Keep in mind that success is not about joining the next wave, but rather staying on top of the crest, embracing changes in advance. So if you want to be ahead of your competition and position yourself within your company, take into account what we have learned this year about digital marketing in Ecuador and the world and apply it to your strategy wisely.
1. Investment in digital is growing worldwide and also in Latin America
According to a study by eMarketer and Starcom , Latin America will close 2014 with 28% more phone number list investment in digital advertising than in 2013. The projection for 2018 is to increase by 139%. Does this mean that in 2015 we should invest more in online advertising than in 2014? Not necessarily. What it does mean is that competition on the Internet is increasingly tough. Brands are looking for more and better ways to position themselves and sell through this medium. Therefore, the race is accelerating in 2015 and will only be won by those who know how to use their digital budgets optimally. If retail is your thing, your battlefield may be advertising and image positioning. If your company is B2B, do not give yourself the luxury of investing in the Internet without a sales-related objective.
2. More and more companies expect to get ROI from their digital actions
The State of Inbound Marketing 2014 study of more than 3,500 marketing and sales professionals from various industries around the world shows that, more than economic conditions, it is ROI that determines whether to increase or decrease budgets. More than 55% of companies surveyed indicated that the main reason for increasing their digital marketing budget this year was the ROI they achieved last year. Does that mean your 2015 management should focus on generating ROI through your digital marketing plan? Yes and no. If you are a retail company, focusing on ROI may be a promise you can hardly keep. But if you are a B2B company, sell high- or mid-price products or services, and your sales cycle lasts from 15 days to 12 months, getting ROI from your digital strategy should be your priority.
