Understanding Digital Marketing and its implications in Latin America

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Understanding Digital Marketing and its implications in Latin America

  1. 1. UnderstandingDigitalMarketing andits implicationsin LatinAmerica
  2. 2. #LatinAmerica is trendyBreaking News!
  3. 3. I think therefore I am - Descartes I share therefore I am - Luis Alvarado
  4. 4. How can you define “Cardumen”?
  5. 5. Shoal of fish Moving in the same direction Benefits: Defense against predators Increase hydrodynamics efficiency Avoid to be caughtCardumen
  6. 6. So What is going in Latin America?
  7. 7. Media LATAM AR BR CH CO MX PE VENewspaper 38% 42% 33% 48% 39% 29% 72% 68%Open TV 97% 95% 97% 98% 95% 97% 97% 95%Cable 50% 71% 39% 64% 82% 44% 69% 63%Magazines 31% 21% 38% 31% 34% 28% 20% 8.24%Radio 55% 67% 49% 71% 67% 54% 79% 41%Cinema 20% 16% 17% 16% 20% 24% 25% 31%OOH 91% 91% 84% 90% 90% 97% 100% 98%TGI LATINA 2011 Wave II + 2012 Wave I (Y12w2_Y13w1) v.08.30.2012 Is all the above media obsolete ? Media Penetration in LATAM
  8. 8. What determinesinternet penetration in LATAM?
  9. 9. Local market nuances• Economics• Infrastructure• Political Environment• Social development programs• EducationAccessibility
  10. 10. Internet CafesAffordable / Flexible data plansPower of familiesWi-FiSignificant differences in digital consumption will persist dueto cultural differences and unique consumer behavior.However
  11. 11. World average: 34.3% 63.2%78.6% 27.5% 49% 15.6%How do we compare globally?
  12. 12. Internet users within LATAM are increasing at 9% annual Internet users per 100 pop: 49 Broadband subscribers per 100 pop: 1 1Internet Penetration
  13. 13. Mobile subscribers within LATAM are increasing at 4% annual Mobile per 100 pop: 107Mobile Penetration
  14. 14. Internet important to make buying decisions (>90% users) Dominated by young people Average usage in Brazil, Mexico, Argentina & Peru greater than globalOnline Activity average
  15. 15. Internet used to find & compare Social Networks as mediums to e- commerce Online shoppers to grow by 20%E-Commerce
  16. 16. Low but promising $4 billion Expected to improve shopping experienceM-Commerce
  17. 17. Google Sites 124,584 FACEBOOK.COM 85,780FACEBOOK.COM 116,380 Google Sites 30,968 Microsoft Sites 107,392 Microsoft Sites 8,634 Yahoo! Sites 98,094 Yahoo! Sites 4,405 Terra - Telefonica 69,972 UOL 3,966 Wikimedia… 45,777 Globo 3,080 UOL 43,218 Terra - Telefonica 1,900 Ask Network 42,718 MercadoLibre 1,727 VEVO 41,612 TUMBLR.COM* 869 Globo 40,975 ASK.FM 837LATAM most visited sites (000) Total Pages Views (MM) Google sites are the most visited sites in LATAM, Facebook the destination with the highest affinity
  18. 18. Total Average Average Average Unique Minutes Total Visits Social Media % Reach Minutes Visits per Visitors per Usage (000) per Visit Visitor (000) Day Total Internet : Total Audience 131,193 100.0 74.0 6,795,308 26.3 51.8 Social Media 127,743 97.4 32.4 4,315,369 14.6 33.8 1 FACEBOOK.COM 116,380 88.7 41.9 3,744,893 15.2 32.2 2 Blogger 67,877 51.7 2.8 339,855 2.1 5.0 3 Federated Media Publishing 31,579 24.1 1.7 69,472 1.6 2.2 4 TWITTER.COM 25,258 19.3 6.1 187,741 3.3 7.4 5 Linkedin 24,546 18.7 2.8 58,831 2.5 2.4 6 ASK.FM 13,893 10.6 11.0 137,133 5.9 9.9 7 TUMBLR.COM* 12,047 9.2 12.8 54,192 8.5 4.5 8 Orkut 11,926 9.1 9.3 72,497 5.6 6.1 9 UOL Comunidades 8,346 6.4 1.8 22,128 1.5 2.710 Terra Community 7,131 5.4 8.7 36,003 6.3 5.0Social Networking Eclipses Portals as the Most Engaging WebActivity in Latin America
  19. 19. Total Average Total Average Average Unique Minutes Entertainment Media % Reach Visits Minutes Visits per Visitors per Usage (000) per Visit Visitor (000) Day Total Internet : Total Audience 131,193 100.0 74.0 6,795,308 26.3 51.8 Entertainment 126,015 96.1 13.5 2,621,649 9.9 20.8 1 YOUTUBE.COM* 93,584 71.3 24.6 1,149,204 14.1 12.3 2 VEVO 41,612 31.7 4.9 158,931 4.0 3.8 3 Terra Entertainment 35,350 26.9 5.5 182,436 4.1 5.2 4 UOL Entretenimento 29,368 22.4 8.4 217,871 6.2 7.4 5 Viacom Digital 26,434 20.1 4.1 66,272 3.6 2.5 6 R7 Entretenimento 25,842 19.7 4.2 109,105 3.4 4.2 7 Globo Entretenimento 25,474 19.4 6.2 154,169 4.5 6.1 8 MSN Entertainment Channel 13,403 10.2 2.4 130,700 2.1 9.8 9 CBS Interactive 12,889 9.8 3.2 30,496 2.8 2.4 10 MUSICA.COM 12,370 9.4 2.7 31,147 2.3 2.5Followed by Entertainment. Peruvians, Colombians andChileans spent the most time on Entertainment sites eachaveraging more than four hours per visitor at the end of the year
  20. 20. Facebook Reigns as Top Global Social Network Five LATAM countries at the top 10 worldwide of Facebook penetration Social Media penetration Remember! to reach 98% in 2015Social Networking
  21. 21. SoWhat is Next?
  22. 22. Doing Marketing in Latin America10 Elements for your Marketing Strategy
  23. 23. 1. Hybrid Marketing MixCombine Offline, Online and Physical
  24. 24. 2. Know the country frameworkDo not make assumptions
  25. 25. 3. Meet your AudienceLive their lives
  26. 26. 4. Everything is dynamicDo a continuous loop: observe, plan, do,ananlyze and Evaluate. Adjust as needed
  27. 27. 5. Be irresistibleMake an offer they cannot refuse
  28. 28. 6. Act LocalPartner with local companies, involve inthe community
  29. 29. 7. Create a connectionDevelop your brand: balance emotionsand rationales
  30. 30. 8. Engagement is a must!Rock them out
  31. 31. 9. Viva la DiferenciaThe Latin America countries are nothomogeneous, but there are commontrends
  32. 32. 10. Find yourselfIt is up to you
  33. 33. Dr. Luis Alvarado Business Innovationlalvarado@itesm.mxJose Luis LopezJoseluis.lopez@ncontacto.com nContacto - Business Innovation - 2013 /

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