The Future of Digital Marketing in Latin America: Unveiling New Opportunities

Marketing Digital

In recent years, the world has witnessed a significant shift in consumer behavior, heavily influenced by cultural aspects, technological advancements, and the innovative strategies of individual media players. This change, however, is not uniform across the globe, with each region showcasing its own unique characteristics. Latin America, for instance, has been a hotbed of such transformations, offering a plethora of opportunities for brands and marketers willing to adapt to its unique landscape.

In this article, we delve into the pivotal trends unfolding in this region, as observed by David Abad, Digital Strategy Manager at Mediacom, Colombia. His insights paint a vivid picture of the future of digital marketing in Latin America, revealing key areas for brands and agencies to focus on as they plan their future strategies.

Let’s journey into the heart of the Latin American digital landscape and unearth the trends, opportunities, and challenges that await in the realm of digital marketing.

Table of Contents:

  1. Introduction #
  2. The Rise of Purpose-Driven Brands #
  3. Embracing Connected TV #
  4. Navigating a Cookieless World and the Importance of 1st-Party Data #
  5. The Emergence of Wearables and Fun Data Sharing #
  6. The Surge of TikTok #
  7. Overcoming Challenges in Latin American Digital Advertising #
  8. Conclusion #
  9. About Us #
  10. Contact #

The Rise of Purpose-Driven Brands

Contemporary consumers, particularly those in Latin America, are increasingly aligning themselves with brands that go beyond offering mere products or services. They are drawn towards companies that resonate with their core values and stand for causes they deeply care about. This shift towards purpose-driven brands is expected to gain further traction in the coming years, both in Latin America and worldwide.

In David Abad’s words, “The pandemic has pushed some brands to be more purpose-driven. They want to communicate that what they’re doing stands for something much more important than what the product is.”

Such brands are no longer passive observers of societal issues. The significant role they play in shaping society encourages them to align with social causes and actively contribute to them. Research corroborates this trend, revealing that 63% of global consumers favor products and services from purpose-driven brands. Furthermore, over 70% of customers are more likely to endorse a brand that supports a noble cause.

Embracing Connected TV

As digital content consumption evolves, consumers are increasingly turning to Connected TV technology for their entertainment, news, and internet needs. This shift brings a unique challenge for marketers: creating tailored messages that resonate with the Connected TV audience.

David Abad explains this shift, “Brand managers are telling us we need to be there. That’s where audiences are.” He further adds, “Agencies, brands, and audiences are all meeting on these new technology platforms, which attract audiences partly because of the subscription models like ‘Netflix’. While they don’t allow ‘direct’ advertising, outside those models, consumers especially respond to ads that are for brands that show their purpose.”

Navigating a Cookieless World and the Importance of 1st-Party Data

The impending death of third-party cookies is set to redefine the future of digital marketing. It presents an opportunity for advertisers to hit the reset button, and the key to their success lies in their ability to derive value from available 1st-party data.

According to Abad, “It’s a working process. Every one of us is trying to look for a solution.” He emphasizes the importance of a more authentic relationship with consumers, urging brands to focus on the collection, aggregation, and creative activation of 1st-party customer data. As a cookieless future approaches, marketers must ensure that they make the most of 1st- and 2nd-party data types through reliable and secure data sources.

The Emergence of Wearables and Fun Data Sharing

In the realm of technology, wearables have carved a niche for themselves, transforming the way users engage with tech. These devices have proven to be much more than just productivity tools or sources of entertainment. They have made tech ‘fun’, encouraging users to share their data in innovative ways.

Abad cites the example of Strava, an exercise app that allows users to share their activities. He believes it signifies the gamification of tech that has taken off in the last few years, stating, “I love cycling and it is amazing what Strava can do. And it shifts the conversation about privacy, because, of course, you don’t want to give your data to anyone but when they’re doing this kind of stuff … I’m competing with myself, and I’m competing with my peers. I’m giving them all my data … but it is in a fun kind of way.”

The Surge of TikTok

The rise of TikTok is a testament to the growing demand for more authentic and organic forms of advertising. Unlike other social platforms where users encounter the same ads, TikTok allows for more native and direct conversations with users.

“People see the same TV commercial for Instagram and Facebook, Twitter, YouTube and so on, but TikTok allows you to be more native and more organic. So you can have a more direct conversation with the users,” Abad explains.

Overcoming Challenges in Latin American Digital Advertising

Digital advertising in Latin America is not without its challenges. Companies often struggle to penetrate this market due to a lack of local knowledge and the inability to effectively localize their campaigns. International companies often fall short in identifying, attracting, and converting new customers due to a communication gap and insufficient knowledge of the local landscape and consumer behavior.

This is where Chili, a digital marketing agency in Latin America, steps in. Chili is equipped with a team of seasoned professionals with extensive knowledge of the local markets, capable of tailoring your advertising strategies to resonate with the unique cultural nuances and preferences of Central and South American audiences.

With Chili as your trusted partner, you can confidently connect with your target audience, capture their attention, and turn them into loyal customers.


The future of digital marketing in Latin America is undeniably promising. As consumer behavior evolves and new technologies emerge, brands and agencies must remain agile and adaptable. By aligning with purpose-driven causes, embracing new platforms like Connected TV and TikTok, leveraging 1st-party data, and making data sharing fun, businesses can tap into the immense potential this region has to offer.

About Us

Chili is a comprehensive solution for your digital advertising needs in Latin America. Our seasoned professionals are adept at tailoring your advertising strategies to resonate with the unique cultural nuances and preferences of Central and South American audiences.

Whether you’re seeking to increase brand awareness, drive website traffic, or boost conversions, we have the expertise and resources to deliver exceptional results. Say goodbye to ineffective campaigns and embrace the power of Chili for unparalleled digital success in Central and South America.


Embark on a transformative journey and unlock the untapped potential of the Latin American market. Together, we will make your brand shine brighter than ever before! Get in touch with us to learn more.