Mercado Libre has chosen to send a push notification "exhibiting" users without a partner, gaining unpaid advertising on social networks.

The evolution of the digital world gave rise to the appearance of numerous e-retail companies, which were well accepted by the digital consumer, especially during times of pandemic. Today, online shopping and sales are no longer a novelty, but users have shown that they have some favorite brands to make their purchases, whether it is purchasing for goods they need in their day-to-day lives or simply for the need to get decorative products and collection (among others).

According to the Statista graph showing the main e-commerce websites by number of visitors in Mexico during February 2020, Mercado Libre positioned itself as the undisputed leader of these platforms by registering approximately 127.64 million users, followed by by Amazon with almost half, representing 63.76 million users.

The success of these platforms is notorious and several factors to consider were part of it, such as the fact that these apps remain in the hands of consumers within their smartphones, where companies can take advantage of their digital presence to send notifications to its users about promotions or notices, either through email marketing strategies or push notifications (among other variables).

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Twitter users have shown their particular experience, since they received a push notification from Mercado Libre, where they would seek to advertise some products on their platform, mainly clothing for these cold seasons, under the copy: “ Cold and you don't have someone to hug you?", a fact that users on social networks took as a joke and shared on networks that the platform was "carrying".

Mercado Libre gained unpaid advertising when users chose to share the platform's message to the networks, a fact that it achieved through creative copy and its digital presence on the mobile devices of those who had downloaded its app, demonstrating the opportunity that this type of message can bring, if they are created correctly.

Within a world where the consumer and digital users predominate, brands have a good chance of executing effective strategies if they choose to remain present on users' smartphones; However, today they receive an endless number of different messages from all kinds of companies and apps that they have installed on their mobiles, so they may not pay attention to what they receive, or simply delete the notifications. on their cell phones without having read them completely, unless we choose to get their attention through creative messages.

We had an example of something similar to this strategy some time ago when BBVA chose to “throw a stone” at its users and mention that perhaps it was a better idea to invest money in its digital banking tools, compared to paying a monthly fee in a gym that honestly they will not go to, a creative message that achieved good reactions on social networks.

Push notifications offer a good positioning opportunity in the mind of the consumer, if they bet on creativity.

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