The technological revolution, social networks and the development of new technologies has generated companies to ask themselves questions such as What is the Digital Marketing? How do I succeed in impacting my target audience?
The Digital Marketing is a virtual tool that allows reaching a specific segment of people and offers you possibilities to improve interaction with customers, optimize marketing processes and work in real time. “The marketing is no longer about what you know how to produce, but of the stories you know how to tell” Seth Godin.
The companies that belong to the agricultural sector are not alien to the impact generated by the consumers digitalization, so they must use efforts to adapt to the environment and the needs of their target. Understanding digital marketing not only as a tool to reach target audiences, but also to generate an added value for the brands through content and interaction with consumers.
The presence of Colombian companies in social networks is increasing, as in the percentage invested in online advertising that according IAB figures in 2017, advertising investment in the country was of 22%.
The creation of cross – cutting strategies in the digital field it´s essential, given that they allow for an greater impact as well as generating a brand recall.
Here we share a case of success of a campaign realized by Avocados From México.
Before the launch of its advertising campaign launch in the Super Bowl in 2018, the company created an interactive application called Guac World that represents a world where everything revolved around the guacamole and where the people could interact with social networks in the game, generating that this transcended from a video game and became an additional strategy for its positioning in social networks.
The results obtained with this strategy during the Super Bowl where the next:
-10 million of reproductions of the commercial presented in the event.
–1 million of visits to the web site.
-1 millón de visitas a su sitio web.
-4.5 million of impressions, that are the web site views with an announcement or advertising banner.
-2.5 million people had access to the Snapchat filters with avocados, this is an Smartphone application that allows you sharing images and videos with friends and create contents in real time.
Likewise, just as Digital Marketing has good results also they are some challenges that must be taking into account. Here we will mention three of the main challenges mentioned by Stephan Loerke, CEO of the World Association of Advisors in an interview realized for the Colombian newspaper El Portafolio.
Three Digital Marketing challenges:
Transparency, the publication of false information about the competence is a behavior that should not be allowed on the social networks because it affects the image and reputation of companies. El fraude, se calcula que este aspecto en el mundo digital publicitario se encuentra entre el 10% y 30%, por lo que se convierte en la segunda fuente de ingreso para criminales.
Fraud, it´s estimated that this aspect in the digital advertising world is between 10% and 30%, so it becomes the second source of income for criminals.
Data privacy, here is necessary for the person to be aware of the places where he enters on the internet and the date he supplies to the platform. In the future an express and regulated consent will be needed by the person to the use of this information.
To learn more about marketing and commercialization, attend the IX World Avocado Congress and learn from leaders as Emiliano Escobedo, Executive Director of the HAB (Hass Avocado Organization) and Álvaro Luque, CEO of Avocados From México. Assist and acquire your ticket here: http://bit.ly/worldavocadocongress