In the world, the pandemic and the events that occur every day have modified the way in which consumers buy, which opens a window of opportunities for companies to consolidate new marketing strategies in channels that do not regularly appear, for example , in e-commerce.
In the results of Mercado Libre 2020 Internal Data LATAM Q4-2020 , it is stated that in Latin America 133,000 million active users were observed, 12,000 million unique sellers, 649,000 items were delivered and 1.5 billion clicks were given in promoted ads, which shows the importance of how the positioning of brands and products is achieved through Mercado Libre.
According to Juan Lavista, LATAM Marketing & Insights Head at Mercado Ads, through the analysis of e-commerce, such as the one carried out by Mercado Libre, it is possible to know the purchasing preferences of consumers and other trends that allow companies to focus their marketing tactics.
In this way, e-commerce is strengthened, since it not only represents a point of sale, but also is an opportunity beyond traditional marketing, for brands to be exposed and positioned in a context where the consumer enters willing to buy in the online channel.
For Juan Lavista, we are in the golden age of e-commerce and this should be used by companies to position themselves in the market, since in electronic commerce advertising grew 30 times faster than the digital industry, according to the WARC.
But, how to achieve the positioning of a brand in e-commerce. The specialist says that companies must observe trends, what consumers are looking for, where they are buying, what brands they prefer, how much they spend, and even how they make their payments. This will help you to know where it is best to invest to generate an advertising strategy that hits the mark.
For this, it is necessary to know, first of all, the profile of the audiences: where they live, are they buyers or sellers, what products interest them, what is their lifestyle, if they are athletes, gamers , millennials , adventurers or lovers of technology . Keep in mind that these people who are connected already have a buying mentality, so it will be easier to retain their attention.
Nowadays people need to be informed and being at home has allowed us to be online for longer, so digital channels are the perfect space to show what a company has and position its brands.
Through the studies carried out by Mercado Ads through its Insights team, it has valuable information that shows consumer preferences and allows brands, agencies and sellers to make decisions based on data.
E-commerce has grown exponentially in all categories, mainly in 2020. The report Mercado Libre LATAM Internal data / 2020 vs. 2019 , reveals that the Health and medical equipment category increased 285%; Food and consumer products increased 184%; Home,
furniture and garden increased 150%; Tools and construction grew 127%; Beauty and personal care, 96%; Clothing and Accessories, 94%; Computation increased 86%; Cell phones and telephony, 55%; while Accessories for vehicles, grew 52%.
Another relevant data in the E-commerce Trends study, carried out by Mercado Libre, is the percentage of new buyers, which during 2020 registered an increase of more than 60% compared to 2019, and six out of 10 new buyers made acquisitions again hereby.
In 2020, the percentage of new buyers in Latin America increased: in Clothing and Accessories it rose 14%; Vehicle Accessories, 10%; Home and garden furniture 10%; Cell Phones and Telephony 7%; Sports and fitness 7%; Beauty and personal care 6%; Computation 5%; Consumer Products and Food 5%; Games and toys 4% and Tools and construction 4%, stated Juan Lavista.
The important thing here will be where and how to develop the strategies that lead a brand to position itself, so it is a new ally to discover these new paths and strategies, by taking advantage of the data collected in the reports it carries out.
