The covid crisis forced companies to accelerate the digital transformation process they had been experiencing, forcing the implementation of new business strategies that, far from disappearing when the pandemic passes, will remain and be reinforced.
Crib economy, geolocalization, digital shopping... are terms that have always existed in the language spoken by marketing, sales and business strategy experts, but in recent months, such terms have once again echoed, and with great force, in the business strategy discussions of practically all companies in the world.
With the accelerated arrival of the new commercial reality, consumers no longer divide the world between the physical and the digital, since now the purchasing processes are a constant succession that combines both aspects.
Due to the transformation of consumer habits that had been occurring since before the covid-19 crisis and that has now accelerated, companies are focusing on understanding how people decide on the purchases they make.
Does it make sense to keep doing surveys to evaluate, for example, the ranking of a brand, when all the real, honest, and unbiased information can be inferred from people's behavior on the Internet?
"... Traditionally, when teachers or business people needed data, they commissioned surveys. They obtained data in an orderly fashion, either in figures or in boxes marked on questionnaires.
With the reduction of advertising budgets, companies must invest in advertising on social networks, which must be complemented by organic traffic derived from content created on digital platforms.
The outbreak of covid-19 transformed the ways in which Central American consumers behave, as quarantines and measures of restriction and social isolation decreed by governments, generated abrupt changes in purchasing habits and product search.
In most Central American countries, vehicles are the main merchandise traded through web platforms.
According to the Guatemalan Exporters Association (Agexport), according to the OLX marketing website in Guatemala, El Salvador, Costa Rica and Panama, vehicles are the most published product category.
Reality check: converting customers doesn’t just happen by accident. These days, B2B marketers need to proactively engineer the buyer’s journey.
Your ability to convert strangers into qualified leads often hinges on your ability to “light up” where you want people to go next as you nurture them from Point A to Point B.
But doing so now is easier said than done.
Added to the small level of influence that social networks have on consumer purchasing decisions there is also the ever latent danger posed by situations where communication can seriously damage the company's image.
According to a recent survey by Gallup Inc. published by The Wall Street Journal "... a clear majority of Americans say that social media has no effect on their purchasing decisions.
Today, marketing has taken on a complexity that can not be solved by the traditional 4Ps: product, price, place and promotion.
An article by Antonio Jimenez in Elfinancierocr.com shines a light on an issue which before the globalized economy and the digital revolution was solved with the concepts of product, price, place and promotion.
Jimenez reminds us that "Merchandising is the final link in a commercial process, which of course, begins with the creation of a tangible or intangible good."
How CMOs with capacity to adapt to change thrive while traditional ones fail.
Why some CMOs are better than others in adapting to the digital age?
The summary of many discussions with some of the most successful marketing executives indicated that in order to achieve success against change and uncertainty in the digital revolution, the main thing is to be willing to part with obsolete practices.
A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.
Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.
It is estimated that by 2012, the number of Europeans who regularly use the Internet will overtake newspaper readers (in fact, it already has among those under 34 years). Equally rapid is the change in the roles which both channels play in the lives of readers. Europeans who read print and online use the Internet more frequently, allowing them access to more content and information and allows them to enjoy many of the main qualities of traditional newspapers and magazines.
A modern marketing manager must not only worry for building brand value, as it must also be killed in digital communication and have comprehensive knowledge of the industry.
Future marketing managers will have to speak the same language as the rest of their organization, to be able to understand how their actions fit in a larger whole.
Marketing managers must view the company from a CEO’s point of view, establishing effective communication with salesmen and the other areas of the company, to develop the best possible marketing plans, in an environment of constant change where those with agility and speed of change will prevail.
The first quarter century of our lives is a clear frontier in how we behave, and must be taken into consideration when designing advertising campaigns.
A study by Retrevo, which attempted to establish if Social Networks can become addictive, also confirmed large differences between people under and over 25 on how they relate with general media and social media.
After a tough 2009, the advertising industry prepares for a challenging 2010.
Print media is collapsing in many regions of the world; telecommunications companies face the challenge of high demand for data by intelligent phones; connectivity has brought people closer to each others. This situation creates new market niches to cater the attention of potential customers.
Press Releases, Events and Trainings are published and disseminated at no cost in CentralAmericaData.COM.
As of Monday, May 11, 2009, CentralAmericaData.COM, the website dedicated to Central American business, economics and finance has made a free communication system for the dissemination of press releases, event notification and capacity trainings available to businesses in the region.
It is no longer just advertising. Marketing managers must operate in an integrated manner and demonstrate return on investment for every dollar they spend.
Many examples are showing that one of the first budgets to be trimmed in these times of crisis, is marketing. Against this backdrop, the emphasis is on continue communicating with clients and not abandoning efforts in this area.
Beverage Industry Digital Magazine established in 1942, the oldest Spanish trade journal and the only beverage trade magazine serving the Latin American beverage market. It serves soft drink bottlers, brewers, bottled water...