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Mexico 2017 | Brand building in a digital era

It’s well known that today, brands face an increasingly competitive market. They must  ght to be present and differentiate themselves to a consumer who is more demanding and overwhelmed by the number of similar brands that exist in the market.

Furthermore, when the selling proposition and content is almost the same, and the price doesn’t vary much, what motivates the consumer to make a purchase decision, or even better, to generate loyalty for its favorite brand?

 

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ATRICIA RAMÍREZ

General Manager,
Cohn & Wolfe
Patricia.Ramirez@cohnwolfe.com.mx

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ANA MARÍA MUIRRAGUI

Business Unit Director,
Cohn & Wolfe
Ana.Muirragui@cohnwolfe.com.mx


 

Patricia has a degree in advertising and public relationships with a specialty in marketing. During the past 15 years she has worked in the field of communications and public relations in areas such as: technology, healthcare, corporate and; consumer industry. She joined Cohn & Wolfe in 2008 and in 2014 she became General Director.

In her role she spans the business, focusing on strategy, creativity, and client services.

Ana studied Journalism and Communications at UNAM. She also studied additional courses in marketing

and organizational communication, as well as digital strategies at the ITAM and Technologic Monterrey Universities.

During the past 10 years she has worked in communications and public relations, supporting several corporate, consumer, luxury and tourism brands. She joined Cohn & Wolfe in 2009 as account supervisor, and in 2015 she became Business Unit Director.

It’s for this reason that brands are investing heavily in creating a much more aggressive marketing plan, in order to ensure the final result in the delicate “Moment of Truth”. This is the moment when the brands look the most appealing on the shelf, they are there, ready and waiting for the consumer to make their choice, reaching the decision to buy. This action represents the outcome of a battle waged through different and constant messages, in both traditional and digital media. And the outcome of that simple action is one of three possibilities for the brand and consumer’s relationship: falling in love, indifference or disappointment.

 

THE OPPORTUNITY

Thus, we must amplify the brand message; it’s the key to product recognition. Nowadays, communication tools such as e-commerce and social media are focused on stimulating the sale of products in more creative and integrated ways. They strive to amplify the message through actions, which lead consumers to different experiences at the point of purchase that they can share through a broad range of channels. According to the first study “Mobile Commerce in Mexico and the world - 2016”, conducted by the Mexican Association of Online Selling and IAB Mexico, 76% of mobile Internet users have made some purchase through mobile devices. (The three top categories of online shopping were clothing and accessories, digital downloads and entertainment). Quarterly spending per buyer increased 17% on average versus 2015, according to the e-commerce study by AMIPCI, and seven out of ten Mexican Internet users turned out to be digital buyers, according to purchase reports from May to July 2016.

México is a key country for e-commerce development in Latin America. According to information from Euromonitor International, in 2015, the volume of online sales in Latin America reached 59 billion dollars; Brazil had the highest contribution (42%), followed by México (18%), Argentina (12%), Chile (9%) and Colombia (5%).

 

WHAT IS HAPPENING WITH LUXURY BRANDS?

In Mexico, luxury brands face a dilemma in the form of the dollar vs. our currency. The main function of luxury stores is evolving beyond giving service in order to make the sale. They are prioritizing digital strategies, which have become a key pillar of brands in this sector, creating experiences that influence a buying decision and that encourage users to visit digital platforms to interact with the brand and generate more reach to achieve a final purchase.

 

The consumer experience is no longer limited to a good deal in the store. New generations are less attached to physical stores, and their interaction with the brands tends to occur through digital channels. Therefore, brands must generate emotional connections across multichannels, linked to tech application in both products and in-store, as in traditional sales systems.

 

THE CHALLENGE

The opportunity in Mexico is that those luxury brands that offer relevant digital experiences will become the perfect space to tell the story of the brand, through exclusive face-to-face digital experiences that captivate visually and allow “play” with brand products. These experiences must always maintain the sensation of luxury, through a fusion of fashion and technology via streaming screens, mirrors that project and interactive actions that – besides being attractive for the client – help to engage the consumer, taking him to the next stage of the buying funnel.

 

The digital channels and creativity that are present in communication and sales strategies, will be a unique showcase for luxury brands and an example of how a digitalization process can consolidate the brand within the luxury market. Not only increasing revenue, but generating greater brand loyalty with its consumers, involving them in brand experiences in which the consumer is the main character. Such moments can be shared within their circles of influence, thus maximizing the message.

 

Today, we must take advantage of digital platforms, especially the search engines, to generate leads and ultimately support brands to reach their sales targets. As long as consumers have choices, they will look for brands that fit their values and give them something to believe in, as well as the best quality.