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Hispanics are a key target consumer base for Miller Lite’s Marketing Strategy as Hispanic beer drinkers spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data. Portada interviewed Catherine Pastiak, Associate Marketing Manager for Miller Lite at Molson Coors, to understand all components (including PR, paid social and influencer marketing) of the recent Give Back 12-Pack integrated marketing campaign. According to Pastiak, the initiative also provides a sneak peek of what’s to come for Miller Lite’s marketing.

 

Based in  Chicago, Catherine Pastiak is an Associate Marketing Manager on the Miller Lite brand team for Molson Coors. Pastiak handles creative and strategy and focuses on driving growth with the U.S. Latino consumer. Not only do Hispanics spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data, they also over-index in premium lights, which account for 28% of the beer volume Latinos purchase. An overarching theme in Pastiak’s job is to develop inclusive programming for Miller Lite campaigns. “Any new campaign needs to be relevant to the 21-34 year old Latino drinker,” Pastiak notes. As an example of a Miller Lite Hispanic integrated marketing, Pastiak explained the recent Miller Lite Give Back 12-Pack marketing initiative. According to Pastiak, this initiative also provides a sneak peek of how Miller Lite’s marketing and advertising will look like in the future. 

Miller Lite Marketing Strategy: The Give Back 12-Pack Initiative

Miller Lite Marketing
Miller Lite Give Back 12-Pack

To help bring relief to the Latino community during the past holidays, Pastiak helped launch the Miller Lite Give Back 12-Pack initiative which included the below three components.

  • From December 15 to December 31, 2021 beer drinkers who were 21+ could visit MillerLite.com/GiveBack12Pack for a chance to win their very own Give Back 12-Pack. Participants filled out a registration form at the site which included the opportunity to opt-in to receive future communications from Miller Lite. A total 2,000 Give Back 12-Pack gifts were awarded.
  •  Miller Lite also donated an additional US $50,000 to UnidosUS, the United States’s largest Latino nonprofit advocacy organization, to ensure Latino communities across the country have access to food and local resources for the holidays.

 Integrated Campaign

The integrated campaign to support the Give Back 12-Pack gifts had the following components:

  • Earned media through PR
  • Influencer Marketing
  • Targeted Email Marketing
  • Paid Social
  • In-store (Distributors provided tools for retailers nationwide)

Miller Lite Marketing Partners

Miller Lite needed to make sure that communication and advertising to the Latino consumer was efficient and engaging. This included PR materials (provided by Miller Lite partner IFC Next), creative (through DDB owned multicultural creative agency Alma) and media buying through Publicis Connect  Media Agency. The sweepstakes execution, including fulfillment,  was handled by Prizelogic.

Influencer Marketing

Catherine Pastiak, Associate Marketing Manager – Miller Lite

To bring awareness about the program,  Miller Lite conducted a media relations campaign and partnered with notable Latino influencers to spread the word.

According to Pastiak, influencer marketing was a very important piece of the program. 

We love programs that have that community support element, build relationships with influencers and engage with the community.

“It was an opportunity to show that Miller Lite is going to continue to support the Latino community. That is why we love programs that have that community support element, build relationships with influencers and engage with the community,” Pastiak adds.

Six Influencers

For this important component of Miller Lite marketing, the company  partnered with six Hispanic influencers who each created unique content on Instagram and YouTube.

The influencers Miller Lite partnered with for the campaign included: 

    • Julio Macias: A Mexican–American actor. He appears on Netflix’s On My Block and Selena: The Series.  
    • Lupillo Rivera – An internationally renowned Regional Mexican musician. 
    • Julissa Calderon:  An Afro-Latina actress, writer, and comedy producer/director. She was recently seen on Gentefied. 
    • Darlene Demorizi – An online/TV personality and writer. She’s been a host on Vice and has a segment on Fuse called “Like, Share, Dímelo with Sasha & Dee.”
    • Gadiel Del Orbe – Influencer and speaker known for his work on BuzzFeed’s Pero Like
    • Eli Vazquez – Filmmaker, producer on BuzzFeed’s Pero Like and founder of  #SelfHype+Hype Media House.

All Influencers were bilingual and posted in whatever language they found it more interesting to communicate.

The influencer program was managed by ICF Next. All Influencers were bilingual and posted in whatever language they found it more interesting to communicate. They were  provided a creative brief and the right legal language. If the social media platform allowed for it they always linked to the landing page.

  • Each influencer highlighted how Miller Lite brought some relief to U.S. Latinos over the holidays by giving away $50,000 worth of food and beer and US $50,000 to UnidosUS. 
  • They showcased how, with the Give Back 12-Pack, beer drinkers could create a “Nochebuena meal” and pair it with Miller Lite. They also directed their followers to MillerLite.com/GiveBack12Pack to enter for a chance to win one of 2,000 gifts of $25.
    See below examples for messaging by influencer Lupillo Rivera.
  • Instagram
  • YouTube
  • Facebook

Miller Lite Marketing: Paid Social

Separate of the influencer campaign, Miller Lite Marketing run advertisements across Facebook, Instagram and Twitter highlighting the program run.  Creative was developed by Alma and media was planned and bought by Pubiicis’ Connect Media.  Creative distributed through Facebook and Instagram was either in English or Spanish. For the Twitter promotion English was used. Videos were animated in all cases and included a splash in the first 3 seconds.

The Results

  • For the Miller Lite Give Back 12-Pack program, the brand saw above benchmark engagement on paid social content across both English and Spanish.
  • Thanks to a targeted, bilingual approach, the Give Back 12-Pack email campaign saw the brand’s second highest open and click rates of the year. 
  • Offering a landing page in both English and Spanish increased unique visitors by more than 25%. 
  • Through the influencer focus, Miller Lite was able to begin forging relationships with some of the most popular Latino voices across the entertainment industry. 
  • Increase in Miller Lite opt-in email database

    Offering a landing page in both English and Spanish increased unique visitors by more than 25%. 

For an example of a heavily Hispanic oriented community program, please check out How Envoy Mortgage does community engagement that impacts people lives. 

 

The Post Covid Consumer Journey and e-commerce growth keeps more than 50% of the brand marketers in the Portada network up at night, according to a real-time poll conducted during our recent Portada Live exclusive brand decision maker workshop. The need for Brand Marketing Solutions is shaping of our upcoming Portada Live, September 22 exclusive brand decision maker workshop.

 

More than 150 brand marketing decision makers in the Portada network shared which marketing challenge keeps them up at night at our March 24 Portada Live event.

Through a real-time poll, participants were asked which one of the below topics keeps them up at night:
– My Boss (CEO/C-Level Buy-In)
– Customer Personalization at Scale
– I need more First-Party Data!
– The post Covid-19 Customer Journey
– E-Commerce Growth
– Other

Need for Brand Marketing Solutions

 

More than a third of respondents (36.1%) noted that  “the post Covid-19 Customer Journey” is a key challenge for them, while 16.7% chose “E-Commerce Growth.” Therefore,  more than half of the responses are related to the increased digitization of the consumer purchase journey and experience brought on by COVID-19 and the imperative for all brands, including CPGs and other sectors that traditionally used brick and mortar sales channels, to increase e-commerce growth.

Need for Brand Marketing Solutions

The need for new brand marketing solutions related to the increased digitization of the customer experience was also a key insight in the recent Portada survey about Marketing Technology Investment Needs of Brand Marketers. Per the recently published survey,  the share of brands who will prioritize MarTech investments related to the Customer Experience  over the next 18 months grew by more than 150% compared to our 2020 survey. (DOWNLOAD the 20 page survey here.)

How the customer journey will evolve post Covid-19 and the related need for increased e-commerce revenues are key challenges for brand marketers in the Portada network. 

The need for first party data keeps 13.9% of brand marketers up at night. The demand for more first party data has two key drivers. First CPG’s are increasingly compelled to find direct relationship with customers as they set up D2C sites. Second, new privacy laws and Google’s phasing out of third party cookies, make it imperative for corporations to find new ways to establish direct connections with consumers.

CEO/C-level buy in, likely related to the need of multicultural brand marketers to get segment marketing buy- in a the C-level of Corporate America, keeps 11.1% of the marketers in the Portada network up at night. Finally, Customer Personalization at Scale, obtained a share of 8.3%.

 

Portada LiveThe need for Brand Marketing Solutions for the above cited challenges will be   shaping the content for our September 22, 2021  Portada Live exclusive Brand Decision Maker Workshop.  Marketing Service Suppliers will share and accelerate knowledge on key topics related to the above cited challenges. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Enzo Araujo at Enzo@portada-online.com.

 

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company tells Portada how the beverage giant is pivoting to a more direct-to-consumer oriented strategy through owned media platforms, digital retail partnerships and more…

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company, is an Ecuadorean executive, who recently took over the reigns of Latin American marketing at Coca Cola out of Atlanta, Georgia, although, as he says, “he lives on the plane.” 

These are times of change,  also for the Coca Cola Company as the company recently announced a reorganization in nine operating units, Latin America being one of them, in order to streamline the organization and better enable the Coca-Cola system to pursue its “Beverages for Life” strategy. These newly created operating units focus on regional and local execution that will work closely with five marketing category leadership teams that span the globe to rapidly scale ideas. According to Meza, this is  a new way of working “with more emphasis on global coordination.”

Coca-Cola Marketing in Latin America: Direct-to-Consumer

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company
Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company

Direct-to-consumer relationships have become crucial for The Coca-Cola Company in order to ensure its brands are “within a click’s reach of desire” as online shopping continues to surge due to COVID-19. “We are  doing a lot in that realm,” Meza notes.  “Covid-19  has accelerated our conviction in direct-to-consumer investments,”  he adds. As one example, he mentions CocaCola en tu Hogar, a direct-to-consumer platform that lets consumers order beverages and groceries for home delivery available in Mexico, Chile, Colombia, Central America and other parts of Spanish-speaking Latin America.  A launch of the platform in the Brazilian market is also planned.

Covid-19  has accelerated our conviction in direct-to-consumer investments.

Another element of Coca Cola’s e-commerce strategy is Wabi, in the words of James Quincey, Chairman & Chief Executive Officer of The Coca Cola Company, “a  multi-platform venture available in 23 cities across five continentsthat connects Coca Cola’s system and other consumer-products companies to store owners and end consumers through an ecosystem of digital apps.”

The Coca-Cola Company is also partnering with multi-vertical company Rappi as well as with other Latin American e-commerce players like native third party marketplaces Amazon and Mercado Libre as well as working with brick and mortar retailers who have a substantial e-commerce presence.

Coca Cola is pivoting its marketing and advertising from a more traditional approach to one that incorporates e-commerce marketing elements. “We are shifting toward a more performance/transaction oriented marketing approach with click to purchase as a key objective,” Meza notes.

Social Selling and Expansion in Owned Media

Overall, the number of CPG and beverage companies, selling directly on Instagram and other social media properties has increased substantially over the last year. According to Meza, Instagram selling is particularly interesting when it comes to offering new products and product innovations. “Generally, Instagram can help to drive awareness and click-trough rates tend to be higher for innovative products,” he claims.

The increase in Direct-to-consumer efforts and the need to acquire first-party data is also guiding The Coca-Cola Company’s expansion into owned and operated media platforms.  “The need to obtain more first party data is definitely one key aspects of our marketing going forward. Our answer to that is to create our owned media platforms like  Coke Studio globally and “Coca Cola en tu Hogar” in Latin America.  This priority is also guiding Coca-Cola’s Marketing Technologies investments. “Owned media platforms will help us achieve scale and more efficiency,” Meza says. “Owned Media Platforms and Customer development platforms (CDPs) will help us capture, maintain and leverage data”, he concludes.

 

Read about Coca Cola Latin America’s recent advertising campaign  in today’s Sales Leads Latam.

 

Music and Multicultural Marketing play an important role in Cadillac’s marketing,  Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac. tells Portada. The automotive marketer  tells us all about how she uses music to tell the brand’s story. Plus the Hispanic media outlets she supports and why.

In 2017 Cadillac received a  US $12 billion product-investment pledge to reinvigorate the brand and in early 2019 the General Motors brand named Debora Wahl as Cadillac’s global chief marketing officer. In 2019 Cadillac sales increased 1,1 % to 156,246 unit. The results represent the first annual increase in sales volume that the luxury brand has experienced in the American market since 2013. Music Marketing and Multicultural Marketing play an important role in Cadillac marketing overall and growth. That is why we

Advertising in 2021
Alexis Kerr, Cadillac

interviewed Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac.  “Music continues to be at the foundation of our efforts,” Kerr asserts. As an example she mentions the Cadillac LYRIC,  an electric crossover to be produced by Cadillac which will be available for purchase in the first half of 2022. According to Kerr, “with the introduction of LYRIC, we have appreciated how the world has embraced Cadillac by mentioning it in over 3,600 songs. Music is also something that crosses partnerships, influencers, content and activations so we found ways to leverage the right artists to tell our brand’s story.”

Music crosses partnerships, influencers, content and activations so we found ways to leverage the right artists to tell our brand’s story.

Portada LiveCadillac’s Alexis Kerr will be participating in Portada Live on March 24, our exclusive knowledge-sharing and networking event for brand marketers. She will be speaking along with other brand leaders on the topic of “Targeting Multicultural Consumers at Scale”.

 

Cadillac Marketing: Heavily Leaning into the Hispanic Community

Asked about which activations Cadillac is planning in 2021 in the multicultural space, Kerr answers that  “In 2021, we are leaning in heavily into the Hispanic community. We are fully engaging and focusing on properties we currently support. Hispanicize is a great example of a partnership that offers an activation as well as media buying opportunities. A few other media partners that we support that have our audience are Telemundo, Estrella, Unimas, Hulu Latina, Univision, Xandr Direct TV. We buy Hispanic Addressable TV to ensure a 1:1 at scale approach. Overall, we have an audience-first approach, we ensure that we leverage media companies that are Hispanic-owned.”

We buy Hispanic Addressable TV to ensure a 1:1 at scale approach.

Cadillac MarketingBrands are under increasing pressure  to invest in media properties that support truth-based journalism and diverse communities.  So is Cadillac’s Marketing. Yet, these media properties may not have enough reach to justify a media spend in ROI terms. What is Kerr’s view on this? “We have found creative ways to nurture our Multicultural media partners to ensure they serve us in various different ways vs just ROI.  Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships.”

We have found creative ways to nurture our multicultural media partners to ensure they serve us in various different ways vs just ROI. 

 

E-Commerce is skyrocketing in Latin America as the current pandemic  has accelerated digital transformation. This makes the benefits to be reaped from e-commerce investments and e-commerce marketing extremely tantalizing to corporations active in Latin America. To understand why and how the pandemic has catapulted e-commerce in the region, Portada talked to four Latin American brand marketers from Best Buy, Nestlé, Colgate Palmolive, and New York Life who will be participating at our May 19,  Portada Live Americas virtual event.

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The current pandemic has accelerated the adoption of e-commerce in Latin America, although in many sectors and countries, the development is still in the early innings. Penetration of e-commerce in Latin America lies at  5% of retail sales, about a quarter of China’s and a third of the U.S.’s. This makes the benefits to be reaped from e-commerce investments and successful e-commerce marketing very attractive to corporations active in Latin America. Actionable insights and intelligence on E-Commerce in Latin America and E-Commerce Marketing and Advertising will play a key role at our upcoming Portada Live Latin America November 19 virtual event. We talked to four Latin American brand marketers of the consumer electronics, CPG and financial sectors who will be participating in this virtual event, to learn how the pandemic has catapulted e-commerce in the region and what’s next.

Latin America E-Commerce: Jose Camargo, Best Buy Mexico
José Camargo Samperio, Ecommerce SubDirector, Best Buy Mexico

To José Camargo Samperio, Ecommerce SubDirector, at Best Buy Mexico, the Covid-19 pandemic has substantially changed consumer behavior. Traffic on Best Buy Mexico’s website increased by 50% as consumption of consoles, musical instruments and even domestic articles multiplied by four. Consumers opted for more entertainment alternatives due to the increase of time they spend at home.

E-Commerce purchases of consoles, musical instruments and even domestic articles multiplied by four.

Latin America E-Commerce Growth Propelled by Increase of Visits in Retail Sites

ComScore reports that during the time period January – May 2020 time spent by consumers on retail sites increased by 38.7% in Argentina and 18.8% in Mexico compared to the same period in 2019. Home Furnishings, Apparel y Flowers/Gifts/Greetings were the retail categories that most grew in Argentina and Brazil. While for Mexico the categories with most growth were in Health Care, Department Stores and Food/Supermarket/Grocery.

According to Best Buy’s Camargo, as many businesses and companies have had to limit the amount of employees they have working in their office, home office and telecommuting became the norm. Thus the availability of smartphones and computers became something indispensable to have to accomplish work objectives. We have seen that servicing clients in everything related to the home office, has brought in sales as a result.” Camargo adds that “customer needs have changed almost totally: health and well-being are the main factors to take into account when it comes to offer a service.”

Latin America E-Commerce: German Villegas, Digital & E-Commerce Manager, Colgate Palmolive Mexico
German Villegas, Digital & E-Commerce Manager, Colgate Palmolive Mexico

German Villegas, Digital & E-Commerce Manager at Colgate Palmolive in Mexico notes that the main lesson of the pandemic has been to not to leave the implementation of platforms and of strategies around high growth (social) media properties until later. Additionally, he adds that the current environment has confirmed that in e-commerce there is no space for rigidity; flexibility and nimbleness are always required.

Villegas commends the rapid reaction of Mexican brick and mortar retailers by adopting and increasing Latin America e-commerce initiatives. “They also have quickly adopted  delivery and pick-up. This has also substantially improved the effectiveness of omnichannel marketing as well as the ability of brand marketers to execute segmented campaigns.”

The Link between Social Media and E-Commerce

According to Best Buy Mexico’s Camargo, the pandemic has also increased the importance of social media platforms. “Websites and user profiles have been connected at a high speed, which has allowed users and brands to develop strong tools to exchange content, and even more importantly, convert to bilateral relationships through which consumers can in a very direct way issue opinions and reviews about their consumer experiences and distribute them to millions of consumers.” “Therefore its crucial for brands to get a clear understanding of where they are in the open internet and on social media.”

Websites and user profiles have been connected at a high speed, which has allowed users and brands to develop strong tools to exchange content, and even more importantly, convert to bilateral relationships.
Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life
Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life

To Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life, what his company does in social is targeted to the primary point in the digital journey of his company’s prospects. “We have granulated and segmented our content in such a way that the lead ends up filling up an online form. The number of completions has increased by 43% since the pandemic started. This is due to a substantial increase in content marketing which is optimized via social listening tools. In other words we ask what do you need, rather than talk about what we offer.” Fuchs Torrescano also stresses that the pandemic has put forward the “need for top notch sites with relevant content and that are adaptable to all target market segments. It’s crucial to obtain high conversion rates.”

 

Carlos Leal, Marketing Director, Ambient Dairy, Nestlé,
Carlos Leal, Marketing Director, Ambient Dairy, Nestlé,

To Carlos Leal, Marketing Director, Ambient Dairy at Nestlé, based in Bogota (Colombia) the best strategy to convert social media users into Latin America e-commerce buyers is to generate “content that is part of the trend.” He adds that “Its not so much about having a link to the purchase site, but about making your offering a routine that is part of the daily live of the consumer. Good content marketing and word of mouth have played a very important role in generating trends. With that base, Influencers then can bring about a behavioral change in the end audiences.”

 

LatAm E-Commerce: Third Party Marketplaces Grow

Latin American third party marketplaces (e.g. Mercado Libre, Amazon), have played an important role in the survival of small and midsized online vendors, says Best Buy’s Camargo says that his company also helped these vendors to provide an excellent customer experience which was reflected in positive consumer reviews.

Nestlé’s Leal stresses the role of deep-linking: “Deep-linking is more important than ever for strategies that send consumers right to the purchase basket, particularly in the case of marketplaces. “They can be a credible reference that generates traffic and it is likely that this traffic ends up with a purchase, generating not only a lead but a sales conversion”, Leal concludes.

Deep-linking is more important than ever for strategies that send consumers right to the purchase basket, particularly in the case of marketplaces.

 

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Brand Consistency is how the personality of a brand resonates the core strategy, values, and foundation of the organization in its marketing touchpoint efforts. So, developing a Brand Consistency ensures that your customers perceive an accurate image of your organization. 

It is vital for your business to have the essence of brand consistency because it induces many positive attributes to your brand which includes Trust, Customer Loyalty, and Distinctiveness. It is best to leave no stones unturned in your efforts to reach out to the customers – be it on your content writing, push notifications, or email marketing.

The following are some ways on how to achieve brand consistency across all your marketing platforms:

1. Defining Brand Strategy

The first approach towards your Brand Consistency goal should be to understand and write down the values which your company holds and the values that you want to showcase to your customers. For instance, creating a Brand Guide is one of things you need to do to make your brand identity more consistent. This Brand Guide should include defined sections related to your Brand Mission, Voice and tone, Iconography, Brand colors, Fonts, and typography, etc.

Every business, be it small or big, should have well-defined guidelines especially for the messaging as the same would be used as a beacon in direct customer interactions.

Outlining and defining such strategies would not only guide the marketing department but would also serve to guide all the other employees. Every business, be it small or big, should have well-defined guidelines especially for the messaging as the same would be used as a beacon in direct customer interactions.

2. Using a Proper Logo

A brand logo that is unique and distinctive catches the eye of the customer. So, the color, shape, and font play a key role in resonating with the personality of your brand. The best part is, you can create your own customized logo online within a few minutes these days. You don’t even need any graphics design experience if you use advanced logo maker tools like Tailor Brands. These tools use new-age technologies like artificial intelligence to automate the design process and generate attractive logos in a short period. You can use these tools to strengthen your Brand consistency with proper logos.

3. Internal Branding

Your internal team should feel inclusive and proud to use your brand as a badge on their chest. It is imperative to have employees participate in the brand value to resonate with such value to the customers. You can internally discuss and agree on defining the Brand’s mission.

It is imperative to have employees participate in the brand value.

Putting out posters in the workplace would not do a complete job. You need to create deep value in your employees by involving marketing leaders or human resources management to get employees involved in corporate culture building programs.

Providing branded goods such as t-shirts, mugs, stationery, business cards to your employees to create loyalty towards the brand is a good way of doing internal branding. Encouraging and empowering the employees to be the brand ambassadors of your brand and sharing the brand on social media is also a way of accomplishing the internal branding efforts.

4. Tone and Persona

When a customer reads the content on your brand’s website or chats through messenger or sees any post on social media, then the personality of your brand should be perceived consistently. If your brand is all about fun and happiness, then the same vibes should resonate from all your platforms, be it your Facebook, LinkedIn, Twitter, or your offline campaigns.

Consistent tone and voice for your particular brand create a distinguished persona which induces trust and confidence in your customers.

Consistent tone and voice for your particular brand create a distinguished persona which induces trust and confidence in your customers. If you change the tone of your brand, let’s say from jolly and fun to sarcastic, then you will confuse your customers and lose their trust.

5. Intermixing of Online and Offline branding campaigns

In one market research, it was found that 80 percent of consumers forget the majority of information from branded content after only three days. Therefore, it is all the more important to maximize your branding campaigns by sharing your offline campaigns on social media and vice versa. There might be occasions where your company has participated in a community volunteering activity or received an award or participated in a trade show. Such activities should be shared and promoted online as well through blog posts, video posts, or photos on online social media platforms with a conspicuous display of your brand.

6. Right Marketing Influencers

Your pattern of selecting Marketing Influencers should be consistent since the influencer’s personality is also imbibed in your brand while conducting promotions. The right set of influencers that appeal to your brand’s personality adds the right momentum which your brand advocates. In the pursuit of successful influencer marketing, it is often seen that business owners get dissuaded by the massive fan following of a particular influencer and chooses him for promoting their brand even if the influencer holds divergent views with your brand’s ideology. The said approach should not be practiced as the same might not go well with your brand’s personality.

7. Take Help from Sales Team

The internal sales team has direct interaction with the customers and they have a better insight into the customer’s needs and aspirations. So, it is always better to sit down with the sales team to understand if a piece of marketing content is working for them or not. You might already have a belief that whatever the content marketing team is generating is aiding the conversion rate. However, that might not always be the case. It is always better to review the existing sales playbook and get your content right.

It is always better to sit down with the sales team to understand if a piece of marketing content is working for them or not.

So, these were some of the vital ways to achieve brand consistency on all your platforms. If you believe that your brand is not resonating with the persona which your organization holds, then you should definitely keep the above pointers in mind while improving your brand consistency.

 

What: Who are brands turning to in order to engage today’s evolving Hispanic Marketing audiences? Are Univision and Telemundo still the go-to networks? How are budget allocations shifting as new platforms and media emerge? We talk to industry insiders to find out.
Why It Matters: While digital platforms allow for more effective targeting and messaging, Univision and Telemundo remain referential to Hispanic marketers. Their market share and consumer demographics resources make them pillars of Hispanic communication.

Evolving demographics and new digital platforms and formats are keeping marketers on their toes. But while online video and social media are extremely popular, some things don’t change. Networks Univision and Telemundo continue to wield considerable power in connecting brands with Hispanic audiences.

 

Telemundo, Univision: a source of knowledge about consumer demographics in Hispanic Marketing

Multicultural marketers watch Univision and Telemundo closely. The industry leaders are an example on how to keep up with the increasingly complex Hispanic demographic. In many ways, marketers are comfortable turning to them as safe bets for reaching and truly engaging Hispanic audiences. Chris Ota, Marketing Manager, Confections & Global Foods at Nestlé USA said that their Multicultural COE, led by Margie Bravo, “works very closely with Univision and Telemundo as they bring great resources and knowledge about with consumers demographics.”

Margie Bravo, Multicultural Marketing Manager at Nestlé USA explains how the two powerhouse networks have seen the shifting Hispanic Marketing landscape evolve. “They are adapting the offering for the future as they more than anyone has seen their audience evolve as well.”

Larissa Acosta, Segments Integrated Marketing Lead at Wells Fargo, agrees. “Latinos are an important consumer segment for Wells Fargo, which is why Univision and Telemundo are key partners in our marketing mix. They both target the same audiences with similar programming. We don’t see one network as more effective than the other.”

Too few marketers cater to Spanish-Speaking Hispanics 

Lucia BallasTraynor, Executive Vice President, Client Partnerships at Hemisphere Group, supports both Ota and Acosta’s arguments in favor of Univision and Telemundo’s effectiveness. “Tell me what general market network can claim the type of share that Telemundo and Univision have. That’s what marketers and buyers should focus on,” she says. 

Tell me what general market network can claim the type of share that Telemundo and Univision have? That’s what marketers and buyers should focus on.

She also explains what it means that Univision and Telemundo still hold such a high share of Hispanic audiences. “It means that regardless of acculturation level or language proficiency, Hispanics are still largely underserved by general market choices.”

English or Spanish. What difference does it make?

Regardless of which language Hispanics speak primarily, Spanish plays a key role in their identity. For this reason, “reaching ‘Spanish-language Hispanics’ is still a priority for a select group of marketers, but should be part of every marketer’s strategy,” adds Traynor.

Nonetheless, Morgan admitted that Univision and Telemundo are far more targeted to the bilingual or Spanish-dominant Latino. They “still don’t address the English dominant ones, as the majority of their programming (95%+) is Spanish-language.” As the Hispanic becomes more acculturated and bilingual, Morgan, at least, does not see them switching to English: “Their core business is Spanish-language television, so the story they tell in the marketplace speaks to that.”

New digital platforms have allowed our marketing messages to be more targeted, measurable and culturally relevant. We have opportunities to experiment with new creative and content formats and test our way into optimized creative that drives business results.

Acosta of Wells Fargo seconds that sentiment, and adds: “Spanish language television has been delivering big ratings for a while now, so we are not surprised that the trend continues.” She also notes that much of the viewing for these networks is live, as streaming and time-delayed viewing become more common programming formats.

It’s complicated to address the Hispanic audience at the right level of inclusion. Marketers must understand that the Hispanic American today is complex. Bravo of Nestlé says that when Telemundo and Univisión started “[they] had a foreign-born population that didn’t speak English, but today the highest growth is coming from the second-generation of US-born Hispanics who are very proud of where they came from but want to also honor their American heritage.” For this reason, instead of focusing solely on Multicultural or Hispanics, many brands are opting for a Total Market approach.

More Brands Adopting ‘Total Market’ Approach

Nerds candy Hispanic Marketing campaign
Nerds candy Hispanic Marketing campaign

Nestlé is one of them. Their coffee Latino-oriented brands like La Lechera, Nescafé Clásico, and Coffee-mate communicate through both English and Spanish advertising. Bravo adds that “The Spanish creative may be slightly different to acknowledge the nuances of how the brand is viewed or used amongst Latinos.” However, a Total Market approach seems to facilitate more flexibility.

Bravo also mentions that Nestlé has introduced “exotic flavors inspired by Hispanic tastes across several categories,” like confections, frozen snacks, and beverages. For example, take the Nerds candy ¡Lucha Grande! campaign. “For Hispanics some of these flavors may be nostalgic. But for Non-Hispanic Millennials, these flavors may add a cool twist to their favorite Nerds candy,” says Bravo. And the industry recognized this effort, awarding it the National Confectioner Association’s (NCA) “Most Innovative 2017 New Product” award.

Are Facebook and Google alternatives to Univision and Telemundo? 

So what about the alternatives to Univision and Telemundo? Asten Morgan, Executive Director of Integrated Media at Latina Media Ventures, said: “Univision and Telemundo are Spanish-language television networks,” says Asten Morgan, Executive Director of Integrated Media at Latina Media Ventures. “Facebook, Google and now possibly Snap have more influence specific to Latinos, [but] those networks have small digital footprints.”

On the other hand, Acosta noted that new digital platforms do offer opportunities that television does not. “New digital platforms have allowed our marketing messages to be more targeted, measurable and culturally relevant…We have opportunities to experiment with new creative and content formats and test our way into optimized creative that drives business results.”

Acosta adds: “Both networks have recognized that media consumption is changing. They’ve set very interesting strategies in play to evolve with the times.” By acquiring properties like Fusion, The Onion, and The Root, Univision’s strategy seems to target not just Hispanic, but Millennial audiences. Telemundo, on the other hand, promotes within NBC’s properties. “They are both important partners, and are among many other Hispanic targeted vehicles that are part of our media mix,” Acosta said.

Multicultural and Hispanic Marketing: different but the same? 

While some people use the words “Multicultural” and “Hispanic” interchangeably, they most certainly do not mean the same thing. Still, many brand marketers do not have budgets for both types of targeting. Are media buyers and brand marketers starting to shift budgets away from Hispanic into broader Multicultural targeting?

Morgan of Latina Media Ventures asserts that he does see them as competing for budgets. “It’s about trying to tap into two buckets of money. Some brands just have one or the other, but it’s smart on their part if they can pull it off, as Multicultural blurs the color or ethnicity line.”

But Morgan does not believe that budgets will shift away from Hispanic to Multicultural. Hispanic “can be as specific as Spanish-language only. This means the exclusion of the fastest growing Hispanic segment, the acculturated Latino.” In his experience, “there are specific Hispanic initiatives and then there are Multicultural ones.”

Will both fuse? Will marketers have to choose?

Acosta of Wells Fargo agrees that both Multicultural and Hispanic marketing are evolving. This progress is thanks to demographic changes “combined with the growing influence of diverse cultures on the mainstream, particularly with younger, digital native generations.” She adds that they work closely with Association of National Advertisers, the Alliance for Inclusive & Multicultural Marketing, and other industry organizations “so that the work is reflective of the growing influence and acceptance of diverse insights in business planning.”

Acosta asserts that, at Wells Fargo, they do not see any demographics or audiences as competing for budget.  Instead, they let “the business opportunity determine our segment strategies and budget allocations.” This means the company allocates budgets in segments that are driving business through studying campaign data and measuring performance. So, in the end, it always boils down to having the right data. It’s important to know your target in order to choose the right approach. 

 

Because of how wildly consumers’ worlds have changed in the last four months (COVID-19 and Black Lives Matter), this means they can engage with brands in endless ways and under their own terms. For marketers, this means coming up with effective strategies that address personalization at scale, new technologies, and omnichannel experience, among others. Learn how Portada Council System‘s leading brand marketers are leveraging opportunities and facing challenges around consumer engagement.

 

Kick-Off Facts

 

  • More than half (54%) of customers think companies need to fundamentally transform how they engage. (Salesforce)
  • Companies with initiatives to improve their customer experience see employee engagement increase by 20% on average. (McKinsey)
  • 61% of people expect brands to tailor experiences based on their preferences. (Think With Google)

Check out the previous Brand Marketer Challenge here: Tech Knowledge in Media Agencies: a Must or a Fad?

 

Three Consumer Engagement Challenges According to Portada Council System Members

1. Problems of Definition: When Does it Really Count as Consumer Engagement?

Related comment: “What is consumer engagement? How is it defined? What does a consumer need to do for that to be considered engagement?”

Depending on the channel, sometimes it’s defined more easily, but it isn’t always easy to measure. It used to be just about exposure, but now the consumer has the power to build a relationship with your brand.

 

2. Trust Goes Both Ways, Can Brands Trust Consumers?

Related comment: “Reviews and comments aren’t accurate anymore because companies pay for reviews, it’s the same trend as fake news.”

People say one thing and then do another. Marketers know that when you do consumer research, respondents say whatever they need to make you happy, to impress others, to go with the flow…

 

3. It’s Impossible to Fully Measure Engagement

Related comment: “How do you tie engagement to other metrics down the consumption funnel? We don’t always know if we’re really changing someone’s behavior when they watch or share. Are they more connected than before?”

Engagement is just part of what we do, but ultimately what we want is people coming to our business. The lack of uniformity of the data we receive is a challenge for personalization.

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

 

Portada Council System Members Also Identified Three Consumer Engagement Opportunities

1. Technology Can Help Consumers Relate With Brands

Related comment: “When new formats like live video come out, we tend to wonder if we are ready or how to be. Things like Facebook Live have helped people engage more and more with us, and when people engage, we can retarget. Technology allows you to measure and retarget consumers, as well as track when they make a purchase.”

Some marketers feel like they have to encompass every single touchpoint. Rather, you need to identify the right points for your audience and address those. It comes to affinity and targeting the right media.

2. It’s not All About Sales

Related comment: “Engagement translates into investment, not only economical (which is what we all strive for), but also emotional. Nowadays there isn’t time for anything, people invest time on your brand, which translates into loyalty. Brands today all have the same virtual space; as long as your consumers are engaged, you’re winning.”

Interactions between consumers are almost as valuable as interactions with the brand

3. Perhaps You Should Try Influencer Marketing

Related comment: “Influencers can be a positive strategy, but a lot of brands are not selective enough with influencers. Influencers should align with the brand and have credibility. Consumers are smarter than we think they are, they see right through it. When you have a true ambassador, they’re worth it.”

Influencer marketing is great at a local level because you can target your audience according to specific areas where your product is popular. That’s where you have local influencers that you can maximize by investing in trust rather than in reach.

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

We talked to Daniela Zamudio, Marketing and Communications Manager at TIFFANY & Co., about the most relevant strategies for luxury marketing. In this conversation, Zamudio shares strategies to migrate to digital, knowing when’s the right timing for joining social networks and the relevance of personal customer interactions for the brand.

The Right Way to Do Luxury Marketing

luxury marketing expert
Daniela Zamudio, Marketing and Communications Manager, TIFFANY & Co.

During your presentation in AdWeek Mexico, you highlighted many brands make the mistake of working their online and offline marketing strategies separately. How does Tiffany & Co. address this issue, and why do you think they should work together and not as separate divisions?

First thing you have to do is take a look at the media mix so you can define which percentage of the investment to assign each channel. We’re now looking at 60% online and 40% offline. However, our team calls that 40% “integrated partnership”. It would be difficult and wrong to conceive an offline mix that doesn’t impact your digital efforts. I really believe the key is looking at it as 100%, and then plan how to distribute it throughout the different channels.

It would be difficult and wrong to conceive an offline mix that doesn’t impact your digital efforts.

Tiffany & Co is a retail brand, and fashion brands tend to do more PR and ads in print and editorial, etc. These have a definite impact on digital. We see that a lot in my team. I try to communicate a lot with my agencies and have a million meetings so that both teams (offline and offline) understand what each other and doing, and determine how to connect both platforms.

 

 

Current Luxury Marketing Campaign

 What key brand message is your current strategy based on?

The goal today is selling diamonds. You’ll start seeing communication featuring diamonds everywhere, both offline and online. Digital gives us wider access to audiences, while offline helps us strengthen our branding.

Digital gives us wider access to audiences, while offline helps us strengthen our branding.

You also mentioned that many of the brand’s most loyal customers belong to the older generations. Since they’re less digitally connected, they often feel left out. How do you include the older consumer segment?

It’s honestly been a challenge. A niche of our target is still very traditional. So we have kept our ads in printed media such as Hola and Quién. Another part is offering a great in-store experience. In general, luxury brands are still oriented to clients and providing personal assistance. If a customer was here a month and a half, we call them for a follow-up because it’s the most traditional way to do it and it works with certain audiences.

 

Consumer Loyalty

Tiffany & Co marketingHow do you handle loyalty without offering a benefits program?

Our team calls it “personal touches”. This means that if you came into the store and liked something, we’ll call you on the phone. We know when’s your birthday or your anniversary. If you had an important milestone at work, we’ll send you flowers or chocolates. This personalized attention is why the sales person is the key player for luxury brands, even more than the marketing area. I may design a great strategy, but if the salesperson does not connect with the consumer, everything’s lost.

 

The salesperson is the key player for luxury brands, even more than the marketing area.

 

Social Media Selection

How does Tiffany & Co. choose which social media to work with?

You need the perfect timing to be in a platform. We haven’t been on Instagram in a while because its average users don’t have enough purchasing power. TikTok might work for us as a branding strategy, but I’d have to ask myself: What do I want from this strategy? Do I want a 16-year-old to know we exist? That will take a long time to yield results; it’ll take a long time for that kid to start working so he can give his girlfriend a Tiffany ring. So, even if it’s emerging as the strongest platform today with a very interesting audience, we need strategic timing.

Even if it’s emerging as the strongest platform today with a very interesting audience, we need strategic timing.

We may not use TikTok right now because it makes no sense. We’ll see how it evolves, same as we saw Instagram evolve, same as we went into Spotify, same as we saw the audience evolve and adapt to us.

We’ve used a very interesting mix of social media. We’ve been on Spotify, Waze, Instragram, and we recently tried out LinkedIn. It takes a lot of testing. But we did well because LinkedIn was the perfect match for advertising diamonds. I wouldn’t use the same platform for any other collection. I think this is key for strategy, seeing what you can communicate and where.

 

Do you have plans to do e-commerce in Mexico?

Would you buy a diamond online? We have no plans for e-commerce in Mexico. We’ve been doing it for a least 5 years in the U.S., but nothing in sight for Mexico yet.

 

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Hulu has a new president, Bacardi names CMO for Patron and Grey Goose, and more changing places. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.

 

Hulu’s New President

Disney’s Hulu has promoted CMO Kelly Campbell to President. In this role, she will oversee Hulu’s marketing efforts, including subscriber growth, brand, content, B2B marketing, creative development, research, and insights.

 

 

 

 

Bacardi Has Stolen a Diageo Marketer

Bacardi has tapped 12-year Diageo veteran Kathy Parker as CMO for Patron tequila and Grey Goose vodka. Parker will be in charge of global strategy and will report directly to CEO Mahesh Madhavan, though working close to Global CMO John Burke.

 

 

 

And More Changing Places

Pizza brand Marco’s Franchising, LLC. has promoted Vice President and CMO Steve Seyferth to Senior Vice President and Chief Experience Officer. In his new role, Seyferth will handle every step of the consumer journey. He will continue to oversee all marketing activities.

 

 

 

SodaStream USA has announced the arrival of Matt Kahn as its first-ever CMO. His mission will be to turn the company into a “billion-dollar brand” in America alone. He previously filled the role of EVP, Marketing at fitness drinks company Celsius Holdings. PepsiCo is reportedly trying to use the recyclable products trend to expand the brand’s reach throughout the U.S.

 

 

 

Lyle Schwartz, who has worked at GroupM for 37 years, will be leaving the company at the end of the month. Most recently, he filled the role of Chief Integration Officer, GroupM U.S. In that role, he focused on developing advanced cross-channel implementation practices. Schwartz’s work was key to the development of the C3 TV ratings currency in 2007, which measures average rating for commercial time during programs

 

 

Over 4.2 million peanut emojis have been used on Twitter since the emoji’s creation for the Spreading Good Campaign and the National Peanut Board (NPB) has set out to reach 6 million peanut emojis on Twitter by March 31 (National Peanut Month). Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board, tells Portada how he is using emoji marketing.

 

The National Peanut Board (NPB) is giving substance to the peanut emoji by turning digital peanuts into real peanuts. The company will turn Peanut emojis into real peanut butter donations to food banks across the nation. The NPB is not only making a donation based upon all the U.S. peanut emojis used to-date on Twitter. In addition, they’re encouraging consumers to continue to use the peanut emoji on Twitter to fuel even more peanut butter donations to food banks.

 

Emoji Marketing as Amplification Tool

With emojis, we’ve been able to create a simple and straightforward campaign that is very user-friendly. Emojis are a universal language to communicate feelings and emotions. Thus, it makes it easy to engage with a broad range of audiences”, Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board tells Portada.

“For example, the fan base behind popular South Korean K-Pop Band, BTS caught wind of our campaign and it quickly spread across their audience. We saw an increase of peanut emojis used within hours! In less than two weeks, we saw more than a million peanut emojis used on Twitter, surpassing our original goal. With people around the globe Spreading Good, NPB decided to increase the campaign goal. The objective is 6 million emojis on Twitter by March 31 and in return, NPB will donate 17,000 pounds of peanuts and peanut butter to food banks.

In less than two weeks, we saw more than a million peanut emojis used on Twitter.

 

Millennial Target

According to NPB data, about 94% of homes in the U.S. have at least one jar of peanut butter in their pantry. For the Spreading Good campaign, NPB targets millennials, who on average, spend nearly 18 hours a day on different types of media and 71% say they engage with social media daily. With this in mind, NPB honed into the digital space with an emphasis on Facebook, Instagram, Twitter, and LinkedIn.

The Spreading Good campaign is all about shareable content and a sense of unity.

 

Twitter, a Good Vehicle for Emoji Marketing

According to Lepicier, through Twitter the NPB was able to connect to its target audience: Millennials. Millennials have an average attention span of only 12 seconds, making it important to capture their attention quickly. To do so, the NPB thought of a tone for its Twitter page @PeanutsHere that was quick, fun, and a little nutty – just like the platform. “The Spreading Good campaign is all about shareable content and a sense of unity. For these reasons, we felt Twitter was our strongest platform to bring this fun campaign to life”, Lepicier concludes.

 

 

 

Disney VS Netflix, consumers’ thoughts about Amazon, and retail marketing insights. A summary of the most relevant consumer insight research. If you’re trying to keep up with the latest happenings, this is your one-stop-shop. Check out the previous consumer insights roundup here.

 

  • There doesn’t seem to be a clear winner in the Disney VS Netflix fight yet. According to a new survey by Piplsay, half of Americans surveyed said Disney Plus is “as good as” Netflix. On the other hand, 28% said it’s not as good, while 23% said they think it is better. In addition, 37% of respondents said Disney Plus is better than Amazon Prime Video and Hulu. Also, about 42% said Disney Plus is as good as Hulu. Finally, 40% said Disney Plus is as good as Prime Video.

 

  • A survey by Convey of 2,000 U.S. consumers indicates a good amount of people don’t really like Amazon but shop there any way to get free shipping. The survey found that 24% of those surveyed had negative views of Amazon’s impact on the retail industry. In a similar way, 27% felt “very or somewhat” negative about the company’s effect on the environment. However, 21% of those respondents who worried about Amazon’s impact on the industry still bought half of their goods on its site. About 24% who thought Amazon’s practices are damaging to the environment also bought half their stuff there. 

 

  • According to the “State of Consumer Behavior Report 2020” from Raydiant, 69% of respondents said a good in-store experience is either important or very important to them. Almost two-thirds (62%) find store associates helpful. More than half (57%) of respondents said they would go to physical locations for exclusive discounts, but 23% said they would care for unique experiences. More than 68% of respondents searched for a better price online after finding a product at a physical store.

 

  • A survey of more than 2,200 U.S. adults from Morning Consult and PRWeek found 41% of Millennials like when brands show their commitment to social causes. However, 39% think companies are trying too hard to make it look like they care. About half (46%) of Baby Boomers and Gen X feel (42%) feel that companies “try too hard”. Finally, 35% of Boomers and 33% of Gen X like brands that “show off their commitment.”

 

  • A new report from agency Boston Digital titled ‘How Brands’ Social Media Impacts Consumers’ that surveyed 554 respondents found brands need to be entertaining online. Two thirds (65%) of consumers say they are more likely to purchase from a company they’ve followed for a month. More than half (54%) are ‘very’ or ‘extremely’ likely to look at a company’s social presence while researching a product. However, more than half (51%) said content needs to be relevant to them.

 

 

At the 2019 Portada Event in Mexico City, we had an insightful Q&A session with Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico. He shares his know-how for driving growth at the consolidated mega-company, their E-Commerce numbers and investment plans, the future of segmentation strategies, and shares the name of online retailers with innovative tools for marketers.


Interview conducted by Alejandra Velazquez

There’s Always Room for Growth 

Nowadays, consumers look for relatable stories, not product descriptions. Keeping this in mind, we asked Germán Villegas how Colgate Palmolive drives growth for such basic necessities like toothpaste and soap. 

Germán Villegas

“We are touching real, daily consumers by leaving aside the old concepts of “perfect smile” with perfect-looking models. At the Portada Brand Star Committee session (one of the three units of the Portada Council System that met in Mexico City during Portada Mexico), we talked about the importance of reaching diverse audiences, cultures, and minorities to make them feel supported and listened. For example, we’re currently running a campaign that no longer talks about 12 hours of protection, fresh breath, or white teeth. It speaks about positivity. In the ad, a plus-sized woman says “when people say my curves are not attractive, I smile”. We want to transcend Coca-Cola-type messages like “you have to be happy”. We’re focusing on giving visibility to the most effaced members of society. That way, we are much more than just toothpaste. We are an optimistic story.”

Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico, 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.

We’re focusing on giving visibility to the most effaced members of society. That way, we are mucho more than just toothpaste. We are an optimistic story.

“Growth will happen organically and naturally in time. But beyond expecting things to fall into place, we are experimenting with micro trials now that we can. We are developing segmentation strategies with our clients, learning together about the industry’s ROI, and investing micro amounts. That way, we can learn where to invest more precisely. In other words, we pour money into trials little by little instead of betting millions blindly in the wrong place.”

TV vs. Digital Media: Time to Jump Ship? 

Colgate has always used traditional TV as its strongest media. What are your offline vs. online investment numbers, and has digital won over television? 

We’re closing 2019 with 30% on digital media and the rest is all offline. I believe television is still pretty strong, above 50%. However, we’re trying to invest a little less on TV in 2020. We’re not going straight to digital all the way, but we’re applying our trial and error strategies to see how far we can go, and perform a lot of focus groups to make drastic but informed decisions. 

TV already lost investment this year. I believe the past few years it used to close at 80%, and I think this year it went down to 60%. Next year it might close at 50%. In a few years, there will be very little content produced for TV. The U.S. is already making digital television, which will surely be very attractive to invest in because marketers can program different content for each spectator using digital technology. It might or might not contribute to our television portfolio, but it’s definitely a tendency. “

How do you choose what goes on TV? 

Right now, we’re looking for video production agencies. We’re trying to think digital before TV because we could produce custom-made pieces based on segments. We’ll make many digital pieces for specific targets, and from there we’ll cut a more generic TV ad. We used to make the TV ad and then upload it to the web, but it doesn’t work that way. It’s the other way around. You build a digital strategy based on segmentation. Those measurements help us choose what to show on the much more expensive TV airtime. “

Segmentation Strategies: The Right Message for the Right Ears 

segmentation strategiesTell us more about CP’s segmentation/targeting strategies. Is there room for evolution?

“Massive service providers like Facebook and Google sell us advanced ‘audiences’. These audiences aim to stop segmenting per demographics and switch to consumer attitudes. For instance, no longer targeting “men 30-45 y.o.” and such, but profiles based on passion points. We can segment per sports fans and athletes, music buffs, art followers, etc, and pinpoint a campaign for each. 

We pour money into trials little by little instead of betting millions blindly in the wrong place.

Facebook offers a very interesting product in its portfolio that lets you edit the text of your ad. That way we can sell the same toothbrush by talking about this weekend’s soccer highlights or the newest song from a popular artist. We can write copy as necessary to make it more clickable to the individual seeing it. That’s a great tool. 

A good challenge for future evolution is doing regional segmentation. Since marketing is too separated from the media department, it’s an opportunity for the industry. The brand manager could tell us if sales are decreasing in the south, so we could do our research and see why. That way we could develop specific solutions for localized issues. But right now, we still make advertising for the entire country. “

 

What: Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors gave Portada his 4 key insights on automotive brand marketing and how to win Hispanics’ hearts.
Why it matters: It’s no secret that Hispanics love a good car. The auto industry in the U.S. is growing, just as well as the multicultural population in the U.S. According to a Statista timeline, digital advertising spending of the U.S. automotive industry is expected to reach US $15.5 billion this year.

 

Automotive brand marketing is just like marketing in any other industry. In order to get it right, marketers need to approach it with the right set of tools and a great deal of creativity. Add a multicultural component to the mix, and you’ll get a more complicated task. However, if brands take the time to really understand the target and the way consumers relate to the category, they might end up getting a recipe to success.

Eugene Santos

When the 2018 Kia Rio was named one of the top 10 best vehicles for Hispanics by the Hispanic Motor Press Foundation, the company had already been targeting this multicultural segment for years. However, Kia Motors only started selling cars in the U.S. in the 90’s. How does a relatively new brand compete with powerhouses of the automotive industry in order to gain Hispanics’ hearts?

We talked to Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors to get his key insights about what the brand is planning to engage Hispanic consumers more effectively.

 

We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey.

1. Automotive Brand Marketing 101: Make Sure You Engage Your Consumers

Firstly, says Eugene Santos, you have to ensure you understand how your consumers engage with your content. Like any other brand, Kia uses a mix of KPI’s and likes/dislikes ratios, but it is also aware of the important role of the right technologies. “We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey,” explains Santos. ” This gives us an opportunity to look at the multicultural aspect as well.”

 

2. When Targeting Hispanics, Always Think In-Culture

According to Kia’s latest reports, sales grew 1% in May, mostly thanks to a rise in sales of a favorite of Hispanics— the Kia Soul. “Hispanics are a big part of our success, especially in a flat market,” reveals Santos. “The multicultural segment growth has allowed us to stay on pace or ahead of business plans. The Soul has traditionally over-indexed within the Hispanic segment. It tends to skew towards a younger audience and mirrors the demographics of the Hispanic consumer.”

Kia Soul - Automotive Brand Marketing Case StudyTherefore, these results show the brand is already doing something right. When asked about the approach Kia takes when marketing to Hispanics, Santos hits the nail in the head. “We don’t like to approach this segment by thinking ‘Spanish or English’? But rather, ‘How do we communicate in-culture? And that can be a combination of either language as it relates to our target audience and the look/feel of our campaign.”

 

 

3. Choose the Right Message, Make it Emotional

When asked about messaging, Santos explains that the brand continuously tries to build an emotional connection with the Hispanic segment. The new campaign will “tell the story of the ‘unsung heroes’ who work hard to accomplish their life’s mission but don’t necessarily crave the spotlight.” Kia has previously incorporated into their narrative real stories of hard-working Latinos (watch below). Santos says “this will bring a connection Hispanic consumers by showing Kia lives by the same values as them.”

4. Learn From Your (More Experienced) Competitors

In 2017, Dealer Marketing Magazine reported that vehicle purchases by Hispanics would double from 2010 to 2020. Because of tradition from their origin countries, Hispanics have a famous fondness for Japanese cars. In fact, in 2014, Hispanics were contributing to nearly 40% and 30% of total brand growth for Toyota and Nissan, respectively.

Thus, we wanted to know Santos’s thoughts on how the relatively new player from Korea competes with these brands. “They’ve been communicating with the Hispanic segment for a very long time, longer than Kia,” agrees Santos. “I started my automotive career at Honda, and having seen their work ethic first hand, I am proud to say that Kia is on its way.”

But what sets Kia apart? Its “Give it Everything” philosophy, that “underdog spirit that has helped us improve our vehicle quality, and technology that has allowed us to outperform even luxury brands,” shares Santos.

In conclusion, Kia is young, but it is on the right track towards Hispanics’ hearts. To find out more about automotive brand marketing first-hand from the experts, join Portada New York!

 

 

 

What: To leverage the UEFA Champions League, Pepsico launched a 360º campaign spanning 13 Latin American countries featuring some of the sport’s greatest household names.
Why it matters: The campaign offered an integrated experience through a variety of platforms and social networks, as well as mechanics tailored to each market in order to spark consumer engagement.

 

Hosted by the UEFA, the Champions League is the annual sports event that captivates the most spectators globally. Pepsico, ever the master in larger-than-life partnerships, has wisely profited from the event’s massive audience, launching a campaign along with the soccer powerhouse for the fourth consecutive year.

Their latest joint venture spanned over 13 Latin American countries and lasted three months starting in April, and it featured some of the sport’s greatest household names: Argentina’s Lionel Messi, Spain’s David de Gea, Uruguay’s Luis Suárez, and Chile’s Gary Medel.

The idea was to create a comprehensive 360º campaign to offer participants an integrated experience through a variety of platforms and social networks acting as points of sale. First, they forged a strategic partnership with ESPN to keep viewers interested and foster interaction all throughout the tournament. Then, its local branches conceived cleverly focalized campaigns per region throughout Latin America, that used different mechanics based on their consumer’s profile, behavior, and what dynamics they find the most engaging.

For example, Chile’s Minuto de Gol required participants to guess the exact minute the first goal would be scored. Demuestra tu pasión asked consumers in Guatemala to solve a trivia. El llamado de la Champions coaxed Mexican fans to register as many codes as possible to accumulate points. For Brasil’s self-explanatory Lay’s te leva para la final da UEFA Champions League, all viewers had to do to participate was registering a code online. Participants could win from Lay’s products and official UEFA playing balls to the ultimate prize: a trip to watch the final, Tottenham vs. Liverpool, at the legendary Estadio Metropolitano in Madrid.

Portada talked to Nicolas Lopez Marti, Senior Director, Core Salty Brands, Central and South America at Pepsico, in order to find out more about the strategy behind the campaign.

 

Nicolas Lopez Marti is a recent addition to Portada’s Brand Star Committee Latam. The committee’s next in-person meeting will take place at Portada Mexico, 17 October 2019.

 

Portada: Which were the 13 countries that participated in the campaign?

Nicolas Lopez Marti: Colombia, Peru, Chile, Argentina, Uruguay, Paraguay, Guatemala, Honduras, El Salvador, Costa Rica, Panama, Puerto Rico and Republica Dominicana.

 

Portada: Was the campaign also aimed at Hispanic audiences in the U.S.?

N.L.M.: Lay’s has a strong presence with Hispanic fans on sales points. Based on our knowledge of the audience, we’re completely sure that by featuring Lionel Messi as the campaign’s main international spokesman, we’d be able to connect with them on a special level.

 

Portada: Which media did you use the most? Broadcast, video, social…?

N.L.M.: It was an integrated campaign, present on OOH, radio, TV and very strongly on digital media. We also added PoS dynamics and interactive games so the consumers could get the full soccer experience when they purchased their Lay’s.

 

Portada: Which were some of the most outstanding activations?

N.L.M.: Throughout February, we had the actual “Orejona”, the famous Champion’s League cup on display at a huge public event in Guatemala, featuring celebrities and players. We also planned an interactive activation to complete the virtual “Topps” figurine album, which is very famous in Colombia, Argentina, Peru, Uruguay, and Paraguay.

 

Portada: What has been your main social media strategy?

N.L.M.: Our already strong regional presence on Instagram and Facebook, and influencers from each country narrating their experience live during the actual final match.

 

Portada: Did you notice a direct impact of the TVC on your social media initiatives?

N.L.M.: Absolutely. Showing superstars like Messi, Suárez, De Gea, and Medel touched consumers directly; they felt widely motivated to interact with Lay’s on social networks and participate in the dynamics. Plus, the prize to see the final in Madrid was the greatest motivator to interact with the brand.

 

 

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.

  • Spotify is going gangbusters on podcasting. The streaming platform developed by Swedish company Spotify AB has announced plans to purchase the narrative podcasting company Gimlet Media for US $230 million as well as Anchor, a platform for creating and distributing podcasts. Spotify’s expansion is fueled by a purchasing budget up to US $500 million year, according to reporting by Yahoo Finance.

 

  • The South American dairy company Conaprole has announced it’s the first business in Uruguay to launch a marketing campaign on Snapchat. A campaign to promote Yoprole yogurt product Banatilla on Snapchat targeted youths between the ages of 13 and 20. Snapchat offers the dairy products company the opportunity to build brand recognition among younger consumers, according to Alejandra Miranda, director of the Snapchat initiative.

 

  • Advertising technology giant Taptica has announced its intention to create a new, more powerful and independent video advertising company with the acquisition of RhythmOne. The programmatic video capabilities of RhythmOne, plus its expertise in connected-TV devices will be combined with Taptica’s subsidiary company Tremor Video DSP which specializes in TV retargeting.

 

  • San Francisco-based mobile and marketing analytics leader AppsFlyer predicts that investment in mobile apps will grow 65% worldwide by 2020. Their growth forecast foresees a 34% annual increase in spending on mobile apps each year.

 

  • A survey of 501 marketing and branding decision-makers by Bynder reveals marketers struggle most with deciding which technologies to invest in. Marketers also reported relying more on social media while they said they struggle with the threat of algorithm changes to online brand engagement.

 

  • Who’s more likely to click on your paid internet ads? A lot depends on your ad viewers’ ages and the search engine they use, according to an analysis by Clutch. Baby boomers (38%) were found to be the most prone to click on branded paid search ads, while Google users (36%) were more likely to click on paid search ads related to their searches. Viewers of ads on YouTube and Amazon (33%) were more likely to click if the ad featured a familiar brand.

 

  • Marketers are in love with influencer marketing, according to survey results performed by SocialPubli.com and published in the 2019 Influencer Marketing Report. More than 90 percent of marketers surveyed said they were using influencers to promote their brands, and 60 percent said they expect to increase spending on influencers this year.

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

  • DeloitteDeloitte has published its 22nd annual edition of the Football Money League. According to the consulting company, Real Madrid was the world’s highest-earning soccer club during the 2017/18 season, with a total of US$852.8 million. This represents an increase of 6% in comparison with last year’s statistics. In second place comes Barcelona with US$784.2 million, followed by Manchester United, who sit third in the list, with US$756.5 million. In total, the 20 top-earning clubs worldwide generated a record figure of US$9.4 billion.

 

  • Facebook has had quite a success with its Uefa Champions League group stage coverage. More than 8.8 million people in Latin American countries have engaged with the social media platform, according to a report by MktEsportivo. The content posted on the social platform has generated 1.3 million comments, as well as a further 10 million reactions.

Subscribe to Portada daily Sports Marketing Updates!

  •  FloSportsFloSports has locked the exclusive English-language broadcast rights in the US of Concacaf’s new Nations League international tournament. The multi-year agreement will see FloFC provide live coverage of the competition’s qualifying and knockout rounds through 2022. The rights package also includes on-demand content.
    “This a landmark deal for FloSports as we continue to expand our soccer coverage,” stated FloSports co-founder Mark Floreani. “The CONCACAF region represents some of the most competitive teams and players, and we’re thrilled to give fans access to these world-class games.”

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • Real Madrid C.F.⚽Real Madrid TV is coming back, with Javier Baena, previously an audiovisual assistant at La Liga, to oversee the commercial aspect of the project. The club will try to commercialize individual content or programming to international broadcasters or other media organizations, including brands.

 

  • Telemundo Deportes has revealed some details of its 2019 Copa America coverage plans. The broadcasting network will present all 26 matches live in Spanish on Telemundo, Universo, and Telemundo Deportes’ app and digital platforms. The will take place in Brazil from June 14-July 7.

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

  • zulilyThe Seattle Sounders FC announced a new jersey-front sponsorship deal with online retailer Zulily. In addition to its new relationship with the Rave Green, Zulily is also partnering with National Women’s Soccer League side Seattle Reign FC. This is Sounders FC’s first new kit sponsor since joining the MLS in 2009. “When searching for our next primary kit partner, we approached the process thoughtfully and with considerations beyond merely the front of our jersey,” said Sounders FC Owner Adrian Hanauer.

 

  • Mediapro received the Spanish rights for the 2022 World Cup in Qatar, from FIFA. The Chinese media giant is planning on launching a dedicated 24/7 television channel to house its extensive coverage of the competition, which will include additional programming, analysis, news, interviews, training sessions, press conferences, and historic matches.

Subscribe to Portada weekly Sports Marketing Updates!

  • Copa Libertadores 🏆BeIN Sports has secured a four-year media rights deal to Copa Libertadores and Copa Sudamericana club competitions, in the US and Canada through 2022. The matches will be broadcast on English and Spanish channels, as well as BeIN Sports Connect, the broadcaster’s streaming platform. “The new agreement and strong partnership with Conmebol allows us to further cater to our unique audience, evolving our coverage from the best of the weekend to now the best of the week with our robust broadcast commitment for these must-watch tournaments,” said Antonio Briceño, BeIN Sports’ regional deputy managing director.

 

  • Austin FC has become MLS’ 27th club, starting its pro season in 2021. The club will become the city’s first team in a major professional sports league, playing in a privately funded US $225 million soccer stadium at McKalla Place.

 

  • Univision has announced plans to feature a regular time slot for Liga MX Femenil matches on its platforms. The women’s soccer league will be shown on Monday nights during the 2019 Clausura schedule on UDN, which started on Jan. 21.

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. 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!

  • Jacob & CoLionel Messi has signed a three-year partnership with watchmaker Jacob & Co. Together, the jeweler and Messi have created a limited-edition watch, known as the Epic x Chrono Messi, which is being sold at a retail price of US $28,000 each. Under the terms of the arrangement, Messi will work with the company on other projects in order to produce further limited-edition products.

 

  • The Chicago Fire Soccer Club and Motorola announced today a three-year partnership agreement, naming the Chicago-based mobile communications company the official jersey partner of the Club. “As a proud Chicago-based company, Motorola is thrilled to further our dedication to our hometown by teaming up with the Chicago Fire Soccer Club,” said Rudi Kalil, vice president, and general manager, North America at Motorola. “The Chicago Fire is the latest to join our roster of iconic Chicago sports partnerships. Much like Motorola, the Chicago Fire are forward-looking, agile and driven to win, which made this partnership easy to root for.”

What: Portada talked to the two minds behind the new Got Milk? campaign: Steve James, Executive Director of the California Milk Processor Board, and John Gallegos, CEO of Gallegos United to find out more about the cultural attunement insights behind the effort.
Why it matters: The unprecedented growth of the US multicultural population is calling all marketers into action; by analyzing how experienced companies deal with the cultural attunement question, we can gain helpful insights as to the most effective ways to (not answer it) approach it.

First launched in 1993 by the California Milk Processor Board, the “got milk?” advertising campaigns have become one of the most referenced, beloved, and awarded campaigns in marketing history. A long list of celebrities (from Britney Spears and the Friends cast all the way to Kermit the Frog and the Simpsons) with milk mustaches and a memorable slogan have definitely earned the brand good health over the years, but both the landscape and the organization’s approach to milk have changed.

Until recently, their work followed a clear targeting strategy: appealing to the “general audience”, and to Hispanics in a more separate and specific way. And for almost two decades, the strategy worked like a charm: in 1996, 4 years ahead of the 2000 census which showed that Latinos comprised a staggering 32% of the population, the CMPB launched its first original campaign in Spanish, “Familia, amor y leche”.

In 2006 it was replaced by “Toma leche”, an effort to unify the agency’s English and Spanish work by using humor as a vehicle for touting milk’s multiple benefits. In 2011, successfully appealing to the segment’s more hopeful and aspirational traits, they came up with the character “The Master of the Glass Half-Full”, adopting “positivity” as a direct response to Coca-Cola’s appropriation of “happiness”.

But now, after 24 years and more than US $2 billion of marketing support, per capita consumption of milk is once again caught up in a sustained, albeit more complex decline. From 2012 to 2017, milk sales fell 3.5 percent, while dairy alternatives grew by 4 percentaccording to CNBC. And since the early 2010s revealed that milk may not be the key ingredient to building healthy bones and preventing osteoporosis as it was long believed to be, its place in the food pyramid has been threatened, too. As part of our long-going search for insights that help identify what attributes or qualities make a brand multiculturally appealing, we talked to CEO of Gallegos United John Gallegos and Executive Director of the CMPB Steve James about the new culturally-driven Got Milk? campaign.

1. Cultural attunement is elusive; when in doubt, go for the universal

In the face of challenges, the CMPB partnered up with the agency Gallegos United, an agency with experience in culturally attuned campaigns, such as the TurboTax Chupacabras ads. Then, CEO John Gallegos brought his experience to the table from the get-go, pertinently realizing that, “although Hispanics are a growth driver for the business, there’s always the danger of making the effort ‘overly Hispanic’ or to generalize the message where it doesn’t have as much impact with Hispanics”.

The strategy shifted […] to unifying the already vastly diverse Californian market with a universally relatable ad campaign.

The new goal was to avoid segmenting and alienating consumers by over-polarizing the message, so the strategy shifted from “diversifying” to unifying the already vastly diverse Californian market with a universally relatable ad campaign depicting children’s relationship with milk for an audience of cross-cultural Millennial parents, the largest and fastest-growing volume consumers in the Californian market. “We think these children and their busy, over-scheduled, over-committed lives are a universal phenomenon, not just Hispanic”, says Steve James, Executive Director of the CMPB. “Millennial parents can also relate to this, since they’re as heavily involved as the children”. Ironically, if you want specific demo groups to identify with it, make it as universal as you can.

2. The honest perspective of children helps bring it home

One of the things that make the ads so relatable is that kids are actually honest and enthusiastic spokespeople for the product: as Steve James pointed out, recent research from the dairy industry indicates that a vast majority of kids love drinking milk and would be happy to drink more, but that their parents are the ones limiting their portions and offering other options. So the campaign aims at both children identifying with the problematic and making parents realize that they might not need other options. Even the ad with the boy going “Ah, pica!” when trying some hot sauce, appeals to all Californians because “salsa” is universal for them; which talks about how cultural attunement is a two-way phenomenon.

The segment gets both inclusion and greater exposure levels than the “general audience”, a term whose lines keep blurring more and more.

And in the era of vast options, the toughest challenge for marketers is managing an immensely broad media landscape while creating the now essential emotional connection with consumers. Steve James explains: “We’re speaking to consumers where they are, whether it’s on television, digital, social media, streaming, point of sale… We’re trying to find consumers at any possible touch point we can”. And that might just be the only differentiating factor between the two recently unified segments, since Hispanics over-index on portable devices, digital devices, and digital consumption. As a result, the segment gets both inclusion and greater exposure levels than the “general audience”, a term whose lines keep blurring more and more.

3. Television still stands out among more modern media

However deep into the age of the portable device, good ol’ television is —surprisingly enough— still the key player to start the conversation. “If you’re not on television, you sort of don’t exist,” asserts James, “people expect you to be on TV, so we’re spending a lot of our media dollars on TV […] and point of sale this year, where we’re increasing our spend in retail so that we can connect the dots”. But the days in which campaigns could rely mostly on television are over and done with, which represents a huge challenge for traditional players who started campaigning more than two decades ago. “We used to be able to produce a commercial or two and run them on three networks and call it a day, and that was all you had to do. Now, we’re trying to reach people through their streaming devices and their cellphones and their iPads and social media”, says James. “We’re doing all we can to adapt to that new environment”.

But how are Gallegos and his team planning to actually connect with their audience beyond ad placement on multiple devices? One of the most notable trait of Millennials is their constant and active search for answers, unlike previous generations that just accepted the wisdom of their parents or society. So one of the most important activations of the campaign will be based on joining the conversation and give new parents “something they can count on”, as one the campaign’s taglines declares.

“If a millennial parent has a question like ‘should I be serving more milk?’, or ‘is milk so good for my kid?’ we want to be in the conversation,” states Gallegos. “We want to be talking to influencers, whether it has to do with food, health, or nutritional benefits. And many of those conversations are happening online and in the social media. We’re hoping to meet that challenge by providing a lot of good, solid, factual nutrition information to those people who are searching for it”.

A cool-looking kid welcomes Facebook users to the “got milk?” with the line “I don’t trust men who don’t drink milk”

4. A campaign’s success depends on “when” as much as on “how”

For example, they tapped the cereal and granola consumers by branding such products with a reminder in 2015

In marketing, it’s not all about the how, but also about the when. Timing is crucial for an ad campaign to reach its audience in the correct context and mindset. According to Jennifer Mull, Chief Marketing Officer at the Gallegos United collective, following the campaign launch in July the agency is creating a ‘crescendo’ during the Back-to-School timeframe, “Building on media every week with the addition of social, digital content, radio, and point of sale. [It’s] the season when families get back into their routines for the school year, so it was important to remind them how they can count on milk to power through their daily lives at any and all times,” asserts Mull. “[We’re] also planning a big consumer activation that will bring to life how kid’s lives are tough and milk is always there to get them through it, the details of which are still in development”.

The ‘You Can Always Count on Milk’ campaign is a multi-billion effort meant to touch all of California’s consumers and advertising will be unified across all segments with English and in-language communications in Spanish, Chinese, Korean and Tagalog. We’ll wait to see how it turns out.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

More than half of consumers age 54 and younger surveyed by Hubspot claimed to want to see more videos from brands they support. Some 47% of consumers age 55+ also want to see more videos from brands they support.

According to a study from YouGov Brand Index, the top 10 best-perceived brands of 2017 were: Amazon, Netflix, Amazon Prime, YouTube, Google, Nike, Dawn, M&Ms, iPhone and Apple. The brands with the highest ad awareness of 2017 are GEICO (repeating as number one), McDonald’s, Verizon, Walmart, AT&T, T-Mobile, Subway, DirecT, Progressive and Home Depot. The five brands with the biggest ad awareness gains in 2017 were Amazon Alexa, SlingTV, Lyft, Hulu and Blue Apron.

A survey from Sprout Social of 1,000 US internet users last September found that two-thirds want brands to take a stand on social and political issues.

According to marketing consultancy Vennli, more than one in three agencies (36%) say they’re always re-thinking the client’s entire strategy when developing a pitch during the review process, yet only 7% of marketers reported seeing this happen in all pitches. 34% of agencies say they think one of the most common reasons they win a pitch is because their “brand is recognized and respected in the market,” but only 15% of marketers asserted that this played a role when selecting an agency partner.

A new report from BI Intelligence, Business Insider‘s premium research service, found that influencer marketing ad spend is poised to reach between $5 billion and $10 billion in 2022. Taking the midpoint of $7.5 billion as a base case, this represents a five-year compound annual growth rate (CAGR) of 38%. Nearly 40% of influencers believe that overly restrictive content guidelines are one of the biggest mistakes brands and agencies make when working with them.

According to a new market research study by Technavio, the global personal safety tracking devices market is expected to grow at a CAGR of close to 13% during the period 2018-2022.

According to new research from digital research firm L2, only 94 of 2,303 — or 4% — earned their “genius” moniker, a term reserved for brands that “leverage tech and data to personalize not just marketing but also products; render content like blogs and lookbooks shoppable; partner with e-retailers (and not just Amazon) to boost search and reach; evolve desktop display to mobile display and desktop video; and integrate online and store experience.”