WSI Repdom en Santo Domingo Tendencias Internet Marketing en Latino América, Jose Reyes Representante de WSI para la República Dominicana

1. 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.

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. “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

12. 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!
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13. 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!
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14. 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!
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15. 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!
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16. 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!
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17. 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!
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18. 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!
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19. 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!
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20. 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!
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