More hours of television content, greater use of social networks and increased impact of "influencers" on people's decisions are some of the trends that have gained ground in the context of the health crisis and are expected to be reaffirmed in 2021.
Household quarantines imposed by governments to try to contain the spread of covid-19, forced people to stay in their homes longer, a phenomenon that changed the relationship of consumers with the media.
Placing the most essential products on the website, establishing partnerships with specialized companies to ensure the shipping and delivery of orders on time, are some of the tips for companies to develop e-commerce in the new business reality.
How to reach customers, implement or enhance the digital sales channel in this context of health crisis, are some of the issues that reveal today to many Central American companies.
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.
Personal care items, vehicle accessories, food and beverages are some of the products most demanded by consumers, who have migrated to digital platforms to make their purchases.
In the current scenario of confinement due to the health crisis in the region, consumers have disappeared from physical stores and have migrated to digital platforms to buy their products.
With the aim of strengthening the legal framework for electronic commerce and facilitating the management of certifications, the Electronic Commerce Association was created in Guatemala.
The new chamber will be able to affiliate all types of companies, and its main purposes are strengthening entrepreneurship, specialized training through certifications, and the promotion of rules and legal regulations for the sector.
The recent announcement of the construction of a Disney theme park in Costa Rica has been denied by the Disney Corporation itself.
EDITORIAL
The announcement by the mayor of the city of Liberia on a morning variety program was quickly replicated by various media outlets for a few hours after being denied not only by the Disney Corporation and by the supposed developer of the project, but even by the aforementioned mayor, who was not able to confirm the information.
Lawmakers voted so that no journalist, citizen or public official should again feel afraid of filing complaints of corruption.
It is no longer a crime to publicise and disseminate information of public interest, nor is collecting, copying and use of information by financial institutions supervised by Sugef.
From a press release from the Legislative Assembly of Costa Rica:
71% of consumers who buy online, return to buy again from the same vendor, whereas this percentage drops to 4% for purchases in physical stores.
An article in Peru-retail.com reviews the results of a study by the Spanish consultancy firm TNS, which highlights greater loyalty from online shoppers compared to traditional buyers.
"As a saving strategy, customers shopping in traditional establishments distribute their purchases over a larger number of establishments and increase purchasing frequency, which means, according to the consultant, there is an increase in the purchase of generic brands and less loyalty to establishments. Meanwhile, the virtual shopper has less diversity of businesses on the Internet and looks for a web service which is 'friendly' and 'agile' in order to facilitate their purchase. Once they find an online establishment that satisfies their expectations, they don’t tend to have much reason to change. "
After 56 years of history the weekly Costa Rican newspaper will continue to serve the interest of English speaking readers but only through its online edition.
From a publication on Ticotimes.net:
The story by now is well-known: Fifty-six years ago, a group of high school students at Costa Rica’s Lincoln School wanted to learn about journalism. So veteran U.S.
Offers made via digital media include discounts of up to 90% for a limited time period with a minimum number of buyers being stipulated in order for the sale to be confirmed.
Ten companies have been offering these services in Panama since 2008, moving about $10 million annually.
In 2009 spending on traditional media advertising grew by 18.5%. In 2010 it increased by only 2.1%, confirming that consumers have started to abandon ship.
Only television and radio appear to be safe from the unstoppable advance of digital media on consumer preference. Print media is suffering most from this change in trends.
As the global economy recovers, companies will invest more in advertising, especially in emerging markets, and the favored media will be Internet and TV.
Companies like ZenithOptimedia, GroupM and Magnaglobal estimate that Latin America will grow at a 26% rate, Eastern Europe at 31% and Asia-Pacific at 35%. Brazil is expected to grow 31% and China 51%.
Attracted by its effectiveness and how easy it is to measure the impact of advertising targeting markets, as well as its relative low cost, advertisers increasingly use digital media.
While traditional media continue to lead in advertising investment, in Guatemala the portion of the budget devoted to online media - websites, social media and mobile devices is growing, reaching about 10% of the total, noting that the country is following the trend of developed countries, where even the reign of television as the premier advertising medium is being challenged by the Internet.
Recognized Brazilian company of backhoe loaders, telescopic, articulated and other types of cranes looking for companies interested in representing the brand and distributing their machinery in Central America and Mexico. The company manufactures and sells telescopic,...
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