THE BRIDGE TO SUCCESS IN ARGENTINA

Working with a PR agency in Argentina is the ideal way to understand the country’s particularities and conduct successful PR and Marketing campaigns. A lot has changed in the region, particularly in the aftermath of  the Covid-19 pandemic, and new questions are emerging which only an agency based in Latin America can answer. 

Some of these answers can be found in our media consumption 2021 in Latin America report and we have compiled them here to give you an idea of some of the opportunities, mistakes to avoid and strategies which we can help you with in order to grow your business.

We spoke to over 3.000 people from Argentina, Brazil, Chile, Colombia, Mexico and Peru – you can check out information from other countries in the report or on Sherlock Communications’ “Our Countries” pages.

Communications in Argentina are unlike any other country. Here, the Internet is considered to be the most reliable source of information (cited by 35% of Argentinian respondents), followed by television (28%) and social networks (15%). 

The social networks which are considered most trustworthy as sources of information are Facebook (27%), Twitter (19%), YouTube (17%) and Instagram (15%). However, 17% of Argentinians say they don’t trust any social media network, while only 1% of them fact check fake news on social media.

Most people verify their information via official sources, or do a quick Google search. So being present on both as a thought-leading company is the best way to present oneself as a reliable and trustworthy voice in the region.

We asked Latin Americans what kind of people they trusted the most.The greatest rejection of influencers as bastions of truth came from Argentina, where 23% of respondents said they don’t trust them at all, and 41% trust them very little. 

But who do Argentinians trust? Well, if you’re looking to do business in the country, you may want to partner with scientists (trusted by 42% of respondents), or journalists (47%). 

Argentina seems to be taking steps in the right direction towards gender equality. In late 2020, the country’s Commission for Women and Diversities approved a bill on gender equality in the media (both public and private) and other communication platforms, believed to be the first of its kind in the world.

The Equity Law – designed to represent the voices of diverse groups as a redressing of historical faults in the media, such as victim blaming – outlines a requirement for 50/50 parity between men and women, and further establishes a quota of 1% for transvestite, trans, and intersex people.

According to the Public Defender’s Office, Argentina already has more ‘gender editors’ than any other Latin American country, including in traditional media outlets like Clarín, TN, and the Télam public media agency.

While not many media platforms are specifically dedicated to people with disabilities in Argentina, those that do exist have a comprehensive output, publishing general interest information and addressing contemporary social issues.

Messaging around inclusion raises awareness of the importance of valuing and respecting people for their diversity, and promotes the full integration of people with disabilities. Some media outlets promote self-management and personal development for members of disadvantaged groups. Others tackle questions of human rights, security, and gender equality from a broader perspective.

One thing Argentina shares with other Latin American countries is the importance of both digital marketing strategies and more traditional media relations to obtain the best results in the region. 

Link building

The Internet is considered to be the most reliable source of information by Argentinians, so link building should definitely be considered as a strategy by PR agencies in the country. 

Link building involves sharing content that contains a link to your website on more renowned websites which are valued by Google, and fulfil all the metrics required by the search engine. This strategy means that not only more people, but also Google, can visit your page to see whether you are giving your visitors the best experience possible.

Social media

As we have seen, Argentina has unique social media consumption habits. Social networks are not generally considered to be trustworthy sources of information by Argentinians, and neither are influencers. Facebook, Twitter and YouTube are probably your best bets for social media marketing campaigns; and instead of influencers, consider using scientists and journalists as spokespeople for your brand.

SEO for e-commerce

Think of Google as a huge shopping mall full of stores – these are e-commerce stores, and each one needs to display the information which their clients need, in order to provide an optimal shopping experience. This information includes:

• Items ordered by category;
• Images and videos of real-life products;
• Reviews of products from previous buyers;
• Product descriptions;
• Prices, payment gateways and shipping options;
• Available sizes;
• Fast-loading pages;
• Quick and considerate customer service;
• A brief and snappy home page.
• Keywords, so people can find your business easily. 

To find out more about SEO for E-commerce, visit our dedicated page.

Whether you are a consumer brand, business services provider or a disruptive tech start-up, Sherlock Communications – a PR agency with a presence in Argentina and other Latin American countries – offers an award-winning team that blends local knowledge and contacts with decades of experience in Marketing and Public Relations.