3. Es el marketing digital efectivo en
algunos paises y en otros no?
NO!...por que pueden pensar que
el consumidor Colombiano es
diferente?
4. Le suena conocida alguna de estas
frases?
No creo que internet sea para mi
target!
Como le voy a invertir a internet 50
millones?
El cliente prefiere invertirle a TV que
a internet! No confia en el medio.
5. El primer banner en la historia!
October 24, 1994, HotWired hizo historia al
colocar el primer banner en su sitio….
Saben que logró?
42% click through rate!
6. La efectividad de la publicidad online es
dificil de medir cuando solo se considera
un pedacito del pie….
Que pasa
con el
99.5% de
los que no
hacen
click?
MARCA!!!
Menos del 0.5%
hacen click
(5 in 1000)
7. Desarollo de la marca N[umero de individuos
Etapa 1: Consumidores que Recordación con ayuda y sin ayuda
conocen la marca y se
acuerdan de los avisos
Etapa 2: Consumidores que Asociación del mensaje
reconoce el mensaje y se lo
pueden decir.
Incremento de
Actitud hacia la marca y la complejidad
Etapa 3: Consumidores que
preferencia y valor.
desarrollan sentimientos hacia su
marca y le comparan su marca a
otros
Etapa 4: Generan confianza en los Intención
consumidores y los incitan a que
visiten y compren.
Preferencia
Etapa 5: Los consumidores compran y
prefieren su marca sobre las demás.
Desarrollan lealtad y relación a largo plazo.
8. El Consumidor Colombiano cree en
el marketing digital!
El estudio de SYNOVATE y el ECI lo
pueden demostrar
10. Para alimentos y bebidas, la TV es la mejor fuente de información. Para
productos de aseo personal, la TV, el boca en boca, los catálogos y los
folletos son importantes, y el único medio que es importante para las 2
categorias es INTERNET!
Food & Beverages Personal Care Products
TV 64% TV 55%
Friends/Relatives/Colleagues 58% Friends/Relatives/Colleagues 54%
Printed brochures/
53% 52%
Salesperson at store Catalogues
Fashion/Beauty magazines 49%
Internet 52%
Printed brochures/ Internet 45%
50%
Catalogues
Magazines (general interest) 42%
Radio 46%
Salesperson at store 41%
Newspapers 45%
Newspapers 35%
Magazines 44%
Radio 34%
Retailers 40%
Retailers 32%
Email/ e-newsletters /
40% Email/ e-newsletters /
Membership scheme I join 31%
Membership scheme I join
Direct mail 34% Direct mail 28%
Others 31% Others 25%
Source: Q18. Sources of information for food & beverage purchase; Q21. Source of information in personal care/cosmetics/grooming product purchase
Base: Total (n=1186); All purchasing personal care/cosmetics/grooming products (n=1095)
11. Frecuencia de uso de los medios en
Colombia
Daily/Almost daily 3-4 days a week 1-2 days a week 2-3 days a month Once a month or less often Never Regularly
Use the internet for personal purposes 80% 12% 95%
Watch TV 72% 10% 6% 8% 87%
Use the internet for work/study purposes 69% 15% 7% 91%
Listen to radio 52% 13% 11% 8% 10% 76%
Listen to music (excl online & on mobile phones) 49% 13% 10% 7% 17% 72%
Read newspapers 31% 14% 19% 11% 16% 9% 64%
Listen to music online 29% 13% 14% 7% 13% 24% 56%
Listen to music on mobile phones 20% 9% 9% 5% 13% 44% 38%
Read magazines 14% 13% 20% 17% 25% 12% 46%
Access email on mobile phones 6% 10% 76% 12%
Go to the movies 6% 19% 48% 24% 9%
Source: Q3. Frequency of Media Usage
Base: Total (n=1186)
12. Frecuencia de consumo de TV en
Colombia
Grocery Purchase Microsoft
Gender Age Responsibility Service Children
Regularly 87% 86% 89% 89% 89% 87% 83% 88% 87% 87% 87% 82% 85% 89%
Daily/Almost daily
3-4 days a week
67% 67% 66% 70%
72% 70% 73% 74% 74% 71% 72% 73%
77% 78%
1-2 days a week
2-3 days a month
7%
9% 14% 13% 10%
10% 10% 7% 5% 11% 10% 9% 10%
6% 9% 5% 5%
6% 7% 8% 1% 4% 7% 5% 6% 5%
5% 6% Once a month or less
12% 14% often
8% 9% 7% 11% 8% 7% 9% 8% 10%
6% 6% 6%
Total Male Female 15-24 25-34 35-44 45+ Usually Some- Never Primary Not Children No Never
(1186) (633) (553) (483) (263) (159) (281) Buy times Buy Provider Primary (599) Children
(404) Buy (349) (1123) Provider (587)
(44)*
Source: Q3. Frequency of Media Usage
Base: As shown
13. Frecuencia de consumo de radio en
Colombia
Grocery Purchase Microsoft
Gender Age Responsibility Service Children
Regularly 76% 75% 78% 77% 78% 78% 72% 80% 76% 72% 76% 77% 76% 76%
Daily/Almost daily
47% 48% 47%
52% 52% 52% 52% 53% 52% 55% 52% 52% 3-4 days a week
59% 60%
1-2 days a week
16% 15% 14%
13% 13% 14% 15% 14% 13% 13% 14%
6% 16%
6% 11% 10% 2-3 days a month
11% 10% 14% 12% 11% 11% 10%
12% 10% 10% 7%
9% 7%
5% 6% 5% 7% 5% 9% 6% 6% 5% 6%
6% 5%
8% 9% 9% 8% 9% Once a month or less
8% 8% 10% 7% 4% 6% 8%
16% 16% often
10% 11% 9% 7% 10% 12% 9% 10% 12% 10% 11% 10%
Total Male Female 15-24 25-34 35-44 45+ Usually Some- Never Primary Not Children No Never
(1186) (633) (553) (483) (263) (159) (281) Buy times Buy Provider Primary (599) Children
(404) Buy (349) (1123) Provider (587)
(433) (44)*
Source: Q3. Frequency of Media Usage
Base: As shown
14. Frecuencia de consumo de Internet para
asuntos personales
Grocery Purchase Microsoft
Gender Age Responsibility Service Children
Regularly 95% 95% 96% 95% 95% 96% 96% 97% 95% 95% 96% 89% 94% 97%
Daily/Almost daily
57% 3-4 days a week
80% 80% 80% 75% 78% 78% 76%
82% 81% 81% 81% 81% 84%
1-2 days a week
23% 2-3 days a month
16% 12% 13%
12% 11% 12% 10% 12% 9% Once a month or less
10% 11% 11% 11% 10%
5% often
5% 6%
7%
Total Male Female 15-24 25-34 35-44 45+ Usually Some- Never Primary Not Children No Never
(1186) (633) (553) (483) (263) (159) (281) Buy times Buy Provider Primary (599) Children
(404) Buy (349) (1123) Provider (587)
(433) (44)*
Source: Q3. Frequency of Media Usage
Base: As shown
15. Frecuencia de uso de internet para
trabajo y estudio
Grocery Purchase Microsoft
Gender Age Responsibility Service Children
Regularly 82% 83% 82% 81% 87% 87% 79% 83% 85% 74% 83% 82% 83% 82%
Daily/Almost daily
52% 49%
3-4 days a week
61% 64% 60% 61% 63% 64% 61% 61% 62%
66% 70%
74%
1-2 days a week
14%
19%
13% 14% 10% 14% 14% 12% 2-3 days a month
11% 13% 11%
13% 13%
10% 7% 7%
8% 9% 7% 8% 7% 10% 8% 5% 8% 8%
5% 8%
5% 7% 8% 5% 5% 5%
6% 5% 5% Once a month or less
6% 7% 6% 9% 6% 5% 5%
8% 5% 6% often
7% 7% 7% 12% 8% 7% 7% 9% 8%
5% 5% 6% 6%
Total Male Female 15-24 25-34 35-44 45+ Usually Some- Never Primary Not Children No Never
(1842) (628) (1214) (536) (386) (304) (616) Buy times Buy Provider Primary (853) Children
(939) Buy (297) (1747) Provider (989)
(606) (76)
Source: Q3. Frequency of Media Usage
Base: As shown
16. Frecuencia de lectura de revistas en
Colombia
Grocery Purchase Microsoft
Gender Age Responsibility Service Children
Regularly 46% 47% 46% 38% 47% 56% 56% 54% 47% 38% 46% 52% 50% 42%
14% 13% 10% 13% 12% 9% 13% 9% 11%
14% 18% 19% 19% 17% Daily/Almost daily
13% 13% 16% 13%
13% 12% 12% 13% 13%
14% 13%
14% 13% 13% 3-4 days a week
15% 15%
21% 19%
20% 19% 22% 22% 20%
27% 21%
23% 23% 22%
21% 19% 1-2 days a week
18% 15% 17% 19%
17% 16% 18%
14% 16% 15%
13% 15%
2-3 days a month
26%
29% 26%
25% 23% 27% 25% 23% 27%
20% 20% 23% 26% 23%
Once a month or less
13% 8% 17% often
12% 10% 12% 11% 10% 10% 9% 12% 9% 12% 11%
Total Male Female 15-24 25-34 35-44 45+ Usually Some- Never Primary Not Children No Never
(1186) (633) (553) (483) (263) (159) (281) Buy times Buy Provider Primary (599) Children
(404) Buy (349) (1123) Provider (587)
(433) (44)*
Source: Q3. Frequency of Media Usage
Base: As shown
17. Frecuencia de lectura de diarios en
Colombia
Grocery Purchase Microsoft
Gender Age Responsibility Service Children
Regularly 64% 65% 63% 56% 62% 69% 78% 73% 64% 54% 64% 73% 64% 63%
17% Daily/Almost daily
28% 23% 28%
31% 32% 30% 30% 31% 34% 35%
40% 42%
16% 52% 3-4 days a week
13%
13% 15% 15% 15%
14% 14% 14%
18% 13%
23% 12% 17% 1-2 days a week
13%
19% 19% 19% 17% 21% 19% 21%
11% 17%
11% 17% 13%
18% 20%
10% 2-3 days a month
11% 11% 13% 15% 11% 11% 11% 11%
8%
20% 9% 19% 7%
16% 14% 18% 17% 14% 9% 18% 16% 15% 18%
11% Once a month or less
12%
9% 14% often
9% 10% 9% 12% 8% 9% 8% 9% 9% 10% 8%
5% 6%
Total Male Female 15-24 25-34 35-44 45+ Usually Some- Never Primary Not Children No Never
(1186) (633) (553) (483) (263) (159) (281) Buy times Buy Provider Primary (599) Children
(404) Buy (349) (1123) Provider (587)
(433) (44)*
Source: Q3. Frequency of Media Usage
Base: As shown
18. Frecuencia de asistencia a cines en
Colombia
Grocery Purchase Microsoft
Gender Age Responsibility Service Children
Regularly 9% 9% 10% 9% 12% 9% 6% 10% 9% 9% 9% 14% 10% 9%
6% 5% 6% 5% 6% 5% 6% 2% 6%
6% 6% 6% 6% 11% 6% Daily/Almost daily
12%
19% 13% 18% 15%
19% 19% 22% 19% 20% 19% 22%
24% 18%
3-4 days a week
42%
51% 1-2 days a week
45% 48% 48%
48% 48% 48% 51% 49% 43%
51% 48%
48%
2-3 days a month
40%
24% 26% 27% 25% 25% 27% Once a month or less
24% 24% 21% 23% 22%
19% 16% often
Total Male Female 15-24 25-34 35-44 45+ Usually Some- Never Primary Not Children No Never
(1186) (633) (553) (483) (263) (159) (281) Buy times Buy Provider Primary (599) Children
(404) Buy (349) (1123) Provider (587)
(433) (44)*
Source: Q3. Frequency of Media Usage
Base: As shown
19. Consumo de medios en Colombia entre semana
60% Watch TV (n=1091) Listen to radio (n=1064)
Use the internet for personal purposes (n=1165) Use the internet for work/study purposes (n=1145)
Read magazines (n=1048) Read newspapers (n=1077)
50%
40%
30%
20%
10%
0%
6am to 9am 9am to Noon Noon to 2pm 2pm to 6pm 6pm to 9pm 9pm to Midnight Midnight to 6am
Source: Q5a. Media Use: Time of Day (Weekday)
Base: All using specific media (as shown)
20. Consumo de medios en Colombia en fines de
semana
60%
Watch TV (n=1091) Listen to radio (n=1064)
Use the internet for personal purposes (n=1165) Use the internet for work/study purposes (n=1145)
Read magazines (n=1048) Read newspapers (n=1077)
50%
40%
30%
20%
10%
0%
6am to 9am 9am to Noon Noon to 2pm 2pm to 6pm 6pm to 9pm 9pm to Midnight Midnight to 6am
Source: Q5b. Media Use: Time of Day (Weekend)
Base: All using specific media (as shown)
21. La importancia de internet en la vida de los
Colombianos
Not Important; Can live without it 2 3 4 Essential to my life
Total 5% 8% 26% 34% 26%
Source: Q28. Importance of internet in life
Base: Total (n=1186)
22. Después de ver esto….el consumidor
colombiano si ha cambiado?
Es internet una fuente de
información confiable e importante?
30. La estrategia digital fué el eje y los
demas medios se alinearon a
Internet!...no viceversa
En el caso de Festival 15% de la
inversión fue en internet y en el caso
de GM 100%!!!!