Most customers don’t shop around as much as it seems
Many companies assume that their customers carefully compare all the available options before making a purchasing decision. But the reality is quite different: customers tend to simplify this process as much as possible, almost always opting for what they already know or trust, rather than analysing every alternative from scratch. Loyalty and switching costs In […]
Repetition to Build a Brand
In the fast-paced world we live in, conventional thinking leads us to believe that new and constant stimuli are necessary to capture the attention of potential customers. However, it is essential to recognise the importance of repeating messages in order to build trust. Trust as an asset It is essential to understand that it is […]
Invisible marketing
Marketing does not start with an advertisement. There are numerous aspects that influence users’ perception and can be considered invisible marketing. The underlying idea is to create an atmosphere of attraction for customers that does not rely solely on direct advertising impacts, but also takes into account that the customer experience itself can help sell. […]
How to Compete Against Large Companies
Competing with large companies can seem like a complicated task for SMEs, but there are several aspects that give them added value that large corporations can hardly replicate. Unique aspects One of the main differentiating elements of SMEs is humanization. This factor creates greater closeness with customers and allows for a more personal, close relationship […]
Communication: A Course for September
There’s a habit very much our own that never fails. In the business cycle there are two key moments when decisions are made. One of them is September. And the other, January, with the start of the new year. I’ll focus on the first one, since that’s where we are now. After summer, everything gets […]
How to create a good online campaign
The success of an online campaign depends, to a large extent, on proper planning. Analyzing the target audience, identifying the elements that generate the best results and knowing the general market trends are factors that can make the difference between the success and failure of a campaign. Keys to a good online campaign To successfully […]
The human element as a differentiator
The incorporation of artificial intelligence into most online processes has led to a growing dehumanization of many digital services. In this context, embracing greater humanization, both online and in person, can become a differentiating factor against the competition. Higher cost, greater loyalty It’s true that humanizing processes that are normally automated by AI can involve […]
Differentiation on social media: what are the keys
In today’s digital environment, characterized by the wide variety of platforms available, it is essential to adapt corporate messages to different audiences and communication channels. Each social media platform has its own unique features, making it possible to target specific audiences more effectively. The message The key element is the effective communication of the corporate […]
Lorenzana highlights the role of Galician business confederations in defending the interests of SMEs and self-employed workers
Santiago de Compostela, August 4, 2026 The Regional Minister of Economy and Industry, María Jesús Lorenzana, held a working meeting with the heads of the four Galician business confederations to analyze their main needs and concerns. At the end of the meeting, Lorenzana highlighted the work carried out by these organizations in representing and defending […]
Brand positioning as a distinctive feature
In today’s highly competitive market, standing out from the competition is essential to a company’s success. Brand positioning goes beyond an online presence: it also encompasses the meaning that the public associates with a company. And it is precisely that meaning that can become its greatest competitive advantage. What is brand positioning? Brand positioning is […]
