“The biggest trend right now in digital – this new marketing communications model – is personalisation. And the way to take advantage of this is to embrace the database marketing, the CRM marketing, of what has to happen right now. And that trend is a very valuable trend in Latin America right now…” – Aaron Reitkopf, President, MullenLowe New York and Chief Executive Officer Americas, MullenLowe Profero

The statistics about digital proliferation within Latin America are remarkable. With over 340 million Internet users in Latin America – a number equivalent to 10% of the global population – Latin Americans spend an average of 28 minutes on every visit to the web. Furthermore, the region ranks 4th in terms of mobile gadget usage worldwide. With an incredible 128 million Latin Americans watching online videos on a regular basis, how can the region both monetise these behaviours and create measureable ways to engage their clients on these digital platforms? With these staggering statistics, the region has the potential of developing a robust economic infrastructure surrounding these digital users in the form of many different opportunities and digital platforms. 

However, some leading individuals like Nathalie Trutmann, Director of Latin America at Hyper Island, a business innovation consultancy focused on how the impact of digital changes societies and consumer behaviours says,

 “I think too much emphasis is placed on platforms and what should really be discussed is how technology changes people’s behaviour…” - Nathalie Trutmann, Director of Latin America, Hyper Island

She suggests that brands work cohesively on platforms where consumers can participate in the creation of content, as opposed to just consuming it. This bi-lateral method of communication will allow “consumers to participate in a communication process that enriches dialogue.”

What do you think? Is digital innovation proving to develop so rapidly its growth is unsustainable? Furthermore, how do you think brands can participate in the rapidly advancing world of digital without becoming lost? 

LATIN TALKS premieres a new episode each Wednesday until December 7th. To get in touch with MullenLowe Group regarding LATIN TALKS, email latintalks@mullenlowegroup.com