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.
Fostering innovation when selling or buying real estate is a need that real estate brokers in general have identified among their clients, which they seek to satisfy through digital sales platforms.
According to the vendors' experience, the advantage of digital platforms is that they have the ability to store large volumes of information in an orderly and detailed way, which can also be consulted by potential customers immediately.
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.
According to a recent survey by Gallup Inc. published by The Wall Street Journal "... a clear majority of Americans say that social media has no effect on their purchasing decisions.
The Guatemalan Tourism Institute plans to spend $1 million on online campaigns to promote Guatemala as a tourist destination.
According to Peter Duchez, director of the Guatemalan Institute of Tourism (Inguat), as time passes Guatemala must be promoted online, as 95% of the decisions taken by tourists are based on the Internet.
Siglo21.com.gt reports that "Canada, the U.S., Mexico as well as El Salvador and Honduras are the countries where the Inguat will intensify its promotion of the country as a holiday destination.This will be done, without neglecting countries like Argentina, Brazil, Colombia and Chile, which are the priority niches in tourism ".
With the participation of leading figures in the international advertising industry, the eighth edition of the Festival of Antigua will be held on July 27 and 28.
The festival organized by the Guatemalan Union of Advertising Agencies (UGAP), will feature participants from Central America, the Caribbean, Ecuador, Colombia, Mexico and Puerto Rico.
Among the topics to be discussed are: Country branding and the case of Peru, the Colombian case neuromarketing and the redefinition of the attachment system of the digital age", reports Prensalibre.com
"Of all the people who see a banner on the Internet, only 1 percent click. But the remaining 99 also made contact with the advertisement, and although they didn’t access it, they still received the message."
The advantage internet advertising has over traditional media, is that it is possible to objectively measure its impact, by counting the clicks that tell us that the reader is interested and needs more information about the product, service or brand on offer.
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.
Measuring results is essential in order to check whether your online communication strategy is successful and profitable.
Accurately defining goals for internet investments and then measuring and analyzing the results of the traffic that company’s web sites record is vital in ensuring the success of that investment.
Gustavo Arias Retana's article in Elfinancierocr.com explains that "within the planning that a company must do to get the most out of its web space, it is essential to define the methods used to measure results. Today, that situation is easier because there are many low cost, or no cost, tools which allow you to have control over traffic on web sites and create profiles of social networking followers."
In the first quarter of the year spending on digital advertising reached $7.3 billion in the U.S.
The digitization of information on the Internet is making great strides, and an example of this is the exponential growth of scheduled advertising in digital media.
This latest comes from the analysis by Price Waterhouse Coopers and the Interactive Advertising Bureau (IAB) who released results of the income report
Business to business advertisers which objectively measure the return on their investment in online marketing, believe it is more effective than traditional marketing.
According to a report from AMR International, among B2B advertisers who measure the return on their advertising investment, 64% say the Internet is the media which has given them better performance (ROI). Only 32% that do not measure the ROI, expresses the same opinion.
Internet advertising is still the most influential factor for consumers when deciding to purchase electronics.
Microsoft Advertising in collaboration with Carat presented the results of an investigation into what are the most influential factors behind consumer purchase decisions.
The study, entitled "New Shopper Journeys", reveals that despite the growing importance of being in the media, which means social networks and the recommendations from person to person, paid online advertising remains the dominant factor for consumers when it comes to purchasing decisions in the field of home electronics.