{"id":2876,"date":"2022-03-08T21:21:37","date_gmt":"2022-03-08T21:21:37","guid":{"rendered":"https:\/\/www.bizonlinemarketing.com\/?p=2876"},"modified":"2022-03-08T21:33:12","modified_gmt":"2022-03-08T21:33:12","slug":"pandemia-marketing-online","status":"publish","type":"post","link":"https:\/\/www.bizonlinemarketing.com\/es\/online-marketing-branding-news\/pandemia-marketing-online\/","title":{"rendered":"Aprendizajes que la Pandemia COVID-19 nos dej\u00f3 sobre la Importancia del Marketing Online en Am\u00e9rica Latina"},"content":{"rendered":"\n<p>La llegada de la pandemia de COVID-19 caus\u00f3 angustia en el comercio y las industrias de la salud en todo el mundo. Am\u00e9rica Latina no fue la excepci\u00f3n a esta tendencia, cabe recordar el hecho de que esta regi\u00f3n se encuentra sistem\u00e1ticamente entre las que la pandemia y las posteriores medidas puestas en marcha para aplanar la curva de infecci\u00f3n, han causado los mayores da\u00f1os y trastornos tanto en las econom\u00edas nacionales como en la sociedad.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/03e628e1-articles-stock-pictures-1024x576-1.png\" alt=\"Una imagen de un banco de im\u00e1genes que muestra a personas trabajando en la \u00e9poca de la pandemia para un art\u00edculo sobre la importancia del marketing digital en tiempos de pandemia.\" class=\"wp-image-2877\" width=\"700\" srcset=\"https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/03e628e1-articles-stock-pictures-1024x576-1.png 1024w, https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/03e628e1-articles-stock-pictures-1024x576-1-300x169.png 300w, https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/03e628e1-articles-stock-pictures-1024x576-1-768x432.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Algunas empresas encontraron nuevas oportunidades durante la pandemia.<\/figcaption><\/figure><\/div>\n\n\n\n<p>Este da\u00f1o fue visible principalmente en los niveles de pobreza y desempleo de la regi\u00f3n, que poco despu\u00e9s de la llegada de la pandemia se <a href=\"https:\/\/data.worldbank.org\/indicator\/SL.UEM.TOTL.ZS?locations=ZJ\" target=\"_blank\" rel=\"noreferrer noopener\">dispararon<\/a>. A estos aumentos se uni\u00f3 la p\u00e9rdida de una d\u00e9cada de crecimiento econ\u00f3mico relativamente estable que se hab\u00eda producido tras las fuertes subidas de los precios de exportaci\u00f3n de las materias primas conocida como el \u00abboom de las materias primas\u00bb.<\/p>\n\n\n\n<p>En consecuencia, muchos investigadores y organizaciones han sugerido que la regi\u00f3n podr\u00eda entrar en una nueva \u00abd\u00e9cada perdida\u00bb. Han llegado a esta conclusi\u00f3n comparando la crisis actual y sus implicaciones con la recesi\u00f3n econ\u00f3mica que afect\u00f3 a la regi\u00f3n durante la d\u00e9cada de 1980.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Negocios en l\u00ednea: una nueva oportunidad<\/h2>\n\n\n\n<p>Aunque a primera vista podr\u00eda parecer que la pandemia y sus m\u00faltiples efectos secundarios han tenido un efecto perjudicial generalizado en la econom\u00eda de la regi\u00f3n y en la realizaci\u00f3n de negocios, no es as\u00ed.<\/p>\n\n\n\n<p>Durante la pandemia, ha habido un grupo de empresas y empresarios que, a pesar de las circunstancias, han podido seguir funcionando y, por tanto, han minimizado los da\u00f1os. Se trata de las empresas y los empresarios que pudieron sortear los cambios, especialmente vendiendo en l\u00ednea, y que fueron capaces de publicitar digitalmente sus productos y servicios.<\/p>\n\n\n\n<p>Esta exitosa continuidad de las operaciones estuvo vinculada en gran medida a la comercializaci\u00f3n en l\u00ednea de estas empresas, que les proporcion\u00f3 una plataforma de venta alternativa al conectar los productos y servicios con sus potenciales compradores y usuarios.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tendencias recientes en Am\u00e9rica Latina<\/h2>\n\n\n\n<p>Si bien la pandemia del COVID supuso un gran incentivo para que las empresas empezaran a centrarse m\u00e1s en el marketing online en Am\u00e9rica Latina, no es la \u00fanica raz\u00f3n por la que se debe prestar m\u00e1s atenci\u00f3n a la regi\u00f3n.<\/p>\n\n\n\n<p>Un informe de 2020 publicado por <a href=\"https:\/\/www.gsma.com\/mobileeconomy\/wp-content\/uploads\/2020\/12\/GSMA_MobileEconomy2020_LATAM_Eng.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">GMSA<\/a>, una organizaci\u00f3n conjunta de operadores de telefon\u00eda m\u00f3vil, destac\u00f3 varios datos interesantes:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Am\u00e9rica Latina es una de las regiones en las que el mercado de la telefon\u00eda m\u00f3vil est\u00e1 creciendo m\u00e1s r\u00e1pidamente, lo que har\u00e1 que alrededor del 80% de los latinoamericanos posean un tel\u00e9fono inteligente en 2025<\/li><li>Este crecimiento har\u00e1 que la conectividad m\u00f3vil y el uso de datos m\u00f3viles en toda la regi\u00f3n se quintuplique con respecto a 2020, impulsado principalmente por Brasil, M\u00e9xico y Colombia<\/li><li>Adem\u00e1s, se espera que para 2023, el 60% de los latinoamericanos est\u00e9n suscritos al servicio de Internet m\u00f3vil, lo que tambi\u00e9n contribuir\u00e1 a aumentar las tasas de adaptaci\u00f3n y penetraci\u00f3n<\/li><\/ul>\n\n\n\n<p>Asimismo, estos recientes aumentos han provocado tendencias muy prometedoras en los \u00e1mbitos de las redes sociales y las aplicaciones.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Qu\u00e9 pasa con el mercado de las aplicaciones<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/b108a603-articles-stock-pictures-1-1024x576-1.png\" alt=\"Una imagen de un banco de im\u00e1genes que muestra un smartphone con aplicaciones para un art\u00edculo sobre la importancia del marketing digital en tiempos de pandemia.\" class=\"wp-image-2879\" width=\"700\" srcset=\"https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/b108a603-articles-stock-pictures-1-1024x576-1.png 1024w, https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/b108a603-articles-stock-pictures-1-1024x576-1-300x169.png 300w, https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/b108a603-articles-stock-pictures-1-1024x576-1-768x432.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>En pa\u00edses como Brasil y M\u00e9xico, el mercado de las aplicaciones est\u00e1 creciendo<\/figcaption><\/figure><\/div>\n\n\n\n<p>Durante el primer trimestre de 2021 se han producido m\u00e1s de 1,3 millones de descargas de aplicaciones tanto en GooglePlay como en iOS, seg\u00fan <a href=\"https:\/\/www.data.ai\/en\/insights\/market-data\/latam-state-of-app-marketing-2021\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AppsFlyer<\/a>. En particular, Brasil y M\u00e9xico superan el mercado de descargas, demostrando un crecimiento incre\u00edblemente fuerte a\u00f1o tras a\u00f1o y proporcionando una abundancia de oportunidades para la publicidad in-app.<\/p>\n\n\n\n<p>Adem\u00e1s, esta oportunidad de marketing tambi\u00e9n est\u00e1 muy presente en el \u00e1mbito de las aplicaciones de juegos. Seg\u00fan el mismo informe de <a href=\"https:\/\/www.data.ai\/en\/insights\/market-data\/latam-state-of-app-marketing-2021\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AppsFlyer<\/a>, durante el primer trimestre de 2021 se descargaron 612 millones de aplicaciones de juegos en toda la regi\u00f3n, lo que pone de manifiesto la incre\u00edble amplitud de la audiencia a la que se puede llegar mediante el marketing online.<\/p>\n\n\n\n<p>Junto a las aplicaciones de juegos, el marketing online en Facebook y WhatsApp tambi\u00e9n ofrece un gran potencial debido a que son las aplicaciones n\u00famero uno y dos en t\u00e9rminos de usuarios activos seg\u00fan <a href=\"https:\/\/www.hootsuite.com\/pages\/digital-trends-2021\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Hootsuite<\/a>. El informe <a href=\"https:\/\/www.oracle.com\/a\/ocom\/docs\/industries\/retail\/consumer-research-new-next-report-lad.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Anatomy of Change<\/a> 2020 de Oracle destac\u00f3 que estas aplicaciones tambi\u00e9n son indispensables para crear conciencia en torno a la existencia o el lanzamiento de una nueva marca en la regi\u00f3n, ya que el 80% de los latinoamericanos descubre una nueva marca a trav\u00e9s de Facebook y el 60% tambi\u00e9n lo hace a trav\u00e9s de Instagram.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Instalaciones no org\u00e1nicas un concepto a tener en cuenta<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/0cdd02b3-articles-stock-pictures-2-1024x576-1.png\" alt=\"An image from an image bank depicting two people looking at statistics and holding a digital tablet, for an article about the importance of digital marketing in the pandemic era.\" class=\"wp-image-2882\" width=\"700\" srcset=\"https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/0cdd02b3-articles-stock-pictures-2-1024x576-1.png 1024w, https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/0cdd02b3-articles-stock-pictures-2-1024x576-1-300x169.png 300w, https:\/\/www.bizonlinemarketing.com\/wp-content\/uploads\/2022\/03\/0cdd02b3-articles-stock-pictures-2-1024x576-1-768x432.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Las instalaciones no org\u00e1nicas (NOI) alcanzan niveles sin precedentes<\/figcaption><\/figure><\/div>\n\n\n\n<p>La popularidad de estas aplicaciones, junto con el fuerte aumento del n\u00famero de usuarios activos, tambi\u00e9n ha hecho que el n\u00famero de instalaciones no org\u00e1nicas (NOI) haya alcanzado niveles de crecimiento sin precedentes durante los \u00faltimos a\u00f1os. Una instalaci\u00f3n no org\u00e1nica se refiere a cuando un usuario decide descargar una aplicaci\u00f3n despu\u00e9s de haber visto una campa\u00f1a de marketing.<\/p>\n\n\n\n<p>Seg\u00fan <a href=\"https:\/\/www.data.ai\/en\/insights\/market-data\/latam-state-of-app-marketing-2021\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AppAnnie<\/a>, durante los dos \u00faltimos a\u00f1os, los mercados mexicano y brasile\u00f1o han experimentado un aumento del 120% y del 178% respectivamente, lo que pone de manifiesto la eficacia de las campa\u00f1as de marketing.<\/p>\n\n\n\n<p>Adem\u00e1s, la cuota de usuarios de aplicaciones de pago en M\u00e9xico tambi\u00e9n aument\u00f3 un 32% el a\u00f1o pasado, lo que pone de manifiesto la audiencia a la que se puede llegar cuando se opta por hacer uso de la publicidad in-app en plataformas de pago.<\/p>\n\n\n\n<p>Todo esto demuestra que el marketing online, que surge de una estrategia de marketing bien pensada, es esencial para hacer negocios en Am\u00e9rica Latina y acceder a la abundancia de potencial que ofrece la regi\u00f3n.<\/p>\n\n\n\n<p>En Biz Online Marketing somos expertos en el mercado latinoamericano y estamos aqu\u00ed para ayudar a su empresa a expandir sus operaciones en la regi\u00f3n. \u00bfQuiere saber m\u00e1s? <a href=\"https:\/\/www.bizonlinemarketing.com\/es\/empieza-ahora\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u00a1P\u00f3ngase en contacto con nosotros ahora!<\/a><\/p>\n\n\n\n<p>*Douwe Westerveld contribuy\u00f3 a este art\u00edculo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La llegada de la pandemia de COVID-19 caus\u00f3 angustia en el comercio y las industrias de la salud en todo el mundo. Am\u00e9rica Latina no fue la excepci\u00f3n a esta tendencia, cabe recordar el hecho de que esta regi\u00f3n se encuentra sistem\u00e1ticamente entre las que la pandemia y las posteriores medidas puestas en marcha para [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":2884,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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