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Media trends in Latin America: Mobile, outdoor and digital
Stephen Whiteside, Event Reports, The Festival of Media LatAm, September 2013
This report discusses research by Telefonica, the telecommunications company, into the rise of digital media marketing and growth in outdoor advertising in Latin America.
This report discusses research by Telefonica, the telecommunications company, into the rise of digital media marketing and growth in outdoor advertising in Latin America. Digital media is 'leapfrogging' other regions with innovation likely to be exported. It is anticipated that this, along with adspend across all channels, will rise as a result of Brazil hosting the football World Cup 2014 and the Olympic Games 2016. SMS messaging is a particularly popular ad format, including the use of location based messaging. However, advertising mixes and use of digital media vary by country rather than presenting a regional rule. The main lesson marketers around the world can learn from Latin America is how to maximise small budgets.
How BRICs consumers behave
Euromonitor Strategy Briefings, August 2013
This Strategy Briefing offers top-line analysis of the BRICS group of emerging markets - Brazil, Russia, India, China and South Africa - comparing both their commonalities and differences.
This Strategy Briefing offers top-line analysis of the BRICS group of emerging markets - Brazil, Russia, India, China and South Africa - comparing both their commonalities and differences. It covers consumer expenditure trends, forecasts and opportunities. It also highlights the challenges these regions present to marketers, who have to be prepared to compete with established players and overcome poor transport and retail infrastructure.
Brand loyalty: Time for a rethink
Mignon Buckingham, Admap, June 2013, pp. 44-45
This article looks at how customer loyalty is shifting in the UK, US, Brazil, China and India. Brands need to review how they are delivering value to their audience across channels; equally, they need to have an integrated strategy to deliver a seamless experience regardless of the touchpoint.
This article looks at how customer loyalty is shifting in the UK, US, Brazil, China and India. Brands need to review how they are delivering value to their audience across channels; equally, they need to have an integrated strategy to deliver a seamless experience regardless of the touchpoint. Across all countries, rewards are the most important driver of loyalty and remain a core currency of any loyalty strategy, with customers wanting more instant and flexible rewards. Loyalty does have a commercial impact, with an average of 72% of consumers confirming they would make a future purchase from a brand to which they are loyal. However, on average, 71% of all consumers are still willing to switch to a competitor.
Beauty and the BRICs
Global TGI, Dispatches 13, May 2013
This article looks at how the beauty and personal care industry has been growing in Brazil, Russia, India and China (the BRICs), with these countries becoming global trend setters.
This article looks at how the beauty and personal care industry has been growing in Brazil, Russia, India and China (the BRICs), with these countries becoming global trend setters. Brazil boasts the strongest growth of beauty and personal care in recent years, with hair care over-performing amongst older women and make-up being used more by the younger group. This is driven by the belief held by three quarters of Brazilian women that it is important to be attractive to the opposite sex. Keeping a young look is especially important to Russians and although growth in Russia's market is slower than the other BRICs, fragrance continues to recruit new buyers and make-up and cosmetics are used by almost 9 out of 10 women. India sees relatively low penetration levels indicating future growth potential. Skin whitening products are popular, while make-up and cosmetics have the highest penetration and are equally used by all age groups. Half of Indian women try to keep up with latest fashion trends and agree they are influenced by celebrities in their purchase decisions. In China, skin care is the most important segment of beauty, with skin whitening and anti-wrinkle products seeing the fastest growth. While two thirds of Chinese women believe it is important to keep young looking, only one third claims that being attractive to the opposite sex is important. China also shows a big generation gap between the under and over 35s. Suggestions for growth opportunities are included.
How consumers around the world use connected devices
Geoffrey Precourt, Event Reports, ARF Re:think, March 2013
This article outlines out a range of trends and statistics regarding consumer usage of connected devices around the world, as drawn from the Advertising Research Foundation's Re:think 2013 conference.
This article outlines out a range of trends and statistics regarding consumer usage of connected devices around the world, as drawn from the Advertising Research Foundation's Re:think 2013 conference. Based on contributions from GfK, Nielsen and Time Inc., it shows that tablets and smartphones fulfil largely different roles in the lives of their owners. What unites them, however, is the strong level of personal attachment users feel towards these gadgets.
Brazil leads in BRICs brands
Jerry Clode, Admap, March 2013, pp. 24-26
In terms of leveraging economic success to create international brands, Brazil is streets ahead of its BRICs rivals.
In terms of leveraging economic success to create international brands, Brazil is streets ahead of its BRICs rivals. Compared with India and China, whose brands tend to be 'culturally odourless' and do not advertise signs of their national origins, Brazilian brands positively celebrate their heritage and 'Brazilian-ness'. Using successful examples from sandal brand Havaianas to Brahma beer, this article examines why Brazil has the confidence to create brand narratives that focus and communicate the country's human and natural energies, where China and India do not. It offers advice on how India and China can lose their conservatism to excite global consumers.
MMA LatAm & Hispanic Forum
Jonathan Carson, Nielsen, Mobile Marketing Association, November 2012
In this presentation to the Mobile Marketing Association forum in Latin America, Jonathan Carson from Nielsen offered statistics on mobile device ownership around the world, the uses of smartphones and more detailed usage data from the US.
In this presentation to the Mobile Marketing Association forum in Latin America, Jonathan Carson from Nielsen offered statistics on mobile device ownership around the world, the uses of smartphones and more detailed usage data from the US. Mobile is particularly important for American Hispanics, as demonstrated by data split by ethnic groups. Mobile phone ownership has also grown dramatically in Latin America, with further growth potential and it is possible mobile media will affect the LatAm media landscape beyond what has been achieved by PC-based internet access. Further detail about Latin American usage includes types of websites visited on smartphones, brands most accessed by mobile internet, and smartphone sales by operating system and device.
The coming decade for Latin America: Belleza Del Sur
Giles Powdrill and Christina Hughes, The Futures Company Trends, Future Perspectives, November 2012
This report on Latin America identifies a region poised for a period of sustained growth, driven by demographic, political, technological and Chinese forces.
This report on Latin America identifies a region poised for a period of sustained growth, driven by demographic, political, technological and Chinese forces. Specifically, the continent's young population gives many of its countries a 'demographic dividend'; the prevalence of centre and centre-left governments encourages lower savings rates and increased consumption; a 'technology dividend' is coming from the take-up of mobile, which in turn is increasing economic growth; and a 'China dividend' is seeing demand from China reduce an historical dependence on the United States. To benefit from this growth, global businesses will need to think locally and be culturally aligned if they want to succeed, rather than trying to impose generic business models on their Latin American operating companies.
More social, more mobile: Latin America's digital prospects
Ivan Castano, Event Reports, Festival of Media Latin America, September 2012
The anticipated growth of social media and mobile, and the marketing opportunities they will bring, are discussed in this report from the 2012 Festival of Media Latin America.
The anticipated growth of social media and mobile, and the marketing opportunities they will bring, are discussed in this report from the 2012 Festival of Media Latin America. Facebook, Twitter and smartphone usage are all predicted to 'skyrocket', boosted by the global sporting events the continent is set to host (the FIFA World Cup in 2014 and Olympic Games in 2016) and by the wider social and celebratory nature of Latin American society and culture. To profit from this phenomenon, brands must follow consumers' 'interactive path' and tap into their sensibilities.
Festival of Media Latam 2012: The Latam opportunity – Key drivers of a region on the rise
Ivan Castano, Event Reports, Festival of Media Latin America, September 2012
Discussion of opportunities for brands in the Latin American region, as discussed by presenters at the Festival of Media Latin America 2012 conference.
Discussion of opportunities for brands in the Latin American region, as discussed by presenters at the Festival of Media Latin America 2012 conference. Topics covered by presenters include: the upcoming football World Cup and Olympic Games in Brazil, media trends (including rising smartphone penetration), and regional adspend forecasts. Case studies cited by the report include P&G's 2012 Olympics campaign and Nike's strategy for the region. The report concludes with discussion on what makes the Latin consumer unique, when compared to shoppers from other regions.
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