Content Marketing


Carlos Espíndola (3M), Denisse Guerra (Estée Lauder), Martín Jones (L’Oréal) and Borja Beneyto (Starcom MediaVest) give Portada an exclusive look at their Latin American marketing and media 2016 forecasts.

Carlos Espíndola, 3M: Efficiency and Effectiveness

“My expectations for 2016 are efficiency and effectiveness. The situation in Latin America in terms of politics and economics is very complicated, and companies need to make efficient

Carlos Espíndolainvestments in advertising to have a greater and better impact. Media outlets and agencies must develop greater empathy for advertisers and their realities, and advertisers must develop the ability to be more effective, productive and relevant. It’s no longer necessary to invest millions in different media outlets: the most important thing is to develop automated marketing plans that guarantee a return on investment for consumer outreach programs.”


Denisse Guerra, Estée Lauder Companies: Full-Fledged Development of E-Commerce

“Our expectations as a company and as specific brands will be the exhaustive development of our e-commerce business for our retailers (especially the fragrance brands that we license). For our prestigious brands, which Denisse Guerrahave traditionally done business in physical stores, it is a great opportunity to recruit new clients through online media and reward our loyal consumers. Of course, we will continue to develop strategies to keep providing a “high-touch” service to all of our clients in physical stores, but we must work on strategies so that this “high touch” can be transmitted through our e-commerce and social media as well. In the fragrance area, it will be very important to develop creative communication strategies for digital media that can substitute the consumer experience of going into the store to smell aromas, creating a digital environment that makes the consumer want to find out more and then receive samples or decide to make a trip to a physical location.”

We must work on strategies so that this “high touch” service can be transmitted through our e-commerce and social media as well.

Martin Jones, L’Oreal: Marketing Automation, Content Marketing and Mobile Marketing

“The majority of expectations for 2016 were trends in 2015; what we hope is that these trends consolidate this year. Expectations for 2016 are very clear for the digital world: automated marketing,  microtargeting and personalization are at the Martin Jonescenter of digital strategies. It is increasingly necessary to direct personalized communication and content to consumers; impacting audiences precisely according to their behaviors is the key to media ROI (here there are two key factors: email marketing and predictive analysis), and on the other hand, programmatic buying will become significant in 2016. Content marketing: the video ad forms part of any advertiser’s agenda as an extension of his or her TV, but more than anything through productions designed for the digital world (at a lower cost to generate a larger volume of content). Another important point on the agenda is data-driven marketing: finding important insight from all information obtained from audiences and programs is vital to decision-making. We must know our consumers. Mobile marketing: today, everything has to start on mobile. Geolocalization and transactional experiences are the motor for deepening the mobile experience. Electronic PR will form part of the content agenda of every brand, and the curation and distribution of content is increasingly relevant to win the battle of earned media. The wearables market and its outlook for the future will see growth into 2020. Inbound marketing or “attraction marketing” will be articulated through different resources: blogs, podcasts, vídeos, ebooks, boletines, whitepapers, optimization techniques for search engines (SEO) and social media.”

Borja Beneyto,Starcom MediaVest Group: Data Management

Borja Beneyto“I believe that 2016 will be the year in which the industry will become more sophisticated in its data processes, tools and products. This is something that will turn data management into not only a commodity in terms of services, but also in an audited base for businesses to generate sequential communications, total investment efficiency in multi-disciplinary media and above all, precision marketing. On the other hand, we will see more advanced search models appear through the results of e-commerce on demand, the evolution of content aggregators, the unstoppable advance of mobile thanks to messenging, the added value of social media to maximize the sales funnel and intelligence applied to photography archives.”

Data processes will not only turn into a commodity in terms of service, but also in an audited base for businesses to generate sequential communications.

So there you have it: the opinions of important brands and agencies in the region. Shortly, we’ll be releasing the 2016 marketing and advertising forecast from the Latin American media owners perspective.


CHECK OUT: 2015 LatAm Marketing Highlights According to Estée Lauder, Viacom, Starcom, L’Oreal, Zoomin.TV, 3M….

Content marketing, mobile marketing, multi-screen and programmatic buying were the biggest highlights of 2015. Here, we share the reflections of Denisse Guerra, Diego Reck, Martín Frontini, Eugenia Denari, Jeremy Piotraut, John Mafoutsis, Martin Jones, Carlos Espindola and Borja Beneyto.

Content Marketing: Integration with Social

According to Denisse Guerra, Regional Marketing Director for Latin America at The Estée Lauder Companies Inc., “banners are a thing of the past, and now brands are looking for ways to engage, which makes much more sense in today’s consumer environment. For that reason, it has been very imDenisse Guerraportant for brands to develop native ads, editorial integration and that kind of communication since ad blocking is more and more of a danger to them. It’s also an opportunity to be much more creative with our content.”
Diego Reck
Diego Reck, SVP and Chief Marketing Officer at FOX International Channels Latin America, has a similar opinion, indicating that “one of the most noticeable trends in the marketing and advertising industry in 2015 was a more organic integration of  brands into agnostic content for each platform.”

The same trend was observed with respect to audiovisual content. Martin FrontinniAccording to Martín Frontini, Managing Director Latam & US Hispanics at MCN Zoomin.TV, “native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.”

Finally, as much as social networks are an entity in themselves, what is true is that they tend to be included in content marketing strategies. As Denisse Guerra indicated, “there is no doubt that companies’ social network and CRM campaigns have been the most relevant in 2015. The development of advertising campaigns that are 100% focused on social networks and brands’ e-commerce traffic are what have grown the most in the advertising industry this year.”

Native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.

Mobile Marketing: Geolocation and Transactional Advantages

Eugenia Denari, Director of Marketing at Google in Argentina, Chile and Perú, stated that “without a doubt, mobile was a huge protagonist this year.”

Jeremy PiotroutAnd  Jeremy Piotraut, Managing Director at Teads.tv Cono Sur, expressed that “today, users spend more and more time on mobile than in front of the television or other devices.”

Everything indicates that mobile marketing, as much as it was one of 2015’s trends, is here to stay.

In the words of Martín Jones, Multibrand Digital Manager at L’Oréal: “Today, everything is about staMartin Jonesrting with mobile: geolocalization and transactional experiences are the motor for a deepening presence in the mobile world.”

Multi-Screen: PC and Smartphones Media Consumption Jump

As Jeremy Piotraut reminded us, “while television is still an important media outlet, laptops and smartphones now surpass them in consumption time.”

John MafoutsisJohn Mafoutsis, SVP for Advertising Sales and Brand Solutions at Viacom International Media Networks Américas noticed a similar trend, stating: “In 2015 we saw the way that the consumer finds his or her favorite content  not just on linear television, but on multiple platforms. thanks to this evolution, advertisers have seen the benefit of offering a combination of paid TV with digital, mobile and live media as a part of a media ‘mix’.”

Martín Jones also sustains that “the video ad forms part of the agenda of any advertiser as an extension of his or her TV campaign, but more than anything for productions that are designed for the digital world (at a lower cost than that of generating a larger volume of content).”

According to Martín Frontini, “without a doubt, there has been an explosion of new formats and advertising channels with the rise of Youtubers, influencers and talents that reach the millennial cluster that is so coveted by brands. In this sense, there is an infinite amount of companies trying to group personalities and channels together with a captive audience that permits the brand to complement its traditional presence in the media, offline as much as online.”

Finally, Eugenia Denari commented, “In 2015, our most important project was to work on speaking to the multi-screen consumer that is constantly interacting with different devices. Our focus was on helping to generate even more integral and effective marketing strategies for new forms of consumption.”

According to Carlos Espíndola, Head of Latin America Digital Center  at 3M, “the most noteworthy aspect of 2015 was espindolathe adoption of programmatic buying for many advertisers, which continues to be an under-used practice, but which still helped to impact the right audiences and also prioritize the issue of where advertising money is invested. There is still much work to be done, but it is important for us to continue to communicate, evangelize and train technical market teams to understand the impact that this can have on not only audiences but also the efficiency of investments, not only digitally, but also on TV.”

Borja BeneytoSimilarly, Borja Beneyto, VP & Digital Regional Director in Latin America for Starcom MediaVest Group, commented that 2015 “was the year in which disciplines like programmatic buying were implemented, and in which we saw the appearance of new commercial data models oriented towards performance marketing.”

These were the most important trends of 2015 according to those we interviewed. Soon, we will be previewing 2016 with a look at everything those in the advertising industry should keep in mind in the new year.


Marketers are spending thousands of dollars, if not millions, on digital marketing. It won’t be long before you, too, start investing more heavily in how you reach your audience online. At Skyword’s “Content Rising-U.S. Hispanic and Latin American Content Marketing Workshop” in Miami’s Mandarin Oriental Hotel on April 23, from 7:30 am to 12pm you will hear from Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy at MasterCard how content is created at scale for multiple markets around the world.

Register here! (Free event, limited Space)

What you will learn

Skyword's Content Rising Event

– To transform your Marketing with Breakthrough Band Storytelling

– How marketing technology is helping strategists wrap their heads around the complexity of the digital space

Scale content creation and overcome marketing silos.

– Shift your approach from invasive marketing to creating content that people actually love to see.

– Shift from technical SEO to a strategic approach:How and where to inject their messaging into high-traffic areas of the Web.

Amplification solutions to get content out into the World.

– Find the right contributors to help fuel content strategies.

– Choose a web presence management solution to understand behavioral shifts in search.

Register here! (Space for this free event is limited.)




How Havas’ deal with NewsCred extends to social media and will go around the globe. LatAm is part of the deal and NewsCred is talking with brands targeting the Brazilian market.

photo: Javier Micora
photo: Javier Micora

Every brand wants to do content marketing, and that means every agency has to build this expertise. Dominique Delport, global managing director of Havas Media Group, said in a press release, “2015 is the year of content for Havas.”

If so, Havas is trying to get a jumpstart on it by forging a global partnership with NewsCred. The deal gives Havas and its clients access to more than 5,000 publishers in dozens of languages.

NewsCred connects content creators and content marketers, providing access to curated content, as well as software that lets brands manage, publish and track it. It contracts with major publishers, as well as freelance content producers, in order to offer licensed content to brands and marketers. Last year, it expanded into Latin America, with licensing agreements with AFP Espanol, Huffington Post Voces and EFE, among others.

Imam Ramani, NewsCred
Imam Ramani, NewsCred

Iman Ramani, NewsCred’s head of agencies across EMEA, explains that there are a lot of elements to content marketing, from managing writers, trafficking content and amplifying it via social media. “We’re here to simplify processes around content marketing and allow brands to scale with licensed content,” he says. “We’ve built an end-to-end content marketing platform that allows brands and agencies to simplify processes and scale with licensed content. They can create their own content but also, every day, supplement that with interesting articles from major publishers.”

The deal will also integrate NewsCred’s platform with that of Socialyse, the Havas social media agency. Havas operates social newsrooms in London, New York and Paris, and plans to open even more this year.

“We can expand the Socialyse offering, and we believe that’s the main reason we signed this partnership,” Ramani says. The partners are evaluating how to bring together the multiple analytics tools Socialyse has developed with NewsCred analytics in order to make it easier to manage social campaigns.

Those analytics will include data flowing in from the Global Music Data Alliance, a newly announced partnership between record label Universal and Havas Media. Delport told Rolling Stone, “We will have so much data that we can leverage for the purpose of better understanding the consumer and creating better experiences.”

At this point, according to Ramani, most of the international action is in the UK. He’s found that new media, tools and tech take hold first in the United States, followed by the UK, with other regions coming aboard later. But sales conversations are taking place in France, Germany and Spain, he adds. Ramani notes that Brazil holds Facebook’s second largest user base, and NewsCred is talking to a couple of English brands that want to focus on Brazil.

NewsCred is talking to a couple of English brands that want to focus on Brazil.

Havas is not the only network expanding its content abilities. Publicis Groupe revealed that it’s in exclusive negotiations to acquire Relaxnews, a press agency that has expanded into consulting, producing and managing digital content.

Relaxnews recently launched a platform that combines data, content and services for brands and media. The agency, in partnership with Agence France Presse, works with more than 200 global clients, including Getty Images, Microsoft and Yahoo. Relaxnews would be aligned with the ZenithOptimedia network, while working with various divisions within Publicis Groupe.

At Argentina’s 2014 IAB Now, Portada interviewed Alejandro Fishman, president of IAB Argentina as well as managing director of Yahoo! Argentina.  Fishman shared his views on whether premium inventory will be ready for programmatic trading in Latin America, on the changing habits of LatAm’s Internet audiences, brands difficulties in adapting to mobile, Argentina’s digital market and more.

According to Fishman, mobile development in Argentina, content marketing and programmatic buying were the highlights of the 2014 IAB NOW Conference that took place last week in Buenos Aires.this year’s highlights. Key questions include: Will mainstream media be adapting to programmatic media buying? Will even Latin America’s digital media properties offering premium inventory for programmatic buys?  Fishman, who answers on behalf of Yahoo!, notes that “most inventories will be effectively available” for programmatic buying.

Getty Images Argentina/ Fotógrafo: Gabriel Rossi.
Getty Images Argentina/ Fotógrafo: Gabriel Rossi.

Portada: What can you highlight of this year IAB Argentina event?

Getty Images Argentina/ Fotógrafo: Gabriel Rossi.
Alejandro Fishman. Foto: Getty Images Argentina/ Fotógrafo: Gabriel Rossi.

Alejandro Fishman: “The idea, this year, was to do something were less stress is involved -with more networking opportunities. We also tried to integrate more content with entertainment. This year’s prominent themes are related to personification, mobile and content marketing. ”

“The audience wanted a change, we bring that change. Internet is about that, at least as we see it,” Fishman adds.

Portada: How would you describe the change in the audience?

Alejandro Fishman: “The audience is constantly changing and doing different things all the time. So, the main point is to work to grasp what the audience is really doing. We have to keep working on that. I believe the change lays in that people now want to get content at any time. They also want to be able to activate it or stop viewing anytime with total freedom and flexibility. That’s what is next. ”

Portada: What role should large multimedia conglomerate play in this new digital age?

Alejandro Fishman: “They need to adapt. I am also speaking from Yahoo!’s perspective. Yahoo! was a “computer first” company and now it is a “mobile first” company. Everything is planned for mobile and if something does not run on mobile, it is not done. This is reflected in all applications recently launched by Yahoo! They are all first released on mobile, tested on mobile, with the objective to reach a nice experience for mobile and only then made for PC. We must remember that content nowadays multiplies to all screens and multimedia has to adjust to that. They are already adapting and I think they are doing very well. ”

Portada: How do you think programmatic buying will evolve in relationship to Argentina largest media companies and media inventories (e.g. La Nación, Clarín, Infobae, etc)? Are they ready to offer their premium inventory to programmatic exchanges?

Alejandro Fishman: “I am answering from Yahoo’s perspective, since our company is making a big change in that direction.  Most of our inventory will be available for programmatic buying. And we will continue working to provide premium inventory for branding outside programmatic buying. It is necessary to adapt to the new programmatic dynamic. Advertisers  are interested in buying through this methodology. In my opinion, there is no need to be radical but to go along with this change. It is not one thing or the other. You can at the same time provide inventory for programmatic as well as to offer premium inventory for branding solutions. ”

We adapt to the trends of moving towards programmatic buying, but there is no need to be  radical.


Portada: Do you think brands are also adapting well to mobile?

Alejandro Fishman: “A little slower. But I think, just as Fernando Zerboni , professor at IAE, was saying on his talk, that they have not yet realized that there has been  a change. If nowadays everybody wants to see the content on their mobiles and tablets, the advertiser definitely should take that into account. There are e-commerce sites like Garbarino, Fravega, Mercado Libre, etc. , which are all very adapted to mobile and the experience is actually good. For instance, the Freddo ice-cream shops have an application to buy ice cream,  the advantage being that they tell you the exact delivery time and that does not fail. That is a clear example of knowing how to adapt and understanding how the consumer is changing. ”

Some brands have not yet realized that there has been a change in terms of adapting to mobile

Portada: Where do you see the main trends over the next 12 months?

Alejandro Fishman: “Programmatic buying and Content Marketing are this year’s main topics. Video is another very important subject. ”


Portada: How is Argentina’s economic and political situation impacting the country’s digital marketing industry? 

Alejandro Fishman: “It is impacting on absolutely every industry. The digital media industry is not isolated from what is happening in other industries like automotive, real estate, etc. Still, I do not think it’s going to be a bad year at all. Investment will continue to grow because the marketing and media sectors are undergoing deep structural changes. Many companies have already understood that they need to adapt to enormous changes in consumer habits. That definitely involves investments in digital media. Traditional broadcasting, as we know it, is increasingly being questioned. ”

Traditional broadcasting is increasingly being questioned

Portada: What headwinds does the Argentine market the Argentine market lack in terms for further development of the digital marketing industry?

Alejandro Fishman: “Education. We need to educate the new generations at theuniversities and train new professionals to start working in companies with a whole new “mindset”.”

Bola-O-OlonisakinBola Olonisakin is the Creative Head and Online Strategist at GTech Designs. Olonisakin specializes in web design and mobile marketing, mobile apps, custom web design, web development, mobile marketing, and search engine optimization services.

Once upon a time in the land of Search Engine Optimization, a business could assemble a sub-par website full of carelessly written content, throw in a hefty helping of meta keywords and tags, craft a few links and… PRESTO… they would enjoy instant search engine ranking!

Those days are gone.

As Search Engine Optimization evolves, different factors are being considered as to what makes one site worthy of higher ranking than another. Google’s Penguin and Panda algorithm updates are rooting out anything that seems like spamming or keyword loading. The days of the old SEO schemes are over, and the time for new and more solid Internet marketing strategies is at hand. A recent survey of digital marketing professionals conducted by Econsultancy indicates the consensus that content is increasing in importance as a marketing strategy.

Consider this noteworthy information from the Econsultancy Content Marketing Survey Report:

  • 90% of respondents believe that content marketing will become more important over the next 12 months.
  • Nearly three-quarters (73 %) of digital marketers agree that ‘brands are becoming publishers’.
  •  64% of in-house marketers agree that content marketing ‘is becoming its own discipline’.
  •  38% currently have a defined strategy in place.
  • Of in-house respondents, 55% are saying that they (or their clients) are working on a strategy, as do 58% of agency respondents.

Neil Patel, co-founder of two Internet companies, Crazy Egg and KISSmetrics and one of Entrepreneur Magazine’s “Top Entrepreneurs in the Nation”, understands the importance of content marketing:

I’ve always built my organic search traffic through content marketing. Why you may ask? It’s cheaper and it provides faster results… We were able to launch KISSmetrics and get over 100,000 monthly organic visitors in less than a year… just through blogging and creating infographics. We didn’t build one link manually… we just spent our time and money on content marketing.

For the small business owner, this type of strategy is a worthwhile investment of time and resources. Some of the more popular and effective methods used by marketers are:

• Blog posts
• Articles and guides
• Press releases
• E-newsletters
• Infographics
• Social media content (tweets, updates, etc.)

The impact of such a strategy can be substantial. Good content has a proven correlation with conversion rates as shown in a survey by Digital Social Media agency, Sekari, in which:

• 52% of consumers surveyed said that blogs have impacted purchasing decisions.
• 57% of marketers surveyed acquired new customers via their blogs.
• 61% of customers surveyed said they would be more likely to purchase goods from a site with custom content.

Also, the creation and promotion of quality content encourages sharing on social sites such as Facebook, Google+, and Twitter. These “likes”, “+1s”, and “tweets” are gaining importance as ranking factors across search engines. It’s the new trend in SEO!

But there is one more thing that sets content marketing apart from traditional SEO methods, and it’s a big one: Content marketing does not get affected by algorithm updates! While an SEO agency may be able to promise you an increase in ranking, the results, if any, may be short-term, at best.

They will be subject to the next update of the search engine algorithms when the next Penguin or Panda (or Possum or Parakeet or whatever the next one is called) is released. The advisable tactic is to invest in the production of high quality content for a carefully planned strategy that will prove financially fruitful and will endure the changes of the search engines’ ranking factors.

Lin-WilderLin Wilder is an internet marketer and writer

I was reminded of the long history of content marketing while listening to a Webinar earlier this week. We tend to think that whatever we have discovered on the net is brand new, or at least only as old as the nineties, when the net revolutionized our world.

Remember John Deere? Right, tractors, those huge farm machines that none of us can name? The John Deere company is still the company associated with farming equipment over 175 years after its founder began the company.

In the late 1830’s, John Deere developed a steel-tipped plow. A blacksmith in Illinois, Deere well knew the value of a steel tip to the local farmers who battled with sticky mid-western soil in creating the furrows needed to plant. His first year, he sold 10 of his new plows and began to triple his sales each year.

How did he market?

Deere set up classes for the local farmers who were hungry for knowledge about better ways to farm, and then he created a magazine still in circulation today: The Furrow. Good, even great content marketing involves the creation of compelling stories which reach a customer’s pain points. John Deere capitalized on the need for knowledge; by becoming an expert in farming, Deere began to make himself- and his products- essential to his customers.

You are thinking that this story does not apply to and to us in this information saturated 21st century? Think again.

Yes, we are saturated with information, constantly… from our phones, media and from our friends and colleagues. But how much of what we hear and read is useful? How much can we apply to ourselves, to our financial and physical well-being?

How quickly could your business grow if you started a daily, weekly or even monthly blog or newsletter about health? Or exercise? Or anything that you are interested in-curious about?

Article Source: http://EzineArticles.com/7420890

bloggersJoseph Finkelberg – Content Marketing and Online Popularity Consultant

Some may say that content marketing is easy but not everybody knows the effective strategies in using this as a way to increase his online presence. Thorough understanding on how to do content marketing will allow a business or a professional to get the attention of the crowd.

Many tips can be seen online about content marketing but there are more effective strategies that can be employed. For the purpose of this article, top three tips would be provided which can propel anybody’s website or blog with the use of content marketing.

Here are the top three tips in getting massive attention using content marketing:

  • Consistent quality content
  • Hardcore selling is a big NO!
  • Study and consistently monitor the analytics

Consistent Quality Content

To get the attention of the online audience, it’s necessary to continuously create articles, videos and other content with information that they need. Without quality, people won’t trust the author and the efforts to gain online exposure will be wasted. It’s necessary to create articles with no grammatical errors and they should be filled with information practical tips.

Remember that quality is the key. Even if the keywords used can drive massive traffic because of the number of searchers using them, the website won’t receive sustainable and massive traffic without quality content.

Hardcore Selling is a Big NO!

People don’t like to receive hardcore selling because of annoying sales people. Some of them are so pushy in selling their products or services and the prospects get annoyed. The approach should be different. Content marketing should be done with the use of quality content and friendly written conversation.

If ever selling will be included in the article, it should just be some linked ads or indirect selling (soft selling). No need to hardly convince people because they only want to be informed.

Study and Consistently Monitor the Analytics

In content creation and publication, it’s necessary to be familiar with analytics because knowing the behavior and demands of the market will allow the content creator to target specific niches. In addition, he will also be able to find the necessary keywords to be added to his content.

Analytics may also show through graphs how many clicks and unique impressions a certain webpage receives. This can help marketers in gauging the behavior and response of the online users.

Marketing efforts can be very effective if content marketing is added to the campaigns. It can truly empower the efforts to boost popularity and profits just like what the online marketing pros had done.

Article Source: http://EzineArticles.com/7456245

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