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Social networks had a moment of glory a few years ago. They were the scenario in which companies could reach consumers quickly, effectively and with very low costs. Consumers were there, brands and companies could be, and, more importantly, everyone played with more or less the same starting conditions. One could be a small company from a peripheral place and become a star of social networks. Things have changed in recent times. On the one hand, social networks have made it more and more difficult to succeed organically. The content has more complicated reach consumers and passing from 0 to 100 fans in two days has become very difficult. You have to dedicate a lot of work to it and you have to make an investment in advertising and in a team or a professional that knows what you are doing. On the other hand, this has tipped the balance, or at least that's what it looks like from the outside. The big brands with their big budgets are those th...

The psychology of why we buy is much more complex than it might seem, as well as how we respond to purchases and how these processes modify our perceptions about the things we do and about our relationship with brands.  One of the elements that are associated with purchases and what brands should be considered is buyers 'remorse, which is known as buyers' remorse or poor shopping awareness, and that modifies how they act and how they feel consumers in relation to what they buy. Basically, consumer remorse is feeling bad after buying for one reason or another and it is a feeling that everyone has felt on occasion. It's the thrill that comes with deciding to buy something (and buying it) and you begin to think that maybe it was not such a good idea or maybe you should not have bought something that you really need. It is what happens when you buy a book despite having to read; when you buy new shoes although it is not something you really need or when you do wit...

Brands and those responsible for their strategy have to face each time more and more varied problems and more demands. In the case of the internet and what they do in that environment, companies can no longer continue to bet on everything and they have to be careful with the type of advertisement they use. This, until the stage they choose to show it to the world. Consumers are increasing with more and more things. Not only do they not want ads to be annoying. They expect brands and companies to strive not to be intrusive, but are also increasingly concerned about who the companies are partnering with when launching those ads. That is, for the consumer, the values ​​of the medium in which they have found the advertisement have a effect on the brand and the company that appears in that advertisement. People in Internet do not separate the content and assume that if you advertise in one place you are supporting that editorial line. That thought has some logic. After all, the...

As e-commerce has become an increasingly important element of branding and business strategy, a number of elements have been added to the list of things businesses have to worry about and in which they have to focus if they want to connect with your potential buyers in the new times. One of those elements is delivery.  Unlike traditional commerce, where consumers have things at the same time they buy them, in e-commerce one has to wait for purchases to arrive home. For companies in this sector, this is one of their most crucial issues and one, moreover, that they have to leave in the hands of a third party. They can not control the deliveries, but they have to contract them to third parties, which implies a new expense that is transferred to the consumer and that has become one of those elements of the eternal debate. Because... what do consumers prefer? Do you want to have your purchases right now and therefore are willing to do anything to have things as soon as poss...

One of those pieces of popular wisdom that we have all heard is that the face is the mirror of the soul. In the business world, this has meant that companies need to take care of the external image they show to their consumers. There are offices and stores that show certain colors because they represent the values ​that the brand wants to transmit. If the Starbucks 'baristas' are always smiling is not a coincidence, but rather part of a business strategy. Their smile transmits something that the company wants to position. Therefore, it is often surprising to see certain practices that brands and companies have in the internet era. Although the network is one of the most powerful showcases for companies in these times and one of those that has a greater impact at the present time, not a few companies forget that what is seen is what will end up causing the first impression on consumers. Thus, there are many companies that have official pages with outdated and unatt...

One of the weapons that e-commerce has is packaging. The way in which it presents its products is one of the elements that allow a closer relationship with its consumers. At the outset, packaging is important because it is the first real and physical view that the consumer has of what he is buying.  Companies have to take care of it so that the first impact is positive. Thus, boxes of poor quality generate a poor opinion and predispose the consumer to see with worse eyes what comes inside. That is another important and outstanding point, since the packaging has to function as a kind of guarantee. It has to make the products arrive in good condition to the final consumer and that this receives them in the best possible conditions. That is not the only point where packaging can become a decisive element in establishing value relationships. Packaging also helps create brand image and solidify the general perception of it and, at the same time, can serve as an element to p...

When e-commerce appeared, many people rushed to announce the death of traditional commerce. Consumers were increasingly buying online and, therefore, they were condemning physical stores to a possible future death. His luck was set and it did not seem to be very positive. But in spite of it, the physical stores are still there and they are a very important part of the buying habits. In fact, consumers are quite far from being buyers of one or the other scenario. They want to buy in all the stages and they want to do it also how and when they please. That does not imply, however, that they do not see the different sales channels without problems and without fail, and that they have no complaints and negative opinions about them. That physical stores have been around for so long does not necessarily mean that everything is seen in them with special good eyes. Consumers remain highly critical and continue to find defects that should be addressed. What are the things that most...

In our previous post, we explained 5 keys to get consumers in online markets. Of course, that is not enough and we are here to give you 5 more pieces of advice to make you e-commerce grow. 1) It has to be a solution When we buy online, we can buy simultaneously in several spaces and various types of products. We do not have to navigate sections of a supermarket, for example, browsing shelves to see what we find, but you can put many things at the same time in the cart. This implies that companies have to be able to see the purchase not as something that is made product to product, but rather as a process in which products are keys to more things. 2) Many more audiences have to be reached, even those who have been forgotten In a physical store, space is limited. A supermarket can not sell vegan products if there is not really a significant niche market and a cosmetics store can not sell a type of shampoo that only buy 2 people in that neighborhood. However, the online store...

It is not very difficult to find examples or at least think about them. We have all met with some product that advertised what it was with enthusiasm. The mini bottle of gel in the hotel room that exclaims I'm soap, use me! The chocolate that is sold as a remedy for difficult days.You just have to think about any product and it is possible that somewhere someone has already tried to sell with that presentation to the friendly and nice, the nice. It is what is known as friendly branding. The product is presented in a fun and friendly packaging, one that is charming and friendly. These types of designs have a clear explanation and justification. To the user, these products are more accessible and it is easier to establish a connection with them. For example, you just have to think about the Dropbox case. Dropbox is a product that, at first glance, does not look anything particularly accessible or especially nice. In the end, what we are selling is storage in the cloud, somet...

One of the recurring things in studies is that consumers are now looking for different relationships with companies. That they also expect them to offer different content, different actions and establish links. All this based on different things from those used in the past. In the language of brand strategy, new words, such as feelings, emotions and experiences, have begun to appear more and more persistently. In this last point, companies are still beginning to understand what they should do and how they should play with it. In fact, the experiences are not only important for themselves, but also begin to be important for their impact on other elements. Experiences are key to generating those emotions and feelings that consumers are seeking to establish as links to their favorite brands. They're sometimes the only possible way to create that value relationship with them. Few are the companies that have a budget destined to connect with these consumers using the mar...

Summer and heat are once again one of the most feared e-commerce times, which until now were forced to dust off their heavy artillery if they do not want to experience a considerable decline in their sales. In the summer, customers and potential customers disconnect their computers and set off for the beach to slip on their sandals, put on their swimsuit and lie on the sand. However, it seems that the season is going to be different, and is that, in this holiday context that is characterized by a certain distance between the brand and the consumer, the mobile is presented as a great help to alleviate this summer fall. This summer the mobile becomes the ideal travel companion. State-of-the-art cameras allow users to share their services and videos on their social networks, finding excursions and activities is easier than ever, and booking a room in a hotel or table in a restaurant is not a problem. The purchases through the mobile reach their maximum exponent with the "tra...