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Marketing strategy

How to Create Your Marketing Strategy using Customer Experience?

If you are a passionate marketer like myself in this video you will get some insight and tips on how to align your marketing strategy with your customer's touchpoints to make the most out of the experience your customers get from your brand. https://www.youtube.com/watch?v=-pYWyGew82E What is Customer Experience? Customer experience can be mistaken for customer service. But,  customer experience is far more than just customer service. Customer service can be considered reactive and is what you do when something doesn’t quite work out with a customer. On the other side, customer experience is proactive because it starts before a customer...
Marketing strategy

A Great Perspective into Marketing – An Interview with Tessa Wolf

https://youtu.be/v_zA8GRIOCI Last week I was fortunate to interview Tessa Wolf, a branding specialist that recently has become a mentor to me. Tessa has been a marketer for 15 years, always working at startups. After LivingSocial, Tessa joined Framebridge as the first employee and was there for 9 years, through the company's acquisition. During her time there, she was Creative Director, Lead Merchant, and ultimately CMO. Now she works as a marketing and brand consultant for different consumer businesses. Her experience in all aspects of startups businesses has given her a view into marketing that is refreshing and fun. Every time...
Digital Marketing,Social Media

Authority, The Secret of a Content Marketing Strategy

Have you ever wondered why some brands do great with the content that they post, even though they might not be experts at the matter? The reason behind a successful content marketing strategy is Authority. But what is authority? As defined by the Cambridge Dictionary, authority is “an expert on a subject”. And how do you gain authority? Authority is mainly given by your customers or followers, that are the people your brand helps. In the article How to Use Authority to Boost the Power of Your Content from Entrepreneur.com, Timothy Carter explains that “authority refers to a person’s perceived...
Marketing strategy

RFM a Great Way to Start With Customer Segmentation

Are you looking to communicate in a more personalized way with your customers and want to move beyond basic demographic segmentation? Then the RFM model might be for you. You might be wondering what RFM is right? RFM stands for Recency, Frequency, and Monetary value. This definition from Optimove I believe explains RFM perfectly, “RFM segmentation allows marketers to target specific clusters of customers with communications that are much more relevant for their particular behavior – and thus generate much higher rates of response, plus increased loyalty and customer lifetime value. Like other segmentation methods, RFM segmentation is a powerful...
Power of brands,Social Media

Let Your Brand’s Story Shine

The main purpose of social media marketing is to connect with your customers. Obviously, you want at the end to generate sales and ROI, but the idea behind these channels is to help you connect with your customers at a significant level, so the awareness and positioning of your brand are higher than your competitors, and you create a long term relationship that will generate higher revenue over time. The best way to truly connect with your customers is through storytelling. Here are some tips that have worked for me in the past to help a brand’s story come through...
Power of brands,Social Media

Is Being Controversial a Good Marketing Approach?

I have been a fan of Nike for a long time, I even read Phil Knight’s book Shoe Dog and I loved it. It has been Nike’s marketing strategy almost since the beginning to sponsor controversial athletes. In this book, Phil Knight tells the story of how they started sponsoring athletes that at the time were controversial like John McEnroe for example or more recent athletes like Colin Kaepernick and Serena Williams In 1973 Nike signed Steve Prefontaine as its first sponsored athlete. This is what Phil Knight said about that deal - “Pre was a rebel from a working-class...
Social Media

Be The Good Guy in Your Customers Feeds

As marketers in this social world, we have a big responsibility to our customers. Social media has made us addicted to the instant gratification the notifications on our phones give us, and the fear of missing out has us scrolling and scrolling through our social media channels. We cannot change the fact that these platforms hook their users to always be active, but we can generate good content for those users, content that is useful for them and keeps them engaged with our brand. When social media platforms implemented infinite scroll made people always want to consume more of the...
Power of brands

Building Trust With Your Customers

If 2020 and 2021 have taught us something is to expect the unexpected. Who would have believed someone at the end of 2019 that we would be facing a global pandemic in the years to come? Was any business prepared for dealing with this sort of unexpected change? I don’t think so. There are many challenges we as marketers have faced in the past year and a half, and many more challenges that are still to come, but one of the biggest shocks probably was the economic downturn that the pandemic has had in the economy, and how it has...
Insights,Power of brands

When You Are Not the Star in Your Story

It can be hard to accept, but when it comes to your brand story it would be wrong to think you are the main star or hero. Then, who is the protagonist? Your customer! He or she is the main character in your brand’s story, and you will help him/her as a guide to reaching success. But a big question arises here, how do you know what success looks like for your customer, and how will you be the perfect guide to help them reach that? The best way to know what success looks like for your customer is through...
Insights

How to Talk to Our Irrational Human Brains?

If there is a subject that I love to learn and read about it has to be neuroscience applied to marketing, or how our brains work towards making purchase decisions. By thousands of years of evolution, we would think we are amazing rational creatures, that base most of their decisions on logic, analysis, and investigation, right? But the reality couldn’t be farther away from that. One of my favorite books of all time is Predictably Irrational by Dan Ariely. This book talks precisely about how the human brain is not the perfect machine we think it is, but something that...
Power of brands

Experiential Marketing That Transcends

Experiential marketing, also known as engagement marketing, is any form of customer-focused marketing activity, that creates a sensory-emotional connection to consumers. The reason why experiential marketing techniques are so successful is that they reach multiple senses at the same time, and it tends to create an emotional reaction from customers or potential customers. According to the blog Bizzabo.com some of the benefits of experiential marketing are: Brand AwarenessBrand Affinity and loyaltyOffer a way for prospects to try your product In my experience, the most important benefit can be building affinity and loyalty. People prefer a brand to purchase a certain...
Power of brands

“With great power, comes great responsibility”

When we think about building a brand, we can use the Brand Resonance Model. This model is a pyramid that consists of 6 areas: brand salience (awareness), performance, imagery, judgments, feelings, and on the top of the pyramid lies Brand Resonance. Brand resonance is the ultimate relationship level customers can have with a brand because they feel a deep connection to it. This is what all (or at least most) brands should aspire to because it generates loyalty and a high level of engagement. But in the words of Peter Parker’s uncle “With great power, comes great responsibility”. Just like...
Power of brands

How Brands Earn the “L-word” Status

Have you ever found yourself saying “I love X brand” to someone? I have, and that makes me wonder how did that brand earn my love?  For a brand to earn the L-word takes time and a lot of work. Reaching the love status has to do with positive Brand Equity. Customer-based brand equity occurs when the consumers have a high level of awareness and familiarity with the brand and holds a positive association in memory. You can think the work of a brand to start generating recognition with consumers involves having a good logo, a name that is easy...
Digital Marketing,Social Media

How To Build a Strong Brand on Social Media?

Have you ever felt that almost everyone that comments on a brand’s social media posts are always complaining? Normally, people go to social media to complain about almost everything, but you must work on keeping your brand’s reputation and image the way you want it. Here are some tips that have helped me to build and keep a strong brand on social media. Have a content strategy that goes beyond the products or services you sell. Social media is a place to build community and where people like to find entertainment, so think of the content that would be useful...
Digital Marketing,Marketing strategy,Social Media

Is Influencer Marketing Important for Your Brand?

Have you wondered how sometimes you follow a brand on social media, but suddenly you also follow an influencer or blogger, and suddenly they start talking or posting about products from that brand? There is very little coincidence here, this is a strategy of Influencer Marketing. First, what is an influencer? I liked the way explained here: “An influencer is someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience or has a following in a distinct niche, with whom he or she actively engages....
Digital Marketing,Insights

Using Customer Insights To Have a Great Web Design and User Experience

In the years I’ve been part of retail marketing I have been lucky to work hand-in-hand with the e-commerce team, and we have learned so much about web design, but especially about using customer insights to drive user experience and design. Web design without using customer feedback can fall into very bad practices of usability. You need to understand your market and your customers and think of web design as creating the best experience you would like your customer to have with your brand. In her article for HBR Leah Buley (Links to an external site.), Director of Design Education at InVision,...
Digital Marketing

Why You Should Have an SEO and SEM Strategies That Work Together

I’ve heard many times people talking about these two terms and saying they want to focus on either SEO (Search Engine Optimization) or SEM (Search Engine Marketing), and conversations like these are scary to listen to. In my experience, to have a good digital marketing strategy you need to do both, ideally simultaneously. First, let's define each one. SEO or Search Engine Optimization is a process that involves different techniques to improve your website’s rank within search engines. It is not a one-time task and involves continuous work to always be on top of the algorithm's requirements (focusing con Google)....
Big Data,Leadership,Marketing strategy

True Stories From Working With Data in Platform Marketing

You are probably wondering, what is Platform Marketing? Platform marketing is an approach where marketers embrace data and the customer journey and put the customer first, to ensure their experience is seamless. It uses the information or data to enable the consumer to do what they want. Sounds simple right? Focus on the customer, get the data, and give the customer different options or paths to interact with your brand, a piece of cake! This is the goal any company dreams of achieving with their marketing efforts, but sadly it is ever the case. As a marketing professional, I’ve seen...
Communication,Leadership,Marketing strategy

Communication and Teamwork, Key Components to Achieving a Great IMC Strategy

I have been lucky to work both as part of a company’s marketing team, and then having the opportunity to lead this team as well. Marketing is a complex world where you meet people with different backgrounds, some are creative souls, others are way more analytical, and then rarely you will find people passionate about both. The job of the CMO or anyone in the highest leadership position in marketing is very complicated, not just because achieving an Integrated Marketing Communications strategy is hard and requires a lot of work, but because you have another role simultaneously, the role of...
Insights,Marketing Research,Marketing strategy

3 Tips to Creating the Most Engaging Presentations

When you have a lot of data to present to your audience it can be difficult to make these presentations interesting for them. This doesn’t mean that looking at data is boring, but putting the information in a visual way has a lot to do with how engaged your audience will be with your results. Here are some tips on how to make each presentation more engaging. 1. Use graphs, instead of numbers or tables Whenever possible use colorful graphs to present data. Using too many numbers or tables can be difficult for your audience to follow along or understand...
Big Data,Insights,Marketing Research

The joy of working with data!

I’ve had the amazing opportunity to work in a retail company for many years now. If there is something I have learned is that retail is an industry that is driven by data and that marketing in retail is especially data-rich. My experience with Big Data has been in retail marketing, so I can only talk about this industry in specific, but the following tips on how to start working with these large amounts of data, I believe can work for any industry. he term Big Data can sound overwhelming, so my first tip to start working with the data...
Insights,Marketing Research,Marketing strategy

From data points to data insights

As a marketing leader you are usually seeing different types of data, most of the time data points that are somehow related, but it is your job to find those relations, and make data points into data insights. Data insights are the ones that will make a difference in your day-to-day and with your brand’s strategy. A good practice to go from data points to data insights is to find relationships between the different points or variables. The main idea of relationship analysis is to find associations between the different variables in your data. Sometimes you can think that Variable...
Insights,Marketing Research,Marketing strategy,Power of brands

Research insights… the fuel behind your marketing strategy.

As a marketing leader, I have built a passion for gathering customer insights. I’ve found that having insights can help as the fuel for most of your marketing strategies. But, where do you find those insights? There are many ways of looking for insights about your customers, for example, looking into your past purchase data, customer information you may have gathered, social media and website analytics, etc. But there is enormous value in taking the time to ask your customers or potential customers to give you more direct and personal information, and this is where marketing research comes in. Doing...
Marketing Research

Why marketing experiments are useful in analyzing email marketing?

How are you measuring and analyzing your email marketing communications? Email marketing, like most digital communications, is a great source of information. Depending on your email marketing platform you can find many things to measure and analyze from each email or campaign you send. You can look at metrics like open rate, click rate, conversion rate, etc. But all these metrics have almost no significance if they are not measured against something else. I have learned a lot Marketing Experiments with email marketing. A few years ago I was lucky to meet a customer analytics company that taught me about...
Marketing Research

The most common survey question mistakes to avoid.

How hard can it be to write a survey? The process might not be complicated, but writing the right type of questions, and using best practices will make your survey better, and give you the answers you need from your customers to accomplish your main objective. I enjoy the whole process of writing survey questions. I like to imagine the respondents reading the questions and answering them. That helps me to get in the mindset of the customers and see it with different eyes. There are many Do’s and Don’ts when writing survey questions. You can get the do’s right...
Marketing Research

The right way to approach qualitative research in a data-driven company.

Have you ever worked in a data-driven company or environment? The company I work for is very focused on data, and I will not deny it, data is great! I love that most of our decisions are well informed, and we have very clear KPIs to follow. But when we are talking about qualitative research studies in my experience it has been very challenging to get everyone on the right mindset. If the senior management in your company or your internal customers are used to seeing information always backed up by numbers, and you are working on a qualitative research...
Marketing Research

Does marketing research add value to a business?

Are you wondering if marketing research is what you need in your current project or job? Have you ever wondered if marketing research brings value to a brand or business? Well, in my experience it does. I have been very lucky to be part of several marketing research projects. I am no expert in the subject by any means, but I have enjoyed the process of building research projects and the value it can bring to a company, so for me, the answer is it does ad value, but you have to be very careful of where you start. In...
Power of brands

Love is the purpose

image source: https://witanddelight.com/2018/02/love-many-shapes-forms/ In the years I have been working on marketing one of the things I find more fascinating is the way a brand can become part of your life, without you even noticing. I obviously pay more attention than a regular consumer on the impact brands have in my life, given this is what I do for a living, and I really like it. If you work in marketing and believe that marketing is about product, promotions, place, and price, I strongly believe you are not very passionate about what you do. I have seen how brands grow...
Uncategorized

Looking at Your Brand Through Your Customer’s Eyes

Measuring brand equity is very important to every business, but it is not so simple. How do you measure how much your customers love or hate your brand? An excellent technique to measure brand equity is doing qualitative research through experiential methods. Doing shop-along studies with customers that claim they love your brand will give you great insights into what is that they love about you, and give you ideas on areas you might want to improve. But doing the same type of research with customers that love your competitors will help you understand what your competitors are doing better...