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Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.

Media agency UM’s Wave 9 social media tracker found that 85% of consumers globally use instant messaging to stay in touch with family and friends (compared with 69% in last year’s survey), and that instant responses are expected.

BBC StoryWorksstudy ‘Science of Engagement’ says no emotion is a bad emotion when it comes to creating content-led marketing campaigns. When you trigger serious emotions – puzzlement, fear and sadness – a deeper subconscious relationship with the brand occurs.

A study by Walker Sands has found that just 50% of US mobile users redeemed a coupon last year, despite the fact that 53% believe it would improve their in-store experience.

AT&T has overtaken Verizon as the world’s most valuable telecoms brand, and Nokia‘s brand value has reached $4.9bn on the back of newfound momentum following the revival of the 3310.

A satisfied customer is more than twice as likely to subscribe to a brand’s email marketing when compared to unhappy customer, according to the MarketingSherpa Customer Satisfaction Research Study.

Gartner released its periodic update to the Gartner Magic Quadrant for Application Security Testing, which analyzes vendors’ Static, Dynamic and Interactive Application Security Testing capabilities. IBM maintained its position in the “Leaders” Quadrant for Application Security Testing in a report that spanned 18 total vendors.

Research from Adgooroo revealed that Amazon came in at the top of the list of US paid search advertisers last year, generating 471.4m clicks in 2016, with Weather.com coming in second with 245.6m clicks. Macys was third with 167.6m clicks, followed by The Home Depot with 146.1 clicks.

PointSource’s latest study reveals that 48% of organizational leaders report that they aren’t sure they’re accurately addressing their audiences’ needs across platforms, while 84% say their organisation has outdated legacy systems that impact the ability to improve their digital experiences.

What: WIRED and Nokia have launched #maketechhuman, a year-long initiative that examines technology’s impact on our future. The multimillion dollar deal which includes a new website (WIRED.com/maketechhuman),  print ads and events is, at the core, a content marketing project. The initiative has kicked off with a Reddit Ask Me Anything hosted by world wide web inventor Sir Tim Berners-Lee. It will run through November 2015.
Why it matters: Brands are increasingly going directly to media properties, sometimes bypassing the agencies, to do Content Marketing projects, where they leverage owned, paid and earned media.

descargaWIRED and Nokia, the technology supplier not the mobile phones unit which was sold to Microsoft, have launched #maketechhuman, a new initiative created to start a conversation about technology, its role in society, and whether it truly serves humanity. The goal of the initiative is to identify opportunities and challenges created by technology, and then shape the future in a positive direction through conversation, awareness, and content.

The initiative, which runs through November 2015, kicked-off with a Reddit Ask Me Anything (AMA) hosted by Sir Tim Berners-Lee, the inventor of the World Wide Web. The AMA, intended to give a passionate social community the once-in-a-lifetime chance to speak with a luminary in the WIRED world.

Wired’s Editor in Chief Scott Dadich was the keynote speaker at last year’s Portada LatAm Summit (read an interview with Dadich).

Also , WIRED and Nokia are launching a content hub-a first-of-its-kind narrative on WIRED.com. Throughout the duration of the initiative, the hub will serve as place for users to share their enthusiasm and concerns about technology. Based on user feedback, topics will be determined and content will be created. Videos, short web posts, and long form articles will be published regularly by WIRED’s Brand Lab, comprised of industry luminaries, experts, and notable writers.

Later in the fall, WIRED and Nokia will hold the first-ever maketechhuman Summit-an event that will highlight the innovative solutions for the important issues uncovered throughout the initiative. The program will wrap with a documentary recapping the key learnings.

“Although technology has ushered in an extremely exciting era of unprecedented productivity, convenience, collaboration, and creativity, it’s also shaken up our security, our privacy, and our jobs in many ways. As the role of technology continues to expand our lives, we feel it’s time to start a conversation to ensure that technology serves humanity and not the other way around,” says Barry French, Head of Marketing and Corporate Affairs, Nokia. “Nokia turns 150 years old in May of this year. Our aim is to expand the human possibilities of the connected world and, true to that vision, we look forward to the future with a desire to talk about both the challenges and the extraordinary potential of our technological path ahead.”

“We are very excited to launch this important and timely conversation with Nokia,” said Kim Kelleher, publisher and chief revenue officer. “WIRED has always been optimistic about the future of technology.”

People can begin submitting topics for consideration at WIRED.com/maketechhuman or via social media with the hashtag #maketechhuman.

Join us at PORTADA Mexico!

A day after a comprehensive introduction to the economic opportunity of Brazil, the Latin American Advertising & Media Summit on Wednesday opened the discussion around the opportunities -and challenges- surrounding yet another Latin American colossus: Mexico.

Country Focus: Mexico featured Jorge Laverde, Marketing Head of Latin America North of Nokia; Gerardo Llanes, CMO of the Mexico Tourism Board, and John Price, managing director, Americas Market Intelligence, who took the opportunity to discuss the challenges faced by the newly inaugurated President, Enrique Peña Nieto.

While panelists agreed that Mexico still faces many challenges, namely the growing violence fueled by the increasingly powerful drug-lords, they also said to be bullish about the country.

“Mexico is everybody’s bet in the next 5 years,” said Price, who has studied Mexico and is considered an expert in Latin American markets.

Yet, one has to be cautious and avoid overhyping an economy. “Overhyping an economy can make money leave with the push of a button,” said Llanes, from the Mexico Tourism Board. “We have to beware the capital golondrino (speculative, hot money,) which can be a serious risk. […] We need more companies investing in plants, in factories;  that is productive capital that stays in a country.”

The panel was moderated by Santiago Durán, Digital & Catalyst Director of Havas Media Mexico who took the stage wearing a “Se Habla Digit@l” T-shirt. Durán asked the panel to weigh in on the recent telecom reform in Mexico, a move that doesn’t necessarily spell good news in a country dominated by two huge media monopolies. “I’m not sure you can have the most powerful companies end their monopoly by letting one [Televisa] have some phone business and the other [Carlos Slim’s Grupo Carso] have some TV,” said Llanes. “I’m afraid we will have two bigger monopolies.”

On the positive side, the panelists highlighted the digitization of Mexicans and their growing access to the Internet. “We have seen a higher penetration of Smartphones in the last 2 to 3 years,” said Nokia’s Laverde.

In addition to growing mobile access, the panel praised a government push to increase the number of Mexicans connected to the web to 60 million people, compared to 40 million today.

A day after a comprehensive introduction to the economic opportunity of Brazil, the Latin American Advertising & Media Summit on Wednesday opened the discussion around the opportunities -and challenges- surrounding yet another Latin American colossus: Mexico.

Country Focus: Mexico featured Jorge Laverde, Marketing Head of Latin America North of Nokia; Gerardo Llanes, CMO of the Mexico Tourism Board, and John Price, managing director, Americas Market Intelligence, who took the opportunity to discuss the challenges faced by the newly inaugurated President, Enrique Peña Nieto.

While panelists agreed that Mexico still faces many challenges, namely the growing violence fueled by the increasingly powerful drug-lords, they also said to be bullish about the country.

“Mexico is everybody’s bet in the next 5 years,” said Price, who has studied Mexico and is considered an expert in Latin American markets.

Yet, one has to be cautious and avoid overhyping an economy. “Overhyping an economy can make money leave with the push of a button,” said Llanes, from the Mexico Tourism Board. “We have to beware the capital golondrino (speculative, hot money,) which can be a serious risk. […] We need more companies investing in plants, in factories;  that is productive capital that stays in a country.”

The panel was moderated by Santiago Durán, Digital & Catalyst Director of Havas Media Mexico who took the stage wearing a “Se Habla Digit@l” T-shirt. Durán asked the panel to weigh in on the recent telecom reform in Mexico, a move that doesn’t necessarily spell good news in a country dominated by two huge media monopolies. “I’m not sure you can have the most powerful companies end their monopoly by letting one [Televisa] have some phone business and the other [Carlos Slim’s Grupo Carso] have some TV,” said Llanes. “I’m afraid we will have two bigger monopolies.”

On the positive side, the panelists highlighted the digitization of Mexicans and their growing access to the Internet. “We have seen a higher penetration of Smartphones in the last 2 to 3 years,” said Nokia’s Laverde.

In addition to growing mobile access, the panel praised a government push to increase the number of Mexicans connected to the web to 60 million people, compared to 40 million today.

Jorge LavardeInterview with Jorge Laverde

Portada: Why do you think you are qualified to talk about the Mexican market?

Jorge Laverde: I think I´m qualified to talk about the Mexican market, particularly because I´ve been directly involved not only with the Mexican market for more than 6 yrs, but also with the Mexican culture. During the past 2 ½ hrs I´ve been leading the Nokia marketing team for LTA North (including Mexico), and actively engaging with consumers, customers, agencies, and suppliers to better understand their habits, practices and needs. Some years ago, I led a marketing team for Procter & Gamble that was responsible for driving the feminine care business in Latin America with a strong focus in Mexico. In the personal side, I´ve been traveling extensively across Mexico with my family, to get more acquainted with the Mexican culture.

Portada: Tells us a bit about your personal/professional background?

Jorge Laverde: Originally from Colombia, married with 3 kids (11 yrs, 8 yrs, and 6 yrs), and leaving in Mexico for the past 2 ½ yrs. Has also lived in Caracas Venezuela during 7 ½ yrs (1996 – 2003), while he was working for Procter & Gamble. He is very active and passionate person. loves travelling, meeting new places and people, and specially trying typical food and new flavors. Hobbies are: Tennis, golf, skiing, and motorcycles.

Has more than 15 yrs of experience in Marketing, with a solid background in Finance. Has been working for Nokia during the past 5 yrs, leading the marketing team for LTA North (Mexico, Colombia, Venezuela, Ecuador, and Caricam), based in Mexico. His previous experience includes marketing responsibilities in Newell Rubbermaid (Marketing Director – Colombia, 2005-2008) and Procter & Gamble (Regional Marketing Manager – LA, 1996-2003).

Latin American Advertising and Media SummitWe are extending the Early Bird registration to our Latin American Advertising and Media Summit (Miami June 4-5, 2013), due to requests from our audience, to this Friday April 19th. Make sure to get your tickets by then to benefit from substantial savings!  Savings are even larger if you decide to also attend the Latin Content Marketing Forum (Combo Ticket).

Focus on Sports Marketing

The crucial role of Sports Marketing will be examined by Advertising and Media Luminaries at the Latam Summit in Miami’s Intercontinental Hotel on June 4-5, 2013. With the 2014 Soccer World Cup and the 2016 Summer Olympics taking place in Brazil, Sports Marketing will be crucial for successful marketing targeting Latin American Audiences. That is why “Getting Ready for the Big Game” is the main theme of the 2013 Portada Latin American Advertising and Media Summit
Major client side marketers will provide the latest insights and intelligence.  Ben Jankowski, Group Head Global Media, Mastercard, will jointly present with Virginia Pereira,  Head of Media Latin America, Mastercard on how MasterCard has activated sports around the world with a special emphasis on the  2014 Soccer World Cup and 2016 Olympics, both to take place in Brazil.

Mastercard’s  Jankowski is one of several marketing and media luminaries that will participate in the Summit. They also include:
Claudio Ferreira, Publisher, Veja Magazine. Veja is the second largest magazine in the world ranked by circulation and the largest and most influential in Brazil. Ferreira will answer questions such as whether Brazil’s decade-long expansion in consumer growth has hit the brakes. The Brazilian Media executive will also examine opportunities presented by the 2014 Soccer World Cup and 2016 Olympic Games.
Nick Denton, CEO and Founder, Gawker Media.  The British journalist and internet entrepreneur will talk about the latest trends taking place in the digital media world in a one on one on-stage interview with Portada’s Marcos Baer.

Other major client side marketers and agency executives that have confirmed their participation include:
· Leonardo Loisa, Sr. Regional Marketing Leader, AMD
· Axel Steinman, VP Emerging Markets, Advertising and Online Business, Microsoft Advertising
· Fernando Maroniene, Senior Marketing Manager, Adobe Systems Latin America
· Max Sichel, CEO, Grupo Copesa
· Virginia Pereira, Head of Media Latin America, Mastercard
· Todd Wilson, SVP, Managing Director,  Starcom Mediavest Group
· Mario Cordon, Chief Marketing Officer, Open English
· Jorge Laverde, Marketing Head, Latin America North, Nokia

Early Bird registration expires on Friday April 19th. Take advantage of the early bird here:
Latin Content Marketing Forum. Hispanic Content Marketing ForumThe Latam Summit will be preceded by the Latin Content Marketing Forum, which will take place in the same venue during the morning of June 4th.

The Latin Content Marketing Forum will analyze the enormous role content marketing can play in the Latin (U.S. Hispanic and Latin American) market space, which belong  to the fastest growing markets in the world.
Confirmed Speakers include:

Mariano Moro, Interactive Marketing Director Latin America, Coca-Cola
Damian Voltes, Director, Patagonia Ventures
Tom Gerace, CEO and Founder, Skyword
Nuria Net, Managing Editor, Features – Digital at Fusion, the ABC and Univision Joint-Venture
Nicol Turner-Lee, President and CEO at NAMIC
Javier Farfán, Senior Director of Cultural Branding, PepsiCo
Fernando Semenzato, VP Content, Fox international

Early Bird registration expires this Friday April 19. Take advantage of the Early Bird Combo registration (Latam Content Marketing Forum and Latam Summit!) here:

Sponsors:
Already Confirmed Sponsors of the Latin American Advertising and Media Summit include:
SPONSOR OF EVENING RECEPTION
Batanga Media
LEADER SPONSOR
Alcance Media
DISTINGUISHED SPONSORS
Publicitas 
DG
Televisa Publishing and Digital
ATTENDEE BAG SPONSOR
Latcom

Sponsorship Opportunities
To inquire how you can align your brand with these prestigious events, please call Kelley Eberhardt at (212) 685 44 41 or email her at kelley@portada-online.com.