Location Intelligence is transforming the way brands communicate with their current and potential customers, maximizing marketing campaigns and optimizing costs.
Location analytics leverages and enhances marketing campaigns by providing faster and deeper insights to your customers.
Analytics based on Big Data allows mall operators to maximize revenues and visits by better selecting tenants, optimizing mall design, determining rents, establishing signage and advertising campaigns, etc.
New technological tools allow mall operators to measure the number of consumers spending in and out of stores, the time they spend in and out of stores, know their relative wealth index and understand visitor behavior patterns, helping to determine the best mix of stores, site infrastructure, rent price range and implement more efficient signage and advertising.
Consumers are shifting their spending from physical stores to e-commerce, physical stores will only survive in this new environment if they reinvent their business, taking advantage of new technologies and modern analytical capabilities.
Today, there is access to significant amounts of data on consumer behavior, information on the economy of different areas, competitors' sales, and market trends. However, only a handful of forward-thinking retailers are leading the way in advanced analytics as they use location intelligence, foot traffic analytics, and predictive modeling to make smarter business decisions.
Location intelligence and mobility analytics allow companies to create Out-of-Home advertising strategies focused 100% on the tastes and preferences of the people who pass through each point.
In outdoor advertising (OOH), knowing in depth the consumers who pass through the point where the advertising will be exposed is crucial to maximizing as much as possible the return on investment.
Given the new business context in which print media have been hit in recent years by changes in habits and audiences are on multiple channels and digital platforms, marketing and advertising teams must reinvent themselves.
The most recent changes in lifestyle habits resulting from the spread of covid-19 have combined with the increased use of digital platforms, a phenomenon that was already evident before the pandemic.
During 2020 it is estimated that advertising investment amounted to $345 million, an amount that is 6% lower than reported in 2019, a drop that is explained by the fall in spending in all formats.
According to data collected by Kantar Iboper Media, between 2019 and 2020 in the Costa Rican market, advertising investment decreased by $22 million, going from $367 million to $345 million.
Following the entry into force of the Sign Law, agencies engaged in providing printed advertising services estimate that the cost of billboards will increase by 30% due to the new tax payments to be made to the municipalities.
According to the Assembly, the purpose of the Law is to establish the legal framework to regulate the advertising and propaganda carried out by means of signs located in the municipalities of the country, based on urban, suburban and rural planning and development, as well as technological advances.
Because more than half of consumers born between 1996 and 2012, known as "Generation Z" or "Centennials", are immune to traditional advertising and television, brands and companies should focus on communicating with this group through digital channels, such as social networks and influencers.
Positioning a brand, product or service is currently a challenge for advertising agencies and companies, as they must overcome the challenge of communicating effectively with younger consumers.
Understanding the socio-demographic characteristics of the ideal client, as well as knowing their interests, desires, motivations and challenges, is fundamental for reaching the consumers of this new commercial normality in the digital environment.
The health crisis, quarantines and social distancing measures in the countries of the region, forced individuals and companies to accelerate the adoption of new technologies, which caused the digital to become the center of all interactions.
Reduction in advertising and marketing budgets in companies and an increase in the preference for investment in television campaigns are part of the changes that are being reported in the context of the new commercial reality.
Radical changes in the ways people relate to each other, new consumer habits and the home confinement decreed by the pandemic have led to a transformation in the advertising sector.
With the reduction of advertising budgets, companies must invest in advertising on social networks, which must be complemented by organic traffic derived from content created on digital platforms.
The outbreak of covid-19 transformed the ways in which Central American consumers behave, as quarantines and measures of restriction and social isolation decreed by governments, generated abrupt changes in purchasing habits and product search.
The Supreme Electoral Tribunal of El Salvador tenders the advertising services for the development of the electoral event 2021.
El Salvador Government Purchase LP-02/TSE/PEE-2021:
"A legal entity, legally constituted as an advertising agency, authorized to operate in the country, or a natural person, with a professional profile in the area of advertising, available to work directly and exclusively for the TSE in the development of its various advertising campaigns for the 2021 electoral process, will be contracted. The company or natural person offering the services must have provable experience in handling accounts for public or private institutions, similar to the provision of services required in these terms of reference, with experience in mass information and educational campaigns.
The design services, development of advertising campaign and metroculture, for the Panama Metro are tendered.
Panama Government Purchase 2020-2-80-0-08-LP-002862:
"Specific strategic objectives:
-To inform the public about the progress of the projects developed by the company: Airport Branch, Extension of Line 1 to Villa Zaíta and the future Line 3.
In a context of a drop in the number of tourists arriving in the Dominican Republic, the authorities announced that they are implementing a new campaign to reposition the destination, which will be focused on the U.S. market.