Colombia digital marketing - Research, tips and news for marketers

Digital Intelligence - a special report about Colombia

Access to the internet has shown a marked increase in recent years in Colombia changing the way companies are marketing themselves. Digital marketing in Colombia has exploded and changed the traditional marketing mix. The changes have been fast, and today to reach upmarket and professional audiences the internet has to be a core part of the strategy.

To keep you on top of how digital marketing is changing in Colombia, here are some key developments and trends we've identified.
Colombia

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Top 10 brands in Latin America

Brazilian beer Skol is the most valuable brand in Latin America for the second year running, but there has been a 22% decline in total brand value since 2015, according to new research.

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14/02/2017  |  Full story...  |  More about: brands Brazil Digital Intelligence digital marketing digital trends FMCG Latin America

Global digital trends in 2017: Half the world now owns a smartphone

Internet usage grew slightly faster than it did in 2015, while social media users more than doubled in a year, spurred on by mobile, according to a comprehensive global report from We Are Social.


09/02/2017  |  Full story...  |  More about: Digital Intelligence digital marketing digital trends global mobile marketing

Latin America has fastest-growing ad market in world

Overall ad spending in Latin America will jump more than 10% in 2015, outpacing all other regions, according to new data.

18/09/2015  |  Full story...  |  More about: Argentina Brazil Chile Colombia Digital Intelligence digital marketing Latin America Mexico South America

Apple iAds come to Latin America for first time

Apple is expanding its iAd to Latin America for the first time, via a partnership with Internet Media Services (IMS).

20/01/2015  |  Full story...  |  More about: Apple apps Argentina Brazil Digital Intelligence digital marketing iAds Latin America mobile marketing

AT&T buys DirecTV for $50bn to create TV giant

In the biggest technology deal of the year so far, US telecommunications giant ATT has bought broadcast satellite service provider DirecTV for nearly $50bn (£29bn).

19/05/2014  |  Full story...  |  More about: Argentina ATT Brazil comcast digital companies Digital Intelligence DirectTV Group Latin America media Mexico South America Time Warner USA video

Global mobile broadband penetration: 2014

This chart shows the mobile broadband penetration for each region's population across the globe. North America has the highest percentage of its population using mobile broadband with 72%. Oceania has the second highest percentage with 66%, exceeding Western Europe by 11%. On average, 21% of the worldwide population is using mobile broadband. South Asia proved to have the lowest reach with only 4$ of it's population using mobile broadband.

Global mobile broadband penetration: 2014. This chart shows the mobile broadband penetration for each region's population across the globe. North America has the highest percentage of its population using mobile broadband with 72%. Oceania has the second highest percentage with 66%, exceeding Western Europe by 11%. On average, 21% of the worldwide population is using mobile broadband. South Asia proved to have the lowest reach with only 4$ of it's population using mobile broadband.

13/03/2014  |  Full story...  |  More about: Asia Asia Pacific Australia broadband digital companies digital data Digital Intelligence digital marketing digital trends Europe Global Latin America Middle East and Africa mobile internet North America South America UK USA

Active use of social media platforms by region

This chart shows the active users for the top 10 social networks by region. Respondents were asked the question "Which of the following services have you used/contributed to in the last month?". Facebook proved to be popular across all regions, with 55% of North American users posting or contributing every month. Interestingly Middle East and African respodents posted to professional social network Linkedln more than any other region (18%).

Active use of social media platforms by region. This chart shows the active users for the top 10 social networks by region. Respondents were asked the question

10/03/2014  |  Full story...  |  More about: Asia Asia Pacific Australia digital companies digital data Digital Intelligence digital marketing digital trends Europe Facebook Global Google Plus Instagram Latin America LinkedIn Middle East and Africa MySpace North America Orkut Pinterest social media and social networking South America Tumblr Twitter UK USA YouTube

Digital marketing in Latin America 2013: A snapshot of the internet’s fastest growing region

The Latin America online population grew faster than any other global region in the past year, rising 12% to 147 million visitors, according to new research.

18/06/2013  |  Full story...  |  More about: Argentina Brazil Chile Colombia digital companies Digital Intelligence digital marketing digital trends ecommerce Latin America Mexico mobile marketing Peru Search social media and social networking video

WPP’s Xasis brings audience buying platform to Latin America

Audience buying company Xasis has launched of operations in Latin America, as the WPP-owned firm expands its global operations.

12/06/2013  |  Full story...  |  More about: advertising advertising networks Argentina Brazil Chile Colombia digital companies Digital Intelligence digital marketing Latin America Mexico mobile marketing Peru social media and social networking South America video WPP

Half global population ‘will be web connected by 2017’ (video)

Global IP traffic is set to grow three-fold between 2012 and 2017, with some 3.6 billion internet users in 4 years time, according to research from Cisco.

Watch this video from Cisco, featuring key highlights of the report below:

11/06/2013  |  Full story...  |  More about: Asia Asia Pacific Australia broadband demographics digital companies Digital Intelligence digital marketing digital trends Europe global internet Latin America Middle East and Africa mobile internet North America South America UK USA

Latin America online shopping trends: Clothing and electronics top categories for web shoppers

Clothing and electronics are the most popular categories for online shopers in Latin America, with brand awareness and loyalty key to driving purchases, according to a new study.

03/06/2013  |  Full story...  |  More about: Argentina Brazil Chile Clothing Colombia Digital Intelligence digital marketing digital trends ecommerce food and beverages Latin America Mexico Peru Privacy retail South America

Online video trends in Latin America: Chile leads the way

More than 9 in 10 Chilean web users tuned into online video in August, with YouTube by far the most popular site across the Latin American territories, according to data from comScore.

30/05/2013  |  Full story...  |  More about: Argentina Brazil Chile Colombia digital companies digital marketing digital trends internet use Latin America Mexico Peru South America time spent online video

Top 20 social networks in Latin America

Facebook is by far the most used social network in Latin America, growing by 7,915 million users between 2011 and 2012. Other sites that reported large growth over the period were Ask.fm (12,739 million growth) and Tumblr (5,471 million growth). Once popular social network Orkut lost over 20 million users during the year.

Top 20 social networks in Latin America. Facebook is by far the most used social network in Latin America, growing by 7,915 million users between 2011 and 2012. Other sites that reported large growth over the period were Ask.fm (12,739 million growth) and Tumblr (5,471 million growth). Once popular social network Orkut lost over 20 million users during the year.

29/05/2013  |  Full story...  |  More about: Argentina Ask Ask Network Brazil Colombia digital companies Digital Intelligence digital marketing digital trends Facebook Latin America Mexico Orkut Peru social media and social networking South America Tumblr Twitter

Top 20 social networks in Latin America

Facebook continues to reign as the leading social network in Latin America by a wide margin with 115.5 million visitors in November 2012, but other players in the sector have also begun climbing in the rankings, according to new research.

22/05/2013  |  Full story...  |  More about: Argentina Ask Brazil Chile digital companies Digital Intelligence digital marketing digital trends Facebook Latin America Mexico Peru Pinterest social media and social networking Tumblr Twitter

Digital ad spend in Latin America: Brazil to lead growth

Digital ad spend in Latin America is set to double by 2016, with Brazil leading the way, according to new research.

08/05/2013  |  Full story...  |  More about: adspend Argentina Brazil Chile Colombia Digital Intelligence digital marketing digital trends eMarketer Latin America Mexico Peru South America

Digital Intelligence special report: Latin America digital marketing

Digital Strategy data - Digital Intelligence - Special report: Latin America

Across Latin America, the growth of online marketing continues to be rapid as brands unlock a smarter communications mix.

This briefing gives a snapshot of market growth across Latin America. In digital training programmes we explain how to read the landscape, identify priority digital channels and apply 'tipping point' thinking...

It all starts with understanding the channel mix of your consumers and reading the landscape correctly.

Read the Digital Intelligence Latin America special report

Recent editions of Digital Intelligence

18/07/2012  |  More about: Argentina Brazil Chile Colombia digital data Digital Intelligence digital trends direct marketing Latin America Mexico Peru South America

Digital marketing in Latin America- a snapshot of the world's most 'social' region

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Latin America represents a huge opportunity for digital marketers, with the world’s fastest growing online population, hungry for social, video and mobile content. The region is home to five of the most engaged social networking markets worldwide, with an online audience that is fast embracing video and mobile advertising.

According to research firm comScore, Latin America’s online population grew faster than any other global region in 2011, rising 16 percent to 129.3 million visitors in December 2011.

Google Sites reigned as the most-visited property in December 2011, reaching 123.4 million visitors in the region, while Facebook.com led as the most-engaging web property accounting for 25% of all time spent online in the region.

02/07/2012  |  Full story...  |  More about: adspend Argentina Brazil Colombia digital companies Digital Intelligence digital marketing digital trends Facebook Google Latin America Mexico mobile marketing social media and social networking South America video

Website design in Latin America? Tips from our digital strategists

If you’re working on a global brand, remember that the beautiful site their New York agency has created might be designed for high-bandwidth markets. Always look at the load times to ensure your consumers see your message quickly. Ditch the flash and the heavy images: it’s better to be there, than be pretty but never get loaded!

02/07/2012  |  More about: design Digital Intelligence digital marketing digital trends Latin America usability video

Social marketing in Latin America? Tips from our digital strategists

As more and more people connect to the Internet in Latin America, time spent social networking is exploding (on sites like Facebook and Vostu). It's one of the primary motivations for going online. As they do, marketers have the opportunity to reach and engage an interconnected audience and build brand reputation through the spread of positive word of mouth. But in order to be successful in social marketing you need to listen first, then plan before entering into the conversation. Once you are engaged in a dialogue, manage the responses carefully so you can maximise the benefits of brand advocates and minimise the risk of negative PR.

02/07/2012  |  More about: Digital Intelligence digital marketing digital trends Latin America social media and social networking

Mobile marketing in Latin America? Tips from our digital strategists

While ownership of Internet-connected PCs might still be relatively low across the region - and reserved mainly for the more affluent city-dweller - mobile phone ownership is more wide spread and growing rapidly. The mobile device offers a great way for marketers to bridge the gap between the physical and digital world and you don't have to rely on the latest, most sophisticated smartphones to engage your audience. Why not think about the options that can be offered by shortcodes text back response, SMS, Interactive Voice Response and automated outbound dialling?

02/07/2012  |  More about: demographics Digital Intelligence digital marketing digital trends Latin America mobile marketing

Internet users and local penetration: South America

This chart details internet users across South American nations (and relative percentage of total local populations). Argentina, Colombia, Uruguay and Chile have the highest penetration of online populations, whereas Ecuador, Paraguay and Bolivia have the lowest number of online citizens.

Internet users and local penetration: South America. This chart details internet users across South American nations (and relative percentage of total local populations). Argentina, Colombia, Uruguay and Chile have the highest penetration of online populations, whereas Ecuador, Paraguay and Bolivia have the lowest number of online citizens.

02/07/2012  |  Full story...  |  More about: Brazil Chile Colombia Digital Intelligence digital trends internet use Latin America South America time spent online Uraguay

Colombia online ad spend up 50%

Online ad spend in Colombia grew 49.52% during the fourth quarter of 2011 with a figure of 38.122 million pesos ($21m), according to new data. According to IAB Colombia, the growth compares to an adspend of 25.496 million pesos in 2010 during the same period.

02/07/2012  |  Full story...  |  More about: adspend advertising Colombia Digital Intelligence digital trends internet use Latin America mobile internet social media and social networking South America time spent online

Top search engine destination sites: Latin America

Facebook ranked as the second most popular search destination in Latin America (after Google sites) with 525 million searches and a 2.8% share of total searches for the region. Microsoft sites ranked third with 513 million searches and a 2.8% share.


Top search engine destination sites: Latin America. Facebook ranked as the second most popular search destination in Latin America (after Google sites) with 525 million searches and a 2.8% share of total searches for the region. Microsoft sites ranked third with 513 million searches and a 2.8% share.

02/07/2012  |  Full story...  |  More about: Bing digital companies Digital Intelligence digital marketing digital trends Facebook Google Latin America Search South America

Growth in search query volume, 2010- 2011: Latin America

Between March 2010 and March 2011, Latin America conducted 18.5 billion searches- an increase of 21% from the previous year. Brazil and Colombia showed the strongest growth rates at 25% and 20% respectively.

Growth in search query volume, 2010- 2011: Latin America. Between March 2010 and March 2011, Latin America conducted 18.5 billion searches- an increase of 21% from the previous year. Brazil and Colombia showed the strongest growth rates at 25% and 20% respectively.

02/07/2012  |  Full story...  |  More about: Brazil Colombia Digital Intelligence digital marketing digital trends Latin America Search South America

Case study: ‘The man who gave everything away’- social media stunt gets retailer 54% sales increase

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South American retail chain Homecentre Sodimac used an unconventional marketing method to increase sales by 54% during the ‘Homecentre House Season’ with the campaign ‘The man who gave everything away’. This case study shows how with the campaign Homecentre created a viral effect with a common man giving away everything he owned. The campaign was to create a suspense about an ordinary man who has come up with a peculiar idea of giving away everything he owns and only and the end he reveals the reason – The Homecentre season sale. Thus, subtly emphasising the sale being so good that he wanted to get rid of his possession to be able to shop. This was done by a creation of a facebook page with videos, picture and updates of things being given away and the date when it would be done.

More on this Case study …

Brand: Homecenter Sodimac |Agency: Young & Rubicam |Sector: Retail | Format: Facebook Platform, Marketplace Ads, Facebook Premium Ads, Facebook Pages | Language: Spanish | Location: Colombia, Latin America

YouTube case study | Facebook case study

01/07/2012  |  Full story...  |  More about: Colombia digital companies Digital Intelligence digital marketing ecommerce Facebook Latin America retail social media and social networking South America viral marketing

Colombia digital marketing - Research, tips and news for marketers archives

Social media case study: Copa Airlines uses Facebook page to increase brand engagement and sales - 01/07/2012

Facebook case study: Patio Batel donates books for ‘likes’ to create awareness and engage - 01/07/2012

Global Facebook audience growth over past 5 years- Latin America leads the way - 19/06/2012

Latin America most Socially-Engaged global region- report - 18/06/2012

Young, Mobile and Growing: The State of US Hispanic Consumers - 30/04/2012

Infographic: Twitter and Flickr activity mapped across the world - 19/10/2011

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