Breaking down Cyber ​​Day: key results and strategies to boost your next digital marketing campaigns

Breaking down Cyber ​​Day: key results and strategies to boost your next digital marketing campaigns
Breaking down Cyber ​​Day: key results and strategies to boost your next digital marketing campaigns

From IPG Mediabrands Chile, they shared insights about the final results of the last edition of Cyber ​​Day, which left future lessons for upcoming ecommerce events in our country.

The recent Cyber ​​Day 2024, held between June 3 and 5, marked a milestone in the history of electronic commerce in Chile, reaching sales of $470 billion pesos, which represents a growth of 9% compared to the event. 2023. The report prepared by the Research & Analytics department of IPG Mediabrands Chile provided us with valuable information and lessons for future digital marketing campaigns.

Online shopping concept. vector illustration

This year’s event exceeded expectations in terms of sales and also stood out for the wide range of brands and consumers. With the participation of 777 brands and 737 ecommerce companies, in addition to 40 foundations, Cyber ​​Day 2024 also saw the incorporation of 70 new sites. The most popular categories during the event included footwear and accessories, home, apparel, health and beauty, sports and outdoor, and technology.

Regarding these results, Juan Pablo Cortes, Ecommerce & Experience Lead, Kinesso Chile comments that, “The results of this cyber reinforce the growing importance of the digital channel in the market. We see a strong increase in categories typically sold in person such as supermarkets and pharmacies, and they are expected to continue growing year over year.”

During the three days of the event, 54 million transactions were made and more than 100 million visits to participating websites, resulting in a total of 170,000 purchases valued at approximately US $17 million. The hours with the highest purchasing volume were from 10:00 AM to 12:00 PM and from 9:00 PM to 11:00 PM.

The analysis of purchasing trends revealed that the sectors with the greatest growth compared to the last Cyber ​​Day were food and fast food delivery, with an increase of 35%, supermarkets with 31%, pharmacies with 24%, and tourism with 20%.

Regarding the importance of knowing the target audience, Andrea Poblete, Head of Performance at Kinesso, assures that, “Working with the customer base is crucial, since there is no time for awareness; everything focuses on conversion. Therefore, it is essential to communicate with customers who already know the brand and products. Furthermore, impacting consumers at the right time and channel, with a multichannel and segmented strategy, drives good results”.

Regarding the ages of the consumers, the report from the Research & Analytics department of IPG Mediabrands Chile, showed that 60% of the visitors to the page and derived sites were women, predominantly in the age range of 25 to 30 years. In addition, visitors came from the Metropolitan, Valparaíso, Biobío and Antofagasta regions, with Ñuble standing out for a 41% growth in visits compared to the previous year. This event provided several important lessons for future digital marketing campaigns. Accurate market segmentation is essential, as understanding the profile of consumers allows companies to create more effective campaigns. Additionally, preparation for high traffic is crucial; Optimizing websites to handle crashes in visits and transactions is vital to avoid crashes and improve user experience.

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