Summit Latin America 2024: 'Influencers' and hyper-connected consumers key to digital marketing and advertising in the region

Before noon, the third panel of the Latin America Summit, which takes place in Miami, United States, was held. In this space were the Colombian influencer Maria Alejandra Manotas; the director of knowledge and business development of Kantar Ibope Media, Jimena Urquijo, and Elizabeth Ninomiya, strategy and communications manager of Delta.

At this point in the forum, the theme of the challenges facing marketing directors in Latin America was developed, a way to understand consumer trends and brands, and to understand what the expectations are for 2024.

Beginning with a brief presentation by Jimena Urquijo, the director spoke about the “unilateral” consumer, who is now multi-format and multi-media, with multiple opportunities to connect with the outside world, a new trend that is causing many companies to change their marketing strategy.

Kantar Ibope Media conducted a study called Inside Video 2024 with the aim of understanding video consumption trends. It was a compilation of data on media, the content that can be seen on screen and the importance of social networks in advertising.

In today's marketing context, the consumer is more aware of their privacy, when rejecting or accepting the famous cookies that collect consumer information. “The urgency we have to adapt to a post-cookie world”, said Urquijo.

94% of users on social networks use between one and eight different types of platforms, 88% of those people are connected on a smartphone; even the role of videos in the media is multifaceted and in many cases carries a cultural and social resonance, according to the study published by the expert that focuses on Brazil.

On advertising campaigns and guidelines, a parallel was made on what it was before and what it is now with the issue of budget dedication in each company. Elizabeth Ninomiya, Delta's strategy and communications manager, spoke about social networks and the new method of launching campaigns with a younger strategy that reaches a specific target audience.

“There are many brands that impose a lot,” says María Alejandra Manotas, assuring that language, video editing and photography should be done without imposing certain things when it comes to storytelling by influencers. In this way, you have to “be very clear about which content creator or influencer you are going to use for your campaign”, she said.

Regarding the content published on social networks that sometimes affect the company, Delta's communications director assured that they strive to have good service and have even been awarded; however, “you have to be prepared”, assured the directive of the North American airline.

The woman confirmed that they have a team that is monitoring what is happening and not waiting for the crisis to occur. In this way, a specialized customer service team has been brought forward and the volume and “tone” of the conversation is measured in order to know how to proceed and be able to resolve the situation.