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One of the greatest challenges of consumer data collection is the issue of privacy and consent. Today’s consumers are becoming more and more aware of how their information is collected, sold and used for marketing purposes.  How can companies overcome privacy issues and harness this information to deepen consumer relationships? Luis Macin, Nestlé Mexico’s VP E-Commerce, talks about Nestlé’s plans to develop wearables for consumer metrics during Portada México 2019.

Luis Macin, Nestle Mexico, Portada
Luis Macin, Nestlé Mexico’s VP E-Commerce

Interview conducted by Alejandra Velazquez

Problem Meet Solution

Data collection continues to dive deeper into the private lives of consumers and it is only natural that they feel their privacy is being invaded. Audiences find it unnerving when they mention something in conversation only to be offered that specific product online moments later. However, the great thing about wearables is the voluntary data collecting process. When users are nicely requested to share their data, it tackles the issue of consent and privacy. The consumer willingly welcomes a metrics device into the intimacy of their own home and even onto their own body and this is where the true power of wearables for consumer metrics comes into play. 

 

Who Wears Wearables?

The implementation of these devices in Mexico will take off immediately

According to emarketer.com, roughly a quarter of U.S. adults, 56.7 million, will use a wearable device at least once a month in 2019. Just over half of those will use a smartwatch. Furthermore, 3.8 million U.S. children and teens will have a wearable device. The e-health market is booming in Europe and North America, and it won’t take long for the wave to hit Mexico. “The implementation of these devices in Mexico will take off immediately because in Mexico we implement new technologies insanely fast, much faster than in other countries”, says Luis Macin, Nestlé Mexico’s VP E-Commerce.  In 2020, the wearables market will consist mostly of smartwatches, with a strong emphasis on e-health.

 

Offer Relevant Content for Consumer Engagement

But once they’re wearing the device, how can brands collect specific data so they know how to target consumers? 

The challenge is generating enough engagement so they’ll willingly share their information with you.

“There’s a driver behind every behavior, and each consumer has a different driver” says Macin. “You just have to identify their motivations and categorize them. For example, if your goal is physical performance, we’ll offer you the tools to have more endurance. If you’re concerned about your health, we can measure your BPM to protect your heart. The challenge is generating enough engagement so they’ll willingly share their information with you. You have to put the right cards upon the table, and the decision is theirs.” 


Luis Macin, VP E-Commerce at Nestlé 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.


Nestlé’s Safe Bet on E-Health Products

Nestlé’s R&D is hard at work on e-health initiatives in Brazil, Latin America’s unofficial innovation hub. Monica Meale, Head of Nestlé Health Science LATAM told NutrIngredients “NHSc has strongly invested in digital innovation. In the last three years, the area increased its investments fivefold”. The company’s research focuses on developing market trends including e-commerce driven products and services, digital innovations (VR nutritional education videos as an example), virtual sign language assistants on websites and contests for Nestlé to collaborate with health startups in creating and designing health programs and activations.

Is Wearable Technology Expected To Drive E-Commerce?

Absolutely. As consumers receive custom-made specific information about their care, they will also receive specific recommendations and tailor-made nutrition plans that will drive e-commerce simply because it’s convenient. According to Luis Macin, Nestlé plans to offer users a holistic experience by incorporating themselves into the consumer’s lifestyle through wearable devices. And once they’re engaged in improving their health through the right diet and lifestyle suggestions – Nestlé’s product recommendations are only one click away. Ordering products will be as easy and embedded into their routine as their morning coffee. While we’re not quite at that level of e-commerce maturity yet but the focus on wearables for consumer metric collection and blending this with e-commerce opportunities is projected to be the next big frontier. 

Once they’re engaged in improving their health through the right diet and lifestyle suggestions – Nestlé’s product recommendations are only one click away


Luis Macin, VP E-Commerce at Nestlé 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.


 

 

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

Interview conducted by Alejandra Velazquez

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

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

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

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

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

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

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

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

…Social? Not so much

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

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

Three Ways to Get Customer Feedback

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

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

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

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

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

We are excited to announce we’ve been working hard in our website features. Stay tuned for our expanded offering of content for brand marketers in 2020, which we’ve outlined below. 

 

Dear Portada Audience Member,

Happy 2020! We have been busy updating our website features. This is part of our ongoing efforts and investment to provide best-in-class content for the brand marketing community and benefit our audience and business partners. Our program includes a complete website revamp, SEO strategy and implementation, expanded use of images, social media amplification as well as paid and earned marketing campaigns.

In coming weeks we will be rolling our expanded content offering for the brand marketing community,, which complements Portada’s year-round knowledge-sharing and networking platform; the Portada Council System and events.

A Whole New Way of Delivering Content for Brand Marketers

Passion Point Marketing News:
The latest content for brand marketers, including the members of Portada’s Sports & Entertainment Marketing Board. How brand marketers are leveraging sports, music and lifestyle content to engage consumers throughout the Americas. What you need to know. Subscribe here!

Innovation: What’s next for Brands:
A holistic cross-industry, cross-discipline approach to effective and authentic marketing driven by innovation. Key insights about how brand marketers, including the members of Portada’s Council System, reap the advantages of technological innovation to unlock ROI. Subscribe here!

Thank you for being part of our engaged audience. Wishing you a wonderful start to 2020!

All about how Latcom and Disney designed a successful communication strategy for the new Disney films and empowered the world’s largest entertainment company.

 

The premieres of Toy Story 4 and The Lion King quickly broke audience records, becoming some of the highest-grossing films so far this year. To position these releases, Disney followed the advice and strategic guidance of Latcom, a company specialized in Out of Home Advertising (OOH). Thus, Latcom and Disney worked together in an effective out-of-home strategy that helped the success of the entertainment company.

To develop an action plan, the company analyzed new challenges in the entertainment world, current market demand and changes in the way movies are consumed. It was also necessary to face the challenges presented by the target audience. On the one hand, Latcom and Disney had to connect emotionally with those that saw the original Lion King; on the other hand, they had to seduce Toy Story fans who considered that the existing trilogy was enough, or that a fourth film brought potential to ruin the story.

The objectives were generating awareness with target audiences: centennials, millennials, families and fans; and positioning the films as “must-see events.” Consequently, Latcom designed a strategy based on the consumer journey, while identifying the key touchpoints for the campaign. In the end, it was structured around four OOH advertising modules and a mobile component that worked as a complement.

“It wasn’t just about buying media, but rather about doing an in-depth analysis of the consumer behavior of the different audiences in Latin America and the different targets that make up that audience,” commented Valentín Bueno, CEO of Latcom. “Each target has a different point of contact with Out of Home media. For example, in the case of children, who are a very difficult target audience to reach, we had to generate special networks close to the areas they frequent.”

The campaigns were executed in Buenos Aires, Gran Buenos Aires, Córdoba, Rosario, Mendoza, San Pablo, Rio de Janeiro, Mexico City, Guadalajara, Monterrey, and Puebla. A mobile component was included at some of the target’s points of interest to reinforce the main communication. Static images and gifs led traffic to the campaign’s website. In addition, geofencing technology covered a radius between 100 and 500 meters, in areas with a good concentration of the desired target audience, such as schools, sports clubs, parks, cinemas, and shopping malls, among others.

“Cities can be transformed into a hub for entertainment distribution and access to all kinds of content worldwide. This system has great potential and I think we can contribute a lot to it. Making this campaign for iconic movies like Toy Story and The Lion King filled us with pride because of the excellent results it had in all markets,” Bueno concluded.

 

. SoImage by Freepik

What: The use of AI on marketing and advertising is turning heads and generating headlines. The latest? Computers select images and colors, improve text, sift through big data to sharpen targeting and lift customer response rates.
Why it matters: Agencies, however, say they deploy AI for more mundane but critical tasks. Those include automating repetitive work. They also encompass sorting and labeling images and videos. It saves thousands of hours of labor. As a result, it frees up in-house talent for higher-level creative output.

The brave new world of AI on marketing is here. Recent headlines boast of AI’s ability to boost customer response rates with better text, content and just the right selection of colors and images in advertising.

AI on Marketing Saves on Labor

Marketers tell Portada, however, that they’re using AI on marketing for far more mundane but still essential agency tasks. Namely, saving thousands of hours of labor and freeing up their best talent to do what creatives do best: create.

“Our initial goal is to automate several of the manual processes that go into the content creative process,” Carmen Garcés, head of digital at Hogarth México told Portada.

Hogarth Mexico, she said, is using AI or “machine learning” to mask, rotoscope, review, organize and tag hundreds of hours of video as well as images, saving the agency thousands of hours of labor.

Artificial intelligence is also being used to sort through Hogarth’s talent database of thousands of worldwide employees to help producers select just the right resources for each project.

The time saved frees up Hogarth Mexico staff to improve and apply their skills and technical knowledge to creative output, Garcés explained in an email.

“There are a lot of talented people around the world with unique creative and technical skills. We see AI as a great support to help us leverage this talent even further and to provide novel solutions and superior output for our clients.”

Apply AI on Marketing

Applying AI tools to recognize, catalog and modify visual content provides exciting opportunities for improving work efficiency and increasing advertising’s effectiveness.

Our initial goal is to automate several of the manual processes that go into the content creative process.

“One element of targeting that is still left relatively untapped is object recognition,” wrote Tim Bosch, associate director at Resolution Media in a recent column published by Digital Commerce 360.

“AI will be the driving force that exposes this massive targeting opportunity.”

According to Bosch, Snapchat has developed the technology to recognize objects posted by users, differentiating between food, pets, and more.

“Imagine this—after analyzing a user’s image inventory, object recognition technology could calculate their individual fashion style. This style feeds into their overall profile which brands can tap into to provide personalized ad messaging.”

Researching AI on Marketing

According to Garcés, Hogarth Mexico is “talking to multiple vendors and research institutes,” about how AI could help further improve the agency’s productivity. That includes using AI to modify videos and images.

“That would allow us to remove entire elements and objects from a scene something that if done in the traditional way could take days.”

Hogarth Mexico is considering AI tools that would allow it to change out the dialogue of actors in a video. It could then substiture “a completely different phrase or even deliver the speech in a completely different language.”

It’s undeniable that the unstoppable progress of AI has made it a tool that is impossible to ignore.

“The most important opportunity for us is to leverage AI to augment our talent. And amplify the creative output of our organization and provide superior customer experience while delivering content to our clients,” Garcés told Portada.

AI Frees up Creative Talent

At Grey Mexico, Chief Creative Officer Humberto Polar is focused on how to use AI to automate the generation of creative materials for advertising. He mentions combining of images and prices, and adapting formats in retail campaigns.

“This type of work today occupies many hours and is subject to a high level of human error. That’s precisely because it is operation-related and not creative work,” Polar told Portada.

“We should put our efforts towards automating tasks. Then people to do more much more gratifying and useful work, thus providing truly creative support to our clients.”

Grey Mexico is also using AI. Namely to analyze data, generating new understanding of the behaviors of consumers. With AI, the agency can apply its same creative thinking, but to much larger data sets.

“It’s undeniable that the unstoppable progress of AI has made it a tool that is impossible to ignore,” Polar says.