By Axel Romero

When the Covid-19 pandemic arrived, people isolated themselves for a long period and embraced technology to work, have fun and communicate with the outside world, considerably increasing their dependence on digital platforms and devices to carry out their daily activities, a practice that has come to stay.

There are currently about 4.95 billion people around the world using the internet, 192 million more from the previous year, according to Hootsuite's Digital 2022 Global Overview Report.

Given the growing demand for innovative digital experiences, it is important that companies that offer this kind of services and products develop an optimized communication strategy to maintain a close link with their users. That’s why brands should consider what are the trends that are defining users' habits, and PR agencies should take advantage of them in their communication strategies, something that Dialogue has been doing for several years.

Productivity, in the palm of your hand

Staying online is essential these days. According to estimates from the Covid-19 Labor Observatory of the Inter-American Development Bank (IDB), the home office has come to cover between 10% and 35% of workers in Latin America and the Caribbean, and while face-to-face activities are slowly starting again, the hybrid scheme has been increasingly adopted.

According to the Hootsuite report, several countries in the region are the ones that spend the most time on the internet through mobile devices. It is estimated that in Colombia and Argentina users spend more than 5 hours a day connected, while in Mexico they consume more than 4 and a half hours.

Therefore, the value of smartphones has increased considerably. Despite being a complex and very dynamic market, the Dialogue Team has helped develop the right strategies to position two of the main mobile device brands in the Latin American market, highlighting the benefits and innovations of their devices to the media, influencers and KOLs, through fun activities in both physical and digital media, market research and the partnership with high-impact influencers.

Effective Conversations

Last year, people around the world used social media for 2 hours and 27 minutes daily, on average. In Latin America, Colombians were the ones who spent the most time interacting in these spaces, connecting for more than 3 hours and 45 minutes each day, while in Argentina they spent more than 3 hours and 25 minutes and in Mexico more than 3 hours and 20 minutes, according to Hootsuite.

Twitter, one of the most iconic social networks, captured 5.1 hours per month from Android device users around the world during 2021. In that year, Twitter registered about 11 million users in Mexico, 5 million in Argentina, 3.35 million in Colombia and 2.25 million in Chile, according to a Statista report.

Effective communication is important in any social network, for this reason, the Dialogue Team constantly develops multi-channel campaigns and strategies, which involve traditional media, social networks and influencer marketing so that its clients can achieve the best results with the most innovative tools, which are constantly updated on each platform.

Fun and informative streaming

The offer of digital entertainment is constantly growing, and it also increases user spending in these experiences. According to Statista, users consumed about U$S 293.9 billion dollars in 2021 in digital downloads and subscriptions. Of this, it is estimated that video games captured about U$S 155.5 billion dollars, with a growth of 16% compared to the previous year, according to the Hootsuite report.

But the consumption of gaming is not limited only to acquiring digital video games. Users also like to see others play through platforms like Twitch, which was placed in the Top 10 mobile apps where users spend the most, according to data from App Annie.

Given the relevance of these streaming platforms, where in addition to video games other types of content can be transmitted, the Dialogue Team prepared training sessions with the main media outlets in Mexico so that they could consider their adoption, by generating interesting content and interacting in a more dynamic way with their audiences.

Music that inspires and motivates

In 2021, streaming earnings generated music industry revenue growth of 24.3%, with 523 million subscribers worldwide. In Latin America, 85.9% of the income of the music industry was obtained thanks to streaming services, according to the Global Music Report of the International Federation of the Phonographic Industry (IFPI).

The consumption of these digital services has also impacted the sale of hardware. A recent study by BlueWeave Consulting revealed that the global market for wireless headphones was worth nearly U$S 18.273 billion in 2021 and is projected to exceed $69.964 billion by 2028.

For this reason, the Dialogue Team has outlined strategies for launching headphones and earbuds with great technological innovations in markets such as Brazil and Mexico, offering journalists detailed information about the new models, in a personalized way that makes sense with the editorial line of their media outlets and audiences.

Anticipation for tomorrow

With a technological industry in constant evolution, not only due to advances in research and development of each brand, but also in the habits and preferences of users, it is important to develop the appropriate communication and public relations strategies to effectively share the latest innovations, just at the right moment when the world needs them most, whether during or after a pandemic.

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