The year 2020 showed that companies are highly resilient. They were able to adapt quickly in the face of the COVID-19 pandemic. They quickly came to the conclusion that they had to do something different to survive. But did they know how to do B2B communication properly? Considering the new expectations, solutions and the relevance of communication today.
Tell a (good) Valentine's Day story! Adults, just like children, also appreciate a good story. The difference is in the additional content and stronger emotional aspect. Storytelling, or the art of storytelling, allows a brand to achieve the...
The product is a necessity, but the brand is a choice. We live in a world where there is no shortage of options, and they are growing every day. The market is not for turtles, only lions enter and remain. The challenge for brands is to be the first. Products and services...
In an ideal world, the financial return and the ability of all forms of communication to influence the public would be precisely calculated, and deciding marketing strategy would be simple. In reality, there are multiple, and usually imperfect, processes...
As the external marketing environment becomes more complex, so must the internal environment. Managers and other professionals historically had a small number of communication channels; these are now in the dozens, and this number...
Successful marketing communication plans require reaching the right audience with the right message at the right time: a small, moving target. With traditional media, organizations have managed to mitigate the risk of failure through years of trial and error...
Marketing has always combined data and inspiration: after all, there is no analytical approach that can indicate a specific direction on its own without the necessary review and internalization on the part of the professional and their know-how in analyzing information. For some time now...
The digital revolution and the explosion of social media platforms have profoundly changed the factors that influence consumer action as they undertake their purchasing decision. When considering products and services, the public reads online reviews,...
New search parameters Certainly, the wide range of devices through which we can conduct searches represents a determining factor: PCs, laptops, smartphones, tablets, TVs, etc. Alongside the variety of devices, there are different methods...
Marketing can get lost in an obsession with data, metrics and trend prediction, in a quest to get a clear view of its audience that can become elusive. The next step is to integrate research and create immersive experiences. But what if...
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