Advertising in Latin America

Written by Alejandra Arce-Salazar on . Posted in Americas, Central America, Marketing, South America

Advertising in Latin America

Advertising in Latin America

Latin America marks a great opportunity for brand and media buyers that are looking to expand their reach in emerging markets. In Mexico alone, eMarketer estimates that total media advertising investment was $5.2 billion in 2012. However, an understanding of the cultural nuances of each country in Latin America is as important as the financial and operative complexities of the region.

On a very simple level, the understanding of cultural nuances and the way you need to communicate country-by-country is crucial. You can’t take a US campaign, translate it into Spanish, and implement it in Latin America. It’s also necessary to be aware of the differences among the countries. In some countries, the informal “Tú” form of address is used, and in other countries the formal address “Usted” is used.

Are We Open-minded or Disloyal?

Written by Angélica Márquez on . Posted in Americas, Marketing, U.S. Hispanic

Cultural adaptation and acceptance

Cultural adaptation and acceptance

The United States is the country with the largest concentration of immigrants in world according to a study made by the United Nations. A grand total of 45.8 million immigrants currently live in the United States. A big percentage that adds up to 17.4 million are originally from Mexico and Latin America, they are people who have left their home in search of the so called “American Dream” in hope of having more accessibility to a well/reasonable paid jobs, higher education and overall to provide for their families a better life style. There many more reasons why people come to this country, but no matter how long or how little we’ve been here, there’s no doubt we are always proud of where we came from and not just because we now live here and embrace what we’ve got
means that we are betraying our culture and our long lived traditions.

Mainstream Struggle for the Right Way to Reach US Hispanics

Written by Sara Galante on . Posted in Americas, Marketing

U.S. Hispanics want a mix content

U.S. Hispanics want a mix content

As we noted before, both CNN and NBC have attempted by creating separate websites to cater to this population, but attempts have folded. One of the challenges that the media deals with is reaching second and third generation Hispanics who often times veer toward a more blended media mix than a solely Hispanic focus.

“I don’t want to be force-fed all this Latin stuff,” explained 36 year old Alain Amejeira, whose parents came from Cuba. “I’m Alain. I’m not Alain the Cuban guy who needs only Cuban news.”

Hareth Andrade, an immigration advocate and Bolivian resident, states, “I’d be interested in maybe more – not just about Latinos – but about other minority groups.” An integral approach is key.

Latin America is the World’s Fastest-growing Region in Online Audience

Written by Alejandra Arce-Salazar on . Posted in Americas, Marketing

Latin America and its digital growth

Latin America and its digital growth

The number of online users in Latin America continues to grow. In 2013, the figure rose to 147 million. Of course we’re talking about a fact that is connected to population size.

The most relevant data in a recent report show that the average number of hours consumed online per person in Latin America (26.1) and Europe (26.8) are on a par, and that there is only a small difference between the USA and Canada (37.2). The 3 regions are above the global average, which is 23.4 hours per month. 

2014 Outlook: Latin America

Written by Christopher Stanley on . Posted in Americas, Marketing

Latin America 2014

Latin America 2014

Not normally one to read the Letter from the Editor section of magazines that often, the title “This is What 2014 Will Look Like” of an article in Latin Trade magazine, which started with the mention of the 7 presidential elections in 2014, definitely had my attention. The quick hits of the letter fall into pretty distinctive categories of positives and challenges.

Strong Growth:

  • Region expected to grow 3.5%
  • Good year for multilatina corporations, continuing their strong growth over the last five years.
  • Internet population of the region to grow by 21% (USA expected to grow 1%).
  • Sales of electronics to grow by 41%.