Marketing is not only communication One of the most limited ways to understand marketing is to see it as the function responsible for communicating what the organization has already decided.... read more →
The future of marketing is not a list of tools Discussions about the future of marketing often move quickly toward a list of technologies: artificial intelligence, automation, augmented reality, virtual... read more →
The mistake often begins before execution Many campaigns fail before they are launched. Execution may make the problem visible, but it rarely creates it entirely. A weak campaign is often... read more →
Studying famous campaigns does not mean copying them Memorable campaigns often create a dangerous temptation: the desire to repeat them. A company looks at cases such as Just Do It,... read more →
Measuring is not the same as understanding Marketing analytics has become an essential part of modern marketing work. Companies can observe traffic, clicks, conversions, opens, abandonment, acquisition sources, costs, recurrence,... read more →
Choosing channels also means deciding how much control is given away In marketing, the discussion about channels is often framed in practical terms: where to publish, where to advertise, which... read more →
Content should not be reduced to traffic For years, content marketing has been presented as a tool for attracting visits, improving SEO, feeding social media or generating leads. All these... read more →
The funnel organizes, but does not always explain For decades, the conversion funnel has been one of the most widely used models to represent the process through which a person... read more →
Before selling, a company needs to make value visible Before discussing conversion, funnels, campaigns or digital channels, every company needs to answer a more fundamental question: why should someone choose... read more →
Many companies describe customers, but do not always understand them The buyer persona has become one of the most popular tools in modern marketing. Many companies use it to organize... read more →