Argentina is immersed in an economic, technological and social evolution. Globalization is increasingly influencing its citizens’ perceptions and digital communications are impacting upon almost every aspect of daily life. The nation’s embrace of this paradigm shift is reflected in high penetration levels of broadband and mobile phones and in particular the increasing use of smartphones.
For marketing and advertising, this shift presents a challenge. Consumers can now broadcast their reaction and responses across a wide forum – and do so in real time. And just as Argentinean politics are revealed and examined through political tweets, so too are brands finding themselves on the receiving end of customer comment and opinions through the use of social networks. On the other hand, these new methods of interactive communication are so far largely unregulated. This means that digital communications offer political parties – and indeed advertisers – a way round restrictions and legal obligations.
Argentineans have proved to be avid adopters of social networks and the country is also beginning to see an explosion in the use of online video. The development and impact of multi-platform content is therefore becoming of acute interest. It represents a huge challenge for research, not only because of the myriad of new possibilities, but also in terms of the speed of response that is needed. We are talking about research applied in real time.
The world – and in particular Argentina – cannot afford to ignore how the cultural revolution is affecting at least three different generations. Each of these generations has a different approach to the adoption of new communication technologies, and varying degrees of engagement with them. This new economic, technological, communication and cultural order impacts upon all socio-demographic sectors. For this reason, we can no longer just talk about socio-demographic structures, but must consider cultural socio-demographic segmentation.
At Mindshare, we are intent on developing new research methods that enable us to measure and manage the effect of digital communications across this generational and cultural divide. We are creating new R.O.I. and data handling tools, new forms of communication, synergy and interaction – in the certain knowledge that the true power of digital communications lies in the hands of those who best understand them.
CEO, Mindshare Argentina