3 marketing strategies to succeed in Colombia's market in 2021
Last update: 28 December 2020
¿Are you wondering how to reach your audiences in Columbia? Then this note is going to be useful for you and your brand. Whether or not you have already settled a campaign in this market, here are 3 things I have found highly valuable about the way marketing is to perform in 2021. Have a read and see what can be good for your business!
1. Is it Colombia or Columbia?
It is Colombia. Back in 2013, an educational marketing campaign got international resonance by setting up the clear difference between Colombia and Columbia, and the consequences of confusing both terms.
That being said, let's forget about "Columbia market" and switch to Colombia's market. The more international brands research the country they want to enter, the better the results they can get. Why? Everyday consumers are accessing to more technologies that give access to the latest and worldwide information, now people can tell who you are, what you have done in your past, what you're currently doing and, most importantly, the extent to what you know about them, beyond the products you are selling. So, start letting people know that your brand has a local mindset. I'll go into detail about the mindset of the second driver.
2. Colombia's mindset: it is all about localised content
As in any other market, Colombian consumers don't have time to memorise prices, phone numbers or website domains. However, they might think twice about an advert when there is useful content appealing to resources such as Spanish copywriting techniques. But this is not enough for the market of Colombia. Mind the five regions from which the country is organised, culturally speaking.
Five cultural differences within one country accounts for a need for localising your Spanish-speaking campaign into the Caribbean coast, the Pacific coast, the Andes Mountain Range, the Grassland Plains, and the Amazon Rainforest. And this is not over yet. Antioquia and Cundinamarca are two departments from the Andes Mountain Range, but the accent, grammar and vocabulary is still different. There are various international brands aware of this differences who have succeed with localised strategies.
3. Digital marketing and more digital marketing
Think digital and get results. This is not just my point of view. By 2018, those considered 'developed' countries such as the UK had 90% of households with internet access, according to the household characteristics from the ONS. Although this market isn't there yet, by 2018 a 64% of households got internet access in Colombia. Which is a positive figure, considering that internet access went 70% up from 2010 to 2018.
And what does that mean? It means that people are modifying their time consumption across different media channels. Would you be at the living room just to watch the 7PM news program, knowing that most of your friends are sharing their cocktails' night on Instagram? Of course demographic figures will need to be considered, but overall, the internet access and time consumption on social media channels are growing, and will keep growing.
In conclusion, in order for a brand to succeed in this market, three things should be considered in 2021: First, start building trustworthy relationships with your audiences by showing you have knowledge and interest in their culture and identity.
The fact that you wanted to confirm whether is Colombia or Columbia, it shows a real interest and a good starting point. Second, Although the official language is Spanish, you will need to appeal to Spanish localised content. And third, before setting up your marketing budget, don't underestimate the growing digital sphere, as in any other country, Colombians are rebuilding their own identities through the digital era.
Have a look at my view on content marketing and see how we can work together on your project!
Written by Harold Mosquera