Investments in digital marketing correspond to 60% of the total, a percentage that should increase to 85% in the next five years, according to research
70% of companies in Latin America increased their investments in digital marketing in 2021 and intend to maintain their upward trajectory in the coming years. Numbers that reinforce the relevance that the medium has gained in recent years, especially during the pandemic. The data are in the study “Digital Marketing in Latin America”, developed by NTT DATA and MIT Technology Review.
Today, investments in digital marketing account for 60% of the total, a percentage that should increase to 85% in the next five years, according to respondents, leaders in 60 companies in Argentina, Brazil, Chile, Colombia, Mexico and Peru.
The survey also reflects the growth of digital marketing in the last 3 years, which made the percentage of companies that currently develop communication strategies for the medium jump from 40% to 90%. In addition, 44% stated that they have achieved the objectives (KPIs) in their business areas and 57% that they follow an annual campaign planning, starting from a more general alignment for the personalization of the customer journeys.
Among the most important tools for companies are CRM, 82%, SEO 59%, campaign management tools, 57%, and social listening, 38%. Despite the high regard, the number of organizations that have technological tools such as data visualization, analytics and SEO – in addition to digital assets such as social networks, website or CRM – is still relatively low – only 40%.
The study also identified the favorite social network of the companies, which elected Instagram as the main one, 87%. Following were Facebook, 76%, LinkedIn, 53%, and YouTube, 53%. TikTok, the darling platform of the moment, appears in fifth place with 18%. According to the companies, the ByteDance network is expected to rise throughout 2022 and reach third place.
Reaching the customer, so that he buys the products or services, is a major challenge for marketers. And if something has been learned in recent years, marked more than ever by the needs of companies and consumers, it is mandatory to adapt, be flexible and use the appropriate and up-to-date tools, adds Ricardo Cury, head of Customer & Innovation and leader of Digital Marketing by NTT DATA Brazil.
