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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...
Uncategorized

The Importance of Price Perception in a Marketing Strategy

As it is commonly known price is an essential part of the marketing mix, but it is sometimes overlooked. Price says so much about a brand or a product, and it helps position it in the mind of the consumers. It is not the same thing to talk about price than the price perception, and perception is where a marketer should spend most of their efforts. In marketing, there is no bigger true that perception is reality and how the prices of your product or brand are perceived by your customers will have a high impact on the relationship you...
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,...
Insights,Marketing strategy

Why Should Analytics Power a Digital Strategy?

Having a digital marketing strategy is not only about having great branding, or beautiful imagery to display on social media. Brands that are successful in the digital channels all have one thing in common, their digital strategy is powered by analytics. Using and analyzing the right data that all the different digital platforms give back to you can be the secret weapon for a very successful digital marketing strategy. I was able to talk to five experts in analytics and digital marketing to go over this subject, and these are their thoughts on how analytics have helped their digital strategy....
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)....