Marketing in LATAM: The consumer revolution challenging brands

 

Amidst a constantly changing environment, Colombian companies are transforming their marketing approach to meet the new demands of consumers. These consumers, increasingly digital, informed, and discerning, are driving an evolution in the discipline, which now goes beyond mere sales. Brands are striving to connect, personalize, automate, and take clear stances on social issues.

Marketing Challenges.

To understand how marketing teams are responding to this landscape, HubSpot, the CRM platform, published its report “The Marketing Vision for 2025.”

The study, based on responses from 500 marketing professionals in Latin America and 125 from Colombia, reveals the priorities, tools, challenges, and trends that will shape Colombian marketing this year.

One of the most significant findings in the report is the three main challenges faced by brands.

First, the lack of technological integration, as only 27% of respondents have their data fully integrated, and 26% are facing compatibility issues with existing systems.

Second, the digital talent gap: 35% deem it urgent to train their teams in new technologies, while 26% identify a steep learning curve as a challenge.

Finally, changing consumer behavior presents new hurdles, as 56% of marketing professionals say customers are sharing fewer data, while 42% report difficulties in understanding them due to limited available information.

Artificial Intelligence and Automation.

The study also highlights that 71% of respondents are already using artificial intelligence (AI) tools in their strategies, especially for personalization, audience segmentation, task automation, and data analysis.

Camilo Clavijo, HubSpot’s Country Manager for Latin America, explains:

“Artificial intelligence has become a strategic ally for modern marketing. Its adoption in Colombia is facilitating a more meaningful connection between brands and consumers.”

This technological boost comes alongside an increase in marketing investment. 62% of respondents report a rise in their budgets for 2025 compared to the previous year. The primary areas of focus are innovation, technology, digital content, and analytical solutions.

Personalization as a Key Strategy.

Regarding personalization, the report emphasizes that it has become a cornerstone of marketing in Colombia.

64% of professionals claim to have significantly improved the customer experience through this strategy. Personalization goes beyond simply inserting a user’s name in an email: it involves creating content, recommendations, and messages tailored to each consumer’s interests, behaviors, and needs.

This is achieved through the analysis of data such as browsing history, past purchases, demographics, and previous interactions with the brand. Moreover, the integration with AI tools allows for automating many of these experiences in real time, enabling dynamic campaigns that respond to user actions.

According to Clavijo:

“Today, personalization is about anticipating the customer’s desires and delivering value at every touchpoint.”

The report also highlights how digital channels reflect this evolution. TikTok (70.3%) and Instagram (71.51%) are the social networks yielding the quickest results for brands in Colombia, while YouTube (46.9%) remains a key platform for audiovisual content.

Additionally, short-form video has become the most effective format, with 60.3% of respondents indicating it provides the highest return in the shortest time.

Social Stances and Sustainability.

Finally, the study underscores that 67% of marketing professionals recognize that consumers expect brands to take clear stances on social and environmental issues.

Sustainability, ethics, and transparency are gaining importance as key factors in building trust and loyalty between brands and their customers.

Thus, Colombian marketing must not only become smarter but also more human. The Marketing Vision for 2025 offers an accurate snapshot of how the local industry is evolving in a dynamic, technological, and customer-centric environment.

The report is now available for free download.