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What: Retailers scramble behind Amazon and MercadoLibre to capture their share of expanding e-commerce in Latin America. This happens despite difficult payment and delivery challenges.
Why it matters: Experts predict e-commerce trends will grow by 19% in the next five years. They see it rising well above the global average of 11%. The lack of brick-and-mortar retail outlets in Latin America actually plays into the hand of e-commerce retailers. That’s because it allows them to offer products to consumers outside of major cities who don’t have many shopping options.

E-Commerce Trends Heating Up

E-commerce trends in Latin America provide no place for the timid. The challenges are well-known. Experts say they include lack of infrastructure, consumers without credit cards or bank accounts, high rates of online payment fraud, and obstacles to delivering product—to name just a few.

But the barriers to success don’t stop leading players. For example, MercadoLibre is diving into the e-commerce market and thriving.

One expert remarks the challenges are “daunting.” But competitors like Linio are finding ways to outperform. They chase what Linio’s General Director Olivier Sieuzac says is a “massive opportunity” in expected e-commerce growth in the region.

Linio has learned it had to expand its online business model. That means beyond just selling product. The strategy now includes things like creating its own delivery fleet. Linio also sells its hard-earned expertise to brands like Aeromexico who create their own online retailing presence.

To succeed in Mexico, Linio built partnerships with VISA to prevent credit card fraud. Consequently, it also joined arms with third-party payment channels. They include the convenience store chain Oxxo. Linio aims to provide the unbanked with cash-payment options.

Mexico, according to Sieuzac, offers the “worst of both worlds.” Mexico suffers high levels of online payment fraud and a low level of cooperation from banks.

As a result, Linio developed a proprietary algorithm with VISA as a response to reduce credit card fraud. Consequently, Linio also now offers its own credit card with a loyalty program. The loyalty program awards cash back on purchases.

Linio also created its own fleet in Mexico to handle the delivery of over-sized items like refrigerators and other home appliances.

Infrastructure, payment obstacles

Lack of infrastructure in Latin America makes delivering product a particularly difficult part of the e-commerce business.

Logistics and related issues amount to 15 percent of the cost of what’s sold online—well above other regions, according to Miriam Dowd, Marketing Manager at FOCUSECONOMICS.

Merchants experience the impact of “limited” access to credit card-based payment methods. Banks often don’t allow debit cards to be used for online payments.

E-commerce in Latin America faces many challenges, the most daunting of which are logistics, traffic, and infrastructure. Regulations and rules vary among countries. Merchants have and limited access to secure, credit-card based payment methods,” Dowd explains.

Online sales are expected to grow by 19% in the next five years. As a result, that is well above the global average of 11%. They are foreseen to double in value to $118 billion in 2021.

But on the positive side of the ledger, experts say market penetration is low compared to other regions. As a result, that represents lots of opportunity. Consequently, the market also offers higher growth rates.

“Online sales are expected to grow 19% in the next five years – well above the global average of 11%. As a result, they will double in value to $118 billion in 2021. Consequently, two of the three fastest-growing eCommerce markets in the world are in Latin America. They are Colombia and Argentina,” Dowd said in an email to Portada.

E-commerce trends forecaster eMarketer found even with this expected high growth rate, nearly 75 percent of the market of 650 million consumers expected to shop online is untapped.

E-commerce trends working for e-retailers

MercadoLibre boasts status as the undisputed leader in Latin America. Its huge geographic footprint and logistics expertise “have helped it to hold the lead,” Dowd said.

Amazon leverages its international recognition to become a leading player in Latin America.

And for Linio, expanding its business model and offering consumers a trusted, predictable and “formal” online shopping experience proves critical to its success, according to General Director Sieuzac.

Linio seeks to set itself apart from other online retailers by rigorously vetting its product providers to make sure what they offer Linio’s customers meets certain standards.

Linio offers free returns in its strategy of building customers’ confidence.

“We’re not leaving customers alone in a face-to-face situation with the seller,” Sieuzac said.

Linio’s strategy provides its online expertise to brands. They then create their own online shopping sites, a key component of Linio’s competitiveness.

As a result, Linio entered into a partnership to build and operate Aeromexico’s Club Premier online shopping experience.

Mexico offers the worst of both worlds: high levels of online payment fraud and a low level of cooperation from banks.

Linio also partnered with the micro-financing company ConCredito. ConCredito provides a huge presence in rural zones not necessarily within Linio’s geographic footprint.

Linio publishes its catalog of products on ConCredito’s website “Creditienda.” Linio spokesperson Paulina Maza said the company supports the ConCredito e-commerce site with specific promotion campaigns. They include digital marketing, logistics, fast delivery of products, and returns.

What lies ahead

The lack of brick and mortar retail outlets in Latin America actually plays into the hand of e-commerce retailers. That’s because they can offer products to consumers outside of major cities where consumers don’t have many shopping options. Sieuzac told Portada, “It’s a massive opportunity. You have people that simply don’t have access to products, even from a normal shop.”

A “key component” of e-commerce growth in Latin America proves to be shopping online with a mobile phone. As a result, a report by yStats.coMobile commerce reveals experts expect it to increase at a faster rate than e-commerce.

Brazil offers the largest consumer e-commerce market in Latin America. The report found experts predict Colombia to show a 20 percent growth rate through 2021.

A summary of the report reveals experts predict: “Rising internet and smartphone penetration rates, greater online payment security and development of MCommerce to contribute to the growth of online retail sales.”

What: Portada got the chance to talk to Rishad Tobaccowala and ask him about key trends shaping the marketing technology landscape.
Why it matters: Tobaccowala, Chief Growth Officer at Publicis, has decades of experience in strategy and growth innovation. He has been recognized by numerous institutions as a visionary with fruitful ideas for the future of business and marketing.

 

This article was originally published in August 2018, after Rishad Tobaccowala’s master talk titled ‘How to remain relevant and grow in transformative times’, organized by Publicis Media Mexico. 

 

Rishad Tobaccowala, Chief Growth Officer with 36 years of experience at Publicis Media Groupe, has been called by many as a visionary, which makes sense if we consider that his main area of focus is the future. Technology is advancing at an unforeseen speed, and Tobaccowala’s insights about how to be prepared for the future leave no doubt about why he has been recognized as one of the five Marketing Innovators by Time magazine.

For everyone involved in business and marketing, whether it’s brands, media or press, it’s important to think about strategy. For Rishad Tobaccowala, explaining what strategy means isn’t that difficult. “You only have to think about three words,” he explained. “Future, Competitive, Advantage. You have to think about the future, about your competitors, and about what advantage your business brings when faced with them.” That sounds simple enough, but how will we know in what direction to go? “You can’t succeed if you go left while the rest of the world goes right,” he added. Therefore, he proceeded to explain which three global trends are already shaping the future.

Three trends are shaping the whole world, and marketing isn’t exempt…

… Quite the contrary, marketing is one of the disciplines that will become increasingly important as these three trends shape the future, according to the Publicis executive. These are unstoppable trends that will affect everyone, he says, for better or for worse: 1) Globalization. It used to be a western idea, but it is now a global phenomenon. 2) Demographics. With the growth of Asian, African, and Latin American populations, the future is more and more diverse. 3) Technology. It’s been around since the discovery of fire, but the last decades have seen an acceleration that forces us to adapt as quickly as possible before it’s time to adapt again. Thus, explained Tobaccowala, every new idea needs to be aligned with globalization, diversity, and new technologies, or else, it is destined to fail from the very start.

The bond between technology and marketing

So far, there have been two key moments in which technology has changed forever the marketing technology landscape, asserted Tobaccowala. The first one occurred in 1995, with the start of the World Wide Web and the first connected age. “All of a sudden you could look for products, brands, and services online,” he explained. Then, in 2007, Facebook went from .edu to .com, and the second connected era, one of social networks and mobile networks, exploded. Eleven years later, everyone has at least one smartphone with more computing power than the first space shuttle.

You’re no longer marketing to people or consumers, but to gods.

So, how do these advancements affect the marketing technology landscape and ways to do marketing? For Tobaccowala, the first thing is accepting that every consumer now has god-like power on the palm of their hand. “I always say to my clients, ‘You’re no longer marketing to people or consumers, but to gods. How are we going to satisfy gods?” he asked rhetorically.

“Clients can no longer say something like ‘We’re going to empower customers’ because they already are empowered. All companies are having major problems on this second connected age because we think consumers are waiting for us, big mistake.” Therefore, everyone involved in marketing needs to make sure to talk to real consumers, who are now more similar to gods than ever, and stop believing in some made-up fantasy about what people want.

What should we do about it?

Rishad Tobaccowala declares that as technology keeps advancing and we move towards the third connected age (the one of Artificial Intelligence and Machine Learning), marketing will be more important than ever because it is the discipline that tries to understand and meet consumers’ requirements through a combination of art and science.

“When you go into a boardroom, you don’t see a CMO, you see a CEO, a CFO… But it’s time for marketing to take over the companies, or the consumer will run away,” he asserts. “Today, we need to stop being dollar-obsessed and become people-obsessed. We have to eliminate internal friction and silos, be ready to outsource instead of insourcing. In the era of networks, networks are what we need.” Moreover, he says, we should be ready to look differently at certain things that we think we know, like the way brands are built and how businesses are scaled.

The first thing I do when any client is building a brand for the first time is I use the word SAVE. S = For whom are you a solution? A = How are you giving people access to new opportunities? V = What value do you bring? E = Why is someone’s experience better because of you? So I ask, ‘How are you going to SAVE someone?’

“The most important thing I’ve learned,” said Tobaccowala. “Is that you can’t control anything but yourself, even if you’re senior. No one has enough data to really know anything, the most we can aspire to is to become data-driven storytellers.” But perhaps even more important is the notion that, even though we don’t always want things to change, we can’t expect the future to be static, and in order for everything to stay the same, we are the ones who need to change.

Some recommendations to remain relevant

 

Portada: What is the role of the marketing teams of the future? How can CMO’s predict what’s coming and be ready for change?

R.T.: Some parts of the future are easier to predict than others. I’ve always believed that marketing is becoming more important, and therefore CMO’s need to be taken more importantly. Companies are not paying enough attention to their marketing teams, and it’s becoming more important that they do. And why do they not pay enough attention to marketing teams? Because marketing didn’t use to be as important as it is today. Marketing is a combination of art and science, sometimes in a similar way to writing. You train yourself to be a writer, but there’s an art to writing a story. Marketers have become very comfortable with numbers, they have tended to be less comfortable with emotion, but the future is not only about spreadsheets, it’s also about the story.

There are differences that have to do with things you can’t count. […] That’s what marketing is about. That’s actually what life is about.

It’s not always about the numbers

It’s very important that marketers not only let the numbers make the decision. One thing I advise our clients is they should be comfortable talking about things they’re uncomfortable with. Business has an emotion to it, not everything is defined. Blaise Pascal wrote, ‘We choose with our hearts and we use numbers to justify what we just did.’ Luxury brands are growing more than any other category right now, but the reality is that a Mercedez Benz won’t take you to a place faster or better than a very cheap Nissan or Toyota. The difference in performance is very low, but there are other differences that have to do with things that you can’t count: it’s about design, status, feeling. That’s what marketing is about. That’s actually what life is about.

Portada: What is the best way for marketers to connect with the emotion part of the industry?

R.T.: The biggest way I think marketers can learn (besides looking up everything you don’t know) is to keep in mind the customer of your client, to observe people. And one of the ways to observe how people are changing is by spending a lot of time with art and culture. When someone asks ‘How can I understand people better?’ I sometimes say ‘Why don’t you read Madame Bovary? Or Don Quixote?’ These are actually about people.

When someone asks ‘How can I be an entrepreneur?’ I suggest them to look at what artists do, whether writers or painters. Every time you get up in the morning and you have to write a story, what do you have? A blank sheet of paper, and you have to invent something! Marketing is about people and business. We should be proud that we are working in something that is art and science, and not run away from the fact that it is both.

Portada: You mentioned in your presentation that the future is about going with inevitable diversity. Do you think there is a way for brands to adopt attributes that get them closer to multicultural audiences?

R.T: There are four different levels of diversity:

1) Your communication should reflect that you recognize culture. The first thing is being aware of cultural differences. Speak to that cultural difference. The way that you frame your brand should resonate with the reality of that particular culture.

2) Diversity is important within your company. Things like the failed Pepsi ad happen when there is no one there to see it. Even if you are very smart, if you try to market, say, in Mexico, but there isn’t even one person with Mexican heritage in your group, you’d probably come up with something very stupid.

3) People are more human than they are different. There are people that say ‘I need to create a message that is just for African-Americans’. If your product or service isn’t different and you’re only selling a human message, why do you try to make it a totally different story? Part of diversity is understanding that sometimes humanity is more common than differences are different.

My worry is a world in which people stop saying things for fear of getting into trouble.

4) People are naturally diverse and they have diversity of talent, but they also have diversity of thinking. It means someone should be able to tell you that they disagree with you, and you should be not thinking that it’s because they are anti-something, they can be just anti-your-thinking. My worry is a world in which people stop saying things for fear of getting into trouble. Diversity of thinking is the most important one of all, and one of the ways of getting better at it is traveling. My belief is that the ultimate diversity is the diversity of mindsets; part of it is because of your background, part of it comes from culture, but sometimes you can have men and women from different cultures and of different colors, and everyone thinks the same.

Portada: You also mentioned the need for companies to consider the scale of influence, what would you recommend to brands that are investing in influencer marketing? 

R.T.: It’s a matter of authenticity and purpose. When you get an influencer, the influencer works if ideally, they are talking about a product or service that they already used and liked before you bid them to say they like it. The catch is that when you can buy influencers, it backfires.

A lot of influencers take money from a brand that they don’t use or care about. The other thing that happens is that now everyone is an influencer, which means that no one is an influencer. Kylie Jenner’s products work because she’s selling something she really uses. Some people charge thousands of dollars to send an Instagram post, but it doesn’t work if it’s not authentic and purpose-driven. At least in a commercial, it’s clear that it’s a commercial, but in this case, people just think that you sold yourself out.

AI and the marketing technology landscape

Portada: We’re entering the era of Artificial Intelligence. If marketing is a combination of art and science, how will we not lose the art part, the human touch, as machines start to take over?

R.T.: I didn’t talk about it today, but I’ve written about it on my blog. The third connected age, which has just begun, is composed of three things. The first connected age was a page connecting to other pages; the second one was people connecting to people, either through mobile or social. The third connected age means three things: data connecting to data, which is what AI is; things connecting to things, which is the Internet of Things; and new ways of telling stories, which is voice-based technology, augmented reality, virtual reality, and mixed reality.

This is what will happen: first, because of AI, certain things that machines can do better will be done by machines, but people plus machines have been found to be better than machines in most cases. There are certain things that machines can do, but when things are changing all the time, people can think and compute the change on the machine that computes it. Second, these technologies allow us to tell stories in different ways.

More people are connecting because of AI, that allows things like google translate. We can also tell stories through Alexa and things like that. And another thing that it’s in its early days is, if you go to the NYT website (other websites have it), you’ll find a Virtual Reality section where you can learn about a refugee camp and actually explore it. You start to believe you are in there, you feel empathy. When people started to see that, they started to contribute. Part of this technology will go very math-oriented, but also part of it will provide ways to connect.

I tell stories because I do things that machines cannot do. […]Machines are getting more accurate, and also faster. The human side of you is going to be the differentiating side.

Portada: How will consumers in this new marketing technology landscape be sure brands are connecting with them in a human way?

R.T.: The human touch will become the difference. What can be automated will be automated. I have an undergraduate degree in advanced mathematics and an MBA from one of the most quantitative schools in the world (University of Chicago), but I do as little as I can with numbers. I tell stories because I do things that machines cannot do. When someone tells me ‘The spreadsheet told me to do this’, I say ‘I hope you get a job soon’, because if you tell me what the spreadsheet says, ‘What is your value? Why do you have a job?’ Not only blue-collar jobs will be automated, but also some white-collar jobs. Machines are getting more accurate, and also faster. The human side of you is going to be the differentiating side.

 

 

 

 

Portada is glad to announce the appointment of Jill Brooks as Business Development Director at Latcom, U.S. Congratulations, Jill!

Latcom, the company specialized in OOH advertising, has appointed Jill Brooks to Business Development Director in the U.S. Latcom’s plan is to expand its regional operations, which is why they chose Brooks and her more than 20 years of experience in media marketing and ad sales to drive the company’s growth.

Jill Brooks covered the U.S. market while working at the Washington Times and Hispanic Magazine, and performed as Senior Account Manager at Condé Nast Mexico and Latin America over the course of 12 years, later becoming Senior Sales Director at Grupo Expansión. Brook holds a Business Administration degree from the University of Miami, and studied International Marketing and PR at the Rosslyn Finishing School in London, UK.

“Belonging to the Latcom family is a privilege. We are the world’s biggest OOH media network, offering 360 services to both local and regional customers. Our communication services go beyond strategic planning: we also offer exclusive teams able to coordinate globally and execute locally, closely supervising each campaign,” said Jill Brooks in a press release.

 

 

What: The Portada Miami agenda has been updated to include executives at Carnival Cruise, Perry Ellis, Visa, and WeWork.
Why it matters: Portada Miami, on April 12 at the EAST Hotel, will explore the advance of MarTech in Latin Markets, as well as the role of Miami as a Marketing and Media Hub. Register here.

 

The twelfth annual edition of Portada Miami on April 12 (EAST Hotel Miami) will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. Brand Marketing leaders from disruptor firms and Fortune 500 companies will dissect how AR, AI, VR, Biometrics and other technologies can be best used for brand communications. The top-notch program also includes an opportunity for attendees to have three meetings with brand and media agency leaders to share insights and explore business opportunities (see below). In addition, three units of the Portada Council System will have their private meetings at Portada Miami: the Americas Board, the Travel Marketing Board, and the Brand Star Committee Latam.

The Top-Notch Agenda Includes

Content to Commerce: the Latin Story 

Andres Amezquita, VP Digital and Commercial Excellence, Stanley Black and Decker Latin America, will explain how the company is using Latin America as a major market to test innovations. As the end-user’s consumption and shopping behavior are changing by digital platforms, SB&D is proactively changing its marketing approach and producing content geared to ultimately increase sales. Learn why and how the manufacturing tools and household hardware giant is shifting from traditional commercialization strategies to an end user-centered e-commerce approach to marketing.

 

The Advance of MarTech in Latin Markets

WeWork’s Ana Cristina Rivadeneyra

In this session, Valentin Bueno, CEO, Latcom; Alejandro Clabiorne, CEO, PHD Latam; Ana Cristina Rivadeneyra, Senior Marketing Lead, WeWork; and Ana Hoyos, Director of Meltwater Latin America, will be analyzing how brand marketers can reap benefits from the advance of Artificial Intelligence, Virtual Reality and Digital OOH in Latin America.

 

 

 

 

How Technology is Turning Event Experiences Upside Down

Visa’s Andres Polo

Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing at Visa, will be explaining how disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.

 

 

 

Data, Content and Commerce

OMD’s Ana Crandell

Audience interactions with content provide a gold mine of data. But how to make sense of it and avoid analysis paralysis? Cristina Esteve, VP E-Commerce Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

 

Miami’s Evolving Role as a Marketing Hub: A Brand Marketer’s View

Joseph Roisman, EVP at Perry Ellis International, the global sportswear and clothing player will discuss the distinctive advantages of Miami as a global marketing hub.

 

Portada Meet-Up

Attendees will enjoy our Portada Meet-Up offering of one-on-one meetings with major pre-screened brand and agency executives, including more than 50 members of Portada’s Council System. Make your choices on a first-come-first-served basis after you get your ticket.
Check out the full agenda and register now here!

 

ROPO: A Deep Dive

ROPO (Research online purchase off-line) by consumers has become a crucial determinant of sales. It has also impacted digital vs. offline marketing attribution. Get the latest insights from Carlos Leal, Marketing Director at Rappi and Kate Canel, Director, Performance Media at The Shipyard.

 

Panregional Marketing Case Study

Adapting global campaigns to Latin American local markets Learn how Pepsico successfully launched a global marketing concept in Colombia and then expanded it throughout Latin America leveraging local relevance.

 

 

Don’t miss this edition of Portada Miami, click here or on the banner below and network with the best!

 

What: The Portada Miami agenda has been updated to include executives at Carnival Cruise, Perry Ellis, Visa, and WeWork.
Why it matters: Portada Miami, on April 12 at the EAST Hotel, will explore the advance of MarTech in Latin Markets, as well as the role of Miami as a Marketing and Media Hub.

 

The twelfth annual edition of Portada Miami on April 12 (EAST Hotel Miami) will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. Brand Marketing leaders from disruptor firms and Fortune 500 companies will dissect how AR, AI, VR, Biometrics and other technologies can be best used for brand communications. The top-notch program also includes an opportunity for attendees to have three meetings with brand and media agency leaders to share insights and explore business opportunities (see below).

The Top-Notch Agenda Includes

The Advance of MarTech in Latin Markets

WeWork’s Ana Cristina Rivadeneyra

In this session, Valentin Bueno, CEO, Latcom; Alejandro Clabiorne, CEO, PHD Latam; Ana Cristina Rivadeneyra, Senior Marketing Lead, WeWork; and Ana Hoyos, Director of Meltwater Latin America, will be analyzing how brand marketers can reap benefits from the advance of Artificial Intelligence, Virtual Reality and Digital OOH in Latin America.

 

 

 

 

How Technology is Turning Event Experiences Upside Down

Visa’s Andres Polo

Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing at Visa, will be explaining how disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.

 

 

 

Data, Content and Commerce

OMD’s Ana Crandell

Audience interactions with content provide a gold mine of data. But how to make sense of it and avoid analysis paralysis? Cristina Esteve, VP E-Commerce Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

 

 

Miami’s Evolving Role as a Marketing Hub: A Brand Marketer’s View

Joseph Roisman, EVP at Perry Ellis International, the global sportswear and clothing player will discuss the distinctive advantages of Miami as a global marketing hub.

 

Portada Meet-Up

Attendees will enjoy our Portada Meet-Up offering of one-on-one meetings with major pre-screened brand and agency executives, including more than 50 members of Portada’s Council System. Make your choices on a first-come-first-served basis after you get your ticket.

 

Check out the full agenda and register now here

 

What: Caro D’Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNNRoxane GarzonMedia Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM gathered for a Portada Los Angeles panel presented by CNN en Español to discuss how How Data and Content Continue to Fuel the Evolving World of Advertising.  In this article, we present the panelists’ answers to questions they didn’t have time to answer at the event.
Why it matters: As we’ve known for a while, it’s all about data now. But the problem, rather than finding the data, is how to collect it and then make sense of it.

The word “data” is, without a doubt, a term we hear several times a day in our daily lives. A great part of our work is all about data now, and the future of the industry directly depends on understanding or trying as best as we can to understand what to do and how to deal with data. There are so many types of data, and so many different tools available that help companies make sense of it, that it’s easier than not to get it wrong.

Because it is part of our mission to help in this regard, after the panel titled How Data and Content Continue to Fuel the Evolving World of Advertising, we promised the Portada Los Angeles audience we would answer all their questions. And because we like to keep our promises, we got in touch with the panelists who kicked off Portada Los Angeles 10 days ago (Caro D’Antuono, Vice President of Marketing for Northgate Markets; Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM; Roxane Garzon, Media Director for Casanova; and Robin Garfield, Senior Vice President of Research and Scheduling for CNN), and they set some time aside to answer the audience’s questions there wasn’t time for during the event.

Portada and CNN en Español will have two more opportunities to delve deep into the issue of How Data Continues to Fuel the Evolving World of Advertising. Get tickets to Portada Data & Content Marketing Forum on April 3rd and Portada Miami on April 12 and get all your questions about data answered by experts.

Have you ever ignored data and gone with “gut feeling” or your own empirical experience?

Roxane Garzon (left) and Caro D’Antuono (right) speaking at Portada Los Angeles 2019

Roxane Garzon: Data is only as good as the way it is collected.  Many times the data does not “feel” right.  When that happens I ask the question about sample size and statistical reliability.  If there is no issue there, then I look for other sources to confirm my findings. This has happened a few times when creating profiles for target audiences, specifically bicultural millennials.

Frances Rubio: Even if we don’t have quantitative data, qualitative data can be just as important and in this, we can have a bit of a “gut feeling” further validated, whether it’s conducting focus groups or doing ethnographic research. We’ve often used quantitative data but sometimes we just don’t have the data to point to the “why” a trend is happening, and these qualitative methods can help to further guide us into unlocking directional psychological reasons behind the “why” of peoples’ behaviors and mindsets.

Caro D’Antuono: Yes. We recently produced a short video to support Women’s Day. We didn’t have historical data on an effort such as this.  However, we released it on Northgate social media pages and it has been very well received.  We are receiving more brand love than we ever expected.  We have to take calculated risks, especially when things have not been done before within an organization.

Is analysis paralysis a real symptom of the data age?

R.G.: It can be. We are fortunate to work in a time where data is much easier to collect. However, it can hinder marketers from making a decision if they don’t know how to think without numbers. Marketers can use data as a crutch instead of using it as a tool.

Frances Rubio (left) and Roxane Garzon (right)

F.R.: With all this data, there are so many opportunities to unlock valuable insights, and it’s important to separate the signal from all the noise! It’s really about focusing on the important business questions and what publishers/marketers are trying to uncover. From there, it’s looking at all data available, and strategically choosing which data is valuable in answering the business question. 

Where there’s room for improvement is in the data accuracy and integrity: we all need to be questioning where and how we get our data, understanding the methodology and recognizing any limitations (e.g. sampling, the methodology in it of itself, date ranges, etc.). Tools should be incorporated to tell a full story of our consumers, understand where the consumer is with the brand from a marketing funnel perspective;  from there, once we understand the opportunity, the psychographics and behaviors, it becomes easier to read their media consumption so we can speak to them with the right messaging and creative and reach them in the appropriate media channels.

What: In early January, The San Jose Earthquakes announced the signing of Peruvian defender Marcos Lopez, bringing the total number of Hispanics on the team to six.
Why it matters: We spoke to Jed Mettee, Executive Vice President for the San Jose Earthquakes, on how Hispanic players help the team establish closer ties to its multicultural fan base.

“We’re very excited to welcome a young player of Marcos’ caliber to San Jose. His impressive performance over the last few years gives us confidence that he’ll be an important contributor in the present and future,” said Earthquakes head coach Matias Almeyda in a club statement issued when the team announced that Peruvian defender Marcos Lopez was joining the team.

On the field, Lopez represented “a left back that can have an immediate impact on both offense and defense,” according to Earthquakes general manager Jesse Fioranelli. Off the field, the new player represents an opportunity to connect closer with San Jose’s multicultural audience.

We talked to Jed Mettee, Executive Vice President for the San Jose Earthquakes, on how having Hispanic players allows the team to get closer to its fan base, and add new multicultural followers.

Portada: Why is it relevant for the team to have Hispanic players?

Jed Mettee: San Jose is a very diverse community and we would like our team to reflect that diversity. As 30% of the population identifies as Hispanic, it is a market we want to strongly engage. We connect with the Hispanic community through our grassroots efforts, but having players of Hispanic descent makes that connection even stronger.

Having players of Hispanic descent makes that connection even stronger.

Portada: What can Marcos Lopez add to the team?

J.M.: He is a young, exciting player we are looking forward to having on the field. When Peruvian players have come through San Jose in the past with other teams, the local Peruvian community has come out in solid numbers to support them, including last year when Raul Ruidiaz came from Seattle. We expect Marcos to connect with this community when he arrives and bring it out to the stadium to support the Quakes.

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https://pbs.twimg.com/profile_images/1006200604488695808/WHuGYQsZ_400x400.jpgPortada: How can the team leverage the connections a Latino player brings to the field?

J.M.: Latino players bring with them a strong connection to their home countries. We have had great success in the past building events with our Mexican, Honduran, and Salvadoran players. Players like Ronald Cerritos, Raul Diaz Arce, and Victor Bernardez, among others, really integrated into the local Salvadoran and Honduran communities. Latino players also attract media attention from the local Spanish-language television and radio stations.

Latino players also attract media attention from the local Spanish-language television and radio stations.

Portada: How do you segment your fan base with such a multicultural team?

J.M.: There a lot of ways to segment your fan base. You can do it through demographics, how they engage with content, purchasing habits, etc. We have specific segments for Spanish-speaking fans and for fans that came to events that feature a specific player from a certain country. We try to deliver them content and offers that best connect to the audience that we are serving.

Portada Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

Portada: How do you promote a specific player and the marketing opportunities he offers at the same time that you promote the team as a whole?

J.M.: There is a balance between an individual and the team. We want to promote both, but the team always comes first at our club. Individual players can be promoted, but not at the expense of the team.

Individual players can be promoted, but not at the expense of the team.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Major League Baseball will now include content in the Discovery Education’s Science Techbooks, thanks to a new multiyear partnership with Discovery Education. Educators will help students connect the world of baseball to key science and STEM concepts through real-world data and gameday experiences that fuel deeper engagement.

 

  • PUMAPuma has become the official partner of League of Legends Championship Series (LCS) team and will have its logo on the chest of the team’s jersey. The partnership also designates Puma as the official gameday pants and shoes provider of Cloud9 and includes uniforms for team management. “This deal gives us ability to be a part of more things our kids love, and that’s how our brand moves the culture forward,” said Matt Shaw, head of digital marketing for Puma, to the Esports Observer. “Cloud9 is really uniquely posed to help us do that.”
    The deal will initially cover the 2019 spring LCS season, with the possibility to expand their collaboration.

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • UFC has signed a new integrated marketing partnership with Motel 6, that makes the chain UFC’s first-ever “Official Economy Lodging Partner,” creating a new sponsorship category for the MMA promotion. Motel 6 will have a branded presence inside UFC’s Octagon for select UFC events. Also, the deal includes in-venue commercials, branded integrations in select UFC Pay-Per-Views and collaborations on digital and social media campaigns.

Subscribe to Portada weekly Sports Marketing Updates!

  • PGATOURLAPGA TOUR Latinoamerica announced that Volvo Car Latin America, Hilton, and Go Vacaciones! will join as category-exclusive partners of the PGA TOUR’s international tour, beginning this month. The three brands will be integrated into the messaging of PGA TOUR Latinoamerica and will also receive brand-official designations.

 

  • Multiplayer online battle arena Arena of Valor’s started the third season of the Valor Series with 18 top teams from Europe, Latin America, and North America competing for a $200,000 prize pool. The tournament will kick off on Feb. 2 from noon-7:30p on its Facebook page. Each region will sport its own open qualifier phase where six teams will qualify for that region’s eight-week regular season.

We are thrilled to announce that Stephen Brooks, EVP and Managing Director at VidaPrimo, is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System’s next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Stephen Brooks draws on over 20 years of experience in media and technology to build VidaPrimo into a first-class video network for Latin music. Stephen joined VidaPrimo in 2016 after several years as a consultant for start-ups in streaming media and mobile technology. He previously led North American marketing for Technicolor, specializing in broadcast and streaming media services.  At Warner Bros. and Paramount Pictures, Stephen guided the launch and adoption of new video formats, including DVD, Blu-ray Disc and Digital Download.
VidaPrimo is the largest multiplatform video network dedicated solely to Latin Music (and the #3 music network overall). VidaPrimo generates over 1 billion monthly impressions globally, primarily from consumers 18-39 who access music videos and original programming on a variety of platforms that include web and mobile streaming sites, mobile apps, subscription services, connected TV channels and more. VidaPrimo is headquartered in Los Angeles and Bogotá.
In occasion of Stephen’s arrival at Portada’s Brand Star Committee, we asked him to tell us more about VidaPrimo’s mission and plans.
Welcome, Stephen!
Portada: Could you tell us what is VidaPrimo’s main objective?
Stephen Brooks: Our main objective at VidaPrimo is to build a singular cross-platform video network destination for Hispanic music fans throughout the U.S., Latin America and Spain. We intend to make our content ubiquitous on virtually every screen: at home, on mobile, at retail and on the go.
 The Portada Council System Brand Committee is made up of many respected professionals whose experience in defining their product and creating compelling value for multicultural consumers will be incredibly useful for VidaPrimo as we grow.
Portada: What is VidaPrimo doing to achieve this goal?
Stephen Brooks: To accomplish this, we need to build our audience through expert branding, social media and influencer marketing, and advertising; expand our distribution footprint to new sites, apps, channels and services; and create a unique, viable and scalable brand integration product for advertisers to connect with passionate music fans.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • BytedanceThe NBA has locked a new partnership with Chinese internet technology company ByteDance to deliver its content to fans in China. Through the multi-year deal, ByteDance’s Douyin, Toutiao and Xigua Videoplatforms will stream short-form NBA content ranging from game highlights, behind-the-scenes videos and news delivered straight to the consumers’ phones. Out of China, NBA content will be shared through TikTok, a content house for short-form mobile videos.

 

  • DAZN has added EuroLeague Basketball to its rights portfolio in Spain. The OTT will become the exclusive home of Europe’s premier club basketball competition from the 2019/20 season until the end of the 2022/23 campaign, including includes live matches and clips from the next four seasons of the second-tier 7Days EuroCup.

Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics.  Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

  • MGM ResortsMGM Resorts has announced a new deal with the MLB which combines the MLB brand with MGM Resorts and plays MGM brands across the league and team sponsorships, data usage in gaming, promotion across MLB-owned media platforms, and domestic and international activations at MLB events. The multiyear agreement designates MGM Resorts as the first-ever “Official Gaming Partner of MLB” and “Official Entertainment Partner of MLB.” MGM Resorts already made other recent deals with the NBA and NHL.

 

  • Minor League Baseball locked in an agreement with ECHO Incorporated that will see the brand serve as the “Official Outdoor Power Tool of MiLB” and the “Official Outdoor Power Tool of Copa de la Diversion.” Starting in 2019, in select ballparks, MiLB and its teams will help showcase ECHO’s range of products through pregame “Power Hour presented by ECHO” events to reach potential customers.

 

  • After its 12th week, the NFL is reporting that this season’s games are averaging 15.8 million viewers on TV, up 5% over last year. Also, the football organization reports that the games have accounted for 19 of the top 20 and 46 of the top 50 most-watched shows on television. Week 12 itself averaged 20.3 million viewers, up 15% over week 12 in 2017.

Subscribe to Portada daily Sports Marketing Updates!

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • FC Bayern MünchenBayern Munich has reported a record revenue for the 2017/18 financial year. The team made a total of €657.4 million (US$747.9 million), combining both the club’s Bayern Munich AG stock company and the Bayern Munich Group. After taxes, the German champions net income totaled €29.5 million (US$33.6 million). “As well as the sporting success of last season where we won the Bundesliga and reached the latter stages of the Champions League, these results are the evidence that FC Bayern also had a good year on the financial front,” stated Karl-Heinz Rummenigge, chairman of Bayern Munich.

 

  • Real Madrid locked a deal with China CITIC Bank. As part of the agreement, the two entities will create a China CITIC Bank Real Madrid credit card, which will provide financial services to fans and the chance to win tickets to home games, at the team’s Santiago Bernabeu stadium. The partnership represents the club’s first of its kind in an Asian country.

Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics.  Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

  • American ExpressParis Saint-Germain renewed its partnership with American Express. The financial services company will continue to offer its concierge service and to operate the hospitality zones of the Ligue 1 outfit’s Parc des Princes stadium. As an additional part of the agreement, American Express Platinum cardholders can purchase tickets at home games, as well as having the opportunity to attend special club events, including the opportunity to meet the team’s star players.

 

  • Mitel has become Liverpool’s official global unified communications partner, through a multi-year partnership. The English team will work closely with the technology company to enhance their fan experience by implementing cloud-based communication and collaboration solutions, enabling supporters to quickly connect with the club through voice calls and online. “We are always looking for ways to enhance the experience that we provide to our supporters,” stated Billy Hogan, managing director, and chief commercial officer at Liverpool.

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  • Coca-ColaParis Saint-Germain announced the renewal of its sponsorship deal with Coca-Cola until 2021.  “We are very proud to be one of the historic partners of Paris Saint-Germain and to renew our commitment to the club. Paris Saint-Germain is France’s favorite club and one of the most popular clubs in the world, something we have in common, always very close to our consumers. We love Paris, its prestigious club and its fans, wherever they come from. This partnership is very important for Coca-Cola, and our strategy of uniting, despite our differences,” said Francois Gay Bellile, President of Coca-Cola France.

 

  • The Houston Dynamo announced a new jersey sponsorship deal with the University of Texas MD Anderson Cancer Center. The multi-year agreement will feature cancer-prevention education, community outreach, survivorship celebrations, public service announcements, and philanthropic initiatives. This represents the first season-long cause-related jersey partnership in MLS history.

What: Portada will host five major events in 2019 to spur knowledge-sharing and networking between brand marketers.
Why it matters: Portada’s unique six unit Council System will analyze growth drivers for marketing innovation and passion point marketing in multicultural America. Best-in-class networking and branding solutions are available for marketing services vendors.

This morning, Portada announced preliminary agendas for its five main 2019 events, to take place throughout the year in key markets: Los Angeles (March 15), Miami (April 12) and New York (on April 3 and September 12), as well as in Mexico City (October 17).

Each Portada event will host brilliant brand innovators who will delve deep into topics related to marketing innovation and passion-point marketing, while providing the setting for the closed-door meetings of the six units of Portada’s exclusive Council System: the Americas Board, Agency Star Committee, Brand Star Committee, Brand Star Committee Latam, Sports Marketing Board, and Travel Marketing Board.

“I think it’s a great thing that Portada has put together, it’s given me a chance to really interact with some folks that I’ve known in the industry but maybe we hadn’t gotten together around the specific unique targeted approach like multicultural Hispanic marketing through the lens of sports and sports marketing, so it’s been very engaging for me,” says Dan Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance and a member of the Sports Marketing Board.

 

 

In addition, brand and agency executives who are Portada Council System members, as well as other brand marketers belonging to the Portada network, will be available for one-on-one meetings with pre-screened Portada partners.

The 2019 Portada Events will take place as follows:

March 15, 2019: Portada Los Angeles, Hotel Loews Santa Monica, Los Angeles

#PortadaLA will provide a unique setting for brand marketers to explore the enormous opportunities sports, music, and entertainment content offer to engage consumers in multicultural America. Register at https://www.portada-online.com/events/portadalosangeles19/

 

April 3, 2019: Data and Content Marketing Forum, New York City

At #PortadaNYData we will be sitting down with leaders who will explain how content influences commerce and analyze how data determines their content strategies. Register at https://www.portada-online.com/events/marketingforum/

 

April 12, 2019: Portada Miami: Hotel EAST, Miami
The twelfth annual edition of #PortadaMIA will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. The top-notch agenda will particularly place strong emphasis on panregional marketing as well e-commerce and direct to consumer trends and their implications for brand marketers. Register at https://www.portada-online.com/events/portadamiami19/

 

September 12, 2019: Portada New York, Yotel New York, New York City
Retailers and direct-to-consumer brands are having the thrill of their lives. Flux is the new business as usual and data and content play a pivotal role. At #PortadaNY we will be sitting down with leaders who will explain how content influences commerce and analyze how data determines their content strategies. Register at https://www.portada-online.com/events/portadanewyork19/ and check out this year’s highlights here: https://www.youtube.com/watch?v=yW_Q3tgtpIY

 

October 17, 2019: Portada Mexico, Casa Lamm, Mexico City
#PortadaMX will dive deep into how technological innovations are reshaping the Mexican and Latin American marketing space. AI, virtual reality, machine-based learning, and programmatic marketing will have an important place in the agenda. Register at https://www.portada-online.com/events/portadamexico19/ and check out this year’s highlights here: https://www.youtube.com/watch?v=zGEzYc00I4Y

 

Pablo Chiozza, Senior VP US, Canada, Asia & Caribbean, Latam Airlines Group, and a member of the Travel Marketing Board says that the board is a “very good opportunity to share different visions among different industries; we are airlines, car rentals, hotels… and it’s amazing how, even though it’s the same industry, it’s different pillars, and it’s amazing how we all share the same challenges and it’s interesting to see how everything is related.”

 

Networking and marketing solutions for marketing services providers: 

Portada provides best-in-class networking and branding solutions to marketing service vendors, including marketing agencies, tech-platforms, media properties and other suppliers of marketing services. These solutions can include:

  • Council System integrations
  • A guaranteed amount of one-on-one meetings with pre-selected brand and agency executives
  • Event integrations
  • Content Marketing Solutions
  • Branding at Portada events, websites, e-letters, and print properties.

 

To find out more about the above-cited services, please contact Sales Coordinator Michelle Lopez.

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A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • The San Jose Earthquakes hired Matías Almeyda as the team’s new coach. Almeyda was leading coach of the Chivas from Guadalajara during the team’s CONCACAF Liga de Campeones 2018 final. Almeyda will start his new position in 2019.

  • The South American Football Confederation (Conmebol) has signed its Copa Libertadores streaming rights over to Facebook. The deal will run from 2019 until 2022. Facebook will make the streaming available to all ten of Conmebol’s member nations.

 

  • Los Angeles FC Banc of California Stadium revealed a new virtual reality (VR) mobile app. The app allows LAFC fans and other customers to explore spaces within the stadium from anywhere in the world. Users can even select different camera angles to help visualize the various uses for each space.

 

  • Liverpool has signed a deal with AXA. Through the multi-year agreement, the insurance company will become the club’s first global insurance partner. AXA will host a range of Liverpool-themed mass participation events worldwide, as well as offer fan experiences.

Subscribe to Portada daily Sports Marketing Updates!

  • Brasileirão Serie ACampeonato Brasileiro Série A streaming rights were acquired by new sports technology startup Fanfoot for US$150 million. Fanfoot says it combines live streaming with a built-in online social community across any device in order to provide fans with high-quality video, engagement opportunities, unique content, and special promotions. The platform will be available to fans in early 2019.

 

  • Arsenal inked a new kit sponsorship deal with Adidas which is speculated to be worth around $78 million per year. The deal replaces Puma as the club’s partner and will go into effect on July 1 next year.

 

  • FIFA launched its first-ever global strategy for women’s soccer, “to realize the full potential that exists within the women’s game.” This Division will work closely with MAs around the world via workshops and special initiatives to assist them in bringing together key stakeholders to discuss, develop and implement their respective women’s football strategies and to ensure the greatest impact possible of their efforts to develop and grow the women’s game.

 

  • Perform Content has extended its exclusive betting partnership with LaLiga. Perform Content will remain the exclusive LaLiga betting video streaming provider until the 2022/23 season. The deal covers 848 matches per year.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Doosan Equipment EUDoosan will be the presenting sponsor of the 2018 National League Division Series (NLDS). This is the brand’s second year MLB Postseason involvement, after sponsoring the American League Division Series (ALDS) last year. The brand will receive significant exposure across national broadcast and MLB-owned channels along with in-stadium brand integration throughout the series. “We are honored to be an official partner of MLB. Our partnership is nearly a year old, and we’ve seen those efforts help to build additional brand awareness and business opportunities for Doosan in the U.S.,” said Edward Song, Head of Doosan Infracore North America.

 

  • The NFL might be canceling its Sunday Ticket deal with AT&T-owned DirecTV. According to Pro Football Talk, the league is willing to cancel the US$1.5 billion extension deal it signed with the out-of-market broadcast provider back in 2014 to take the contract through 2022. The league has the power to cancel the arrangement as early as the conclusion of the 2019 regular season. NFL viewership among Hispanics has increased by 28% in the past five years alone, according to a 2016 Nielsen report.

 

  • The Phoenix Suns signed a jersey patch deal with PayPal. With this agreement, PayPal becomes the official payment partner of the Suns, the WNBA Phoenix Mercury and Real Club Deportivo Mallorca, a second-division Spanish soccer team controlled by Suns Owner Robert Sarver. In addition, the Suns will make PayPal Credit available for season-ticket purchases. 31% of MLB players are Latino, according to ESPN.

Subscribe to Portada daily Sports Marketing Updates!

  • San Francisco 49ersTechnology company Copia is pushing its partnership with the San Francisco 49ers by helping reduce food waste at Levi’s Stadium in Santa Clara, by delivering excess food to non-profit organizations and shelters. The technology company has redistributed over 26,000 pounds worth of quality food to the local community.

 

  • NASCAR presented a new augmented reality experience available via the NASCAR Mobile app, for fans to experience the 2018 Monster Energy NASCAR Cup Series Playoffs. Fans will be able to walk through virtual portals to experience the Playoffs’ most memorable moments in 360-degree AR. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

 

  • Mediapro is preparing to launch a Spanish-speaking OTT streaming service dedicated to esports. Similar to Twitch the new platform is expected to go live before the end of this year. The channel will house live competitive gaming events and tournaments, along with a host of exclusive in-house content. According to hispanicgamers.com Hispanics expressed more interest in watching others play video games compared to Non-Hispanics.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • https://pbs.twimg.com/profile_images/1022907060948627456/FN6y9l8B_400x400.jpgUS Open ladies’ champion Naomi Osaka is set to sign Adidas’ biggest clothing deal with a female athlete. According to The Times, the deal is worth an estimated $8.5 million annually.

 

  • The MLB will continue to commemorate Hispanic Heritage Month with a slate of events and efforts designed to spotlight the contributions to baseball by Hispanic and Latino players throughout the month of September. Initiatives include special MLB Network vignettes highlighting Latino stars, social and digital content across MLB’s bilingual platforms, and in-park Club celebrations around the league. MLB also presented new media platforms designed to provide real-time, quality content to the Spanish-speaking Hispanic and Latino audience.

Subscribe to Portada daily Sports Marketing Updates!

  • Baloncesto Suprerior NacionalPuerto Rico’s premiere professional basketball league, locked a partnership with WSC Sports, the leader in AI powered sports video content, for automated creation and distribution of video highlights. WSC’s machine learning technology enables BSN to automatically create video highlights and share them across digital and social platforms. This is a small way for WSC to give back to Puerto Rico, following the devastation of Hurricane Maria in 2017.

 

  • DoritosTwitchCon 2018 will see Doritos in the trenches, with the announcement of the Doritos Bowl on Oct. 27 in San Jose. The event will have top gamers competing in Call of Duty: Black Ops 4’s new battle royale mode, Blackout, anchored by Ninja, Shroud, CouRage, and DrLupo. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to a 2014 Think Now Research study.

 

  • JBL is expanding its presence among NBA players and teams. In addition to welcoming back champion Stephen Curry, NBA All Star Andre Drummond and Kristaps Porzingis, JBL is adding Giannis Antetokounmpo as an ambassador. The brand also announced a partnerships with the Chicago Bulls and Miami Heat starting during the 2018-2019 season.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • NASCARNASCAR presented the Monster Energy NASCAR Cup Series Playoffs in Las Vegas. To celebrate the start of the sport’s postseason and engage fans, the festivities center around three major events: Monster Energy NASCAR Cup Series Playoffs Media Day; NASCAR Burnout Blvd Fueled by Sunoco, and a two-day Playoffs Party at Fremont Street Experience. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

 

  • MLB and USA Baseball announced a new high school baseball tournament designed to showcase some of the best rising seniors from Texas and California. “States Play,” co-hosted by the Texas Rangers, will center on a three-game series at Globe Life Park in Arlington, from Aug. 24-26. Each game will stream LIVE on MLB.com, and access to Globe Life will be free for the public. 31% of MLB players are Latino, according to ESPN.

 

  • Razer inked a strategic partnership to become the official phone and headset provider for Tribe Gaming, a top mobile esports organization in North America. The deal includes an eight-episode docuseries to be released by the end of 2018. According to a 2014 Think Now Research study Hispanic gamers buy and rent video games more often than Non-Hispanics.

Subscribe to Portada daily Sports Marketing Updates!

  • Papa John's PizzaOne month after suspending their relation with Papa John’s, after the pizza brand’s founder John Schnatter made some racist comments, the New York Yankees have restored their partnership, and will sell its products again at the Yankee Stadium.

 

  • The NFL team Los Angeles Chargers announced telecommunications company Rokit as their official wireless partner. As part of the multi-year agreement, the firm also becomes the title sponsor of the team’s stadium, Rokit Field at StubHub Center.

 

  • NBA franchises owned by the Los Angeles Lakers, Brooklyn Nets, Atlanta Hawks and Minnesota Timberwolves will join its NBA 2K League esports competition in 2019. The four expansion teams will join an existing roster of 17 NBA teams which participated in this year’s inaugural 2k League season, which got underway in May and will conclude with its first ever finals event on 25th August.

What: Only three days left to save US $50 off your #PortadaMX ticket. Don’t wait any longer, register now and join us at the beautiful Casa Lamm in Mexico City.
Why it matters: Portada Mexico gives you the opportunity to network with first-rate brand and agency executives. Choose your one-on-one meetings and get ready for a group of brilliant speakers taking the stage on October 17.

The seventh edition of Portada Mexico will be an exclusive event where representatives from all the most important brands and agencies in Latin America will get together for a unique networking opportunity. Under the roof of the historical Casa Lamm in Mexico City, brilliant speakers will take the stage in order to deliver conferences and conduct interactive workshops on the main technological innovations within marketing, such as AI, VR, automatization and programmatic buying.

Get your early-bird tickets and network with Javier Martinez Morodo after his Fintech & Innovation workshop!

For the first year, Portada is introducing its Portada Meet-Up service. Right after registering for the event, you will receive a list of executives that will be available for 4-minute one-on-one meetings. These meetings will be assigned on a first-come-first-served basis, so don’t wait to find out whom you want to meet! The early-bird rate expires THIS WEEK (August 17). You can save US $50!

Some of the members of Portada’s Council System will be available for meetings. Among them, you’ll find stars like:

Angel Carmona
Business Manager Latin America, Wilson Sporting Goods Co

José Camargo
E-Commerce Subdirector, Best Buy

Andrea Echániz Cuenca
Digital Manager, GBM

Yamile Elias
Director of Business Innovation & Marketing, Pepsico

Rafael Lopez-De-Azua
Head of Media and Digital – LATAM (Director), Coty

Carlos Leal
Marketing Director, RAPPI

Hugo Faria
Global Business Director, PHD Latam

Marina Günther
Head of Trading, GroupM Mexico

… and many more! So get your early-bird ticket before the end of Friday, and choose your one-on-one meetings!

What: Francisco Lindor’s All-Star Game appearance in Washington, D.C. helped enhance his status as one of the league’s rising stars on and off the field.
Why it matters: A crossover standout like Lindor, who has appeal not just to Latinos but to a wide variety of fans, can be what baseball needs as it struggles to market outside of die-hard fans, to younger audiences.

There he was in the midst of the biggest night of stars for Major League Baseball (@MLB ‏) in the summer of 2018, shining as bright as a personality as anyone else and then some. The Cleveland Indians’ Francisco Lindor (@Lindor12BC), a young, athletic, multilingual personable star, chatting up Joe Buck (@Buckand crew on the FOX Broadcast from his spot at shortstop, live in the midst of the All-Star Game (@AllStarGame ‏) in Washington as play was developing all around him.

Not only was he answering questions and giving fans a true “look-see” into the goings on on the field, Lindor was chatting up players around him in English one minute, Spanish the next, with the ease of a talk show host. He also didn’t miss a beat as he tracked down a short 7th inning popup in left field, still conversing with the guys in the booth as the inning ended. At a time when some are questioning the marketability of a young generation of stars, the 24-year-old Puerto Rican seems to be ready to assume the mantle not just for Latino fans, but for all of America as the Tribe (@Indiansmake their play in the season’s second half and beyond.

…in a time when many are questioning the lack of marketing effort put forth around some of MLB’s brightest stars, the Puerto Rico native might be ready for a big next step.

The smooth conversation during the national broadcast wasn’t the first time even that day that Lindor let his personality do the talking. He arrived for the MLB red carpet sporting a stylish backpack and hat, with skinny jeans and no socks, as comfortable with the cameras as he is on the diamond. “His sense of calm and style is impeccable,” said La Vida Baseball (@LaVidaBaseballEditor In Chief Adrian Burgos. “If Prince came back as a ballplayer, he would be Lindor; he epitomizes cool.”

Cool is anything the 24-year-old now Floridian has been on the field again this year, ranking among American League leaders in everything from runs (first as of 7/25) to home runs (5th) to WAR (4th). His brand value is also sizzling.

According to opendorse (@opendorse), the leading platform for pairing athletes of all backgrounds with brands using social media metrics, the man known as “Mr. Smile” has amassed over 84,000 new followers on Instagram since Opening Day, seventh among all active MLB players in growth since the season started. He is also 5th overall amongst Latino stars and gaining fast, trailing only Giancarlo Stanton, Manny Machado, Jose Altuve and Javier Baez.

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That on and off appeal hasn’t gone unnoticed in a world well outside Cleveland now. When LeBron James exited Ohio for the L.A. Lakers earlier this month, New Balance (@newbalance), which made Lindor their global ambassador for baseball, started lobbying that James’ massive downtown billboard be replaced by one of Lindor. The campaign itself fit well into his rise on the field, and was amplified by the national stage last week in Washington, where media big and small suddenly saw star power on the rise. Other brands, like Pepsi, Taco Bell, Lids, and Franklin have started to hitch their ride on Lindor’s growth, and in a time when many are questioning the lack of marketing effort put forth around some of MLB’s brightest stars, the Puerto Rico native might be ready for a big next step.

credit: Flickr/Erik Drost

“Francisco has a rare mix of being comfortable around both the English and Spanish speaking fans, partially because he came to the mainland U.S. at such a young age and grew up in baseball in a multilingual and multicultural environment,” Burgos, who has followed Lindor throughout his career, added. “Cleveland might not be L.A., but his personality and performance will transcend that city, and he is a great fit for what baseball needs: a young, savvy, telegenic crossover star, it’s very exciting to see his potential playing through.”

Now that potential still has a ways to go, both on the field and off. To effectively rise above Ohio and find his way to Madison Avenue consistently, the Indians need to stay in the competitive mix. A healthy season, combined with a vibrant personality for a sport that is working to grow telegenic, multicultural stars is a marriage that sells, and sell Lindor can do.

For brands, for baseball, to the growingly engaged and business savvy Latino audience, and most importantly, to mainstream America, Francisco Lindor is raising the bar. A new star shown brightly in the Nation’s Capital, now it seems ready to take its place in a bright multicultural constellation.

We all should enjoy the view.

We are introducing 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.

Hotels are discovering the power of voice-activated digital assistants to build customer loyalty. Marriott is trying out the Amazon Echo in rooms at select properties allowing guests to access information and hotel services as well as their favorite music.

Video ad spends by brands doubled in 2017 compared to 2016 according to a new report from InMobi. In-app video advertising surged by 136 percent in 2017 worldwide and has grown by 500 percent in China so far this year.

Most consumers don’t trust how brands are using their personal data and would like to see improved personalization of offers, according to a new study from Jebbit. The study found consumers would even be willing to relinquish some of their privacy to get access to better deals.

Viewers of streaming video say they are watching more online (47 percent report more live online video streaming) and less offline (regular TV) as a result (44 percent), according to a May survey by the Interactive Advertising Bureau.

E-Commerce communities continue to force brands to go digital with 46 percent of brand marketers telling Ingenuity that they are revamping their go-to-market strategies as a result, including moving faster to make sure they are covered on all channels. A little over 25 percent said they are making changes to how much they spend online.

Try it on—on Facebook? The social media giant has announced it will test augmented reality ads with users in the United States, with products including makeup and furniture. Michael Kors will be among the first brands to use the technology to advertise its sunglasses.

Facebook New Customer Tracking Tool for Brands, called Journeys, is no ‘Magic Bullet’
Andrea Lopez, head of the social media agency Socialyse in Miami tells Portada.

MediaMath has won $225 million in new financing for its demand side and data management platforms powered by artificial intelligence aimed at making connecting brands with consumers more efficient and effective.

Door-to-door on-demand delivery service Rappi, with operations in Colombia, Mexico, Brazil, Chile, Uruguay and Argentina, has caught the attention of Headway, the Buenos Aires, Argentina based mobile marketing company. Headway will serve as Rappi’s exclusive partner for promoting the Rappi app.

Know your customer has taken on new urgency, according to a recent study published by the Harvard Business Review. A majority of companies (58 percent) said customer analytics have improved customer retention, but even more (60 percent) said real-time analytics is “extremely important.” Nearly three-quarters said they have increased spending on real-time analytics over the past year.

What: NewBase has published its evolution of marketing survey “The Evolving Marketer.” The online global survey includes 120 CMOs in over 20 markets. Newbase conducted the survey between November 2017 and January 2018. The survey explores the role of the CMO and the changing marketing landscape.
Why it matters: In order to help companies stay on top of the game, today’s CMOs must evolve with the changing expectations of the customers. They must manage everything from branding to promotions, content creation to distribution, and data analytics to overall marketing strategies. They must keep customer satisfaction in mind at all times.

The new role of the CMO in the evolution of marketing

NewBase explains in its recently-published study titled “The Evolving Marketer” that the new role of the CMO is to move through the “elevator shaft” of the company. The CMO must manage information from the ground to the top executive levels. He or she must drive revenue and lead their business through nowadays’ fast-paced change and transformation. Evolving technology expands the role of the CMO widely. Proof of that is that the CMO now oversees an average of 12 creative and MarTech areas. Sixty-four-percent handle at least 10 or more areas.

Digital marketing occupies the top of the list out of 24 marketing functions measured by the survey. That’s according to 85% of respondents. Marketing strategy (83%) follows closely, as do advertising (81%), content marketing (79%), and branding (76%).

CMOs see their roles differently

The survey of CMOs and the evolution of marketing identified a clear 50/50 split on how CMOs perceive their roles. They either consider themselves “creative-driven” or “analytically minded.” The Creative CMO, now storyteller and copywriter, places great emphasis on perfecting the customer experience. He or she most likely gained experience in traditional marketing later expanding into the tech realm. They now need to be “digitally astute, fully immersed in the technology stack, and accountable for business results.” Content marketing (85%) occupies their main area of budget responsibility. Digital marketing and events (83%), marketing strategy (81%) and branding (80%) follow.

Tech CMOs struggle with pace of change

The Tech CMOs most likely built their experience based on technology innovations and data mining and analytics. They’re involved in sales and advertising processes. Digital marketing and advertising are their main marketing functions (86%). That is followed by marketing strategy (85%). Even though Tech CMOs try to keep up to speed with tech changes, 61% of overall global CMOs consider that it’s essential. But they say it’s often difficult for them to follow up on the stream of new stuff.

92% of respondents [global CMOs] agree that creative and analytics need to work more closely together to drive success.

The most reasonable solution would be to merge the talents of both CMO counterparts. Up to 77% of CMOs agree that “there is an increasing interest in marrying art, science, and data”. Ninety-two percent of the respondents agreed that “creative and analytics need to work more closely together to drive success.” It only makes sense that a Tech CMO could benefit from a strong creative partner. A Creative CMO could work closely with an analytical second in command.

Importance of data analytics in the evolution of marketing

CMOs agree that “marketing decisions should be based on how they impact the customer, rather than the business.” As a result, data analytics takes up more of their time and responsibilities, according to the survey. It registers the highest percentage of budget increase. As technology dictates the customer’s experience with brands, content marketing, social media, digital marketing, and data analytics occupy areas of great concern for companies. Moreover, the increased importance of these areas in recent years has caused an expansion of the CMO role. The CMO takes part in almost all areas of marketing. Sixty-one-percent of global CMOs consider the role to be complex. Almost half agree that “tech changes often make it difficult for the CMO to keep up.” Ninety-seven-percent agree that “It is essential to keep up with innovations in technology.”

However, the global CMO claims that over half the data available “is not being used to its full potential.” Instead of just accumulating and storing data, CMOs say that some of the analytics budget should be used in deeper analytics, interpretation, and implementation of the data they already have. Seventy-four percent of respondents agreed that it’s more important to refine data management and analytics systems than to focus on the latest tech.

Outsourcing still counts

Taking into consideration the extended scope of their responsibilities, it’s only natural that CMOs need to surround themselves with a competent team. In order to do that, they must select a mix of in-house and outsourced team members. The highest “fully outsourced” service among global CMOs is programmatic (43%), followed by advertising (36%), creative and design, and research and insight (both 28%). Nevertheless, many critical functions need to remain in-house. Marketing strategy is delivered fully from company insiders (86%), followed by product marketing (76%), customer experience (75%), and social media (52%).

A successful CMO must always remain in command and at the center of the organization. “The Evolving Marketer” shows that empowering the CMO with more autonomy over budgets, operational and strategic decisions can have a positive impact on the business. It can also strengthen their relationship with the board member. That’s because the board members need to work closely with the CTO to define goals and functions. They also have to educate CFOs so they can fully understand the impact of marketing on their businesses.

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