Letter from Mexico: Everyone is plugged in down Mexico way

Vincent Rousselet
Vincent Rousselet Associates

Any marketing campaign launched in Mexico must have mobile and digital media at its heart, advises Vincent Rousselet.

It's 6pm and the Plaza Grande – or Main Square – in Mérida, the capital of Yucatan, is teeming with people enjoying the cool evening air. A striking feature of the square is the white loveseats, where couples can engage in conversation and light flirting. Even more striking is the fact that most people sitting there are engaged, not with their neighbour, but with their smartphone or tablet. The plaza is enabled with free wifi throughout, making it a popular destination for young Mexicans.

Smartphone and tablet penetration among internet users in Mexico is now higher than in the US or Canada1. There is pent-up demand for increasingly rich and engaging digital communications. Any marketing campaign you launch in Mexico must have mobile and digital media at its heart.