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-enlace a prueba diagnostica https://docs.google.com/forms/d/e/1FAIpQLSc6y6LPOR9wS9_7F9EAocGNq3QR1h47dzzfoVvdHidMMT_Cnw/viewform?usp=dialog

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Búsqueda Colaborativa de Fuentes Primarias

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Búsqueda Colaborativa de Fuentes Primarias

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Divide la clase en grupos pequeños. Cada grupo debe seleccionar una tendencia emergente en marketing digital y encontrar al menos dos reportes especializados (de McKinsey, Deloitte, Accenture, etc.), un estudio de plataforma (Google Think, Facebook IQ, etc.) y un research paper académico relevante. Compartan links y resuman un hallazgo clave por fuente en un mural colaborativo online.

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What are the Digital Marketing Trends for 2025? | Digital Marketing Institute

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As marketers, we know the pace of change can be relentless. So it’s important to know the trends coming down the line to see if you’ve missed anything or if there are any developments you can leverage. Check out our top digital makreting trends for 2025.

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Utilizando LinkedIn y Twitter, cada estudiante debe identificar e investigar a dos líderes de opinión globales relacionados con su tendencia elegida. Recopilen una breve síntesis de las ideas más recientes que hayan compartido en debates o videos para luego discutirlas en clase.

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Top 12 Digital Marketing Influencers to Follow on LinkedIn

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For some, influencers can recall Instagram. However, the digital marketing community is getting used to this term being used on platforms like LinkedIn.

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Taller de Herramientas de Research Digital

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Taller de Herramientas de Research Digital

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En parejas, exploren y presenten el funcionamiento básico de herramientas como Google Scholar, Statista, eMarketer, Trend Hunter y Mintel. Cada pareja elegirá una herramienta, mostrará su uso y ejemplificará cómo extraer datos útiles para el análisis de tendencias.

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Recopila dos posts recientes (menos de 3 meses) de LinkedIn o Twitter de expertos sobre la tendencia elegida. Analiza los argumentos, identifica posturas opuestas y sintetiza los puntos clave de cada lado para una puesta en común en clase.

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Why Twitter Marketing Should Be a Core Part of Your Digital Strategy?

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In the vast ecosystem of digital marketing, choosing the right platforms to focus on can significantly influence the success of any business or brand. Twitter, despite being one of the older social media networks, remains a critical platform that many businesses overlook or underutilize in their dig

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Presentación de Casos Internacionales de Éxito

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Presentación de Casos Internacionales de Éxito

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Selecciona 3 casos internacionales recientes donde se haya implementado de manera exitosa una tendencia de marketing digital. Elabora una presentación breve (5 diapositivas) sobre estrategia, ejecución, resultados y factores críticos de éxito de cada caso.

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Case Studies | Digital Marketing Institute

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Case Studies page of the Digital Marketing Institute, the global certification standard in digital marketing education.

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Trabajen en grupos para comparar las estrategias de diferentes empresas frente a la misma tendencia. Identifiquen y debatan mejores prácticas, resultados, lecciones aprendidas y errores comunes a evitar. Presenten sus conclusiones en una tabla comparativa.

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Competitor benchmarking for digital marketing - tools for different channels definition - What is? - Digital marketing Glossary

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Online competitor benchmarking is a structured analysis of the online services, capabilities and performance of an organisation within the areas of customer acquisition, conversion, retention and growth. Quantitative benchmarking criteria give you hard figures you can compare your performance against that of competitors and seek to make improvements against. Examples include the popularity of your […]

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Debate en Clase: Futuro de la Tendencia Elegida

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Debate en Clase: Futuro de la Tendencia Elegida

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Organiza un debate donde los estudiantes expongan y defiendan sus pronósticos sobre cómo evolucionará la tendencia investigada en los próximos 2 años. Fundamenten su postura con evidencias de las fuentes y opiniones de expertos.

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Utilizando Statista y eMarketer, cada grupo debe identificar y analizar 3 estadísticas actualizadas que respalden o refuten la relevancia de la tendencia seleccionada. Explican gráficas y discuten implicaciones para las empresas.

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Apr 15, 2024 | Mobile Devices

Quarterly smartphone market share worldwide by vendor 2009-2024

Samsung held the largest slice of the global smartphone market by shipments during the first quarter of 2024, followed by Apple. Xiaomi has taken a tight grip on the third position, accounting for a market share of 14 in the first quarter of 2024.

Samsung and Apple smartphone sales Smartphone vendors have been suffering from the events of the past couple of years, including the pandemic and the economic downturn. However, they all appear to be recovering, as shown by the recent increase in shipments. For instance, mostly based on the main line of Galaxy Series, Samsung's smartphone shipments totaled nearly 226.5 million units globally in 2023.

Next to Samsung, Apple is a major manufacturer of smartphones worldwide, with the company shipping more than 232 million iPhones worldwide in 2023 - a number that made Apple leading smartphone vendor for the first time ever. Apple's sales tend to be very cyclical, peaking in the fourth quarter each year, much like in the fourth quarter of 2023, when they took the first spot in terms of units shipped globally with around 80.5 units.

Huawei falls outside the leading five vendors While Apple and Samsung are typically the two major companies challenging for the top spot, Huawei had provided a strong challenge in recent years. Particularly, the Chinese company managed to climb the smartphone market ladder between 2011 and 2020, recording shipments of over 32 million smartphones in the fourth quarter of 2020. However, strong performances from rivals like Xiaomi and the effects of the U.S. trade ban have since seen Huawei fall outside the list of top five vendors by smartphone shipments.

Read more

Apr 16, 2024 | Business Enterprise

Most affluent women worldwide 2023, by net worth

The granddaughter of the L'Oréal founder, Francoise Bettencourt Meyers was the wealthiest woman in the world as of April 2024. She and her family's net worth was estimated at 99.5 billion U.S. dollars. Alice Walton was ranked second with over 70 billion U.S. dollars in net worth. By comparison, the richest man in the world had a fortune of over 258 billion dollars as of December 2023.

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Apr 16, 2024 | Population

Total population of China 1980-2029

According to data published by the National Bureau of Statistics of China in January 2024, the Chinese population decreased by 2.08 million people to around 1,41 billion in 2023. This was a stronger decrease than expected by the IMF, which underestimated China's population decrease already in 2022. China arrived at the turning point of its population growth earlier than expected by many observers, and current IMF estimates for the total population until 2029 very likely need to be adjusted downwards.

Population development in China China had for a long time been the country with the largest population worldwide, but according to UN estimates, it has been overtaken by India in 2023. As the population in India is still growing, the country is very likely to remain being home of the largest population on earth in the near future. Due to several mechanisms put into place by the Chinese government as well as changing circumstances in the working and social environment of the Chinese people, population growth has subsided over the past decades, displaying an annual population growth rate of -0.15 percent in 2023. Nevertheless, compared to the world population in total, China held a share of about 18 percent of the overall global population in 2022.

China's aging population In terms of demographic developments, the birth control efforts of the Chinese government had considerable effects on the demographic pyramid in China. Upon closer examination of the age distribution, a clear trend of an aging population becomes visible. In order to curb the negative effects of an aging population, the Chinese government abolished the one-child policy in 2015, which had been in effect since 1979, and introduced a three-child policy in May 2021. However, many Chinese parents nowadays are reluctant to have a second or third child, as is the case in most of the developed countries in the world. The number of births in China varied in the years following the abolishment of the one-child policy, but did not increase considerably. Among the reasons most prominent for parents not having more children are the rising living costs and costs for child care, growing work pressure, a growing trend towards self-realization and individualism, and changing social behaviors.

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Apr 17, 2024 | Online Retail

Visitors to most popular online retailers in Japan 2024

As of March 2024, Amazon Japan's e-commerce website was the leading e-commerce site accessed in Japan, with almost 587 million visits. The subsidiary of the American technology company competes in the Japanese e-commerce market against the major business-to-consumer (B2C) retailers Rakuten and Yahoo Japan.

Read more

Apr 15, 2024 | Soccer

Most German soccer titles 1903-2024, by club

In 2024 Bayer Leverkusen won the Bundesliga for the first time, with the team going unbeaten in all competitions for over 40 matches. Previously, Bayern Munich had won the league every year since 2013.

Read more

Apr 16, 2024 | Vehicle Manufacturing

Latin America: number of motor vehicles produced 2013-2023, by country

In the last years, Mexico has positioned itself as the largest producer of vehicles in Latin America. In 2023, the North American country produced just over four million motor vehicles, followed by Brazil, where around 2.3 million units were produced. In addition, most of the motor vehicles produced in Mexico were light commercial vehicles.

Read more

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Find statistics, consumer survey results and industry studies from over 22,500 sources on over 60,000 topics on the internet's leading statistics database

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Redacten un breve informe grupal (1-2 páginas) sobre cómo la tendencia digital investigada puede impactar específicamente en una empresa ecuatoriana o latinoamericana, considerando contexto, oportunidades y riesgos.

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Investment in digital marketing in Latin America increased by 67% in the last year. This immediately raises the question of what the most appropriate strategies are to maximize the potential that the Latin American economy represents for businesses.

With this in mind, a recent study by NTT DATA revealed the top strategies used by Latin American companies. But what metrics do they see as most important? Why do they use these strategies? In this article we will explore the five digital marketing strategies currently used by companies in Latin America and how they are being implemented.

According to the NTT DATA survey, these are the top digital marketing strategies used by Latin American companies in Mexico, Brazil, Peru, Chile, and Argentina:

Social media strategy, used by 93% of organizations in Latin America

Email marketing strategy, used by 72% of organizations in Latin America

SEO strategy, implemented by 67% of organizations in Latin America

Advertising strategy (SEM, retail media, others), implemented by 64% of organizations in Latin America

E-commerce strategy, implemented by 44% of organizations in Latin America

1. Social media strategy in Latin America

In Latin America, 9 out of 10 companies use social media as a channel for sales and digital marketing. Social media is present right across the board in Argentina, Chile, and Mexico, while in Peru and Brazil it is used by just 85% and 73% of companies, respectively.

As for specific actions within the world of social media:

1 out of 2 organizations interact using filters and augmented reality

3 out of 5 Latin American companies create their own content, images, or videos for their social networks

Only 2 in 5 Latin American companies take advantage of hashtags

30% of companies promote their products or services with personalized direct messages and private conversations

Social media as a digital strategy takes on much more importance for microenterprises, whereas just 3 in 5 have a website of their own, according to the NTT DATA survey. Now, if we include solo sellers from Latin America in the SME equation, we find they represent an astonishing 88% of the total number of companies in the region, according to analysis from PCMI.

Which channel do these microentrepreneurs sell through? The answer is almost obvious: social media, using what is known as social commerce. The emergence of this business medium is also the result of consumer attachment or acceptance. In Latin America, an estimated 8 out of 10 online shoppers make purchases through social media, particularly Facebook and Instagram.

2. Email marketing strategy in Latin America

Roughly 7 out of 10 Latin American companies have email marketing as one of their main digital marketing strategies. According to NTT DATA, email marketing is more relevant than ever when used as a means to achieve hyperpersonalization. According to data shared in its report, 91% of consumers are more likely to shop with brands that offer personalization and relevance.

Another study, this time by QuestionPro and Benchmark reveals the true value of email marketing strategies in Latin America: ROI. It reports that email marketing yields US $38 in ROI for every US $1 spent. This positions email marketing as the most profitable digital channel.

Looking at the reasons Latin American companies have for implementing email marketing, it finds that-contrary to what might be expected-generating sales and leads is not a priority:

To increase consumer engagement with my brand (23.77%)

To increase the visibility of my brand (25.05%)

To generate more leads (19.6%)

To get more conversions (16.33%)

In fact, the same survey reveals that only 17% of emails have transactional intention, while most emails (23%) are communicated by the companies, followed by newsletters (18%).

3. SEO strategy in Latin America

Nearly 7 out of 10 companies implement SEO as a digital strategy. However, organizations have deprioritized it. Between 2023 and 2024, the use of SEO tools dropped significantly, from 72% to 48%.

Analysts at NTT DATA note that SEO is primarily used for measuring organic traffic and click-through rate, while other more sophisticated metrics are in last place. In addition, just 1 in 5 companies (18%) consider SEO plays an important role.

However, when analyzing the use of SEO strategies in Latin America, we find that, broadly speaking, this is much more relevant for B2C companies than B2B companies. In addition, SEO is far more important among companies with more than a thousand employees, where penetration reaches 70%. Lastly, all companies surveyed in the banking sector and CPG sector implement SEO, while only 2 out of 5 companies (41%) in the technology sector do so.

It is possible that in the next four years investment in SEO strategies will be further reduced or at least the scope of current SEO tools will change. According to Gartner, brand traffic coming from organic searches will decrease by 50%, perhaps more, as consumers adopt search attitudes through generative AI. In fact, at the end of July 2024, OpenAI-the company that created ChatGPT and DALL-E- announced the development of a search engine based on artificial intelligence that could compete directly with the Google search engine.

This leaves companies in Latin America and around the world wondering where they stand regarding the reliability of their current SEO strategies and the need to incorporate new digital marketing strategies that are also based on artificial intelligence. Currently, these types of AI strategies have only been adopted by 26% of companies in Latin America, according to NTT DATA.

4. Advertising strategy in Latin America

Sixty-four percent of Latin American companies implement advertising in their digital marketing strategy. That means it is less than the implementation of organic strategies such as SEO or social media. However, for the largest companies (more than 1,000 employees), the use of paid media/SEM reaches 72%.

Digital advertising investment in Latin America will continue to grow. In 2024, digital advertising now accounts for more than 55% of total ad spending, and is projected to reach 63% in 2028, according to EMARKETER. Mexico and Brazil will be the countries with the highest advertising investment in the region. Today, digital advertising spending in Latin America now exceeds spending on television. Digital advertising investment in Latin America will reach US $25.14 billion in 2025, according to EMARKETER.

As for the advertising formats companies use the most, SEM and display are still the most important. Display, for example, commands no less than 60% of digital advertising investment, according to EMARKETER. However, since 2020, a new format has emerged in Latin America promising extensive growth: retail media, which we explain in more detail in this article.

In terms of digital advertising strategy execution among Latin American companies, on a scale of 1 to 5, we find the following (NTT DATA, 2024):

Highly specialized digital advertising. Only 10% of Latin American companies have advertising campaigns running continuously, in addition to hypersegmented temporary campaigns, ongoing optimization plans, and sophisticated techniques such as DCO

Specialized digital advertising. Many companies (33%) have advertising campaigns running continuously, aimed at the various stages of the sales funnel, with segmentation and retargeting strategies

Moderate digital advertising. 23% of companies in Latin America carry out seasonal campaigns, with a robust media mix that includes social media, SEM, and programmatic advertising

Minimal digital advertising. 25% of companies in Latin America have a small budget and run paid campaigns sporadically

No digital advertising. 9% of companies in Latin America have no paid digital media strategy

5. E-commerce strategy in Latin America

Lastly, the fifth most widely used digital marketing strategy by companies in Latin America is e-commerce. In fact it is also the sixth, if we include the presence of a website as a digital marketing strategy in the ranking. All told, 44% of Latin American companies rely on e-commerce or digital commerce strategies to improve their sales. For clarification, the NTT DATA survey included a mix of companies from multiple sectors, of which just 3% belong exclusively to the e-commerce sector; but also: technology and software (17%), communications (10%), education (10%), banking (9%), retail (8%), telecommunications (8%), professional services (6%), consumer packaged goods (CPG) (5%), pharmacy and wellness (3%), insurance (3%), and public or private health (2%).

That said, NTT DATA's analysis finds that companies in Latin America are still at the very early stages of e-commerce adoption, with companies reporting just 8% of their sales attributed to online purchases. Broadly speaking, it identifies five stages of adoption:

No functional digital commerce: 39% of companies in 2024

Little technological infrastructure and investment, and no information on market behavior: 15% of companies in Latin America 2024

Moderate investment and infrastructure, where digital commerce has a medium-to-low impact on the organization: 33% of Latin American companies

Personalized shopping experience, implementation of integration, robust infrastructure, and commercial relevance: just 7% of Latin American companies

Vision focused on digital commerce, with strong investment, as well as disruptive: just 6% of Latin American companies

In Latin America, digital commerce still has plenty of room for growth. An estimated 33% of companies in Latin America still operate with rigid structures in which no dialogue between traditional and digital business exists, although a significant 54% have now adopted hybrid structures. Regarding the technological maturity of digital commerce, 40% of Latin American companies say they are at a novice level. Another 17% consider themselves at an advanced level of technological maturity, to the point where they have already implemented digital marketing automation, use artificial intelligence, and are integrated with social media and marketplaces.

Next Steps
A personalized study of the Latin American consumer and/or the implementation of new digital marketing technologies could help your company rectify its weaknesses and exploit opportunities in the regional or local context. At AMI we have more than 30 years' experience in market intelligence and have produced more than 3,000 studies of this kind.

Do not hesitate to contact us to go over your needs and discuss the possibility of a study.
Sources:

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adoption of ai-based digital marketing strategies by latin american companies

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The Top 5 Digital Marketing Strategies Used by Latin American Companies

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Digital marketing investment in Latin America rose by 67% last year, highlighting top strategies and their implementation, such as SEO, retail media, and more.

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Reflexión Individual: Aprendizajes y Siguientes Pasos

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Reflexión Individual: Aprendizajes y Siguientes Pasos

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Cada estudiante escribe una reflexión sobre el proceso de investigación, destacando aprendizajes clave, desafíos enfrentados y cómo estos conocimientos pueden aplicarse para futuras investigaciones de tendencias.

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Formato: TED-Style Talk (18 minutos + 7 minutos Q&A)

La presentación debe seguir una estructura narrativa obligatoria que permita comunicar de manera efectiva los hallazgos y recomendaciones sobre la tendencia analizada.

1. Opening Hook (2 minutos)

Statistic sorprendente o Provocative question

Personal story o Industry anecdote relevante

Preview de lo que la audiencia aprenderá

2. Context Setting (3 minutos)

Estado actual de la industria/tendencia

Forces of change que impulsan la transformación

Why now? - urgencia y relevancia temporal

3. Deep Dive (8 minutos)

Definición clara de la tendencia (1 min)

3 Case studies globales con insights específicos (6 min)

Data y evidencia que sustenta la relevancia (1 min)

4. Local Application (3 minutos)

Adaptación al contexto chileno específico

Opportunities y challenges locales identificadas

Early movers en Chile (si existen)

5. Strategic Roadmap (2 minutos)

3 pasos concretos para implementación

Timeline realista de adopción

Success metrics para medir progreso

6. Call to Action (1 minuto)

Next steps específicos para la audiencia

Resources adicionales para profundizar

Memorable closing que refuerce el mensaje principal

Entregable: Video Demo

3-5 minutos demostrando la tendencia en acción

Screen recordings de herramientas/plataformas

Interview clips con expertos locales (si aplica)