Marketing trends that will conquer 2014 in Latin America

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Marketers in Latin America have become aware of the advantages involved in programmatic buying through real-time bidding (RTB) systems. They have discovered that buying an audience rather than media can deliver more results. They expect their media agencies to be skilled in programmatic buying.

While smartphone and tablet penetration in Latin America are relatively low compared to more mature tech markets, both are growing significantly. Some of the most attractive customer segments for brands are heavy users of mobile devices.  Brands need to use responsive web design and other technology to ensure that mobile users engage with their content.  Despite the attention to online, mobile and social, it is clear that marketers in Latin America value traditional media. This is reflected in ad spend allocations in both smaller and larger markets.   

Another prediction is that social TV campaigns will increase.  This new trend is another example of how offline and online strategies will come together in Latin America.  This will offer marketers an opportunity to test the trends and see if they can take advantage of Latin Americans’ love of social media, their growing mobile use and the deep penetration of free TV.  Lastly, marketers will find other ways to combine online and offline tactics.  Changes in the market will dictate a change in tactics, resulting in Latin American brands playing off the growth in social media and mobile with offline tactics to achieve specific goals with campaigns.