1. Understanding
Digital
Marketing and
its implications
in Latin
America

2. #LatinAmerica is trendy
Breaking News!

4. I think therefore I am
- Descartes
I share therefore I am
- Luis Alvarado

5. How can you define “Cardumen”?

6. Shoal of fish
Moving in the same
direction
Benefits:
Defense against
predators
Increase
hydrodynamics
efficiency
Avoid to be caught
Cardumen

7. So What is going in Latin America?

8. Media LATAM AR BR CH CO MX PE VE
Newspaper 38% 42% 33% 48% 39% 29% 72% 68%
Open TV 97% 95% 97% 98% 95% 97% 97% 95%
Cable 50% 71% 39% 64% 82% 44% 69% 63%
Magazines 31% 21% 38% 31% 34% 28% 20% 8.24%
Radio 55% 67% 49% 71% 67% 54% 79% 41%
Cinema 20% 16% 17% 16% 20% 24% 25% 31%
OOH 91% 91% 84% 90% 90% 97% 100% 98%
TGI LATINA 2011 Wave II + 2012 Wave I (Y12w2_Y13w1) v.08.30.2012
Is all the above media obsolete ?
Media Penetration in LATAM

9. What determines
internet penetration in
LATAM?

10. Local market nuances
• Economics
• Infrastructure
• Political Environment
• Social development programs
• Education
Accessibility

11. Internet Cafes
Affordable / Flexible data plans
Power of families
Wi-Fi
Significant differences in digital consumption will persist due
to cultural differences and unique consumer behavior.
However

12. World average: 34.3%
63.2%
78.6%
27.5%
49%
15.6%
How do we compare globally?

13. Internet users
within LATAM are
increasing at 9%
annual
Internet users per
100 pop: 49
Broadband
subscribers per
100 pop: 1 1
Internet Penetration

14. Mobile
subscribers
within LATAM
are increasing
at 4% annual
Mobile per
100 pop:
107
Mobile Penetration

15. Internet important
to make buying
decisions (>90%
users)
Dominated by
young people
Average usage in
Brazil, Mexico,
Argentina & Peru
greater than global
Online Activity average

16. Internet used to
find & compare
Social Networks
as mediums to e-
commerce
Online shoppers
to grow by 20%
E-Commerce

17. Low but
promising
$4 billion
Expected to
improve shopping
experience
M-Commerce

18. Google Sites 124,584 FACEBOOK.COM 85,780
FACEBOOK.COM 116,380 Google Sites 30,968
Microsoft Sites 107,392 Microsoft Sites 8,634
Yahoo! Sites 98,094 Yahoo! Sites 4,405
Terra - Telefonica 69,972 UOL 3,966
Wikimedia… 45,777 Globo 3,080
UOL 43,218 Terra - Telefonica 1,900
Ask Network 42,718 MercadoLibre 1,727
VEVO 41,612 TUMBLR.COM* 869
Globo 40,975 ASK.FM 837
LATAM most visited sites (000) Total Pages Views (MM)
Google sites are the most visited sites in LATAM,
Facebook the destination with the highest affinity

19. Total Average
Average Average
Unique Minutes Total Visits
Social Media % Reach Minutes Visits per
Visitors per Usage (000)
per Visit Visitor
(000) Day
Total Internet : Total Audience 131,193 100.0 74.0 6,795,308 26.3 51.8
Social Media 127,743 97.4 32.4 4,315,369 14.6 33.8
1 FACEBOOK.COM 116,380 88.7 41.9 3,744,893 15.2 32.2
2 Blogger 67,877 51.7 2.8 339,855 2.1 5.0
3 Federated Media Publishing 31,579 24.1 1.7 69,472 1.6 2.2
4 TWITTER.COM 25,258 19.3 6.1 187,741 3.3 7.4
5 Linkedin 24,546 18.7 2.8 58,831 2.5 2.4
6 ASK.FM 13,893 10.6 11.0 137,133 5.9 9.9
7 TUMBLR.COM* 12,047 9.2 12.8 54,192 8.5 4.5
8 Orkut 11,926 9.1 9.3 72,497 5.6 6.1
9 UOL Comunidades 8,346 6.4 1.8 22,128 1.5 2.7
10 Terra Community 7,131 5.4 8.7 36,003 6.3 5.0
Social Networking Eclipses Portals as the Most Engaging Web
Activity in Latin America

20. Total Average
Total Average Average
Unique Minutes
Entertainment Media % Reach Visits Minutes Visits per
Visitors per Usage
(000) per Visit Visitor
(000) Day
Total Internet : Total Audience 131,193 100.0 74.0 6,795,308 26.3 51.8
Entertainment 126,015 96.1 13.5 2,621,649 9.9 20.8
1 YOUTUBE.COM* 93,584 71.3 24.6 1,149,204 14.1 12.3
2 VEVO 41,612 31.7 4.9 158,931 4.0 3.8
3 Terra Entertainment 35,350 26.9 5.5 182,436 4.1 5.2
4 UOL Entretenimento 29,368 22.4 8.4 217,871 6.2 7.4
5 Viacom Digital 26,434 20.1 4.1 66,272 3.6 2.5
6 R7 Entretenimento 25,842 19.7 4.2 109,105 3.4 4.2
7 Globo Entretenimento 25,474 19.4 6.2 154,169 4.5 6.1
8 MSN Entertainment Channel 13,403 10.2 2.4 130,700 2.1 9.8
9 CBS Interactive 12,889 9.8 3.2 30,496 2.8 2.4
10 MUSICA.COM 12,370 9.4 2.7 31,147 2.3 2.5
Followed by Entertainment. Peruvians, Colombians and
Chileans spent the most time on Entertainment sites each
averaging more than four hours per visitor at the end of the year

21. Facebook Reigns as Top
Global Social Network
Five LATAM countries at
the top 10 worldwide of
Facebook penetration
Social Media penetration
Remember!
to reach 98% in 2015
Social Networking

22. So
What is Next?

23. Doing Marketing in Latin America
10 Elements for your Marketing Strategy

24. 1.
Hybrid Marketing Mix
Combine Offline, Online and Physical

25. 2.
Know the country
framework
Do not make assumptions

26. 3.
Meet your Audience
Live their lives

27. 4.
Everything is dynamic
Do a continuous loop: observe, plan, do,
ananlyze and Evaluate. Adjust as needed

28. 5.
Be irresistible
Make an offer they cannot refuse

29. 6.
Act Local
Partner with local companies, involve in
the community

30. 7.
Create a connection
Develop your brand: balance emotions
and rationales

31. 8.
Engagement is a
must!
Rock them out

32. 9.
Viva la Diferencia
The Latin America countries are not
homogeneous, but there are common
trends

33. 10.
Find yourself
It is up to you

34. Dr. Luis Alvarado Business Innovation
lalvarado@itesm.mx
Jose Luis Lopez
Joseluis.lopez@ncontacto.com
nContacto - Business Innovation - 2013 /