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.
The Technical Institute for Training and Productivity of Guatemala is inviting bids for a full service promotion and advertising.
The mass media to be used will be:
Television with nationwide coverage, radio with nationwide and regional coverage, print media with national and regional coverage, cinema advertising in LED display, digital advertising screens, among others.
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
As the global economy recovers, companies will invest more in advertising, especially in emerging markets, and the favored media will be Internet and TV.
Companies like ZenithOptimedia, GroupM and Magnaglobal estimate that Latin America will grow at a 26% rate, Eastern Europe at 31% and Asia-Pacific at 35%. Brazil is expected to grow 31% and China 51%.
A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.
Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.
It is estimated that by 2012, the number of Europeans who regularly use the Internet will overtake newspaper readers (in fact, it already has among those under 34 years). Equally rapid is the change in the roles which both channels play in the lives of readers. Europeans who read print and online use the Internet more frequently, allowing them access to more content and information and allows them to enjoy many of the main qualities of traditional newspapers and magazines.
People are migrating from television to the digital media, where they interact.
Advertising is changing rapidly, to respond to rapid changes in public behavior, which is increasingly spending more time in front of computers, connected to the Internet, at the expense of time devoted to traditional media like television and especially printed media.
The ability to interact with the public in digital media can learn preferences, habits and interests of people, which in turn allows advertising messages to develop more and more tailored to those preferences, habits and interests, making the content of information in advertising of high-value for individuals.
The campaign will feature more Internet and less television in order to attract international tourists.
According to Prensa.com, the agency "BB&M, from this year, will be in charge of developing the campaign, now that the National Tourism Council has awarded it the contract that used to be managed by Publicuatro (P4)".
Another of the Panama Tourism Authority's (ATP) key strategies is to form partnerships with major US travel agencies to promote Panama as a tourist destination for Americans.
Online media continues to gain ground on traditional media, by combining and offering a single product featuring the best of both.
The television industry understands that audiences are shifting towards the web as their main information source, not only at the expense of print media, but also of television.
Their strategy is also clear: they are joining the enemy, in order to reach their audiences also through the web.
Mobile applications offer new and huge opportunities for customer – company communications.
Vertiginous increase in mobile phone coverage has coupled with increased sales of smartphones, which enable the use of 3G or 4G applications. Companies may benefit from this applications to communicate better and cheaper with their customers.
Elfinancierocr.com remarks that “the use of smartphones and applications is moving from being a business opportunity an obligation for companies, as it was having Internet presence 10 years ago or being in Facebook today”.
The fall in newspaper advertising revenue equals the increase in internet advertising.
Theslogan Magazine remarked how advertising spending has recovered in the United Kingdom, as the economic and financial crisis comes to an end. However, only Internet and movie theathers registered more spending in 2009 than in 2008.
“In fact, online advertising increased exactly as the same amount lost by newspapers (4.2%).
Interaction between mobile telephony, barcodes, cameras and software permits "traveling" from print media to the web.
On its Friday edition, the print versions of Wall Street Journal had advertising from BMO Capital Markets. In the lower left part of the ad there was a barcode.
Those readers with a camera-enabled mobile phone and the right software, could aim it to the barcode, take the picture and directly access BMO Capital Markets, where they would get more information.