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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.”

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!)

 

The Kraft Heinz Company has appointed Miguel Patricio as CEO effective July 1, 2019. Patricio will succeed Bernardo Hees. Patricio will join the company after a successful career spanning two decades at Anheuser-Busch InBev, where he most recently served as Global CMO.

 

 

 

 

Digital trading platform Gumtree has announced the appointment of newly-installed CMO Claire Howard-Jones, who has assumed responsibility for marketing across Gumtree’s full product portfolio. She has two decades of experience with brands such as eBay, Amazon, Sainsbury’s, and British Airways.

 

 

 

Snapchat has named former McDonald’s marketer Kenny Mitchell as its first CMO. Mitchell will report directly to founder Evan Spiegel. He will be tasked with leading all consumer and product marketing for the business and its flagship app.

 

 

 

Amazon has hired Andrew Saunders to head its entertainment marketing division. Saunders has been tasked to educate customers by “building meaningful connections for them across entertainment and culture”. The marketer previously served as head of global brand strategy and marketing at Tastemade, a digital food and travel publisher.

 

 

 

LatinWorks, one of Austin’s most recognized advertising firms, announced that it is changing its name to Third Ear as part of a rebranding effort aimed at expanding its market capabilities. The decision is is not being directed by LatinWorks’ parent company, Omnicom Group, according to co-founder and CEO Manny Flores.

 

 

 

Omnicom Group media agency OMD USA is cutting five senior executive positions. The jobs being eliminated are: OMD East President Patty Sachs; OMD West President Greg Castronuovo; OMD Midwest President Lisa Bradner, CMO Laurel Rossi; and a managing director role at OMD Create, the agency’s innovation and prototyping unit, now held by Kerry Perse. The regional teams will report directly to OMD USA CEO John Osborn.

Media Global Group is proud to announce Vanessa Wallin as the new Director of Sales. Wallin will be responsible for the sales team.

What: We looked at the results of the e-commerce marketing strategy of the top 15 online retail sites visited by shoppers in the U.S. in February of 2019 and how the sites scored in numbers of visitors.
Why it matters: Amazon’s relentless e-commerce marketing strategy and its increase of visits to its retail website continued in the second month of this year, topping 23-percent of all visits to the top 15 retail sites in the U.S.—nearly double that of its closest e-commerce rival Walmart at 12.2-percent of visits.

Number of visitors to the Top 15 e-commerce sites in the U.S., February 2019
Total Audience, Home and Work, PC/Laptop869,590
SiteTotal Unique Visitors*
Amazon Sites204146
Wal-Mart106453
eBay96790
Apple.com Worldwide Sites61629
Target Corporation50061
Samsung Group46969
ETSY.COM43289
WISH.COM41006
Ticketmaster39786
The Home Depot, Inc.34677
Kohl’s Corporation30904
Wayfair30721
Best Buy Sites30268
Macy’s Inc.26913
LOWES.COM25978

Source: Comscore
*Numbers reported as shown

Amazon Expansion Continues

Amazon continued to expand its online e-commerce dominance in the U.S. in February, gaining more than 2-percentage points compared to January, to reach 23.4-percent of all visits to the top 15 retail sites in the U.S. as measured by Comscore. The behemoth internet retailer expanded its online market share at the same time that brick-and-mortar retailers have closed 4,800 stores this year alone, according to the Financial Times. Analyst Deborah Weinswig told the newspaper she expects approximately 12,000 retail stores to be shuttered in the U.S. this year.

Brick-and-mortar retailer Best Buy saw its share of visits to the top 15 retail site in the U.S. slip from 4-percent in January to 3.4-percent in February. Macy’s, too, lost ground going from 4.3-percent in January to just 3-percent in February. Walmart continues to be the most successful brick-and-mortar retailer online, holding at second place in February with 12.2-percent of all visits to the top 15 ranked retail sites in the U.S.—but still well behind Amazon in online visits.

Best Buy, Home Depot slip

  • Best Buy slipped from 11th to 13th place from January to February in Comscore ranking.
  • The Home Depot, too, lost ground, going from 9th place in January to 10th place in February.
  • Apple held steady in 4th place with 7 percent of all site visits in February.
  • eBay, too, held its ground in third place with 11.1-percent of all visits, matching its share in January.
  • Macy’s saw a decline in its site visits from 4.3-percent of all visits in January to 3-percent in February.
  • The top eight most-visited sites in the Comscore ranking held their positions from January to February, with Target ranking 5th.
  • Retailer Kohl’s continued to see a downward trend in its share of visits to the top 15 sites, from 5.5-percent in December to 3.8-percent in January to 5-percent in February.

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!)

 

Perkins Miller, who previously led StubHub GM/Americas, has been named CEO of fan-driven platform Fandom. He will continue to be based in San Francisco.

 

 

 

 

 

 

Adam Bonnett, former Disney Channels Worldwide EVP of Original Programming, has been appointed Executive Producer, Mattel Television. Bonnett will be responsible for global episodic content development and production for live action and animation based on the company’s iconic brands.

 

 

 

 

Apple has announced that Deirdre O’Brien, who has worked for the company for three decades, is has been promoted to Senior Vice President of Retail + People, reporting to CEO Tim Cook. She will fill the role following the departure of Angela Ahrendts in April.

 

 

 

 

 

Brian Wieser is joining WPP PLC’s media-agency conglomerate GroupM as Global President of Business Intelligence. In his new role, Wieser will work closely with GroupM’s agencies and WPP’s broader network to provide insights to clients.

 

 

 

 

 

Amazon has named Rosalind Brewer, the current Chief Operating Officer of Starbucks, to its board. Brewer is only the second African-American woman to sit on the company’s board in its 25-year existence.

 

 

 

 

 

Lime announced the appointment of Duke Stump to the position of Chief Marketing Officer. As Lime’s first-ever CMO, Stump will focus on uniting global marketing teams and furthering Lime’s mission to redefine urban mobility.

 

 

 

 

 

 

GAP has tapped Alegra O’Hare as senior VP and CMO. O’Hare was most recently VP of global brand communications at Adidas Originals and Style.

 

 

 

 

 

 

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 editions, click here.

 

  • Reebok

English footwear and apparel company Reebok, subsidiary of sportsgiant Adidas,  has appointed Deutsch its new global creative agency of record after a formal review. Venables Bell & Partners was the incumbent. The appointment does not affect media incumbent MediaCom, which won the brand’s media review last year. The business will be led out of Deutsch’s New York office.

 

 

 

 

  • Bank of America

Bank of America is revamping its digital platforms to serve the nation’s Spanish-speaking community, South Florida Business Journal has reported. The move is aimed at luring the Hispanic population, the largest minority group in the country. At nearly 59 million, the U.S. Hispanic population constitutes 18.1 percent of the country’s population – and it’s only expected to grow. Approximately 41 million Hispanic-Americans are native Spanish speakers and another 11 million are bilingual, according to the U.S. Census Bureau.Andres Intriago, senior vice president and Spanish digital strategy lead for Bank of America, is spearheading the bank’s Spanish digital initiative. Bank of America’s website and mobile apps are already available in Spanish as 1.7 million of the bank’s 25 million mobile users have said Spanish is their language of preference, and another 2.5 million digital users have indicated they would like to see more Spanish-language products from the company.

 

  • Amazon

Amazon is offering a new service called Amazon Cash that allows customers without bank or credit accounts (or who would prefer not to use them) to make online purchases with good old-fashioned paper money. Amazon Cash users do need to have an Amazon account and a mobile phone.To take advantage of Amazon Cash, consumers bring cash to a participating CVS, GameStop or 7-Eleven store location. They then verify their Amazon account in one of two ways. Amazon’s strategy behind this move is to engage those 32.6 million consumers in the U.S. that don’t use banking services (unbanked) or make limited use of them (underbanked). Particularly, to attract more African-American and Hispanic consumers, who are the most likely ethnic groups to be unbanked, according to an FDIC study, Mediapost has reported. Amazon Cash is the most recent effort by Amazon to engage Hispanic and African-American consumers. In 2017, the brand released its Spanish-language version of Amazon.com.

  • Mastercard

Mastercard debuts its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand. Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments – the distinct and memorable Mastercard melody will provide simple, seamless familiarity. The news comes on the heels of the company’s recent transition to a symbol brand and is part of its continued brand transformation. Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.The Mastercard melody is the foundation of the company’s sound architecture and will extend to many assets, from musical scores, sound logos and ringtones, to hold music and point-of-sale acceptance sounds.In the lead up to the 61st GRAMMY Awards®, Mastercard will launch a new multi-channel marketing program starring GRAMMY-nominated artist Camila Cabello, which will be the first creative output to feature the brand’s sound logo.In addition, the company will showcase its new sonic brand at the Mastercard Sensory Lab at Fred Segal®, a one-of-a-kind space filled with interactive experiences and exclusive merchandise from Joe Freshgoods and KYLE that will engage visitors’ senses and bring the brand to life in an entirely new way.Located at 8500 Sunset Boulevard in West Hollywood, The Mastercard Sensory Lab will be open at Fred Segal on February 8 and 9 from 11 AM to 6 PM. Elena Feoktistova, Regional Head of Consumer and Product Marketing LAC at Mastercard and Lorena Holguin, LAC Sponsorship Director at Mastercard are both members of Portada´s Council System. 

  • Planet Fitness

Planet Fitness, Inc., one of the largest and fastest-growing franchisors and operators of fitness centres in the US with more than 1,600 locations system-wide, has appointed Kansas City-based independent agency, Barkley lead agency. Barkley will handle creative, strategy, experience and design in addition to media planning and buying for the brand. Barkley will primarily focus on brand awareness, growing memberships and expanding the Planet Fitness footprint in the US and internationally.

 

 

 

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

 

  • P&G

P&G announced its acquisition of This Is L., owner of L. products, to meet growing consumer demands for period products in the naturals segment. Its portfolio primarily includes beautifully designed, high quality tampons, pads, liners and wipes made with organic cotton.L. is a purpose-driven, inspirational brand with many opportunities for future growth. For every L. product purchased, a donation is made to improve product accessibility to girls and women in need in the US and around the world.L. has experienced rapid growth, breaking barriers and making their products available to consumers in more than 5,000 stores across the U.S. With its donation program, the company is on track to provide access to over 250 million products, bringing the efforts to unprecedented scale.This acquisition will grow P&G’s Feminine Care business in the naturals segment and accelerate growth for L. products while continuing to support women and girls together.

 

Our 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.

Brands are flocking to Amazon to advertise according to the giant online marketer’s third quarter financial report. Amazon is expected to double its advertising revenues by the end of this year, according to reporting by ClickZ. Revenue from advertising topped $2.5 billion in the quarter, 123% greater than the same period a year ago.

Marriott is facing criticism from cyber experts and a class action suit after revealing that hackers stole data from 500 million of it guests, including passport numbers. Cyber experts told USA Today the hack could have been avoided if a smaller data breach in 2015 had been properly handled.

Facebook is facing more problems after a cache of its executives’ emails were released by lawmakers in the United Kingdom. According to reporting by The New York Times, the emails reveal Facebook executives gave some brands, including Airbnb and Netflix, favored access to users’ data, while shutting out others. Facebook responded saying it has never sold its users’ data.

Cyber Monday sales reached $7.9 billion breaking all records this year in the US, (a 19.3 percent increase over 2017), making it the biggest online shopping day in US history, according to reporting by ClickZ and Adobe. Mobile commerce shattered records on Cyber Weekend, with smart phones and tablets making up more than 65% of retail site visits, a 32.1% increase over the previous year. Direct website traffic showed a slight decline.

The season is looking very merry for online holiday shopping in the US this year, according to a survey by Splitit. The survey showed 40% of consumers planning to do the majority of their shopping online. Local stores ranked second at 25%. Brick and mortar stores offering payments with monthly installments could find a significant advantage over online sites without that option, the survey showed.

Instagram has announced it will use AI tools to go after and eliminate paid-for likes and followers. The social media site plans to aggressively seek to identify users that are paying third-party providers to increase their numbers of likes and followers. “Recently, we’ve seen accounts use third-party apps to artificially grow their audience,” Instagram said in a release reported by Netimperative.

The US government may be under-reporting the number of Americans without access to high-speed broadband internet. A Microsoft study found that 162.8 million lacked the access compared to the 24.7 million reported by the FCC. According to reporting by Endgadget, the fault lies with FCC’s data gathering which over-reports actual access to broadband services.

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 editions, click here.

  • Lactalis

Zenith has won the global pitch for the consolidated media business of dairy products corporation Lactalis. Zenith has been appointed Master Agency Partner, commanding 75% of Lactalis’ markets.The win sees Zenith retain all its existing markets in EMEA, APAC and Lat Am and take on 11 new ones, including Canada, UK and USA. Lactalis is a global leader within the dairy industry, with leading local dairy brands in each of its markets. The group is the number one cheese manufacturer in the world and the European leader in milk consumption, butter and cream.As Master Agency Partner, Zenith will have lead media communications responsibility, with global coordination run from Zenith’s HQ in London. Zenith will now work with Lactalis both centrally and locally to deliver against the company’s growth targets.

  • ECHO Incorporated

Copa de la Diversión, the successful and growing Hispanic outreach program introduces last year by Minor League Baseball, has its first dedicated corporate sponsor in ECHO. The agreement, makes the Chicago company (via Japan) the “Official Outdoor Power Tool of MiLB” and of the Copa program. As the “Official Outdoor Power Tool of Copa de la Diversión” and the first commercial partner of the Hispanic/Latino fan engagement campaign, ECHO will help elevate MiLB’s Copa and Es Divertido Ser Un Fan™ platforms. ECHO, its distributors, and local dealers can use all participating teams’ marks and logos in their marketing communications and at retail. In addition, ECHO will feature Copa- and Es Divertido Ser Un Fan-related content across its web and social channels. The platform is specifically designed to embrace the culture and values that resonate most with participating teams’ local U.S. Hispanic/Latino communities by bolstering their marketing and customer service efforts to create a culturally-relevant gameday experience. Copa de la Diversión will be expanding from 33 teams to 72 teams in 2019.  ECHO products, and teams will have their use for field and park maintenance. ECHO is a worldwide leader in the development and manufacturing of professional-grade, hand-held outdoor power equipment for commercial and homeowner use.

  • Amazon

Amazon has signed on to its largest ad buy on Univision Deportes, as presenting sponsor of “The Championship Week” soccer events this month. As the brand continues to exert its marketing force more and more into sport, the Latino audience will become that much more valuable, and published reports this week show that strategy around sports coming full circle this month.Amazon’s push to break through the clutter and engage with Latinos during the critical holiday retail season will be through soccer, as they have signed on as presenting sponsor of “The Championships Week” across Univision Deportes, a two-week festival of playoff soccer combining Univision’s premier fútbol properties. It represents Amazon’s largest ad buy on Univision Deportes.

  • La Bonita Market

Popular Hispanic supermarket chain La Bonita will open its first store in Henderson next summer.The new store, just north of Green Valley Parkway and Sunset Road, will be 50,000 square feet and employ about 150 people, according to Armando Martinez, La Bonita’s general manager.In 2010, Hispanics made up more than 15 percent of the population in Henderson and about a third in the valley overall, according to The U.S. Census Bureau.La Bonita has been in business for 27 years in the Las Vegas area and employs more than 700 people in the valley.

  • Fresco y Más

Southeastern Grocers, Inc., parent company of BI-LO, Fresco y Más, Harveys Supermarket and Winn-Dixie stores, will unveil the newest Fresco y Más store in Lauderhill, Florida, growing the popular Hispanic grocery store to 26 locations. Located at 1531 NW 40th Ave., the supermarket will be the first Fresco y Más to place a strong emphasis on products targeted to Caribbean customers, in addition to the traditional Hispanic offerings for which Fresco y Más is known.Customers can enjoy samples of delicious authentic Hispanic and Caribbean culinary favorites and live entertainment as they explore the new offerings available at the Lauderhill Fresco y Más.

 

2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Wingstop

Dallas-based, chicken wing-focused restaurant chain Wingstop has appointed Leo Burnett as its lead creative AOR, following a review.Leo Burnett will be tasked with the chain’s integrated marketing communications strategy, encompassing advertising and promotional marketing, as well as measurement and optimization efforts. Publicis Groupe media agency Starcom already handled media buying and planning for Wingstop.Wingstop spent nearly us$14 million on measured media last year and around us$7.7 million in the first six months of 2018, according to Kantar Media.

What: Amazon has signed on to its largest ad buy on Univision Deportes, as presenting sponsor of “The Championship Week” soccer events this month.
Why it matters: As the brand continues to exert its marketing force more and more into sport, the Latino audience will become that much more valuable.

There is no secret that engaging the Latino community is going to be key for brand success more in the future than ever before. Tech and digital savvy millennials, as well as families looking to grow consumption, have to be key targets, whether they speak English or Spanish first. Also, if you are looking for an active audience with an affinity for sports, live sports even more so, then look to soccer, baseball and basketball as sports of choice.

Just ask Amazon (@amazon).

As the brand continues to exert its marketing force more and more into sport, the Latino audience will become that much more valuable, and published reports this week show that strategy around sports coming full circle this month.

Amazon’s investment could signal a key shift in spending both for sport and the Latino audience.

According to Terry Lefton of SportsBusiness Journal (@sbjsbd), Amazon’s push to break through the clutter and engage with Latinos during the critical holiday retail season will be through soccer, as they have signed on as presenting sponsor of “The Championships Week” across Univision Deportes (@UnivisionSports), a two-week festival of playoff soccer combining Univision’s premier fútbol properties.

It represents Amazon’s largest ad buy on Univision Deportes.

“We’re happy to find an advertiser as important as Amazon finding value in being across all of these top-level soccer games at a very busy time of year,” said Rick Resnick, Univision senior vice president, sales marketing strategy and solutions told Lefton.

“Semana de Campeonatos presentado por Amazon,” running during the first half of December, will include the MLS Cup (@MLSchampionship game next Sunday between Atlanta United (@ATLUTDand the Portland Timbers (@TimbersFC), along with the “two-legged” finals of Liga MX (@LigaMxEngand playoff competition from the UEFA Champions League (@ChampionsLeague). Also in the package are spots during the games, a variety of shoulder programming and studio highlights shows, ranging from “Deportiva,” “Linea de Cuatro,” “Contacto Deportivo,” and “Mision Europa,” which airs from 5-6 p.m. Monday through Friday on the UniMas simulcast on UDN.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

“When you look at this package it is a great buy across a wide demo of soccer fans, from those with a passion for MLS to those who look more regionally and globally,” said Chris Lencheski, veteran sports marketer and professor at Columbia University. “While we don’t see Amazon yet buying streaming rights for these properties, they know the growing brand power that fútbol has and they are going right to a targeted and passionate sweet spot. If it’s successful, and there is no reason it won’t be, it could be a turning point for brands who still struggle to engage the Latino fan, be it in English or Spanish.”

While consumer brands like a Modelo (@ModeloUSAor Budweiser (@Budweiseror Goya (@GoyaFoodshave found fútbol a key engagement spot, tech and media brands have yet to make a wide push, preferring conservative spends. Amazon’s investment could signal a key shift in spending both for sport and the Latino audience, one which has been a long time in coming away from mega events like World Cup.

If it’s a win, it’s a trend to watch for 2019 and beyond, and might be the long rumored shift for brands to get more engaged with the demo, one which is clamoring for wide engagement.

Subscribe to Portada’s daily Sports Marketing Updates!

Cover Image: Flickr/Craig Dietrich

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. 

  • W Hotels

W Hotels Worldwide is headed to Brazil. Parent company Marriott International Inc. has just announced the signing of the brand’s first hotel in Brazil. W São Paulo is slated to join this year’s lineup of W openings in the region, including W Panama (opened as of February 2018) and W Costa Rica (opening in late 2018).The opening of W São Paulo will mark the seventh W hotel in the Caribbean and Latin America region alongside W Santiago, W Mexico City, W Costa Rica, W Panama, W Colombia and W Punta de Mita.

 

 

 

  • Amazon

Amazon.com Inc is scouting for land in central Mexico for a fourth distribution center in the country, sources said, aiming at a bigger slice of the burgeoning e-commerce market in Latin America’s second-largest economy.The expansion plan highlights Amazon’s intent to plant roots beyond Mexico’s bustling capital, banking on the nation’s potential to grow into an e-commerce engine of Latin America.Online shopping in Mexico comprised just 3.0 percent of total sales last year, according to market research firm Euromonitor International, but it is projected to more than double by 2022, reaching US$14 billion.The retail’s target is Queretaro state in the industrial center of Mexico.Queretaro, 114 miles north of Mexico City, is within a day’s reach of Monterrey and Guadalajara, two of Mexico’s most populous regions.

 

  • Hilton

Hilton announced the opening of Hilton Guatemala City, the brand’s first property in Guatemala. Strategically located near the historic heart of downtown, the 130-room neo-colonial-style hotel features an outdoor swimming pool, two whirlpools, lush gardens surrounding the guestrooms, restaurant and more than 4,000 square feet of event space.Hilton currently has a portfolio of approximately 140 hotels and resorts open and welcoming travelers in the Caribbean and Latin America. The company is actively pursuing additional Caribbean and Latin American growth opportunities and currently has a robust pipeline of nearly 90 hotels throughout the region.

 

 

  • Rappi

Rappi has indicated that it is likely to offer the ability for customers to buy Bitcoin on its platform.Rappi conducted a survey of customers in Colombia in order to gauge their interest in purchasing cryptocurrency through the service. Given the company’s plans to go ahead with the offering, it’s understood that the outcome of its market testing was positive.Although Rappi currently operates in six Central and South American countries, it appears that this service will be rolled out in Colombia at least to start with.The company’s move toward cryptocurrency may appeal particularly in Argentina should they choose to roll it out there given the recent surge in Bitcoin ATM’s being installed in the country. Carlos Leal,Marketing Director at Rappi, is a member of Portada´s Council System.

 

  • Hyundai Motors

US-based Here Technologies, a mapping and localization service for the automotive industry, has made a deal with Hyundai motors to provide integrated real-time traffic information systems for brand new vehicles in Latin America.Besides the Here Map Content system which offers comprehensive data of roads and points of interest, Hyundai will also receive Here Real Time Traffic which is a real-time service that aggregates data from a global network of connected multi-brand car fleets to provide information on traffic conditions.With this, drivers will have continuous access to accurate information on the conditions of roads and streets.The system can also be processed and used by a vehicle’s Advanced Driver Assistance Systems (ADAS).With the deal, Here is now serving a total of four automakers in the region. The others are Honda, Mitsubishi, and Renault.

 

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.

 

  • Windstar Cruises

Windstar Cruises is because the company is creating new sailings for 2019 and 2020 with visits to ports in Mexico, Honduras, Grand Cayman, the Dominican Republic and Jamaica. Cruisers looking for a trip can pick from 152 departure dates ranging from seven- to 56- days. The boutique line is launching a new Star Collector: Grand Caribbean Adventure on the Wind Surf, the largest sailing ship on Earth. The nearly two-month cruise is a means for travelers to explore the Caribbean’sGreater and Lesser Antilles and Latin America.

 

 

 

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.

 

What: We looked at the top 15 online retail sites visited by shoppers in the US in July of this year and how they scored in numbers of visitors.
Why it matters: A climb in the number of shoppers visiting Walmart online continued in July as the big box retailer aggressively expands its online sales.

Number of visitors to the Top 15 e-commerce sites in the US, July 2018
Total Audience, Home and Work, PC/Laptop940,883
SiteTotal Unique Visitors
Amazon sites198,651
Wal-Mart121,379
eBay103,520
Apple.com Worldwide sites68,456
Target Corporation58,798
The Home Depot48,001
ETSY.com47,692
Samsung Group45,129
WISH.com41,120
Ticketmaster36,963
Kohl’s Corporation36,703
Best Buy sites35,357
Lowe’s34,382
Wayfair34,203
Macy’s Inc.30,529

(Source: comScore)

comScore reported a total of 121,379 online visitors to Walmart in July of this year, up from 114,807 in June and 119,117 in May. The home improvement retailer reported a 33 percent increase in online sales in the first quarter of this year, according to The New York Times. Lowe’s Home Improvement suffered another decline in visitors in July at 34,382 compared to 35,757 in June and 38,635 in May. Samsung’s online visitors jumped by 4,463 in July, up from 40,666 in June. Online visitors to eBay showed little fluctuation, with 103,502 in July compared to 104,604 in June and 104,619 in May. Macy’s dropped to last place among the 15 sites monitored by comScore in June and remained in last place in the July rankings.

  • Amazon continues to enjoy a big lead among the 15 online retail site rankings with 21 percent of all online visits.
  • Walmart placed second, followed by eBay, Apple.com worldwide sites and Target Corp—virtually the same top five sites in terms of number of visits and in the same order as in May and June.
  • Online visits to Macy’s continued their decline to 30,529 in July, down from 31,636 in June and 33,725 in May.
  • Online visits to Lowe’s Home Improvement also declined in July to 34,382 from 35,757 in June and 38,635 in May.
  • Best Buy has seen a steady if slight increase in visitors over the May to July period, starting at 34,142 in May and increasing to 35,357 in July.
  • The gap in online visitors between Amazon in first place and its closest online competitors continues. Amazon took 21 percent of all online visits compared to Walmart’s 12 percent and eBay’s 11 percent in July.
  • Home Depot holds the lead for online visits in the big box home improvement retailing category with 5% of all online visits among the 15 sites monitored compared to Lowe’s Home Improvement at 4%.

What: comScore’s Ívan Marchant talks with Portada about the e-commerce landscape in Latin America and what to expect next.
Why it matters: The region is enjoying double-digit e-tailing growth with “real competition” between players and increased mobile internet access driving more and more online purchasing.

Increased internet penetration and availability of credit cards hold the keys to a bright future for e-commerce in Latin America, made even brighter by the recent opening of the cell phone market in Mexico, according to comScore Vice President Ivan Marchant.

A “world of opportunities” is how Marchant, vice president of comScore sales in Mexico, Peru and Central America, describes the e-commerce horizon in the region.

E-commerce in Latin America has lots of room to grow.

E-commerce in Latin America, he says, has “lots of room to grow.”

comScore’s internet usage monitoring platform tracks the internet behavior of an estimated two million users.

From Marchant’s perspective, online retailers in Latin America are engaging in “real competition,” but small- and medium-sized businesses have yet to fully get into the game. A concentration of e-commerce sales to consumers in the upper and upper-middle classes he says, needs to spread to a wider distribution of economic levels.

Internet access driving e-commerce growth

E-commerce starts to take off when half the population in any given market acquire internet access, Marchant said in a recent phone interview with Portada.

And increased mobile phone accessibility in Latin America, he said, is opening up internet access to millions.

In the case of Mexico, recent reforms to laws regulating the country’s cell and fixed-line networks, controlled for years by telecommunications billionaire Carlos Slim, have lowered cell phone service costs and driven e-commerce growth to new highs.

Since telecommunications legal reforms were undertaken in Mexico in 2013, mobile broadband subscriptions increased by 50 million between 2012 and 2016, according to a study by the OECD.

E-commerce in Mexico is being held back, however, by credit card access below that of other Latin American countries, coupled with fewer opportunities to use debit cards to make online purchases.

LATAM e-tailing to grow by 19%

As recently reported by Portada, e-commerce in Latin America is expected to grow by 19% in the next five years – well above the global average of 11%. Online sales in Latin America will double to $118 billion by 2021.

But Latin America has yet to catch up with the US, where online retailing makes up 5 percent of GDP. The average in Latin America is 2 to 3 percent, according to Marchant.

Brazil leads the region in e-commerce thanks to internet penetration of 75 percent, its larger population and higher credit card usage.

Argentina holds second place, followed by Mexico where online sales grew by 30% between 2016 and 2017.

“The entire region is growing in double digits,” Marchant says.

Since telecommunications legal reforms were undertaken in Mexico in 2013, mobile broadband subscriptions increased by 50 million between 2012 and 2016.

MercadoLibre the leader

According to data from comScore, MercadoLibre is the most visited e-commerce site in Argentina, Chile, Colombia, Mexico and Peru. B2W Digital takes first place in Brazil.

“MercadoLibre is way ahead in audience,” Marchant says.

While Samsung and Falabella occupy second place in Argentina and Chile respectively, Amazon now has the second-most visited e-commerce site in Colombia, Mexico and Peru.

“Amazon is growing rapidly,” Marchant said, while MercadoLibre enjoys an advantage from having been in Latin America long before Amazon’s arrival in the region.

Travel purchases, including airline ticket sales, make up 50-60% of all e-commerce in Latin America, according to Marchant.

“It’s definitely a travel market.”

The entire region is growing in double digits.

Purchases of computer hardware and software are also important, with fashion and clothing popular among e-commerce consumers in Mexico.

Seeing into e-commerce’s future in LATAM

Future opportunities for e-commerce growth in Latin America include the sale of groceries and artwork online, Marchant says.

Online sales of artwork are big in the US, but the same has yet to be seen in Latin America.

Both Walmart and Superama in Mexico have begun to sell groceries online, but in general, Latin America “is far from” where the US is in these important e-commerce sales categories, Marchant said.

Walmart, however, has made a lot of personnel changes in Mexico in an attempt to be a bigger e-commerce player.

The “most important opportunity,” regionally, Marchant says, is to get small- and medium-sized business to begin to do business with their customers online.

What: Chilean bricks-and-mortar retailer Falabella purchases Latin America online retailer Linio for US $137 million.
Why it matters: Online sales in Latin America will double to US $118 billion by 2021 and Falabella is preparing to be a major player, using its physical stores to key advantage.

Chilean bricks-and-mortar retailer Falabella is determined to be a major e-commerce player, and will likely use its physical stores to key advantage as it ramps up to compete with Amazon and MercadoLibre for online sales in Latin America. That’s how industry and regional experts explain Falabella’s recently announced purchase of online retailer Linio for US $137 million.

The word analysts keep repeating is “omnichannel.”

Omnichannel refers to the ability of bricks-and-mortar retailers to offer in-store pickup of goods ordered online.

It could become a key competitive edge for Falabella.

“This is congruent with a trend we are seeing of retailers getting smarter about e-commerce,” Lindsay Lehr, a senior director at the consultancy Americas Market Intelligence tells Portada.

One of the big stumbling blocks to e-commerce in Latin America is the inability of people to receive packages in their homes, which is why omnichannel purchasing is increasingly important, Lehr said.

The word analysts keep repeating is ‘omnichannel’.

Leveraging Stores to Boost Online Sales

Headquartered in Santiago, Falabella operates department stores, supermarkets, home improvement centers, malls and financial services in Argentina, Brazil, Chile, Colombia, Peru and Uruguay.

With the Linio purchase, Falabella’s online footprint expands to cover Mexico, Colombia, Venezuela, Ecuador and Panama.

The acquisition boosts Falabella to the #2 e-commerce spot in its home markets and begins the process of positioning it to take on MercadoLibre and the expansion of Amazon (Amazon Mexico’s Guillermo Rivera recently joined Portada’s Council System) in the region, Lehr says.

“They are getting prepared for what’s ahead.”

Betting on E-commerce

“The company is betting on e-commerce,” analyst and retailing expert Jorge Lizan tells Portada.

Even though online sales now only make up 14-15 percent of its business, Falabella is spending 80 percent of its development budget on the online channel.

Falabella will mine Linio’s database and leverage its e-tailing expertise to position Falabella to take on MercadoLibre and Amazon, Lizan says.

“Linio is very small. They didn’t acquire Linio for the size of the company or to be a big part of Falabella’s business. What Falabella is looking for in this acquisition is to get the infrastructure and expertise,” Lizan says.

Falabella will mine Linio’s database and leverage its e-tailing expertise to position Falabella to take on MercadoLibre and Amazon.

Getting ready to face Amazon

The Linio purchase is about protecting future market share from online competitors MercadoLibre, Amazon, Wal-Mart, and even Alibaba.

MercadoLibre is the undisputed leader in e-commerce in Latin America.

Amazon has taken second place in Mexico and reportedly has plans to expand its operations in Brazil. Its web services division has expressed a long-term interest in investing in Chile.

Wal-Mart is heavily invested in online sales in Mexico and Central America, according to Lizan.

Growing Digital to Offer More Products

With the permission of its shareholders, Falabella plans to raise US $800 million in capital to ramp up its efforts to go digital in Latin America.

“This increase in capital will allow us to accelerate our digitalization and grow regional services for our clients, offering our products across a diversity of channels,” President of SACI Falabella Carlo Solari said in an announcement of the Linio purchase.

“With this acquisition, the company advances its goal of being a leader in electronic commerce in the region,” said Falabella’s general manager Gaston Bottazzini.

Expanding product lines online

The Linio purchase gives Falabella something more than just an online presence. Online translates into the capability to offer customers a broader selection of products beyond the brands Falabella sells in its physical stores.

“They can have limitless numbers of brands which is something they can’t do in their bricks and mortar stores,” Lizan tells Portada.

Moreover, Falabella wants their stores to become fulfillment centers for online sales.

“The name of the game is omnichannel and will increasingly be in the future. Falabella’s brick and mortar presence will definitely give it an edge vs. MercadoLibre,” Lizan comments.

The name of the game is omnichannel and will increasingly be in the future.

Seeing a big online future

E-commerce in Latin America is expected to grow by 19% in the next five years – well above the global average of 11%.

Online sales in Latin America will double to $118 billion by 2021. And according to Lizan, retailing in Latin America is still under developed and under penetrated.

Falabella has the largest retail customer database in the industry; dominates its markets in key offerings such as grocery, home improvement and home and décor; and recently announced a partnership with IKEA in Chile, Colombia and Peru.

From 36,000 feet, the Linio purchase is “very small,” Lizan said. But the advantages on the ground are strategic.

“It’s a benefit for Falabella to have an e-tailer in their portfolio because they will learn from them and the learning curve will be shorter.”

“It is a very strong statement by Falabella.”

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. 

  • Mars Inc. 

Giant CPG conglomerate Mars Inc. has announced the end of a global media review that started in January of this year. The company, which spent US $745 million on paid media in 2017 according to Kantar Media, is consolidating all its media planning & buying duties with WPP’s GroupM. Mars Inc. is one of the biggest advertisers in the world, with an average yearly spent of US $1.5 billion on paid media.

 

  • Avianca Brasil

Avianca Brasil has appointed W3haus as its new digital agency, following a pitch in which 7 other agencies participated. W3haus will handle the airline’s social networks, expand the brand´s communication, generate content to raise awareness, develop media strategies and build brand equity.

 

 

 

 

  • Hyatt Place

Hyatt Hotels Corporation  announced that Hyatt Place San Pedro Sula is officially open, marking the second Hyatt-branded hotel in Honduras and fifth Hyatt Place hotel in Central America. The new hotel features the Hyatt Place brand’s intuitive design, casual atmosphere and practical amenities for multi-tasking travelers, such as free Wi-Fi and 24-hour food offerings. The hotel is owned by Latam Hotel Corporation, which currently owns six hotels and convention centers in its growing portfolio, and operated by GHL, a Colombian based group with 70 hotels owned or under management in Latin America.

 

 

 

  • Mondelez

Mondelez has concluded a global media review that started earlier this year, the company has confirmed. GroupM´s agencies Wavemaker and Mindshare has been assigned large portions of Europe and Asia. North America duties were awarded earlier to Spark Foundry and VaynerMedia. Latin America stays with incumbent Spark Foundry.

 

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.

  • Amazon

Amazon has announced that its´ virtual assistant Alexa will soon speak Spanish as the company prepares to localize its smart virtual assistant for its first Latin American market. As of today, the Alexa Skills Kit (ASK)  — a set of self-service APIs and tools for adding skills to Alexa — is available for developers to begin building voice-enabled features for consumers in Mexico. No date has been given for Alexa’s launch in the country, but it will be “later this year,” according to the company. With the addition of Mexican Spanish, Alexa will now be localized for 11 markets, though just six languages. Indeed, Alexa is available in English (U.S., U.K., India, Canada, and Australia), French (France), German (Germany), Italian (Italy), Japanese (Japan), and Spanish (Spain and Mexico).

 

2018 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.

What: We looked at the top 15 online retail sites by visitors in the US in June of this year and how they scored in number of visitors.
Why it matters: Visitors to Macy’s website fell slightly in June, putting it in the last place according to comScore’s latest ranking of the top 15 e-commerce websites in the US for June of this year. Kohl’s surged ahead two spots, nipping on the heels of Best Buy. Target continues to have the largest online following of customers among traditional and off-price department stores, as well as ranking ahead of the home improvement big-box chains The Home Depot and Lowes.

Number of visitors to the Top 15 e-commerce sites in the US, June 2018
Total Audience, Home and Work, PC/Laptop949,169
SiteTotal Unique Visitors (000)
Amazon sites202054
Wal-Mart114807
eBay104604
Apple.com Worldwide sites65560
Target Corporation59509
The Home Depot47879
ETSY.com44058
Samsung Group40666
WISH.com40500
Ticketmaster36296
LOWES.com35757
Best Buy sites33513
Kohl’s Corporation32658
Wayfair32074
Macy’s Inc.31636

(Source: comScore)

  • Amazon, Wal-Mart, eBay, Apple.com and Target held on to their positions as the top five online retail sites in number of visitors in June.
  • com saw a slight decrease in visits from 67,102 in May to 65,560 in June.
  • Macy’s slipped to last place in the June ranking, with just 3.4 percent of all visits compared to 3.7 percent in May.
  • Lowe’s managed to move up from last position in May to 11th place in June, but it, too, saw a decrease in visitors from 38,635 in May compared to 35,757 in June.
  • Online visits decreased slightly in June compared to May for all of the sites ranked, except for eBay which saw a very slight increase.
  • The Home Depot made a big move up in rankings compared to May, surging ahead to sixth place, ahead of Etsy.com, Samsung Group, and WISH.com
  • Home Depot’s online sales continue to outpace Lowes.
  • Amazon continues to overwhelm the entire field of competitors ranked, with more than 21 percent of all online visitors measured in June and May by comScore.

We are introducing 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.

Hotels are discovering the power of voice-activated digital assistants to build customer loyalty. Marriott is trying out the Amazon Echo in rooms at select properties allowing guests to access information and hotel services as well as their favorite music.

Video ad spends by brands doubled in 2017 compared to 2016 according to a new report from InMobi. In-app video advertising surged by 136 percent in 2017 worldwide and has grown by 500 percent in China so far this year.

Most consumers don’t trust how brands are using their personal data and would like to see improved personalization of offers, according to a new study from Jebbit. The study found consumers would even be willing to relinquish some of their privacy to get access to better deals.

Viewers of streaming video say they are watching more online (47 percent report more live online video streaming) and less offline (regular TV) as a result (44 percent), according to a May survey by the Interactive Advertising Bureau.

E-Commerce communities continue to force brands to go digital with 46 percent of brand marketers telling Ingenuity that they are revamping their go-to-market strategies as a result, including moving faster to make sure they are covered on all channels. A little over 25 percent said they are making changes to how much they spend online.

Try it on—on Facebook? The social media giant has announced it will test augmented reality ads with users in the United States, with products including makeup and furniture. Michael Kors will be among the first brands to use the technology to advertise its sunglasses.

Facebook New Customer Tracking Tool for Brands, called Journeys, is no ‘Magic Bullet’
Andrea Lopez, head of the social media agency Socialyse in Miami tells Portada.

MediaMath has won $225 million in new financing for its demand side and data management platforms powered by artificial intelligence aimed at making connecting brands with consumers more efficient and effective.

Door-to-door on-demand delivery service Rappi, with operations in Colombia, Mexico, Brazil, Chile, Uruguay and Argentina, has caught the attention of Headway, the Buenos Aires, Argentina based mobile marketing company. Headway will serve as Rappi’s exclusive partner for promoting the Rappi app.

Know your customer has taken on new urgency, according to a recent study published by the Harvard Business Review. A majority of companies (58 percent) said customer analytics have improved customer retention, but even more (60 percent) said real-time analytics is “extremely important.” Nearly three-quarters said they have increased spending on real-time analytics over the past year.

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

  • OTT streaming service DAZN has detailed its expansion into the US, following parent company PerformGroup’s $1 billion joint venture with Matchroom Boxing and a nine-figure multiyear global distribution agreement with Bellator MMA. The first-ever fight night will be headlined by heavyweight world champion Anthony Joshua and Alexander “The Russian Warrior” Povetkin, on Sept. 22 live from Wembley Stadium in London.

 

  • AngelsThrough the first half of the 2018 MLB season, viewership of Los Angeles Angels telecasts on FOX Sports West has delivered the highest year-over-year ratings increase of any MLB team, according to the network. At the All-Star Break, current local-market household ratings on FOX Sports West are up 79% in comparison to last season.

 

  • Activision Blizzard has agreed to a multi-year broadcast rights deal with Disney to televise the eSports Overwatch League across ESPN, ESPN 2, Disney XD, ABC, and all related streaming services. “ESPN is invested in the growth of the NBA and now we hope they are invested in the growth of our league. That’s what makes it a significant moment,” stated Pete Vlastelica, president and chief executive of Activision Blizzard esports leagues. Hispanics expressed more interest in watching others play video games compared to Non-Hispanics, according to a 2014 Think Now Research study.

Subscribe to Portada daily Sports Marketing Updates!

  • Amazon is expanding its cloud computing deal with MLB, with a new set of real-time statistics and graphics for live baseball games. The deal makes use of Amazon Web Services’ artificial intelligence and machine learning capabilities, follows a similar deal with the National Football League in November. 31% of MLB players are Latino, according to ESPN.

 

  • Pizza HutPizza Hut announced a sponsorship deal with the Pittsburgh Steelers, to mark the second official NFL team partnership for the brand, following the Seattle Seahawks. “Few franchises in sports are as revered as the Pittsburgh Steelers, so it is with great pride that we enter into a partnership with one of the most iconic teams in the NFL,” said Zipporah Allen, CMO, Pizza Hut.

 

  • Mercedes-Benz is partnering with ProGaming Italia and Sony Interactive Entertainment Italy to launch the Gran Turismo Sports E-Cup by Mercedes. A total 12 racers will compete for the championship on Oct. 7, the last day of Milan Games Week. 

 

  • Chipotle Mexican Grill has been named the presenting sponsor of the US Lacrosse Nationals, the national governing body’s signature youth tournament running Aug. 2-5, 2018, in Frederica, Del. “Chipotle has been one of our organization’s most supportive partners, and we are thrilled to evolve that partnership to include Chipotle as the presenting sponsor of our premier youth event,” said Brett Hurwitz, VP of marketing and communications at US Lacrosse.

Subscribe to Portada daily Sports Marketing Updates!

  • UFC Fight Pass will now live-stream events from the new Karate Combat promotion, beginning with next Saturday’s event out of Athens, Greece. Karate Combat features elite level karateka using full contact rules. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

  • GEICOGEICO is planning to launch the GEICO Gaming Ambassador program, tapping four influencers who reflect “the best values the gaming and esports communities can offer. Brian Kibler and Pokimane are the first two names announced for the initiative. They will be doing posts, commentary, and answering questions on Twitter, Instagram, and Twitch about it.

 

  • ESPN Deportes will present more than 600 hours of coverage of the XXIII Central American and Caribbean Games from Barranquilla, Colombia, across ESPN Deportes and the ESPN App. The coverage includes highlights of all the competitions including, gymnastics, swimming, boxing, volleyball, women’s and men’s soccer, women’s and men’s basketball, among others.

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

For prior Sales Leads editions, click here. 

 

  • Papa John’s

IPG media agency Initiative has resigned as Papa John’s media agency, after originally saying it would continue to work with the pizza chain amid controversy surrounding racist comments made by founder John Schnatter, Ad Age first reported. The move follows the resignations of Papa John’s PR agency Olson Engage last week and creative agency Fallon this week.  Papa John’s is a large advertiser with more than 3,500 locations nationwide and an ad budget of around US$130 million annually.

 

  • Lenovo

Chinese multinational technology company Lenovo has appointed Publicis Media to handle is global media strategy, planning and buying, as it consolidated agencies. Lenovo spends some US$125 million on advertising annually globally and Publicis Media will set up a new dedicated unit, Lenovo One Media, to handle the account. The unit will combine staff from Publicis Media agencies Spark Foundry and Performics. It will be responsible for 28 markets across the Americas, Europe, Middle East and Asia and Asia Pacific. Both traditional and digital media platforms are included as part of the account. Lenovo One Media will be overseen by Andre Marciano who will serve as chief operating officer.

 

 

  • Constellation Brands

In an effort to strengthen its appeal to Hispanic drinkers, Constellation Brands, distributor of Corona, Modelo Especial, and Pacifico bought Four Corners Brewing last week. Corona President Bill Newlands said Four Corners has been able to capitalize on a hot beer trend: Hispanic-influenced products.Four Corners, a Dallas craft brewer, produces Local Buzz Honey-Rye Golden Ale and El Chingón IPA, among other beers.Buying Four Corners signals Constellation’s increased focus on marketing its beer lineup to Hispanic people, one of the fastest-growing segments of the American population.The group is a key demographic for Constellation, accounting for 40% of the company’s sales.The companies did not disclose terms of the deal and expects the beers to appeal to the broader consumer market because of the popularity of Hispanic-themed drinks and foods, and drinkers’ desire to experiment with new brands. John Alvarado, VP, Brand Marketing, Constellation Brands is a member of Portada´s Sports Marketing Board. 

 

  • Swiftpage

Swiftpage, the provider of Act! CRM software, a lcloud-enabled platform aimed at helping small and mid-sized businesses grow, announced the availability of Act! 365, an all-new sales productivity and emarketing solution tightly integrated with Office 365 in Spanish in North America. Act! 365 is the most effective SMB-focused sales productivity and emarketing solution on the market and is designed to meet the needs of the Spanish-speaking and Latino-owned business community.Designed specifically for Office 365 users, Act! 365 is purpose-built to boost sales and marketing results for fast-growing small businesses. Powerful, easy to use, and cost-effective at just $10 per user/per month, Act! 365 provides customer management features, sales productivity and pipeline management tools, and practical emarketing capabilities, integrated with Office 365 and accessible on mobile devices.  Swiftpage has also launched a dedicated Spanish language Act! 365 website with features, pricing and customer resources. New users can sign up for a free trial here to start taking advantage of the powerful software’s sales management and email marketing capabilities to fuel their business growth.

 

  • Amazon

Ecommerce giant Amazon has increasingly been making attempts to work directly with bigger brands making large media buys on its platform, and, as a result, many of those brands are bypassing their ad agencies, Digiday has reported. Amazon is said to be sending its sales team to meet directly with marketers and chief marketing officers, offering them to use Amazon Marketing Services not only for media buying but also to get help with other strategies for using the platform. HP and Lego are among the brands working directly with Amazon. Guillermo Rivera Hernández, Sr. Marketing and Content Manager,  Amazon MX is a member of Portada´s Brand Star Committee LatAm.

 

 

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

 

  • Chemistry

Independent, full-service agency Chemistry announced it has added a series of new business to its roster including Atlanta Botanical Garden, Turner and Flower Child. Flower Child  is a healthy, happy, fast-casual restaurant that is revolutionizing the way we eat out. The brand has named Chemistry Agency of Record to centralize all creative, media and social efforts. Work will launch this month through end of year to grow the Flower Child Tribe, evolve the brand in the lifestyle category, build buzz and sales nationally.Atlanta Botanical Garden named Chemistry digital dotcom partner. The agency will lead a redesign of the Atlanta Botanical Garden’s website, to create a mobile-first, responsive experience that is as rich, innovative, immersive as the experience itself. The work is expected to launch in the fall of this year.Chemistry is partnering with Turner’s instant classic film streaming service, FilmStruck. The agency is developing social campaigns to increase subscriptions and engage its cinephile users. Work will launch this summer. The agency recently began working with COX Media, Sweet Leaf Tea and Atlanta CVB. To support this growth, Chemistry moved to a larger office in the West Midtown district of Atlanta, transforming a former oil warehouse into a space to accommodate a team that grew almost 60 percent in 2017.

 

 

  • Sprint

Sprint and their ad agency, Alma are keeping up with the latest and incorporating robots and technology into their new spots. Sprint Latino’s Robots Campaign was created with the message to enhance people’s lives through the latest technology at the best price with the help of robots. Robots have analyzed data and know that too many people are still paying too much for their wireless network. They have made it their mission to tell humans that Sprint is the only logical choice and that Sprint offers put wireless within everyone’s reach.

 

 

 

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

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

  • FOX SportsAccording to Nielsen, Saturday’s 2018 FIFA World Cup Quarterfinal matches delivered FOX with an average of 5,664,000 viewers, making this the most-watched day of Quarterfinal action since at least 1990. The Croatia/Russia encounter averaged 6,317,000 viewers on the channel, while England’s win over Sweden got 4,763,000 viewers. Twitter had its best day ever across FOX Sports accounts, with 13.7 million views.

 

  • Facebook has become the exclusive broadcaster of the Premier League matches in four Asian countries. The deal starts with the 2019-20 season and runs through 2022. Facebook will livestream all 380 fixtures in Thailand, Vietnam, Cambodia and Laos.

 

  • On May, Toyota formed a partnership with Club America on their Tour Águila – their series of friendly matches that take place in the United States. Now, during the kick-off match in Dallas, Texas on June 30th, the Toyota Tundra pulled in with an actual section of the iconic Estadio Azteca and shared the excitement and thrill with fans who got a chance to sit in them. The branded seats have since traveled to the next few games including San Jose and Fresno, California.  “Soccer is a unified passion point among Hispanics and deeply rooted in their cultural heritage.  Beyond reach, their engagement with the sport is enormous,” said Veronica Elizondo, VP and Group creative director at Toyota.

 

  • The US Soccer Federation will host North America’s first-ever soccer-specific hackathon in Chicago on July 14-15. Attendees will have exclusive access to data used by federations and professional clubs, develop solutions for soccer industry problems, and share ideas to push the sport forward from commercial and soccer standpoints.

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  • Nashville SCPinnacle Financial Partners Inc. has signed a partnership as a corporate sponsor of Nashville SC. This is Pinnacle’s third sports-focused partnership, after sponsoring the Tennessee Titans and Memphis Grizzlies.

 

  • The Croatian soccer federation has been fined by the FIFA with over $70,000 for violating media and marketing rules at the 2018 World Cup in Russia. Members of the Croatian national team were seen drinking “non-authorized beverage products,” this means drinks with no sponsorship deal for the World Cup. Coca-Cola is FIFA’s main sponsor, together they have set strict marketing regulations about what brand of beverages players are allowed to be seen with during matches.

 

  • CoinDeal, a Cyprus-based cryptocurrency exchange, has become a sponsor of the UK Wolverhampton Wanderers soccer club, which will feature its logo on all training kits. CoinDeal’s logo will appear on the team’s shirt sleeves.

 

  • Telemundo Deportes added new audio offerings for Amazon Alexa and Google to enhance the final stages of the 2018 FIFA World Cup Russia. Customers can ask Alexa to hear Telemundo Deportes’ daily two-minute brief in Spanish recapping the action of the day, results of matches, the most interesting stories coming out of the games, and more, directly from Russia.

 

What: We looked at the sites where Latin Americans, and particularly Mexicans, went looking for possible online purchases in April 2018.
Why it matters: Even though Amazon is making great efforts to expand in Latin America, the retail giant is still way far behind Mercadolibre, always the leader of online shopping in the region.

As we saw in previous editions of this ranking, Amazon had already approached MercadoLibre and was comfortably sitting in the second spot. Last month, Latin American internet users preferred B2W Digital for online purchases, but now Amazon comes back to the second spot.

Top 10 E-Commerce Sites in Latin America, April 2018

Total Audience, Home and Work, PC/Laptop.Total Unique Visitors (000)
Total Internet: Total Audience183,917
Retail117,009
1Mercado Libre57,255
2Amazon Sites21,126
3B2W Digital17,281
4Alibaba.com Corporation12,886
5eBay9,898
6CNova8,283
7Apple.com Worldwide Sites7,762
8Wal-Mart7,554
9Google Shopping7,095
10Buscape Company5,796

[Source: comScore]

  • 63.6% of Latin Americans with an internet connection visited e-tail sites in April.
  • MercadoLibre is still the clear winner. With 48.9% of visits, it remains stable on the first spot.
  • Amazon is right behind with 18% of visitors.
  • B2W Digital received 14.7% of visits.
  • 11% of Latin American internet users looking for online shopping visited Alibaba.com Corporation.
  • eBay was visited by 8.4% of users, almost exactly the same as the previous month.
  • 7% of online shoppers visited CNova.
  • Apple.com received 6.6% of visits, while Wal-mart was seen by 6.4% of users.
  • 6% of online shoppers went to Google Shopping, exactly the same as the previous month.
  • Appearing in the list for the first time, Buscape received 4.9of visits.

Top 10 E-Commerce Sites in Mexico, April 2018

Total Audience, Home and Work, PC/Laptop, Mobile.Total Unique Visitors (000)
Total Internet: Total Audience64,619
Retail43,032
1Mercado Libre18,492
2Amazon Sites10,268
3Wal-Mart8,052
4eBay7,552
5Linio Sites7,504
6WISH.COM4,047
7COPPEL.COM4,008
8Ticketmaster3,593
9Alibaba.com3,568
10Samsung Group3,344

[Source: comScore]

  • Out of the total number of Mexicans with an internet connection, 66.5% visited e-commerce sites in April.
  • 42.9% of those users visited MercadoLibre, 2.97% more than the previous month.
  • 23.8% of internet users looking for e-commerce possibilities went to Amazon. 
  • eBay and Walmart switched places. Walmart is on the third spot with 18.7% of visits and eBay was seen by 17.5% of users.
  • Linio Sites received 17.4% of visits.
  • 9.4% of users visited Wish.com, while 9.3% went to Coppel.com.
  • Ticketmaster received 8.3% of visits.
  • Alibaba was seen by 8.2% of users.
  • 7.7% of users visited Samsung Group, 1.7% more than the previous month.

What: We looked at the sites where Latin Americans, and particularly Mexicans, went looking for possible online purchases in March 2018.
Why it matters: Even though Amazon is making great efforts to expand in Latin America, the retail giant is still way far behind Mercadolibre, always the leader of online shopping in the region.

As we saw in previous editions of this ranking, Amazon had already approached MercadoLibre and was comfortably sitting in the second spot. However, Latin American internet users preferred B2W Digital for online purchases in March, and so now Amazon has moved to the third spot. However, the difference in user amounts is not that high; Amazon could get closer to MercadoLibre in the following months.

Top 10 E-Commerce Sites in Latin America, March 2018

Total Audience, Home and Work, PC/Laptop.Total Unique Visitors (000)
Total Internet: Total Audience184,772
Retail118,311
1MercadoLibre57,302
2B2W Digital21,822
3Amazon Sites21,719
4Alibaba.com Corporation14,942
5eBay9,893
6CNova8,992
7Apple.com Worldwide Sites8,224
8Walmart7,736
9Google Shopping7,141
10Gearbest.com6,460
    [Source: comScore]
  • 64% of Latin Americans with an internet connection visited e-commerce sites in March, 2% more than February.
  • MercadoLibre is still the clear winner. With 48% of visits, it remains stable at the first spot.
  • B2W Digital received 18.4% of visits; very similarly, 18.3% of users went to Amazon.
  • 12.6% of Latin American internet users looking for online shopping visited Alibaba.com Corporation.
  • eBay was visited by 8.3% of users.
  • 7.6% of online shoppers visited CNova.
  • Apple.com received 6.9% of visits, while Walmart was seen by 6.5% of users.
  • 6% of online shoppers went to Google Shopping.
  • Appearing in the list for the first time, Gearbest.com received 5.4% of visits.

Top 10 E-Commerce Sites in Mexico, March 2018

Total Audience, Home and Work, PC/Laptop, All smartphones, All Tablets.Total Unique Visitors (000)
Total Internet: Total Audience68,613
Retail43,809
1MercadoLibre17,921
2Amazon Sites9,541
3eBay8,517
4Walmart8,147
5Linio Sites7,759
6Wish.com3,999
7COPPEL.COM3,896
8Ticketmaster3,613
9Alibaba.com Corporation3,530
10Samsung Group2,647

[Source: comScore]

  • Out of the total number of Mexicans with an internet connection, 63% visited e-commerce sites in March.
  • 40% of those users visited MercadoLibre.
  • 21.7% of internet users looking for e-commerce possibilities went to Amazon. 
  • eBay received 19.4% of visits, while Walmart was seen by 18.5% of users.
  • Linio Sites received 17.7% of visits.
  • 9.1% of users visited Wish.com, while 8.8% went to Coppel.com.
  • Ticketmaster received 8.2% of visits.
  • Alibaba was seen by 8% of users.
  • 6% of users visited Samsung Group. 
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