The Lamosa Group’s own online presence (websites) and third-party online presence (social media) are:

Lamosa Group (corporation):   grupolamosa.com

(Lamosa Group’s European and US brands are not included)

What is the best strategy for positioning brands online?

The starting point is the location (domain or URL). If you have several brands, develop the fewest possible URLs and a global strategy.

Global Strategy

Requires:

Brand identical to the URL: e.g., Lamosa – lamosa .com; this is the intuitive URL. + visits. (1) It must be a .com domain.

Each country will have a single URL extension and its own content. 

Strengths

Greater visibility, because it will bring together users from across the region on a single URL.

Google and other search engines rank websites based on the number of visits.

Decentralized content management.

Centralized monitoring and security.

Lower costs.

Greater brand potential.

The huge advantage is being able to use all communication channels: boxes, labels, billboards, TV, etc. and communicate a single address, for example: kavak .com

Social Media

Facebook allows you to have a single global page and display different content depending on the country or language. It’s called a «Global Page.» 

facebook.com/brand

├── Argentina

├── Mexico

├── Peru

├── Colombia

├── Chile

├── etc.

Advantages:

Concentrates followers because it includes all countries. (See Facebook Benchmarking)

Greater organic reach.

Local content: Each country can publish promotions, events, new products, etc.

Local language

Separate statistics by country

Better international brand management

Benchmarking

Kavak is a Mexican unicorn with a presence in Argentina, Brazil, Chile, Mexico, Turkey, and the United Arab Emirates. It was founded in 2016 and has a market value exceeding $2 billion.

A brand that implements a global strategy has greater communication opportunities than one that operates in a fragmented, country-by-country manner (different URLs for each country and local social media).

Julio Sol

(1) If the brand name isn’t identical to the URL, it’s a significant weakness, but the best way to address the problem should be sought. The starting point is to consider it a weakness.

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