In our renewed weekly column Quick Hits LatAm, Portada presents the media, advertising and marketing highlights of the week in Latin America. We will cover what’s trending, what people are saying, and our own comments on these trends. In short, a gateway in English to the Spanish-speaking world…
» Brazil: Mobile telephony on the rise
Brazil is one of the largest markets in Latin America for mobile telephony. According to TyN, in July of this year the number of mobile users in that country reached 220 million, which is equivalent to a market penetration of 113% per 100 inhabitants. The three major telcos operating in and leading the market in Brazil are Telefónica’s Vivo, with a 29.53% market share; Telecom Italia’s TIM, placing second with 25.78% market share; and America Movil's Claro, displaced to third place with 25.51% of the country’s mobile operations.
» Mexico: Elections and the role of social networks
Mexican government officials announced the first Digital Activism and Interactive Marketing Policy Summit, to be held this September. In this context, Radio Formula puts forward the debate generated by government regulation of digital communications. Lawmakers noted that it will be essential to analyze the importance of social networks in today's society and its influence on the upcoming Mexican elections, slated for July 2012. Fernando Gurrola, Vice-President of Advertising and Marketing for AMIPCI, noted that "by election time in mid-2012, there will be 45 million people using the Internet" and "65% of those Internet users will be adults."
» Mexico: Innovative Marketing Strategies
El Tiempo interviewed Alberto Achar, head of marketing for Librerías Gandhi. In that interview, Achar recounts the strategy used by the bookstore chain to reach the greatest number of customers. He stresses the importance of social networks and brand image, and also addresses how to work with market research.
» Online videos: The new crown jewel of digital marketing?
Will online video become the most effective tool for digital marketing? The importance and use of online audiovisual content in executing communications is growing every month in Latin America, together with improved access to broadband. La Nación reports that according to networking company Cisco, by 2015 online video traffic will comprise 90% of all digital communications. It is obvious that these figures cannot be overlooked in the world of digital marketing.