Digital Acquisition Strategy

After several months of testing in Anicam Colombia to determine which campaign settings generate the best advertising results and conversion rates for registrations and sales in the store, it was found that the best campaigns for generating tangible results are those with conversion objectives, both in Google Ads and Facebook Ads.

Another fundamental factor for maintaining commercial growth is to retain customers who created accounts several months or years ago and continue to use the service. In Casillero Virtual 4-72, 90% of monthly shipments are made by accounts that were not created in the last year. To do this, a thorough commercial analysis must be carried out to identify customers who sent the most in the past but have stopped doing so in the last 3 months. These customers must be reactivated by organizing a call campaign or sending mass messages via WhatsApp.

Remarketing strategies are also crucial for turning website visitors into users and users into customers. It is suggested to implement remarketing at different levels depending on the level of investment available. The efforts that work best are as follows:

• Remarketing of educational videos for Facebook or Instagram users who have seen advertising videos on social media.

• Remarketing via WhatsApp to all users who created accounts but have not yet made a shipment with their virtual mailbox (have not pre-alerted for the first time).

• Remarketing with a conversion objective (account creation) to people who have been on the website in the last 30 days.

• Remarketing by phone to all users with a created account but who have not yet made their first shipment.