Added to the small level of influence that social networks have on consumer purchasing decisions there is also the ever latent danger posed by situations where communication can seriously damage the company's image.
A recently released study offers a detail on the characteristics and disposition of people when making purchases in the various sectors of the Guatemalan population.
The research, conducted in the first half of the year by the Technical Committee of the Association (in formation) at Market Research Agencies, reveals interesting results for the marketing departments, which can now focus on promoting their products and services with better accuracy in the socioeconomic level they are interested in.
During the event organized by the Guatemalan Union of Advertising Agencies (UGAP), the Jade Awards will be held, which reward creative ingenuity, plus there will be an industry fair for communication suppliers.
The new Code of Advertising Standards aims to address aspects not covered in its predecessor, in particular the treatment of images of women and children, and environmental credentials.
Gabriela Melara's article in Laprensagrafica.com reports that: "As of today, Salvadoran advertising will be governed under a new Code of Advertising Standards, which will address issues that the previous (code) did not address clearly, as reported by members of the National Council of Advertising (CNP in Spanish)."
Advertising expenditure is abandoning traditional media, especially print newspapers and magazines, and instead turning to digital media, where results are concrete and objective, and where there is a superior return on investment.
A report published by eMarketer gives clear conclusions: The share of digital media in the advertising pie is growing at the expense of print media, in line with changes in the patterns of consumer behaviour change, which are not being reported in mainstream media, people are spending more time in front of screens connected to the Internet, where they enjoy more and better information, and interact with advertisers.
According to research by the consultancy Mintel, more than two thirds (66%) of social network users say they rarely pay attention to ads on these sites.
More than half (56%) say they dont like buying products they have seen advertised on social networking sites - suggesting that brands have to go beyond paid advertising to influence consumer purchasing decisions .
Attracted by its effectiveness and how easy it is to measure the impact of advertising targeting markets, as well as its relative low cost, advertisers increasingly use digital media.
While traditional media continue to lead in advertising investment, in Guatemala the portion of the budget devoted to online media - websites, social media and mobile devices is growing, reaching about 10% of the total, noting that the country is following the trend of developed countries, where even the reign of television as the premier advertising medium is being challenged by the Internet.
A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.
Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.
People are migrating from television to the digital media, where they interact.
Advertising is changing rapidly, to respond to rapid changes in public behavior, which is increasingly spending more time in front of computers, connected to the Internet, at the expense of time devoted to traditional media like television and especially printed media.
The ability to interact with the public in digital media can learn preferences, habits and interests of people, which in turn allows advertising messages to develop more and more tailored to those preferences, habits and interests, making the content of information in advertising of high-value for individuals.
A new web site helps understand what is advertising targeted to user interests, and how to protect privacy online.
IAB Spain, a representative of the Internet Advertising Industry, launched a website on Internet privacy, which aims to help the user protect its privacy and inform on how targeted advertising and cookies work.
AGUA Media promotes awareness, care and understanding of our planet’s biological and cultural diversity through the creation of innovative multimedia programs, exhibits, and strategic alliances.
Operates in Costa Rica and Nicaragua
Phone: (506) 2280 0527 - (506) 8339 2626
Web portal on business in Central America. News, analysis, business opportunities, economic indicators, press releases, events calendar and training activities.
Operates in Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua and Panama
Phone: (506) 2225-4786 - (506) 2258-2314