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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...
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...
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...