Brand Management Update
August 28, 2020
There is no doubt that social networks have become one of the platforms for brands. However, the protagonists are more than social networks themselves; they are the influencers who work on them.
Influencers are people with a high level of popularity and charisma within the online world. Because of this, they manage to increase sales and enhance the image of many brands.
However, there are different types of influencers, both according to the type of content they publish and their reach. Because of them, a wide range of possible campaigns of influencer marketing exists. This post will focus on identifying the most successful ways to collaborate for your influencer marketing campaign.
May 17, 2021
Something that is relevant for me, for you, for us is that which comes to meet a need of any nature, that which clarifies a doubt, that which solves a problem, that which provides a desired benefit or that which is empowering in a wanted way. If something has relevance to a person or a group of people, they will not stop to think if it is advertising or not, since advertising is simply informing that something relevant exists. If the relevant exists then the activation to the consumption of that relevant (be it a product or a service) is a fact.
Relevant ads get three times the attention of the average ad.
March 24, 2020
The following article was published when the world began to face the Covid 19 pandemic. Much has happened since those days when it was not known what facing the pandemic implied and by now we are adapted to a greater or lesser extent to the new normal. However, it is very useful as a guide to the measures that a brand should adopt to face collective crises such as the one that we have had to face since we believe that it will not be the first or last time that collectively we will have to experience this type of situation, either locally or globally.
March 16, 2021
Return on marketing investment (ROMI) is the contribution to profit attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is not like the other 'return-on-investment' (ROI) metrics because marketing is not the same kind of investment. Instead of money that is 'tied' up in plants and inventories (often considered capital expenditure or CAPEX), marketing funds are typically 'risked'. Marketing spending is typically expensed in the current period (operational expenditure or OPEX).
The idea of measuring the market's response in terms of sales and profits is not new, but terms such as marketing ROI and ROMI are used more frequently now than in past periods. Usually, marketing spending will be deemed as justified if the ROMI is positive. In a survey of nearly 200 senior marketing managers, nearly half responded that they found the ROMI metric very useful.
The purpose of ROMI is to measure the degree to which spending on marketing contributes to profits. Marketers are under more and more pressure to "show a return" on their activities.
February 18, 2020
Market research represents advantages such as strengthening their position, minimizing investment risks, identifying opportunities and threats and facilitating strategic planning, among other things. That is why brands and companies cannot forget the different methods of market research that are available to receive the above benefits. But do you remember what they are?
April 5, 2021
Add value to your audience and your audience will give you back value… .Yes, you must first give and then receive, those are the rules of effective 21st century media.
The consumption of videos on the Internet is becoming more and more massive and occupies the place of honor among the most consumed content on the Internet, and it is on the rise. This is good news and bad news for advertisers, since while it is good that a medium as expressive and powerful for brands as video captures consumer attention, it is also true that the amount of content available on the web makes it necessary for branded videos to win over consumer preference. And believe us, the competition is strong and does not depend on economic power … we are tired of seeing how a “YouTuber” alone, with a lot of creativity, can perfectly captivate the consumer’s preference over many brands with a lot of economic power.
However, we believe that it is not about competing against that YouTuber, it is about understanding the person with whom we want to communicate and understanding the rules of the environment where we want to do it. Users see more and more content related to what they like, if advertisers understand how to add value to the person who is consuming videos on the internet then they will have more opportunities to reach them when they are most interested in what they see. This, as we’ve said before, also means that advertisers have to stand out from a myriad of content.
September 23, 2019
Brands must distinguish themselves in the market to make their products viable. The top brands don’t spend tons of money on branding. Instead, they use strategic brand management to enhance their brand. Furthermore, brand value dictates purchasing decisions in the current digital market. A wide range of products and services are accessible to everyone, making brand management a top growth field.
February 17, 2021
Inbound marketing is an effective model that helps us understand how the consumption of products and services operates. One of the great advantages of this work model, operated on the technology available today is the "hyper-segmentation" that we can make of the target market and the possibility of identifying the correct audience, all this in order to be able to be "relevant ”my advertising message and my sales actions.
The need for brands to be "relevant" to a market segment forces them to have "empathy" with their target market and make efforts to understand them deeply. It is for this reason that the term "insight" in marketing is not just another word, it is a word that involves essential study processes for a brand and its marketing initiatives to be "relevant" to the target audience.
December 2, 2020
The key to successful content marketing is being able to deliver the right content at the right time. Video content, as the star element of content marketing, does not escape this reality. Your marketing goals should drive the types of videos you create and when you deliver them to your audience. By knowing what creative marketing videos you can produce, you can choose the story you want to tell and make an informed decision on how to tell it. This will help you optimize your marketing campaigns for the stories, formats and platforms that work best for your brand, as as we have said before, it is not about publishing whatever it is, there must be a content strategy for networks .