Experience as a differentiating factor: the keys to good customer evaluation
Differentiation is the fundamental element for standing out in a competitive market. Being differentiated means being the first company or brand that customers associate with a particular idea, feeling, or value. A clear example can be seen in the mobile phone sector, where certain brands are able to generate status among their users regardless of […]
The customer at the center: their experiences as a source of growth
Many companies and organisations place the customer at the centre of their messaging. However, proclaiming this in a corporate slogan does not guarantee that customers’ influence is genuinely reflected in the organisational culture or in the company’s day-to-day activities. Integrating customers’ needs and expectations into the organisation’s structure goes far beyond a statement of intent. […]
How to communicate value without changing prices: the importance of added value
Price and value are not the same, although they are often confused. Price is a number; value, by contrast, is the combination of intangible qualities that make a product or service seem greater than the sum of its parts. Understanding this distinction is the starting point for any business looking to compete without entering into […]
What to post when you have no ideas?
Constant exposure on social media can sooner or later lead to a feeling of running out of ideas. Often, this feeling stems from viewing social media solely as a tool for attracting new customers, forgetting that it is also a valuable resource for building customer loyalty by showcasing the reality of the business. Not everything […]
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 […]
