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 →
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 →
A brand does not compete only to sell Many companies interpret marketing as a fight to sell more, communicate more or gain more visibility. Although these dimensions matter, they do... read more →
Many companies do marketing without a clear strategy One of the most common misunderstandings in marketing appears when activity is interpreted as strategy. A company may publish content, invest in... read more →
Marketing was never just advertising For many years, people associated marketing mainly with advertising campaigns, catchy slogans or strategies designed to sell more products. While those elements are certainly part... read more →