Optimize Reach

One year ago, backed by lavish capital investments, online retailers in Latin America were purchasing tens of millions of dollars in advertising across traditional media and the Internet. Today, with just a fraction of last year’s marketing funds, they must strike a delicate balance between two critical imperatives: greater efficiency and sustained growth. Unlike their counterparts in more mature markets such as the US, online retailers in Latin America will see tenfold growth in their pool of prospective customers over the next six years. Long-term viability in this high-stakes competitive landscape will require strategic allocation of very limited marketing resources.