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2020 promises to be an exciting year in marketing. We asked brand and media agency executives that are part of the Portada Council System where they see the main challenges and opportunities.

 

As the new year fast approaches, Portada touched base with brand marketers and media agency executives, members of Portada’s Council System. We asked them what 2020 could bring in terms of challenges and opportunities. Among the most alluring opportunities and/or challenges, they cited: preparing for a world without (or a smaller) Facebook, more proprietary data for brands, efficient cross-screen metrics, marketing in a divisive political scenario, and finding synergies between Hispanic and general marketing campaigns.

 

2020 opportunities: Preparing for a world without (or a smaller) Facebook

2020 opportunities expertMarketers’ reliance on social media as a marketing and lead-generation tool has been parallel to Facebook’s rise to social media heaven. But has the social media giant reached its zenith or, even worse, is it starting to decline? “How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond? This is more of a longer-term challenge, ” says John Sandoval, Senior Brand and Latino Marketing Manager at Intuit.

How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond?

 

Brands need more ownable and proprietary data

2020 opportunities expertTo Peter Lee Brown, Brands & Communications Strategy, at Nestle, “Data has become commoditized, brands need more ownable, proprietary data“. Related to this challenge, Brown sees an opportunity for brand marketers in terms of “lean innovation and in-housing capabilities”, as he expects them to “lead to greater speed, creative expertise, and control.”. According to Brown in the current scenario of perpetual disruption, “brands can drive disruption and become challengers.”

Ariela Nerubay, Chief Marketing Officer at Curacao, also cites disruption, in this case in the retail space as an alluring opportunity: “Disruption of the retail in-store experiences to drive traffic to physical stores.”

 

2020 opportunities

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

 

Making second-generation Hispanic campaigns attractive to non-Hispanics…

Successful marketing to the LatinX consumer (second and third-generation Hispanics) is paramount to the progress of Corporate America in 2020 and beyond. Ariela Nerubay, Chief Marketing Officer at Curacao, tells us that “How to develop targeted campaigns for the 2nd and 3rd gen Hispanic on general market media that also attracts non-Hispanics” is one of the main challenges for her company in 2020. Similarly, she also cites developing a “lead generation strategy for Hispanic and non-Hispanic customers with same creative” as a challenge and opportunity.

 

…in a world where it is increasingly “not good” to be the “other”.

Marketing in a politically convoluted environment that is often divisive has been an important topic at Portada Council System workshops in 2019. Going into 2020 it will continue to be a challenge for brand marketers. As Intuit¨s John Sandoval notes “Specifically to multicultural marketing, in a country and increasingly in a world (last week’s UK election) where it is ‘not good’ to be the other or a minority or a population group other than the ‘mainstream’, how do we get the resources, attention, etc, from across the landscape? What if Trump is re-elected for another 4 years?”

 

Cross Screen Measurement to understand Reach and Frequency

The ascent of video marketing, partly a result of the substitution of TV media budgets by video, is bringing in more 2020 opportunities for media buyers. Darcy Bowe, SVP, Media Director, Starcom USA tells Portada that “cross-screen measurement that allows us to understand overall reach and frequency, including understanding where truly incremental reach is being driven” is an important opportunity for efficient media buys in 2020. Bowe is part of Starcom’s Video Center of Excellence, where she focuses on investing in all video media as well as creating content and building integrated programs in the video media space on behalf of her clients.

Given the range of CPMs and creative units across media types, how do we value an impression in each type and how does that impact ROI?

Bowe also notes that, given the range of CPMs and creative units across media types, it will be important to develop solutions for how impressions should be valued in each type and how this impacts ROI. To resolve the relationship between performance and branding (awareness) will be another challenge: “How can we best create media plans that balance targeting the most likely consumer to interact & transact with the brand as well as find broad reach to create awareness?”

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!

Realogy’s Karim Amadeo has been promoted to Manager, Multicultural & Growth Market at Realogy Holdings and CENTURY 21. We touched base to learn more about her new position and Realogy’s multicultural marketing strategy. 

 

Karim Amadeo, a Portada Council System member, has recently been promoted from Manager, Hispanic National Hispanic Advertising, Century 21 Real Estate to Manager, Multicultural & Growth Market at Realogy and Century 21. We wanted to know more about this new position, so we sat down with Amadeo to ask her a few questions about this new role and Realogy’s multicultural marketing strategy overall.

Realogy is a publicly listed major provider of residential real estate services in the U.S. Its brands include Better Homes and Gardens® Real Estate, CENTURY 21®, Climb Real Estate®, Coldwell Banker®, Coldwell Banker Commercial®, Corcoran®, ERA®, Sotheby’s International Realty® as well as NRT, Cartus®, Title Resource Group and ZapLabs®, an in-house innovation and technology development lab. The company, headquartered in Madison, NJ, operates around the world with approximately 188,600 independent sales agents in the United States and approximately 111,200 independent sales agents in 113 other countries and territories. According to the most recent financial statement, Realogy spent US $202 million in marketing in the first nine months of 2019 versus 199 million during the first nine months of 2018.

Realogy provides independent sales agents access to leading technology, best-in-class marketing and learning programs, and support services to help them become more productive and build stronger businesses. In her expanded role, Amadeo tells Portada, she will be serving all the Realogy brands, while continuing to lead Multicultural National Advertising efforts at Century 21 Real Estate.

Realogy's Karim Amadeo
Realogy’s Karim Amadeo

“As part of my expanded role, I will focus on managing our industry partnerships and increasing our agent and broker engagement efforts,” she commented. “Additionally, I will continue to work with CENTURY 21 on its Empowering Latinas campaign, which launched in 2017 and has awarded more than 100 scholarships to Latinas in Miami and Houston markets, as well as the brand’s collaboration with the Eva Longoria Foundation.”

As part of my expanded role I will focus on managing our industry partnerships and increasing our agent and broker engagement efforts.

Realogy’s Multicultural Objectives

When asked about which in her opinion are the main objectives of Realogy when it comes to the multicultural consumer, Amadeo answers that “Realogy has worked to elevate our engagement throughout the year, and has commenced a three-year Growth Markets strategic plan to leverage the scale of Realogy and better align our internal brand teams. We participate in industry conferences that specifically focus on policies that support a more diverse market.”

In addition, Amadeo explained that executives and affiliates volunteer as speakers to join the conversation and make a positive impact in the real estate industry and in the community in two ways: “First, as a shared service for our different brands, Realogy seeks to attract and retain diverse corporate talent, agents and brokers to mirror or exceed growth market demographics in the communities that we serve. Second,  as end-consumer Realogy focuses on external diversity marketplace efforts by forming partnerships with professional real estate associations whose ongoing missions are to improve diverse homeownership rates, including among the Hispanic, Asian-American, African-American, and LGBT communities.”

Cultural traditions that drive multicultural shopping are also resonating with many mainstream shoppers, which increases return on investment and magnifies the business case for reaching multicultural consumers.

Growth Opportunity

According to Amadeo, “the population growth and the increase in buying power of Hispanic, African-American, Asian, and LGBTQ segments has provided significant growth opportunities for companies that serve the needs of multicultural consumers. Brands that provide a high level of service and support to multicultural consumers are finding success. It’s not about simply having an ad in a different language. Rather, it is about being culturally relevant. We still need to see more ethnic diversity in marketing and media.”

Increased ROI

Amadeo adds that “According to Nielsen, the multicultural consumer is younger than the rest of the population and a trendsetter and taste maker across a broad range of categories, from food and beverage to beauty products.”

Reaching out to this segment has an important potential to increase ROI. As she explains, “Cultural traditions and social aspirations that drive multicultural shopping and product behaviors are also resonating with many mainstream shoppers, which increases return on investment and magnifies the business case for reaching multicultural consumers. Additionally, multicultural consumers have a higher life expectancy, living longer than their White Non-Hispanic counterparts.”

New Lead Generation Programs

Realogy’s overall marketing strategy has recently been strengthened by several lead generation programs, as we could infer from CEO Ryan Schneider’s conference call with financial analysts on November 7. Over the past year, Realogy has launched multiple marketing products, including Listing Concierge and Social Ad Engine to help drive better marketing for its agents.”We are excited to enter 2020 with three new high potential lead generation programs that can provide high quality leads to our agents and franchisees and deliver great value propositions to consumers,” said Schneider.

“In Q3, we launched Exclusive Look, a new marketing product available to all of our 47,000 Coldwell Banker owned brokerage agents share and search new listings before they are available to the broader market via public websites,” he added. “Second, last quarter, we launched TurnKey in collaboration with Amazon, as a new source of lead generation for our agents and franchisees. In Q3, we launched the Realogy Military Rewards program. And more recently we announced an Affinity lead generation program with AARP that will launch in Q1 of 2020.”

Portada Council System members have voted for the topics to be discussed at the three main speaking slots at Portada Los Angeles on April 2, 2020. The topics revolve around data collection with a cultural approach, influencer marketing, and consumer insights. 

 

For over a decade, Portada has been there to offer a space in which experts can discuss the most relevant issues of marketing and advertising. Now, for 2020 we are taking it one step further by inviting brand and agency decision-makers (members of the Portada Council System) to get directly involved in the selection of the content of each of our events.

Consequently, the brand marketers in Portada’s Council System have voted for the topics to be discussed at the three main speaking slots during Portada Los Angeles on April 2, 2020.

“The brand marketers in our Council System play a crucial part in determining the topics of our events. By having these leading practitioners suggest and vote for the themes of the three main speaking slots, we make sure that brand marketing, tech and media executives targeting the diverse U.S. consumer get the most relevant content available in the marketplace,” says Marcos Baer, president of Portada.

Below are the three winning topics as well as comments from Portada Council System members as to why these reflect their interests.

Portada Los Angeles Keynote: Why data scientists need to be cultural experts (A media planner/buyer perspective)

In 2017, the Economist declared data, and no longer oil was the most valuable resource in the world. And even though brands and agencies now have access to tremendous amounts of data, the tricky part is how to make sense of it. For the Portada Los Angeles Keynote talk, Council System members selected the topic of data collection and the extra layer of adding a cultural filter to how that data is processed. Below are the members’ thoughts and questions around the issue.

 

I’d like to hear how data scientists are cutting data to understand audiences and behaviors at the multicultural level. It would be interesting to see how the data changes once you’ve looked at it from a cultural perspective.

Would be interested to hear from data scientists about how they layer in cultural understanding. Is it all done in algorithms or are they also making “manual” choices based on cultural nuances?
Sometimes people have the view that with enough data, you can target anyone effectively, thereby removing the need to appeal to the audience’s culture. How can we continue to recognize the importance of culture in this technology-driven age?

How to combat bias in data, examples of how data can be interpreted in different ways by people who do not understand the culture?

I notice there is a shift where many ethnic or multicultural agencies are moving beyond population subgroups (Hispanic/Latino, Asian, etc) and shifting towards culture. So in a way, culture and being culturally relevant is the latest evolution of multicultural marketing. It would be good to hear how the rigors of data relate to culture or vice versa.

Consumer Insight Highlight Speaking Slot: What creates brand lift?

How to measure brand lift. How to understand the impact of media spend.

This seems fairly obvious, but with so many marketers choosing to focus on attribution and lower-funnel metrics, it’s important to remind ourselves that without a strong brand identity and awareness, the purchase funnel will dry up.
I am especially interested in understanding how can I lift or transform a brand’s reputation and perception online, social listening studies, setting benchmarks, improving engagement based on brand interactions that aren’t necessarily transnational, cause-related marketing and its true impact on brand love and conversion.

 

MarTech Solution Spotlight: Evolving Influencer Marketing

How do you break through the clutter in an age where people are used to influencers pitching product after product?

Which industries, type of messages or cultural moments are influencer moments and which are not?

Understanding how companies evaluate influencer marketing’s impact on their objectives. And also how they think about leveraging influencers.

As media markets are diversified to include more faces and individuals that come and represent specific communities it’d be pertinent to hear more about the process of influencer identification, vetting, and relevancy in the different markets we are trying to influence.

It would be good to understand how this has evolved and what the next platform capabilities are.

Portada Los Angeles 2020 will be a unique experience. First, the three different Council System bespoke workshops will take place in the morning. Also, brand marketers and best-of-breed marketing services suppliers will have 1:1 meetings and attend VIP networking functions. In addition, attendees will learn at four exclusive and highly-curated speaking slots on the themes outlined above, which were voted by the over 100 brand marketers in the Portada Council System.

More information about the structure of speaking slots at Portada events:

  • Keynote: 45-minute session. An overarching topic of paramount importance to the brand marketing community to be addressed by subject matter experts who provide innovative solutions.
  • Consumer Insight Highlight: 25-minute session. Consumer Engagement and sales conversion are the ultimate objectives for brand marketers. This session will provide key and fresh consumer insights that foster the understanding of the U.S consumer and provide actionable tips for marketers.
  • MarTech Solution Spotlight: 25-minute session. Technology plays a crucial role both for consumers as well as an enabler for marketers. During this session a major brand marketing thought leader will reveal the latest trends on the use of technology by consumers and brands.
  • Partner Thought Leadership Presentation. An opportunity for a Portada partner to gain major exposure in front of a listening audience of major brand marketing executives.

For more information about Portada Los Angeles on April 2, 2020 click here