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This week, Saint Valentine’s Day insights, interesting TV data, and more. Here’s your summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous Latam Consumer Insights Roundup here

 

Saint Valentine’s Day Insights

  • Four out of ten Mexican consumers said they intended to make a purchase online for Saint Valentine’s Day. Almost two thirds (60%) planned to make purchases both on and offline, and only 14% intended to get something at a physical store. The research, by the Mexican Association of Online Retail (AMVO), also found that 40% of consumers expressed they’d spend $351-$500 MXN on gifts for Saint Valentine’s Day. A smaller portion of the population (15%) planned to spend up to $2000 MXN. 

 

  • Procolombia, an organization that promotes exportation of Colombian goods, has also provided Saint Valentine’s Day Insights. According to their data, the most popular products in Colombia around February 14 are (in that order): flowers, chocolate, perfume, lingerie, jewelry, stationery, balloons, and plush animals.

 

Mexican TV Viewers and Online Shoppers

  • A recent survey by Mexico’s Federal Institute of Communications (IFT) has found that 72% of Mexicans watch open broadcast TV. According to the study, TV consumption grew by 8% since last year. In fact, 93% of respondents own a TV. The top viewing times for consumers are weeknights and weekend afternoons. Consumer’s preferred categories are news (44%) and movies (40%). 

 

  • In November 2019, household consumption in Mexico grew by 1.1% compared to the previous year. This is according to Mexico’s National Insitute of Geography and Statistics (Inegi.)The most relevant category for consumers was that of imported goods.

 

  • According to a recent study about online behavior by InternetMX, ecommerce in Mexico is now worth $299,660 million MXN. This represents a 22% growth compared to the previous year. Additionally, 80% of 83 million Mexican internet users have made a purchase online in the last 12 months.

 

 

 

 

What: The internet offers seemingly infinite ways for consumers to research products and services before making a purchase. Aeromexico and Palace Resorts explain how they leverage key benefits of marketing automation to start a conversation and turn consumers’ digital research into online and offline sales.
Why it matters: No matter how much technology brands throw at marketing, excellent content, and the human factor count for a lot, especially when consumers are purchasing an experience and not just on price.

Consumers’ Digital Research Speaks Volumes

Palace Resorts is not just any resort. Its 10 oceanfront properties spread across Jamaica and Mexico on the Caribbean and the Pacific offer an all-inclusive vacation of a lifetime. That’s why consumers looking for an exceptional experience do a lot of digital research before making their purchases.

“We’re not a commodity you buy on a budget. So we talk a lot about our destinations,” Gerardo Garcia, Palace Resorts’ Vice President of Sales and Marketing in the USA, told Portada during a sit-down interview at Portada Miami. “We try to bring the customer into a conversation.”

Our core business is to run successful hotels, so we have to find the right people on the technology side.

Potential guests often visit 20 websites before booking. So, Palace Resorts has to be sure it has excellent content at each of those touch points so as to engage consumers and promote the brand. “People dedicate a lot of time to their process of buying a vacation. Their digital research process creates that inspirational moment,” Garcia told Portada.

Key Benefits of Marketing Automation: Balancing the Human Factor With Technology

Palace Resorts loves it when customers buy online, but a large percentage of its guests have lots of questions before booking. Thus, having a call center and live chat are key tools in the purchasing process.

Garcia’s marketing team includes 15 people dedicated solely to responding 24/7 to customers’ questions posted on social media or at Trip Advisor. “The more I learn about technology, the more I value the human factor,” Garcia said.

Gerardo Garcia (left) at Portada’s Travel Marketing Board’s Portada Miami Meeting

Working with third-party vendors is a critical part of Palace Resorts’ marketing strategy. Allowing vendors to manage technologyallows us to focus on our marketing strategies and find the right channel to launch that campaign. Our core business is to run successful hotels, so we have to find the right people on the technology side. Otherwise it becomes overwhelming,” Garcia explained.

Automated behavioral email is also one of the most important channels for communicating with existing customers. In addition to its CRM software tool Clever, Palace Resorts uses HubSpot to send emails based upon customers’ preferences.

 

 

A First for Aeromexico

Aeromexico is the first brand in Latin America to create a chatbot to respond to customers’ questions on WhatsApp. According to the airline’s Paola Camacho Stern, senior specialist co-brand partnerships, other brands are taking notice.

If customers don’t get the answers they need, the chatbot transfers them to Aeromexico’s call center. Ppersonnel there has actually been reduced thanks to the assistance of the chatbot.

In spite of the technology, the human factor remains a critical component for ticket sales since Aeromexico prides itself on the superior experience it provides travelers both in the air and on the ground.

We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them.

“We have a lot of people that want to talk to a human being. What we are looking for is a balance. I don’t think the call center is going to disappear, but our digital will grow more until it finds a balance,” Stern said.

 

 

Communicating the Experience with Content

 

Aeromexico relies heavily on social media to communicate its brand and the airline’s experience. “We have very strong social media channels, a lot of followers. We are focusing on making people feel like we’re not just an airline but the best company to take them from one place to another,” Stern explained.

Paola Camacho Stern at Portada’s Travel Marketing Board’s Portada Miami Meeting

The airline buys paid advertising, and uploads videos on Facebook which is its “strongest” social media channel.

Traditional media, too, plays an especially important role in Latin America. It includes the use of radio, outdoor advertising print, the airline’s inflight magazine as well as advertising before feature films in cinemas.

Key benefits of marketing automation include email, and Aeromexico uses it to launch campaigns and promotions and tell customers about new routes. It does extensive a/b testing to find the best messaging. Aeromexico also segments its databases to personalize offers.

“We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them. Traditional channels are more expensive. You need to find a mix. You can’t put everything in digital.”

 

What: U.S. Digital Ad revenues surpass US$100 billion mark for the first time, hitting landmark US$107.5 billion in 2018, according to IAB Internet Advertising Revenue Report.
Why it matters: Record-breaking Digital Marketing spend represents 22% year-over-year growth.

U.S. digital advertising revenues in 2018 reached an all-time historic high of US$107.5 billion—exceeding the US$100 billion mark for the first time—according to the latest IAB Internet Advertising Revenue Report released by IAB and prepared by PwC US. This full-year 2018 total represents a 22 percent year-over-year increase from US$88.3 billion in 2017.

Mobile and video continue to lead digital marketing’s steady growth. Accounting for nearly two-thirds (65%) of 2018’s internet ad revenues, mobile reached US$69.9 billion, up 40 percent from the previous year at $50.1 billion. Advertising revenues from digital video saw the largest rise among all formats—an uptick of 37 percent—catapulting to US$16.3 billion in 2018 from US$11.9 billion in 2017.

As audiences have shifted away from traditional media, digital has been a dominant force in capturing their attention—first from desktop to mobile devices and more recently to connected TV, smart speakers, and digital out-of-home.

The report analyzes the drivers behind the dramatic growth, identifying that revenue stemming from eCommerce, including the emergence of the direct brand economy, has played a key role. With the rise of “social stories” as a tool to connect with today’s consumers, social media was also pinpointed as motivating factor in significant investment—with storytelling now catching fire across platforms and brands. In addition, technological advances, ranging from virtual reality to voice to 5G, were recognized as drivers and expected contributors to a continued robust advertising environment.

Other highlights from the report include:

  • Digital video on mobile devices continued its momentum, reaching US$10.2 billion in full-year 2018, a 65% rise from full-year 2017 at US$6.2 billion
  • Digital video ad revenues on mobile devices comprised 63% of all digital video ad revenues in 2018, up from 52% in the prior year.
  • Digital audio advertising grew 23% to reach US$2.3 billion, outpacing last year’s full-year revenue of US$1.8 billion
  • Social media revenue rose to US$29 billion in 2018, an increase of 31% from US$22.1 billion in the previous year

“Surpassing US$100 billion in annual revenue is a watershed moment for the digital advertising ecosystem—one built on its power to build direct relationships between brands and today’s consumers,” said Randall Rothenberg, CEO, IAB. “Innovative platforms like over-the-top television, podcasts, virtual reality, and augmented reality all have the potential to help marketers forge even stronger ties with audiences, as brands navigate the new ‘consumer first’ playing field.”

“Digital marketing has unequivocally secured the lead in media market share, just as it has taken the lead in consumer mindshare,” said Anna Bager, Executive Vice President of Industry Initiatives, IAB. “As audiences have shifted away from traditional media, digital has been a dominant force in capturing their attention—first from desktop to mobile devices and more recently to connected TV, smart speakers, and digital out-of-home.”

“Advertisers are placing a premium on mobile and video, and in turn the two are fueling the ongoing rise of digital marketing,” said Sue Hogan, Senior Vice President, Research and Measurement, IAB. “And the 5G promise of lightning fast speed and decreased latency presents opportunities for businesses and consumers alike: a smoother user experience, which could further consumer ease with use and frequency of ecommerce on small screens; and it would allow for greater innovation in ad formats. As companies prepare for 5G—and its rollout gains momentum—we can anticipate even more healthy digital growth.”

“Year after year, brands have been increasing their commitment to digital as a primary channel to reach consumers,” said David Silverman, Partner, PwC US. “The analysis in this report highlights important drivers and trends that could influence interactive’s trajectory in the years to come, as marketers look to new formats and technologies to help them connect with consumers.”

IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by the New Media Group of PwC. The results are considered a reasonable measurement of interactive advertising revenues because the data is compiled directly from information supplied by companies selling advertising on the internet. The survey includes data concerning online advertising revenues from web sites, commercial online services, free email providers, and all other companies selling online advertising.

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.

  • Facebook says 3 million advertisers are now using its new Stories format on the Facebook, Messenger and WhatsApp platforms. Some 500 million post Stories daily and the format won the largest portion of year-over-year ad impressions growth during the first quarter of this year, according to Facebook’s Q1 results as reported by CNBC.

 

  • Brands may have a significant opportunity to increase their reach to consumers on social media when users unlock their cell phones, according to a new study by Verto Analytics. The study found that messaging and social media apps trigger more than 100 unlocks per user per month. The study also found that approximately 16% of Facebook usage on cell phones happens when the social media app is relaunched when the mobile phone is unlocked.

 

  • Facebook’s user base continues to grow in spite of the social media platform’s legal and privacy problems with regulators. The Facebook, Messenger, Instagram, and WhatsApp platforms have 2.7 billion monthly users worldwide and 2.1 billion open one of the apps everyday, according to reporting by Tech Crunch. Facebook grew its user base in Europe by 4 million during Q1 of this year.

 

  • More than 40% marketers surveyed by the Interactive Advertising Bureau and Winterberry Group said predictive modeling and segmentation will be their main focus this year. AI is increasingly being used by brands to arrive at more lucrative market segmentation from data gathering. More than half of those surveyed also expressed concern about the impact increased regulation may have on their data gathering and analysis capabilities, as reported by Emarketer.

 

  • Officials in Great Britain are recommending increased regulation of internet content that could result in individual liability for executives of large internet platforms like Google and Facebook, according to reporting by The New York Times. Prime Minister Teresa May was quoted by the Times as saying “for too long these companies have not done enough to protect users, especially children and young people, from harmful content.”

 

  • More images may mean higher SEO rankings by Google, according to research by seoClarity as reported by Media Post. The research found images were appearing more frequently in the top search results. Researchers said SEO optimization strategies need to take account of search engine users’ preference for images over text, as keywords used used in searches contain images more than one third of the time.

 

  • The online shopping application Dote has attracted $12 million in new funding and will offer online shopping parties to users that seek to replace the experience of going to the mall with friends. The application allows shoppers to make purchases on the Dote app from a range of retailers and includes recommendations from social media influencers, according to reporting by Tech Crunch.

What: Demographics may have once been the Golden Rule for turning market segments into sales. But Volaris goes deeper with platform marketing that tracks and analyzes exactly what customers do online. As a result, the airline can see what messaging and channels work best.
Why it matters: Moment to moment, Volaris is watching consumers’ internet browsing behaviors. Using a constantly updated algorithm for precise attribution, the airline drills down to individual preferences to convert interests and preferences into ticket sales.

Male, female, Baby Boomer, Generation Y: the basics of market segmentation have guided brand marketing and media purchases for years. But AI-powered attribution anchored in methods for tracking consumers’ behaviors online have changed the playing field forever.

Take the Mexican low-cost airline Volaris. Volaris sold its first ticket in 2006. It flies to domestic and international destinations in the Americas. As a result, its domestic market share in Mexico tops 30-percent.

In the highly competitive field of airline ticket sales, Volaris’ Head of Performance Marketing Jose Langarica is all things digital. In a sit-down interview with Portada at Portada Miami, he pulled the curtain back on how the brand uses sophisticated attribution and data analysis to identify and convert potential customers.

One key takeaway Langarica offered is that where and what consumers do on digital is now more important than which demographic segment they belong to.

We analyze all channels but focus on the one channel that had more impact than another.

Platform Marketing and Online Behaviors

“We look more at conduct, not demographics,” Langarica told Portada. “I’m interested in how often you purchase, how often you’ve been looking for flights, are you looking for swimwear.”

Using what Langarica said is a “very complex algorithm,” the airline assigns a value to each of the digital touchpoints consumers make.

Using its own and third-party data, tracking online behaviors combined with its algorithm lets Langarica’s team see well beyond demographics. Consequently, it can drill down to consumers’ individual preferences and learning which channels and which messages work best.

“What we do is analyze all of the touchpoints and look at the consumer’s behavior at each one: did they open or not open an email, did they see a banner ad but not click on it,” Langarica explained.

Volaris has its finger on the pulse of “all the digital channels,” and consequently works with content to bring consumers to the Volaris page for a purchase.

Attribution: Measuring Which Channels and What Content Work Best

A consumer may start the day viewing a Volaris email. Then they see the brand on social media, and later Volaris content on their computer. Then later in the day, the consumer may see a video or an announcement that they click on which converts into a sale.

“We analyze all channels but focus on the one channel that had more impact than another,” Langarica told Portada, discussing the airline’s platform marketing technology.

Volaris is testing its attribution model “all the time.”

We look more at conduct (online), not demographics.

The most important channel varies depending upon the campaign. “It depends on the promotion and the objective. The attribution model has to be very well defined,” Langarica said.

“What was the channel that produced the conversion: that is the most important,” he said.

Third-Party vs. First-Party Data

Volaris uses third-party data in its analysis of consumer preferences and digital behaviors. But Langarica said first-party data is the “most trustworthy.”

“With third-party data, you don’t have the same level of confidence.”

Which key performance indicators does the airline use?

Langarica said he looks at the number of website transactions. They include those on Volaris’ own application which is available on the Apple Store and at Google Play.

He said he also looks at the revenue each transaction generates. 

Volaris’ application can be downloaded to either a mobile phone or a tablet and, according to Langarica, there are customers that prefer to purchase their tickets through the application.

What: Major media and brand executives gathered at Portada Miami to share their experience and vision of the rapidly evolving landscape of marketing technology in Latin America.
Why it matters: The twelfth annual edition of #PortadaMIA focused on how technological innovation is reshaping the Latin America and US marketing space, and provided key takeaways on topics including ROPO, how data drives content, e-commerce, pan-regional marketing, and Miami’s growing importance as a marketing hub.

An impressive roster of marketing and media professionals gathered at the twelfth edition of Portada Miami to share their experience, vision, and insights into the rapidly advancing landscape of marketing technology in Latin markets, as well as the U.S.

Key takeaways included:

  • The right data can be hard to find, and even more difficult to build when understanding the consumer in Latin America.
  • Brands shouldn’t shy away from partnering with third-party providers when gathering and analyzing the data needed to provide actionable insights.
  • Back to basics still count: clearly established objectives should always drive the use of data and marketing technology.
  • Know your data sample: be sure it accurately represent the market you’re targeting.
  • Carefully monitor how your target audience consumes content so you know what relevant content is before you build a content strategy.
  • Research online is going to continue to grow and trigger sales.
  • Visiting websites is one of the most common activities on mobile phones in LATAM.
  • The online consumer today is not determined by demographics but rather by their interaction with digital.
  • Miami’s diverse workforce reflects what the U.S. will look like in years to come.
People engage with content that they believe in. That is one of the strengths of CNN.

Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/US, kicked off Portada Miami with remarks highlighting the importance of making content relevant to consumers. “People engage with content that they believe in. That is one of the strengths of CNN,” she said. The day’s Thought Leadership Breakfast sponsored by CNN also emphasized the importance of the mobile phone for communicating with markets, as well as the growing role of voice-activated speakers like Alexa in consumers’ daily lives. It was also noted that there are more than 5 million hours of content uploaded to video platforms every day.

 

 

To Partner or Not to Partner

The debate over when, how and whether to partner when building data and content strategies was extensively debated by participants at #PortadaMIA, reflecting the lasting importance of this key question for brands. “There is a lot of data, so using the right technology and not being afraid to partner with the people that can give you the actionable insight,” is very important, Ana Hoyos, Director of Meltwater Latin America, advised during the day’s second panel Marketing Tech in Latin America: The Opportunities Ahead.

Speakers at the day’s first panel had a back-to-basics message for their audience, emphasizing the need to take care that your data sample accurately reflects the markets. Establishing clear objectives at the start of any initiative also won resounding agreement from the panel participants.

“I always ask: what is your objective when you start a project?” panelist Andrew W. Russo, VP of Data Science at Starmark, advised listeners.

Build Connections with Relevant Content

Portada Miami participants repeatedly emphasized the importance of making content relevant to the target market. Watch what your target audience is consuming content for, and how that relates to commerce. Understand what is relevant content before creating your content strategy, Andres Amezquita, VP Digital and Commercial Excellence at StanleyBlack & Decker told attendees.

That point was endorsed again by Carlos Leal, Marketing Director at Rappi, when he was interviewed by Kate Canel, Director of Performance Media at The Shipyard during the panel ROPO: A Deep Dive held in the afternoon.

It’s not demographics that determines the online consumer, but instead, watch their interaction with digital, Leal said. “The ROPO effect consolidates the strength of digital as an information channel.”

But Leal warned his audience that the ROPO (Research Online, Purchase Offline) consumer, because he or she tends  to always be informed before buying, tends to be more unfaithful at the point of sale. “The ROPO consumer feels like researching in digital, but his purchase is still conditioned by the need to see product advice from a seller,” Leal said.

 

Miami: Gateway to Latin America

Golin’s Scott Farrell and Pepsi’s Carlo Espinoza

Portada Miami attendees applauded remarks by Carlo Espinoza, Senior Marketing Manager, Latin America Beverages, Pepsico highlighting Pepsi’s phenomenally successful campaigns reaching out to new generations of consumers in Colombia and Jamaica.
And the backdrop of Miami’s spectacular waterfront and the towering Brickell City Centre served as perfect reminders of the importance of Miami in pan-regional marketing and as a gateway of diversity to Latin America.
An influx of new immigrants to the city, and the excellence of Miami’s colleges and universities contribute to creating a vibrant and diverse workforce that is a harbinger of what the U.S. will look like in the years to come, said Joseph Roisman, EVP, Perry Ellis International during the day’s final panel Miami’s Evolving Role As A Marketing Hub: A Brand Marketer’s View.

The Portada Data and Content Marketing Forum this Wednesday April 3 in New York City is a great opportunity  for brand, agency and media executives  to learn directly from the experts how data and content are being leveraged for increasing ROI. A star-studded list of speakers, which includes CNN’s Robin Garfield, Heineken’s Belen Pamukoff, Sotheby’s International Realty’s John Passerini, Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds  and the Washington Post’s Annie Granatstein will dive deep into how data analytics drive content strategies and ultimately content influences commerce.

If you are looking for fresh insights into how data and content are driving  advertising and e-commerce, get your tickets now  for the Portada Data and Content Marketing Forum which will take place in New York City at the Cachet Boutique Hotel on April 3.

The event includes a special breakfast panel courtesy of CNN en Español as well as time set aside for valuable networking.

Here’s what you can’t miss:

CREATING MEANINGFUL CONNECTIONS WITH AFFLUENT CONSUMERS

John Passerini, Global VP Interactive Marketing, Sotheby’s International Realty
John Passerini is on a roll, and Sotheby’s International Realty is reaping the benefits of his “digital first” approach
to the venerable firm’s marketing, raising the bar in the industry and connecting with  consumers in new
and highly personalized ways. How is he leveraging AR and video to create content that builds market loyalty even before a customer makes a purchase? How can a company’s own AR application be used to drive sales? What approaches and decisions are driving Sotheby’s digital success?

 

HOW DATA AND CONTENT CONTINUE TO FUEL THE EVOLVING WORLD OF ADVERTISING

Join a highly informative and insightful discussion of how data and content are joined to produce a higher return on investment for brand marketers. Hear valuable experiences from both sides of the marketing coin: media and brand strategists. as well as agency

Moderator, Guillermo Arduino, CNN Anchor and Correspondent for Encuentro, CNN en Español

 

 

 

Robin Garfield, SVP, Research & Scheduling, CNN

 

 

 

LaToya Christian, Managing Partner Marketing Strategy and Analytics, GroupM

 

 

 

Belem Pamukoff, Heineken Brand Director, Tecate & Tecate Light

 

 

DRIVING CONTENT WITH DATA AND AI

AI is sweeping the marketing and customer communications landscape by storm. Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds and Annie Granatstein, Head of WP BrandStudio, The Washington Post will reveal how Oppenheimer Funds and the Washington Post partner to leverage data and ensure that native content is served within contextually relevant content served up by WAPO.. Hear how these brand and tech innovators answer questions about the role of AI, how brands who do not use first party data or a DMP can profit from a partnership with a publisher and more….

Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds

 

 

 

Annie Granatstein, Head of WP BrandStudio

 

 

 

 

CONTENT PREFERENCES OF SPANISH-SPEAKING CARIBBEAN CONSUMERS IN THE U.S.

What are the best-in-class content passion points being used to reach the more than 8 million Puerto Rican, Dominican and Cuban consumers on the US mainland? How are brands successfully marketing to this important part of the Hispanic population? Hear all the answers from Augusto Romano, CEO of
DIGO Hispanic Media who will be interviewed by Edwina Morales, Group Media Director Multicultural at Horizon Media.

 

CONTENIDO EN ESPAÑOL

Juan Carlos Samper, CEO, We Are Content

Get ready to hear insights and leading-edge tips on Spanish-language content marketing in the United States from Juan Carlos Samper, the CEO of We Are Content. We Are Content is a site where agencies and brands can connect with thousands of providers of content strategy marketing including video and animation, photography, audio, music, design, translation and copy.

CASE STUDY: A CONTENT DISRUPTOR

INQMC is a rapidly growing e-commerce business leveraging content to build market share in the fintech sector. CEO Marcelo Rodriguez will explain how INQMC, a digital financial advisor and digital financial platform, is using content strategy and technology to connect under capitalized Hispanic businesses with small-business lenders. Rodriguez will pull the curtain back on the techniques and insights INQMC’s is deploying to grow its brand and customers’ loyalty. “As Hispanic entrepreneurs in the US, we saw thriving businesses unable to grow because of their lack of financial knowledge and access to capital.”

 

Enjoy the sights and sophistication of the Big Apple and hone your data and content marketing skills at the same time. Click on the banner below now!

The Portada Data and Content Marketing Forum  next Wednesday April 3 in New York City is a great opportunity  for brand, agency and media executives  to learn directly from the experts how data and content are being leveraged for increasing ROI. A star-studded list of speakers, which includes CNN’s Robin Garfield, Heineken’s Belen Pamukoff, Sotheby’s International Realty’s John Passerini, Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds  and the Washington Post’s Annie Granatstein will dive deep into how data analytics drive content strategies and ultimately content influences commerce.

If you are looking for fresh insights into how data and content are driving  advertising and e-commerce, get your tickets now  for the Portada Data and Content Marketing Forum which will take place in New York City at the Cachet Boutique Hotel on April 3.

The event includes a special breakfast panel courtesy of CNN en Español as well as time set aside for valuable networking.

Here’s what you can’t miss:

CREATING MEANINGFUL CONNECTIONS WITH AFFLUENT CONSUMERS

John Passerini, Global VP Interactive Marketing, Sotheby’s International Realty
John Passerini is on a roll, and Sotheby’s International Realty is reaping the benefits of his “digital first” approach
to the venerable firm’s marketing, raising the bar in the industry and connecting with  consumers in new
and highly personalized ways. How is he leveraging AR and video to create content that builds market loyalty even before a customer makes a purchase? How can a company’s own AR application be used to drive sales? What approaches and decisions are driving Sotheby’s digital success?

 

HOW DATA AND CONTENT CONTINUE TO FUEL THE EVOLVING WORLD OF ADVERTISING

Join a highly informative and insightful discussion of how data and content are joined to produce a higher return on investment for brand marketers. Hear valuable experiences from both sides of the marketing coin: media and brand strategists. as well as agency

Moderator, Guillermo Arduino, CNN Anchor and Correspondent for Encuentro, CNN en Español

 

 

 

Robin Garfield, SVP, Research & Scheduling, CNN

 

 

 

LaToya Christian, Managing Partner Marketing Strategy and Analytics, GroupM

 

 

 

Belem Pamukoff, Heineken Brand Director, Tecate & Tecate Light

 

 

DRIVING CONTENT WITH DATA AND AI

AI is sweeping the marketing and customer communications landscape by storm. Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds and Annie Granatstein, Head of WP BrandStudio, The Washington Post will reveal how Oppenheimer Funds and the Washington Post partner to leverage data and ensure that native content is served within contextually relevant content served up by WAPO.. Hear how these brand and tech innovators answer questions about the role of AI, how brands who do not use first party data or a DMP can profit from a partnership with a publisher and more….

Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds

 

 

 

Annie Granatstein, Head of WP BrandStudio

 

 

 

 

CONTENT PREFERENCES OF SPANISH-SPEAKING CARIBBEAN CONSUMERS IN THE U.S.

What are the best-in-class content passion points being used to reach the more than 8 million Puerto Rican, Dominican and Cuban consumers on the US mainland? How are brands successfully marketing to this important part of the Hispanic population? Hear all the answers from Augusto Romano, CEO of
DIGO Hispanic Media who will be interviewed by Edwina Morales, Group Media Director Multicultural at Horizon Media.

 

CONTENIDO EN ESPAÑOL

Juan Carlos Samper, CEO, We Are Content

Get ready to hear insights and leading-edge tips onSpanish-language content marketing in the United States from Juan Carlos Samper, the CEO of We Are Content. We Are Content is a site where agencies and brands can connect with thousands of providers of content strategy marketing including video and animation, photograpy, audio, music, design, translation and copy.

CASE STUDY: A CONTENT DISRUPTOR

INQMC is a rapidly growing e-commerce business leveraging content to build market share in the fintech sector. CEO Marcelo Rodriguez will explain how INQMC, a digital financial advisor and digital financial platform, is using content strategy and technology to connect under capitalized Hispanic businesses with small-business lenders. Rodriguez will pull the curtain back on the techniques and insights INQMC’s is deploying to grow its brand and customers’ loyalty. “As Hispanic entrepreneurs in the US, we saw thriving businesses unable to grow because of their lack of financial knowledge and access to capital.”

 

Enjoy the sights and sophistication of the Big Apple and hone your data and content marketing skills at the same time. Click on the banner below now!

What: Horizon Media has launched Big, a new consultancy designed to provide big resources to service start-ups, e-commerce, and emerging brands.
Why it matters: Horizon understands that start-ups, e-commerce, and emerging brands need partners who are completely vested in their mutual success.

 

Horizon Media has announced that it has launched Big, a new agency designed to provide big resources to start-ups, e-commerce, and emerging brands. Big will be led by Gene Turner, EVP Chief of Horizon Next, who will now oversee both Horizon Next and Big.Big’s mission is to deliver business outcomes for its clients, which is why it has developed a compensation model based one-hundred percent on driving improved business outcomes. With this simple but ambitious mission, Big aims to position itself as a true business partner for its clients. In launching Big, Horizon understood that only a committed partner could bring an integrated strategy, big thinking, and access to vast resources and marketing technologies that are essential for these ambitious companies to achieve their full growth potential.“With fast, seamless integration, Big is firmly positioned to drive business outcomes over the long term through the optimal balance of data-driven efficiency, and insight-driven content, to create compelling, relevant and rewarding brand stories that drive consumer action and deliver business outcomes,” said Gene Turner, EVP Chief of Horizon Next.

According to the press release, Big’s core offering will be holistic data management and customized access to brand strategy, consumer insights, trend analysis, social listening, customer journey mapping, channel planning, strategic media investment across all channels, SEO consulting, programmatic buying, content marketing, brand health, path to conversion analysis, reporting and analytics.

“We believe that our compensation model, one based entirely upon delivering improved business outcomes, represents a true commitment to business partnership and the success of our clients,” said Vincent O’Toole, Horizon EVP Chief Operating Officer and Chief Financial Officer. “It is also a clear signal of the confidence we have in Big’s ability to disrupt the industry and the value it will generate for our clients.”

In 2015, Horizon launched a new media agency, Canvas Worldwide, in a joint venture with INNOCEAN Worldwide. Canvas was launched to service the Hyundai and KIA businesses, but it has added new clients such as Heineken USA, Breville, Annapurna Pictures and Wingstop Restaurants. In 2016, Horizon turned its direct marketing division into a standalone entity, Horizon Next. The launch of Big continues Horizon’s expansion into new markets.

What: We looked at the top 15 online retail sites visited by shoppers in the U.S. in December of 2018 and how they scored in numbers of visitors.
Why it matters: In spite of disappointing comparable store sales in December, the Macy’s website racked up a strong finish to the year, moving up two places in overall share of total visits to the top 15 sites ranked by comScore. Walgreens managed to make it into the top 15 rankings.

Number of visitors to the Top 15 e-commerce sites in the U.S., December 2018
Total Audience, Home and Work, PC/Laptop1,071,628
SiteTotal Unique Visitors*
Amazon Sites206,103
Wal-Mart131,911
eBay109,423
Target Corporation79,098
Apple.com Worldwide Sites72,845
Kohl’s Corporation59,074
ETSY.COM55,970
Best Buy Sites55,000
Samsung Group51,953
Macy’s Inc.46,123
WISH.COM45,056
The Home Depot, Inc.45,056
Ticketmaster43,605
Wayfair38,194
Walgreen Co.32,217

Source: comScore
*Numbers reported as shown

Macy’s comparable store sales disappointed in December of 2018, but online, the retailer moved up three rankings among the top 15 most-visited sites in the U.S. compared to the prior month. Analysts reported last month that Macy’s missed its predicted sales, clocking in a 1.1% comp sales increase for the nine-week holiday period, almost a full percentage point below expectations.

Online, however, the retailer saw nearly a half percentage point in increased visits over November, moving to 10th place among the top 15 sites analyzed in overall visits compared to 13th place in November. Kohl’s also saw a comparable store sales increase of 1.2% in the November-December period, but Kohl’s managed to maintain its 5th place in the comScore rankings.

Etsy, the e-commerce website dedicated to handmade or vintage items, surged in the rankings from 9th place in November to 7th place in December.

  • Amazon held fast to its first-place ranking in the top 15 sites, with 19.2 percent of all site visits, an increase over the 18.8 percent in November.
  • Amazon saw an increase in visitors to its site of just over 4,000 in December.
  • Target managed to edge out Apple for fourth place in the rankings. Apple’s overall share of site visits dropped from 7.6 percent in November to 6.8 percent in December.
  • The Home Depot also suffered a decrease in positioning, dropping to 12th place in December from 10th place in November.
  • Lowe’s Home Improvement dropped out of the top 15 most visited sites in the US in December, and Walgreen’s made it into the top 15, taking 15th
  • Etsy moved up to seventh place in the rankings in December from ninth place in November, increasing its percentage share of all visits to the top 15 sites from 4.6 percent in November to 5.2 percent in December.
  • eBay maintained second place in the rankings and won a slight increase in visitors over the month of November.

Our bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Internet access driving e-commerce growth

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

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

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

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

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

LATAM e-tailing to grow by 19%

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

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

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

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

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

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

MercadoLibre the leader

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

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

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

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

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

“It’s definitely a travel market.”

The entire region is growing in double digits.

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

Seeing into e-commerce’s future in LATAM

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

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

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

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

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

What: WPP’S agencies POSSIBLE and Mindshare have partnered to help brands leverage their media and ecommerce investments across the Amazon ecosystem.
Why it matters: It’s a first-of-its-kind combination of the media planning and buying, data analysis and strategy expertise of Mindshare with the ecommerce, data analysis and creative expertise of Possible.

WPP’S agencies POSSIBLE and Mindshare are launching a new offering to help brands leverage their media and ecommerce investments across the Amazon ecosystem. To continue to meet the needs of clients on such a vast platform, POSSIBLE and Mindshare have teamed up to create the first comprehensive solution for brands across Amazon.

This combined offering will leverage the full media and ecommerce capabilities of both agencies and the wider WPP ecosystem. Pairing the media planning and buying, data analysis, and strategy expertise from Mindshare with the ecommerce, data analysis, and creative expertise of POSSIBLE, both agencies will unify sales, brand marketing, and shopper and ecommerce efforts for greater efficiency and impact.

55 percent of US consumers now begin an online product search on Amazon, and 64 percent of US households are now Amazon Prime members

Together the companies  will offer:

  • Channel strategy, assortment optimization, content development and optimization, and shelf management
  • Media planning, buying, and optimization on Amazon
  • Innovation services focused on building new brand experiences (Dash, Alexa, etc.)
  • Measurement, reporting and analytics that provide a holistic understanding of a brand’s presence and performance within the Amazon ecosystem
  • A centralized source of knowledge and insight focused on Amazon Prime members

“Our clients consistently ask POSSIBLE to be their one-stop-shop for Amazon,” says Frank Kochenash, global SVP of commerce at POSSIBLE. “This partnership allows us to bring brands the deepest expertise across all the levers they need to pull. Mindshare are media experts and we are thrilled to partner with Joe Migliozzi and his Shop+ team.”

Further bolstering this offering, POSSIBLE’s recent acquisition of Marketplace Ignition deepens POSSIBLE’s expertise and experience in all aspects of the Amazon ecosystem, from supply chain and operations, to assortment planning, operational marketing, content optimization, and search management.

Mindshare will bring its Shop+ media and commerce capability, which is already an established Amazon Media Group (AMG) partner and which includes: SEO/SEM, content development, analytics and reporting as well as its status as one of a handful of approved Amazon Alexa developers – allowing Mindshare to create Skills for Amazon’s voice activated AI assistant. Mindshare will also leverage GroupM’s mPlatform capability for programmatic services and will bring this full-service solution to GroupM clients globally.

The offering will be available through POSSIBLE and Mindshare in Seattle, New York, Cincinnati, San Francisco, Los Angeles, Atlanta, London and Singapore.

Amazon has become central to the lives of both consumers and brands. In fact, 55 percent of US consumers now begin an online product search on Amazon, and 64 percent of US households are now Amazon Prime members. This makes Amazon not just a retail giant, but one of the world’s largest media owners.

Join us at PORTADA Mexico!

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Source: ShareThis
Source: ShareThis

New studies connect the dots between social and revenue. It’s still a fuzzy picture, but retailers definitely are finding ROI in social media.

Instagram is the latest social network to get serious about analytics. It’s begun rolling out a suite of business tools that it says will help brands measure brand awareness on Instagram through impressions, reach and engagement and show the performance of individual ads within paid campaigns.

It’s a good move, because almost every brand – nine of out 10 – will be on social media this year, according to eMarketer. It’s a crowded space, and there’s now a pretty bewildering assortment of ROI studies – but at least they all show retailers can get ROI from social media.

Many social media shares and pins are aspirational: They know what they want but are not ready to buy so they pin it. If they really wanted to buy it, they’d just buy it.

The conversion rates for social networks differ by the product category, according to Convertro, an attribution-modeling platform acquired by AOL Platforms in May. Its analysis of $1 billion in sales, within 500 million clicks and 15 million conversions during the first quarter of 2014 tracked by Convertro found that YouTube had the highest influence at the top and bottom of the purchase funnel. Twitter, on the other hand, was the strongest influence in the middle of the customer journey.

“YouTube is strong in the front because people often start their exploration with either search or YouTube search. Social media is more of a research ally,” says Jeff Zwelling, CEO of Convertro.

At the same time, social media’s impact on conversion varies widely by the product category, according to Convertro, with the highest impact on food and beverages, followed by apparel and accessories, and then, home furnishings.

Source: Convertro
Source: Convertro

Zwelling thinks that many social media shares and pins are more aspirational: “They know what they want but are not ready to buy so they pin it. If they really wanted to buy it, they’d just buy it.”

That idea is supported by an internal analysis of ShareThis data on consumption and sharing by Hispanic Millennials. It found that, in the style and beauty category, 22 percent of page views were related to coupons and deals, while only 7 percent of the shares were. On the other hand, news and editorial related to the category accounted for 9 percent of all browsing but 26 percent of all sharing.

Source: ShareThis
Source: ShareThis

“People say they want to help people and share useful things, but what they actually share is more about [public image],” says Andy Stevens, vice president of research and strategy for ShareThis. He advises brands in all categories to be aware of these motivations for sharing. “It’s often aspirational — letting people know about yourself in a positive light.”

Where social media misses Hispanics

As we know, Hispanic consumers over index on social and mobile – but the picture is different when it comes to shopping conversions. In a study ShareThis did with Unilever and Mindshare, it found strong differences in the influence of social media on shopping among Hispanics.

This study found they share five times more often than non-Hispanic users, and what they share is 35 percent more likely to be clicked on than content shared by the general population. They’re also twice as likely to purchase the kinds of products they share about compared to non-Hispanic consumers.

But Hispanics are less likely to use Pinterest and Twitter for sharing content, which is a bummer for retailers. According to ShareThis, Pinterest is the top social channel for conversations about shopping.

Hispennials and social shopping

The retail ROI picture may be different when it comes to younger Hispanic consumers. The millennial segment as a whole is the hottest prospects for social shopping, according to another ShareThis study of 58 million American Millennials. They’re twice as likely to purchase a product they’ve shared, while Pinterest is the top social media site overall.

There’s evidence that Hispennials are converging with Millennials when it comes to mobile, social media and shopping. While mobile accounts for only 7 percent of Hispanic consumers’ sharing activity, Hispennials’ mobile sharing is the same as their non-Hispanic counterparts.

Hispanic millennials share on mobile as much as their non-Hispanic counterparts, and use Twitter and Pinterest just as often. The generational similarities also hold true when it comes to what content millennials, both Hispanic and non-Hispanic, consume and share.

Value for retailers

Social media networks like Pinterest offer retailers more sales and plenty of other benefits, according to Pinterest marketing expert Anna Cadiz Bennett, principal of White Glove Social Media: Retailers can collect market intelligence, and multichannel retailers can use Pinterest to find out what shoppers are most interested in and then showcase them in physical stores. It can also raise the brand profile, attract new customers and help with search engine rankings.

Pinterest, especially, lets brands collaborate with consumers, for example, by creating group boards. “When people contribute to your board, someone else is creating content for you,” she says.

While there may not be so many Hispanics on Pinterest right now, Bennett notes that several brands have created content targeting this group. Most of it does focus on Hispanic culture, rather than on specific products, with a strong emphasis on food. Brands can find the most important topics thanks to Pinterest’s search suggestion tool, by starting to type “Hispanic.”

hispanic pinterest search

She also advises her clients to make use of third-party tools. She says, “At the end of the day, your goal is to drive more traffic to your website.” Google Analytics will show whether Pinterest is a source of referral traffic and how much, while analytics services including Piqora can deliver metrics such as total revenue generated from Pinterest, revenue per Pin, etc.

Piqora

A 2014 study by researchers at the University of Minnesota and Georgia Institute of Technology found that the most popular Pinterest category by far is food and drink, followed by DIY/crafts and home décor. Says Bennett, “If you’re in those verticals you should be on Pinterest.”

Point and buy

The rise of social media in retail and ecommerce could be tied to an increasingly post-literate, point-and-click society, according to Zwelling. “We are gravitating into a world in which people are more likely to hear and see than to read something,” he says. And, after all, visual sites like Pinterest more closely replicate the in-store experience, where shoppers are led by their eyes.

Meanwhile, social media use grows and new networks proliferate. In its 2013 Social Commerce Breakdown, AddShoppers says that Wanelo.com, a sort of combo of Pinterest and Etsy aimed at retailers, is growing phenomenally, tripling its number of shares.

(Wanelo has posted a quote from Urban Outfitters saying its traffic from the site converts four times than any other social network.)

Then, there’s StumbleUpon, the news-sharing site. Understandably, it’s got the lowest conversion rate of any network AddShoppers studied; but it also has the highest average order value, at $238.53.

Says Peter Messmer, vice president of customer success at AddShoppers, “The trend we’re seeing is social network use in general is expanding and it’s not winner takes all.”