How to target Latin America?

8 replies
Me and some friends have idea of creating a webshop, but one of the questions we are looking for answer on is how to target people in Latin America. From my understanding fewer people have access to internet there. So an alternative could be to use sms. Where it works like this: a customer can recommend a product to his friends using sms. here not sure about the process between sending sms and customer buy. Can I just rely on customer go on the internet and buy it or should we rely on paying using mobile phone? In the beginning we have limited funding.
#america #latin #target
  • Profile picture of the author jamesfreddyc
    SMS delivery rates for LatAm countries can be problematic. Also, research sms rates/plans for consumers --- it may not be like in the US where most plans are unlimited data, text, mins, etc...
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  • Profile picture of the author ddev
    Sms may not be a good option:

    los operadores han lanzado el Servicio de Denuncias de Spam de la GSMA (Spam Reporting Service) con el que los usuarios pueden reenviar mensajes de texto a *SPAM (*7726). Los mensajes se añaden | Latin America

    (Maybe you need to translate it).

    I would consider FB (for multiple reasons). If you use FB ads, clicks can be cheaper than T1 clicks (not to mention that you can use FB ads to target online spenders) and some latam countries have an average income per capita that's not bad.

    You could use Expatistan as a reference.

    Example:

    Montevideo is 18% cheaper than Miami. Cost of Living Aug 2014.

    (Remember, this is to consider just as a reference).

    And the benefit of social networks is that some latam have large numbers of active users (
    http://www.socialmediatoday.com/cont...-latin-america), so if you can apply a viral strategy, you could get some good results.

    Best Regards,

    Diego.
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  • Profile picture of the author Dennis Ray
    Facebook would probably be your best bet. That way you have allot of control and could break it down into countries and even cities if necessary to improve your results.
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  • Profile picture of the author themikerogers
    If you do targeted advertising on Facebook to Latin American countries than you'll be reaching the customers that can afford to use your services as they have internet access.
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    • Profile picture of the author greenowl123
      Originally Posted by themikerogers View Post

      If you do targeted advertising on Facebook to Latin American countries than you'll be reaching the customers that can afford to use your services as they have internet access.
      For the most part, you have the right idea, but...

      Internet access is also available in large Latin American cities (and small ones) by going to a "cafe internet" and paying the equivalent of around $1 per hour for internet access. Lots of lower income people still go to these places to access the internet and check their e-mail and fiddle around on Facebook, etc.

      So the fact that someone has access to the internet, does not always mean that they have money or can afford to buy things online (or even have credit cards to make purchases online).

      Having said that, these days more and more people are joining the ranks of the middle class in many Latin American countries and it is much more common (in 2014 as opposed to 2004) for people to have computers in their homes, have smart phones, have credit cards, etc.
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  • Profile picture of the author ddev
    Tip: Remember that you can use FB ads to target people who spend money online (no matter where they connect from - airport, internet cafe etc).
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    • Profile picture of the author greenowl123
      Originally Posted by ddev View Post

      Tip: Remember that you can use FB ads to target people who spend money online (no matter where they connect from - airport, internet cafe etc).
      Very good share, thanks !

      Most people (including myself) probably are not aware of just how much they can use demographics and advertise to the most targeted people on FB.
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