Brands: Advertising in the Age of Confinement

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.

Wednesday, June 10, 2020

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.

You may be interested in "Costa Rican Consumer in the 'New Normal'"

Most companies face challenges as their revenues have declined and some have had to implement their digital marketing and home delivery channels from scratch.

In this scenario of falling revenues and changes in the market rules, experts agree that advertising patterns on social networks and the generation of content on digital platforms have gained importance.

Check out the "System for monitoring markets and economic situation in Central American countries", developed by CentralAmericaData.

Edgar Rosal, brand manager at Señorial, a Guatemalan snack food company, told that at the moment "... large and small brands have a fairly small advertising budget. The first thing, he said, is word of mouth, it is the most important thing to provide a good product and service, because the same people will start to recommend it."

Rosal added that one must "... invest in advertising on social networks, which due to the confinement are working quite a lot advertising at an affordable cost and brands can have a good reach. In addition, take advantage of organic traffic, take advantage of the moments when you can stand out with an eye-catching and consistent message."

In order to build a brand that is positioned in the market, the executive advises that the usefulness of the product, the problems it solves at the time of purchase, its added value and the difference in quality compared to other similar products or services should be properly communicated to customers.

Do you need to analyze the new normality and its impact on companies? Contact Us

this site is protected by reCAPTCHA and Google's privacy policy and terms of service.
Need assistance? Contact us
(506) 4001-6423

More on this topic

Advertising: New Times, New Strategies

July 2020

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.

Online Sales: What are Consumers Looking for?

April 2020

Personal care items, vehicle accessories, food and beverages are some of the products most demanded by consumers, who have migrated to digital platforms to make their purchases.

In the current scenario of confinement due to the health crisis in the region, consumers have disappeared from physical stores and have migrated to digital platforms to buy their products.

Twitter not useful for Businesses

February 2014

"Users of the microblogging network do not represent real-world consumers ."

Although the network has now reached 230 million users, experts are warning that they are not a fair sample of the population to which companies want to target their advertising messages.

"Twitter is a place for people addicted to their digital devices, who are terribly worried about missing out on the latest tweet by Edward Snowden and are faithful believers that the world is interested in reading all of their publications.

Measuring ROI of Online Marketing

July 2009

A great concern for marketing chiefs is how to measure the return on investment of online advertising, especially brand impact.

When reviewing result data of online advertising, one must separate its two basic components:

• Was the target market successfully and effectively reached?