Latin Interactive World: Carretilla’s digital strategy
The strategy of the food brand Carretilla, a Group IAN company, is based on "developing new digital media and new communication channels through word of mouth efforts aimed at bloggers, and through brand loyalty campaigns on social networks," according to Marketing Director Susana Fernandez. “Online advertising is increasingly important in today's society because it allows greater interactivity with the consumer," she adds.
Susana Fernandez of Carretilla assures us that for every one of the company’s promotional activities, "our databases increase approximately 20% when the usual result of such efforts is usually 5-8%.” In addition, the company has posted "a CTR of 0.3 and a LEAD conversion rate of over 60%.”
Online advertising in Spain accounts for approximately 11% of the country’s total advertising pie. This increase has been boosted by Spain’s current economic crisis, which has had an especially strong effect on off-line advertising. As a result, the share of online advertising in Spain is much higher than that of online media in the U.S. Hispanic and Latin America markets, and the country’s digital marketing practices are now impacting these markets.
A significant number of SMEs and large Spanish companies are depending openly on online marketing, taking advantage of the boom in interactive media, blogs and social networks, keeping in mind the increasing trend in mobile marketing. In fact, companies are pursuing interesting digital marketing strategies, clearly integrating them into their overall plans.
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