Tendencia Internet Marketing en Latinoamérica

LATIN AMERICA Executive Summary 2 Internet Usage in Mexico 3 Internet Usage in Latin America 4 Online Advertising in Mexico 5 Online Advertising in Latin America 6 eCommerce in Mexico 7 eCommerce in Latin America 8 Social Networking in Mexico 9 Social Networking in Latin America 10 Source of all statistics is eMarketer.

Executive Summary Internet Marketing in Latin America Remains Resilient to Economic Downturn With today’s global recession, the economic crunch is having an impact on overall advertising spend among businesses of all industry sectors. Though no form of marketing medium is completely recession‐proof, current trends indicate that Internet advertising is far more resilient during a challenging economy than other forms of media. Online advertising resilience is common within all regions around the world, but this report focuses specifically on the Latin American market. In the midst of today’s economic turmoil, marketers are allocating more of their advertising budgets toward this medium. According to eMarketer, the online population in Latin America is growing steadily, giving business owners the opportunity to reach a larger audience through the Internet, today’s fastest growing marketing channel. This Internet Marketing Trends Report is a brief synopsis of the current online activities, as well as the projected trends for the next few years. Specifically, it covers Internet user penetration, online advertising growth, eCommerce revenue growth and social networking advertising spend. Copyright © 2009 Research and Management Page 2 WSI Internet Marketing Trends Report

Internet Usage Increase in Internet Users in Mexico • In 2008, 27.4 million people in Mexico were online (one‐quarter of the total population) • In 2009, an expected 31.5 million people in Mexico will be Internet users (28.3% of the total population) • By 2010, 31.6% of the Mexico population will be online • Total Internet users in Mexico will reach 43 million in 2012, representing 37% of the total population Online Activities of Internet Users in Mexico • Millward Brown México conducted a study to learn what Mexico Internet users are doing online • The study found that 78% of Internet users in Mexico sent or read email between February and April of 2008, making it the most popular online activity • The second most common online activity is researching online (63% of Internet users) • 49% of respondents use the Web to chat online Copyright © 2009 Research and Management Page 3 WSI Internet Marketing Trends Report

Internet Usage Internet Users in Latin America • In 2008, there were 61.6 million monthly unique Internet users in Latin America • The majority of those users are located in Brazil (19.3 million) • Meanwhile Mexico has 11.8 million monthly unique users • Argentina has the third largest online population in the region with 8.4 million monthly unique users • Latin American Internet users spend an average of 28.6 hours a month online Online Activities of Latin American Internet Users • According to eMarketer, in 2008 77% of the Latin American online population use the Internet to communicate with others • 76% of respondents said they visit websites for news, information, entertainment, work or school • Downloading music, videos and graphics was the third most popular online activity among Latin American Internet users (28% of respondents) Copyright © 2009 Research and Management Page 4 WSI Internet Marketing Trends Report

Online Advertising Online Advertising Revenues Increase in Mexico • Online advertising revenues in Mexico increased by 70% in 2006 and 96% in 2007 • Total online advertising revenues reached MXN1 billion in 2007, almost doubling from 2006 • MXN732 million was from display ads while MXN270 million was from search Online Advertising Spend in Mexico By Industry • Several industries in Mexico increased their online advertising spending in 2007 • According to eMarketer, spending by businesses in the beverage industry increased the most (327%) • Businesses in the media industry increased by 215% and vertical portals by 154% • Meanwhile the industries that more than doubled their online ad spending were department stores and supermarkets and the textile, clothing and shoe industry Copyright © 2009 Research and Management Page 5 WSI Internet Marketing Trends Report

Online Advertising Advertising Spending Growth in Latin America • Advertising spending in Latin America will still grow in 2009 though the growth rate will slow down slightly • In 2008, advertising spending increased by 10% and in 2009 it will rise again by 7.1% • Ad spending growth will speed up in 2010 with an increase of 10.3% from 2009 Online Advertising Spending Increase in Latin America • Select countries of Latin America (Argentina, Brazil, Chile, Mexico and Venezuela) saw a steady increase in online ad spending each year • In 2008, $378 million was spent on online advertising in these countries • eMarketer projects that in 2009, $446 million will be spent advertising online • That number is expected to increase to $514 million in 2010 and $584 million in 2011 Copyright © 2009 Research and Management Page 6 WSI Internet Marketing Trends Report

eCommerce B2C eCommerce Sales Growth in Mexico • Over the past 2 years, B2C eCommerce sales in Mexico have more than doubled • In 2007, B2C eCommerce sales reached $955 million, a 78% increase over 2006 • eCommerce sales in Mexico climbed again in 2008 to $1.6 billion (70% increase from 2007) Mexico B2C eCommerce Sales by Product Category • The travel packages category was the top product category in terms of B2C eCommerce sales ($902) • Travel related categories (airline tickets and hotels) receive such a high share of B2C eCommerce sales because the average sales in those categories tend to be high themselves • Computers received the second highest B2C eCommerce sale ($655) Copyright © 2009 Research and Management Page 7 WSI Internet Marketing Trends Report

eCommerce Online Buyers in Select Countries in Latin America • Almost 80% of Internet users in Latin America made an online purchase between October and November 2007 • In Brazil, 87% of Internet users purchased online during that period • 77% of the online population in Chile are also online buyers • Close behind is Argentina with 74% of online buyers B2C eCommerce Sales Increase in Latin America • B2C eCommerce sales in Latin America has grown drastically between 2003‐2007 • In 2007, B2C eCommerce sales in Latin America reached $10.9 billion • Brazil saw the highest in B2C eCommerce sales with $4.9 billion • Mexico was second with $1.4 billion in B2C eCommerce sales in 2007 • eCommerce sales in Venezuela reached $821 million in 2007 Copyright © 2009 Research and Management Page 8

Social Networking Social Networking Site Users in Mexico • Recent statistics suggest that Internet users in Mexico are embracing Web 2.0 technologies • In September 2008, 73% of Internet users in Mexico were also social networking site users • This is an increase over the previous year when only 67.3% of the online population in Mexico used social networking sites Top Social Networking Sites Used in Mexico • hi5 is the most popular social networking site in Mexico, used by 58% of social network users • 34% of respondents use MySpace, making it the second most popular social networking site • Windows Live Spaces attracted 31% of respondents while Facebook was used by 23% of respondents • Less than 10% of respondents use Blogger and flickr Copyright © 2009 Research and Management Page 9 WSI Internet Marketing Trends Report

Social Networking Social Network Users in Select Countries in Latin America • Latin America is seeing a growth in social network usage • In 2007, 78% of Internet users in Latin America were also social networking site users • As of 2008, 87.2% of the total online population in Latin America used social networking sites • Brazil has the highest social networking usage in Latin America (85.3% in 2008) Social Network Ad Spend Increase in Latin America • According to eMarketer, online social network advertising spending in Latin America reached $9 million in 2008 • In 2009, $10 million will be spent advertising on social networking sites • eMarketer projects this number will jump to $15 million in 2010 • By 2011, online social network ad spend in Latin America will reach $18 million

“Now that the economy is challenged and we must look to maximize TABLE OF CONTENTS our advertising dollars, we can rely on our City Market 12 website to help us achieve our goals". Dr. David Mendoza, Orthodontist 14 ‐ Azaleta Ishmael‐Newry, Marketing Director, Joya del Pacifico Group 16 Bahamas Supermarkets Ltd. Seraphini Restaurant 18 “Thanks to WSI’s efforts, Johnson Equipment Mexico 19 the contacts we receive through our website helps us close more sales with several customers”. ‐ Marco Davila, Sales Manager, Johnson Equipment Company

Grocery Chains CITY MARKET GROCERY CHAIN CASE STUDY www.CityMarketBahamas.com Summary: Summary: City Market wanted an affordable, clean, organized site that clearly communicates their mission with customers. They wanted a solution within the confines of a budget. WSI’s ABOUT THE CLIENT customized website solution was created utilizing the V‐ System Verge 2.0 technology. Enhancements included 4 call‐ City Market outs, a text animation slogan and image slider enhancements. City Market is operated by The Bahamas Supermarkets Limited. They are the leading grocery chain in Goals and Challenges: Goals and Challenges: The Bahamas and an employer of choice, with approximately 750 The following general needs were identified: associates. They carry a wide range • Site updates in‐house or from anywhere on the globe of grocery products and general • An online presence that will provide valuable merchandise, and are also proud to information about the company’s products, specials and be involved in the local community. services incorporating an ease of navigation from the point of access to any page on the website • Highly visible logo present to promote company brand awareness • Distinctive promotion and presentation of the ABOUT THE CONSULTANT company’s products and services • Fully functional advertisements on website highlighting Eric & Vernita Lopez, The Bahamas all the company’s products and specials • Intranet (capability phase 2) Prior to running their WSI business, • Secure access to website Eric worked for Chase Manhattan • Newsletter Offshore Bank & Trust Company in • Store locator search capability The Bahamas and previously at Chemical Bank, as Vice President of Operations and Finance. Vernita was Objectives: Objectives: Manager at the Paradise Island Branch of the former Canadian To provide the client with an affordable online marketing Imperial Bank of Commerce (CIBC) in solution that would connect shoppers to current information The Bahamas. about City Markets’ products, services and community initiatives as well as providing them with a resource on healthy eating lifestyles. Additionally, through the use of email marketing, City Market’s customers would be able keep abreast with current prices and information. Contact Your WSI Consultant Today! Page 12

Grocery Chains CITY MARKET GROCERY CHAIN CASE STUDY www.CityMarketBahamas.com The Solution: The Solution: The Web solution that WSI delivered consisted of: • Online application to facilitate member sign‐ups HOME PAGE • Cyclic image • Text animation • Website administration training • Image slider on all internal pages to promote the products on each page Benefits to the Client: Benefits to the Client: The client was extremely delighted at the quality of the service provided and the face of their online business. The product exceeded their expectations. They were very pleased with the new online presence as it allows for both current and new customers to research their product offerings with ease. In fact, they were uploading specials every other day. Client Testimonial: Client Testimonial: INTERNAL PAGE "We have received lots of great compliments about the site. The site is a good marketing tool. Now that the economy is challenged and we must look to maximize our advertising dollars, we can rely on the site to help us achieve our goals. It was the expertise of the WSI team and our good working relationship that helped make it what it is today and we thank WSI again for all that you've done." ‐ Azaleta Ishmael‐ Newry, Marketing Director, Bahamas Supermarkets Ltd. Conclusion: Conclusion: City Markets is one of the largest food store chains in The Bahamas. They were very pleased with the work and signed up for site management services. The client saves a lot of money by uploading weekly specials to the site. Contact Your WSI Consultant Today! Page 13

Dentistry DR. DAVID MENDOZA ORTHODONTIST CASE SUDY www.Sonrie.com.sv Goals and Challenges: Goals and Challenges: Dr. David Mendoza’s first website was never finished because the person who was building his website left the job ABOUT THE CLIENT incomplete. He couldn’t make any changes on the content nor the pictures and he was completely unsatisfied. He contacted WSI to help design a new site and optimize the Dr. David Mendoza site, so he could be found in the search engines. The client is a local orthodontist, Summary: Summary: who needed a better Web presence. Dr. David Mendoza is a member of The client was looking for a better look and feel, a more various associations, such as the interactive website, where patients could fill out the forms American Association of they used to fill out in writing and colleagues could Orthodontists and American Lingual recommend customers to his office. What he really needed Orthodontics Association. He is also was the consulting part since he is very busy in his practice a certified provider of Invisalign. and hardly had time to write material. So he left that in the hands of WSI. The services WSI provided included: benching sites in his industry, designing his website’s structure, looking for quality ABOUT THE CONSULTANT content and the best pictures that could be used on his site. Carolina Miranda, El Salvador Objectives: Objectives: Carolina has been a WSI Consultant One of the main objectives was to save the work of the since September 2006. She has an administrative assistants who used to retype each patient’s associates degree in computer form. Now each patient can fill out the form and the science from the University of information will go into the database. Wisconsin, Richland Center, and a The second objective was to reach potential customers that bachelor's degree in business are looking for the client’s services, especially Salvadorians management from the Atlantic who live outside of the country and whose children live here. International University. They could find his website and send their children to his clinic. The client is interested in having a second phase to the Web solution and installing a credit card payment gateway, so people could pay through his website. Contact Your WSI Consultant Today! Page 14

Dentistry DR. DAVID MENDOZA ORTHODONTIST CASE SUDY www.Sonrie.com.sv The Solution: The Solution: WSI used the Perfect Internet Application (PIA) to deliver this solution. The site is fairly simple. The only complexity of the HOME PAGE site was the database because it has a lot of fields. Most of the pages are unlimited pages. Internet marketing services were provided after the site was launched. Benefits to the Client: Benefits to the Client: When the site was launched, the client was astonished. He was really happy with the job WSI had done and when WSI asked him at the end what he thought about the whole experience, he just said “Excellent work, I’m very happy!!!” The client has agreed that this site has met all his objectives. Results: Results: Dr. Mendoza's site ranks third on Google for the terms “Ortodoncista El Salvador” and “Ortodoncia El Salvador”. He was amazed when a month after launching his website, a INTERNAL PAGE colleague from Chile contacted him and referred a patient who was coming to live in El Salvador and needed to continue treatment. Conclusion: Conclusion: WSI recently launched an email marketing campaign for the client and right now, we are running a Facebook campaign, which is helping him promote his services. This has been effective because most of his customers are teenagers and they have been recommending his services to their friends on Facebook. Contact Your WSI Consultant Today! Page 15

Real Estate JOYA DEL PACIFICO GROUP CASE STUDY www.JoyaDelPacifico.com Goals and Challenges: Goals and Challenges: Joya del Pacifico was looking for investors to invest in their different real estate projects, such as condominiums and ABOUT THE CLIENT marina projects. In addition, the client wanted to increase their club memberships by using more effective marketing Joya del Pacifico Group techniques Joya del Pacifico Group is located in Summary: Summary: Costa del Sol Beach. They have projects available for all national and WSI proposed a Web solution that would consist of a unique foreign tourists. The projects are for look and feel for each of the client’s real estate projects. The investment purposes; they sell solution would allow for easy access to complete the forms beach homes, club memberships, for each project and one form for the group. As for the club land and stock sales for the whole memberships, WSI created a section on the site showcasing project condominiums and marina. every service the client offers. Objectives: Objectives: The objectives of the project in order of importance were: ABOUT THE CONSULTANTS • Sell land Edgar Sandoval & Alejandro Martinez, • Increase memberships of the club El Salvador • Sell beach houses Edgar and Alejandro became WSI • Sell apartments Consultants in 2007. Prior to WSI • Sell shareholder club memberships Alejandro was a sales and marketing • Increase the events of the club manager with 6 years of experience in • Have an Internet online booking system for the club a retread family company. Before WSI, Edgar was a quality director for The Solution: The Solution: the implementation of the quality management system in the same WSI choose to develop this solution using WSI Business Edge retread company. because the platform can be customized in almost every way, and WSI was able to tailor the look and feel of the platform for this project. WSI also conducted a paid search advertising, an SEO campaign and an email marketing program. Contact Your WSI Consultant Today! Page 16

Real Estate JOYA DEL PACIFICO GROUP INTERNET MARKETING CASE STUDY www.JoyaDelPacifico.com Internet Marketing Campaigns: Internet Marketing Campaigns: After the website was launched, WSI conducted a PPC campaign for the client to increase website traffic. We also HOME PAGE launched 12 ads directly leading to the different projects the client was working on. WSI then started conducting SEO for the client and have seen incredible results after just 20 days. The site started ranking in the 1st, 2nd, and 3rd positions because WSI optimized the home page and each project page plus the sponsor link. In addition to these search marketing strategies, WSI launched an email marketing campaign for the client that we manage for lead generation purposes every month. We also conduct other campaigns weekly to the club members with special promotions and discounts to drive more foot traffic to the client’s business. Benefits to the Client: Benefits to the Client: INTERNAL PAGE As a result of WSI’s PPC campaign, the client’s website went from receiving 4 visits daily to 40‐50 targeted website visits daily. In combination with WSI’s SEO efforts, the new site receives about 75‐90 visits per day in total. The client is very happy with his new website, but most importantly, they are thrilled that WSI generates about 20‐25 prospects for them on a monthly basis, strictly from the Web. Conclusion: Conclusion: It is very important for business owners to use all the tools of Internet marketing in order to make a Web solution really effective for their business. Contact Your WSI Consultant Today! Page 17

Restaurant SERAPHINI ITALIAN RESTAURANT CASE STUDY Goals and Challenges: Goals and Challenges: www.Seraphini.com.br Seraphini wanted to develop a website to promote their new restaurant, which opened in September 2008. WSI benchmarked the client’s main competitors, and based on this SCREENSHOT information, we worked on the graphic design and Web development to ensure the client’s restaurant stood out. Objectives: Objectives: The main objective was to promote the restaurant. WSI developed a website that reflected the sophistication of their restaurant and their dishes and to show their visitors comments made by experts on the Imprensa (press) page. The Solution: The Solution: For this client, WSI chose the WSI Business Edge solution because of its flexibility, ease of use and familiarity with the platform. Since it was a very simple project, the website is composed of content pages, a media gallery and map modules, which are included in the technology. ABOUT THE CONSULTANTS Results: This franchise consists of 2 partners. Prior to WSI, Waldemar Antonaccio Within 3 weeks of launching the site, it had over 2,300 visits was a mechanical engineer with and 1,812 unique visitors, which helped generate over 30 previous management experience in reservations per day! The client is very happy with the new Heavy Machine and Equipment and website and the compliments they receive. They are also very former VP for Latin America of a impressed with WSI’s work and the way WSI handled the medium sized American company. project in order to launch it within 10 days. Rubens Kim was a business administrator with previous Conclusion: Conclusion: experience in HR and has worked in the Internet / eCommerce industry. WSI Business Edge is an amazing solution that can be applied to all businesses, regardless of size, industry or objectives. Its simple administrative interface allows for easy site maintenance and the platform offers a wide variety of tools. Contact Your WSI Consultant Today! Page 18

Dock Equipment Manufacturer JOHNSON EQUIPMENT MEXICO INTERNET MARKETING CASE STUDY www.JohnsonEquipment.com.mx Goals and Challenges: Goals and Challenges: Johnson Equipment Company needed to expand their operations to the Latin market and started a branch operations office in Monterrey, Mexico in 2005. ABOUT THE CLIENT They started with a basic Web page and some salesmen Johnson Equipment Company distributed within the country, but they needed a way to effectively promote their new operations in Mexico. Johnson Equipment is the largest loading dock, industrial door and in‐plant lift specialist in the United Objectives: Objectives: States. In Mexico, Johnson Equipment started a new branch The main objectives were to start with a basic website, a sales force and a promotional campaign to be the motor of the office back in 2005. Since then, promotional strategy in Mexico. they have made a large distribution system within the country. Summary: Summary: WSI provided the client with a basic Web solution to start the strategy. The solution was designed according to the corporate image and according to their products, while ABOUT THE CONSULTANT showing concordance with the products of their home office plant in the United States. Alberto Ferreiro, Monterrey, Mexico WSI’s goal was to help Johnson Equipment with an integrated Alberto is from Monterrey, Mexico strategy to help the company promote their products within and has been operating his WSI the Mexican market and to achieve a good return on business since 2005. He is currently investment. the WSI Area Rep for Northern Mexico and works closely with The Solution: The Solution: Consultants in the region to provide training events and workshops. WSI delivered a solution using the Small Business Express. At Alberto is a Certified Google the time, WSI’s goal was to start with two Internet marketing AdWords Individual with more than campaigns for their two mail products, loading docks and 4 years of experience. industrial ventilators. For this, we started two pay‐per‐click campaigns with Google. Contact Your WSI Consultant Today! Page 19

Dock Equipment Manufacturer JOHNSON EQUIPMENT MEXICO INTERNET MARKETING CASE STUDY www.JohnsonEquipment.com.mx Benefits to the Client: Benefits to the Client: After the site was launched, WSI started the PPC campaign. Three months after the first campaign was started, WSI HOME PAGE launched the second one. The client worked with WSI throughout the project with ideas and value added inputs, but when WSI delivered the final project, the client was excited with the end results. WSI greatly surpass their original expectations. The project for the client produced excellent results within the first month, and now they are growing with a larger sales force. Client Testimonial: Client Testimonial: “For the last three and a half years since we started this Internet marketing strategy, we have received about an average of 600 visits per week to our website. And this results in effective sales contacts, not only for Mexico but some to help other regions as well. Thanks to WSI’s efforts, the INTERNAL PAGE contacts we receive through our website helps us close more sales with several customers”. ‐ Marco Davila, Sales Manager, Johnson Equipment Company Conclusion: Conclusion: WSI has exceptional expertise offering Internet marketing solutions, especially after delivering this project. Internet marketing is the future of promotion, especially in comparison with other traditional advertising means. But it is important that businesses have a whole strategy that includes a direct sales force, other promotional means and of course a well addressed Internet strategy to boost the achievements of the company. Contact Your WSI Consultant Today! Page 20

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Tendencia Internet Marketing en Latinoamérica

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