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mitos

4 Online Marketing Myths that You May Believe

With the constant pressure to stay current with the trends in online marketing, it’s easy for study results to be misunderstood or for baseless data to be quoted and spread around. We took a look at number of incorrect or inaccurate perceptions about online marketing to help clarify them.

 


#1
What you may think: Among teenagers, Facebook is dead and buried
The reality: Facebook use is down among teens, but it’s still the #1 social network

According to global survey of 170,000 people done by GlobalWebIndex, 56% of teens aged 16 to 19 reported using Facebook in the third quarter of 2013, compared to 76% usage in the first quarter of 2013.
This is a significant drop. Also worth noting is that some of the biggest declines in Facebook use by teens have happened in Mexico (down by 35%) and Brazil (down by 20%).
However, “down” doesn’t mean “dead and buried.” GlobalWebIndex’s study noted that with 56% usage, Facebook is still the most popular social platform among teens around the world. And the second-most popular social platform among teens around the world? That would be Facebook’s mobile app, with 43% usage.

At #3 is YouTube’s mobile app, with 39% usage, and YouTube site is #4 with 35% usage. Twitter is #5 at 30% usage. Despite plenty of recent press coverage, both Snapchat (19%) and Instagram (10%) show relatively low levels of usage.

As such, teen use is down but there isn’t yet a rival ready to displace Facebook among teens. The numbers do suggest a certain amount of fragmentation, but it’s not particularly large.

 


#2

What you may think
: Your brand’s tweets reach plenty of people
The reality: Several studies show that most tweets are ignored

In 2009, a social media analytics company called Sysomos scanned 1.2 billion tweets sent over the course of 2 months and found that 71% got no response. Of the 29% that did get a response, only 6% were retweeted.

A 2010 Pew survey showed that 21% of Twitter users never check for tweets posted by others, compared to 24% who check every day. However, 7% check for tweets every few weeks and 20% check for new tweets with even less frequency that every few weeks. So nearly half (48%) either never check or check with very low frequency.

A 2011 study from the Georgia Institute of Technology, Carnegie Mellon University and MIT found that Twitter users say that only 36% of tweets are worth reading. The three colleges asked 1,500 Twitter users to rate more than 43,000 tweets from the 21,000 people they followed. About 25% were rated as not worth looking at and the rest (39%) were described as “so-so,” which meant that it didn’t matter if they were read or not. This is a total of 64% of tweets that are not worth looking at or so-so. Applying this to the 500 million tweets sent every day, around 320 million are not worth reading or just so-so.  Assuming that the 39% that are so-so may get read, this still means that 125 million tweets sent every day are not worth reading, according to Twitter users.

In another study of Twitter users done by AYTM in 2011, 31% of new Twitter users rarely log on to read tweets from the people they follow. And of these new users, more than 4 in 10 (42%) rarely tweet.

 


#3

What you may think: Mobile Ads Perform Worse than Online Ads
The reality: Mobile Ads Do Much Better

A 2012 Mediamind  study compared mobile ad performance against standard banners around the world, including in Latin America. The average CTR for an online banner in Latin America was .14% while the average CTR for a mobile banner in Latin America was .48%.

 


#4

What you may think: Posting the same content repeatedly on social media is a bad idea
The reality: Any link you share on social media will be irrelevant after 3 hours

Bitly, a url-shortening service that also provides analytics services, reviewed clicks on story links posted on Twitter and Facebook. The average shelf life of a link was about 3 hours on either of these sites.  In other words, a posted link gets the vast majority of the clicks it will get during the first 3 hours after it’s first posted. After that, it’s buried under a wave of new posts. This suggests posting a link to content just one time is not the best strategy. On the other hand, posting the same link 50 times in one day is also not advisable. The idea would be to post the same story link multiple times but spaced out, maybe once or twice a day over the course of a week or longer.

You also have to factor in the medium you’re using. With Twitter, there’s a flood of tweets from you and everyone else who your followers are following. As such, posting a link to your great content just once may not be enough. So maybe tweeting the same content a couple of times a day or more for a week or longer could work. With Facebook, there’s a similar stream of updates but it’s not as high in volume as Twitter, so 3 posts of the same content in a day will stand out and look strange or like spam. In this case, posts of the same material would need to be spaced out. The same would apply to LinkedIn if you’re posting on your company page. The point is that repetition isn’t necessarily a bad thing on social media, it just needs to be carefully spaced out to reach different users at different times.

To find out more about how we can help you reach consumers in Latin America through a strategic media campaign through online or offline outlets, please contact us.

Blog-image

Blogging Rules Social Media in Brazil and Latin America

In previous posts we’ve focused on trends in social media across Latin America and in specific countries like Argentina, Mexico and Colombia, among others.

In reviewing which social sites are the most popular as per comScore rankings, we noticed that blogging sites have gained significant ground. In Argentina, Brazil, Colombia and Mexico—the top 4 Internet markets in Latin America—three blogging platforms are among the top 10 most popular social media sites in each country. These platforms are Blogger (the #2 social media site in all 4 countries in September 2013), Tumblr (#7 in Argentina, #8 in Brazil, Colombia and Mexico) and WordPress (#6 in Argentina, #3 in Brazil, #4 in Colombia and Mexico).

In total, these 3 sites had 118 million unique visitors in September 2013 from these 4 countries. In comparison, comScore’s figures indicate that Facebook had 114 million visitors from these 4 countries in that month.

Leveraging the Love
The problem is how to leverage these numbers. Tumblr doesn’t sell ads and WordPress doesn’t seem to have an ad platform to allow advertisers to target blogs automatically by region, country or topic, for example. Blogger is owned by Google but running targeted ads by country on its blogs appears to be tricky.

So is this love of blogs among Latin Americans useless for marketers and advertisers? Not necessarily. Content or inbound marketing has grown in popularity in the United States as a way for brands to promote themselves in a subtle way, engaging their customer base. In this context, content can mean helpful posts on a subject, an e-book, whitepapers, photos, videos, games, etc., basically anything people go online to consume. However, according to research from Burson-Marstellar, brands in Latin America are using sites like Facebook and Twitter but only 12% are using blogs.

Expanding to Tumblr, for example, could allow a brand to post photos and videos. These are shared by users or re-blogged and can quickly increase brand awareness or drive traffic to a landing page for a specific campaign. Here’s an example of a very subtle form of content marketing in which Chipotle, a Mexican restaurant chain, associates its brand with sustainable farming.

While the ad has been controversial among marketing and advertising professionals, that very fact is a strong sign of its effectiveness. Tumblr lends itself well to simple posts like photos or videos, but with Blogger and WordPress, a brand may find it more effective to create a more conventional type of blog.

The value in content marketing comes from the constant engagement. While most paid media spot will usually have impact for the life of the campaign, an e-book on Slideshare, an entertaining video, a steady stream of informative blog posts, games, apps and other forms of content can have longer-lasting impact as people share them or discover them while searching.

More importantly, the social media usage habits of Latin Americans suggest that content could go a long away in strengthening brand position and be a valuable complement to ad campaigns.

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

money-bags

Mexico Beats Brazil in the Top 50 Most Valuable Latam Brands Ranking

A few months back we wrote about the ranking of the 50 most valuable brands in Latin America. However, that ranking was for 2012 and in late September 2013 Millward Brown published a new ranking. Now Corona is Latam’s most valuable brand and Mexico is in first place. This is because its brands represent 32% of the total worth of the top 50 brands in the region. Brazil was #1 in this regard in 2012, with 34%, but now in 2013 its share of the total top brand value dropped to 28%.

Among the factors that contributed to the drop with Brazil was the devaluation of Petrobras in the capital markets and the fact that brands like Bradesco and Itaú dropped in value after their financial results showed less growth than projected.

Growing Categories
The brands that produce fast-moving consumer goods like beer, cosmetics and food had the largest growth in value: 73%. Beer brands had the strongest growth, with 96%. In fact, due to their beer brands, both Colombia (with Águila) and Perú (with Cristal) ended up in the top 50 for the first time.

Here are the 10 most valuable brands in Latin America in 2013.

Click the image to enlarge.

Added Value
Besides Mexico edging aside Brazil in the ranking, this year’s list is also notable because Peruvian brands made it for the first time, reflecting the country’s recent healthy economic growth. Here is a breakdown of the percentages of the total value of the top 50 brands that each country accounts for.

Click the image to enlarge.

 

Top Brands by Country

ARGENTINA

  1. YPF
  2. Quilmes
  3. Personal
  4. Telecom
  5. Galicia

BRAZIL

  1. Skol
  2. Petrobras
  3. Bradesco
  4. Itau
  5. Brahma

CHILE

  1. Falabella
  2. Banco de Chile
  3. Sodimac
  4. Lan
  5. Copec

COLOMBIA

  1. Ecopetrol
  2. Águila
  3. Bancolombia
  4. Poker
  5. Banco de Bogotá

MEXICO

  1. Corona
  2. Telcel
  3. Televisa
  4. Bodega Aurrera
  5. Bimbo

PERU

  1. BCP
  2. Cristal
  3. Interbank
  4. Pilsen Callao
  5. Inca Kola

To download the whole report, please click here.

To find out more about how we can help you reach Latin American consumers via a strategic campaign in any form of media, please contact us.

Coca_dig uitn_HR Opening - Ouverture

The Most Chosen Consumer Brands in Latin America

Recently Kantar Worldpanel published its Brand Footprint report. This ranking of fast moving consumer goods is based on research with consumers in 400,000 households in 32 countries, including many in Latin America.
The report uses a new metric called Consumer Reach Points (CRP) to establish rankings. These CRP calculates both the amount of households these products reach and how frequently they are purchased by consumers. It’s not strictly a measure of sales volume. Instead, it’s focused on quantifying purchase decisions and the brands that most consumers opt for. To offer professionals in marketing, advertising and media insights into the brands that Kantar’s research shows as the top choices among consumers in Latin America, we have included a listing for the whole region and for specific markets.

TOP 10 MOST CHOSEN BRANDS IN LATIN AMERICA

  1. Coca-Cola
  2. Colgate
  3. Bimbo
  4. Knorr
  5. Tang
  6. Maggi
  7. Nescafé
  8. Pepsi
  9. Palmolive
  10. Omo

 

TOP 10 MOST CHOSEN BRANDS IN ARGENTINA

  1. La Serenísima
  2. Arcor
  3. Coca-Cola
  4. Knorr
  5. Yogurísimo
  6. Tang
  7. Sancor
  8. Quilmes
  9. Ser
  10. Ayudin


TOP 10 MOST CHOSEN BRANDS IN BRAZIL

  1. Coca-Cola
  2. Ype
  3. Colgate
  4. Omo
  5. Tang
  6. Antarctica
  7. Qualy
  8. Maggi
  9. Soya
  10. Nescau

 

TOP 10 MOST CHOSEN BRANDS IN CENTRAL AMERICA

  1. Coca-Cola
  2. Maggi
  3. Colgate
  4. Natura
  5. Pepsi
  6. Tang
  7. Palmolive
  8. Malher
  9. Suavitel
  10. Protex

 

TOP 10 MOST CHOSEN BRANDS IN CHILE

  1. Coca-Cola
  2. Soprole
  3. Colún
  4. Maggi
  5. Nestlé
  6. Carozzi
  7. Nescafé
  8. Nova
  9. Watt’s
  10. Lucchetti

 

TOP 10 MOST CHOSEN BRANDS IN COLOMBIA

  1. Colanta
  2. Alqueria
  3. Coca-Cola
  4. Arroz Diana
  5. Colgate
  6. Alpina
  7. Roa
  8. Familia
  9. Parmalat
  10. Postobon

 

TOP 10 MOST CHOSEN BRANDS IN ECUADOR

  1. Vita Leche
  2. Coca-Cola
  3. Maggi
  4. Indulac
  5. Deja
  6. Ranchero
  7. La Favorita
  8. Toni
  9. Colgate
  10. Familia

 

TOP 10 MOST CHOSEN BRANDS IN MEXICO

  1. Coca-Cola
  2. Lala
  3. Bimbo
  4. Nutrileche
  5. Nescafé
  6. La Moderna
  7. Alpura
  8. Liconsa
  9. Knorr
  10. Tang

 

TOP 10 MOST CHOSEN BRANDS IN PERU

  1. Gloria
  2. Ajinomoto
  3. Elite
  4. Maggi
  5. Sibarita
  6. Pura Vida
  7. Inca Kola
  8. Suave
  9. Don Vittorio
  10. Doña Gusta

 

TOP 10 MOST CHOSEN BRANDS IN VENEZUELA

  1. Coca-Cola
  2. Pan
  3. Maggi
  4. Las Llaves
  5. Pepsi
  6. Colgate
  7. Mavesa
  8. Mary
  9. Fama de América
  10. Vatel

 

To find out how we can help you reach Latin American consumers with a precisely targeted campaign in any form of media, please contact us.

why online ads deliver

Why Online Ads Deliver Massive E-commerce Sales in Brazil

A recent study from Hi-Midia and M.Sense shows the importance of having strong digital advertising campaigns in Brazil—especially when it comes to reaching online shoppers in the country. According to the study results, 77% of the Brazilian e-shoppers surveyed said that they get information about products on search sites, social networks, blogs or corporate web sites. Nearly half of these online shoppers (47%) say that online ads are very influential in their purchase decisions, while only 38% say that TV ads are very influential in their purchase decisions.

What They Buy
For most (76%) of the online shoppers in the Hi-Midia/M.Sense study, the most popular products to buy online were appliances and computer products. Other popular products for the Internet shoppers included in the survey were books and clothes. These results are very consistent with those reported by other surveys of Brazilian online shoppers.

Why These Results Matter
Brazil was responsible for 59% of the e-commerce sales in Latin America in 2011. In 2012, e-bit, a consulting firm that tracks e-commerce sales in Brazil, projected that online sales in the country would reach R$ 22 billion (US$11 billion). In addition, the company predicts that e-commerce sales in Brazil will increase by more than 25% in 2013 to reach R$ 28 billion (US$14 billion). In 2008, e-commerce sales in Brazil totaled US$3.5 billion—so in 5 years, e-commerce sales have gone up by 300% in Brazil. And just recently, during Christmas 2012, e-commerce sales reached more than R$ 3 billion (US$1.5 billion), with 96% of Brazilian online shoppers researching products online before buying.

Given the volume of online sales in Brazil and the direct relationship between the medium that serves to both advertise products and then close the sale, it seems obvious that advertisers need to increase their online investment. This is especially true for firms whose products are highly popular among Brazil’s online consumers: fashion brands, computer companies (especially those that make tablets or notebooks), appliances and electronic manufacturers, as well as book publishers.

To explore how we can help you reach Brazil’s growing ad market, please contact us.

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Online videos latam

4 Reasons to Look at Online Videos in Latam When Planning for 2013

A new study from comScore called Tuning In: The Rise of Online Video en Latin America underscores the surge in popularity of online videos in Latin America—and their impact on advertising. Below we break out the study’s most important points to highlight the 4 reasons you should take advantage of this ad platform in 2013.

#1 A Growing Audience
In December 2011, Brazilian Internet users watched 4.7 billion online videos, 74% more than in December 2010. Mexican Internet users increased their online video consumption by 80% between December 2010 and December 2011 to reach 3 billion videos viewed. Argentine internautas are also avid online video watchers: they reached a total of 1.5 billion videos watched in December 2011, a 75% increase compared to December 2010. However, Chileans grew the most in this category: they upped their online video consumption by 91% between December 2010 and December 2011 to reach 1 billion videos watched.
Essentially, there’s been an enormous upswing in online video watching in the biggest 4 Internet markets in Latin America.

#2 Broad Reach
According to comScore, online videos have 85% reach with Internet users in the U.S. and 84% reach among Internet users worldwide.
In contrast, online videos reach 96% of Argentine Internet users, 92% of Chilean Internet users, 81% of Brazilian Internet users and 82% of Mexican Internet users.
Doing the math reveals:

  • Argentina has 28 million Internet users* and 96% of that total is 26.8 million
  • Brazil has 85 million Internet users** and 81% of that total is 68.8 million
  • Mexico has 40.6 million Internet users*** and 82% of that total is 33.2 million
  • Chile has 10 million Internet users* and 92% of that total is 9.2 million

Sources: *Internet World Stats, **comScore, ***AMIPCI

Adding up these totals means that you can reach 138 million people with online video in just these 4 markets—without counting the millions of Internet users in the rest of Latin America.

#3 Room to Grow
In these 4 countries, each viewer spends an average of 11 to 13 hours a month watching online videos, while in the United States, a more mature market, viewers spend 22 hours per month watching online videos. This means that there is good potential for online videos to take up more and more online time of Latin American Internet users. The same applies when you look at the amount of videos watched per user: between 120 and 168 per month in these 4 countries, compared to 245 online videos per month in the U.S.

#4 Market Evolution
First, numbers from IBOPE show that free TV has a penetration of over 90% in Argentina, Brazil, Chile and Mexico. Numbers from LAMAC show that pay TV is growing its reach in these countries: 74% penetration in Argentina, 61% in Chile and 40% in both Brazil and Mexico.

Beyond the reach of TV, a comScore study shows that 71% of online video viewers do this because they missed an episode of a TV show and 57% watch online videos for convenience. Only 38% watch online videos to avoid commercials. In addition, online video watchers indicate in surveys that they are open to seeing at least 6.5 minutes more per hour of ads.

Finally, according to comScore, advertisers fail to reach at least 30% of the audience via just television. On the other hand, according to comScore’s projections, the effective reach of the target audience can go up by 16% when advertising on TV is combined with online video ads. This could be why more American advertisers are investing more in online videos: they spent $1.8 billion in 2011 on online video ads, a 40% increase compared to 2010.

Without a doubt, we’ve been able to help various firms take advantage of the reach of online video in Latin America through our Jumba Video Network.

To explore how we can help you reach Latin America via online video or another medium, please contact us.

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Latam shoppers 1

What Latin American Shoppers Want

We recently covered what Latin Americans buy the most. However, it’s also helpful to understand the factors that influence the purchase decisions of Latin American shoppers and what they look for from both products and companies. Analyzing the following trends may help marketing, advertising and media professionals create even stronger campaigns.

Preference #1: Socially Responsible Companies
The facts: In a recent Nielsen survey, 77% of Latin Americans said that they prefer to buy products from socially responsible companies—and 49% would pay more for those products. The socially responsible qualities that the respondents seem to value the most in companies are environmentally sustainable practices, supporting small businesses, eradicating poverty and creating well-paying jobs. Nielsen’s survey also showed that 76% of the respondents look at the opinions and information that other people post online to find out about socially responsible companies.
The opportunity for advertisers: Creating online video diaries about a firm’s socially responsible programs in Latin America and promoting them through a crossmedia campaign that integrates social media, TV, print and online video sites. 

Preference #2: Being True to Themselves
The facts: The Global Monitor Study, released in 2010, focused on consumer attitudes in 20 countries, including several from Latin America. When asked what will help them succeed in today’s world, 95% of Latin Americans chose “being true to who you are” over “being the person others think you are.” The same survey also showed strong agreement with the statement “I am constant striving to improve myself and my abilities in as many ways as possible.”
The opportunity for advertisers: Focusing ad campaigns on the idea of being true to yourself and working in elements of self-improvement, perhaps by using social media. For example, a campaign that references being genuine and relates that to the brand could also work in a component—promoted via social media—that includes a contest with a prize of free courses in IT or another discipline that could help Latin Americans advance in their careers. This could speak to both preferences expressed by Latin American consumers while taking advantage of the deep reach of social media in the region. While it didn’t take strict advantage of this preference, a recent Coca-Cola campaign offers ideas for emphasizing individual aspirations among consumers in a compelling way:

http://youtu.be/b1rM8hSQgPQ

Preference #3: Cultural Traditions
The facts: The same Global Monitor study also indicated that a strong majority of Latin Americans are concerned about aspects of their cultures and tradition being lost as the world converges into a single global culture.
The opportunity for advertisers: With specific Latin American markets, advertisers can work in the concept of traditions into their messaging and extend this into social media via contests or sponsored events.
In 2011 Televisa, one of Mexico’s main television networks, launched a campaign called Tradiciones Televisa in honor of the country’s Bicentennial. The campaign focused on traditional festivities and attractions throughout the country, subtly associating the network with Mexico’s time-honored traditions.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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The Top 3 Sites for Latin America’s Internet Users

Broadcasted in March 2012, ComScore’s recent webinar—Futuro Digital Latinoamerica—offered a number of fresh insights into Latin America’s Internet audience. One relevant point for online marketers and advertisers is where Latin American Internet traffic flows the most.

ComScore’s results indicate that three types of sites draw the most Latin American Internet users.

#1 Google Sites
According to comScore, Google sites (which should include YouTube) drew the most Latin American Internet users in December 2011. Despite the heavy draw of Google, Latam’s internautas actually spent spent the most time on Facebook: 46,165 minutes. This is in line with the rapid rise of Facebook in Latin America and the region’s heavy engagement with social media.

#2 News Sites
News sites have 86.3% reach in Latam, nearly 10% more than the global average of 76.1%. Between December 2010 and December 2011, the news category grew by 32% in users. Among the Latin American countries where news sites have the biggest reach:

  • Brazil (97.6%)
  • Peru (95.9%)
  • Argentina (94.8%)
  • Chile (94.3%
  • Mexico (84.8%)

Argentina is #1 in online news consumption in Latin America, with an average of 99 minutes per visitor, well above the world average of 64 minutes. While Grupo Clarín and Grupo La Nacion are #1 and #2 in the news category in Argentina, Grupo Infobae seems to have the highest engagement—each visitor spent 75 minutes on the site in December 2011.

#3 Entertainment Sites
In Latin America, entertainment Web sites have a long reach of 96.7%, which is significantly higher than the global reach of entertainment sites: 88.6%. The countries where entertainment sites have the most reach include Argentina (97.6%), Brazil (97.5%) and Peru (96.9%). However, other countries aren’t very far behind: entertainment sites have 96.3% reach in both Chile and Mexico, and 94.5% in Colombia. Entertainment sites may be a particularly good way to reach Internet users in Peru, Colombia and Chile: they each spend an average of 4+ hours a month on these sites.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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US Media Consulting Grows Staff by 20%

It’s been a busy 2012 for us on many fronts, but hiring has perhaps been the busiest. New developments in our business and rapid expansion have led to us growing our staff by more than 20% in the first quarter of 2012.

We needed these new team members to handle a variety of duties for us. Some will focus on our general business development as one of the leading independent media services providers for companies looking to reach Brazil, Latin America and U.S. Hispanics. Others will help us develop new products and services for the digital media marketplace. Still others will help grow us in well-developed sectors of our business, such as online and offline ad sales. Here’s a look at some of these new team members.

Salvador Calogero. Based in our Buenos Aires office, Salvador will work with Pablo Veliz, our VP of technology, to develop new products and platforms for Latin America’s digital marketplace.

Lesley Canal. Lesley’s strong sales track record in both offline (Miami Herald) and online media (Centro and Living Social) make her a strong addition to our digital sales team.

Raúl Galofre. Raúl will leverage more than a decade’s worth of digital media and business development experience to create new ventures and partnerships for us.

Verónica Lizama. Verónica, formerly Director of Advertising for América Economía, is the new Ad Sales Director for our Offline Media Division and will oversee sales operations in print, broadcast and out-of-home media.

David Petitone. David’s background in sales for the Miami Herald and other media firms will serve him well as Media Relations Specialist. He’ll focus on nurturing existing media relationships and forging new ones.

Juan Carlos Ruiz. His strong background in digital sales and strategy will serve him well in his new position as Digital Ad Sales Manager for the Andean Region, which includes Colombia, Peru, Ecuador and Venezuela.

We’re proud to welcome all of these new team members and are confident that their contributions will help us grow even more.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us at info@usmediaconsulting.com.

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