Argentina is an attractive prospect to many businesses looking to expand internationally, and there are several reasons why.
The first reason is its size: it is a relatively large country, with a sizeable population, which means there will likely be a market for your product.
It is also a digitally mature nation. As of February 2023, Argentina has a population of 46 million people. Of these people, almost 42 million are currently online, which represents an internet penetration rate of 90%.
The Argentinian government is keen to expand internet access in the country even further. In December 2022, the World Bank approved a USD 200 million loan to support the development of internet infrastructure in areas of Argentina which currently lack internet connections, in order to close the digital divide in the country.
The appeal of this market only grows stronger when you realise that, according to the International Monetary Fund, Argentina is the third-largest economy in Latin America in terms of GDP, after Brazil and Mexico.
However, it can be challenging to enter a new market. Never fear, this blog post is here to provide three useful tips for digital marketing in Argentina! We have even more information in our full-length guide:
1. Have a solid social media strategy
Social media marketing needs to be a key part of your marketing strategy in Argentina. This is because a whopping 91% of Argentinian internet users are on social media – and they use it to learn about brands. Social networks are the number one main channel for online brand research in the country, and social media ads are the number one source of brand discovery. The most popular social platforms are WhatsApp, Instagram, Facebook, Facebook Messenger and TikTok. All these platforms are used by more than half of all Argentinian internet users every month. You should research your industry and your audience before entering the market, see what platforms they prefer and prioritise them.
2. Focus on building brand awareness and brand trust
From our experience helping global brands succeed in the Argentinian market, we can add that Argentinians tend to be cautious about trying out new brands. They also tend to prefer local brands over international brands. It is therefore very important to build up good brand awareness when targeting this market. You should also ensure that you provide excellent customer support, as this will help you to build brand trust with consumers.
3. Localise your content into Argentinian Spanish
Argentinian Spanish is slightly different from the versions of Spanish used in Spain and in other Latin American countries, so if you have content on your Spain website, for example, you cannot just copy this over to your Argentinian website; you must make sure to localise it for Argentina first. Translation, localisation and copywriting should always be done by a professional native Argentinian Spanish speaker. Only a native will have a proper grasp of the local linguistic and cultural nuances and be able to create content that will truly resonate with your local Argentinian audience.
Want to learn more?
I hope this blog post has been a useful introduction to digital marketing in Argentina. For more in-depth information and advice, read the full-length guide here! From reading this guide, you will learn:
- the current digital landscape in the country, including internet penetration rates
- the typical Argentinian internet user, including their gender, age, location and online activities
- device usage breakdowns and internet speeds in Argentina
- search engine marketing in Argentina
- how to localise your website for Argentina
- social media marketing in Argentina
- the local culture and language in Argentina
- e-commerce in Argentina
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