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Lee Vann From Captura Group: Facebook Collection Offers Big Opportunities For E-Commerce To Hispanics
Manuela Walfenzao| 15 de mayo de 2017
Vann: Los consumidores hispanos son entusiastas de las compras electrónicas
Lee Vann, Founder and CEO at Captura Group, wrote an article in Media Post titled: Facebook Just Became The Gateway To Hispanic E-Commerce, where he highlights their new unit called Collection. According to Vann, Collection offers marketers an opportunity to sell directly to Hispanics via e-commerce to the biggest minority in the U.S., Hispanics. Collection is an ad, only available on mobile, that gathers video, images or presentions with up to four products prominently featured below the ad. When a consumer clicks on the products, they’re taken to a catalog of up to 50 products without ever leaving Facebook, and if a product is clicked on from the catalog, the consumer is redirected to the corresponding product page on the brand’s website or app. Vann explained that Hispanic shoppers are disproportionately prominent in two of the most active online shopping segments, e-shopping enthusiasts and review seekers. “Pair this with the fact that there are nearly 30 million Hispanics on Facebook, of which 74% browse exclusively on their mobile phones, and a clear opportunity arises for marketers to sell directly to Hispanics in an efficient and immersive way” he explained. According to Vann, advertisers must be strategic when it comes to leveraging Collection ads and create a long-term, measurable plan that hinges on culturally relevant product stories and a seamless mobile experience.
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