What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • In 2018, 64% of U.S. adults (about 162 million) have shopped at Walmart in the past three months, according to market research firm Packaged Facts in the new report Walmart as Omnichannel Competitor. Packaged Facts estimates that more than half of U.S. adult purchased in-store or online from Walmart in the past three months. Walmart’s usage far outpaced supercenter competitor Target and bested the growing omnichannel omnipresence of Amazon.


  • A new study from Forrester Research and Digimarc revealed three of the most crucial factors influencing U.S. shoppers’ decisions: price, location, and checkout experience. While the first two were a given, the strong showing of checkout experience was a surprise. An even 50% of survey respondents cited checkout experience as “very important” and another 35% cited “important.” According to the report, “While it’s no surprise that customers don’t want to wait in long lines and have slow checkout processes, the extent to which they care might surprise many retailers.”


  • According to new research on shopping behavior by Salesforce and Publicis.Sapient based on a survey of 6,000 consumers and 1.4 billion e-commerce visits, 50% of digital traffic related to retail comes from mobile while 70-80% of revenue comes from physical stores. Even though 46% shoppers prefer to make purchases in store, 83% are using their phones while in the store to look at reviews, compare products and take photos. However, only 1.7 out of 5 stores are taking advantage of in-store app experiences and tailored push notifications.


  • A study conducted by Nielsen about the U.S. Hispanic community’s digital behavior shows that they over-index on new technology adoption against non-hispanics. Also, the internet is a natural resource for Latinos, as 60% of them were born or grew in the Internet age, vs. 40% non-Hispanics. Latino consumers also over-index on social media use and purpose-driven purchases. The study touches other aspects such as Hispanic influence on the U.S. mainstream, evidenced by food, music, pop culture, and entertainment.


  • The most recent Survey of the American Consumer® (Spring 2018 report), which focuses on the shifting digital landscape, has shown that although Facebook has seen some decline in the last month, it’s still the number 1 social media across all generations. Among the study’s findings, Gen Z’ers are 37% more likely than the average user to own an iPhone, and they are also 64% more likely to have downloaded or listened to a podcast in the last 30 days than the average adult.


What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • According to new research from Salesforce and Publicis.Sapient, 87% of U.S. shoppers begin product searches on digital channels, up from 71% last year. While 46% of shoppers say that they prefer to buy in a physical location, 35% prefer buying via laptops and 18% prefer buying via mobile phones. In addition, 71% of shoppers say they use mobile devices in stores, up from 62% in 2017.


  • In a new study from Sprout Social, 81% of U.S. consumers surveyed said brands must be transparent on social media. By comparison, only 71% said that they themselves had a responsibility to be transparent. Celebrities got an even bigger pass, with just 57% of respondents holding them to that standard of behavior.


  • Some 52% of U.S. teens report taking steps to cut back on their mobile phone use, and similar shares have tried to limit their use of social media (57%) or video games (58%), a new Pew Research Center survey finds.


  • According to Horowitz Research’s FOCUS Black: The Media Landscape 2018 report, U.S. Black TV content viewers watch an average of 6.9 hours of TV a day—higher than any other group—and nearly six in ten (58%) Black pay TV subscribers report subscribing to premium channels. Also, two thirds (65%) of Black streamers say they feel they are watching more TV content than about five years ago.


  •  A new study by Synchrony revealed that 67% of U.S. consumers have downloaded a retailer’s app this year, and more than half of those did so specifically for a coupon or discount offer. Nearly half of consumers that have downloaded a retailer’s app use it for purchases.

What: Salesforce revealed its Fourth Annual State of Marketing Report, which gathers 3,500 responses from full-time marketing leaders around the world.
Why it matters: The study’s results show companies mainly compete according to customer experience, causing a shift in organizations’ priorities and raising the bar for efficiency in terms of technology use.

Salesforce Research the area of Salesforce dedicated to studying business trends in marketing, IT, sales and service, has published the results of the firm’s Fourth Annual Report on the State of Marketing. Conducted in April 2017, the survey gathered responses from 3,500 marketers around the world. Respondents were divided into three main groups according to how satisfied they were during the last year with the outcomes resulting from their companies’ marketing investment: high-performers (12%) were extremely satisfied, underperformers (12%) were slightly or not at all satisfied, and the vast majority of moderate performers (76%) were very or moderately satisfied.


The study’s main objectives were: to find out how customer experience continues to reshape the marketer’s mindset; to understand how shifting priorities are sparking organizational changes; and to analyze how technology, particularly AI, is raising the bar for efficiency and personalization. The four main results or takeaways were the following.





1. Marketers Still Struggle With Data Issues

The first thing the Salesforce team discovered is how difficult it is for marketers to gain a single customer view from different sources. According to the study, “The difficulty of gaining this single customer view is compounded by elevated customer expectations and the tremendous growth of newer marketing channels.” As Salesforce explains, marketers’ struggle with disparate data isn’t new, but as new marketing channels grow and customers expect a consistent brand experience across all of them, it gets increasingly hard to meet their expectations.

On average, marketers said they spend 34% of the budget on channels they didn’t know existed five years ago, and they estimate this amount to increase to 40% by 2019.



2. New Priorities Imply Organizational Evolution


As stated in the study, “With the rising flood of available customer data, companies are rethinking everything from job roles to how marketing functions in the broader organization.” The emphasis on customer experience has made traditional marketing roles obsolete; over the past 12-18 months, 61% of marketers said they are focusing on evolving to roles aligned with a customer journey strategy, such as “customer experience analyst”.  As shown in the table below, there is a direct correlation between the efforts marketing teams have made to align with customer journey strategies and their satisfaction with the outcomes derived from their companies’ marketing spend. While 89% of marketers who are extremely satisfied with the marketing spend outcomes are aligning marketing roles to customer-based strategies, only 37% of underperformers are thinking of following this path. This is also reflected in marketers’ ability to engage customers across channels, with high performers being 4.4 times more likely than underperformers to focus on this objective.



3. Marketing Technology Plays a Prominent Role

As seen above, marketing teams need to tackle organizational challenges in their journey towards meeting the ever-increasing customer expectations, but the second significant challenge is keeping up with technology. As the study results show, top teams are 4.3 times more likely than underperformers to extensively use a data management platform (DMP) and 4 times more likely to use a customer identity and access management platform (CIAM).





4. AI is Expected to Grow More Than Any Other Technology

As seen in the table above, Artificial Intelligence has an anticipated YoY Growth of 53%, more than any other technology. Some would say the AI revolution has already started, and it definitely has marketers’ attention. About half (51%) of the marketers who participated in the study are already using AI, and 64% of them agree that it has “greatly or substantially increased their overall marketing efficiency”. However, and even though more than a quarter of respondents plan to use AI within a two-year frame, marketers are facing various obstacles according to their level of performance. Top marketing teams say their AI challenges include customer privacy concerns or wrangling data stored in separate systems, while moderate and underperforming marketers say their AI strategies are thwarted by budget constraints and lack of internal skill sets.

On a final note, it seems clear that top-performing marketers stand out as the ones who are more connected to the real top concerns of marketing today: they are 12.8 times more capable of coordinating marketing efforts across channels, 4.2 times more satisfied with their ability to leverage customer data from various sources, 3.1 times more engaged with the use of AI, and 2.4 times more likely to align organizational roles with a customer-experience-based strategy. With all these fronts covered, it’s no wonder they feel extremely pleased with the results.



What: San Francisco data management platform Krux is being acquired by Salesforce in a deal valued around US$700 million in cash and stock.
Why it matters: Krux will allow Salesforce to extend its audience segmentation and targeting for brands. Krux’s clients include Kellogg’s, ConAgra, Time Warner and JetBlue.

ke8q9gel_400x400 vot_nepc_400x400San Francisco-based company Krux has entered into a definitive agreement to be acquired by Salesforce for the estimaded price of US$700 million in cash and stock, according to Forbes. Salesforce will pay US$340 million in cash and additional stock options.

The agreement brings together Salesforce’s CRM platform with Krux’s category-data management platform (DMP), the Intelligent Marketing Hub™.

Krux will work closely with the Salesforce team to create integrations.Krux will extend the Salesforce Marketing Cloud’s audience segmentation and targeting capabilities to power consumer marketing with even more precision, at scale. In addition, Krux will feed Salesforce Einstein with billions of new signals, enabling companies to be even smarter about their customers. Krux and Salesforce together will empower every company to deliver more relevant and valuable consumer experiences across every touchpoint.

Founded in 2010, Krux had raised more than US$48 million from outside investors across several funding rounds, including from Accel Partners, IDG Ventures and Sapphire Ventures. The company operated 10 offices as of January 2016 and worked with clients including Kellogg’s, ConAgra, Time Warner and JetBlue.

Becoming part of Salesforce is great news for our current and future clients, our partner network and our employees. Being part of Salesforce gives us the opportunity to pursue our mission of driving more relevant and valuable consumer experiences by putting people data to work, with greater reach and impact than ever before. We will continue to deliver world-class enterprise data infrastructure and breakthrough business results for our clients. We’ll now be able to do so faster by leveraging the global reach and resources of Salesforce,” sources from Krux said in a company statement.

Jon Suarez Davis, Chief Marketing and Strategy Officer at Krux Digital – ‎Krux Digital, spoke at the 2015 edition of #PortadaLat when he was VP Global Media & Strategy at Kellogg, the job he had prior to his current position at Krux.

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