According to the State of Marketing study, conducted by the CRM platform HubSpot, WhatsApp, TikTok and Instagram have been the networks that received the largest increase in advertising investment in marketing, with 83.6%, 74.8% and 60.4%, respectively. Tumblr and Snapchat are the most downgraded.
According to the We are Social study by Meltwater, the most used social networks in Colombia from January 2024 are WhatsApp (92.2%), Facebook (89.2%) and Instagram (86.7%), TikTok had an increase of 35.8% in users in the service. country, between October 2023 and January 2024.
70.3% of users in Colombia have access to social networks through smartphones, which adds to the fact that there are currently more mobile connections than people in the country (147.5%).
Colombia is increasingly digital, according to the We Are Social study, by Meltwater, as there are 77 million mobile internet connections, with 75.7% of people having internet access and almost 37 million social networking network profiles on the creation in the country, which is according to 70.3. % of the population.
At the same time, companies are facing increasing challenges when it comes to acquiring customers, because according to the State of Marketing study by HubSpot, a global CRM platform, the challenges most important for marketing professionals connecting with customers and their needs (. 34.4%), the use of AI in marketing strategies (28.8%), and the competition from other brands (27.6%), which is that’s why standing out now more important than ever.
“We all know the benefits that social networks have brought to their users, by allowing them to connect with people anywhere in the world through a screen, to access content of all kinds, among other functions according to each application. For this reason, companies cannot leave these technologies aside to market, attract, maintain and retain customers. ” assured Juan Sebastián Molano, Senior Marketing Manager at HubSpot for Latin America.
For companies, social networks have the potential to be transformative in the way they work, first, with customer attraction, and later, with customer loyalty.
In terms of traction, HubSpot revealed in the State of Marketing survey that 1 in 4 marketers in Colombia believe that one of the most important challenges for 2024 and 2025 is to increase the impact of social media strategies; as well as 94.4% argue that ads and organic use of this type of channels can attract the largest number of clients
In terms of customer acquisition and loyalty, the study revealed that direct sales through networks (15.2%) and direct messaging on applications such as Facebook and Instagram for customer service were two of the tools that generated the highest return on investment (13.6%) ). ). In contrast, and according to the State of Customer Service in Latin America study, also carried out by HubSpot at the beginning of 2024, 21.2% of customers in the country prefer service through WhatsApp, and 92.8% of customers will ‘ the use of social networks to contact the customer service, showing the importance of these tools.
According to the We Are Social study, 38.6% of Colombians learn about new brands through advertising on social networks, and 30.2% do so through comments published on them, and 22.5% directly through company publications. And although 65.5% research brands before making a purchase, social networks are their preferred search channel.
In Colombia, 75.7% of people have access to the Internet, and the country reports that daily use exceeds 8 hours a day, of which 37.7% are dedicated to the use of social networks and 29% to entertainment applications .
“Social networks currently offer companies a unique opportunity to attract and retain customers, especially in a country like Colombia where there is a constant increase in fixed and mobile internet connections. For this, the first step “to create a marketing strategy that combines social networks, with short videos, influencer marketing, and advertising content, thus combining marketing success stories with the current situation of the Internet market in Colombia. “ concluded Juan Sebastián Molano, Senior Marketing Manager at HubSpot for Latin America.
Related
2024-11-18 21:30:00
#TikTok #grew #users #Colombia #average #monthly #hours #Technocio
What are the key challenges and opportunities you see for companies in Colombia as they increase their investment in social media advertising?
As a website editor for world-today-news.com, I’d like to interview two guests about the increased investment in social media advertising and the rising use of platforms like TikTok and Instagram in Colombia. The first guest would be Juan Sebastián Molano, Senior Marketing Manager at HubSpot for Latin America, to discuss the State of Marketing study conducted by the CRM platform HubSpot. The second guest would be a marketing expert from a successful Colombian company that has successfully leveraged social media to attract and retain customers.
1. Juan Sebastián Molano, can you provide more insights into the State of Marketing study conducted by HubSpot? What are the main findings and how does it reflect the current state of social media marketing in Colombia?
2. How has the use of AI in marketing strategies become a significant challenge for marketers in Colombia? Can you share any examples of companies that are successfully implementing AI in their marketing campaigns?
3. In your opinion, what are the most effective ways for marketers to stand out on social media platforms like TikTok and Instagram?
4. How does the competition from other brands affect marketing strategies in Colombia, and how can companies differentiate themselves?
5. Can you share any trends or predictions for the future of social media marketing in Colombia?
For the second guest, we’d like to talk to a marketing expert from a successful Colombian company that has leveraged social media to attract and retain customers.
1. Can you share your company’s approach to social media marketing, and how has it contributed to your overall business goals?
2. How has your company integrated social media into its customer service strategy, and what impact has it had on customer retention?
3. What role does user-generated content play in your social media marketing strategy?
4. How have you utilized short-form video content (like TikTok) to engage with your target audience?
5. What advice would you give to other companies looking to improve their social media presence in Colombia?
