Budweiser launched this mobile marketing campaign in Argentina in a wonderful effort to generate awareness about the dangers of drunk driving. The campaign, called “Termina bien la noche, escanea este codigo” (“End the night well, scan this code”), had simple but quite effective mechanics. Budweiser handed out coasters with a QR code at the bars, clubs and restaurants where their line of beers was sold to be given to their patrons when they ordered a Bud.
Mobile Marketing Campaign Budweiser Argentina
Once the code was scanned with the smartphone, the application enabled access to a radio taxi service located near to the Budweiser consumer. One of the pillars of this mobile marketing campaign was where it took place: the exact moment where people have to become aware of the dangers of drunk driving.
mobile marketing campaign against drunk driving
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https://hispanic-marketing.com/wp-content/uploads/2012/12/Bud_app_big.jpg260640Havi Goffanhttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngHavi Goffan2012-12-11 21:50:162018-03-26 23:58:03Mobile Marketing Campaign against Drunk Driving
Innovation comes in many forms and sometimes it comes in the form of smart apps. And when these smart apps are able to deliver loyalty, customer satisfaction, brand awareness and increased revenues, we have a winning combo.
Smart Marketing Campaign
Evian is now selling its product direct to consumers with an online delivery service. This device can be posted to your fridge and allows you to order more Evian through tapping the screen.Evian is offering customers a very special kind of fridge magnet, a Wi-Fi-equipped system that enables them to order a fresh ration of Evian mineral water just as soon as supplies begin to run low. All you have to do is sign up online, receive the “magnet” et voila!
The delivery is free of charge and the smart apps enable you to choose the order quantity, the different flavors preferred and the frequency of delivery, if the customer want a regular delivery.
Pretty smart apps and I am certain we will see more companies doing this.
How do these smart apps work?
The smart apps flow is depicted in the graphics below:
A growing number of U.S. online retailers and consumer brand manufacturers are taking that challenge on by setting up shop and selling online in Latin America.
It wasn’t quite the same as graduating from the e-commerce school of hard knocks, but after six years of trial and error Tradercom USA Inc. has learned some valuable lessons about what works—and what doesn’t—in selling online in Latin America.
In 2006, Tradercom CEO Federico Torres set out to build an online retailing business in Latin America from a base in the U.S. To carve out a niche in Latin America’s growing business-to-consumer e-commerce market, which eMarketer estimates will grow about 110% from $29.70 billion in 2011 to $62.42 billion in 2016, Tradercom had ambitious plans to build a web store in multiple countries and offer steep discounts on well-known American products such as Fossil watches and Weber grills that are not always available through merchants in Latin America.
Latin America E-Commerce – Selling Online to Latin America
But selling online in a foreign country is never easy, especially in Latin America, a fast-growing and still-developing e-commerce arena where U.S. merchants face several substantial barriers to entry, including big tariffs and government red tape, sketchy local delivery options, and plenty of cultural differences. “There is a huge opportunity for U.S. web merchants such as us to develop a significant e-commerce business in Latin America, but there are significant challenges that we had to work our way through.” Torres says. “It took us a long time, lots of patience and a willingness to always try a new approach to build up a steady base of shoppers.”
Today Tradercom is an established and growing online retailing company. The e-retailer carries a web inventory of about 100,000 SKUs and sells online in Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru and Venezuela. Sales for the web-only retailer are on track to reach $8 million in 2012, double its 2011 sales.
Tradercom is one of a growing number of U.S. online retailers and consumer brand manufacturers setting up shop and selling online in Latin America. The market already includes 25 U.S. companies ranked in the Top 300 Latin America, which in 2011 had combined web sales of $1.43 billion, up 32.4% from $1.08 billion in the prior year.
And more North American online retailers are seriously eyeing Latin America for a new international opportunity or expanding their existing base of operations. For example Apple Inc. (No. 11), which has been selling computer hardware online in Latin America for several years, in December 2011 launched an iTunes store with a catalog of 20 million song titles for Brazil and 15 other countries in Latin America.
Consumers in Latin America also are big fans of mobile commerce and social media, and looking to conveniently shop online for the products they can’t find in local stores, says Kent Allen, principal and founder of The Research Trust, a San Francisco-based e-commerce and retailing industry research firm with clients in the U.S. and Latin America. “There’s only a handful of global e-commerce markets left where there are still lots of ground-floor opportunities to be the next category-killer web store, hot niche player or even the next Amazon, and that’s Latin America,” Allen says. “E-commerce in Brazil, Mexico and other parts of the region are still in an early growth stage and that’s attracting the attention of lots of U.S. merchants.”
Source: Internet Retailer
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https://hispanic-marketing.com/wp-content/uploads/2012/08/latin-america-e-commerce.jpg184300Havi Goffanhttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngHavi Goffan2012-08-14 19:49:162018-03-29 01:30:35Selling online from North America to Latin America
If the consumer won’t come to the supermarket, then the supermarket must go to the consumer
Digital marketing strategies in consumer marketing
Tesco Home plus is South Korea’s number 2 supermarket chain but it has recently become number one in online sales thanks to a very original and clever virtual marketing strategy. Tesco Home plus is very close to surpassing his largest competitor, E-Mart, and without having to open new stores. Tesco’s sales grew 130% thanks to the increase of 76% of registered users in the online supermarket.
Digital Market Strategies and the Future of Consumer Marketing – How Tesco became number 1 in online sales and is quickly reaching number one in sales in the country both online and off-line.
How did they do it? First, they did their due diligence as good marketers: they studied their consumers. This is how they reached the conclusion that South Koreans dislike having to go to the supermarkets to do their shopping. They knew that this is a technologically advanced and savvy consumer. This is a country where children do not carry books to school but PCs, tablets and smartphones. Thus, the campaign had to leverage off the daily use of these mobile devices and it had to make weekly supermarket shopping, a pleasurable experience.
Therefore, they placed ads on the main subway and metro stations resembling supermarket shelves. Each product with its QR code, thus tying it to the physical product. All consumers had to do was to scan the QR codes they wanted, review their shopping basket and pay for them all with their smartphone or mobile device. The products are delivered to their home right away.
Were they able to turn the weekly supermarket shopping into a fun and enjoyable experience? Let’s watch the video:
Digital Marketing Strategies in Consumer Marketing: Can we do this in the U.S.?
On one hand, 21% of Americans ages 13 and older use smartphones and they are accustomed to shopping online. Nielsen reported that slightly more males than females are getting smartphones (53% versus 47%) which is what we would expect for technical early adopter products. In terms of demographics, Hispanic Americans and Asians are slightly more likely to have a smartphone than what their share of population would indicate, which is a trend we see in the adoption of other mobile data services. While smartphones started out in the business segment, two-third of today’s buyers of smartphones are personal users.
On the other hand, not that many cities in the U.S. have a transportation system with high traffic of smartphone users.
Maybe this strategy could be implemented New York city’s subway and see how it fares. Or better yet, move it to the airports, where travelers returning from a trip could easily “pick something up” on their way home.
by Claudia “Havi” Goffan
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https://hispanic-marketing.com/wp-content/uploads/2011/09/Digital-Marketing-Strategies-What’s-Next-in-Consumer-Marketing.jpg545736Havi Goffanhttps://hispanic-marketing.com/wp-content/uploads/2014/09/targetlatino-enfold-logo1.pngHavi Goffan2011-09-26 14:03:132020-08-27 16:10:32Digital Marketing Strategies: What’s Next in Consumer Marketing
Location-aware ads guide mobile users to advertised merchant locations, reaching engagement levels of over 11%.
Location-based advertising is a new form of advertising that integrates mobile advertising with location-based services. The technology is used to pinpoint consumers location and provide location-specific advertisements on their mobile devices.
According to Bruner and Kumar (2007), “Location-based advertising refers to marketer-controlled information specially tailored for the place where users access an advertising medium” (Wikipedia)
The location aware ads campaign results exemplify the power of location when combined with search. LocationPoint is the way to reach consumers when they’re in a mindset to buy. Photo courtesy of Rotorhead
Location aware ads debut on Poynt location-aware apps
NAVTEQ’s announced the results of its first hyper-local ad campaign targeting millions of users of the Poynt application. Poynt is a convenient and timesaving GPS-enabled application that connects consumers to local businesses, people, restaurants, movie theaters and gas prices at the moment they want to buy or acquire products or services.
In a series of highly-targeted campaigns, NAVTEQ LocationPoint delivered location- and contextually-aware ads to Poynt users actively conducting related searches.
The maiden campaign featured location aware ads for gas stations and restaurant brands all over the United States. All four campaigns performed three to five times better than the industry average* click-through rate (CTR) of .49 with an average CTR of 2.68% across campaigns. Post-click user engagement ranged from 4.49% to as high as 11.25%, depending on advertiser.
The campaign results exemplify the power of location aware ads when combined with search. Definitely, this is the way to reach consumers with intent to buy.
“The combination of location and contextual search proved extremely effective in this series of campaigns,” said Osis, CEO, Poynt Corporation. “The results underscore the value to our users as well as to potential advertisers.”
LocationPoint from NAVTEQ is a location-based mobile advertising network that delivers location aware ads to smartphone users when they’re in the proximity to go, buy and shop at advertised merchants. These location-aware ads guide users to advertised merchant locations. Brand advertisers can reach a large-scale audience, actively engage consumers near points of purchase and route them their advertised brands and merchants. They can also obtain metrics that measure return on investment.
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