The Argentinian market is sizeable and has a decent level of digital maturity, making it very attractive to businesses wanting to expand internationally. This guide will explore how best to approach digital marketing in Argentina. From reading this guide, you will learn the current digital landscape in the country, including internet penetration rates, online trends and behaviours, device usage, and the dominant search engines and social networks. You will also learn about the complexities of language and culture in Argentina and what this means in terms of digital marketing. Finally, you will learn how to approach e-commerce in order to achieve success in Argentina.
Table of contents
- Introduction
- The typical Argentinian internet user
- Device usage in Argentina
- Search engine marketing in Argentina
- Social media marketing in Argentina
- The local culture and language in Argentina
- E-commerce in Argentina
- Conclusion
Introduction
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.
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.
It also has a decent level of digital maturity, with some room for continued growth. As of August 2024, Argentina has a population of 46.1 million people. Of these people, around 89% are currently online.
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.
However, it can be challenging to enter a new market. Never fear, this guide is here to shed light on how best to harness the power of digital marketing to succeed in Argentina.
The typical Argentinian internet user
Let’s begin by looking at who exactly the typical internet user is in Argentina.
There is a fairly equal gender split, with 89.4% of males being internet users, along with 89% of females.
The table below shows internet usage by age group in Argentina. As you can see, there are high levels of internet usage all the way up to the age of 74, with this then dropping off significantly over the age of 75:
There are slight variations in internet usage rates across different regions of Argentina, as illustrated in the graph below. As you can see, the highest rates of internet usage are seen in Patagonia (92.9%), whereas the lowest rates of internet usage are seen in the Northeast of the country (86.6%):
The typical Argentinian internet user spends 8 hours and 41 minutes online every day. So, what are these people doing online? Research by Meltwater and We Are Social found that the top three reasons Argentinian users gave for using the internet were: finding information, researching how to do things, and accessing and listening to music.
Let’s briefly turn our attention to some key concerns of Argentinian internet users. Online privacy is important to this group. According to recent research, 42% of Argentinian internet users worry about how companies might use their online data, 32% decline cookies on websites, 27% use ad blocking tools, and 17% use a VPN to access the internet.
Device usage in Argentina
As of July 2024, 63% of internet traffic in Argentina comes from mobile phones, 36% comes from desktop computers, and 1% comes from tablets.
This means that it is extremely important to have a mobile-friendly website to meet the demands of internet users and provide them with a positive user experience when interacting with your brand and website. Mobile-friendliness is also an increasingly crucial ranking factor for search engines, so not optimising your website for mobile will prove detrimental to your organic traffic.
Given the dominance of mobile, it should come as no surprise that apps are popular in Argentina. During 2023, people in Argentina collectively downloaded around 1.8 billion apps. These app users clocked up an annual spend of USD 191 million on apps and in-app purchases, up 17% on the previous year. The popularity of apps presents a big opportunity for brands wanting to target the Argentinian market. If you create an app, make sure to localise the language, especially if you are B2C. Make sure your app functions correctly and is valuable for users, otherwise your brand might suffer not only from poor return-on-investment but also negative reviews.
Internet speeds are around the global average on broadband, but slower than the global average on mobile. As of July 2024, Argentina ranks 62nd in the world for fixed broadband speed, with a median speed of 86.34 MB per second. It ranks 72nd for mobile internet speed, with a median speed of 33.32 MB per second.
Given the variable internet speeds in the country, it is crucial to optimise your website for speed. If your website is too heavy and loads too slowly, this will result in higher bounce rates, meaning you could lose potential customers before they even have a chance to see what you have to offer. Google’s PageSpeed Insights tool is very useful for diagnosing any speed problems with your website and suggesting what you can do to make it faster.
Search engine marketing in Argentina
As of July 2024, Google is the most popular search engine in Argentina, with a market share of 95%. Bing comes in second place with 3%, followed by Yahoo with 1%.
Google is therefore the search engine that you must focus your SEO and PPC efforts on. If you want more in-depth information on how to succeed at search marketing on Google, we have this guide to on-page optimisation for Google and this guide to search and display advertising on Google.
However, be aware that 27% of Argentinian internet users use an ad blocking tool. This means you do not want to rely completely on search advertising. Your organic SEO and content marketing efforts must also be given the attention they deserve in order to reach those internet users who have turned on an ad blocker.
Preparing your website for Argentina
Check that your geotargeting is correctly set up for your Argentinian website. This will vary depending on how you structure your domains, but you are likely to need hreflang tags correctly implemented to ensure that your Argentina-targeted pages rank above your other country pages.
You should also check your website speed from within Argentina, and if the loading speed is slow, consider hosting your website on a local server. You do not want to go through all the effort of creating, designing and localising your website, just to have those efforts undone by poor loading speeds and high bounce rates as a result.
Make sure you have all the following information on your Argentinian website – opening hours, availability, reviews, locations and prices – as these are all common things that Argentinians look for on companies’ websites.
If you sell products on your website, make sure to display prices in the local currency, use local weights and measurements, and accept local online payment methods.
And finally, make a point of creating and displaying local content, telling stories that are relatable and relevant to the local audience. This also includes the visuals and photos that accompany your written content.
Social media marketing in Argentina
Social media is popular in Argentina. Research by Meltwater and We Are Social found that amongst its sample of Argentinian internet users, 77% were social media users. The average internet user spends 3 hours and 4 minutes on social media every day and uses an average of 7 social platforms every month. The most common reasons for using social media are keeping in touch with friends and family, reading news stories and filling spare time.
So, where are Argentinian social media users spending their time? As you can see in the graph below, WhatsApp is the most popular social platform in Argentina, followed by Instagram, Facebook, TikTok and Facebook Messenger. All these platforms are used by more than half of all Argentinian internet users every month.
With 77% of Argentinian internet users being social media users, it is vitally important for brands to have a social media presence when targeting Argentina. Indeed, recent research has found that 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. You should use social media to communicate and engage with potential customers, and it is also a useful way of understanding and getting to know your target audience. You should aim to create content that triggers emotions in users by offering real value or a real connection with your brand. Although you will obviously need to post localised content on your Argentinian social media accounts that caters to your audience in the country, your social media strategy will not differ significantly for Argentina compared to how you do it for other countries. For example:
- WhatsApp is a hugely popular messaging platform and could be used by your brand as a way of providing customer service. Depending on your sector, customers may welcome this as a convenient way to communicate with your business and ask you questions.
- Instagram is a great platform for B2C brands to be on, particularly if your products are in a visually-appealing sector such as fashion, design, cosmetics or travel. The way the platform is used in Argentina is very similar to other countries in the world, and the advertising options remain the same – but naturally, you would need to create a localised account that caters to your audience in the country and is relevant to them. We have an in-depth guide to marketing on Instagram, if you want more detailed information about this.
- Facebook is a great platform to be on if you are a B2C brand. By posting regular, engaging content, you have a huge opportunity to engage with potential clients and drive sales. Not only that, but Facebook’s highly specific targeting capabilities mean that you can use Facebook advertising to reach new users who fit your target audience profile perfectly. We have an in-depth guide to advertising on Facebook, if you want more detailed information about this.
- TikTok is particularly good if you are a B2C brand with a product you can show off on video. Popular industries on this short-form video platform include education, sport, fashion, beauty, food and drinks, entertainment, technology and more.
- Facebook Messenger can be used to support your Facebook marketing efforts. You can use it as a communication channel to message your prospective customers. It is also possible to run ads in Facebook Messenger, which will appear in the Chats tab of the user’s Facebook Messenger app. When a user taps on an ad, they are shown a call-to-action of your choosing, which could take them to your website, your app, or start a chat with your company within Facebook Messenger.
Of course, you do not need to be on every social media platform; you only need to be where your audience is. Research your industry and your audience before entering the market, see what platforms they prefer and prioritise them. Bear in mind that your audience will most likely be present on multiple platforms and interact with you across all of them, but they will not want to see the same things from you on all of them. Your content strategy should take into consideration both who your audience is and where they are interacting with you.
The local culture and language in Argentina
Culture
When entering any new market, it is very important to be aware of the local culture and to adapt your marketing collateral appropriately. One way you can examine the Argentinian culture is through the lens of Hofstede’s cultural dimensions.
Argentina has a score of 49 for power distance, placing it around the middle of the spectrum. This means that:
- Whilst social hierarchies do exist, they are not extremely strict and people lower down in the hierarchy nevertheless still expect to have a voice.
- When doing B2B marketing in Argentina, you should therefore target numerous personas – both senior and junior – as this will cover the multiple perspectives that may be taken into account during the decision-making process.
Argentina has a score of 51 for individualism, placing it around the middle of the spectrum. This means that:
- Argentina shares some features with both individualist and collectivist societies.
- People see themselves as individuals, but also place value on being a member of a social in-group. They value both their own personal wellbeing, and the wellbeing of their in-group.
- You may therefore want to use a mix of marketing messaging, to appeal to both individualist and collectivist values.
- Talk about how your product or service can personally benefit the customer as an individual, as well as how it can benefit wider society.
Argentina has a score of 56 for motivation towards achievement and success, placing it around the middle of the spectrum, although slightly on the more motivated side. This means that:
- People tend to be driven by a desire to be successful – i.e. to be the best at what they do.
- You should therefore emphasise how your product or service can help the customer become more successful.
- Status symbols are important, so if applicable, you may want to promote your products or services in this way.
Argentina has a very high score of 86 for uncertainty avoidance. This means that:
- People are extremely uncomfortable with uncertainty.
- They want to see specific statements about products and services, rather than vague generalisations.
- They want to know in-depth about your product features, and for this reason product demos are popular.
- Explain your offerings in terms of their detailed processes, not their vague potential results.
Argentina has a fairly low score of 29 for long-term orientation. This means that:
- People are more focused on the present and the past than on the future.
- Change is viewed with caution, and traditions are seen as important.
- People and businesses tend to measure success in the short-term.
- You should therefore focus on how your product or service can help them in the short-term.
- Do not focus on long-term benefits, as that is not relatable. Instead, focus on how your product or service can help them get quick, instant results.
Argentina has a fairly high score of 62 for indulgence. This means that:
- Argentina is quite an indulgent society.
- Value is placed on leisure time, gratification of one’s desires, and personal enjoyment.
- Do not be afraid to make bold or exciting statements that emphasise how your product or service can help the customer enjoy themselves.
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.
You should also be aware that Argentinians are quite price sensitive and tend to focus on cheaper products. You should therefore make sure to frequently do sales and special offers, as these are an effective method of attracting Argentinian shoppers.
Language
Whilst the EF English Proficiency Index ranks Argentina as having “high” English proficiency, it is still preferable to create content in the local language, rather than English, if possible – particularly if you are a B2C brand. Using English could give the impression that you do not really care about the market, since you cannot be bothered to communicate with them in their language, which could give a poor impression of your brand.
The language you should use when targeting Argentina is Argentinian Spanish (also known as Rioplatense Spanish). Spanish is a Romance language. It uses the Latin alphabet, is written from left to right and has 27 letters (all 26 letters of the English alphabet, plus ñ), with some letters being written with diacritical marks. It has two grammatical genders (masculine and feminine).
The variety of Spanish used in Argentina has some grammar and terminology differences compared to the versions 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. To illustrate this, the table below contains some examples of differences between the varieties of Spanish used in Spain and Argentina:
A distinctive feature of Argentinian Spanish is the “voseo” – addressing the audience using “vos” (formal you) instead of “tú” (informal you) for the second person singular. There are also some differences in the use of verb tenses that are specific to Argentina, which might sound strange to speakers of other varieties of Spanish.
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.
Be aware that people in Argentina will think poorly of you if you have mistakes in your written Argentinian Spanish content. If your content contains linguistic errors or if a translation does not make sense, your brand image could be damaged, with the poor-quality content gaining you a reputation as an unprofessional company.
You should also be aware that the Spanish language is on average 20% longer than English. This is because, to express the same idea, you often need to use more words in Spanish compared to English. Therefore, be prepared to provide guidance on character limits and the space available for content on your webpage, and be conscious of how this can have an impact on things like your calls-to-action and product descriptions.
Speaking of calls-to-action, do not directly translate your calls-to-action from English, as a direct translation is unlikely to resonate and work well in Argentina. Instead, do some research to find out which calls-to-action are commonly used online in Argentina in your sector.
Another area of digital marketing that is impacted by the Spanish language is dynamic keyword insertion. Spanish does not always take dynamic keyword insertion kindly, due to grammatical gender issues. Dynamic keyword insertion puts you at risk of producing copy that is faulty and off-putting. If you must use dynamic keyword insertion, make sure to use several templates to adapt to as many cases as possible and limit errors.
It is also important to think about your keywords. Keywords should never be translated; instead, you should always conduct local keyword research. This is because a translation will probably not produce keywords that have the most impact in the target market. Only fresh keyword research conducted by a native speaker will reveal the best keywords to target. The video below explains in six minutes why you should never translate keywords:
When it comes to targeting keywords in your PPC campaigns, you might have a bit of doubt when it comes to diacritics, of which Spanish has a few (á, é, í, ñ, ó, ú, ü). Of course, when it comes to your content, you should always use them and make sure they are used correctly. But when deciding which keywords to target in your paid advertising campaigns, you may want to target keywords in their diacritic and non-diacritic forms. Many times, Spanish-speaking users will make their search queries without any diacritics just to save time, so if you do not target these keywords, you might be losing some valuable search volume.
E-commerce in Argentina
E-commerce still has plenty of growth ahead of it. 32% of Argentinians have made a purchase using a mobile phone or the internet in the past year. In 2023, online B2C sales were worth the equivalent of around USD 28 billion annually.
According to a study by Meltwater and We Are Social, the e-commerce categories which saw the highest levels of growth in 2023 compared to 2022 were: tobacco products with a year-on-year growth rate of 35%; fashion (spending up 26%); household essentials (up 23%); furniture (up 20%); electronics (up 13%); beauty and personal care (up 6%); over-the-counter pharmaceuticals (up 4%); toys and hobby (up 3%); and luxury goods (up 3%). All other categories saw a decrease in spending. Food saw the biggest reduction in spending, with spending falling 7% compared to the previous year, followed by beverages (spending down 5%), DIY and hardware (down 4%), physical media (down 4%) and eyewear (down 2%).
The main drivers of online purchases are key indicators as to what Argentinian users value most when making their online purchasing decisions, giving you an opportunity to understand what is best to highlight in your marketing collateral and calls-to-action, so that you can convert leads into customers. Free delivery is the top driver of online purchasing behaviour in Argentina, with 59% saying this would encourage them to buy. This is followed by next-day delivery with 44% and a simple online checkout process with 40%.
Looking at e-commerce payment methods, credit cards are the most popular option, accounting for 35% of online purchases in 2023. Digital wallets come in second place, accounting for 31% of online purchases, followed by debit cards (18%) and account-to-account payments (10%). It would therefore be wise to offer multiple payment options when targeting the Argentinian market – particularly credit cards, digital wallets and debit cards – since all these payment methods have significant popularity.
Another important thing to remember is to ensure you are selling in the correct currency: Argentine pesos ($ or ARS). This may sound obvious, but you would be surprised how many businesses see poor results simply because they have neglected to localise the currency on their website.
When creating your price labels, be aware that Argentina is one of the countries that uses the comma as a decimal separator, and not the point. Furthermore, the comma is not used as a thousand separator; instead, groups of digits are typically separated by a point. This is the opposite of how numbers are written in English-speaking countries. The bullet points below illustrate this by demonstrating how to write one hundred thousand pesos. When targeting Argentina, make sure that your prices follow the Argentinian standard, to ensure clarity.
- In English: $100,000.00
- In Argentinian: $100.000,00
Alternatively, you could sell your products on an e-commerce marketplace. The most popular e-commerce marketplace in Argentina is Mercado Libre. Frávega comes in second place, followed by Carrefour and Amazon. If you want to sell your items on an online marketplace, Mercado Libre should therefore be your first choice when targeting Argentina. Mercado Libre has a similar setup to Amazon, where brands can create their own online shop and sell items through the platform.
Once you have sold a product, you still need to get it to the customer. The most popular e-commerce delivery method in Argentina is home delivery, so it would be wise to offer this delivery option (if applicable).
Be aware that there are seasonal fluctuations in the Argentinian e-commerce calendar, when people are more likely to buy. The biggest online sales that take place in Argentina are: Hot Sale (taking place in May), Black Friday and Cyber Monday. Make sure you tap into this seasonality when selling your products and coming up with your marketing materials.
Conclusion
The Argentinian market is one that is both sizeable and has a decent level of digital maturity, as well as being one of the wealthiest markets in Latin America. It is a promising and vibrant market that rightfully draws the attention of an increasing number of global brands. We hope this guide has given you a good starting point from which to build your Argentinian success story. If you localise your strategy effectively, your digital marketing and business expansion efforts in the country have the potential to go far. Good luck!
To learn more about digital marketing in Argentina, click here.