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.
Personal care items, vehicle accessories, food and beverages are some of the products most demanded by consumers, who have migrated to digital platforms to make their purchases.
In the current scenario of confinement due to the health crisis in the region, consumers have disappeared from physical stores and have migrated to digital platforms to buy their products.
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.
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.
The growth in life expectancy generates multiple market opportunities for groups of people over 50, who generally have higher budgets to spend, but are often excluded from brand messages.
According to reports from CentralAmericaData, so far in the 21st century life expectancy at birth has increased in all Central American countries. Figures show that between 2000 and 2018 in Costa Rica the indicator increased from 77 to 81 years, in Panama from 75 to 78 years, and in Honduras from 70 to 76 years.
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.
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.
A recently released study offers a detail on the characteristics and disposition of people when making purchases in the various sectors of the Guatemalan population.
The research, conducted in the first half of the year by the Technical Committee of the Association (in formation) at Market Research Agencies, reveals interesting results for the marketing departments, which can now focus on promoting their products and services with better accuracy in the socioeconomic level they are interested in.
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