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 Prensalibre.com 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.

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