CIBERLUNES was the theme of the second installment of the IAB Learning Session conferences, in which executives of the Chamber of the Digital Economy of Uruguay (CEDU) spoke about the strategies to consolidate as the main e-Commerce event in Uruguay.
As reported by Ivanna Rocha, manager of CEDU, the last edition of CIBERLUNES, held in the last week of May, had more than 454,000 visits to the website ciberlunes.uy and exceeded 730,000 clicks on the more than 80 participating brands, demonstrating exponential growth since the emergence of this commercial event in December 2014.
At the same time, he highlighted the recognition that the event has, since, according to data from the pollster Factum, 49% of the adult population considers that Cyber Monday is the best commercial date to make purchases and 28% bought in the May edition.
"We are proud to say that the CIBERLUNES campaign is the most important digital commerce campaign in the country," said Rocha at the beginning of the conference entitled Marketing for e-commerce, which was organized by the Uruguayan Interactive Advertising Bureau (IAB) and attended by dozens of spectators.
Every year more and more companies join CIBERLUNES, helping to promote e-commerce, one of the pillars of CEDU. In 2014 there were 17 firms that were encouraged to explore this new initiative, the consolidation of the commercial event led to more than 80 participating companies in the first edition of 2020.
For Andrés Marrero, also a member of CEDU, the coronavirus pandemic (COVID-19) was an "unexpected sponsor", since the physical distancing measures encouraged users' desire to buy from home and receive the products at home. It was precisely this concept that was used for the advertising campaign.
"In response to the recommendations of the authorities due to the health emergency, we focused on the idea of buying and receiving at home, without having to go out," said the head of the advertising agency Cardinal, which is in charge of the CIBERLUNES campaign.
In turn, he indicated that the last edition "left the bar very high", due to the number of users who clicked on the web and the increase in sales. According to Rocha, in May's CIBERLUNES there was a 23% increase in new buyers compared to June 2019, who were buying online for the first time in this event.
Since its creation so that "Uruguay would not be left out of the map" of e-commerce, until the completion of 12 editions, CIBERLUNES has been consolidated, showing the interest of users and companies, and "marking the field" of the market.
Finally, Marrero also referred to the marketing strategies that have been implemented over the years and how "disruptive, striking, short and explosive" campaigns have an impact on consumers and that generates value for the positioning of CIBERLUNES.
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