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Joe Kutchera

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How are major marketers doing content marketing to engage their Latin American target consumer? One example is ximena.p&gSoloEntreAmigas, a P&G site “aimed at girls between 13 and 24 years of age, where a variety of articles, videos, chats and quizzes can be found. “It is about providing them guidance as they undergo the complex changes that every  girl experiences when she is becoming a woman, says Ximena Moreno, Key Account Sales Manager for Procter & Gamble,  in the book edited by Joe Kutchera, E-X-I-T-O (“SUCCESS”): Your digital marketing strategy in 5 steps.

Context

soloentreamigasSoloEntreAmigas is part of the Girls World Daily “content syndication program that is present  in 43 countries and in Latin America, including Mexico, Argentina, Brazil, Chile and Venezuela. In 2011, SoloEntreAmigas went through a global relaunch in Latin America led by Ximena Moreno.

Objective

The site, sponsored by the Tampax and Always brands, sought to become a community where relationships between users and brands were set through different experiences and contests.

In Moreno’s words, the challenges were two: “1) provide a more modern, fresh and innovative site that is appealing to the target audience and, 2) To unify platforms across different regions to ensure easy and rapid evolution.. Using modular architecture the new strcuture would allow to leverage the use of video platforms, to integrate  social networks and to facilitate eCommerce. ”

Planning

For the relaunch in Latin America, Ximena Moreno says in E-X-I-T-O (“SUCCESS”) that “The most important thing was to understand the content needs of our clients, to define  the content, decide which sections to group together as well as to make a  fresh design to provide SoloEntreAmigas a younger and more feminine look and feel in order to reflect each day in  an adolescents life. ”

The project was guided on global agencies, but we provided a local touch that was revised by the legal team.

During the relaunch process, Ximena Moreno and Karen Ronquillo (brand manager for P&G) worked as Style Editors, Search Optimizers and also as Creatives. “The work was based on the guidance of global agencies and their strategies, but giving it a local touch revised by the legal team,” Moreno explains.

Content

SoloEntreAmigas sources its content from regional and national specific content generators. “Their job is to keep the site updated and suggest content based on their own research or experience as specialists. Thus we know that what is being posted on our site, will not only entertain girls, but also be useful because it was created by experts, “says Moreno.

Brands

tampaxIn Latin America, the site is sponsored by Always and Tampax, both Procter & Gamble brands (in other regions, there are other brands related to adolescents personal care participating.) “The role of the sponsoring brands is to provide expert content on the topic of relevant sections, and share details about their product line, in this case, feminine protection,” says Moreno. The sponsored content is inside an additional section, called “Products”, to avoid to be mix edwith other content.

Results

According to Moreno, “SoloEntreAmigas has reached high levels of engagement with its audience, with an average of 6.5 minutes spent on the site. Moreover, the redesign includes regular standard surveys (ForeSee) performed to understand how well they meet the expectations of consumers, achieving a rating of 80/100.” “On the other hand, the highest recognition we have received is to see all the comments from girls on the site: some congratulating us and others encouraging us to keep on improving,” Moreno concludes.

Read this article in Spanish: Marketing hacia Latam-Solo Entre Amigas – Procter & Gamble

The information referred to in the following article was taken from Joe Kutchera’s  book E-X-I-T-O (“SUCCESS”) : Your digital marketing strategy in 5 steps. The authors have donated 100% of the profits from the book to the nonprofit organization “One Laptop Per Child”. The authors provide a sample of the book with some chapters and audios to Portada readers here.

Our Third Quarter 2014 (Issue 55, Year 12) in Digital Magazine Format! Download it at the bottom of this page.

  • ARE YOU READY FOR DEVICE AGNOSTIC MARKETING? Consumers have gone multiscreen for years now. But are corporate marketing departments and media buying units ready? As importantly, do they have accurate data about cross-device usage and engagement?
  • MARKETER INTERVIEW: OLIVIER FRANCOIS, CMO, CHRYSLER: Chrysler’s Chief Marketer notes that his brands Jeep, Dodge, Ram Trucks and Fiat each have a strong presence among Hispanics and represent significant sales opportunities in key segments.
  • NEWS AND TRENDS: Multicultural and media planning firms fine-tune their offerings: NuvoTV buys Fuse, expands distribution network: Kraft’s programmatic push includes Hispanic: Quad buys Brown Printing …and more.
  • SOUNDING OFF: The gist of Thought Leadership Columns by
 Joe Kutchera, Mike Caprio and Ronald Bautista.
  • RESEARCH: Mobile Media: Google leads in combined browser and app audiences while Facebook has the most visited app.
  • OUR VIEW: Content Marketing, a boon for Hispanic advertising agencies.

Flipboard, the  social-network aggregation and magazine-format application software for different operating systems,  just introduced a new U.S. Latino Content Guide for Hispanic audiences. Will Flipboard be succesful among U.S. Latinos?

Flipboard has launched a new U.S. Latino Content Guide: a place to find publications and news sources popular with Latin audiences in the United States. Simultaneously, the personalized magazine app has made new publishers partnerships, aiming to reach  millions of Hispanic readers.

FlipboardFlipboard’s editorial team compiled the new U.S. Latino Content Guide with Spanish and English content (approximately an 80/20 mix respectively) from sources in the U.S. as well as from the various countries of origin. Content categories include tech, news, fashion and lifestyle .  “We launched the US Latino content guide because we saw that 15% of our domestic (US) readers wanted news and information in Spanish, so we created the U.S. Latino Content Guide for them. We also noticed that Spanish is the second-most popular language in which we receive inbound messages and questions. Our curators in Miami, in collaboration with our editorial team in Palo Alto, have put together a custom Latino Content Guide for this vast group of readers,” says Joe Kutchera, Flipboard’s head of Hispanic partnerships. In the medium term Flipboard intends to reach out to advertisers but for now it is focusing on “building audience for our U.S. Latino and Latin American publishing partners before we work on advertising.”

Much of Flipboards success in the Hispanic market depends on how they promote the Latino content within their app and outside of it so users can find and share it so it can scale.
MarlaSkiko, SMG Multicultural
Marla Skiko, SMG Multicultural

“I think the concept is great! It is so good to see more mainstream digital players, apps and platforms recognizing the growth and digital appetite of the US Hispanic audience and acting on it,” says Marla Skiko, EVP, Director Digital Innovation at SMG Multicultural. I hope Flipboard will have great success with this Latino venture. Much of that depends on how they promote the Latino content within their app and outside of it so users can find and share it so it can scale.”

It is so good to see more mainstream digital players, apps and platforms recognizing the growth and digital appetite of the U.S. Hispanic audience and acting on it.

“I think it definitely will work.  Content is king, that’s nothing new and its been said 1,000’s of times, but the truth remains,” says Yousef Kattan, president and CEO at TruMedia in Dallas. “I truly feel if publishers can’t evolve content and create seams in culture and language then their longevity will be questioned against the evolving Hispanic consumer,” Kattan adds.

Partnerships

Kutchera adds that Flipboard has  “100 million readers globally creating their own personal magazines, aggregating the news and content sources they love – magazines, newspapers, blogs and social networks – all in one place. Now, this includes major brands in Spanish such as CNN en español, CNET en español, Editorial Televisa news in English from Fox News Latino and Huffington Post Latino Voices as well as country-of-origin news from Milenio and Excélsior.”

Additionally, prominent Hispanics have started curating Flipboard magazines that are also featured in the new Content Guide. For example, CNN en Espanol’s Ismael Cala has the magazine “Cala en Flipboard” based on his show and what he is reading, and Doctora Aliza is curating a magazine about living a healthy and happy life called “En Cuerpo y Alma”. There are also Flipboard magazines curated by technology analyst Ariel Coro, Univision news anchor Leon Krauze, TV Azteca’s Alfonso De Anda, Latin Celebrity Chef Pepin and Ana Flores, author of the book “Bilingual Is Better.” Flipboard also launched an exclusive magazine with the Leo Messi Foundation around Leo Messi’s history and social mission for futbol fans around the world. The Flipboard magazine gives readers free access to excerpts of the book “Messi: Choose to Believe” in English and Spanish.

Latin American Edition

Flipboard  launched its Latin American content guide in November last year and has learned a lot about what news and information are most popular for Spanish-speaking markets on mobile devices and tablets. Our integration on Samsung smartphones has been especially helpful in building audience in the region,”  says Joe Kutchera, Flipboard’s head of Hispanic partnerships.

joe-kutcheraJoe Kutchera is co author and editor of E-X-I-T-O: Su estrategia de marketing digital en 5 pasos.

This article is part of a series of articles/interviews from the new book E-X-I-T-O: Su estrategia de marketing digital en 5 pasos.

Latin American retailers have historically struggled to bring buyers online because of inconsistencies in shipping and logistics, according to eMarketer. Customers oftentimes do not trust the postal service because it lacks consistency in service, or packages may never arrive. And FedEx and UPS are oftentimes prohibitively expensive.

As a result, service businesses such as airlines and movie theaters have historically dominated e-commerce in the region because they do not require any shipping. They can sell tickets directly to consumers through websites.

So, how can we resolve these obstacles in order to grow e-commerce sales?

1- Virtual Stores: Go to Where the Consumers Want to Shop (with Smart Phones)

If you want to grow your e-commerce revenues, approaching the problem digitally may not be the correct approach. Instead, put yourself in the shoes of your customers and brainstorm ideas that bring the digital shopping into the real world, with solutions that make your customers’ lives easier. Here’s one great example.

tesco.home.plusWhen the UK-based grocery chain Tesco wanted to expand its market share in South Korea, it came up with a brilliant idea. South Koreans work long hours and have little time to shop. The executives at Tesco developed a new and efficient way to sell its products that fit commuters’ lifestyle in the capital city of Seoul. The company’s Korean subsidiary, Home Plus, installed billboards in subway stations that mirrored the shelves in stores with the same products and layout. A QR, or Quick Response code, accompanied each product. Using these virtual displays, commuter-shoppers could scan the QR code of the products that they wanted to buy with their Homeplus mobile application and arrange for home delivery later that day. And so, in August 2011, the world’s first virtual store was born in the Seoul Subway.

tesco.home.plus.2The results were phenomenal. Tesco Homeplus’ Smartphone application became the number 1 shopping application in Korea, with over 900,000 downloads since it launched in April 2011. People placed the majority of orders using this application on their way to and from work. It was most popular amongst 20 to 30 year olds, so the new stores will open close to a local university. The London Design Museum nominated Tesco’s Virtual Store for ‘Design of the Year’, as one of 2011’s best digital designs. The program was so successful that Tesco Homeplus expanded its virtual stores to more than 20 bus stops in South Korea, giving commuters the opportunity to do their grocery shopping ‘on the go.’

Watch this video of the retailer’s Virtual Subway Store in South Korea:

2 -Disruptive Technology: 3D printing

Henry Ford famously said about the advent of automobiles, “If I had asked people what they wanted, they would have said faster horses.”

We can say the same about e-commerce online. Consumers say they want more efficient and reliable shipping and logistics of durable goods. But perhaps, a new technology, that we do not even see yet, may enable the growth of e-commerce across the Americas.

FormLabs 3D Printer
FormLabs 3D Printer

One example could be the 3D printer. What if we could “print” children’s toys, a car part, or perhaps even artificial organs, all made from plastic. In an ideal world, people could buy an item on their smart phone, pick it up at their local store and bypass any shipping costs. These community hubs could collectively share the cost of such technology, utilizing shared CAD (Computer Animated Designs) and those local retailers wouldn’t need to carry any inventory, just download the design and “print” the product in-store.

Today, these machines cost approximately $2,000 USD each, from companies such as Formlabs and Makerbot. And they used to cost far more: tens of thousands of dollars. But as the technology improves, and competition increases, prices will fall just as PC’s and mobile phones have. Soon, 3D printers could be installed in neighborhood electronics or copy stores where these shared cell phones connected the townspeople to the outside world. 3D printers may very well be within reach in the not-too-distant future. And e-commerce “shipping” will never be the same.

Watch the video of the making of Formlabs’ 3D Printer

3 – Free shipping and cash on delivery

Linio hopes to change this by providing services that were previously unheard of: free shipping and accepting cash upon delivery. Ulrich Noel opened the company’s office in Mexico City in 2012 and hired 100 employees to launch its e-commerce website, according to CNNExpansion. Rocket, a privately held investment company based in Germany, owns Linio.com.mx and many other Internet businesses around the world. Some people criticize Rocket for blatantly “copying and improving” web business models while bringing them to new markets. The company has successfully copied eBay with Alando, Groupon with CityDeal and AirBnB with Wimdu, all in Germany. Now, the company has rolled out similar models in Mexico, establishing itself in Mexico City first as a launching pad for expanding into Latin America.

4 -E-Commerce Lockers

Amazon hopes to solve the all-too-common challenges of lost or stolen packages by installing large metal cabinets in convenience stores and drugstores that function like virtual doormen. These “Amazon Lockers” accept packages for customers who ship their items to a locker at one of a number of U.S. chains like 7-11. Once a package arrives to the locker, customers receive a code via email that unlocks the door containing their merchandise. Lockers only hold smaller items such as books, DVDs or electronic devices like phones or tablets and users have several days to retrieve their merchandise.

Even though Amazon pays a small fee each month to store owners where lockers reside, Amazon has reduced the hurdles that guaranteed delivery entails by making it easier for the customer to pick up the product. Many of these lockers are located in stores that remain open 24 hours a day. At the same time, Amazon saves on shipping costs by delivering many deliveries to one of these “Amazon Locker” locations all at the same time.

If implemented at universities and shopping centers, these lockers could resolve the challenges that Latin American e-commerce players currently face in convincing more buyers to shop online.

More “Sounding Off”

joe-kutcheraJoe Kutchera is co author and editor of E-X-I-T-O: Su estrategia de marketing digital en 5 pasos.

“Marketing is Dead” reads the headline of an article on Harvard Business Review’s blog network, a grim prognosis of what today’s marketing leaders face. The author, Bill Lee, explains that, “Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear.

Lee provides two reasons why. One, buyers no longer pay attention to traditional marketing communications. They prefer to read product and service information on their own terms, through Internet searches or by reading customer reviews, especially from their friends. And two, CEOs say CMOs lack business credibility.

Ultimately, how can companies or their advertising agencies persuade buyers to spend their hard-earned money on products when employees oftentimes don’t come from the buyer’s world?

And what if the interests of the sellers are not aligned with those of the buyers?

In other words, traditional marketing in the new world of social media simply doesn’t work.

So, what will replace this broken model?

Our new book (in Spanish) outlines a new, “Latinized” 5-step model to answer many questions that marketers need to address today on how to integrate and manage social media in marketing communications planning.

Our 5-step E-X-I-T-O strategic marketing and innovation process spells the word “success” in Spanish and provides marketers with a social media and Latin-inspired framework for creating marketing plans, storytelling strategies, and content development that engages audiences on digital platforms.

The five steps include:

  1. E – Escuche a su audiencia (Listen to your audience)
  2. X – eXperimente como usuario, a través de “perfiles” (Put yourself in the shoes of the user and write your marketing plan using “personas”
  3. I – Integrate your communication channels
  4. T – Transform your audience into a community
  5. O – Optimize

We wrote the book and developed this process because of five key trends in marketing communications:

  • Digital Innovation and “Agile marketing”: the number of products launched per month is much higher than years ago.
  • New technologies, such as smartphones, and social networks have opened new channels of communication with our customers. For example, CMO’s spend more on technology than CTO’s and IT Directors on services such as ad servers, CRM systems
  • “Big Data” analysis and tools to measure the use of social networks and mobile applications.
  • Social networks allow us to listen to our customers and understand user behavior, as we have never had access to before. We need to create content and communities to attract and engage our customers. When consumers seek information online, they turn to search engines and ask friends on social networks.
  • Lastly, the growing importance of multicultural and Latin American marketing

To learn more, Dani Escalante of Televisa provides an overview of the book (in Spanish) in this video:

Sample audio and PDF chapters as well as the E-X-I-T-O worksheet from the book are available for Portada readers here.

The authors have donated 100% of the proceeds of the book to the non-profit One Laptop Per Child, which offers laptops and educational software to children from low-income communities in the U.S., Latin America, and across the world. Learn more at: http://one.Laptop.org

This article is part of a series of articles/interviews from the new book E-X-I-T-O: Su estrategia de marketing digital en 5 pasos.

header_portada_logoWe are very excited about our Third Annual Foro Mexico the Publicidad y Medios (#PortadaMwexico13) this Thursday in Mexico City’s Hotel Presidente Intercontinental. We have put together a roster of incredible speakers who will talk about crucial trends in the Mexican and Latin marketing and media world such as:
The expansion of Digital Content in the Latin World: Opportunities and Challenges (by Amazon’s Pedro Huerta, Director of Kindle Content).
Mexico: 2014 Marketing and Advertising Trends. Panelists will include Santiago Duran, Digital & Catalyst Director, Havas Media México,Mercedes López Arratia, Head of Digital Marketing and Premium Marketing, Banamex and Alejandro Aleman, Digital Marketing Manager, Samsung.
– The latest about Content Marketing in the Latin World. With author and new media executive Joe Kutchera and Carlos Espindola, eHUB Manager Latin America, 3M.

Tickets are going fast. Buy your ticket before Thursday and get a free book ( “(É-X-I-T-O), su estrategia de marketing” written and edited by Joe Kutchera.).

Download the Conference Program!

 

The emergence of digital content on a vast scale is profoundly changing content consumption patterns in Latin America and the U.S. Hispanic market. Pedro Huerta, Director Kindle Content at Amazon for Latin America, will be the keynote presenter of the third edition of the Foro Portada Mexico (#PortadaMexico13) which takes place next Thursday October 17 in Mexico City’s Hotel Presidente Intercontinental.

Pedro Huerta
Pedro Huerta, Director Kindle Content, Amazon

Huerta tells Portada that a structural change is taking place in the way consumers approach content (books, video games, newspapers, magazines and movies) in Latin America. To a large extent this is due to a substantial increase in the amount and quality of digital content available to Latin American consumers over the last few years. During his presentation, Huerta will predict which transactional models (e.g. online subscription models) will win in Latin America. The role advertising will play in promoting digital content in the new Latin American digital content ecosystem will also have an important place in Huerta’s presentation.

Huerta’s most recent professional experience makes him the ideal Foro Portada Mexico 2013 keynote presenter. As Amazon’s Kindle leading executive in Latin America, Huerta last August introduced the Kindle store and self publishing platform in Mexico. At the end of 2012 Amazon introduced the Kindle in Brazil.

Digital innovation (disruption?), plays an important role in the agenda of Foro Portada Mexico. ComsCore’s Ivan Marchant, Director or Mexico and Latin America, will moderate a panel of leading Mexican digital entrepreneurs who will analyze the relationship between advertising, content and e-commerce in the online travel, insurance and classified categories. What strategies need to be used to maximize e-commerce revenues?

The Brand Marketer Perspective…

Santiago Duran, Digital & Catalyst Director, Havas Media México will be the moderator of another path breaking panel on Advertising and Marketing in 2014. Leading Brand Marketers from Banamex, Blackberry, Samsung and Wyndham Worldwide will explain how their companies are planning to reach out to the Mexican consumer in 2014. Panel participants will be Mercedes López Arratia, Head of Digital Marketing and Premium Marketing, Banamex; Rosa Maria Grados, Marketing Director – México, Central América and Caribbean, Blackberry; Ingrid Motta, Directora de Relaciones Publicas Marketing Digital y Aplicaciones, Samsung and Alicia Trujillo, Social Media & Strategic Projects Supervisor / eCommerce, Wyndham Worldwide / RCI

…and Mexican Content Marketing Strategies

Mexican and Latin American Content Marketing strategies, which are so intertwined with paid media and the digital medium, will be the focus of the panel “Brand building and Storytelling” moderated by author and new media executive Joe Kutchera. The case studies, and success stories, of 3M and Procter & Gamble will be analyzed by Carlos Espindola, eHUB Manager Latin America, 3M and Ximena Moreno, Distributor Analyst for Mexico HFS, Procter & Gamble.

Registration

Each ticket purchased before the day of the event includes a free copy of the book “(É-X-I-T-O), su estrategia de marketing” by author and new media executive Joe Kutchera. The ticket price is US $199 (199 dólares or approx. 2,550 Mexican pesos). Tickets are going fast register here!

 

Sponsors

Nivel Oro
Weblogs SL

Nivel Plata:
Batanga
Videology

Bronce
Alcance Media
Comscore
DG/MediaMind

 

The emergence of digital content on a vast scale is profoundly changing content consumption patterns in Latin America and the U.S. Hispanic market. Pedro Huerta, Director Kindle Content at Amazon for Latin America, will be the keynote presenter of the third edition of the Foro Portada Mexico (#PortadaMexico13) which takes place next Thursday October 17 in Mexico City’s Hotel Presidente Intercontinental.

Pedro Huerta
Pedro Huerta, Director Kindle Content, Amazon

Huerta tells Portada that a structural change is taking place in the way consumers approach content (books, video games, newspapers, magazines and movies) in Latin America. To a large extent this is due to a substantial increase in the amount and quality of digital content available to Latin American consumers over the last few years. During his presentation, Huerta will predict which transactional models (e.g. online subscription models) will win in Latin America. The role advertising will play in promoting digital content in the new Latin American digital content ecosystem will also have an important place in Huerta’s presentation.

Huerta’s most recent professional experience makes him the ideal Foro Portada Mexico 2013 keynote presenter. As Amazon’s Kindle leading executive in Latin America, Huerta last August introduced the Kindle store and self publishing platform in Mexico. At the end of 2012 Amazon introduced the Kindle in Brazil.

Digital innovation (disruption?), plays an important role in the agenda of Foro Portada Mexico. ComsCore’s Ivan Marchant, Director or Mexico and Latin America, will moderate a panel of leading Mexican digital entrepreneurs who will analyze the relationship between advertising, content and e-commerce in the online travel, insurance and classified categories. What strategies need to be used to maximize e-commerce revenues?

The Brand Marketer Perspective…

Santiago Duran, Digital & Catalyst Director, Havas Media México will be the moderator of another path breaking panel on Advertising and Marketing in 2014. Leading Brand Marketers from Banamex, Blackberry, Samsung and Wyndham Worldwide will explain how their companies are planning to reach out to the Mexican consumer in 2014. Panel participants will be Mercedes López Arratia, Head of Digital Marketing and Premium Marketing, Banamex; Rosa Maria Grados, Marketing Director – México, Central América and Caribbean, Blackberry; Ingrid Motta, Directora de Relaciones Publicas Marketing Digital y Aplicaciones, Samsung and Alicia Trujillo, Social Media & Strategic Projects Supervisor / eCommerce, Wyndham Worldwide / RCI

…and Mexican Content Marketing Strategies

Mexican and Latin American Content Marketing strategies, which are so intertwined with paid media and the digital medium, will be the focus of the panel “Brand building and Storytelling” moderated by author and new media executive Joe Kutchera. The case studies, and success stories, of 3M and Procter & Gamble will be analyzed by Carlos Espindola, eHUB Manager Latin America, 3M and Ximena Moreno, Distributor Analyst for Mexico HFS, Procter & Gamble.

Registration

Each ticket purchased before the day of the event includes a free copy of the book “(É-X-I-T-O), su estrategia de marketing” by author and new media executive Joe Kutchera. The ticket price is US $199 (199 dólares or approx. 2,550 Mexican pesos). Tickets are going fast register here!

 

Sponsors

Nivel Oro
Weblogs SL

Nivel Plata:
Batanga
Videology

Bronce
Alcance Media
Comscore
DG/MediaMind