Latin America Online Marketing Trends

Latin America,
online marketing
and trends.
© multiplica 2010 - Página | 1 |

Did I say Latin America, online marketing and trends?

Yes, I did : )

How can I talk about trends
From Latin America?
Even if I’m catalan?
And about online marketing?
Being just a poor consultant?

Because everything is changing and moving forward

I’m changing (or at least moving)

Madrid
·· Barcelona

· Miami

México D.F. · 2008

· São Paulo

Santiago de Chile · · Buenos Aires

2006


My company is changing
Value
Attract users Convert users to clients

2000

User Experience
SEM agencies Usability studies

Online advertising agencies

Communication
Interactive agencies

Design Design Studios

Development companies
Development

Develop online campaigns Define and develop online presence


My company is changing
Value
Attract users Convert users to clients
Web intelligence

Web Optimization
2010

Persuadability

User Experience
SEM agencies Usability studies

Online advertising agencies

Communication
Interactive agencies

Design Design Studios

Development companies
Development

Develop online campaigns Define and develop online presence


Latin America is moving faster

Latin America is experiencing the largest growth rates in the world and has
already surpassed 200 million Internet users. In 2011 it will surpass the US.


The low penetration (+30%) is explained by the difference in income per
capita. The middle and high classes are very digital.


95% of Internet users in Latin America use at least one social network
While the average worldwide is 72%


According to Comscore, Latin America has grown over 300% in Twitter
users in the last year while North America only grew 22%

Online marketing is changing too

Internet is more global than ever.
Google, Facebook or Twitter are everywhere.


With a credit card anyone can do online marketing and media planning
on google or facebook. Online marketing has become democratized.



As if it weren’t enough with web development and trying to attract traffic
that now we must worry about social networks.


10 things that are changing too in Latin America

Latin America, online marketing and trends

01 More concern about Social Networks
Everyone wants to be on the social marketing arena.
But there are no clear models of what to do and not do.



Historical of User Impact of mention
Know everything that each Know the nº. of followers
user mention about your whom mention your brand
brand
Answer or remove Classify by tags
Answer the mentions in real
To 1213 followers Know everything that each
time without change the user mention about your
webpage or remove the brand
Polarize
unwished items
Know the nº of followers
whom mention your brand

Positive Neutral Negative

01 More concern about Social Networks
There are multiple solutions that respond to the urgent need for companies to
efficiently manage their reputations online.

Scup is having an amazing success in Brasil.



02 And more confusion in social networks
Initiatives are beginning to appear that bring some light.

But they lack continuity and authenticity that the use of social networks need.



02 And more confusion in social networks
The emergence of Facebook Apigraph and an ecommerce module that already
has many of the solutions of virtual stores may represent a before and after in
the way of doing marketing on Social Networks.



03 A more united Pre and Post Click
The link between the message of the Campaign and the experience of the landing
page users reach after clicking on a Campaign is KEY.

Too much Pre-click and too little post-click. The industry must and will evolve.



04 A greater focus on results
Customers increasingly want to work more with models that pay for results.

The truth is upon us. Large agencies are growing where they take risks by
charging for results.


05 Towards Geo-Local Advertising
An incredible journey : localizing our advertising by using platforms such as
Google Maps, Foursquare or Facebook.



Before

06 With more persuasion in Landing Sites
The importance of improving the effectiveness of landing pages is another
major line of work in Latin America.



We improved by 287%
the sale of deposits

After

We begin to understand that less is more.
Searching for more vertical and action-oriented landing pages.



Worrying about how to improve our Quality Score by making better use of our
keywords on our landing pages.



With dynamic landing
pages we improved by
463% the percentage of
discharges.

More dynamic landing pages serve the scent of the campaigns
that generate traffic.



07 Great segmentation as soon as possible.
The results could be improved by an approach that segments the user
as soon as possible (either by implicit or explicit behavioral targeting).


Commercially intelligent
sites

Relevance and
Proactivity

Usable Web Persuasive sites

Persuadability

08 With greater commercial intelligence
Business rules come into our presence online.
Customization and personalization arrive with intelligent messages.
Microsegmentation arrives. The sites begin to think and make decisions.



2013
From 1 to 2.9 hours of video
viewed online everyday

May 2009
20 hours of content uploaded every
minute

November 2008
YouTube becomes the most used
social network

August 2008
YouTube becomes the second top
search engine online, after Google

09 More video with more relevance
Video has already conquered social networking thanks to YouTube.
At this very moment it’s conquering the way we all have to persuade and
convert visitors into customers.



09 More video with more relevance
The integration of video into our online presence changes everything written or
said about how to persuade and convert visitors into customers.



10 With many more multivariate tests
The only way to learn and understand what works best is to test it.
With Google Website Optimizer we have no excuses.



fig. 1

fig. 2

fig. 3




fig. 1
fig. 3

fig. 2




368% growth from
the original version



So what do I recommend?
• Translation does not work
• You can do Pan-American projects, but treat Brazil
as a separate entity, the complexity of that market
will require it.
• Look for local talent, it is necessary to keep the long
term cost structure
• Be fast to react and patient

Most important: can you afford not to know and
market to the hispanic / latin market

See you there !
david@multiplica.com
www.multiplica.com


Latin America Online Marketing Trends

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