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Every day, a growing number of companies are increasing their digital ad spending and improving their return on investment by taking advantage of the great tools offered by the Internet.

With this in mind, Portada interviewed Mario Nissan, Vice President of Consumer Strategy for Flock Advertising, the Mexican shop that has been instrumental in crafting the successful digital advertising strategy of Aeromexico, the country's leading airline.

Advertising and Content, a Winning Combination

Aeromexico is a success story for Flock, not only for having achieved a higher return on investment on its digital advertising than anyone predicted, but also for its content channel – a blog about travel and tourism destinations – that has positioned itself very well and garnered a large audience.

Flock’s strategy entails using both advertising and content platforms to achieve the best results.  Nissan told Portada that its strategy for connecting with the public includes the use of "social networks, the travel blog, and online ad campaigns conducted on search engines, content networks, and target sites such as newspapers and magazines."

According to Nissan, "ad buying has to be smart and the only way to do that is through optimization, which in turn depends on two things: being able to listen to the consumer so as to understand him/her and gain insights; and the other important factor is generating content…the important thing now is to generate content that the consumer wants to consume at that moment.  If you have a content strategy, such as a blog, an editorial or postings on social networks, you’re clearly going to give consumers a reason for wanting to engage with you, thus increasing the likelihood of a successful transaction."

Buzz and Conversation

One of Flock’s value add-ons is its measurement of conversation or buzz on social networks, which will soon be a feature of its new Aeromexico campaign— a blog that recommends destinations based on buzz and crowdsourcing.

Nissan told Portada that "innovation has been the main value achieved with Aeromexico, because we have a process in place to listen to consumers via buzz on the web. We then use these insights to generate content, from notes to ad banners, making it ad hoc to whatever is relevant today."

Advertising Platforms and Return on Investment (ROI).

Portada: What advertising systems have you used? Which have been the most successful?

Nissan: We use two types of advertising platforms: Google Adwords for search and content, which gives us a higher than average ROI, and we use it primarily for conversion campaigns. We also use a few major media outlets that generate a large amount of traffic for us, such as ElUniversal.com and Google’s banner network.

Portada: In terms of numbers, what have you achieved?

Nissan: Our most important achievement in recent weeks has been an ROI of 257 to 1 on search engines, and an ROI of 80 to 1 on display. Translated into money, this means that for every dollar invested, we get a return of 257.

Digital Media Advertising in Mexico

"One of the most important things that the Internet gives us is the capacity to measure absolutely everything and make accurate investments," says Nissan.

With this in mind, his outlook on digital media advertising in Mexico is that it will continue to grow.  "If we read the IAB or AMIPCI reports, we see that advertising dollars are increasingly migrating to digital media.  We see it growing more every day with our own clients, who are curtailing their [advertising] investments in traditional media like newspapers, and increasing their investments in digital."

Nissan likewise expects similar growth in the digital content industry. "We’re going to see increasingly specialized media, with more accurate targeting."

Finally, Nissan believes that e-commerce will be instrumental to the growth of digital advertising in Mexico. "Advertising in Mexican digital media will explode as the use of e-commerce increases. When that happens, digital media will be the key to measuring project success, since it its 100% measurable and will give brands a greater degree of certainty.  All this will be coupled with the growing pool of Internet users, which according to AMIPCI’s latest report now number 35 million in Mexico."

Mario Nissan is Vice President of Consumer Strategy at Flock Advertising, an agency that specializes in helping brands attract and keep their own audiences. Nissan was previously Director of templeo.com at Televisa Interactive Media.

Every day, a growing number of companies are increasing their digital ad spending and improving their return on investment by taking advantage of the great tools offered by the Internet.

With this in mind, Portada interviewed Mario Nissan, Vice President of Consumer Strategy for Flock Advertising, the Mexican shop that has been instrumental in crafting the successful digital advertising strategy of Aeromexico, the country's leading airline.

Advertising and Content, a Winning Combination

Aeromexico is a success story for Flock, not only for having achieved a higher return on investment on its digital advertising than anyone predicted, but also for its content channel – a blog about travel and tourism destinations – that has positioned itself very well and garnered a large audience.

Flock’s strategy entails using both advertising and content platforms to achieve the best results.  Nissan told Portada that its strategy for connecting with the public includes the use of "social networks, the travel blog, and online ad campaigns conducted on search engines, content networks, and target sites such as newspapers and magazines."

According to Nissan, "ad buying has to be smart and the only way to do that is through optimization, which in turn depends on two things: being able to listen to the consumer so as to understand him/her and gain insights; and the other important factor is generating content…the important thing now is to generate content that the consumer wants to consume at that moment.  If you have a content strategy, such as a blog, an editorial or postings on social networks, you’re clearly going to give consumers a reason for wanting to engage with you, thus increasing the likelihood of a successful transaction."

Buzz and Conversation

One of Flock’s value add-ons is its measurement of conversation or buzz on social networks, which will soon be a feature of its new Aeromexico campaign— a blog that recommends destinations based on buzz and crowdsourcing.

Nissan told Portada that "innovation has been the main value achieved with Aeromexico, because we have a process in place to listen to consumers via buzz on the web. We then use these insights to generate content, from notes to ad banners, making it ad hoc to whatever is relevant today."

Advertising Platforms and Return on Investment (ROI).

Portada: What advertising systems have you used? Which have been the most successful?

Nissan: We use two types of advertising platforms: Google Adwords for search and content, which gives us a higher than average ROI, and we use it primarily for conversion campaigns. We also use a few major media outlets that generate a large amount of traffic for us, such as ElUniversal.com and Google’s banner network.

Portada: In terms of numbers, what have you achieved?

Nissan: Our most important achievement in recent weeks has been an ROI of 257 to 1 on search engines, and an ROI of 80 to 1 on display. Translated into money, this means that for every dollar invested, we get a return of 257.

Digital Media Advertising in Mexico

"One of the most important things that the Internet gives us is the capacity to measure absolutely everything and make accurate investments," says Nissan.

With this in mind, his outlook on digital media advertising in Mexico is that it will continue to grow.  "If we read the IAB or AMIPCI reports, we see that advertising dollars are increasingly migrating to digital media.  We see it growing more every day with our own clients, who are curtailing their [advertising] investments in traditional media like newspapers, and increasing their investments in digital."

Nissan likewise expects similar growth in the digital content industry. "We’re going to see increasingly specialized media, with more accurate targeting."

Finally, Nissan believes that e-commerce will be instrumental to the growth of digital advertising in Mexico. "Advertising in Mexican digital media will explode as the use of e-commerce increases. When that happens, digital media will be the key to measuring project success, since it its 100% measurable and will give brands a greater degree of certainty.  All this will be coupled with the growing pool of Internet users, which according to AMIPCI’s latest report now number 35 million in Mexico."

Mario Nissan is Vice President of Consumer Strategy at Flock Advertising, an agency that specializes in helping brands attract and keep their own audiences. Nissan was previously Director of templeo.com at Televisa Interactive Media.

Día con día, son más las empresas que aumentan el gasto publicitario digital, mejorando su retorno de inversión al poder aprovechar las grandes herramientas que Internet ofrece.

Con esto en mente, Portada entrevistó a Mario Nissan, Vicepresidente de Estrategia para Consumidores de Flock Advertising, agencia mexicana clave para el éxito de la estrategia publicitaria digital de Aeromexico, aerolínea líder en su país.

Publicidad y contenido, combinación de éxito.

Para Flock, Aeromexico es un caso de éxito por lograr un retorno de inversión superior a cualquier predicción, pero también por su canal de contenido, un blog sobre viajes y destinos turísticos que ha logrado un gran posicionamiento y una gran audiencia.

La estrategia de Flock usa tanto plataformas publicitarias, como de contenido, para lograr los mejores resultados. Nissan platicó a Portada que para conectar con el público utilizan “las redes sociales, el blog de viajes y las campañas publicitarias en línea realizadas en buscadores, redes de contenido y sitios target como periódicos y revistas”.

Según Nissan, “la compra de publicidad tiene que ser inteligente y la única forma de hacerlo es a través de la optimización, que a su vez depende de dos cosas: poder escuchar al consumidor para entenderlo y obtener insights, y la otra importante es la generación de contenido. (…) Lo que es relevante hoy es generar contenido que en ese momento el consumidor quiera consumir. Si tú tienes una estrategia de contenido, entiéndase blog, nota editorial o post en redes sociales; claramente vas a tener un motivo por el cual los consumidores quieran enganchar contigo, incrementando la probabilidad de una transacción exitosa”.

El buzz y la conversación

Uno de los valores agregados de Flock es la medición de la conversación (buzz) en las redes sociales y esto se verá próximamente en su nuevo lanzamiento con Aeromexico: un blog que recomienda destinos con base en la conversación y el crowdsourcing.

Nissan nos comentó que “la innovación ha sido el principal valor logrado con Aeromexico, pues tenemos un proceso donde escuchamos al consumidor, a través del buzz de Internet, y aprovechamos esos insights para generar contenido, desde notas hasta banners publicitarios, que sea ad hoc a lo que es relevante hoy”.

Las plataformas publicitarias y el retorno de inversión (ROI).

Portada: ¿Qué sistemas de publicidad han utilizado? ¿Cuáles han sido los más exitosos?

Nissan: Nosotros utilizamos para publicidad dos tipos de plataformas: Google Adwords en búsqueda y contenido, que te da un ROI superior a cualquier promedio y que lo utilizamos principalmente para campañas de conversión. Algunos otros medios importantes que utilizamos hoy y que nos generan una fuerte cantidad de tráfico son ElUniversal.com y la red de banners de Google.

Portada: En números, ¿cuáles han sido sus logros?

Nissan: El logro más importante de las últimas semanas ha sido un ROI en buscadores de 257 a 1 y en display hemos logrado un ROI de 80 a 1. Traducido a dinero: por cada peso que invierten, nosotros les regresamos 257.

El panorama de la publicidad en medios digitales en México

Para Mario Nissan, “una de las cosas más importantes que nos da Internet es medir absolutamente todo y poder hacer inversiones certeras”.

Con esto en mente, su visión de la compra de publicidad en medios digitales en el país es de crecimiento. “Si leemos reportes de la IAB o de la AMIPCI, vemos que las inversiones publicitarias cada día migran más a medios digitales. Nosotros cada día lo vemos más con nuestros clientes, que dejan de invertir en medios tradicionales, como periódicos, y aumentan su inversión en digital”.

De igual forma, Nissan espera un crecimiento similar en la industria de contenido digital: “Cada vez vamos a tener medios más especializados y con un targeting más certero”.

Nissan concluyó la entrevista asegurando que lo que marcará el crecimiento en México será el comercio electrónico: “La publicidad en medios digitales en México va a explotar conforme se incremente el uso de e-commerce, en ese momento los medios digitales serán clave para medir el éxito de los proyectos, pues al ser 100% medibles le podrán dar una mayor certeza a las marcas. Todo esto aunado al crecimiento de los usuarios de Internet, que hoy según el último reporte de AMIPCI han llegado a ser 35 millones en México.”

Mario Nissan es Vicepresidente de Estrategia para Consumidores de Flock Advertising, agencia especializada en ayudar a marcas a atraer y mantener sus propias audiencias. Antes fue director de templeo.com en Televisa Interactive Media.

Aeroméxico y Burger King contratan a la líder de medios de comunicación, Starcom MediaVest Group (SMG), como agencia para planificación, negociación, compra de medios y desarrollo de contenido, anunció Fernando Silva, CEO de Starcom MediaVest Group para México, América Central y el Caribe.

"El equipo de SMG de México ha creado una estrategia que asegura crecer el negocio de nuestros clientes", comentó Mónica Gadsby, CEO Starcom MediaVest Group Latinoamérica y Mercados Multiculturales de EE.UU. "Aunque ya se ha fomentado una buena relación de trabajo con Burger King en los Estados Unidos, nuestra meta principal será ofrecerles ese mismo servicio de primera calidad en México".

  • AeroMéxico

Paco Communications acrecentó recientemente los servicios que le proveía a AeroMéxico, la Aerolínea Latinoamericana. Paco se había convertido en la agencia de AeroMéxico para realizar trabajos publicitarios y para mercadeo electrónico en Mayo del 2009. Luego de un proceso de revisión, se le adjutico a la agencia las tareas de relaciones públicas para los negocios en Estados Unidos y los mercados internacionales en los que opera la aerolínea.
Paco implementará una campaña de mercadeo integral durante el 2010 para AeroMéxico, esta campaña incluye relaciones públicas, publicidades y mercadeo electrónico. Lea aquí (en inglés) el artículo completo para más detalles.

 

  • Positivo, Carnaval de Brasil

En el desfile de las escuelas de samba del carnval de Rio de Janeiro abrá una nueva atracción digital este año. Seis pantallas gigantes de computadora estarán montadas en una carrosa, sobre esas pantallas podrán apareces los mensajes y fotos de cualquier espectador que desee participar virtualmente como uno de los sambadores de la escuela Portela.
Positivo, el productor más grande de computadores de Brasil con el 40% del mercado, provee los monitores como parte de su sponsoreo a la escuela Portela. El desfile de una hora de largo es un espectáculo para 100 mil entusiastas en las gradas o en los boxex vip, a eso debe agregarse los millones de personas que siguen la transmisión televisiva a lo largo del mundo. La agencia Pepper de San Pablo es la agencia que lleva la cuenta de Positivo.

  • Infor

Infor, un proveedor de software de negocios había lanzado a fines del 2009 su primer campaña publicitaria con un plan integral llevado adelante por PJA Advertising + Marketing. La semana pasada ha llevado esa campaña al nivel internacional. Mediante medios impresos, digitales y redes sociales debutó en Noviembre en Norte América. PJA se asoció a Banner Corporation de Londres para la integración publicitaria. Lanzaron anuncios en Reino Unido, Alemania, Francía. Pero además, Brazil es parte de su iniciativa global, con propuestas publicitarias debutando en la región al mismo tiempo que en Europa.

  • Orange

El proveedor de tecnología de mercadeo para celulares Velti se ha asociado a Orange para ayudar en las iniciativas publicitarias de este en Europa. Velti asistirá a la cadena (que en parte pertenece a Telecom Francia) para posicionar geográficamente su campaña publicitaria interactiva mediante MMS y SMS que apunta al mercado español.
El anuncio coincide con el comienzo del Congreso Mundial de Telefonía Movil, a llevarse a cabo en Barcelona entre el 15 y el 18 de Febrero.

  • Turismo en Perú

Perú lanzó una campaña para atraer turistas llamada “A mitad de precio”. El Ministro de Relaciones Exteriores de ese país, Martín Perez, señaló al respecto que “la campaña comenzará con fuerza el Martes, buscando desarticular la baja en las visitas por los temporales de lluvia.”
La primera etapa de esta iniciativa durará hasta el 22 de Febrero y está destinada a los turistas internacionales, luego apuntará a los turistas latinoamericanos hacia el final de este mes, y desde el 15 de Marzo se completará con publicidad a nivel global.
El Ministro Perez sostuvo que se podrá viajar hacia la ciudad del Imperio Incaico en vuelos que costarán US$49 y se podrán alojar en buenos hoteles por 70 soles. “Es una oportunidad nunca antes vista en Cusco”, concluyó.

  • AeroMexico

Paco Communications recently expanded its services to AeroMexico, an airline of Latin America. Paco Communications became the agency of record for AeroMexico for advertising and e-marketing in May 2009. After a lengthy review process, the agency was just awarded AeroMexico's public relations business for its U.S. and international markets.

Paco will implement AeroMexico's 2010 integrated marketing campaign, which includes public relations, advertising and e-marketing efforts. Read he full article here.

 

  • Positivo, Brazil Carnaval

During the samba school parade at this year's Carnival in Rio de Janeiro, there will be a new digital element. A bank of six giant computer screens mounted on a float will let people anywhere send in pictures of themselves and participate virtually as one of the top samba schools, Portela.

Positivo, Brazil's biggest computer maker with a market share of close to 40%, is providing the monitors as part of its sponsorship of Portela and its theme of social and digital inclusion. The hour-long parade entertains 100,000 wildly enthusiastic viewers singing along in the bleachers and VIP boxes, and millions of people watch the event on TV around the world. Sao Paulo shop Pepper is Positivo's agency.

 

  • Infor

Infor, a provider of business software for mid-market customers,  launched its first-ever global advertising campaign with an integrated effort by PJA Advertising + Marketing in late 2009, and last week took the campaign international. The campaign goes head-to-head with some of the world's largest vendors, using satiric illustrations. Print, out of home, online and social media debuted in November in North America. PJA partnered with Banner Corporation, London, for advertising integration and deployment in EMEA, with ads launching in UK, Germany and France. Chugai, headquartered in Tokyo, will lead AsiaPacific. Brazil is part of Infor's global roll-out, with work debuting in that region as well.

 

  • Orange

Mobile marketing technology provider Velti has teamed up with Orange to aid the operator's European advertising initiatives. Velti will assist the network, which is owned by parent company France Telecom, in localising its interactive MMS and SMS marketing campaigns for the Spanish market.

The announcement coincides with the start of the Mobile World Congress, which runs in Barcelona between February 15th and 18th 2010.

 

  • Peru tourism

Peru launches “Cusco half-price” campaign to boost tourism. Peru's Foreign Trade Minister Martin Perez said the “Cusco half-price” campaign will come into force starting from Thursday seeking to offset the drop in foreign visitors due to heavy rains.

The first stage of this initiative will last until February 22 and is aimed at foreign tourists, it will target Latin American tourists by the end of this month, and from March 15 it will become worldwide.

Minister Perez said Peruvians may travel to the Imperial City by plane with tickets worth US$49 and stay in good hotels paying 70 soles. “It is an opportunity never seen before in Cusco,” he added.

 

NOTE TO READERS:

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans
To be introduced by March 15.

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Paco Communications, a Chicago-based multicultural communications agency, recently expanded its services to AeroMexico, an airline of Latin America. Paco Communications became the agency of record for AeroMexico for advertising and e-marketing in May 2009. After a lengthy review process, the agency was just awarded AeroMexico's public relations business for its U.S. and international markets.

"We are thrilled and honored that our relationship with AeroMexico continues to expand," said Ozzie Godinez, CEO and Co-Founder of Paco Communications. "We are energized by the opportunity to develop strategic marketing and public relations efforts to help elevate the airline's position in the marketplace."

Paco will implement AeroMexico's 2010 integrated marketing campaign, which includes public relations, advertising and e-marketing efforts.

The partnership is part of AeroMexico's strategic focus on the North American market, including its recent expansion into a growing number of major Canadian cities.

As we informed this week, Paco Communications recently added a new client, V&V Supremo Foods, Inc., a manufacturer of high-quality, authentic Mexican-style foods.

Related Articles:

AeroMexico Selects Paco Communications as Agency of Record for North America

Sales Leads: U.S. Cellular, White Sox, V&V Supremo Foods, Confie Seguros…

Paco Communications was retained by AeroMexico to create and execute integrated campaigns including strategy development, creative, media, and interactive initiatives targeted to general market and Hispanic audiences.

The partnership began in late summer of 2008 on a campaign targeting general market business travelers. This year AeroMexico officially retained Paco Communications as its agency of record. The partnership is part of AeroMexico's strategic focus on the North American market, including its recent expansion into a growing number of major Canadian cities. 

"Through our partnership with Paco, we hope to communicate the benefits of the unique, high-quality yet affordable experience AeroMexico is known for to a broader audience." said Frank Galan, Vice President of Sales for AeroMexico's U.S. Division.

"Our new campaign will focus on AeroMexico's ability to deliver to this more discerning passenger with top-of-the-line service and competitive fares, making AeroMexico the premier airline for travel to Mexico and Latin America." said Kellyn Madera, Marketing Manager for AeroMexico's U.S. Division. The campaign will target AeroMexico's three core customers: the leisure traveler, the business traveler, and the Hispanic traveler who takes regular trips to visit friends and relatives.

"Our strategic approach will include the development of a campaign targeting AeroMexico's three unique customer segments that is grounded in comprehensive research and market insights and delivered through creative executions that feature whimsical plays on words in order to establish powerful touchpoints with consumers and strengthen AeroMexico's brand in North America." said Ozzie Godinez, Vice President and Co-Founder of Paco Communications.

Related Article:

Mexican Advertisers Target Mexican Americans in the U.S.

We discussed consumer loyalty with Roberto Muñoz, Head of Travel at Puntos Colombia. In this insightful interview, Muñoz shares ideas and learnings about loyalty programs.

 

By guest contributor Alejandra Velazquez

 

Consumer Loyalty: Can’t Buy Me Love

Customer Loyalty Reward Programs have become a necessity in this fast-paced world of marketing. Thanks to e-commerce, consumers have a thousand different choices at arm’s length, each claiming to be better than any. But the only way for consumers to marry your brand is by offering them something greater. Something beyond just added value, more significant than the menial transaction of purchasing a product. A prize for choosing well.

Roberto Muñoz knows how to keep consumers engaged and coming back. He is the former strategist for Club Premier, Aeromexico’s loyalty program. It was so successful it became a company of its own. Today he’s the Head of Travel and Banks for Puntos Colombia, an ambitious nationwide implementation whose motto is granting you points “for living.” It’s an alliance of dozens of restaurants, banks, gas stations, clothing and apparel stores, and lifestyle companies.

PC effectively lets users accumulate benefits by purchasing virtually anything with either an affiliated card, or any card at the right place. Joining takes a simple online registration, and the points are redeemable as cash. Simply put, it’s a powerhouse venture, with the power to engage and captivate an entire country. “Getting benefits and rewards for everyday activities is the single most important thing to unify frequent customers with newcomers and infrequent users,” says Muñoz.  In this article, he shares a few of his insights and experience with Portada.

Getting benefits and rewards for everyday activities is the single most important thing to unify frequent consumers with newcomers and infrequent users.

From Frequent Flyers to Frequent Buyers: How to Make Consumer Loyalty Programs More Inclusive 

One of the barriers of loyalty programs is that people often consider them to be an elite benefit for privileged customers. They come off as unattainable. Consumers feel like they’ll need to travel once a week in exchange for a free local flight. The benefits seem like they might be a long way down the road, and not worth working for. So Roberto Muñoz had to figure out a way of making all consumers know not only seasoned millionaires get rewards. “Loyalty programs such as Club Premier used to be focused on elite 40-50 y.o. consumers with spending power,” says Muñoz. “The type design was a fancy-looking cursive and everything was designed to look exclusive. However, the younger audiences never felt a connection with the brand. They felt like the program was not meant for them. We had to develop a rebranding without losing the elite feeling but inclusive for lower-profile, younger audiences.”

customer loyalty expertFor Club Premier, the key was rewarding not only frequent flyers, but also frequent buyers. Muñoz explains: “We thought, how do we incorporate a travel rewards program into people’s daily lives? By offering them a very accessible credit card without minimum balance or positive credit history requirements. Users get points every time they purchase anything with it. With that execution, we went over 300% card affiliations and incorporated many new clients into the airline.” But it’s not just about the card, it’s also about the places willing to offer something in return. Just like Puntos Colombia and its partnerships, it’s important to find the right allies for your program. For example, bookstore Gandhi is one of Club Premier’s greatest allies, offering premier points just by purchasing books.

Latam: The Market of Immediate Rewards 

Puntos Colombia offers points you can use as cash, just like BBVA does with its credit cards. Many users redeem their benefits just as soon as they’ve gathered enough to purchase anything. But why won’t people wait until they have enough points for something much bigger? The answer lies in the cultural differences between the U.S. and Latin American markets. Muñoz explains: “We’ve done much research on the subject of savings culture. The U.S. market is really mature in terms of loyalty. Customers are very aware that the goal is traveling for free by accumulating miles. They see the big picture and understand the value of saving. However, the Latam market doesn’t share the same mindset. They want to know what prize or reward they’ll be getting, and they want it immediately, by tomorrow.”

The U.S. market is really mature in terms of loyalty. […] However, the Latam market doesn’t share the same mindset. They want to know what reward they’ll be getting, and they want it immediately.

According to Roberto Muñoz, when people get as little as 200 points, they immediately try to use them on a quick run to the convenience store. Once again, this responds to the fact that the Colombian market is—or was—used to seeing consumer loyalty benefits as something unattainable. They’re not used to the rush of receiving incentives. So, they become eager to spend whatever they get, whenever they get it. “In Puntos Colombia, I learned the Colombian market doesn’t even know banks and retail stores also have loyalty programs, they think it’s just for airlines,” says Muñoz. Only time and effective implementation can contribute to getting consumers more used to the exchange of benefits.

Experiences: The Future of Consumer Loyalty Rewards

Not everything is about points for cash or free flights. On the other side of the Latam coin, mature markets have become jaded. High-profile consumers with spending power have little or nothing to gain from a the occasional freebie. So, what do you offer someone who has everything? Many consumers have been earning and accumulating rewards for decades. Is there room for innovation? Muñoz comments: “We discovered many clients had a common issue: they had too many points and didn’t know what to do with them anymore. It’s like “I travel so much, I couldn’t travel any more”. So we started offering them something they didn’t have: exciting new experiences.” According to Roberto Muñoz, offering experiences as rewards is a very underdeveloped area of consumer loyalty programs. The field is ripe for exploration.

Muñoz developed some of the first experiences for Club Premier some years ago. “We planned an exclusive trip to Vegas in a private jet for clients. There was an Elvis impersonator and karaoke on board. They had a limo waiting for them at the airport with Moët and other drinks. There was a special welcome dinner at the hotel. High-profile customers look for differentiating experiences, and this really added value for them and the program.”

We started offering them something they didn’t have: exciting new experiences.

But are experiences limited to high-end consumers, or can regular users also participate for fewer points? Is there a way to include and rank users at the same time? Now there is. “At the beginning, they were focused on a very, very exclusive target,” comments Muñoz. “Now they’re more massive. I classify experiences into micro and macro. Users can exchange fewer points for a day at the spa, or dinner planned especially for them by a chef.”

 

Roberto Muñoz’s Best and Not-so-Great Loyalty Strategies 

Like in anyone’s career, not everything has been smooth sailing for Roberto Muñoz. Here are a couple examples of his most and least successful strategies. It’s always good to remember the greatest learnings come from seemingly terrible mistakes. In Roberto’s words:

Our most successful strategy has been letting users complete their points with actual money. It’s one of the best new options on the market. That way, customers don’t have to wait until they accumulate all necessary points for the reward, they can just pay the difference in cash. Maybe you only have half the points and you can pay to complete the other half and collect the reward.”

And the least successful?

Our least successful strategy has been trying to push the wrong routes onto the wrong target. We released “fly to Europa” campaigns because it was aspirational and exciting. But many customers that didn’t fit the profile to go to Europe also received the ads and the effect was very negative. We had comments like, “how can you people offer me a trip to Europa if you gave me a credit card with a 5,000 pesos limit?”. It was one of our worst moments. We learned so much about segmentation strategies and cross-marketing with the bank. They should’ve let us know whose profile wasn’t right for the offer. This was about two years ago.”

Roberto Munoz, Head of Travel at Puntos Colombia, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

Marketing technology (MarTech) has revolutionized the way that most areas of marketing are planned, executed, and evaluated. Due to the pandemic induced e-commerce boom, in 2021 and beyond, brand marketers MarTech needs worldwide have evolved towards all e-commerce related martech areas, including  e-commerce marketing, advertising and multi-channel data collection, attribution, curation, enrichment and decisioning. Navigating the now 7k+ platforms that claim to help marketers understand, reach, engage, and measure their target audiences is no small task. Here is a primer on marketing technology – what you need to know about today’s MarTech platforms, how you can evaluate and select them for your specific needs, and how the industry will evolve in 2021.

The Basics

Marketing technology has traditionally come in the form of a software whose principle aim is to assist you in planning and carrying out marketing campaigns, gathering and analyzing the results, and applying insight to future campaigns.

At the most basic level, marketing technology can be broken down into six groups that marketing technology “godfather” Scott Brinker defined as:

• Advertising & Promotion
• Content & Experience
• Social & Relationships
• Commerce & Sales
• Data Management

Portada annually surveys hundreds of brand marketers in the Americas which of the above 5 categories of MarTech they will be mostly investing in the next 12 months. They are also asked what their priorities are within the top category. Here is our recently published survey on brand MarTech investments in 2021 and beyond.
and here our 2020 Portada Insight Report: What Brand Marketers Need from MarTech in 2020.

 

The advent of marketing technology can be brought back to 1999, when Salesforce launched the Software-as-a-Service model with the goal of making it unnecessary for organizations to spend a fortune to create their own bespoke CRM systems that were often slow and tedious to use. Under SaaS models, brands pay a monthly or yearly fee to use the tools offered. These tools can cost anywhere between $5,000 to $50,000 a year.

Fast forward and today, 29% of marketing budgets are dedicated to marketing technology, Ogilvy has a 900-person MarTech team, and MarTech software are being acquired for billions of dollars.

What MarTech Does for Marketers

The best MarTech tools will offer a combination of the following benefits:

  • Automation of workflows: Most marketing technology solutions automate tasks that are too time-consuming and/or complex to complete manually, like pulling, organizing, and analyzing data.
  • Support streamlined communication: Most MartTech services will enable better communication within and between work teams through tools that help teams track the status of projects and increase collaboration.
  • Generate insights: MarTech solutions should do more than pull data – they should be able to draw actionable conclusions that support better decision-making, optimize campaigns, and reveal opportunities and gaps.

Breaking Down the Software Types

Perhaps the most basic way to break down marketing technology is to think about them as either point solutions, which provide tools that address one specific aspect of marketing, or suite solutions, that address more than one category of tools. When a vendor combines these tools under one platform, it is often called a MarTech stack. Whether a brand selects a point or a suite solution depends on a variety of factors determined by a campaign’s objectives and budget, and there are very good reasons for picking both.

Marketing Technology
Marketing Technology Vendors

To choose your suite of tools, it is important to consider your business model, marketing goals, and how your targets move down the marketing funnel. Often, products are more effective at assisting with a particular stage of the funnel than others, Smart marketers will make sure to combine tools whose tools will help you address the entire sales funnel. Getting to know the tools yourself will be important for both selecting and using them effectively: many of them offer free trials, which you can take advantage of when comparing your options.

Let’s dive a bit deeper into the types of tools a marketing technology solution might offer:

Content Marketing tools address the content production process, providing assistance with content management. This means tools for search engine optimization, landing page and A/B testing, content discovery, content distribution, digital asset management and lead generation.

Rich media tools assist with design, video, and audio creation and promotion, and include video making tools, video marketing platforms, podcasting tools, graphic design tools, and interactive content tools.

Social media management tools assist in planning, scheduling, posting, and measuring social media activity. Monitoring tools help you track your engagement as well as that of competitors, and identify trends. Influencer marketing platforms help brands find and connect with relevant influencers in your industry.

Marketing automation platforms assist in automating and simplifying the basic tasks associated with marketing: marketing automation software automates analysis and social media tasks, and email marketing tools streamline email marketing. Mobile marketing platforms assist in the design and management of push notifications, promotions and offers for mobile apps.

Advertising platforms and tools (see also Ad-Tech below) assist in paid advertising tasks. Search engine marketing helps you identify keywords, conduct competitive analysis, and optimize search engine campaigns. Social media advertising focuses more specifically on ads across platforms like Facebook, Instagram, and Twitter. Native advertising tools help you create more effective ads for websites you do not own. Programmatic advertising tools automate the complex process of buying and selling ad spaces so that you can better reach your target audiences. Performance marketing exclusively focuses on the best advertiser return on an intended action by the consumer.

Sales enablement tools manage the sales and customer management processes. Sales automation platforms manage contacts, leads, sales planning, email marketing, and tools like click-to-call. Customer support tools streamline communication with customers, and customer relationship management tools assist in contact management, task management, and sales reporting.

Data and analytics platforms offer web analytics, tagging, and predictive analytics tools. Data management tools gather third-party data to inform ad targeting (including retargeting) and media buying. Customer data platforms collect first-party data for improved targeting. Web analytics tools assist in forming a better picture of those visiting your website in terms of demographics and behavior. They also include tag management tools simplify the process of tagging different types of data on your sight. Predictive analytics tools use machine learning and data mining to create predictive models for your websites.

The Rapid Growth of Marketing Technology

As technology becomes increasingly sophisticated, the value of effective MarTech solutions and the money brands are willing to invest in them increase rapidly. The accelerated pace of corporate digital transformation (including e-commerce/retail marketing) induced by the COVID-19 pandemic worldwide (e.g. in Latin America) has been a major driver for MarTech investments in 2020 and 2021.

In 2015 alone, over 300 MarTech companies received $17 billion in funding. Between 2017 and 2019 the value of the market increased from $34.3 billion to $65 billion in the US and UK alone. A 2018 survey found that UK and US firms will be spending 26% of their budgets on MarTech in 2019 compared to 23% in 2018 .. For 2021 experts see MarTech Investments having a particularly strong return potential in E-Commerce, Customer Data and CTV. In some ways, as some industry players tell Portada, we can’t even imagine where Marketing Technology is taking us.

 

All-in-One Solutions, Big Acquisitions Shaping Marketing Technology Today

In terms of how the MarTech landscape is evolving, there are several trends worth noting.

Brands are forming a better understanding of how they can use digital marketing technologies to support their digital marketing efforts. In recent years, brands felt like they needed to invest in dozens of independent vendors to meet their needs. Now, while brands recognize that independent specialists are necessary for some functions, they are increasingly turning to one primary vendor. A study by Walker Sands found that more than a third (34%) rely on a best-of-breed stack (the same rate as in 2018) while 27% rely on a single-vendor suite. 45% of those surveyed asserted that the consolidation of MarTech has made it more accessible. 

Large legacy brands’ acquisitions of smaller specialist providers have driven this consolidation and strengthened the core of their offerings.

In the recent years,  IPG media acquired Axciom for $2.3bn, Publicis acquired Epsilon for $4bn, Dentsu Aegis Network acquired Merkle for $1.5 billion, Adobe acquired Marketo for $4.75 billion, and Salesforce acquired Tableau for $15.7 billion. In addition, the best MarTech platforms are investing in integrating emerging technology into their solutions.

Marketing Technology Trends: The Rise of AI and the Ad-Tech Boom

Artificial intelligence is one of the hottest trends in MarTech. Today, it allows marketers to automate the

Walter Sands’ “State of Marketing Technology” report

process of gathering, analyzing, and drawing insight from data. It automates the process of sifting through the massive amounts of information brands gather through their campaigns to help brands understand their customers’ journeys.

Nonetheless, marketers are still figuring out how to use AI in their technology solutions. 40% of respondents to a Walker Sands study believe AI will continue to be a buzzword in 2019, though only 32% currently use AI or have plans to invest in it this year.

Finally, there is Advertising Technology (AdTech), this includes the world of programmatic (including ad buying, direct, and real-time bidding), supply-publisher oriented tools like SSPs and demand (brand, media agency) oriented ones like DSP’s, Platforms that manage the Data that makes the advertising efficient as well as new Ad-Channels Advertisers are increasingly tapping into including new forms of video advertising like CTV, voice search and others.
The  growth of ad-tech capabilities is driving the use of MarTech, with 54% of respondents to the Walker Sands study currently incorporating adtech into their strategies, making it one of the most-used categories of MarTech.
This can partially be 
explained by improvements in attribution measurement capabilities, as Big Data is making it easier and easier for marketers to drive ROI. In terms of where marketers want ad tech to help them,  52% prioritize ad spending in social media, while 17% prioritize it for Google Ads. This suggests that driving engagement and conversation, not just clicks and brand awareness, are the most important goals for today’s marketers.

The Bottom Line: Marketers Are Happy with Marketing Technology Investment Levels, Becoming Savvier

While the marketing technologies  landscape is certainly evolving, marketers appear to be satisfied with their use of the technology. 75% of respondents to the Walker Sands study believe their company is investing in the right amount of MarTech. This is compared to 63% in 2018, a record high for the State of Martech report. This indicates that marketers are learning how to do more with smaller budgets, and run and measure integrated programs. In 2020, smart marketers will continue to take all of these trends and market shifts into account.

 

Roberto Muñoz, Head of Loyalty Travel at Puntos Colombia manages a joint program between Colombia’s largest bank Bancolombia and Latin American retailer Grupo Éxito. Prior to his current role, he was a strategist for Aeroméxico’s loyalty program Club Premier. The brand marketing leader shares key insights about digital channels for loyalty marketing with Portada including how tech and digital channels enable companies to engage and gain new customers and keep them happy coming back.

Interview conducted by Alejandra Velazquez

Roberto Muñoz, Portada, e-mail marketing
Roberto Muñoz, Puntos Colombia @puntoscolombia

Technology plays a crucial role in enabling marketers to do a better job. In fact, 84% of executives surveyed by Accenture agree that companies are using technology to weave themselves seamlessly into how people live today. 

“Technology helps us to segment audiences. It sparks activation” Muñoz says, adding “Technology provides us the data to develop the right targeting strategies. That way, we keep captive users interested and lure in new consumers via their passion points, like travel, fashion and entertainment. The challenge is recruiting customers that actually interact with the brand, not just sign their name on a list.” But nothing matters if the information isn’t properly documented. The challenge is tracking customer data and applying it correctly in order to serve your marketing strategy. A department that manages and filters big data correctly is always a must.

But nothing matters if the information isn’t documented properly. A department that manages and filters big data correctly is always a must.

Digital Channels: E-mail Marketing is Still an Effective Tool

“Digital channels are key to bring new customers into our loyalty programs. You can target specific audiences by sending key messages. 85% of our customers say they read our news through e-mail marketing. I’ve heard many experts talk about the death of e-mail marketing, but our numbers show the contrary,” Muñoz asserts.

Segmenting information via e-mail is the only thing that ensures the client remains active in your program.

According to Muñoz, segmenting information via e-mail is the only thing that ensures the client remains active in your program. Many strategists say “leave your most valuable customers alone, you don’t want them to get bored. I think when you’re really involved with a brand, you don’t mind how often they contact you. You know you’ll get relevant content eventually.”

…Social? Not so much

“Social network strategies are too focused on massive audiences. We address and recruit a very small percentage of users on social networks. Some programs only want users to click here and then to subscribe to a given program and get an immediate benefit. However, out of all users who sign up, a tiny percentage will actually become involved. You invest a lot of money and end up with a handful of users akin to your brand. One time in Aeroméxico we set a goal to sign up one million new customers onto our base. But in the end, less than 5% of those clients were actual travelers. The rest had been “bullied into it” by the hoards of ads we’d purchased on digital.” 

You invest a lot of money and end up with a handful of users akin to your brand.

Three Ways to Get Customer Feedback

Reliable customer feedback is also an important piece of Puntos Colombia’s strategy for using digital channels for loyalty marketing. Muñoz has developed three ways to approach customers:  direct meetings, focus groups, and surveys.

“High-profile customers get invited to breakfast or lunch to offer their feedback and opinions about the program. Nothing is as valuable as having customers tell you how they feel in person. We have a very direct style of approaching customers. The director of the program may have a sit down with customers and explain what they can and can’t do about their non-conformities.”

They also have focus groups conducted through third-party researchers. Because when consumers don’t know they’re speaking directly to a brand, it helps them give unbiased feedback. Last but not least, there’s surveys. Many valuable customers take the time to respond and are often rewarded with incentives like additional points. The incentives help ensure they are interested in giving their honest opinion.

Reliable customer feedback is also an important piece of Puntos Colombia’s strategy.

Roberto Muñoz, Head of Loyalty, Travel at Puntos Colombia, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

Sales Leads LatAm is a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

  • Delta & LATAM Airlines 

Delta and LATAM Airlines Group S.A. announced that they have entered into a strategic partnership that for the first time combines the strengths of the leading airlines in North and Latin America. Delta already has a partnership with AeroMexico.The strategic partnership will unlock new growth opportunities, building upon Delta’s and LATAM’s global footprint and joint ventures worldwide, including Delta’s existing partnership with Aeroméxico. With their complementary networks, Delta, LATAM and their partners will be able to offer access to a greatly expanded array of worldwide destinations. Delta will invest US$1.9 billion for a 20 percent stake in LATAM through a public tender offer at US$16 per share, to be funded principally with newly issued debt and available cash.Delta will also invest US$350 million to support the establishment of the strategic partnership.Delta will acquire four A350 aircraft from LATAM and has agreed to assume LATAM’s commitment to purchase 10 additional A350 aircraft to be delivered beginning in 2020 through 2025.Delta will be represented on LATAM’s Board of Directors, further strengthening the relationship. For LATAM, the transaction will improve free cash flow generation, reduce forecasted debt by over us$2 billion by 2025 and improve LATAM’s capital structure, enhancing its ability to execute its long-term strategy.

  • Goya Foods

Goya Foods, America’s largest Latino food company, donated 180,000 pounds of food to the people of Venezuela, and will continue its efforts to support and provide much-needed food during this difficult time.In collaboration with non-profits, charitable organizations and churches in Venezuela, and with the assistance of The White House and the office of Vice President Mike Pence, Goya has successfully been able to deliver truckloads of product from U.S. Goya facilities to Venezuela.  The donation of Goya Black Beans (Caraotas Negras), a Venezuelan staple, is part of Goya’s charitable arm, Goya Gives, a global initiative committed to promoting and supporting the overall well-being of communities through social responsibility, environmental initiatives, and company values.  Goya supports over 300 organizations, events, and scholarships worldwide and has always played an active role in providing food donations during times of crisis in the United States,
and worldwide.

  • Parfois

Portuguese women’s accessories brand Parfois takes a step forward in the Latin American market. .The brand will arrive at Colombia with Crystal Group, owner of brand like Gef, Punto Blanco, Baby Fresh and Galax, that is planning to open the first four stores of the chain before the end of the year.Crystal plans to launch the first four Parfois stores in Colombia before the end of 2019. Two of them will be located in Medellín and the other two in Bogotá, the capital of the country.Mexico and Peru cover the bulk of the chain’s network of stores in the region, although it also operates in Panama, Honduras, Venezuela, Guatemala, the Dominican Republic and Martinique.The region is one of the key markets of the Parfois expansion plan on a global scale, with which it expects to reach a revenue of 454.7 million dollars until 2020.Currently, Latin America generates 7% of the company’s total sales. Around the world, the company has a network of a thousand stores, a barrier that overcomed this month with an opening in Paris.

  • Genomma Lab 

Leading personal care producer, Genomma Lab Internacional, and nutrition and health specialists, UP International, enter an exclusive agreement to expand infant nutrition. UP International has granted Genomma Lab the exclusive license to market its´ Novamil and Novalac products in Mexico as it develops its presence in LatAm. 

 

 

 

 

  • Wyndham Hotels & Resorts

Wyndham Hotels & Resorts is stepping up its international development, looking to capture new demographics in new markets around the world.During the chain’s global conference being held here this week at Mandalay Bay, several regional leaders shared insights on where the company’s 20 brands have been growing, and where its next targets will be in the coming years.At the last global conference in spring 2018, Alejandro Moreno, president and managing director for Latin America, talked about plans to get Wyndham hotels into every main leisure destination across the region, where leisure visitors generate 80 percent of travel revenue. “We need to be there to welcome them,” he told the attendees. The company is maintaining its strategy for the region “because it’s working and successful,” Moreno said. Brazil, Mexico, Argentina and the Caribbean are top markets for Wyndham, but others are emerging. A Wyndham Garden is slated to open next year in Cartagena, Colombia, and Mexico will get its first Wyndham Grand around the same time. (The country has 54 Wyndham hotels already, Moreno noted.)

 

  • Mercado Livre Brazil

Latin American Payment App Mercado Pago Can Be Topped-Up With CryptoAtlanta-based blockchain payment provider Bitpay has announced the firm has partnered with Mercado Livre, one of the largest ecommerce providers in Latin America. The collaboration provides people with the ability to purchase Mercado Livre gift cards with cryptocurrencies such as bitcoin cash (BCH), and BTC.In certain areas throughout Latin America, cryptocurrency use continues to grow, especially in regions like Argentina, Colombia, Venezuela, and Brazil. Digital assets are used in South America for remittance purposes, to purchase goods, and to hedge against the deterioration of local fiat currencies. On September 25, Bitpay has revealed an alliance with the online retailer Mercado Livre and Mercado Pago wallets. This means people now have the option to buy Mercado Livre gift cards with a digital asset in order to use the credits on the ecommerce site. Users can also top up their Mercado Pago wallet through Bitpay and Vale Presente gift cards. Additionally, customers can redeem Mercado Livre gift cards using Bitpay’s in-app service as well.

 

For prior Sales Leads LatAm editions, click here.

What: Retailers scramble behind Amazon and MercadoLibre to capture their share of expanding e-commerce in Latin America. This happens despite difficult payment and delivery challenges.
Why it matters: Experts predict e-commerce trends will grow by 19% in the next five years. They see it rising well above the global average of 11%. The lack of brick-and-mortar retail outlets in Latin America actually plays into the hand of e-commerce retailers. That’s because it allows them to offer products to consumers outside of major cities who don’t have many shopping options.

E-Commerce Trends Heating Up

E-commerce trends in Latin America provide no place for the timid. The challenges are well-known. Experts say they include lack of infrastructure, consumers without credit cards or bank accounts, high rates of online payment fraud, and obstacles to delivering product—to name just a few.

But the barriers to success don’t stop leading players. For example, MercadoLibre is diving into the e-commerce market and thriving.

One expert remarks the challenges are “daunting.” But competitors like Linio are finding ways to outperform. They chase what Linio’s General Director Olivier Sieuzac says is a “massive opportunity” in expected e-commerce growth in the region.

Linio has learned it had to expand its online business model. That means beyond just selling product. The strategy now includes things like creating its own delivery fleet. Linio also sells its hard-earned expertise to brands like Aeromexico who create their own online retailing presence.

To succeed in Mexico, Linio built partnerships with VISA to prevent credit card fraud. Consequently, it also joined arms with third-party payment channels. They include the convenience store chain Oxxo. Linio aims to provide the unbanked with cash-payment options.

Mexico, according to Sieuzac, offers the “worst of both worlds.” Mexico suffers high levels of online payment fraud and a low level of cooperation from banks.

As a result, Linio developed a proprietary algorithm with VISA as a response to reduce credit card fraud. Consequently, Linio also now offers its own credit card with a loyalty program. The loyalty program awards cash back on purchases.

Linio also created its own fleet in Mexico to handle the delivery of over-sized items like refrigerators and other home appliances.

Infrastructure, payment obstacles

Lack of infrastructure in Latin America makes delivering product a particularly difficult part of the e-commerce business.

Logistics and related issues amount to 15 percent of the cost of what’s sold online—well above other regions, according to Miriam Dowd, Marketing Manager at FOCUSECONOMICS.

Merchants experience the impact of “limited” access to credit card-based payment methods. Banks often don’t allow debit cards to be used for online payments.

E-commerce in Latin America faces many challenges, the most daunting of which are logistics, traffic, and infrastructure. Regulations and rules vary among countries. Merchants have and limited access to secure, credit-card based payment methods,” Dowd explains.

Online sales are expected to grow by 19% in the next five years. As a result, that is well above the global average of 11%. They are foreseen to double in value to $118 billion in 2021.

But on the positive side of the ledger, experts say market penetration is low compared to other regions. As a result, that represents lots of opportunity. Consequently, the market also offers higher growth rates.

“Online sales are expected to grow 19% in the next five years – well above the global average of 11%. As a result, they will double in value to $118 billion in 2021. Consequently, two of the three fastest-growing eCommerce markets in the world are in Latin America. They are Colombia and Argentina,” Dowd said in an email to Portada.

E-commerce trends forecaster eMarketer found even with this expected high growth rate, nearly 75 percent of the market of 650 million consumers expected to shop online is untapped.

E-commerce trends working for e-retailers

MercadoLibre boasts status as the undisputed leader in Latin America. Its huge geographic footprint and logistics expertise “have helped it to hold the lead,” Dowd said.

Amazon leverages its international recognition to become a leading player in Latin America.

And for Linio, expanding its business model and offering consumers a trusted, predictable and “formal” online shopping experience proves critical to its success, according to General Director Sieuzac.

Linio seeks to set itself apart from other online retailers by rigorously vetting its product providers to make sure what they offer Linio’s customers meets certain standards.

Linio offers free returns in its strategy of building customers’ confidence.

“We’re not leaving customers alone in a face-to-face situation with the seller,” Sieuzac said.

Linio’s strategy provides its online expertise to brands. They then create their own online shopping sites, a key component of Linio’s competitiveness.

As a result, Linio entered into a partnership to build and operate Aeromexico’s Club Premier online shopping experience.

Mexico offers the worst of both worlds: high levels of online payment fraud and a low level of cooperation from banks.

Linio also partnered with the micro-financing company ConCredito. ConCredito provides a huge presence in rural zones not necessarily within Linio’s geographic footprint.

Linio publishes its catalog of products on ConCredito’s website “Creditienda.” Linio spokesperson Paulina Maza said the company supports the ConCredito e-commerce site with specific promotion campaigns. They include digital marketing, logistics, fast delivery of products, and returns.

What lies ahead

The lack of brick and mortar retail outlets in Latin America actually plays into the hand of e-commerce retailers. That’s because they can offer products to consumers outside of major cities where consumers don’t have many shopping options. Sieuzac told Portada, “It’s a massive opportunity. You have people that simply don’t have access to products, even from a normal shop.”

A “key component” of e-commerce growth in Latin America proves to be shopping online with a mobile phone. As a result, a report by yStats.coMobile commerce reveals experts expect it to increase at a faster rate than e-commerce.

Brazil offers the largest consumer e-commerce market in Latin America. The report found experts predict Colombia to show a 20 percent growth rate through 2021.

A summary of the report reveals experts predict: “Rising internet and smartphone penetration rates, greater online payment security and development of MCommerce to contribute to the growth of online retail sales.”

Changing Places LatAm: 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!)

César Recalde has been named as MediaCom’s new CEO for Latin America and Caribbean. He takes up the role with immediate effect and will oversee MediaCom’s fast-growing regional network.  César joins from GroupM, where he was Chief Business Development Officer for Latin America. 

 

 

Luis Barrague has been promoted to CEO at Headway, the global marketing tech company that was acquired by Entravision in 2017. He will replace Headway co-founder Martin Kogan, who left the company.

 

 

 

 

 

 

Alma Villanueva is the new Head of Marketing at Grupo Lala. Previously, she was Marketing Manager of Jugos Del Valle-Santa Clara.

 

 

 

 

 

 

Avianca Holdings and Avianca S.A. announce that Anko van der Werff was appointed as Executive President and CEO of Avianca Holdings S.A. and as President of Aerovías del Continente Americano S.A. Avianca. With more than 19 years of experience in the airline industry, his last position was Executive Commercial VP of Aeromexico.

 

 

Alejandro Fishman has been appointed Head of Trading at GroupM Argentina.

 

 

 

 

 

 

Jorge Portugal has been named Director Of Business – Americas at Renault. He replaces Ricardo Gondo, recently promoted to President of Renault Brazil.

 

 

 

 

Lorena Zicker is Amazon Web Services (AWS) new Public Sector Sales Leader-Southern Cone.

 

 

 

 

 

 

Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

Bogota-based airline Avianca will remove 10 E190 aircraft, eight of which it currently operates. Two other E190s are currently leased to Aeromexico Connect, Cirium Fleets Analyzer shows. As a result of the E190 removals, Avianca has incurred a US$38.9 million one-time non-cash impairment charge in its fourth quarter 2018 financial results, representing the residual value of the aircraft.Avianca says the E190 phase-out will result in cost savings on the maintenance and inventory front, as the airline undergoes an internal plan to boost profitability after focusing on growth in recent years.The carrier is the latest among Latin American airlines to target removals of the E-Jet E1 family from its fleet.

 

  • Global Citizen

International advocacy platform Global Citizen, committed to defeating extreme poverty by 2030, has tapped Havas Media Group as its global media AOR. In addition to planning and buying duties, Havas Media will advise the organization on establishing effective brand and media partnerships.Global Citizens learn about the systemic causes of extreme poverty, take action on those issues, and earn rewards for their actions — as part of a global community committed to lasting change.The partnership will capitalise on the existing facilities and manpower of FAdeA, coupled with Etihad Airways Engineering’s MRO expertise as well as its strong customer footprint in Latin America. Following the signing of the multi-year agreement, seven Airbus A320 aircraft belonging to LAN Argentina were reconfigured at FAdeA facilities and more projects are planned in the coming months.

 

  • Hilton

Hilton has announced plans for four new hotels in Mexico. The new projects include the company’s first Canopy hotel in the country, as well as the first Hilton Hotels & Resorts property in Monterrey and the first two Curio Collection properties in Mexico City.Hilton said it currently has a portfolio of more than 60 hotels in Mexico, with nearly 30 additional projects in development.

 

 

 

  • Etihad Airways

Etihad Airways Engineering has signed a collaboration agreement with Argentina’s main aircraft manufacturer, Fabrica Argentina de Aviones (FAdeA), to serve MRO customers in South America. The agreement enables both companies to leverage their strengths and become significant players in the narrow body aircraft maintenance market in South America. As part of the collaboration, Etihad Airways Engineering will support FAdeA in developing the processes and capabilities to maintain and modify aircraft and aircraft components.

 

 

 

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.

 

  • Dixie Brands Inc.

Dixie Brands, a canadian designer, manufacturer and distributor of marijuana infused products, has revealed the full scope of the Company’s current expansion plans. Along with reaffirming a planned expansion into the Canadian market, Dixie has also announced plans to enter new markets in the United States and Latin America.With a population of more than 620 million people, and nearly a dozen different countries in the area recently passing legislation allowing the sale of cannabis products, the region appears to be the next location to which cannabis companies will be directing their attention. In order to gain entry into Latin America, Dixie has signed a binding letter of intent with Khiron Life Sciences Corp., an established organization with market access to 75% of Latin America’s substantial population. The agreement between the two companies will take the form of a 50/50 joint venture.

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here. 

 

  • LATAM Airlines

One of South America’s largest air carriers, LATAM Airlines, completed its first-ever direct flight from Latin America to Israel.The trip took place from the Chilean capital of Santiago via São Paulo/Guarulhos-Governador André Franco Montoro International Airport to Ben-Gurion International Airport outside of Tel Aviv. This is the sole direct route from Latin America to Israel, and will function once a day on Sundays, Tuesdays and Thursdays.From January to November of this year, Israel has experienced 146,000 tourists from Latin America—a 62 percent increase compared to 2016, according to Israel’s Tourism Ministry. Pablo Chiozza, SVP USA, Canada & Caribbean, LATAM Airlines Group is a member of Portada´s Travel Marketing Board.

 

 

  • W Hotels

W Hotels Worldwide, part of Marriott International, has announced the opening of W Costa Rica – Reserva Conchal, the first W hotel in the country.W Costa Rica is located within a 2,300-acre nature reserve just minutes from Tamarindo, an internationally-renowned surf spot that has earned a reputation among amateur and professional wave enthusiasts. With more than 75 hotels in 50+ destinations worldwide, W Hotels & Resorts offer luxury, boutique hotels with a unique focus on design, music and fashion.

 

 

 

  • Bodega Luigi Bosca/ L Catterton

Bodega Luigi Bosca | Familia Arizu, one of the oldest and most renowned wineries in Argentina, announced that it has received a significant strategic investment from the Latin American fund of L Catterton, the largest and most global consumer-focused private equity firm in the world. Through its investment, L Catterton will partner with the Arizu family to support the global growth of the winery’s iconic brands and their long-term vision to expand into the most important international markets. Terms of the transaction were not disclosed.Bodega Luigi Bosca will continue to be run and managed by the Arizu family, who have built and developed the prestige and preeminence the winery enjoys today.

 

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

 

  • Delta Air Lines

Delta Air Lines, strengthened by its deep ties with Aeromexico, is relaunching nonstop service between Minneapolis-St. Paul and Mexico City. The year-round, daily flight is slated to begin June 8. It marks Delta’s third announcement of a new international destination for Minneapolis-St. Paul International Airport this year. Delta flew between its Twin Cities hub and Mexico’s capital city several years ago, but didn’t have enough passengers to support the route and ceased service in August 2011. Since then, Delta and Aeromexico have formed a close joint venture — with Delta owning 49 percent of the Mexico-based carrier — which expands connecting traffic in both cities and increases the route’s chance of success.Aeromexico is the largest airline in Latin America and Mexico City’s Benito Juarez International Airport is the region’s busiest airport. MSP passengers connect there to 41 other destinations in Mexico and Latin America, MSP officials said.

  • Newell Brands

Newell Brands, a premier consumer goods company, has selected WPP as its communications partner for its portfolio of brands globally following a review. In January, WPP will launch Team Newell to accelerate Newell Brands’ growth globally. Geometry, Mindshare and Eicoff will add their respective expertise in shopper marketing, media investment management and direct response television to Team Newell. Additionally, the former Wunderman (now Wunderman Thompson) has been engaged on the client’s digital marketing work, and VMLY&R on social media. Those agencies join existing Newell agencies, BCW, Superunion and Wunderman Thompson as Team Newell. The team, which will be based in New York, will continue to be led by Eva Ruzicka.Omnicom’s PHD was the global media buying incumbent for the company’s Rubbermaid brand since 2013, and did not compete to defend. Newell’s domestic marketing spend was US$101.5 million in 2017, according to Kantar Media. Global spend this year will be about US$80 million.Newell Brands is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, Dymo®, EXPO®, Parker®, Elmer’s®, Coleman®, Marmot®, Oster®, Sunbeam®, FoodSaver®,Mr. Coffee®, Graco®, Baby Jogger®, NUK®, Calphalon®, Rubbermaid®, Contigo®, First Alert®, and Yankee Candle®.

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.

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!)

 

John Eck is leaving his position as chief local media officer and EVP of technology, operations and engineering at Univision by the end of the month. Eck joined Univision in 2011 and previously worked at NBC Universal for 18 years.

 

 

 

 

Amy Marks has joined Live Nation Entertainment as its first executive vice president, head of integrated marketing for their  media and sponsorship division. Marks joins from Bloomberg Media where she was global marketing head.

 

 

 

 

 

Luis Silva Dias has been promoted to chief executive of FCB International. Silva Dias joined the company in 2014, and was considered the lead architect of the agency’s global rebrand.

 

 

 

 

Sage has promoted Ron McMurtrie to chief marketing officer. McMurtrie joined the company  in 2016 as executive vice president of customer marketing and previously worked at Recall, VCE  Cisco, EMC and VMware – First Data, Verizon and MCI.

 

 

 

 

Noel Franus has been appointed executive creative director by R/GA San Francisco. Franus joins from Comrade, where he held the role of interim chief experience officer.

 

 

 

 

 

Aviel Eidels has joined Cultura Colectiva as U.S. country manager. He joins from Univision Communications Inc. where he worked as director, digital media sales.

 

 

 

 

 

José Luis Pérez Rodríguez has started a new position as distribution manager at Aeromexico. He joins the airline from Volaris where he served as chief of  marketing performance.

 

 

 

 

 

Media executive Boris Gartner has been named chief executive officer of LaLiga North America. Gartner joins from Televisa Mexico where he was head of strategy and operations.

 

 

 

 

 

 

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!)

Colombian airline Avianca has named Thais Skitnevsky Grinberg marketing director. She joins from Safra where she started working in 2017 and prior to that, she worked at Stelo as head of marketing.

 

 

 

 

 

Argentinian website Infobae has appointed Priscila Pipman and Silvio Tourón as commercial managers. Pipman joined the company in 2014 after working in La Nación and has more than 13 years of experience.  Tourón also joined the company from La Nación.

 

 

Roberto Muñoz, member of Portada’s Travel Marketing Board has been hired by Bancolombia as head of travel and banks. Roberto joins from Aeromexico where he was VP strategic partnerships and loyalty.

 

 

 

 

 

Related Companies has appointed Anna Domingo as their new marketing and sales director. Prior to this, she held the role of general manager at Merlin Entertainments until november of 2017.

 

 

 

 

Gana Energía has appointed Sara Moreno as responsible for the marketing and communications of the company. She has previously worked at  Ford and Omnicom PR Group.

 

 

 

 

 

Rodrigo Margain has been named vice president of sales & business development Mexico by Entravision Communications Corporation. Margain will be responsible for Mexico-based clients investing in Entravision owned or affiliated media platforms in the U.S.

 

 

 

 

 

 

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

  • VisaTelemundo Deportes is adding to its sports content portfolio the exclusive Spanish-language U.S. media rights to the 2019 Copa America to be held in Brazil. Organized by South America’s soccer ruling body CONMEBOL, Copa America is the oldest international continental soccer competition and it determines the continental champion of South America.
    “We are extremely pleased to join forces with CONMEBOL and the Copa America tournament,” said Ray Warren, President, Telemundo Deportes. “It is a world-class event and perfectly aligns with our approach to partner with owners of the biggest and best global sporting events to bring them to our Spanish-language audience in the U.S.”

 

  • Visa, the Official Payment Services Partner of FIFA, released an analysis of foreign travelers’ spending during opening days of 2018 FIFA World Cup, discovering that in the stadiums, the share of contactless payments grew to 54%, inclusive of purchases made by fans from Russia and abroad.

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  • AeroméxicoOn Saturday, June 30, Aeromexico sponsored the short #FutSinGénero ( with no gender) tournament to promote equal rights among women and men in soccer. Soccer celebrities like Charlyn Corral, Lucero Cuevas, and Kenti Robles joined the event. The project has managed to create the Female Professional Soccer League in Mexico, and also to develop a strategic growth plan for professional female players.

 

  • It seems that Nike is close to becoming the winner of the World Cup jersey sponsorship battle. The Nike swoosh appears on the outfits of Brazil, France, and England, favorite teams to win the World Cup, plus Croatia, according to betting websites. Archrival Adidas still has Belgium, Russia, and Sweden in the quarter-finals, and Puma is adding Uruguay to the game.

 

  • As the MLS expansion process continues, Detroit remains in the mix. The bidders are hoping to bring Major League Soccer to the Ford Field. “I think MLS has now accepted the fact that Ford Field is the right place,” said Arn Tellem, vice chairman of the Pistons, who has been charged by owner Tom Gores with coordinating the bid in Detroit.

 

  • Wayne Rooney has confirmed he’ll be joining the MLS, through a 3 1/2 year designated-player contract with D.C. United. The British soccer player follows the lead of Swede Zlatan Ibrahimovic and retired countryman David Beckham by leaving Europe for MLS later in their careers. Rooney is expected to make his debut July 14 when the team opens its new stadium in Southeast Washington against the Vancouver Whitecaps.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Visa

Visa announced a strategic investment in YellowPepper, a US-based mobile payments provider in an effort to provide its digital service in Latin America. This investment will be the first of its kind in the region and reinforces a shared vision for increasing usage of mobile payments throughout Latin American and the Caribbean.With this agreement, Visa will focus on growing opportunities for tokenized payments, increasing access to Visa APIs, and expanding the usage of push payments via Visa Direct.Additionally, YellowPepper will become a Visa Token Service Provider, allowing it to offer Visa’s secure, digital payment token services, via any Internet-connected device.Visa has targeted the Latin American market since it remains largely underpenetrated and thus provides abundant scope for Visa’s growth.

 

 

  • Yuyo

Shaftesbury-based drink brand Yuyo will export its range of Latin American-inspired drink infusions to Brazil this year.The company stocks a range of yerba mate drink infusions across the UK through retailers such as Ocado, Whole Foods and Revital as well as selling online.The business already exports to seven countries including US, Sweden and France, and boosted its international orders by 42% between 2015 and 2017.Exports make up 40% of the company’s £100,000 annual turnover and founders Rosie Marteau and Charles Grummit plan to increase this further by exporting to Brazil in the next three months and to target Australia in 2019.

 

 

  • IHG

InterContinental Hotels Group (IHG) has unveiled plans to open a new midscale hotel in Mexico with the recent signing of the first avid hotels property, which will be located in Fresnillo, Zacatecas. Executives from both companies celebrated the signing in a private ceremony in Mexico City. The first avid hotels location in Mexico will be strategically located at the Paseo del Mineral Avenue at the city’s main entrance in an area known for its commercial and business activity. The hotel will be a four storey, new-build hotel with 95 guest rooms and is expected to open in mid-2019.Jorge Apaez, chief operating officer, Mexico, Latin America and the Caribbean, IHG, said: “The first signing in Mexico of IHG’s new high-quality midscale brand demonstrates further momentum for avid hotels. New hotel signings continue to exceed expectations, and total more than 100 avid hotels across the US, Canada and now Mexico, almost one every other day since launch last year. This latest development demonstrates that owners believe in the strength of the avid hotels brand and the power of IHG.”

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

 

  • FCA

Fiat Chrysler Automobiles (FCA) CEO Sergio Marchionne revealed the FCA group’s product plans for the coming years, which included a strong focus on its ‘global brands’ like Alfa Romeo, Jeep, Maserati and Ram. Marchionne confirmed those brands will continue, though will be limited in terms of their budget.Chrysler will “continue to be relevant in the United States”, though will become a “people carrier brand” .Meanwhile, Fiat will focus primarily on the Latin American market, due to that region’s high uptake of cheaper and less sophisticated vehicles, though it will occupy a “more exclusive area” of the European market, namely city cars and electrified vehicles.

 

  • Aeroméxico

When Donald Trump was running for president, as a strategy to get more votes, he threatened to build a wall on the US-Mexico border if elected. He won, and became president of the United States of America and announced through his social media, that the construction of the first sections of the border wall had already begun. Aeroméxico, a proudly Mexican airline, showed its disapproval with a direct and very clear message: it does not matter how high the wall is, how long it takes to build it or the money spent on it; we can always fly over it. The message is reflected in OGILVY Mexico latest campaign for Aeroméxico called Sobrevuelos. IPG´s UM is Aeromexico´s media agency of record.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

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