With advertising analytics based on big data techniques, marketers can quickly determine the effectiveness of each channel and thus adjust their strategies, enabling them to run hyper-targeted campaigns, choosing the right ad content for the appropriate ad networks.
What is it?
This type of analytics refers to the use of data and technology tools that help companies and marketers effectively monitor their marketing efforts to ensure that campaigns are targeted to the right audience and use the right channels for effective communication.
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.
Instituto de Recreacion de los Trabajadores bids advertising services in newspapers, national TV channels, cable channels, radios, magazines and other media.
Guatemala Government Purchase 14006588:
"Details of what is required:
-159 full color pages published in newspapers in preferential position.
-43,260 seconds of advertising in open television with national coverage of higher audience in soap operas and news programs.
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 new commercial reality in which online shopping and changes in consumer habits have forced companies to rethink their sales strategies, so it is essential to understand how people behave in the digital environment.
The report "Internet in Central America", prepared by the Trade Intelligence Unit of CentralAmericaData, provides the most updated data on the presence of Internet users in the region, users by gender, educational level and other details. In addition to the behavior of the uses in each country and the channel where they connect.
The Superintendence of Banks tenders the external communication campaign, which includes guidelines in written press, radio and cable television, for a period of one year.
Guatemala Government Purchase 10438270:
"The external communication campaign of the Superintendency of Banks will be implemented between September 2019 and August 2020. The Superintendency of Banks will coordinate with the successful contractor the dates for the implementation of the external communication campaign.
In most Central American countries, vehicles are the main merchandise traded through web platforms.
According to the Guatemalan Exporters Association (Agexport), according to the OLX marketing website in Guatemala, El Salvador, Costa Rica and Panama, vehicles are the most published product category.
The Guatemalan Tourism Institute is putting out to tender a comprehensive publicity service nationwide for a period of 10 months.
Guatemala Government Purchase 7349475:
"The comprehensive advertising service to be presented must broadly reach the target group of men and women over 18 years old living in the capital and interior of the country, with high, medium and low socioeconomic levels, in the entire Republic of Guatemala.
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.
On 6th and 7th of September 1200 representatives from advertising agencies and marketing companies in 15 countries will be attending "Festival Antigua".
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.
Annual expenses have superseded $900 million a year: 70% on television, 15% in print media, 2% on radio, and the rest on other media including the internet.
According to Rodrigo Gordon, president of the Association of Advertisers in Guatemala (AAG), "such good investment in marketing and advertising is related to a country's economic growth. The more and better marketing there is, the more opportunity a country has to grow, as it means that there is more competition between companies. That means consumers will have more and better products, we play an important role in media. Companies who pay for advertising keep the media in subsistence, without us it would be difficult for them to continue to operate as they do. "
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 ".