Digital Marketing and the Use of EmailBy Daniel González | Wed, 07/29/2020 - 14:24
Social distancing, teleworking and confinements enforced by many governments around the world have changed the routines of thousands of companies that have focused on digital performance to continue growing during the COVID-19 pandemic. According to HubSpot, the number of emails associated with marketing campaigns increased in Mexico by 153 percent during the month of May, well above those sent in the same period in Argentina and Brazil, the other two major markets analyzed by the consulting firm. In addition, Hubspot reports that other tools such as social networks or chatbots have also increased their presence during those months.
In Mexico, 87 percent of companies have a website and 75 percent have said they want to continue investing in their product´s digital development. It is precisely digitalization considered one of the necessary steps for Mexico to reach its growth objectives in the next decade. This goes in accordance to a study published by McKinsey in early 2020, which specifies that the complete digitization of Mexico´s productive fabric could increase its GDP by 15 percent. To reach this number, according to the consulting firm, it is necessary to attract companies that want to establish in Mexico, something that can be achieved through bureaucratic and even tax incentives. “If what Mexico wants is to attract more companiesthe processes must be streamlined, offering greater facilities even in fiscal matters,” Abdulkader Lama, Leader in Digitalization in the Middle East for McKinsey, told Forbes.
In its report State of Marketing Mexico 2020, Hubspot, a developer and marketer of software products based in Cambridge, Massachusetts, has also analyzed the use of email in times of COVID-19. In June the use of email had increased by 12 percent globally, while it increased 18 percent in Latin America.
Email, one of the oldest tools on the Internet, has regained its position in the market in an environment in which the personalization of content has become one of the keys not only to retain customers but also to attract them. Social networks play an indispensable role here. In Mexico, Facebook remains the king of marketing with a 23 percent market share, followed by Instagram with 19 percent and YouTube with 17 percent. However, other platforms, such as TikTok, have not stopped growing since the beginning of 2020.