced that its first WhatsApp implementation for an automotive dealer group has launched, along with web and mobile messaging for the Tricolor Auto Group. Using the LiveEngage® platform, Tricolor will provide end-to-end customer conversations using a variety of messaging channels, making it simple for consumers to connect with the dealership group.Tricolor is a mission-driven company which sells and finances high quality, certified used motor vehicles through its premium brands, Tricolor Auto Group in Texas and Ganas Auto Group in California, utilizing advanced data analytics and technology to advance financial inclusion to a highly underserved market. “One of Tricolor Auto Group’s goals is to make it easier for Spanish-speakers to buy a car and get reliable, trustworthy service — both of which can be complex, confusing experiences,” said Mauricio Delgado, Tricolor’s chief product and strategy officer.Adding LivePerson Automotive’s messaging solutions for car shopping and service, including WhatsApp as a messaging channel, gives the bilingual concierge agents at Ganas the opportunity to connect with shoppers and owners in a messaging channel heavily utilized worldwide. Consumers familiar with the Ganas brand opt in to message with agents through the WhatsApp icon found on their website on both desktops and mobile devices.The Tricolor team’s mission is to build relationships with the Latino community.

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

Mariano Rivera World Tour Apparel Collection will be launched by Bleacher Report to honor the Panamanian-American former professional baseball pitcher. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop. 

MLB

  • Bleacher Report is launching the Mariano Rivera World Tour Apparel Collection. The collection includes two designs in short and long sleeve: Unanimous World Tour and Save New York – featuring locations for all of his 652 saves during the Panamanian-American former professional baseball pitcher’s career and designed by contemporary Latino pop artist and native New Yorker, M. Tony Peralta.

Mariano Rivera Apparel Collection

  • Major League Baseball (MLB) is considering allowing sponsorship patches on its teams’ uniforms within three years. According to the Sports Business Journal (SBJ), the MLB has seen the NBA’s jersey branding success and is interested in following its lead. The deals bring in an average of US$7 million a year per team. Van Wagner Sports & Entertainment confirmed to the SBJ that some MLB franchises have been approaching the sports agency for evaluations of the potential new inventory.

 

  • Last week MLB and YouTube had their first exclusive broadcast as partners. It saw over 200,000 concurrent viewers at peak of the Phillies’ win over the Dodgers, according to Google. The game also saw more than 2 million views on the league’s official channel.

eSports

  • Social broadcasting service Caffeine has become the streaming partner to the US League of Legends Championship Series (LCS). Caffeine will host the official LCS broadcast every weekend. This will include the remainder of the 2019 Summer Split regular season, the LCS playoffs, finals, and regional qualifiers.

Subscribe to Portada’s weekly Sports Marketing Updates!

UFC

  • UFC and Blackheart Premium Spiced Rum have extended their multi-year marketing partnership. The spirits brand will continue to offer fan experiences and will have a branded presence inside the Octagon during key UFC events. Blackheart will also have a presence on UFC’s official Instagram as the presenting sponsor of select “Shot of the Night”.

 

  • UFC Arabiahas become the first Arabic language UFC streaming platform in the MENA region. Fans in the region’s 21 countries will now have access to exclusively live stream events as well as a range of fight videos. “We are very excited to welcome back UFC to Abu Dhabi. We are thrilled to allow all passionate fans in the UAE, and MENA, a chance to exclusively live stream all UFC events. This step reaffirms our commitment to bringing all major sports to our viewers in the region,” said Abdulrahman Awadh Al Harthi, Executive Director of Television at Abu Dhabi Media.

Broadcasting

  • Univision Deportes has officially rebranded as TUDN, after sealing its cross-border partnership with Mexico’s Grupo Televisa. TUDN is the channel’s new name, with TUDN branding also running across sports telecasts on Univision Network, UniMás, Galavisión and across their audio and digital platforms. Televisa and Univision will also be sharing programming and talent.

Boxing

  • The World Series of Boxing might be disappearing soon, according to a report from Inside the Games. The organization has indefinitely suspended its activities and could disband after the International Boxing Association confirmed it could not fulfill its agreement with the competition’s main investor. Only a significant investment could save the organization at this point.

Portada NY Sept. 12 top-notch program includes one-on-one meetings with major brand marketers engaging consumers through sports content who represent companies like Anheuser-Busch, SAP, MasterCard, Kia, Wells Fargo and many more. The event will take place at the Westin New York at Times Square. Get tickets here (early bird expires on July 31!).

Join us for the 13th annual edition of Portada New York where marketing innovators will delve deep into sports marketing  and new consumer insights in Multicultural America.

 

On the agenda on September 12

Senior brand executives and thought leaders will explore topics including the below:

  • KEYNOTE INTERVIEW with Nick Kelly, Head of U.S. Sports Marketing, Anheuser-Busch
  • CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION
  • THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.
  • 5G: How increased connectivity will change media and content strategies…
  • PASSION POINT FOOD: Food is a key cultural factor to bring Hispanic families together.
    and much more….

Choose Your One-on-One Meetings with Brands Engaging Consumers Through Sports

Meeting opportunities with Brand Marketers engaging consumers through sports.

In addition, Portada NY offers senior executives from tech, media and marketing firms will have the opportunity to meet brands engaging consumers through sports. marketers in one-on-one meetings.

 

THE LIST OF BRAND MARKETERS AVAILABLE FOR ONE-ON-ONE MEETINGS INCLUDES:

Director, Consumer Marketing Sponsorships, ALLSTATE INSURANCE

VP, Field Marketing Sponsorships & Events, CONSTELLATION BRANDS

VP, Head of Sponsorships North America, MASTERCARD

Group Brand Director Tequila, PROXIMO SPIRITS

VP, Marketing, NORTHGATE MARKETS

Head of US Sports Marketing, ANHEUSER-BUSCH INBEV

Senior Manager, Advertising & Marketing, Multicultural, KIA MOTORS AMERICA

Multicultural Marketing Manager, NESTLE USA

VP, Global Sponsorships, SAP

Senior Brand and Latino Marketing Manager, INTUIT

National Media Manager, JCPENNEY

VP, Hispanic Segment Strategy Leader, WELLS FARGO

Program Leader, Hispanic Marketing & Advertising, DOMINO’S

National Director, Multicultural & Growth Markets, REALOGY

Director, Mexican Imports, ANHEUSER-BUSCH

US Managing Director, CH CAROLINA HERRERA

Digital Marketing Manager – SEM & SEO, SPRINT

Head of Marketing, EL SUPER

Assistant VP, Brand Marketing & Advertising, OPPENHEIMERFUNDS

Senior Brand Manager, DEWARS SCOTCH WHISKY BACARDI

Sr. Director of Global Marketing, PAULA’S CHOICE SKINCARE LLC

Brand Director, HEINEKEN

EVP I CMO, CURACAO

VP, Sponsorships, WELLS FARGO

Manager, CALIFORNIA ENDOWMENT

Associate Marketing Manager Multicultural, ALLSTATE INSURANCE

Category Marketing Manager, GRACEKENNEDY LTD

…and many more to be added!

 

CLICK HERE TO GET EARLY-BIRD TICKETS including three-eight minute meetings  with brand marketers engaging consumers through sports. (A form to select your meeting partners will be sent to you after registration, US $599 EXPIRING THIS 07/31)

 

Portada NY’s top-notch program includes unique networking and one-on-one knowledge-sharing opportunities with brand marketers who are members of Portada’s Council System. Check out the evolving agenda and get tickets here (early bird expires on July 31!).

Join us for the 13th annual edition of Portada New York where marketing innovators will delve deep into how best to leverage marketing technology and new consumer insights in Multicultural America.

 

On the agenda on September 12

Senior brand executives and thought leaders will explore topics including the below:

  • PASSION POINT FOOD: Food is a key cultural factor to bring Hispanic families together.
  • THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.
  • OMNICHANNEL MARKETING TARGETING LATIN AUDIENCES: A case study.
  • 5G: How increased connectivity will change media and content strategies…
  • HOW MULTI-TOUCH ATTRIBUTION IS EMPOWERING VIDEO
  • HOT TOPIC: Multicultural Audience Measurement- Solution Approaches.

 

Choose Your First-Rate Networking Opportunities

Networking and Knowledge-Sharing OpportunitiesPortada New York will also be the meeting point for Portada’s Council System with the Brand Star Committee, Agency Star Committee and the Sports Marketing Board holding their second 2019 in-person meetings.

In addition, Portada NY offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meet-up offering.

 

THE LIST OF MARKETERS AVAILABLE FOR ONE-ON-ONE MEETINGS INCLUDES:

Director, Consumer Marketing Sponsorships, ALLSTATE INSURANCE

VP, Field Marketing Sponsorships & Events, CONSTELLATION BRANDS

VP, Head of Sponsorships North America, MASTERCARD

Group Brand Director Tequila, PROXIMO SPIRITS

VP, Marketing, NORTHGATE MARKETS

Head of US Sports Marketing, ANHEUSER-BUSCH INBEV

Senior Manager, Advertising & Marketing, Multicultural, KIA MOTORS AMERICA

Multicultural Marketing Manager, NESTLE USA

VP, Global Sponsorships, SAP

Senior Brand and Latino Marketing Manager, INTUIT

National Media Manager, JCPENNEY

VP, Hispanic Segment Strategy Leader, WELLS FARGO

Program Leader, Hispanic Marketing & Advertising, DOMINO’S

National Director, Multicultural & Growth Markets, REALOGY

Director, Mexican Imports, ANHEUSER-BUSCH

US Managing Director, CH CAROLINA HERRERA

Digital Marketing Manager – SEM & SEO, SPRINT

Head of Marketing, EL SUPER

Assistant VP, Brand Marketing & Advertising, OPPENHEIMERFUNDS

Senior Brand Manager, DEWARS SCOTCH WHISKY BACARDI

Sr. Director of Global Marketing, PAULA’S CHOICE SKINCARE LLC

Brand Director, HEINEKEN

EVP I CMO, CURACAO

VP, Sponsorships, WELLS FARGO

Manager, CALIFORNIA ENDOWMENT

Associate Marketing Manager Multicultural, ALLSTATE INSURANCE

Category Marketing Manager, GRACEKENNEDY LTD

‎SVP Multicultural Lead, STARCOM

SVP Media Director, STARCOM

VP Media Director, PUBLICIS GROUPE

Senior Digital Director, Senior Partner, GROUPM

Multicultural Manager, National Video Investment, GROUPM

SVP Director Multicultural, SPARK FOUNDRY

Director of Performance Media, THE SHIPYARD

Director, HEARTS & SCIENCE

Supervisor Buying, OMD USA

Media Director, SPARK FOUNDRY

VP Media Director, SPARK FOUNDRY

SVP Client Business Partner, UMWW

Director Multicultural, HAWORTH MARKETING + MEDIA

And many more!

 

CLICK HERE TO GET EARLY-BIRD TICKETS! ($599) (EXPIRING THIS 07/31)

 

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!)

 

 

Netflix has named Jackie Lee-Joe, a BBC veteran, as its new Chief Marketing Officer as the company looks to fight off a growing number of video subscription rivals.

 

 

 

 

 

 

 

WarnerMedia‘s president of ad sales, Donna Speciale, is leaving the company. Speciale’s exit marks a larger company-wide shakeup. Executive vice-president of portfolio sales and client partnerships, Frank Sgrizzi, and executive vice-president of Turner’s Ignite, Dan Riess, will both be leaving WarnerMedia this fall.

 

 

 

 

 

Wavemaker has appointed MediaCom’s Chief Operations Officer Toby Jenner as new CEO. Jenner succeeds Tim Castree, who stepped down in December 2018 to become North American chief executive at GroupM.

 

 

 

 

 

 

The National Basketball Association has hired Twitch Chief Marketing Officer Kate Jhaveri as its next CMO, replacing Pam El. Jhaveri previously served as head of consumer marketing at Twitter and head of brand marketing at Facebook.

 

 

 

 

 

Publicis Groupe has announced a restructuring of its U.S. operations. The new U.S. ComEx team is chaired by Arthur Sadoun, Chairman-CEO, Publicis Groupe, and includes the newly added Bryan Kennedy, CEO, Epsilon as well as Tim Jones, CEO, Publicis Media Americas; Ros King, the Groupe’s executive vice president, global clients, Steve King, COO, Publicis Groupe & CEO, Publicis Media; Adrian Sayliss, CFO, Publicis Groupe North America; Carla Serrano, the Groupe’s Chief Strategy Officer; Liz Taylor, Chief Creative Officer, Publicis Communications US-CCO, Leo Burnett Worldwide; and Nigel Vaz, CEO, Publicis Sapient.

In addition, the Groupe is organizing its creative brand portfolio into three geographic zones. Andrew Bruce becomes CEO, Publicis Communications West, Andrew Swinand will oversee the middle region of the country as CEO, Publicis Communications Center, and Jem Ripley returns to Publicis Groupe as Publicis Communications East CEO.

 

What: The internet offers seemingly infinite ways for consumers to research products and services before making a purchase. Aeromexico and Palace Resorts explain how they leverage key benefits of marketing automation to start a conversation and turn consumers’ digital research into online and offline sales.
Why it matters: No matter how much technology brands throw at marketing, excellent content, and the human factor count for a lot, especially when consumers are purchasing an experience and not just on price.

Consumers’ Digital Research Speaks Volumes

Palace Resorts is not just any resort. Its 10 oceanfront properties spread across Jamaica and Mexico on the Caribbean and the Pacific offer an all-inclusive vacation of a lifetime. That’s why consumers looking for an exceptional experience do a lot of digital research before making their purchases.

“We’re not a commodity you buy on a budget. So we talk a lot about our destinations,” Gerardo Garcia, Palace Resorts’ Vice President of Sales and Marketing in the USA, told Portada during a sit-down interview at Portada Miami. “We try to bring the customer into a conversation.”

Our core business is to run successful hotels, so we have to find the right people on the technology side.

Potential guests often visit 20 websites before booking. So, Palace Resorts has to be sure it has excellent content at each of those touch points so as to engage consumers and promote the brand. “People dedicate a lot of time to their process of buying a vacation. Their digital research process creates that inspirational moment,” Garcia told Portada.

Key Benefits of Marketing Automation: Balancing the Human Factor With Technology

Palace Resorts loves it when customers buy online, but a large percentage of its guests have lots of questions before booking. Thus, having a call center and live chat are key tools in the purchasing process.

Garcia’s marketing team includes 15 people dedicated solely to responding 24/7 to customers’ questions posted on social media or at Trip Advisor. “The more I learn about technology, the more I value the human factor,” Garcia said.

Gerardo Garcia (left) at Portada’s Travel Marketing Board’s Portada Miami Meeting

Working with third-party vendors is a critical part of Palace Resorts’ marketing strategy. Allowing vendors to manage technologyallows us to focus on our marketing strategies and find the right channel to launch that campaign. Our core business is to run successful hotels, so we have to find the right people on the technology side. Otherwise it becomes overwhelming,” Garcia explained.

Automated behavioral email is also one of the most important channels for communicating with existing customers. In addition to its CRM software tool Clever, Palace Resorts uses HubSpot to send emails based upon customers’ preferences.

 

 

A First for Aeromexico

Aeromexico is the first brand in Latin America to create a chatbot to respond to customers’ questions on WhatsApp. According to the airline’s Paola Camacho Stern, senior specialist co-brand partnerships, other brands are taking notice.

If customers don’t get the answers they need, the chatbot transfers them to Aeromexico’s call center. Ppersonnel there has actually been reduced thanks to the assistance of the chatbot.

In spite of the technology, the human factor remains a critical component for ticket sales since Aeromexico prides itself on the superior experience it provides travelers both in the air and on the ground.

We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them.

“We have a lot of people that want to talk to a human being. What we are looking for is a balance. I don’t think the call center is going to disappear, but our digital will grow more until it finds a balance,” Stern said.

 

 

Communicating the Experience with Content

 

Aeromexico relies heavily on social media to communicate its brand and the airline’s experience. “We have very strong social media channels, a lot of followers. We are focusing on making people feel like we’re not just an airline but the best company to take them from one place to another,” Stern explained.

Paola Camacho Stern at Portada’s Travel Marketing Board’s Portada Miami Meeting

The airline buys paid advertising, and uploads videos on Facebook which is its “strongest” social media channel.

Traditional media, too, plays an especially important role in Latin America. It includes the use of radio, outdoor advertising print, the airline’s inflight magazine as well as advertising before feature films in cinemas.

Key benefits of marketing automation include email, and Aeromexico uses it to launch campaigns and promotions and tell customers about new routes. It does extensive a/b testing to find the best messaging. Aeromexico also segments its databases to personalize offers.

“We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them. Traditional channels are more expensive. You need to find a mix. You can’t put everything in digital.”

 

What: The U.S. Supreme Court has ruled against the addition of a citizenship question to the 2020 census. President Trump has also announced that he is asking his legal team to delay the 2020 census.
Why it matters:  If the government managed to sneak the question into the census, undocumented migrants would be afraid of answering, which would cause a major undercount of the Hispanic population, as a substantial amount of Hispanics are citizens of Latin American countries.  This would diminish the rationale of marketing against this very important part of the U.S. population.

The U.S. Supreme Court has ruled against the addition of a citizenship question to the 2020 census. The Trump administration allegedly wanted to include this question because it would allow for better protections for minority voters, but the justices decided that the administration did not provide enough justification for including the question.

As a response, President Trump tweeted that he will try to delay the census until he can include the question. Because the justices sent the case back to a lower court, there’s a possibility that he could somehow provide the necessary justification for the citizenship question.

Also by Portada: GroupM’s Frances Rubio: “From a Data Perspective, the 2020 Census Will Add a Layer of Understanding of the U.S. Population”

What Does the Citizenship Question Mean for Marketing?

David Queamante discusses citizenship question implications
David Queamante

If the question were somehow included, the main consequence would be that immigrant households would refuse to answer. In the words of David Queamante, SVP, Client Business Partner at UM Worldwide, “a citizenship question might dissuade undocumented Hispanics, or Hispanics that are in the naturalization process (but not yet citizens) from responding to the census.” This would worsen an issue that started a long time ago. As Queamante explains, “for a long time there have been estimates that millions of resident Hispanics don’t complete the census. With the citizenship question, we would expect to see even more people disappearing from the census. Then, from a marketing perspective, it might ‘appear’ as if the Hispanic population was diminishing, or not growing at the rapid pace that we know it is.”

When asked about how a census delay could impact media buying, Queamante mentions it would not really have an effect. “The census takes quite a bit of time to be processed, and then applied to the population estimates that we use for our media math,” he points out. “In the meantime, we would continue to use the data we have available – whether that’s Nielsen population estimates, or the annual Census ACS reports.”

Will the 2020 Census Paid Media Campaign be postponed?

If the Trump administration succeeds in delaying the 2020 census, the paid media campaign to promote the Census could also be postponed. In 2016, the U.S. Census Bureau awarded its 2020 decennial census-integrated communications contract to Young & Rubicam (Y&R). Team Y&R taps into the expertise of 17 agencies, covering the capabilities and expertise needed for such a complex outreach effort. Agencies working with Y&R in the 2020 Census effort include Culture ONE World for Spanish-language media buys and Hogarth, which supports transcreation and in-language adaptation in more than 50 languages across 200 markets.

 

 

 

A summary of the most relevant LatAm consumer insight research. If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • In-Store Media, together with research agency IPSOS, conducted a study to understand the consumer behavior of digital grocery buyers in Mexico. The survey covered questions about their shopping habits, channels, demographic characteristics, favorite categories, and other preferences. The results show 39% of online grocery shoppers buy their groceries exclusively online. Moreover, 35% of online grocery purchases are completed via smartphones. Online-exclusive shoppers said it’s fundamental to receive their order on time (92%), while shoppers who combine online vs brick-and-mortar purchases think the priority is receiving products in good condition. 

 

  • According to Unisys’ 2019 Security Index Colombia has the second highest credit-card consumer distrust level just after the Philippines. Unisys’ Security Index found that 90% of Colombian credit-card holders are afraid of having their card information misused by third parties.  Furthermore, 87% of survey respondents said they are seriously worried about identity theft and personal data breach.

 

  • ReutersDigital News Report shows Latin American consumers have increased their use of Instagram and WhatsApp as news sources. The survey was conducted in Argentina, Brazil, Chile, and Mexico, with around 2,000 people interviewed in each country. When looking for news content, the region shows an average growth of 7.5% for Instagram and 4.2% for WhatsApp from 2018 to 2019. Even though Facebook only grew by 1.7%, it’s still the most-used social network for news consumption in the four countries, followed by WhatsApp in all except Mexico, where YouTube takes the second spot.

 

  • DAlessio Irol & Berensztein‘s latest survey shows 9 out of 10 Argentine middle-class homes have started buying cheaper food-and-beverage brands in recent months, reported Impulso Negocios. The survey found 89% of the higher-middle class, and 83% of the middle and lower-middle class have chosen second or own brands. In average, all consumers have lowered consumption of 13 food-and-beverage products. In the last 9 months, Argentines have increased their rice consumption by 43%. 

What: IAB Mexico has presented the results of its 11º Study of Media and Device Consumption, based on a survey of 1297 Mexican internet users.
Why it matters: The media landscape has evolved a great deal in the last 10 years; advertisers need to understand the different types of internet users to be able to cater to their needs in an effective way.

 

In a private event held in Mexico City this week, IAB Mexico presented the results of its 11º Study of Media and Device Consumption, developed by Kantar with sponsorship from Televisa Digital. In this edition, the study explores the habits of Mexican internet users and their relationship with digital advertising by dividing their behavior into four areas that correspond to the different devices, platforms, and activities related to the online world: digital, social, entertainment, and e-commerce.

In order to find out how consumers’ online habits have changed in the last 10 years, 1297 people between the ages of 13 and 70 were surveyed (49% women; 51% men), and their answers revealed that the percentage of connected population in Mexico grew from 30% to 67% (about 75.8 million internet users).

 

Digital Devices Continue to Rise

According to the study, there’ll be about 29 billion connected devices by 2022. Today, 90% of Mexican internet users own a smartphone, and 7 in every 10 declare owning a complementary device such as Smart TVs and speakers, wearables, streaming devices, etc. As explained in the report, “accurate understanding of all the different types of internet users provides the industry with tools to segment them according to their needs.

 

Social Media: Your New Best Friend?

A big majority (84%) of Mexican internet said they use an average of 4 different social media every day, and even though most of the social networks that were predominantly used 10 years ago have disappeared, two of them (Facebook and Twitter) are still on the top three.

As the study shows, users go to social media both to consume (86%) and to create content (94%), and 61% say they follow their favorite brands in order to keep themselves informed about news, discounts, and other consumers’ opinions. “In the last ten years, social media have evolved from a social communication space to a key ally for brands,” says the report.

 

Online Streaming Gives Consumers Freedom to Choose

From music to TV and videogames, 83% of surveyed respondents declared having access to online streaming services. The video platforms with more sustained growth are Netflix, Claro Video and Prime Video; Spotify leads the music category; and Xbox and Twitch are the videogame streamers with more users.

According to the report, advertisers have an opportunity to gain consumers’ attention provided that they take into account what really matters to them. Only 18% of viewers say they “always pay attention” to online ads, and the main reasons why the remaining respondents pay attention “sometimes” or “never” is that ads are simply not attractive, or that they feel their experience is being interrupted in an annoying way.

 

A Majority of Respondents Have Tried E-Commerce

Even though the growth has been slow, the study reports that e-commerce is gaining relevance among Mexican internet users, as 67% declares having completed an online purchase recently. Among the main reasons why they decided to buy online, they said “there was a special offer”, “it was quick and easy”, or “it was cheaper”. One of the things that have favored this growth, as said in the report, is the increase of connectivity both in and out of the store that allows consumers to compare prices. In average, consumers completed 3.5 e-commerce activities, with the top 5 categories being bank transactions, payment of services, clothes, electronic devices, and music.

However, it is still difficult to get the remaining 33% to make purchases online. Among those who declared not completing any transactions online recently, the main reasons were not having a credit card (42%), distrust when asked to share personal information (36%), and a wish to see the product before buying it (29%).

 

All images except feature image by Freepik.

Feature image by IAB Mexico / Kantar 

A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

  • Facebook says 3 million advertisers are now using its new Stories format on the Facebook, Messenger and WhatsApp platforms. Some 500 million post Stories daily and the format won the largest portion of year-over-year ad impressions growth during the first quarter of this year, according to Facebook’s Q1 results as reported by CNBC.

 

  • Brands may have a significant opportunity to increase their reach to consumers on social media when users unlock their cell phones, according to a new study by Verto Analytics. The study found that messaging and social media apps trigger more than 100 unlocks per user per month. The study also found that approximately 16% of Facebook usage on cell phones happens when the social media app is relaunched when the mobile phone is unlocked.

 

  • Facebook’s user base continues to grow in spite of the social media platform’s legal and privacy problems with regulators. The Facebook, Messenger, Instagram, and WhatsApp platforms have 2.7 billion monthly users worldwide and 2.1 billion open one of the apps everyday, according to reporting by Tech Crunch. Facebook grew its user base in Europe by 4 million during Q1 of this year.

 

  • More than 40% marketers surveyed by the Interactive Advertising Bureau and Winterberry Group said predictive modeling and segmentation will be their main focus this year. AI is increasingly being used by brands to arrive at more lucrative market segmentation from data gathering. More than half of those surveyed also expressed concern about the impact increased regulation may have on their data gathering and analysis capabilities, as reported by Emarketer.

 

  • Officials in Great Britain are recommending increased regulation of internet content that could result in individual liability for executives of large internet platforms like Google and Facebook, according to reporting by The New York Times. Prime Minister Teresa May was quoted by the Times as saying “for too long these companies have not done enough to protect users, especially children and young people, from harmful content.”

 

  • More images may mean higher SEO rankings by Google, according to research by seoClarity as reported by Media Post. The research found images were appearing more frequently in the top search results. Researchers said SEO optimization strategies need to take account of search engine users’ preference for images over text, as keywords used used in searches contain images more than one third of the time.

 

  • The online shopping application Dote has attracted $12 million in new funding and will offer online shopping parties to users that seek to replace the experience of going to the mall with friends. The application allows shoppers to make purchases on the Dote app from a range of retailers and includes recommendations from social media influencers, according to reporting by Tech Crunch.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Fernando Alonso
    Fernando Alonso.

    Fernando Alonso, known for his career in Formula One, has invested in an esports venture owned by the Miami-based Motorsport Network. As part of his position on the board, Alonso will participate in the Motorsport Network’s negotiations with other prospects who are interested in joining Motorsport Games. “Esport is no longer a fantasy, it’s a reality and something I have been passionate about for some time,” the Formula 1 driver said. “Investing in, and helping to lead Motorsport Games will allow me to make a real contribution to this exciting aspect of motorsport’s future.

 

  • The MLB has signed a four-year partnership extension with T-Mobile, designed to grow its OTT service MLB.TV subscriber base. The new agreement sees the telecommunication giant remain as title sponsor for the MLB All-Star Home Run Derby event, it also includes a provision offering T-Mobile subscribers a year’s access to MLB.TV, as well as premium features on the MLB At Bat app and other prize competitions. “We love baseball, and clearly, so do our customers. They streamed nearly three million hours of baseball with MLB.TV in 2018 – two times more than the year prior,” stated T-Mobile chief executive John Legere.

Subscribe to Portada weekly Sports Marketing Updates!

  • x - San Jose SharksThe National Hockey League (NHL) franchise San Jose Sharks have announced it would provide Spanish-language commentary on its OTT platforms and TV broadcasts, in conjunction with Tico Sports. Users will be able to access the Spanish-language stream on either the Sharks + SAP Centre app or via an SAP setting on NBC California television broadcast. The partnership with Tico also includes helping the Sharks expand their Spanish-language social media presence. Games will be live tweeted from a dedicated Los Tiburones account alongside additional original content.

 

  • ESPN+ locked UFC’s PPV events, becoming the platform’s exclusive distributor of events in the United States through 2025 and the single point of purchase for consumers. The deal kicks in with UFC 236: HOLLOWAY vs. POIRIER 2 on April 13, as part of 12 live events per year. “With the addition of UFC PPV events, we are making ESPN+ an absolute must-have for any fan of the UFC and mixed martial arts,” said Kevin Mayer, Chairman, Direct-to-Consumer & International, The Walt Disney Company. “In less than a year, ESPN+ has established itself as the leader in direct-to-consumer sports and this new programming agreement adds a significant business to our platform while reinforcing the value and strength of our product and our content lineup.”San Francisco GiantsAccording to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

  • Baseball team the San Francisco Giants have locked a ten-year, omnichannel retail partnership with Fanatics that will see the sports merchandise and apparel firm operate the team’s flagship store at Oracle Park, and all shopping experiences online and on mobile. As part of the agreement, Fanatics will combine its cloud-based technology and data platform with its on-demand manufacturing capabilities to identify unplanned ‘micro-moments’ so that it can create and distribute quick-turn Giants merchandise throughout the year.

Subscribe to Portada weekly Sports Marketing Updates!

  • The NBA has announced that the Chinese and Croatian national teams will join the 30 NBA franchises in the annual MGM Resorts NBA Summer League pre-season tournament. While China has already joined the NBA Summer League in 2007, this will be Croatia’s first time. For the second year in a row, Las Vegas will host all 30 NBA teams. In 2018, the Summer League set a new record for total attendance with 139,972 spectators with an additional 30.4 million hours of Summer League content watched on ESPN and NBA TV.

 

  • Combate AmericasCombate Americas is returning to Monterrey, N.L., Mex. with its second, annual ‘Estrellas’ event, featuring a collection of the MMA sports franchise’s talent, live in Spanish in the U.S. on both Univision (12a) and UDN and in English in the U.S. and Canada on DAZN (10p) on April 12.

 

  • USA Hockey and Chipotle Mexican Grill have renewed their partnership which makes de Mexican restaurant an official sponsor of USA Hockey. “We’re thrilled to have Chipotle continue as part of our corporate partner family,” stated Pat Kelleher, executive director of USA Hockey. “When our players and families think about a pre-game or post-game meal, Chipotle is a great choice. We look forward to enhancing our relationship and appreciate their engagement in growing and furthering our game.”

What: Employers, make sure to post your job offers in Portada’s career board, reaching thousands of marketing, advertising and tech professionals in the U.S. and Latin America.
Why it matters: We find the right person for the right job. Save time and find the right candidate with Portada’s help!

Portada is happy to reintroduce its Career Board, where both companies and job candidates can save time and find the right fit. If you’re a marketing or advertising professional looking for a job opportunity, check out the new openings on the board; you never know when you might find an open door!

If you have a good understanding of B2B marketing, experience with selling programmatic, and a deep understanding of online trends, you might want to check out the opening posted by IDG, a tech media, and data services agency, that is looking for a preferably bilingual (Spanish-English) Account Director to work from New York City.

We find the right person for the right job through Portada’s deep knowledge of the Multicultural and Latin American Marketing, Media and Tech industries to fill your job openings. If you would like to announce a job opening on Portada’s career board, email Sales Coordinator Michelle Lopez at michelle@portada-online.com and she will contact you asap.

 

Featured image created by yanalya – www.freepik.com

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!)

Mauricio Barriga, CEO of Ogilvy Colombia and Ogilvy Andina, has been named Global Director of The Coca-Cola Company  account. The executive, who was already leading the account in Latin America, will report directly to John Seifert, Ogilvy’s global CEO.

 

 

Publicis Communications has announced some changes in the leadership of two of its brazilian agencies:

 

Miriam Shirley becomes CEO of Sapient AG2.

 

 

 

 

Eduardo Lorenzi is the new CEO at Publicis Brazil.

 

 

 

 

 

 

FANDOM, one of the world’s largest community-driven platforms, announced that Perkins Miller will join the company as CEO. Miller will be based out of the San Francisco office beginning February 11th.Perkins Miller has significant experience building dynamic fan destinations at industry-leading companies. Most recently, he led the North America and Latin America businesses for StubHub, a multi-billion-dollar live events marketplace.  

 

 

 

 

 

 

 

 

AVON has appointed Sebastián Rilo as Supply Chain Executive Director for South Markets, who will report directly to Axel Gegenschatz, General Manager of Avon for Argentina, Chile and Uruguay (GMS).

 

 

 

Ogilvy Guatemala announced the appointment of media expert Felipe Izquierdo Touzetas as COO.

 

 

 

 

 

 

 

 

 

 

 

Publicis Sapient has named Nigel Vaz as it’s new global chief executive officer, succeeding Alan Wexler who will become chairman.

 

 

 

 

 

What: News broke that Facebook’s Mark Zuckerberg plans to merge the three instant-messaging platforms owned by the company.
Why it matters: Zuckerberg’s plan has brought up privacy and antitrust concerns, as it would bring Facebook even more power over 2.6 million users’ data.

According to a New York Times article published last Friday, Facebook CEO Mark Zuckerberg plans to merge instant messaging platforms WhatsApp, Messenger and Instagram in an effort to keep control over the company. The three services would continue to function as stand-alone apps, but the merger would allow more than 2.6 million users to communicate across platforms.

Since the news broke, antitrust, privacy and security concerns have been voiced. Even though the plan is still in the early stages, it could mean even more power for the company that has been involved in scandal for months over questionable handling of users’ data.

At an event in Brussels, former British deputy prime minister Nick Clegg, who joined Facebook as head of global policy and communications late last year, answered questions about the New York Times’ article and said that Facebook is still a long way off of merging the three instant-messaging platforms.

“It is so early days,” Clegg said. “We haven’t worked out how that will work, whether it’s workable, what regulators may or may not think about it before they jump to any conclusions, what you would need to do, how you make that work in the data infrastructure, how much data integration you need between them. I’m afraid I can’t give you much more color.”

Featured: Logo photo created by ijeab – www.freepik.com

What: Ana Acevedo, RCI’s senior vice president of marketing and Portada Travel Marketing Board Member, tells Portada that online reviews and user generated content marketing are growing in importance in Latin America.
Why it matters: As a result, RCI is finding new ways to leverage online reviews. The aim is to improve customer communications, build market credibility and increase sales.

Every time a customer stays at one of RCI’s thousands of affiliated time share properties across the globe, RCI surveys them. RCI asks them to rate their experience, right down to the most minute detail, including the quality of the resort’s housekeeping services.

RCI is one of the two largest timeshare companies in the world and works with more than 4,000 resorts.

Ana Laura Acevedo
Ana Laura Acevedo, Senior Vice President Marketing & Business Development, RCI Latin America

When an RCI member makes a negative remark on the company’s rating system, RCI follows up by contacting the resort where the customer stayed.

“We let the resort know. That way they can answer directly,” RCI’s senior vice president of marketing Ana Laura Acevedo tells Portada.

“Reviews are very important. In an industry likes ours, they are key because consumers don’t always believe what you say as a brand.”

Reviews are very important. In an industry likes ours, they are key because consumers don’t always believe what you say as a brand.

Online reviews now enjoy an outsized role in consumer purchasing decisions. Consequently, RCI has responded aggressively. It is turning customers’ comments into a powerful way of building brand credibility and communications.

User generated content marketing gaining weight in LATAM

“The importance of user generated content marketing in the form of online reviews is growing rapidly in Latin America. It’s already pretty strong in more mature markets like Brazil,” Acevedo says.

Five years ago, Brazilians Adriana Coelho and Andreia Assunção founded the Facebook page Viajando pela RCI to help consumers make decisions about purchasing and staying at timeshare properties.

The page has more than 7,000 followers. Comments by consumers can literally make or break a resort, according to Acevedo.

“It has gained so much strength that we are partners with them and we sponsor some of their events,” Acevedo tells Portada.

Questions about RCI that appear on the page are sent directly to RCI’s social media.

In fact, the Facebook page attracts so much attention that the page administrator sends inquiries about RCI properties directly to RCI’s salespeople, Coelho said at an event in June sponsored by the Brazilian publication Turismo Compartilhado.

Trip Advisor dominates

Trip Advisor is the most powerful and important online review site for the time share industry, according to Acevedo.

Recognizing Trip Advisor’s influence, RCI has an agreement with the site that allows RCI to republish on RCI websites Trip Advisor reviews written by RCI members.

RCI has also found other  =ways to leverage the power of online reviews by consumers.

Software created by Chute Apps allows Facebook users who are RCI members to instantly authorize RCI to use timeshare experience photos the users post on Facebook in official RCI marketing.

The importance of online reviews is growing rapidly in Latin America. It’s already pretty strong in more mature markets like Brazil.

Photos taken by RCI’s customers reduce the need to rely on stock photography for its marketing. They also carry a lot more credibility with consumers, according to Acevedo.

Using RCI customers’ photos has generated an increase in the click-through rate on all of RCI’s email, Facebook and Twitter campaigns, Acevedo says.

Social media monitoring

Take for instance, Social media monitoring. The technology also plays an important role in RCI’s ability to respond to and leverage the power of online reviews.

RCI now uses the services of Revinate to monitor what guests are saying about RCI’s affiliated resorts.

“It pulls reviews from Booking.com, Expedia, tourism boards and anyone that has a travel site where members can post reviews. It’s like a meta-searcher of reviews,” Acevedo tells Portada.

Using Revinate’s social media monitoring services also enables RCI to respond quickly to negative reviews.

Recent studies provide overwhelming evidence of the importance of online reviews in customers’ purchasing decisions.

95% of shoppers read online reviews before making a purchase.

Recent studies provide overwhelming evidence of the importance of online reviews in customers’ purchasing decisions.

According to a compilation of studies by the website G2 Crowd Learning Hub, nearly 95% of shoppers read online reviews before making a purchase. Seventy-two percent of customers don’t take action until they have read reviews.

“If you run a small business today, the single most important thing you can do to attract new customers is to take control of your online review score on sites like Yelp, Google My Business, FourSquare and TripAdvisor,” a recent column in Forbes Magazine advised readers.

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