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.
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.
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.
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.
Of all the advertising spending in mass media in the region, Nicaragua's share is 8%.
Guatemala's is 28%, Costa Rica's 22% and Honduras' is 16%.
Despite this reduced participation, the Nicaraguan media market has grown by 15% over the last two years, said Cesar Espinosa, CEO of Cem Communications and president of the Nicaraguan Organization of Advertising Agencies (ONAP), during an interview with Humberto Galo for Laprensa.com.ni.
Executives of companies whose customers are other businesses, rely increasingly on the Internet to find information to guide them in the decision making process.
B2B (Business to Business) companies are a growing presence on the Internet, due to the fact that the number of its customers using the Internet for their business decisions is also increasing.
"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."
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 .