Nearshore digital marketing, run in your hours.

A nearshore marketing team works from a neighboring country, during your business day, inside your ad platforms, email tool and analytics. For US companies the two strongest locations are Mexico and Colombia, and the clock is the main reason.

Mexico’s time-zone law, published in October 2022, ended daylight saving time for most of the country. Mexico City, Guadalajara and Monterrey stay on UTC-6 all year, which matches US Central in winter and Mountain in summer. Some northern border areas keep a different schedule.

Colombia stays on UTC-5 all year, matching US Eastern in winter and Central in summer. A marketer in either country is online while your team is, so a question asked at 10 a.m. gets answered before lunch.

Sources: Mexico, Ley de los Husos Horarios (Cámara de Diputados) · Colombia legal time, Instituto Nacional de Metrología

Some marketing work runs on decisions, not instructions. When the next step depends on a conversation with you, the team needs to be awake when you are. That usually covers:

Paid accounts reward attention. A campaign spending ahead of plan by mid-morning, a search term eating budget or an offer that sold out all need a call on the same day.

With a nearshore team, that call happens in a short message thread during your hours. The marketer flags the issue, you or your sales lead decide and the change is live before the afternoon spend. Waiting a night for an offshore handoff would cost a full day of budget.

This page is about where that work runs. If you want a partner to plan and run paid media as a full service, see our paid media page.

Teams in Mexico and Colombia write in Spanish as a first language and work in English with your staff. That suits brands selling to Spanish-speaking customers in the US or expanding into Mexico.

A translated ad rarely lands like one written for the person reading it. Spanish also varies by country, so a campaign aimed at Mexico should be written or reviewed by someone who uses Mexican Spanish every day. For US Latino audiences, agree upfront which register and vocabulary the brand uses.

Shared hours help here as well. Cultural questions about an image, a phrase or a holiday tie-in get settled in a call instead of a week of comments.

The team works inside your accounts; it doesn’t hold them. Put these rules in writing before anyone logs in:

US advertising rules apply to your campaigns wherever the team sits. Two come up most often in outsourced work.

The FTC’s Endorsement Guides, revised in 2023, say that influencers and reviewers must clearly disclose any material connection to your brand, such as payment or free product. If the team coordinates creators or uses testimonials, the disclosure rules belong in the brief.

For email, the CAN-SPAM Act requires accurate headers and subject lines, a valid postal address and opt-outs honored within 10 business days. The FTC says both the brand promoted and the company sending the email may be held responsible, so you can’t hand that risk to a vendor.

Sources: FTC, Endorsement Guides: What People Are Asking · FTC, CAN-SPAM Act: A Compliance Guide for Business

Many marketing teams use more than one model for different parts of the work. Here’s how the three compare.

Nearshore isn’t the answer for every marketing task. Offshore usually wins when the work is high volume, fully specified and doesn’t need your input to finish.

Think of fifty ad variants built from an approved master, a weekly report filled from a template or UTM links checked against a naming rule. If nobody on your side needs to answer questions during the work, the shared hours you pay for matter less.

Many companies split it: nearshore for decisions and Spanish-language work, offshore for production that can run overnight.

Start with one or two channels where you know there’s a gap, not the whole plan. Here’s the sequence we’d use.

OTRO manages marketing teams in Mexico and Colombia under one contract and one set of reports. Mexico is the base for our digital marketing service, and Colombia adds a second option on Eastern-friendly hours. Content and design work often sit alongside the campaigns, with their own pages below.