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Portada Council System members have voted for the topics to be discussed at the three main speaking slots at Portada Miami on June 4, 2020. The topics have to do with organizing companies around digital marketing efforts, identifying brand differentiation opportunities in digital, and maximizing results on mobile. 

 

differentiation opportunities at portada miami 2020Last month, Portada announced the new structure of the four Portada events in 2020. Council System units oriented to United States markets chose the three main topics to be discussed at Portada Los Angeles on April 2. Now, we are pleased to announce that the brand marketers in Latin America-oriented Portada’s Council System have voted for the topics to be discussed at the three main speaking slots during Portada Miami on June 4, 2020.

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

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

Portada Miami Keynote: To “win” in digital: how best to organize companies and marketing organizations

I’d like to have a better understanding about the way companies should be organized to face digital dynamics upon consumer evolution.

Digital is very wide and companies need to focus their investment in order to have a positive ROI and win in digital.

The role of CRM’s: It’s critical to understand how CRM programs / smart data can help to bring and maintain more users for the brands.

Consumer Insight Highlight Speaking Slot: Which digital efforts can truly add value and differentiation opportunities for your product/brand?

differentiation opportunities at portada miami 2020

I believe to find differentiation opportunities we have a strong need to accelerate our knowledge about what is gaining relevance (in the digital era) from a consumer standpoint and the way the brands need to connect within this new ecosystem.

What and how to invest means everything regarding investment in digital media.

Digital media is overwhelming: How can we identify correct use on the channels where customers appreciate it?

 

MarTech Solution Spotlight: Maximizing marketing efforts and results on mobile

Mobile is/will be the most important digital media asset and we have to make sure we optimize best practices.

Partnerships and alliances to maximize marketing efforts. Cross companies marketing trends customization, value of loyalty for CPG.

Mobile is 70% of user traffic today. Users are growing the mobile market and companies are not adapting as fast. How can we identify, implement and foresee solutions.

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

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

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

For more information about getting involved with Portada Miami on June 4, 2020 please contact Sales Coordinator Leslie Zambrano, or click on the banner below.

 

Loyalty marketing includes tools that help marketers engage with consumers. Here are some pros and cons of digital mobile wallets, in-app rewards, blockchain-based loyalty programs, AI-based loyalty marketing and mobile devices with beacon technologies.

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1. Digital Wallets, Great Organizers of Financial Lives

According to recent data, the average American carries 17 cards. This clearly shows how important it is for consumers to have an overview of their financial life (including their different loyalty programs).  Digital wallets are ideal to help customers organize their financial and loyalty products.

2. In-App Rewards: a Loyalty Marketing Tool

The digitalization of reward programs can be an important driver for customer engagement.  However, most In-App Rewards are based on a gamification context.

Pros:

  • Rewards for better prices, discounts, special offers. In other words, this type of technology can leverage the value proposition to customers.
  • Makes feel your regular customer as a high-value customer, that fact can generate effective recency/frequency and at least more interaction with the brand.
  • Churn strategies; getting back old customers / capture new generations and/or new markets.
  • Leverage Ancillary Revenue / Check-in ratio / Leverage negative performance markets or flights.
  • Incentives for B2C markets.
  • Differentiation from competitors.

Cons:

  • In-App can be very strong to generate engagement but also challenging to generate revenue.
  • Potentially low ROIs due to high operation costs (IT, back-end, front-end).

3. Blockchain-Based Loyalty Programs

Blockchain is a powerful strategy for loyalty marketing because of its inherent safety.  The most valuable asset of a loyalty or Frequent Flyer Program is the data. Blockchain is designed to store transactional data in a secure and decentralized way. Customers appreciate this model because it is a “Loyalty Hub”. This technology can simplify the process of applying and keep customers from having full wallets/apps or accounts/passwords with the brands they want to interact with.

Blockchain is designed to store transactional data in a secure and decentralized way.

Pros:

  • High redemption rates.
  • Analytical and statistical information / more accurate information / give the customer what they need, when they need it and at the right price.
  • Customer incentive oriented: “Buy what you need and I’ll reward you”.
  • Traditional loyalty programs reward you for the extra purchase when customers realize that is a problem. Here the information is secure.
  • Loyalty Hub: customers always appreciate simple and centralized platforms.
  • Points can be changed for cryptocurrency.

Cons:

  • Complex method.
  • High UX costs.
  • High consulting costs.
  • Blockchain technology may not yet be popular enough.

4. Artificial Intelligence

Nowadays is not enough to get customers and generate leads from e-commerce strategies. It is a must for companies to start being AI and Machine Learning oriented in some way. This is not a trend, but a real need. Brand marketers and loyalty marketing experts are looking for deep learning experiences that allow recording and auto-analyzing customer information. AI can enable an extremely high degree of personalization. To get the most out of AI it is important for managers to understand market behaviors, customer preferences, demographics, etc.

Brand marketers and loyalty marketing experts are looking for deep learning experiences that allow recording and auto-analyzing customer information.

5. Mobile Devices with Beacon Technologies

Frequent flyer travel programs or loyalty coalition programs are common currency in the travel and lifestyle sectors. These programs provide customers the opportunities to use/redeem the points (virtual coins) they win in the regular day-to-day shopping to acquire plane tickets, accommodation, car rental, ancillary airline products, etc. Beacons allow these programs to be farther reaching and help opening new markets, generally abroad.

Roberto Muñoz, Head of Loyalty Travel at Puntos Colombia, a member of the Portada Council System helped compile this information.

In the era of technology, the winner is the one who adapts faster. Thus, clients are moving their programmatic ad buying in house, as well as looking for media services in big consultancy firms such as Accenture. This results in a need for tech knowledge in ad media agencies who are  facing challenges to remain relevant. Learn how Portada Council System’s leading brand marketers and agency executives offer solutions to better adapt to an increasingly demanding technological landscape. 

 

Kick-Off Facts

need for tech knowledge

  • About 30% of marketers were unsatisfied with their agency model in 2018. (Movidiam)
  • Nearly 80% of the brands that are members of the U.S. Association of National Advertisers (ANA) have some form of in-house agency, almost double since 2008. (ANA)
  • In 2019, the purchase of creative ad agency Droga5 by Accenture meant adding a creative muscle not normally associated with giant consulting firms. Additionally, WPP announced that it would not participate in pitches audited by Accenture.

Check out the previous Brand Marketer Challenge here: Social Media’s Evolving Role, 4 Opportunities for Travel and Lifestyle Marketers 

Three Tech-Knowledge Challenges According to Portada Council System Members

1. Focusing on Digital Lower-Funnel Can Hurt Traditional Brand Buiding

Related comment: “Consultancies and MarTech companies are mostly involved with lower-funnel conversion, but what happens if nothing comes in the lower funnel? Focus on digital to the exclusion of traditional media which may have a more brand building, higher-funnel role in messaging.”

This is just another fad in the industry. Media agencies have a much more unified approach to marketing and media than consultancies.

2. Finding the Right Talent Isn’t Easy

Related comment: “One way to boost talent and knowledge is by encouraging companies to move from vertical structures to demand cells (sales, marketing, supply, development, etc) so that they can evolve to multifunctional teams instead of verticalities.”

There’s too much technology, too many tools that no one knows how to handle.

3. Leadership is Too Far Above

Related comment: “Managers often give instructions from corporate without much real knowledge of the market.”

Many times, senior executives at agencies have a lot of theoretical knowledge they haven’t really put in practice.

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

Two Tech Knowledge Opportunities identified by Portada Council System Members

1. Agencies Have Often More Cultural Knowledge than MarTech Companies

Related comment: “Firms with no cultural knowledge can affect messaging to multicultural segments. There is a need for cultural identifiers.”

Brands that market ‘in culture’ are more successful. Consultancies are often not able to take this into account.

2. Advertisers Have the Opportunity to Influence Talent Selection

Related comment: “Some clients are more prepared than the agency ‘experts'”

Practical example: A famous multinational company changed to a new agency and made sure to be able to influence payrolls, positions, objectives, etc.

It’s not about tecnology, but about knowledge.

 

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

Engaging customers in a multi-channel world is one of the most challenging tasks for brand marketing decision makers today. According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed. Effective multi-channel marketing is a key discussion point at Portada Council System meetings. Learn how leading brand marketers in Portada’s Council System find solutions to multi-channel marketing challenges.

Kick-off Facts 

– According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed, and 33% describe it as dynamically coordinated.

Only 9% of marketers currently engage customers across multiple channels on a consistent basis (DMA/ANA).

– Compared to single-channel shoppers, customers engaging in multi-channel strategies spend 3x more. (Pure360)

Three Multi-Channel Marketing Challenges for Portada Council System Members

1. Choosing the right channel(s)

Understanding the right channel for individual consumers depending on factors including demographics. We have to serve our customers in the channels they want to be served.

Related comment: “Although customers are multi-channel, one platform made them pull the trigger”
Practical example: If a company only offers a call center as a means of customer service, it excludes all the customers who prefer fully digital transactions over interacting with phone operators.

2. Having channel-agnostic customer engagement tracking technology

Having advanced technology to track the consumer through different platforms while delivering the same message and service quality independent from which channel is being used.

Related comment: We only track consumers’ behavior online, but we can’t track their offline activity.

3. Adapt messaging across various channels for delivering a consistent consumer experience 

People interpret the message differently according to each channel. Platforms should be handled in the right way.

Portada Council System

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

Four Solutions Suggested by Portada Council System Members for Better Engaging Your Customer in a Multi-Channel World

1. Make sure technology is on your side. New tools are there; they should be an enabler, not a barrier

Portada Council System

Take your multi-channel customers to the cloud so that all touchpoints converge there. Whether online, on the phone, or at the kiosk, all the data is on the cloud.

2. Use attribution models. Make sure you know where clients are really coming from

Get to know  your customer by looking at their behavior and offer an experience that really fits their lifestyle persona.

3. Look at customer purchases and service requests as two different models

We should not mix the two messages; one is selling and another is customer service.

Practical Example:
An airline knows when a passenger has had a bad experience during their previous flight. A flight-attendant has the information about this passenger on a subsequent flight and offers an apology.
Caveat:
AI can help, but bear in mind privacy issues. (AI like Alexa listens to private conversations to generate purchase intent)

4. Make sure consumers know that the brand is a long-term provider

Make sure the customer knows that we as providers can actually take into account their lifelong value as a customer, unlike intermediaries which are entirely price-driven.

 

2020 opportunities

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

What: Marketing disruptors and innovators shared insights on the advance of marketing technology in Latin Markets at Portada Miami on April 12. Here are some of the takeaways that you missed.
Why it matters: In its twelfth annual edition, Portada Miami gathered over 100 decision-makers involved with major brands across all sectors, and provided a space for top quality networking and knowledge-sharing.

 

 

Rappi’s Carlos Leal and The Shipyard’s Kate Canel

This fragmented, hyper-connected world forces us to adapt to the new trends as soon as they appear. And even though data, the blueprint of this ship we’re all on, is there to guide us through the process, the fact is there’s too much of it available to even comprehend.

Technology is an enabler, but it demands early adoption. As demonstrated throughout the Portada Miami series of talks and panels last Friday, tools like AI are here to help, but there are barriers that have kept certain markets behind. However, both brands and service providers are getting ahead, and it is precisely spaces like Portada Miami that allow collective knowledge to grow.

Ana Laura Acevedo and Latam Airlines’ Pablo Chiozza at the Travel Marketing Board private meeting

During the private activities of the Portada Council System on Thursday, three of the council units, the Travel Marketing Board, the Americas Board, and the Brand Star Committee Latam discussed relevant topics like social media’s evolving role, knowing your customer in a multi-channel world, digital organization, brand differentiation, and strategic video use. Right after the meeting, Travel Marketing Board Ana Laura Acevedo, SVP, Marketing & Business Development at RCI Latin America, sent an email to her team to put in practice an idea that had come to her while talking to her peers.

Portada Meet-Up

Attendees could network with members of the Portada Council System the day after, and listen to the brilliant speakers on the Portada Miami agenda, who also discussed the role of the city and its future as a marketing hub. At the Portada Meet-Up session, ticket holders held one-on-one meetings with brand and agency executives of their choice. Here are some of the key takeaways of the #PortadaMIA panels.

 

 

 

“Contextual relevance is what earns you the right to engage with the multicultural consumer. We use data to vet that environment or content.”

(Ana Crandell, Group Account Director, OMD Multicultural)

 

 

“Have very clear goals and objectives, stick to your strategy and plan, and know it takes time to reach your objectives.”

(Christine Esteve, VP E-Commerce, Carnival Cruise Lines)

 

 

“Performance is something that has a very clear outcome. Make sure to understand your consumer, don’t do content for content’s sake.”

(Andrés Amezquita, VP Digital and Commercial Excellence, StanleyBlack&Decker Latin America)

 

 

“As marketers we need to understand consumers and identify what the barriers and frictions are, and only then look at how technology can help.”

(Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing, Visa Inc.)

 

 

“The online consumer today is not determined by demographics but by their interaction with digital. “

(Carlos Leal, Marketing Director, Rappi)

 

 


“We started from the premise that especially in Latin America, when you really love something, you live it.”

(Carlo Espinoza, Senior Marketing Manager, Latin America Beverages

Pepsi)

 

 

“The diverse Miami workforce reflects what the United States will look like in years to come.”

(Joseph Roisman, EVP, Perry Ellis International & Jaap Donath, Ph.D., Senior Vice President, Research & Strategic Planning, The Miami-Dade Beacon Council)

 

 

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: Social Lens Research teamed with MocoSpace and response:AI to conduct an in-depth study on voice command usage across devices, locations, age groups, and ethnicities.
Why it matters: Even though voice command is not yet mainstream, it is expected to become one of the leading technologies of the near future.

 

Julie Diaz-Asper (right), Founding Partner, and Denisse Icaza (left), Head of Community, at Social Lens Research, co-authored the below report on the importance of voice first experiences for reaching multicultural audiences. Denisse Icaza  is the founder and editor of the award-winning blog AhorrosparaMama.com, that offers Spanish-speaking moms new ways to save time and money without sacrificing quality or their favorite brands.

 

While voice command has not yet become mainstream, multicultural women are leading the way in the early adoption of this new technology. According to the Social Lens Research Voice Command Study: current state, diverse moms who are constantly online and own multiple devices are the current power users of voice. Reaching and engaging multicultural moms with voice command will be a smart strategic move this holiday season and into 2019.

Multicultural moms are more likely to use voice commands across more devices, locations, and for more reasons. Important is building voice experiences that meet their unique needs (simply translating an App into Spanish won’t be enough). High voice use cases that are important for brands to focus on include:

  • 45% use voice to find a store. Local businesses would benefit from optimizing for local voice search that is culturally relevant and useful (e.g., best Rosca de Reyes bakery near me).
  • 42% use voice to find a movie. Entertainment companies could help users find/recommend content to watch (e.g., most educational cartoons in Spanish for a 6-year-old).
  • 83% use voice in a car. What important tasks can you help your customers finish on their daily commute (e.g., create a shopping list for Chilaquiles and find me some deals).

A comprehensive voice strategy will need to prioritize building a useful voice first experience (help me find what I want, complete a task faster). Depending on the use case, it will need to work across the devices the user wants to use such as smart TVs, smart speakers, smartwatches, and smart home devices. Important will be tapping into voice first functionality already built by device manufacturers (Alexa Skills or Ok Google commands) and app providers (GrubHub voice first ordering).

To avoid multicultural audiences having usability issues, voice-activated products and services need to take accents (international and regional), unique, culturally relevant requests (e.g., best healthy meriendas for hungry teens, find the nearest mercado) and word phrasing into account.

Google Home’s adoption of Spanish commands

Google’s smart speakers can now understand and respond in Spanish. Furthermore, Google recently announced that its Assistant has become bilingual, meaning that it now can understand two languages simultaneously, making it a very user-friendly smart assistant for a multicultural market.

Comcast’s X1 Voice Remote Commands can now be set to Spanish

Smart TV is leading the way for first experiences with voice usage for Hispanics. Hispanics over-index (+19%) on smart TV voice command usage, according to the  study. Comcast has improved artificial intelligence in its X1 Voice remote for commands in Spanish. In addition to using the language of your choice (the X1 interface has to be set to the preferred language) to change channels, search for shows, get recommendations and more, the smart remote control also has a whole new range of commands for connected homes.

Marketers and developers are still in the early days of building robust voice first experiences that are truly designed to meet multicultural consumers’ needs.

Important considerations:

  • Build unique experiences that meet the interests and needs of your multicultural customers. Understand the context of when, where, and how your target customer might be completing a task across the devices they use (starting a grocery list in the kitchen, adding items/comparing prices in the car, and checking off items at the grocery).
  • Include Spanish/bilingual language options. Adapt to how your users actually talk and what words they use in both languages.
  • Make it an end-to-end experience. Don’t start with voice first and then lead to an experience that requires you to access a computer or punch in a number.
  • Assume that customer will contact you hands-free and build customer service user paths that work well with voice commands.