How to integrate goals, audiences, and data into a smarter content strategy Digital, and social media in particular, has complicated the concept of a ‘content strategy’ – and the majority
Reach, impressions, impact – if you work in advertising or communications, you’ll be very familiar with these terms. Around the world, marketing departments have made these terms their mantra; in
Creating a brand from scratch is a huge challenge. You start with a basic foundation, and then you’re tasked with building up an entire architecture which encompasses branding, iconography, positioning,
Have you considered that the thing holding you back from building a successful ecommerce strategy is customer loyalty? Any given ecommerce spends invests large amounts of money in order to
Advertising is not dead, and I guess nobody, seriously, thinks it ever will be. But the once-shining star of the promotional mix is certainly in trouble. Some feel the crisis
We recently delved into the role of the Data Scientist. In the study we highlighted the importance of making insight-based decisions, but we did not focus on the insights themselves.
On May 25th, 2018 the General Data Protection Regulation (GDPR) will como into application, a regulation approved by Parliament and the European Commission in April 2016, for the purpose of
Through our research on The customer journey in the Mexican luxury sector (in Spanish) we have identified three types of profiles among buyers of luxury goods, based on their relationship with
The luxury sector is traditionally associated with physical buying. Nonetheless, it’s unquestionable that the digitization of consumer habits should make manufacturers and brands react if they haven’t already done so,
In an era that is becoming more and more technified, the human being has more significance than ever. And we’ve taken so long to realize the impact that each of
Tourism companies with a calling for growth must redesign their value proposition and improve the customer experience (service, processes, technology, and knowledge) if they want to connect, capture, and make
The social web is changing. It is moving from the light into the darkness. Sounds ominous, but perhaps only for conservative marketers. Dark social is neatly summarised by Kristina Dimitrova
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