by Ricardo Puyana | Nov 16, 2020 | Omni-Channel Marketing
Customer acquisition cost (CAC) is defined as the cost associated with convincing a customer to purchase. This is very important for companies wishing to maximize their marketing effectiveness. For instance, a benefit of understanding your CAC and how your process...
by Ricardo Puyana | Nov 8, 2020 | Omni-Channel Marketing
Customer consideration is the second stage of a customer journey after awareness. It is a key moment when clients compare your brand with competitors before committing to a purchase. Therefore, by using an omnichannel approach, you can get a competitive advantage in...
by Ricardo Puyana | Nov 2, 2020 | Omni-Channel Marketing
Customer retention is often an overlooked strategy by small businesses. It focuses on retaining customers over a period and eventually become loyal to your brand. Therefore, as I just said, many businesses focus too much on bringing new customers and fail to make...
by Ricardo Puyana | Oct 27, 2020 | Omni-Channel Marketing
B2B and B2C marketing channels have different approaches. Therefore, a brand might use a B2B approach or B2C depending on its strengths, opportunities, or industry type. Remember, B2B refers to selling goods to other organizations destined for their operations or...
by Ricardo Puyana | Oct 21, 2020 | Marketing Strategy
The digital marketing transformation has been accelerated because of the impact of COVID on our daily lives. In fact, for most brands, change has become a priority to adapt to the new reality. For example, a Survey by Twilio reported that 97% of companies had...
by Ricardo Puyana | Oct 19, 2020 | Omni-Channel Marketing
Channel Marketing involves the paths that brands use to provide their communications, products, and/or services to consumers. Therefore, it entails everything from packaging, advertising, handling of inventory, and logistics. These paths involve organizations that can...
by Ricardo Puyana | Oct 12, 2020 | Social Media
Your content plan is the blueprint that your social media team will use to build its communications across channels. In this blog I previously discussed some strategies for content marketing, but today I want to dig dipper into the connection between the buyer’s...
by Ricardo Puyana | Oct 10, 2020 | consumer behavior
Forecasting sales plays an integral role in any corporation’s strategic plan for the future. It impacts, investing, hiring, and the overall strategic outlook of the company. However, for new businesses, it might be challenging to build a forecast without historical...
by Ricardo Puyana | Oct 6, 2020 | Social Media
ROI on social media is as important in any other marketing activity. Also, one of the advantages of digital marketing is that everything can be measured; social media is not the exception. The key is to define clear objectives and design an expected customer journey...
by Ricardo Puyana | Oct 4, 2020 | consumer behavior
The theory of planned behavior tries to predict an individual’s intention to engage in a behavior at a specific time and place. It has been used with applications on health behavior concerns such as drinking or smoking. However, this also has deep importance for...
by Ricardo Puyana | Sep 29, 2020 | Social Media
Social media ads surpassed printed ads for the first time in 2019, with around 84 billion dollars in spending globally. It represents about 13% of ad spend, trailing only behind paid search and tv. So, what has caused this skyrocketing trend? Let’s look at Facebook,...
by Ricardo Puyana | Sep 26, 2020 | consumer behavior
Brand emotions represent the perceived relationship on an emotional level that consumers have towards brands. These perceptions can be positive or negative and are build off personal experiences, beliefs, and social relationships. In this post, we will discuss what...
by Ricardo Puyana | Sep 22, 2020 | Social Media
Effective content strategy builds credibility, authority, and a conversation with your audience about why your product is different and preferable. We already discussed how to create content. Therefore as a next step, we will discuss strategies that you can apply on...
by Ricardo Puyana | Sep 14, 2020 | Social Media
Social media listening begins by examining customer feedback, discussions, or mentions involving your brand regarding certain topics or events. This monitoring is followed by analysis to learn insights or react to opportunities or threats. The action of listening,...
by Ricardo Puyana | Sep 7, 2020 | Social Media
Content marketing involves planning, creating, distributing, and publishing content. For instance using content on social media is a powerful way to capture leads, generate credibility, and most importantly, increase sales. You can also use content as part of your...
by Ricardo Puyana | Sep 6, 2020 | consumer behavior
Cluster analysis is a statistical method that processes data by organizing items into clusters based on similarities. In marketing, cluster analysis is useful to segment users by needs or traits. Therefore it allows us to better message and motivate customers to...
by Ricardo Puyana | Sep 1, 2020 | Social Media
Having problems with social media engagement? Getting likes, shares, and comments are good indicators of building a relationship with your customers. Although these metrics do not necessarily translate in sales and are considered vanity metrics, it’s still good...
by Ricardo Puyana | Aug 29, 2020 | consumer behavior
To provide solutions to our customers, marketers design a marketing funnel based on the steps a customer takes before making a conversion like a purchase, vote, or any action desired by the organization. There are many types of funnel models like the perpetual loop,...
by Ricardo Puyana | Aug 26, 2020 | Social Media
Social media campaigns are one of the most powerful tools that marketers have to drive sales, engagement, and loyalty. Many brands have had successful campaigns that have generated viral reactions of their content having tremendous results in branding, sales, and...
by Ricardo Puyana | Jun 30, 2020 | Uncategorized
We follow brands on social media that we love. It could be a sports team, celebrity, comic, or even companies that we aspire to work for. In branding, social media is vital. According to data, 50% of the global population uses some type of social media, and overall...
by Ricardo Puyana | Jun 26, 2020 | Marketing Analytics
2020 has not been the year we all imagine back at new years eve while we were setting up our new year resolutions. However, it still can be an opportunity for growth and learning. As part of that idea, I have dedicated this year to earning certifications and learning...
by ricardopuyana | Jun 20, 2020 | Marketing Analytics
If you have a company, having a data-driven approach will help you make sound business decisions to aid you to reach your goals. To have that approach you need to perform analysis on your data, and therefore need to store it and manage it in as databases. Depending on...
by ricardopuyana | Jun 15, 2020 | Brand Management
Marketers involved in the strategic development of marketing communications have seen new channels emerge as opportunities to get creative and cost-effective ideas to reach their audiences. In this article we will discuss the pros and cons of promoting your brand in...
by ricardopuyana | Jun 12, 2020 | Marketing Analytics
When analyzing large sets of data, its useful to understand what dimensions, attributes, and hierarchies are, as they will empower you to do a better use of your analytics software. If you are using something like Google Analytics or Tableau, understanding these...
by ricardopuyana | Jun 9, 2020 | Brand Management
Brand equity management systems allow marketers to have timely, precise, and actionable information to make intelligent and inform decisions in favor of the wellbeing of their brand. There are three areas to work to develop a brand equity management system: design a...
by ricardopuyana | Jun 6, 2020 | Marketing Analytics
Deciding and planning to distribute a new product can be very stressful and exciting at the same time. I will discuss some analysis that you should make before giving the green light to new product distribution. Defining your sales margin Firstly determine your margin...
by ricardopuyana | May 29, 2020 | Marketing Analytics
Having a strong distribution is highly correlated with sales because having the product on shelves helps to sell it. I will discuss analytic distribution measures and how to interpret them to make data-driven decisions for your business. Think about it. We all...
by ricardopuyana | May 29, 2020 | Brand Management
The brand resonance model or brand resonance pyramid developed by Kevin Keller discusses the four stages of brand building. The four stages are Brand salience, performance & imagery, judgment & feelings, and resonance. In short, each stage has different...
by ricardopuyana | May 22, 2020 | Marketing Analytics
I would define marketing analytics as the methodological approach of examination of data to understand and determine actionable knowledge. I make emphasis on actionable because otherwise, I would describe it as satisfying your curiosity. Therefore, marketing analytics...
by ricardopuyana | May 22, 2020 | Brand Management
Brand identity refers to how a brand wants to be perceived by its customers. This is constructed using brand elements such as logo, slogan, characters, communication tools, and an overall marketing strategy. On the other hand, the brand image is how customers actually...
by ricardopuyana | May 16, 2020 | Brand Management
David Brier said, “If you don’t give the market the story to talk about, they’ll define your brand’s story for you.” Having a specific brand identity, core values, tone, and communicate it efficiently will come a long way in building brand equity. Why is having a...
by ricardopuyana | Apr 30, 2020 | Market Research
Last week I wrote about data analysis for your e-commerce site and one of the questions that I got from a friend that read the article was. How do you present it without your team falling asleep? First of all, I laughed as its quite true that data presentations can be...
by ricardopuyana | Apr 25, 2020 | Market Research
One of my first professional experiences back in the early 2010s was as a Marketing Operator where I performed data analysis on an e-Commerce that sold online coupons like Groupon. In Venezuela we had very limited access to any international currency, therefore we had...
by ricardopuyana | Apr 20, 2020 | Emarketing
Over the past few weeks, we have discussed digital marketing strategies, including creating a social media plan and building an effective website home page. In addition to this journey, I wanted to write about influencer marketing. When working with influencers you...
by ricardopuyana | Apr 13, 2020 | Market Research
In the last few weeks, we have discussed different topics regarding market research like market tests and surveys. The function to perform such activities is to generate data. But why is data important? To answer that question, we will discuss three ideas: Marketing...
by ricardopuyana | Apr 13, 2020 | Emarketing
Last week we discussed three must-have elements for your business homepage during the Covid-19 crisis, as promised this week we are going to write about social media and three steps to build your business social media strategy. The three steps will be goals and...
by ricardopuyana | Apr 6, 2020 | Emarketing
As we continue to be on quarantine, a shift in consumer shopping preferences has been felt in the economy to prevent exposure to the COVID-19. As a result store traffic has gone completely cold in thousands of businesses, however various e-commerce sites are thriving....
by ricardopuyana | Apr 4, 2020 | Market Research
Last week we talked about the power of surveys, by discussing the ideal sample size and what types of surveys can be done to make business decisions. We are going to examine the concept of a market test, the types of market tests, and real-life experience. What is a...
by ricardopuyana | Mar 28, 2020 | Emarketing
If you are not a marketer but wish to learn about it, your first question will probably be what is a CTA? CTA refers to Call To Action or as defined by Brittany Leaning from Hubspot as “part of a story, webpage, advertisement, or piece of content that encourages the...
by ricardopuyana | Mar 28, 2020 | Market Research
Last week we discussed how to design a survey however, I know there are additional questions surrounding surveys. I wanted to dig dipper into the subject by discussing key elements in survey research such as sample size and what types of measurements you can do using...
by ricardopuyana | Mar 22, 2020 | Market Research
Recently, I was consulting on market research for a brand that wants to measure customer satisfaction. There were many questions and I decided to write about it in an easy step by step guide of how to build a survey when you don’t have a budget to bring in a...
by ricardopuyana | Mar 21, 2020 | Emarketing
The covid-19 crisis has swept the world, changing the world as we know it. Businesses have been shut down, workers that are able to have switched to teleworking, and social distancing is the norm. For restaurants, the way of business has changed to operating only by...
by ricardopuyana | Mar 21, 2020 | Market Research
If you have a business, you have questions. Is my product or service attractive, or does it need to change? Is the price, right? Do customers know its benefits or are even aware that my brands exist? Who would be most interested in my product? What content and...
by ricardopuyana | Mar 12, 2020 | Emarketing
The coronavirus became an official pandemic according to the World Health Organization. Millions of events canceled, universities and companies are switching activities online, and millions of people have been quarantined all over the world. However, in this article...
by ricardopuyana | Mar 7, 2020 | Marketing communications
Recently I started this project online of building a website discussing various marketing topics. I do it mostly as a hobby, and it has been a great experience so far. Building it took me around half a day and I wanted to share some tips in case you wanted to build a...
by ricardopuyana | Mar 7, 2020 | Management
When you have a small or medium business is difficult to compete with large brands, however, there are some easy to do marketing activities that can help your business. I want to use this post to give you five examples of easy marketing activities to promote your...
by ricardopuyana | Mar 7, 2020 | Management
Product, price, place, and promotion. If you made any marketing workshops you have heard about them, if you studied marketing you probably have had nightmares with them (or with the AIDA, 4C, 4A, among other marketing approaches). And yes, developing your product,...
by ricardopuyana | Feb 17, 2020 | Management
One of my favorite marketing trends in our daily lives is the now economy. Everything that you see around that is quick to satisfy the needs of users like Netflix binge series consumption, or Amazons 24 hours or less delivery, Spotify’s unlimited streaming music,...
by Ricardo Puyana | Nov 29, 2020 | Uncategorized
I was lucky enough to have the opportunity to speak with Sasha Garcia about marketing. We discussed her career evolution, what others can learn from it, the skills to be successful in work, the importance of being data-driven and human critical thinking, and the...
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