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January 31, 2013

Mobile Marketing and Social Media in Latin America

By Amanda Ciccatelli, TMCnet Web Editor

In Latin America today, the mobile market is continuously growing. In fact, 92 percent who don’t currently have a smartphone are planning to buy one. More specifically, 38 percent of those would like to buy a smartphone in the next six months, and 25 percent of those are likely to buy one by 2014.

With the booming growth of the Latin American mobile market, a whopping 90 percent of Brazilians have access to social media and 60 percent of Brazilians have become enrolled in a social network in the last three months, according to Caio Vaz, consultant for Mobile Glocal, who spoke during a Latin Communications Conference and Expo this afternoon in Miami. 

Additionally, 41 percent of Latin Americans use social media for research on prices and recommendations before making purchases.

“There is a lot of talk about social media marketing and mobile in Latin America, and companies need to utilize these tactics in their marketing,” explained Reinaldo Acosta, VP of commercial development at Wau Movil.

As long as you choose your target market and create a clear message, companies will undergo a successful mobile marketing campaign. With this, there are four components that together make up a complete mobile marketing campaign, which include:

  • Mobile operators
  • Technology Companies
  • Brand/Agencies/Content Providers
  • Mobile User

The user is always willing to receive something from the advertisers, brands and markets. These days, brands want to share as much information as possible to everyone they can. And mobile users are a perfect target because they’re looking for convenience.

“In the past you’d need to look at a physical product before purchasing it. Now all you need is to see a picture, and you can buy a product from looking at a picture on your mobile phone,” explained Acosta.

When it comes to mobile marketing, Acosta suggests focusing on one channel: SMS text messaging.  “SMS texting is cost effective, everyone understands it and it’s an immediate channel of communication that has proven itself as an effective marketing channel,” he said.

He continued, “Even though everything is changing, today in Latin America, the easiest way to communicate a message on a regional basis would be SMS.”

Want to learn more about the growing communications opportunities in Latin America? Don’t miss LatinComm Conference & Expo, collocated with ITEXPO Miami 2013, happening now in Miami, Florida.   Stay in touch with everything happening at LatinComm.  Follow us on Twitter.

Edited by Braden Becker
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