Closing its cycle of webinars 2020, the Chamber of the Digital Economy of Uruguay (CEDU) presented a videoconference with recommendations for a better management of the budget for digital advertising and the aspects to take into account when choosing which platform to invest in.
The talk was given by Alejandro Camargo, who works as Senior Manager E-Commerce of the men's clothing company Harrington. Camargo explained that, after the management of the company for which you work resolves the budget to be allocated for digital advertising, the first step is to determine how the money will be distributed, knowing if you intend to continue with the commercial strategy of the business or establish a new one for e-Commerce. He also stressed the importance of knowing how much you want to sell through the web: more, less or the same as in physical stores.
The specialist said that there is a lot of theoretical information on what investment should be made for digital trade, but that it is based on multiple aspects and mostly reflect realities of other regions such as the United States and the European Union. "Uruguay has its own reality. You should not work too much with theory and rely on your own strategy," he said.
To determine where to invest in digital advertising, Camargo said it is important to consider what type of business is being developed, what is the behavior of users and know the target audience.
"Not everything is Facebook and Google," said the specialist. While these are the most developed platforms with the largest audience, there are others that can be better adjusted to the target audience of the business. In addition, he stressed the importance of using statistical websites to better understand users and their behavior.
Camargo differentiated three types of e-Commerce audiences: those that have a certain interest (sports, music, entertainment, etc.), those that are managed with a certain behavior (shopping times, visits, etc.) and those that are known through the companies' databases. "These are high-value audiences because they have a defined behavior, which allows us to better identify them," he said.
On the other hand, he noted that it is important to conduct campaigns to mark presence in the digital world, which will allow users to remember the brand. "We must know where I am in the minds of consumers to know where my audience is and that will allow us to save on advertising," he said.
Finally, Camargo said that a study should be made of the economic reality of the country and know which sectors of society may be most affected by factors such as inflation or wage reduction, among others, as this will allow to know the behavior of consumers.
In this way, CEDU closed its third training cycle, which will have a new instance in 2021. All lectures are available on the YouTube channel of the chamber https://www.youtube.com/channel/UCnAmlBELH0REWgf-TwdXriA.
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