Marketing

Account-Based Marketing is a type of marketing strategy focused on a specific company (account). The campaigns are customized for this account, which brings impressive results.

SMO, or Social Media Optimization, is a concept whose central idea is to use social media to expand a brand’s digital strategy. By using it, you can reduce the total cost of marketing, strengthen the relationship with consumers, and maximize your SEO approach.

TL;DR Zembula defines participation marketing as bringing brand, employees, customers, and influencers into one conversation. William & Mary adds a fifth-P co-creator frame: customer input dictates how the brand behaves. Why it matters: Zembula says consumers are far more likely to trust friends and family more than a brand when they buy. How it works: […]

Distinctive assets are elements that trigger the memory of a brand and all its attributes and associations. They are slogans, logos, fonts, packaging, sounds, music, and other elements directly associated with a brand, even when there is no mention of its name.

Brand compliance means establishing alignment and consistency for your brand so that all strategies convey a single message. As in the definition of compliance itself, it is necessary to adapt to some rules to avoid unexpected situations. If the company manages this issue, it gets more integrated into its actions.

More than being well-known, a brand needs to create bonds with its target audience. For this reason, competing for the audience’s attention and resources is an increasingly fierce mission. Therefore, you have to do more than attract consumers; you must delight them and create a close and healthy relationship.

TL;DR Data-driven marketing uses information from multiple sources to understand behavior, preferences, trends, patterns, and performance before acting. The approach depends on lawful access, compatible data, accuracy, analysis, and a decision process. Why it matters: evidence can challenge assumptions about audiences and campaigns over time. The big picture: more data does not automatically mean better […]

Consumers can love brands. When they identify with the brand’s personality and the lifestyle it represents, they can become its strong supporters. It is this affectionate connection that love brands create with consumers. Let’s understand better how this happens.

TL;DR Narrative design for product marketers builds a unique product story and the content path that invites buyers into it. Cast the customer as the hero and treat the product as the guide that enables change. Why it matters: In crowded markets, a coherent narrative helps a product feel like its own category rather than […]

Every brand has to be built, and there are countless tools to do so. However, one of the most powerful is to use emotions. Storytelling is a tried-and-true technique for building a brand, but it doesn’t go far without some type of emotional connection. This part of brand building depends a lot on psychology as well […]