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By Cassandra Bremer, Content Manager and Developer at The San Jose Group Latin America is young, online and social, and that creates a huge potential for American companies to win a market share of the continent’s booming emerging middle class. As digital and social strategies are becoming more paramount for brands in the U.S. to establish themselves and reach consumers, digital strategies are emerging as a core messaging platform to reach target markets in Latin America, and here is why. Whereas the mobile industry in the U.S. accounts about 2% of the economy, according to eMarketer, it accounts for between 4% and 5% of the Latin American economy. And the industry is growing. Earlier this year, the Latin American regional operator America Móvil served almost 300 million subscribers in 18 countries, and by the end of this year, eMarketer estimates Latin American mobile phone users will pass the 396 million mark. Needless to say, with 400 million consumers using mobiles in Latin America (compared to the 258 million in the United States), mobile devises provide a huge arena for brands to target consumers. Mix the high mobile usage with the fact that Latin America is the fastest growing ecommerce market in the world next to China, and the market potential becomes obvious. While Latin America as a whole is a lucrative target for brands, Brazil is really leading the social/digital movement in the continent. This year, over three quarters of social network users in Brazil will visit social media sits via a mobile device, and in 2013, Brazil’s ecommerce industry reached $15 billion. In fact, Brazil houses 299 of the top 500 ecommerce sites in Latin America, and that statistic begins to make sense when considering the country’s young and thriving consumer base. With a massive population of 202 million people, 62% of Brazilians are under the age of 30. “Brazil is leading the Latin American market in online consumption, and with that the rest of the continent will soon follow.” said George L....

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Exposing the Millennial Myth – What’s the real deal?

Jun 13, 14 Exposing the Millennial Myth – What’s the real deal?

Posted by in Featured, Total Market

By Cassandra Bremer, Content Manager and Developer at The San Jose Group Quarterbacks throw Hail Marys; hockey players pull their goalies; advertisers post viral videos. Sure, viral videos have their place—views boost recognition, keep brands top-of-mind, increase SEO and occasionally bring viewers back to the brand’s website for those coveted conversions. However, when brands develop videos as last-ditch efforts to win over the young, social media-obsessed and self-absorbed Millennial consumer group (roughly speaking, those born in the ‘80s and early ‘90s), they’re wasting their resources. According to The National Chamber Foundation’s “Millennial Generation Review,” this generation, 80 million strong, has a $200 billion direct purchasing power, $500 billion indirect spending power and will outspend the Baby Boomers by 2017. As such, marketers are on the Millennial treasure hunt, and every Millennial obstacle (i.e., increased mobile technology use, decreased attention span) has brands on the quest creating new advertising avenues. However, they largely misunderstand the true Millennial market, so the loot they’re trailing is little more than fool’s gold. Opportunities to win a greater portion of their spending power exist only once brands shed their stereotypes. Although TIME characterizes Millennials as “Lazy, entitled narcissists who still live with their parents,” the reality—in most cases—is quite the opposite. While Millennials are not carbon copies of their parents, they do share a plethora of similarities with the Baby Boomers and Generation X, including education and families. In a recent study, “Millennials as New Parents,” Barkley found that older Millennials (ages 25 to 34) actually are, contrary to popular beliefs, hard-working and family-focused: 63% are married with children, while 44% are “very financially stressed.” So with their families in mind, they’re not working to splurge entire paychecks on the latest and greatest trends. In other words, Millennials aren’t the types of consumers brands think they’re targeting. The narcissistic, social media obsessed, younger spenders concerned with keeping up with the Jones, Kardashians and everybody in between are a part of the mix, but according to Maureen Morrison, they only make up...

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