One of the world’s fastest advertising markets, with ad spend rising almost 10% in 2011, nearly double the world average, and will rise ANOTHER 10% in 2012
Internet penetration (any computer/device) is 30% in 2011, to grow to nearly 50% by 2015. This is about half the penetration as North America and two thirds that of Europe. However, it is double that of Asia-Pacific and Middle East/Africa.
But MOBILE is a force in LATAM: Mobile phone penetration is 60% of population (375.5M), with growth to 70% (450M) by 2014. Brazil alone has 110M mobile users and 200M subscriptions…compare this to 234M users with 322M subscriptions in the US.
Many countries in LATAM show high incidence multiple subscriptions to users
Brazil & Argentina 2x SIM cards as phones
Feature phones are the target device: smart phone penetration across LATAM estimated at only 10-15%, may be higher up to 25% due to uncounted “black market” smart phones
Mexico: 70% phone penetration, 10% mobile web use
Brazil: 54%, 11% mobile web use
Mobile Internet use is not widespread ex. Argentina 2.9% with 6% smart phone penetration
LATAM Facts & Stats: Select Countries Arg 32M 77% Bra 110M 54% Mobile Web Use Chile 14M 83% TGI Latina 2010; eMarketer 2011 Col 39M 88% Mex 59M 52% Peru 22M 76% Ven 39M 85% Mobile Users 2011 USA: 234M 76% 5 2011 2015 Brazil 11% 25% Columbia 11% Argentina 3% Chile 2% % Use Mobile People (M) Brazil 54% 110 Argentina 77% 32 Mexico 52% 59 Venezuela 85% 39 Columbia 88% 39 Peru 76% 22 Chile 83% 14 AVG USE 73% TOTAL PEOPLE 315
Prepaid accounts for a large portion of mobile users in LATAM (80%+). Prepaid users interactions with marketing promotions usually lower than postpaid users. Prepaid minutes (as prize) has been a great incentive.
Mobile web is increasing, quite noticeable in Brazil, helped with increased of prepaid data, which is cheaper and more private than going to cyber cafes.
Smartphone adoption growing fast as devices are no longer priced—or perceived priced—at a premium.
Most brands still lack mobile sites/strategy due to limited knowledge of mobile marketing.
When creating regional campaigns, be careful to use language understandable in all markets and consider existing cultural differences.
A dynamic, always evolving consumer market ready to be challenge by the use of Mobile initiatives on the go
Target your market segment, in this era of Social Media, you consumer could be reach by selecting a particular interest group in Facebook, or Twitter
Engaging your consumer result in knowing how to reach them using their mobile, by LBS, MMS, Mobile Coupons, or both
A “Global Approach” vs “Localize Approach” now you can extend your reach just by developing a mobile social campaign that could go Viral…
A new consumer that would want their information or the ability to buy immediately without having to wait…This evolve into Mobile E-commerce Apps
Observations on Mobile Marketing in LATAM 9
Creative Mobile Campaigns in LATAM 10 A fun campaign from Axe in Uruguay (more commonly known as Lynx) that used mobile marketing in a new way to engage its consumers, while keeping it completely inline with its male target audience and the company’s cheeky approach to advertising. It ran a print ad that had certain parts missing from the image, in a teaser for their fans. It ran with the instruction to text ‘Axe’ to a particular number after 9pm. Users were then sent back the missing parts of the ad via MMS, accessible after the watershed: A brilliant, fun campaign from Lynx that talks to its target audience perfectly. It also shows a slightly different way of using mobile technology, requiring users to engage with you just to see more of an ad, which is pretty impressive for any brand. http://thenextweb.com/mobile/2011/06/14/5-brilliant-mobile-marketing-campaigns/
Roundtable Discussion Roundtable Moderator: Michael Ahearn Co-founder, VP Customer Development & Marketing, iLoop Mobile Roundtable Panelists: Reinaldo Acosta: VP Marketing & Product Development, WAU Alejandro Eliaschev: Co-Founder & COO, Merlin Telecom Efrain Saavedra Sales/Marketing Director Latin America & US Hispanic Markets, iLoop Mobile 10
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