I was sitting with a client in my office here in San Increase Your José, usa email list having a casual conversation about his challenges in the domestic market. His biggest concern was that, despite having an online presence, he wasn’t experiencing real audience growth or tangible results. That’s when I posed that challenging question: Do you really know how digital marketing is transforming brands’ reach today? His face reflected bewilderment mixed with curiosity. And I don’t blame him; in an age where Costa Rican consumers live immersed in their screens and stimulated by thousands of daily messages, capturing their attention has become complex, though not impossible.
Digital Strategy Today: Much More Than Just Being Online
A decade ago, having a website, a social marketing strategies to drive sales growth media page, and PPC campaigns was enough to stand out. But today, digital competition is fierce. According to recent studies, more than 75% of consumers in Costa Rica conduct online research before making any purchase or acquiring professional services; meaning that if your online strategy isn’t optimized, you’re practically nonexistent in their eyes.
The Costa Rican digital context
We are a highly connected country, with mobile penetration rates higher than the Latin American average. However, our audience is particularly cautious and selective. Our constant work as digital strategists is to understand not only where our audiences interact, but also how and why they do so.
- More than 90% of Costa Ricans who are active daily interact regularly on at least three digital platforms.
- Invasive advertising has generated strong resistance, demanding more personalized and authentic strategies.
- Local and relevant content generates up to 5 times more interactions than generic or imported content from other markets.
From mass audiences to extremely defined segments
One of the major digital transformations is moving from massive strategies to smart, data-driven investments. Today, all our decisions are guided by in-depth analysis of data from digital platforms, which allows us to build audiences segmented by age, gender, geographic location, tastes, and browsing history. Buying media without a solid foundation in data is no longer acceptable if we seek a true return on investment.
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Automation and artificial intelligence: key players for digital brands
When we implemented advanced digital tools into our strategies, we easily tripled our brand reach in just a few months. I remember the surprised reaction of many clients when they first integrated automation and artificial intelligence (AI) into their digital routines. For those who haven’t yet implemented it, let me explain:
Automation: Scaling results without increasing effort.
When we talk about automation, betting deata we specifically refer to the use of digital tools that allow us to automatically execute marketing actions based on each user’s behavior. This can include:
- Automated email marketing for specific buyer personas.
- Scheduled and optimized social media campaigns segmented by specific user interests.
- Automated flows on web pages where the user receives content tailored to their stage of the purchasing journey.