Fiesta prolongada: el gasto en publicidad superará el crecimiento de muchas economías de América Latina.
Author | Rueda, Marisol |
Hay una noticia que tiene felices a las agencias de mercadotecnia en América Latina: la industria de la publicidad continuará viviendo una buena racha durante los próximos años, y su crecimiento superará, incluso, al del Producto Interno Bruto (PIB) de varias naciones de la región.
"El mercado publicitario aún tiene un espacio para poder explorar y crecer por arriba del desempeño de la economía de muchos de los países de Latinoamérica, como Argentina, Brasil, Chile y México", afirma José Carlos Salles Neto, presidente de Projeto Intermeios, el principal programa brasileño de investigación de medios.
En Brasil, por ejemplo, se espera que el mercado publicitario crezca este año 6%, casi dos puntos más de lo proyectado para el PIB de ese país. Aunque es una industria que se ha desarrollado exponencialmente en la última década, todavía existen terrenos por explotar. "Lo que vernos es un negocio en plena evolución y sofisticación, y a eso se suma un flujo permanente de inversiones", explica Salles.
En la mayoría de los países de la región, las proyecciones favorables en sectores como los de las telecomunicaciones y la banca, e industrias como la vivienda acompañarán de cerca la evolución del gasto en publicidad. "Son áreas bastante relevantes para el crecimiento publicitario. Las empresas son grandes anunciantes", apunta él.
Hoy, las compañías buscan cada vez más nuevas y mejores formas de acercarse a sus usuarios y clientes potenciales. Nextel, un operador global de telefonía inalámbrica móvil, ha incrementado en forma gradual la instrumentación local de sus estrategias de comunicación.
El proceso se acentuó en 2004, cuando la empresa inició operaciones en Argentina, Brasil y Perú, e intensificó las que ya tenía en México y Estados Unidos. "Buscamos presentar todos nuestros productos de una mejor manera, de acuerdo con el volumen de usuarios, presupuesto y estrategia de cada país", explica Carlos E. Ortega, vicepresidente de Comunicación de Nextel México.
En la nación mexicana, por ejemplo, la compañía tiene una táctica enfocada al...
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