Tuesday, March 20, 2012

Latin Consumers Speak Digital

According to a recent Portada survey, digital rainmaking in Latin markets, both foreign and domestic, is expected to grow by 15 percent in 2012, challenging old habits of mainly investing in offline, traditional media. Today, less than 5 percent of ad budgets in Latin markets are allocated to digital, compared to 15 percent for the general market and 24 percent in some European countries. Survey participants such as Colombia's major daily El Tiempo identified the automotive, financial, commodities markets and mobile/phone companies and beverages as the strongest users of digital marketing platforms. Not surprisingly, online video and mobile will dominate the bulk of these new digital efforts. Latin consumers are driving this growth because they're online and ready to engage. What are you doing to tap this highly lucrative, growing market?

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