Latin America

Mar-Tech Roundup: SACI Falabella to Purchase E-retailer Linio for US $4.5M, Investors Like FLUVIP…

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LATAM retailer SACI Falabella will purchase the online retailer Linio for US $138 million. Linio operates in Chile, Peru, Colombia, Argentina, Mexico, Venezuela, Ecuador, and Panama. E-commerce in Latin America is expected to grow by 19% in the next five years – well above the global average of 11%.

Investors will pour US $4.5 million into the influence marketer FLUVIP to help it grow in Spain, Latin America, and the US. FLUVIP uses machine learning and predictive artificial intelligence to measure the impact and cost of influence marketer campaigns on social media platforms.

Your customers could be turned off if you only talk to them using artificial intelligence, a Capgemini worldwide survey of internet users has found. The survey saw wide acceptance among shoppers for AI interactions, but it also discovered that shoppers are happier when chatbots and virtual assistants come with live-human interaction options.

Compliance with the European Unions General Data Protection Regulation (GDPR) is costing Fortune 500 companies US $7.8 billion, according to Fortune. A survey by PwC pegged the cost for 200 US companies of 500 or more employees at between $1 and $10 million.

A majority of US marketers view the European Unions General Data Protection Regulation (GDPR) as a threat to their ability to target audiences. Digiday talked to 46 US marketers who said they were more concerned about restrictions on reaching key market segments than the cost of fines for noncompliance.

Conversions of inbound marketing leads into sales is a lot lower than you may think at just 13 percent according to a study by Implicit, as reported by PMG360. Look for a 20 percent improvement when you nurture inbound leads with personalization, targeted reach, lead scoring and timely response.

Mark A. Browne

Mark A. Browne

Mark A. Browne is Portada's Marketing Innovation Editor. He is a bilingual (EnglishSpanish) writer, media relations manager, and content creation professional with an established record providing journalism, copywriting and analytical content services to major publishers, PR agencies and businesses in the United States, Latin America and Europe. His award-winning career as a reporter and editor includes daily and weekly newspaper experience and free-lance writing for major print and on-line publications including US Banker, Bank Technology News, CardLine Europe, and CNSNews.

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