TMT
Digital noise
The COVID-19 pandemic gave digital advertising revenues a 9% boost in Latin America in 2020 and this looks set to continue in 2021 with estimates ranging between an additional 8% and 12%. Let's take a closer look at the trends behind this growth.
Brands in Latin America have now understood the importance of digital advertising. Traditional media expenditure reduced during the pandemic but it was compensated for by an increase in online investments.
A digital agency owner explains, "The pandemic has helped many people and companies go online, generating overwhelming digital competition. However, in a world where everyone is publishing content without any clear strategy or high-quality content, they are just making noise not delivering a message."
"The pandemic has helped many people and companies go online, generating overwhelming digital competition."
Digital Agency Owner, Peru
Throwing scattered content onto Facebook or Instagram can be dangerous too, "People and companies have to be careful how they manage their digital presence: say something wrong or make a mistake and people will comment against you en masse and your brand is destroyed."
A digital marketing expert believes that research is the key to stand out in such a competitive environment, "Very few companies commission research today but market surveys, focus groups etc. are starting to re-emerge as important tools to differentiate digital marketing campaigns from all the noise."
Challenges facing the sector include managing exponential data growth while focusing on privacy, security and compliance. Larger companies have a distinct advantage here as the advertising executive explains, "There is so much data, data scientists are being hired to analyse extremely large datasets on consumer behaviour. There are so many metrics offered by social media that can really inform what your users engage with most and what enhances your visibility. It is hard for small companies to compete."
"Digital marketing has moved from a nice-to-have to a have-to-have."
Advertising Executive, Mexico
An advertising executive in Mexico believes this trend is here to stay, "The marketing and advertising industry has evolved and digital will lead investments in the coming years, just as happened in more advanced markets. Digital marketing has moved from a nice-to-have to a have-to-have."
A digital marketing specialist believes that many events are also likely to remain online, "Mini-conferences, training events etc are here to stay because there is such a great reduction in costs, logistical issues and the digital platforms are now in place to deliver high-quality experiences."
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