Marketing in Latin America: everything you need to know

A huge territory, predisposed to innovation and with a majority of young people: all of this makes Latin America fertile ground for marketers.

The region is full of opportunity, from cutting-edge tech and the advance of social networks, to big brands that are planting flags and expanding their presence throughout the region.

That said, companies should be aware of the particularities of the Latin American environment in order to fully take advantage of it.

As a region of enormous contrasts and cultural nuances represents a tremendous challenge for brands looking to do business in Latin America. 

Considering the region as an homogeneous territory is the worst thing a company seeking to establish itself in Latin America could do. Market segmentation is crucial.

To capture the public’s attention, we have to know who we are dealing with. And for any marketing campaign to be effective in Latin America, it has to focus on the sector in which it seeks to plant its flag.

A basic difference between the countries in the region is language: while the vast majority of communication takes place in Spanish, communication in Brazil must be adapted to Portuguese, the country’s official language.

If we focus our strategy on well-defined niches, we will be able to offer better solutions to our clients. Therefore, it is often effective for content marketing in Latin America to include elements specific to the country or region to be addressed.

For example: when McDonald’s first launched in India, it did not include beef in its menu, out of respect for the local culture. And when it arrived in Italy, the company incorporated wine among its beverage options.

The same principle applies all over the world. Doing business in Latin America means acknowledging the distinct tastes and traditions of each place. Is it even possible to imagine a fast food restaurant in Argentina that does not include beef? Or a brand in Mexico that rejects spicy flavors?

The answer is obvious: adapting to the traditions of your target market is the only way forward.

During the first quarter of 2021, more than one million mobile app downloads were registered in Latin America, with Facebook, WhatsApp and TikTok among the most downloaded.

These figures highlight how important social media advertising is for digital marketing in LATAM.

In recent times, the coronavirus pandemic has accelerated behavioural changes, and modified many people’s habits. The demand for services, entertainment and consumption via applications has skyrocketed at an unprecedented rate. And according to specialists, this model is here to stay.

We are also experiencing a growth in supply: users in Latin America can now compare brands, look for discounts and make informed decisions based on their needs.

Reach more people: the goal of every brand is to attract the attention of potential customers with relevant needs, and cultivate an interest in its products or services. To do so, brands should clearly define their target audience and build a marketing strategy accordingly.

Positioning in the market: as competition increases, advertising will be key to achieving visibility without losing ground.

Customer knowledge and feedback: Social networks and company blogs are useful tools for finding out how customers rate the company, and opening doors to further improve the quality of our service.

Follow-up and profitability: a strong marketing strategy will allow us to keep control of our investment and assess which steps to take according to the objectives set.

Each region and country in Latin America has its own idiosyncrasies. Being able to adapt to specific habits and customs is essential to doing business in South America.

This is why we recommend hiring a local agency that knows how marketing in Latin America works. Doing so will provide you with accurate information on the demands of your target audiences and, above all, allow you to fine-tune your company’s marketing strategy.

A local marketing agency is also a useful ally in the legal field. Each country has its own legal and tax requirements for the operation of companies. Advice from a local agency makes meeting these conditions much easier.