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The Top Growth Markets in Brazil for 2014

As part of our work in planning and executing media campaigns for key clients all over Brazil, we focus on the internal markets in the country that are rapidly expanding. Obviously, understanding where consumers are directing their spending is helpful in understanding where the advertising investments will be coming from in the near future. With that goal in mind, here are the hot growth markets in Brazil for 2014:

Credit Cards

In 2014 the credit card market in Brazil will grow by 17% to reach R$ 1 trillion (US$427 billion). This projected growth is based on strong previous growth: in 2013 the Brazilian credit card market grew by nearly 18% and posted R$853 billion (US$364 billion) in transactions. Of this, R$ 553 billion (US$236 billion) corresponded to credit card transactions and the rest to debit card transactions.
Source: Associação Brasileira de Bancos

dietary supplements
Dietary Supplements

Over recent years, the dietary supplements markets in Brazil has had an average growth of 15%. While no projections are yet available for 2014, in 2013 the Brazilian dietary supplement market posted revenues of R$ 700 million (US$299 million). In comparison, in 2008 the Brazilian dietary supplement industry produced R$ 150 million (US$64 million) in revenues.
Source: Associação Brasileira dos Fabricantes de Suplementos

Farm machinery
Farm Machinery

In 2013, Brazil’s agricultural sector broke the record for farm machine sales with more than 100,000 machines sold. Domestically, more than 83,000 farm machines were sold in Brazil in 2013, eclipsing the previous record of 80,000, set back in 1976. Overall, these figures represented 20% growth compared to 2012. While 2014 growth is only projected to be 1.1%, that’s still significant for this particular industry.
Source: Associação Nacional dos Fabricantes de Veículos Automotores

fashion inudstry 3
Fashion Industry

Brazil’s fashion market has quadrupled in revenues in the past 10 years. In fact, according to Euromonitor, in 2013 the fashion industry in Brazil brought in US$140 billion in revenues.
Source: Sindicato de Lojistas do Município do Rio de Janeiro


The amount of gyms in Brazil has exploded, going from 7,000 in 2006 to more than 22,000 by 2012. Only the United States has more gyms in operation than Brazil. The market of gym customers in Brazil amounts to more than 100 million, with 40 million of them belonging to Classe C, the Brazilian middle class.
Source: Associação Brasileira de Academias


Brazil’s insurance market will grow by nearly 16% in 2014. Culturally, Brazilians tend to purchase auto insurance but are less likely to buy life or home insurance.
Source: Confederação Nacional das Seguradoras

luxury brazil
In 2014 it’s estimated that the luxury market in Brazil will grow by 16% to 18%. In 2013 the Brazilian luxury market grew by 10-12%, after 16% growth in 2012. A recent development with the luxury market in Brazil is that it’s growing beyond Sao Paulo to include Curitiba and Rio.
Sources: Bain & Company, MCF

mineral water
Mineral Water

The Brazilian mineral water industry expects a sales increase of 35% in 2014. The popularity of flavored water is one of the driving factors in this growth. There are over 400 mineral water brands in Brazil and Edson Queiroz—owner of Indaiá and Minalba—has the highest market share at nearly 13%.
Source: Associação Brasileira da Indústria de Água Mineral

pay tv 4
Pay TV

At the end of 2013 more than 18 million households in Brazil had subscriptions to pay TV, compared to just 3 million in 2000. In 2013 the amount of households with pay TV in Brazil grew by 11%, compared to 27% growth in 2012 and 30% growth in 2011. Between 2018 and 2020, pay TV will reach 70% of Brazilian households. And by the end of 2014, 60% of the pay TV subscribers in Brazil will be from Classe C.
Sources: Anatel, IBGE


Brazil’s wine market grew by nearly 10% in 2013, driven by increases in sales of fine wines, table wines and sparkling wines. In 2014 it’s projected that the Brazilian wine market will grow by another 13%. Consumption is clearly behind this growth, with average per capita consumption of wine in Brazil expected to increase from 2 liters per person to 2.5 liters by 2016.
Source: Instituto Brasileiro do Vinho

To find out more about how we can help you reach Brazilians via any form of media, please contact us.

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19 Lessons from Social Media Misfires

Big Brother is real—and you are Big Brother.

The character from George Orwell’s novel 1984 kept an eye on everyone and over the years has been used to symbolize governments and other entities that wish to control people by continually watching them.

But these days, social media make us all Big Brother: we watch the mistakes others make and tell the world about them. And that’s why both individuals and companies should analyze the following cases to turn mistakes into successes.

not connecting
#1 Not Connecting Proves Costly

Kelly Blazek created a job bank for professionals in marketing and publications in Cleveland. A young job seeker named Diana Mekota sent Blazek an invitation to connect on LinkedIn and received a stinging response from Blazek in return. Blazek basically told Mekota that her invitation was inappropriate and that Mekota had no right to expect her to share her 960+ contacts. Mekota posted Blazek’s response and it went viral. The negative response has basically driven Blazek into hiding, at least on social media.

Lessons Learned:

  • The public nature of social media communication calls for restraint and self-editing, always
  • LinkedIn is built for connections, not to tell people to go away
  • It’s fine to turn down a connection, but scolding a prospective contact is counterproductive, especially if you are scolding them for wanting to connect on a social network: this is like scolding someone for coming up to talk to you at a networking event
  • Connecting with someone on LinkedIn does not automatically give you access to their contacts, so Blazek cited a reason for not connecting that makes no sense

#2 Social Media on Autopilot Crashes
As part of a promotion, Oreo automatically replied with a programmed tweet to anyone who participated. This led to Oreo cheerfully replying to someone with a racist Twitter handle:


Obviously, the brand is not advocating racism, this is clear. But it’s the kind of poor brand alignment that’s fairly easy to avoid with a bit of forethought.

Lessons Learned:

  • Resist automation with social media interaction, even if your firm is doing it on a mass scale
  • A large-scale conversation via social media is still a conversation, and needs to be treated that way, with an organic approach

#3 Make Good Matches
In 2011, for some reason fashion brand Kenneth Cole decided to reference the uprising in Egypt:


Not surprisingly, it caused a backlash to relate the fashion brand’s spring collection to a revolution. The brand took a brief break, then in 2013, during the standoff with Syria, it posted:


In 2012, for some strange reason Gap decided to reference Hurricane Sandy:

gap tweet

Obviously, not a good idea to segue from a devastating storm to shopping at your brand’s web site.

Not to be outdone in the apparent insensitivity contest, Urban Outfitters also chimed in about the storm:

urban outiftters

Lesson Learned:

  • Think before you tweet, especially on hot trending topics
  • Political events or tragedies tend to deliver massive amounts of tweets, but this flood is NOT an opportunity to sell something, any more than a funeral is a good place to sell life insurance
  • Social media messages are more effective when pared to a customer’s needs or wants rather than forcibly piggybacked onto whatever news story is hot at the moment

#4 Nonsensical Comparisons
A Facebook update from London Luton indicated that they were such a good airport, planes don’t end up in the middle of streets:

london luton airport

This photo came after an accident at Midway Airport in which a plane slid off a runway. A six-year-old boy was killed.
So the comparison is between one airport that did not have an accident and one that did…as a differentiator? Yeah, not exactly the kind of USP that Philip Kotler is likely to recommend that a brand should highlight.

Lessons Learned:

  • Do not associate your brand with tragedy, ever
  • Do not associate your brand with a major fear among people being realized
  • Do not force me to write a tip that should be ragingly obvious

#5 Say It Strategically or Shut Up

A PR executive named Julie Sacco tweeted the following before heading off to Africa:

Justine Sacco

Some have argued that this was a self-deprecating joke with no racist intent, but this seems like a highly generous interpretation. Sacco tweeted this before getting on the plane and during the eight-hour flight, the firestorm developed as the tweet went viral. She ended up losing her job.

This tweet not only illustrates the risk of making a joke, it highlights another point. Why did Sacco have to tweet she was going on a trip to Africa at all? Why is this relevant? The point is, it seems like people feel compelled to share everything that happens to them, no matter how trivial. How many tweets have you read in which people tell you their current location or where they’re going later that day? Unless you have plans to meet them there, why would anyone care? The fact that we have the ability to communicate to an audience doesn’t mean we always have to say something. This is especially true with business communication via social media. Because what you say can backfire on your brand, you should be highly calculating with what you post and how it can reflect on the brand. That applies to personal social media if you are a public figure or have a communications position.

Amy’s Baking Company was featured on the TV show Kitchen Nightmares, in which chef Gordon Ramsay goes into failing restaurants, tells them what he thinks is wrong and tries to help them change. With Amy’s, the owners refused to admit anything was wrong and argued vociferously with Ramsay, so he gave up and left without trying to help. After the show aired, viewers made negative comments about the owner on the restaurant’s Facebook page, eliciting the following response:

amy's baking

This was part of an entire day of attacks and counterattacks via Facebook posts. Later, the restaurant’s owners claimed that their Facebook page was hacked, therefore hackers were behind the negative comments. Unusual behavior for hackers, who generally have not received lots of attention for impersonating businesses on social media. If it was not hackers, clearly a business that depends on the patronage of diners should avoid conflicts in public forums.

Lessons Learned:

  • Think carefully before making any joke on social media in a professional context: it’s easy to offend people and not easy to make peace afterwards
  • Treat social media jokes the way you’d treat jokes made in the presence of clients or prospective employers: stick to neutral ground, avoiding anything to do with race, politics, religion and disease
  • Don’t be trivial: use social media for substantive communications that either engage clients positively or further your brand’s positioning as per your strategy
  • Don’t go off the script: if you establish a goal for your social media communications and the approach for handling them, never deviate, whether it’s for fun or some other reason, because consistency is key to effective communication
  • Even when you’re off, you are on: If your job is in the public eye or you handle communications for a firm, even your personal social media communications can reflect badly on your brand (and your career), so edit yourself accordingly
  • A polite, constructive response to criticism on social media is much more productive than an angry post
  • Another way to respond to online critiques on a Facebook page would be to invite just the critics to a special meal or sale or some other kind of interaction with the business to experience the service or enjoy the product: this shows a gracious attitude, has a minimal cost and could have strong public relations value

When not observing social media mistakes that brands make and doing our best to avoid making mistakes ourselves, US Media Consulting links brands to Latam through insightful media planning and buying, as well as through innovative technological solutions like MediaDesk, our DSP. To find out more how we can help you reach Latin America with these and other approaches, please contact us.

writing mistakes

10 Business Writing Blunders to Avoid

Texts, emails, memos, whitepapers, creative briefs: even if we’re not trained journalists, we spend a lot of time writing. And while we’re at it, we could be making some common grammar, word usage or punctuation mistakes. When communicating with friends, not a problem. But if we’re pitching a potential client or responding to an e-mail from a superior, even a minor gaffe could hurt our credibility or distract the reader from our main message. To that end, here are some common errors that tend to crop up in typical business communications.

#1 Your/You’re, Their/They’re, Its/It’s
When you mean “you are,” the contraction is “you’re,” not “your,” which is to designate something a person owns, as in “your car.” Sometimes this mistakes happens because of quick typing, but it crops up so often that it seems as if many people don’t know the difference between the contraction for “they are” (they’re) and the possessive adjective (their). “Its” is another possessive adjective (“Its relevance is substantial”), different from the contraction (It’s) for “It is.”

#2 Irregardless
This word has been admitted into some dictionaries but is noted as being nonstandard, like the word “ain’t,” which is also in dictionaries but not considered proper to use in business communications. People use it to say things like “Irregardless of the Q4 numbers, we expect to see positive trends in Q1.” What people usually mean to say when they use “irregardless” is actually the standard word “regardless,” which means “without regard” and is most often used in sentences like, “Regardless of the consequences, Harold ate the heavily spiced food that he knew would cause him heartburn.” It means the same as “despite.” So in the context of the Q4 numbers, the correct words to use would be “regardless” or “despite.”

#3 Learnings
This is not a word. “Learning” is a gerund, a verb form that names the action of the verb, in this case, the action of the verb “to learn.” While a gerund can be a noun, as in “Learning Portuguese is fun,” it still refers to the act of learning, not what you learned. So if you’re talking about what you learned from a particular campaign, those are lessons, not learnings.

#4 Alright
This is not a word. The correct phrase is “all right,” as in “I hope you’re all right.” This may come up in more informal communications with clients or superiors, so it’s helpful to get it right, all right?

#5 Literally vs. Figuratively
Literally means something that is actually happening, in real life, as opposed to figuratively happening. For example, when someone says, “Work is killing Juan,” this is figurative, a colorful way to say that work is overwhelming Juan or taking up all of his energy. But if Juan has a fatal heart attack while in a stressful situation at work, you could say “Work literally killed Juan.” It’s a way of pointing out that what is described by a colorful expression actually happened.
As such, don’t use “literally” unless you are describing something that actually happened AND refers to a commonly known expression. In other words, don’t say it’s “literally raining cats and dogs” unless actual cats and dogs are falling from the sky. Another point: incorrect use of “literally” can literally make you sound like one of the Kardashians, who, despite a marketing acumen that has delivered massive success with a valueless product, constantly abuse the word and are not exactly revered as great business communicators.

#6 Using Clichés
Technically, using a cliché is not the same as a grammatical or word usage mistake. It’s not demonstrably wrong. But using business clichés can make your writing sound weak or unoriginal. Or worse, clichés can make an original argument sound as hackneyed as the terms used to convey it. Here’s a few that need to be put to rest, forever, plus alternatives:

  • Think outside of the box (try “be creative,” “be ingenious,” “be inventive” or “be imaginative”)
  • The next level (“the next tier,” “a higher grade,” “a notch upwards” are less common)
  • Bleeding edge, cutting edge or leading edge (just say “innovatory,” a variant of “innovative,” and you’ll still stand out in terms of language while avoiding a cliché)
  • Move the needle (“get results” or “get a strong response” can work instead)
  • Obtain buy-in (“obtain agreement,” “achieve consensus,” “reach an accord”)
  • It is what it is (Really? As opposed to what it isn’t? Amazing something this nonsensical caught on, but if you really need a substitute, try “It’s immutable”)
  • It’s a game-changer (“it will transform,” “be transformative” or “it will upend the industry”)
  • KISS or Keep it simple, stupid (it was cute in 2003, but let’s forget we ever wrote or said this, the same way we can forget if we bought a Dr. Phil book or wore MC Hammer pants)
  • Get my ducks in a row (“plan,” “organize”)
  • This is paradigm-shifting (“transformative” can also work here)
  • It’s a turnkey product (try “ready-made,” “ready to go”)
  • Lots of moving parts (“complex,” “complicated,” “involved” and “intricate” are better)
  • Best practices (how about “what works” or “what’s effective”)

I know that the alternatives don’t have the metaphoric power of the clichés, but so what? In fiction and in certain types of non-fiction, vivid imagery conveyed by metaphors stirs the reader. But is that really your goal in a business email, a proposal, presentation or whitepaper? No. You’re trying to get across an idea, so what’s wrong with doing it simply and clearly? Rely on the strength of your ideas, not on phrases.

#7 Affect versus effect
People get these mixed up quite often, saying that “Distribution issues effected profitability.” Generally, “affect” means to influence an outcome or result. So sleeping for only two hours before going to work can affect your job performance. On the other hand, lack of sleep can cause a negative effect on your job performance.
The best course is using “affect” as a verb and “effect” as a noun. So if explaining how weather caused a problem with shipments, you’d say “Inclement weather affected our fulfillment capabilities during February 2014.” While it’s true that effect can also be a verb that means to cause, bring about or achieve (“Brad effected significant positive changes in his department”), it’s less common.

#8 Leverage
This is a noun and means the action of a lever, power or the use of credit to improve your ability to speculate in the stock market. It’s not a verb, so you can’t leverage your assets or your team members or capabilities or anything else. What you can do is exploit, take advantage of or use for your own ends.

#9 Everyday vs. Every day
Every day you brush your teeth (presumably), as in each and every day. But everyday errors are common errors, kind of like this one, and an adjective.

#10 Apostrophes
This one always shocks me when I see it in business writing, but it still pops up. Instead of teachers, some people will write teacher’s, using the apostrophe to denote a plural form of a noun. Apostrophes are for contractions (he’s, it’s, I’ve) or to show possession: “John’s yacht is spectacular.” To denote plurality, usually you just add an “s” to the end, unless you have a collective noun (deer), which is written without the “s” in both singular and plural forms. Those types of nouns are fairly rare, so adding the “s” should work fine in most cases.

Beyond business writing, we’re also adept when it comes to media planning and buying for Latin America. To find out more how we can help your firm reach Latin America with a strategic campaign in any form of media, please contact us.


5 Marketing Mistakes You Won’t Believe People Make

As the title implies, some—if not all—of the mistakes I’ll be pointing out in this post may strike you as being basic—so basic that your reaction to some may be, “Thanks for the observation, Captain Obvious.”

However, since I’ve run into them repeatedly at different times over the years, it strikes me that they’re worth reviewing once again.


#1 Guessing about Customers

Solid market research is crucial for making marketing decisions, yet I’ve seen a number of companies rely more on guesswork than quantitative evidence. When I worked in book publishing, my firm worked hard to understand the kinds of books the readers were interested in. Our core was health and fitness books and my initiative published books aimed at Spanish-dominant Hispanics. That said, we also looked at other lifestyle topics in our research to make sure we weren’t missing other areas of interest, like personal finance, beauty, general self-help, relationship advice and more. We also tested books from other publishers with our audience to see if they worked so that we could acquire rights if they tested well.
In contrast, other publishers didn’t rely on research to reach Hispanics. As a result, they chose books on topics that we knew from our research that Hispanics weren’t interested in. Sometimes they even compounded the error by publishing wrong-topic books by celebrities most Hispanics never heard of, like translations of Susan Powter’s diet books. How can you market a personality-driven book to an audience that doesn’t know your personality, when the personality cannot do a media tour and has no media platform to reach the audience? Stop the insanity, indeed…

#2 Ignoring Representative Samples

In discussing research with certain colleagues and clients, the idea to do a web survey comes up, since it seems quick and easy. But when we discuss response rates and representative samples, they quickly tune out. Even marketing professionals can have trouble understanding that if you have a customer base of 20,000, you have to randomly select a representative sample to survey. And enough people have to respond to ensure a statistically significant response. So with a survey of 100 people and 4 responses, those 4 won’t be representative of the 100. Seems straightforward, right? Well, I have had people argue to me that 4 people in leadership positions that were surveyed over the phone were in fact representative of a universe of 32,000 customers.
Or that I could send an e-mail survey to a client list of 5,000 and whatever response I got would represent all 5,000.
Avoiding this mistake is easy: hire a good firm to help you find out what you need to know about your customers with a properly designed survey.

#3 Confusing Qualitative and Quantitative

Focus groups are a nice tool. You can get a small group of customers in a room and get their thoughts about your product. But even a randomly selected group of people will still be small—focus groups are usually 10-15 people at the most. Trying to run a focus group with more is counterproductive. And as indicated in mistake #2, 10-15 people don’t usually represent a company’s entire customer base. Instead, focus groups are a great way to get more detailed responses about certain aspects of products and services. That’s why they are usually referred to as qualitative research. Focus groups are also helpful in developing questions you can use in quantitative research like a survey of a representative sample.

#4 Not Caring about Customers

I once got an assignment to copy edit Spanish-language books for a major publishers. The guidelines stated that I use English-language punctuation and usage norms. This meant small things like placing periods inside quotation marks or using em dashes for dramatic pauses (common in English, not done in Spanish). It also meant capitalizing the names of certain groups: “Rusos” (Russians) as opposed to rusos. Problem is, applying English norms to Spanish is incorrect. You wouldn’t do this any more than you would apply Spanish norms to English copy.
Essentially, I was instructed to make sure that the book had as many spelling, grammar and punctuation mistakes as possible. I never knew the justification, but I would have to speculate that the publisher thought the Hispanic audience would be too dumb to pick up on the mistakes. The publisher also didn’t seem to mind that it was portraying its brand to the Hispanic audience as a purveyor of poorly written books. Well, as it turns out, putting out a quality product actually is important and—note my dramatic pause with em dashes—that publisher had to cancel its Spanish-language program due to poor sales.

#5 Launching without Researching the Market

Sometimes brands will launch products without any research into pricing. Instead, they set the prices they think will best allow them hit their margins. I’ve seen this happen—and the unsurprising poor results. In other instances, the lack of research involves customer need. For example, often a product doesn’t need to innovate to sell: plenty of me-too products attest to this. But if a me-too offers considerably fewer advantages than its competitors, no amount of brand storytelling can compensate. And I’ve seen brands launch forward without even seeing how their me-too product stacks up—until years after the launch and poor sales spurred a too-late look at the fundamentals.

Of course, marketing is just something we write about for fun. Our real expertise is in planning powerful media campaigns that target Latin America. To find out more about how we can help you with a campaign in any form of media, please contact us.

#7 content marketing

The Top Marketing Trends that Will Dominate 2014 in Latin America

As we plan more than 2,000 media campaigns every year and work directly with top agencies and brands, we are afforded an interesting perspective on what changes will take place in the market. Combining that with our constant monitoring of industry studies, we think that 2014 will bring an increased focus on the following.

#1 RTB Will Grow Significantly
Marketers in Latin America have become increasingly aware of the major advantages involved in programmatic buying through real-time bidding (RTB) systems. As they try it out, they discover that buying an audience rather than media can deliver some impressive results. As a result, they’ll expect their media agencies (as well as interactive marketing agencies they hire for certain services) to be skilled in programmatic buying.


#2 Brands Will “Mobilize” Their Content

While smartphone and tablet penetration in Latin America are relatively low compared to more mature tech markets (e.g., 28% smartphone penetration in Mexico vs. 63% in the United States), both are growing significantly. It also stands to reason that some of the most attractive customer segments for brands are heavy users of mobile devices. As such, brands need to use responsive web design and other technology to ensure that mobile users engage with their content.


#3 Traditional Media Will Stay Strong

Despite the attention to online, mobile and social, it’s clear that marketers in Latin America value traditional media. This is reflected in ad spend allocations in both smaller and larger markets. For example, in Peru’s ad spend during 2013, TV took up 49%, newspapers took up nearly 15%, radio took up 11%, OOH took up nearly 10% and Internet, in contrast, took up 6.2%. For Mexico, the most recent available numbers for ad spend are from 2012, but they show the following: free TV took up 52%, radio took up 9%, magazines nearly 8% and online nearly 7%, barely edging out newspapers (6.84% for digital compared to 6.66% for newspapers).
Given media consumption patterns in Latin America, it makes sense to weight traditional media according to their advantage in reach and the suitability of certain types for certain purposes. While Internet will continue to make inroads and crossmedia consumption is on the rise, in 2014 we shouldn’t expect a major shift away from traditional media—and certainly nothing approaching the redistribution that’s happened in markets like the United States and Europe.


#4 Social TV Campaigns Will Increase

This new trend is another example of how offline and online strategies will come together in Latam. A 2012 study from Ericsson showed that 62% of Argentines, Brazilians and Mexicans that were surveyed engage in social TV, essentially watching TV with a mobile device and commenting on the shows via social media. In addition, a 2013 study from Google Brazil showed that 30 million Brazilians watch TV while commenting on social media and other studies have offer insights into how Brazilians use social TV. This will offer marketers an opportunity to test the trends and see if they can take advantage of Latin Americans’ love of social media, their growing mobile use and the deep penetration of free TV. To that end, marketers in Latin America will explore solutions like Shazam for branding and conversion purposes.


#5 Marketers Will Find Innovative Ways to Combine Online and Offline Tactics

A recent campaign from Aldo in Israel combined offline and online engagement, attracting people with a bell to ring in a public space, followed by an invitation to Instagram their shoes and a reward for doing so. This video shows the tactic in action:

Latin American marketers are skilled in below the line (BTL) tactics, events and several other offline ways to engage clients. A great recent example was the billboard that generated water, created by UTEC and Mayo DraftFCBand:

Changes in the market will dictate a change in tactics, resulting in Latin American brands playing off the growth social media and mobile with offline tactics to achieve specific goals with campaigns.



#6 Retargeting Will Become Much More Common

A number of Latin American brands have already seen for themselves how effective retargeting can be in converting customers. As companies like Triggit refine the technology that allows for Facebook retargeting and the rewards become even more evident, more Latin American companies will seek to take advantage of Latin Americans’ love of social media like Facebook and their growing adoption of e-commerce.


#7 Content Marketing and Native Advertising Will Gain Ground

The idea of a publireportaje or advertorial is not new in Latin America and has been featured in print and other media in the past. However, these days content means more than a magazine article: it can be a blog post, a video or a mobile app. All of these offer ways to capture consumer attention and get them to interact with a brand or actually buy a product. Content in the form of blogs could be particularly worth experimenting with when you factor in how blogging platforms like WordPress, Tumblr and Blogger are among the top social media sites in Latin America in terms of visitors.
Online, this branded content is often worked into the regular posts and articles from websites and is now referred to as native advertising. Newspapers like The New York Times are developing templates for native ads, and it’s likely that Latin American newspapers will follow suit as a way to increase revenue. That said, there still aren’t a ton of companies out there producing content for Latin America advertisers to use, so these approaches are more likely to emerge gradually in Latam during 2014 rather than spike dramatically.

To find out more how we can help you reach Latin Americans with a strategic media campaign, please contact us.

South America and Africa Global Communication Planet

Top Media Choices for Online Advertising in South America

Admetricks is a tech tool that measures online campaigns that different advertisers are running in South America in markets like Argentina, Peru, Colombia and Chile. The brand has been sharing the results it has tracked in different markets, and these may help agencies and advertisers in their media planning for future campaigns or to see what competitors are doing.

Admetricks tracked the top 10 online advertisers in Argentina during 2013, which were:

  1. Netshoes
  2. Garbarino
  3. Fravega
  4. Entre Mujeres
  5. Club Cupón
  6. Dietas Cormillot
  7. Samsung
  8. Netflix
  9. Ohlalá
  10. Fibertel

The company then compared these top advertisers to the top 5 online media used by advertisers in Argentina during 2013:

  1. Google
  2. La Nación
  3. Clarín
  4. Olé
  5. Taringa

Overall, in Argentina—as in other South American markets—there isn’t a strong correlation between top online advertisers and top online media. For example, Entremujeres only had a heavy presence in Clarín but not in any of the other online media. Ohlalá only had a strong presence in La Nación. Overall, Samsung was the only advertiser with a presence in 4 out of the top 5 online media in Argentina during 2013. Netflix favored Google and had some presence in Taringa while skipping over the other top online media. Clarín and Olé seemed to have the most success in attracting the top online advertisers in Argentina, with 6 out of top 10 having a presence in each of this media. Clarín had the edge over Olé in terms of a stronger presence from these top advertisers.

To find out about the top 10 online media and advertisers in Argentina during the month of January 2014, click here.

Admetricks hasn’t yet published rankings for top online advertisers or media for 2013 in Chile but the firm does regularly publish monthly updates for these categories. For January 2014, the top online advertisers in Chile were:

  1. Entel
  2. Ucentral
  3. Inacap
  4. Claro
  5. Lan
  6. U Santo Tomás
  7. Recarga Móvil
  8. Copec
  9. Santander
  10. U UCINF

The top online media in Chile in January 2014 were:

  1. Facebook
  2. Emol
  3. Bío-Bío
  4. Google
  5. El Dínamo
  6. La Tercera
  7. El Mostrador
  8. The Clinic
  9. Jaidefinichon
  10. Cooperativa

Admetricks tracked the top 10 online advertisers in Colombia during 2013, which were:

  1. Chevrolet
  2. Dell
  3. Link Ofertas
  4. Lan
  5. Dafiti
  6. Qué Buena Compra
  7. Bancolombia
  8. Linio
  9. LBEL
  10. RCN

The company then compared these top advertisers to the top 5 online media used by advertisers in Colombia during 2013:

  1. YouTube
  2. El Espectador
  3. Google
  4. Facebook
  5. Semana

The results showed that the top 10 advertisers did not have strong presences in all of the top 5 online media. For example, LBEL and Chevrolet were the only top advertisers with significant presence in YouTube, while RCN did not have a presence in any of the top 5 online media in Colombia during 2013, according to Admetricks results. Of all of the top 5 online media, El Espectador attracted the largest amount of top 10 advertisers, with 6. In contrast, Facebook, despite its significant popularity, only attracted 2 of the top 10, with e-commerce firm Linio having a very strong presence on the social network.

Admetricks tracked the top 10 online advertisers in Peru during 2013, which were:

  1. Chevrolet
  2. Neo Autos
  3. Universidad del Pacifico
  4. Movistar
  5. Banco de Crédito
  6. Quiosco Digital
  7. BBVA
  8. Lan
  9. PUCP
  10. Turismo Perú

The company then compared these top advertisers to the top 5 online media used by advertisers in Peru during 2013:

  1. Google
  2. El Comercio
  3. Peru.com
  4. RPP
  5. Peru21

Nine of the 10 top advertisers had a presence on El Comercio’s site during 2013, with Universidad del Pacífico as the only exception. Google was the #2 online medium in Perú in 2013 in terms of attracting top online advertisers, with 7 out of the top 10. Interestingly, Quiosco Digital invested heavily in El Comercio during 2013 but not in any of the other top 5 online media in Peru.

To find out more about how we can help you reach South American Internet users with an online campaign or through programmatic buying, please contact us.

Content Marketing Heats up in Brazil

In the United States, content marketing has been around for years and now is coming to the forefront. Recent studies have shown that 86% of B2C marketers and 93% of B2B marketers in the U.S. were using content marketing. In addition, in 2013 American marketers devoted 37% of their budgets to branded content.

The increase is driven by the ability of content to engage customers for better branding and also to deliver direct sales. Brazilian marketers realize this, though their use of content marketing hasn’t really been studied—until now.

Tracto, a Brazilian content marketing firm, recently partnered with the Content Marketing Institute, an American organization, to study how Brazilian B2B marketers practice content marketing. Here’s a look at some of the key results that you may find relevant for your own initiatives.

>>>Most Brazilian Marketers in the B2B Arena Use Content Marketing
According to the survey results, 83% of B2B marketers in Brazil use content marketing, a comparable level to the 93% in the United States and Canada.

>>>Brazilian Marketers Use an Average of 13 Content Marketing Tactics
Ranked in descending order from most used to least used, here are the top 15 content marketing tactics among Brazilian B2B marketing professionals:

  1. Social media (75%)
  2. Material and articles posted on Web sites (72%)
  3. E-newsletter (67%)
  4. Material and articles posted on web sites of third parties (65%)
  5. Events presenting content (65%)
  6. Whitepapers (64%)
  7. Blogs (63%)
  8. Video (58%)
  9. Online presentations posted on Slideshare (56%)
  10. Case studies (54%)
  11. Infographics (52%)
  12. Study reports (48%)
  13. Webinars (47%)
  14. Mobile apps (46%)
  15. Microsite (46%)

>>>Facebook is the Prime Site to Distribute Branded Content
The majority (75%) of the B2B Brazilian marketers surveyed used Facebook to distribute their content. LinkedIn, despite its immense growth in Brazil and concentration of professionals, was only used by 63%. The same percentage used Twitter, while 62% used YouTube. Other social networks were less favored: 49% use Instagram, 48% use Google+ and 41% use Slideshare.

>>>Facebook is the Most Effective Social Site
Overall, 71% of Brazilian content marketers consider Facebook to be the most effective site, while YouTube is in second place at 69% and LinkedIn is in third place with 53%. Instagram is comparable to LinkedIn at 53%, but Twitter trails considerably with just 47% saying it is effective. Interestingly, Brazilian B2B marketers at firms with more than 1,000 employees say that YouTube is the most effective social medium, followed by Facebook and LinkedIn.

>>>Customer Acquisition Is the #1 Goal
Nearly 7 of 10 Brazilian B2B marketers say that customer acquisition is the prime goal of their content marketing efforts, while brand awareness is the prime goal for 66%. Other possible goals received much lower scores from the marketers, such as engagement (53%), lead generation (39%) and client retention (38%).

>>>Social Shares Are the Main Success Metric
About half (49%) of Brazilian B2B content marketers say that social media shares are their main success metric, though positive client feedback (45%) and increase in brand awareness (45%) are other forms of measurement that they use. Other metrics like increasing customer loyalty and product awareness produced much lower responses.

>>>Most Brazilian B2B Companies Plan to Increase Content Marketing Spend over the Next Year
According to the survey results, 57% plan to spend more on content marketing in 2014. This is a virtually identical percentage to those of American and Canadian companies (58%) that plan to increase content marketing spend this year.

>>>Content Gets 22% of the Marketing Budget in Brazil
Brazilian B2B companies say that content marketing takes up 22% of their total marketing budgets; in comparison, content marketing takes up 30% of the marketing budgets of B2B firms in the U.S. and Canada.

>>>Big B2B Companies in Brazil Tend to Outsource More of Their Content Production
Globally, 66% of B2B firms produce their content internally but in large Brazilian B2B firms (1,000 employees or more), only 32% do this. Large firms (66%) in Brazil tend to blend internal content production with outsourcing. In contrast, 73% of smaller Brazilian firms produce all of their content internally.

To find out more how we can help you reach Brazilians with a strategic campaign in any form of media, please contact us.

5 Surprising New Social Media Trends in Brazil

Recently, a study from Nielsen indicated that Brazilians are top users of social media in the world, ranking higher than markets like China, the United States and India. Given the strength of social media in the country and the strong ROI from social media campaigns in Brazil, we decided to highlight some unexpected trends we have spotted.

#1 Facebook Still Rules
On the surface, this doesn’t sound surprising. However, with all of the recent stories pointing out that Facebook is losing popularity in Brazil and elsewhere, it makes sense to offer some statistical perspective. Experian Hitwise measured the social sites that were most accessed by Brazilians in December 2013. Nearly 68% of Brazilians went on Facebook, with the #2 site being YouTube, at 21%. So while there may be some fragmentation in social media use as Instagram and apps like WhatsApp draw Brazilian users, these figures suggest that there isn’t a mass exodus from Facebook in Brazil. It may be an interesting headline to draw clicks, but it’s not consistent with the data.
Besides overall usage, one of the interesting metrics in the Experian Hitwise data is time spent on these sites: Facebook had the highest, with an average of 17 minutes and 42 seconds per visit. Despite being fairly far behind in usage, YouTube was closer in time spent, with its average visit per user lasting 12 minutes and 57 seconds.
Beyond Facebook and YouTube, other social sites take up a very small amount of user time in Brazil: less than 2% for Twitter and Ask.fm, and less than 1% for Instagram. Orkut, Badoo, Yahoo Answers, Google+ and Bate-papo UOL.
Finally, the Experian Hitwise study indicated that Brazilians aged 25-34 are the largest demographic among the country’s social media users (27%), with 18-24 year-olds in second place (23%) and 35-44 year-olds in third place (20%). Now, one recent study did show that teen use of Facebook in Brazil is down, but given these figures about the demographics of the user base, the decrease in teen use may not have a big impact on most advertisers.

#2 Only 36% of Brazilian companies have a social media presence
Between November 2012 and March 2013 the Centro de Estudos sobre as Tecnologias da Informação e da Comunicação (Cetic.br) looked at the social media usage of more than 6,400 Brazilian companies and found that just 36% had a presence on social media.

#3 Most social media professionals in Brazil are women aged 28-32 and favor using Facebook ads
A study from OpSocial, a social media management platform, surveyed social media professionals in Brazil and discovered the following:

  • 63% are women, 37% are men
  • 52% are aged 28 to 32, 25% are 23-27, 14% are 33-36 and only 5% are older than 37
  • 34% studied advertising, 27% studied journalism and only 10% studied marketing
  • The social site they use most frequently is Facebook (26%), followed by Twitter (22%), Instagram (13%), Google+ (8%) and LinkedIn (7%)
  • The largest chunk of their paid social media campaigns go towards Facebook (31%), followed by sponsored posts (28%), Google ads (18%) and advertorials (8%), with less than 1% investing in sponsored tweets

#4 99% of LinkedIn users in Brazil use the site for reasons not related to job searching
This figure is from a survey that LinkedIn did of its members in Brazil. The survey also found that:

  • 80% of Brazilian users expect to use LinkedIn in 2014
  • 2 out of 3 have undergraduate degrees and 1 in 4 has a graduate degree
  • 60% say that using the site has made them more successful
  • 43% say that LinkedIn is a trustworthy source for company information when they are considering making a purchase

#5 Brazilians are using social media to invest and to learn other languages
Social trading is a recent trend in which people join social networks to learn from and copy other investors. In Brazil, eToro is one of the more popular sites for social trading. Brazilians are also signing up for social sites in which they can learn new languages: Bussu has more than 3.5 million registered users in Brazil and Livemocha has 2 million.

To find out more how we can help you reach Brazilians via social media or any other form of media, please contact us.

7 High-Impact Mobile Trends in Brazil

To help brands connect with Brazil’s rapidly growing mobile market, we identified  key areas that could make a difference when planning campaigns.

#1 Brazil leads Latin America in mobile device adoption by volume
While it’s true that Mexico has a higher rate of smartphone adoption and tablet user among its Internet users, in overall numbers, Brazil is Latin America’s mobile leader. Here’s why:

  • Smartphone sales in Brazil grew by 118% in 2013 (with more than 35 million units sold) and are projected to grow by 34% in 2014
  • Sales of regular cell phones are expected to drop by 44% in 2014
  • In 2013 smartphones accounted for 53% of the cell phones sold in the country but in 2014 smartphones will represent 71% of the cell phones sold in Brazil
  • Tablet sales in Brazil grew by 119% in 2013 to reach nearly 8 million and in 2014 nearly 11 million tablets will be sold in Brazil
  • Together, the smartphones and tablets sold in Brazil in 2014 will represent 83% of the entire volume of devices tracked by IDC, one of the world’s leading market intelligence firms
  • Overall, Brazil is the world’s #4 market in smartphone sales and it’s among the top 10 tablet markets in the world

#2 More than 40 million Brazilians use the mobile Internet
For advertisers, the heavy mobile device adoption obviously isn’t very helpful if the smartphone or tablet buyers in Brazil don’t use their devices to go online. But according to F/Nazca Saatchi & Saatchi, 43 million Brazilians are accessing the Internet via mobile devices—in comparison, IBOPE has indicated that there  is an overall total of 102 million internet users in Brazil. The results from F/Nazca don’t seem to be isolated: in December 2013 the Associação Brasileira de Telecomunicações reported that the use of the Internet through mobile devices in Brazil has increased by 438% since 2010.
Other key data points from F/Nazca’s research include:

  • 48% of mobile Internet users in Brazil are from classes AB, 46% from Classe C
  • 68% of mobile Internet users in Brazil are ages 16 to 34, 11% are 35 to 44
  • 54% of mobile Internet users in Brazil are men, 46% are women
  • 63% of mobile Internet users in Brazil use a prepaid data plan, 18% use a post-paid data plan and 19% don’t have a data plan

#3 WhatsApp is the most popular app in Brazil
A study from Qualcomm done in late 2013 showed that Brazilians ranked WhatsApp as their favorite app, with WeChat in the #2 spot and Facebook Messenger (previously the #1 app in Brazil) in the #3 spot. Another study, this one from OnDevice, indicated that WhatsApp was on 72% of the smartphones in Brazil and Facebook Messenger was a distant second with 49% penetration.
In terms of strictly social apps, Android Brazil reported in November 2013 that Facebook was #1 in Brazil, followed by Twitter, Google+, Orkut, Tumblr and LinkedIn.

#4 More than 8 in 10 Brazilian smartphone owners use their phones to play games
A study from research firm Newzoo indicates that Brazil has a total of 48.3 million gamers. Of these, nearly 53% report playing games using their smartphones. This means that there are more than 25 million smartphone gamers in Brazil. Given that there are roughly 30 million smartphone users in Brazil, this means that 85% of Brazilian smartphone users use their phones to play games. The Newzoo study also found that social or casual games are the most popular platform for Brazilian gamers, followed by TV/console and PCs.

#5 Gaming apps are the most popular type of app among Brazilian smartphone owners
A study from the Mobile Marketing Association asked Brazilian smartphone owners how they accessed different types of content, such as games, social networks and music. The options included apps, mobile networks or both. Forty percent of Brazilian smartphone owners reported accessing games through apps and only 11% used mobile browsers. Brazilian smartphone owners also seemed to prefer using apps to access social networks, email and music. Mobile browsers were more popular than apps for accessing news, websites and price comparison services.
Given that in-app advertising is proving to be effective in studies done in other markets, these figures suggest that this tactic could work well in Brazil if applied to games and social.

#6 Class C makes up 35% of smartphone owners in Brazil
With a population of more than 100 million and projected consumption that will exceed that of both classes A and B by 2015, Class C will continue to dominate marketing plans in Brazil. And mobile, particularly smartphones, should become another key way to reach them. Nielsen and the Mobile Marketing Association did a study of smartphone users in Brazil and found that 35% are from Class C, compared to 49% from Class B, 12% from Class A and 4% from Classes D and E. This study also revealed some other relevant data that may influence mobile campaigns:

  • The most popular type of apps among Brazilian smartphone users are social media media apps (77% use them)
  • Other popular types of apps include email (75%), news (57%), music (45%) and video (43%)
  • More than half of Brazilian smartphone users report using their devices to compare prices while in stores
  • 22% of Brazilian smartphone users say they visited a physical location of a store after seeing a mobile ad for it on their device

#7 Android remains the dominant operating system for smartphones in Brazil
In late 2013, Kantar Worldpanel reported that between January and August 2013, 77% of the smartphones sold in Brazil had the Android OS. Another study from GuiaLocal.com showed less dominance for Android in Brazil, with 63% of smartphones using this OS and 28% using iOS, 4% using Windows and just .19% using Blackberry. That said, these results are consistent with other studies showing Android’s advantage and this suggests that campaigns targeting by OS should be weighted accordingly.

To find out more about how we can help you reach Brazilians via mobile or any other form of media, please contact us.

The Latam Companies that Are the Strongest with Social Media

Recently Socialbakers published a ranking of the companies that are most “socially devoted.” Basically, the firm evaluated companies according to several key criteria:

  • Did the company create an open line of communication with its followers?
  • Did the company answer its followers’ questions at least 65% of the time?
  • Did the company answer its followers’ questions in a timely fashion?

At a worldwide level, 3 Latin American brands were ranked among the top 10 most socially devoted in the world: Personal Agrentina, Comunidad Movistar Argentina and Claro Guatemala, which ranked #2, #3 and #4, respectively. Personal and Movistar had the same average response time —111 minutes— while Claro answered its followers’ questions even faster, within 69 minutes on average.

When it comes to rankings within industries at a global level, several Latin American firms distinguished themselves. Here’s a look at them.

Airlines: TAM
Alcoholic beverages: Skol
Banks: Banco do Brasil, Santander Brasil
Cars: Volkswagen de México, SEAT México, Renault do Brasil
E-commerce: Blockbuster de México
Electronic products: LG do Brasil
Retail: Liverpool
Telecommunications: Personal Argentina, Comunidad Movistar, Claro

While there was no ranking of business in all of the countries in Latin America in terms of their social devotion, Socialbakers did rank the most socially devoted companies in Brazil and Mexico.

These are the Brazilian companies that interact the best with their social media fans:

These are the Mexican companies that interact the best with their social media fans:

To find out more how we can help you reach Latin American consumers via social media or any other type of media, please contact us.