The health crisis, quarantines and social distancing measures in Central American countries, forced individuals and companies to accelerate the adoption of new technologies, which caused the digital to become the center of all interactions.
In this scenario of covid-19 propagation, companies have had to migrate to the digital at great speed. The digitalization plans that companies were planning to implement in a period of 1 to 3 years are now being implemented in a few weeks, according to an analysis called "The Digital Agenda: Opportunities for the Service Sector", prepared by the Market Intelligence Unit of the Guatemalan Export Association (Agexport).
Among the people who look for products and services available online in Central America, 20% try to buy electronic devices such as cell phones, video game consoles or cameras, 17% home and garden items, and 10% vehicles.
The interactive information system developed by CentralAmericaData monitors in real time the changes in consumer habits in all markets in the region, with fundamental information to understand the new commercial environment that has emerged in an accelerated manner.
Identifying and correcting failures in the logistics process of product delivery, while maintaining the satisfaction levels of their customers, who demand facilities to buy online, is the main challenge facing companies in the new commercial "normality".
The outbreak of covid-19 in Central America and the severe home quarantines decreed by the governments, caused the market to undergo deep changes and to be deeply and rapidly transformed, to the point of establishing a new commercial reality.
Restrictions on the movement of people test the ability of companies to survive, since in the new business reality it is not enough to have a website to market products, as customers demand effective sales and delivery systems.
In early April, when Guatemala was just beginning its quarantine due to the covid-19 outbreak and the government began banning the movement of people after 4 p.m., some customers reported that the online sales systems of the country's large fast food restaurant chains collapsed in the face of increased demand.
Less impulsive and more reasoned purchasing decisions and the search for product and supplier information on the Internet and social networks are some of the characteristics of consumers in the new business environment.
Given the spread of covid-19, health authorities in Central American countries have been forced to restrict the mobility of people and have chosen to close most commercial establishments.
The new commercial reality in which online shopping and changes in consumer habits have forced companies to rethink their sales strategies, so it is essential to understand how people behave in the digital environment.
The report "Internet in Central America", prepared by the Trade Intelligence Unit of CentralAmericaData, provides the most updated data on the presence of Internet users in the region, users by gender, educational level and other details. In addition to the behavior of the uses in each country and the channel where they connect.
Fostering innovation when selling or buying real estate is a need that real estate brokers in general have identified among their clients, which they seek to satisfy through digital sales platforms.
According to the vendors' experience, the advantage of digital platforms is that they have the ability to store large volumes of information in an orderly and detailed way, which can also be consulted by potential customers immediately.
Despite the popularity of "social media", videos and “rich media”, banners are still the workhorse of online advertising.
No matter your opinion or feelings on the issue, spending on standard online banner advertising will grow 11.4% during 2011, reaching $ 6,560 million and will continue rising to $ 8,630 million in 2014.
¿How to optimize the effectiveness of online banner advertising? Here are some tips:
The first thing to communicate is what we sell. Then, we must make sure our possible client knows who we are.
But it is important to tell this "About Us" in an attractive way for the reader.
Few things are usually as boring as the "About Us" or "About our company" section in a website. However, this is an unforgivable strategic error. Your site is yours, and it costs a lot of work, and must not go to waste, especially if it gives you the opportunity to present your company to potential customers, visitors and staff. Therefore, it is necessary to reassess the institutional section, as it is an important resource for internet advertising.
Internet usage in Latin America is rising steeply and consumer purchasing patterns are being ever more influenced by the web.
In an article on Altonivel.com.mx, Google's general manager for Latin America, Alexandre Hohagen, comments that, "it is true that e-commerce in the region has somewhat lagged behind in comparison with more developed countries but the gap is closing and today there is evidence of a multi-channel purchasing dynamic when acquiring products or services".
Companies should be constantly alert to feedback from consumers, since their preferences and needs can change at any time.
There are three keys to current, but ever changing, consumer behvior:
1. Continuing growth in the importance of mobile devices. "Consumers are demanding ever more ability to be everywhere at once, with multiple interacting devices providing ever more convenience".
In this new breed of marketing to the “4Ps” (product, placement, price, promotion) the following been added: flow, functionality, feedback and loyalty (“4Fs” in Spanish).
The Internet, new information management tools and methodologies, combined with globalization, are redefining the way products are marketed.
Cristina Vílchez, writing for Americaeconomia.com, comments that, “new tools are available for companies to use to reach customers.
Online media continues to gain ground on traditional media, by combining and offering a single product featuring the best of both.
The television industry understands that audiences are shifting towards the web as their main information source, not only at the expense of print media, but also of television.
Their strategy is also clear: they are joining the enemy, in order to reach their audiences also through the web.
Survey: What do you do during TV advertisements? 39% changes the channel, 37% speaks with someone in the room, and 34% surfs the Internet.
“Adding Internet to the advertising mix, in addition to other traditional media, contributes in increasing your reach. This is because Internet has now massive reach among consumers, and they mix it with print and radio.”