Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.

Friday, September 19, 2008

Fallon Brainfood: Latin America in the Age of Web 2.0

Fallon strategic planner Aki Spicer presents a micro-serving of Brainfood, with this quick look at Latin America in the Age of Web 2.0. This is a brief overview of social media and mobile trends for the LatAm market (a complex market made up of many countries and varied conditions). This is hardly an exhaustive analysis, it is meant as a intro and primer.

Takeaways from the presentation:
+Connected: Web usage is growing at a fast clip throughout LatAm
+Social: Social networking is experiencing rapid growth in LatAm
+Fragmented: Social networks in LatAm are fragmented and varied by each country - no dominant leader
+Mobilizing: Mobile penetration is exploding - more than broadband. And for many, the web has always been mobile
+Smart: Phones are getting smarter as more people demand functionality
+Shift: Social networking, TV, and purchases will continue to migrate to mobile devices
+Evolve: Cultural mores are evolving, and people are embracing new ways that challenge the traditional institutions
+Participate: The way forward for marketers is to design marketing that adds value to people’s lives and embrace participation

La Caida de Edgar is an example of how ideas spread among people on the social web...

…and savvy brands like Emperador are joining this conversation and participating.

Brainfood is a monthly all-agency lunch conducted by Fallon Planners. Wide-ranging topics explore trends, business issues, and actionable opportunities for our brands.

A deeper dive into La Caida de Edgar phenomenon by Rocketboom

*Some good resources for LatAm and Web 2.0 data and insights include Analytics2.0 and ComScore

1 comment:

Nicolás Deyros said...

It´s incredible this presentation and research. I really like it a lot. I´m from Argentina and the analysis that you develop is correct.

The region will grow a lot with the introduction of 3G mobile and the reduction of the cost of PC´s.

Thanks a lot for the information.