Category: Blog

Maximizing business impact through strategic events

Business events have emerged as powerful strategic tools to generate a profound impact and position brands exceptionally. In this article, we will explain how these events can be authentic brand catalysts, reveal their capabilities to establish powerful connections, and share key tactics from our experience for creating unforgettable events that captivate and resonate with the target audience.

1. Establishing bonds with your audience:

Business events have a unique power to allow companies to connect directly and personally with their audience. By creating events that are both relevant and exciting, companies can achieve tangible and valuable interaction with their customers, partners, and followers. Events provide a stage where the brand’s personality can come to life, and core values can be conveyed in a way that remains imprinted in the memory of each participant.

2. Creating vivid and emotional experiences:

Through meticulous planning and precise execution, it is possible to design exciting moments that leave a lasting impression on participants’ minds. These experiences not only strengthen emotional bonds with the brand but also create a deep and lasting connection that transcends the conventional.

3. Expanding brand horizons:

Events not only directly impact those present but also open doors to strategic brand expansion. With the right combination of digital marketing and SEO techniques, it is possible to promote and spread the event online, reaching much wider audiences. This not only amplifies the company’s visibility but also sparks interest and curiosity among those individuals who are tuning in through screens, allowing for a broader reach that can help achieve goals through different channels.

4. Strengthening business alliances:

By bringing together clients, partners, and collaborators in a different environment, interaction is fostered, and opportunities for building stronger connections are provided. These strengthened alliances can lead to strategic collaborations, valuable recommendations, and deeper customer loyalty. Well-defined strategies can generate higher levels of sales with exclusive launches or irresistible offers; it all depends on the type of event being held.

5. The foundations of memorable events:

To create impactful events, it is important to consider several fundamental pillars. The most important one is setting clear event objectives supported by a solid strategic plan. Additionally, careful selection of the format, venue, and visual and multimedia elements is crucial in establishing unforgettable experiences. Finally, proper promotion, both before and after the event, will ensure high levels of participation and a rewarding return on investment.

By harnessing the power of events and applying skillful SEM and SEO strategies, companies have the opportunity to create invaluable impact on their audience, lasting in the memory of participants and achieving outstanding results for the brand.

In summary, business events have a profound and enduring impact on companies, paving the way for brand positioning, authentic connections, memorable experiences, and strengthened business relationships.

Companies that establish connections and effectively communicate by implementing different marketing strategies are set for success in the coming years.

The world of digital marketing is constantly evolving, and in the business realm, the B2B (business-to-business) approach has gained increasing relevance. B2B marketing strategies focus on establishing commercial relationships between companies, and currently, there are several key trends that are transforming how brands position themselves, sell, and enhance their business relationships. In this article, we explore these trends and how they can help boost companies’ success in the digital landscape.

1. Personalization and customer experience

In a highly competitive market, personalization has become one of the main trends in B2B marketing. Companies are using data and analytics to better understand their customers and offer unique experiences. This involves tailoring content, messages, and offers to each customer’s specific needs and preferences. Personalization not only enhances the customer experience but also strengthens business relationships by demonstrating increased commitment and attention from the brand.

2. Marketing automation

Marketing automation is another trend revolutionizing the B2B world. With advanced tools and platforms, companies can automate repetitive and tedious tasks such as email marketing, audience segmentation, and lead tracking. This not only saves time and resources but also allows companies to be more efficient and effective in their marketing efforts. Marketing automation also facilitates tracking and reporting, helping measure campaign success and optimize strategies.

3. Harnessing artificial intelligence

Artificial intelligence (AI) has found a prominent place in B2B digital marketing. Companies are using AI to analyze large volumes of data, identify patterns and trends, and make more informed decisions. This enables brands to anticipate customer needs, offer personalized recommendations, and optimize marketing strategies. AI also plays a crucial role in marketing automation, as it can perform complex tasks quickly and accurately.

4. Value-driven content and content marketing

In an information-saturated world, value-driven content has become a key differentiator for B2B companies. Content marketing focuses on creating and distributing relevant, useful, and high-quality content to attract and retain leads. This includes creating blogs, videos, guides, and other resources that educate and inform customers about the company’s products and services. Value-driven content not only positions the brand as an industry authority but also builds trust and establishes lasting relationships with customers.

5. Focus on digital channels

The rise of digitization has led B2B companies to increasingly focus on digital channels to reach their audiences. Social media, corporate websites, email, and other online platforms have become essential tools for communication and product/service promotion. Additionally, third-party online marketplaces are gaining popularity as effective means of expanding reach and sales. The focus on digital channels enables companies to reach a wider audience, generate quality leads, and establish lasting business relationships.

6. Data analytics and performance measurement

Data analytics and performance measurement are essential aspects of B2B digital marketing. Companies are using advanced analytics tools to collect and analyze real-time data, enabling them to make informed decisions and adjust strategies based on results. Performance measurement also helps identify areas for improvement and optimize marketing processes. By understanding and utilizing data efficiently, companies can significantly enhance their brand positioning, sales, and business relationships.

To make the most of these trends and achieve the best results, it is important for brands to invest in advanced digital marketing tools and begin harnessing AI capabilities. This will allow them to position themselves better in the market and capitalize on the opportunities that are arising.

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AI technologies are the new strategic allies for creating successful businesses and providing timely solutions in the shortest possible time.

Artificial intelligence (AI) has become a fundamental tool for improving business processes in various sectors. With its ability to analyze large amounts of data, automate tasks, and offer personalized solutions, AI is revolutionizing the way companies operate and make decisions.

This is a great opportunity to boost your growth in a faster, easier, and more successful way.

Some of the benefits you will gain by knowing how to use AI tools include:

1. Automation of repetitive tasks and process optimization

An advantage for companies is that AI algorithms can perform tasks such as data processing, report generation, and inventory management efficiently and accurately. This frees up employees from mundane tasks and allows them to work on more strategic and creative activities, increasing productivity and improving the quality of work.

2. Improved data-driven decision-making

Another important aspect of artificial intelligence is its ability to analyze large volumes of data and extract relevant information. By using machine learning algorithms, AI can identify hidden patterns and trends in business data, facilitating informed and data-driven decision-making. This enables companies to anticipate market needs, identify growth opportunities, and minimize the risks associated with decision-making.

3. Personalization of the customer experience

Companies can personalize the customer experience by offering products and services tailored to their individual needs and preferences. This not only improves customer satisfaction but also increases loyalty and retention, resulting in increased revenue and profitability.

4. Improved operational efficiency

The implementation of artificial intelligence in a company’s operational processes can lead to significant improvements in efficiency. AI can identify bottlenecks in the supply chain, optimize production scheduling, and predict demand more accurately. This helps reduce operating costs, minimize waste, and improve the quality of products and services offered.

5. Driving innovation and competitiveness

Finally, companies that adopt AI can develop unique and disruptive solutions that differentiate them from the competition. Furthermore, AI’s ability to quickly analyze large amounts of data allows companies to identify new business opportunities and quickly adapt to market changes. This gives them a competitive advantage and enables them to lead in their respective sectors.

In conclusion, the use of AI tools is a solution for time optimization by automating repetitive activities and analyzing data, freeing up time for employees to focus on reasoning and creative activities.

Artificial intelligence is not a threat, as many perceive it to be. On the contrary, it is an opportunity, and those who adapt to this trend will be more efficient, successful, and better positioned to face future challenges in the business environment.

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1. Brands as Allies in Digital Transformation

Appearances of the shopkeeper as the lead in television commercials are recurrent, especially in those of low-paying references. But fewer brands propose to contribute to this channel’s digital transformation, which has also been impacted by the emergence of hard discounters (a problem with which they are connected with big brands) and by the needs of a shopper who is more concerned about disinfected surfaces and prefers home delivery.

How can brands be allies of this channel to genuinely connect with communities and transcend the TV commercial?

2. New Challenges in Having a Shop

One of the alternatives to unemployment that Colombians have, especially when we come from historical figures in this “anti-indicator,” is the opening of neighborhood shops. (Mini business). However, these seem to be concentrated in middle and low socioeconomic segments, where there are still blocks with houses and an urban neighborhood environment from the 20th century. And this is due to the fact that the fourth era of urbanization of our cities implied the growth of condominiums, where the dynamics of taking advantage of home space for business space have been limited or transformed (e.g., use of front desk areas, home deliveries to buildings, small commercial spaces on new properties).

How do brands adapt to new urban realities, which imply new ways of having a shop?

3. Technology at the Service of Shopkeepers

There are already several efforts in which apps have joined and made shops technologically visible, a trend that was already in place in similar establishments in other countries. However, the relationship with this channel can be strengthened through technology without the existence of other intermediaries. Think about the possibility of placing orders with a button on the cell phone or customizing the trade from photos that the shopkeeper user shares via WhatsApp, saving time and optimizing resources.

How can brands use technology to build valuable relationships for a channel that continues to be important to Colombians?

The buying habits of Colombians have shown in recent years how the search to satisfy needs implies diversifying the spending destination. Regardless of lifestyle (single, married, families with children, or pets), the inevitable rise in the cost of living and the unavoidable challenges people face (demographic accidents such as job loss, illness, etc.) make there being an assortment of channels when it comes to wanting to satisfy vital needs inevitable.

However, with the inevitable break from everyday life as we knew it that the Covid-19 pandemic implied, what has been seen is how this diversity of options is transferred to necessary and inevitable digital shopping habits. But it is not just that there are different digital or e-commerce channels to fulfill some purchasing missions, they are combined with variables such as digital penetration, the level of involvement with devices, and digital media, in addition to the necessary habituation to payment methods other than cash.

Based on the relationships we have with our brands’ shoppers and their various requests during this last year, at Feeling, we detected three realities that marketing teams must take into account, at this time that the world’s changes make it absolutely necessary for people to assume their needs as consumers and buyers in new ways.

1. The Multiple Shopper

Covid and the resulting lockdown diversified the roles of nuclear family members. This is how the housewife, who was usually marked as the home’s primary shopper, begins to share roles with other members of the family nucleus. One of the children can now be essential to help search for some products because of how familiar e-commerce platforms can be for younger generations, or how another family member can begin to be relevant because they have access to a credit card or is more familiar with handling electronic payment means.

What could brands do?

How can they begin to connect nuclear families in their databases? Amazon is currently making households share prime accounts, with features like listings and discounts. How can payment methods with accounts of people other those that make the actual purchases in e-commerce begin to share information? How can retail brands and those in the financial sector establish service portfolios for nuclear families that consider these roles and realities beyond simple characterization?

2. The Digital Bargain Hunter

That habit of taking advantage of discount opportunities to stock up or to buy what you usually don’t, has moved to digital, but taking advantage of a reality that does not exist in the analog world: timelessness. People can save their carts, make wish lists, and wait at any time to be able to satisfy their need or want based on a change in price or an enriched value offer.

What could brands do?

Special discount hours could be added to the unique editions and versions sold in e-commerce. Some segments of the population (single-person households, young couples) overcome their dislike of having to go out to get supplies by buying during extended hours or in more convenient formats. How can the ability to generate tickets at unusual times today be an opportunity to connect with those segments that are not yet used to adulthood and the need to “go grocery shopping”?

3. The Habits That Have Made Digital Uses Accessible To All

Payments through fintech, the massification of sports betting, and the prevalence of Whatsapp as a daily communication tool are three of the many habits that can help consolidate the digital shopper.

What could brands do?

How can small amounts also mean digital transactions? Informality implies the necessary use of cash or sporadic payments. How can those small amounts that people have in their mobile accounts become transactions? How can Whatsapp become the most efficient way to connect one-on-one with customers that had not been previously considered?

Although the practice of taking self-portraits is as old as photography, its popularity has been growing according to humanity’s evolution.

Initially, the self-portrait approach was more artistic, as was the case of Robert Cornelius, the first photographer to do so, who only wanted to have a different approach to perspective in his photographs, or the case of photographer David Slater, who lent his camera to some monkeys and one of them happened to take a selfie while playing.

As the camera was integrated into the cell phone, the Selfie became a form of spontaneous expression of the moment in real-time. With the proliferation of social media, this was the perfect cocktail for this practice to become so popular. It has transcended borders, ages, spaces, and appropriate times to do so, to the point that, in 2013, the word selfie was declared Oxford Dictionary’s “Word of the Year,” with some 57 million hashtags on social media, and used by celebrities, brands, and even politicians.

The Selfie’s growth in popularity and relevance for people is a door that opens for brands that want to have two-way communication with shoppers, as they themselves are the stars in creating content. Well, the Selfie becomes that validator of how the brand is essential in the user’s life, how it accompanies them at significant moments along the journey, making that connection that translates into conversion, as it represents their unique relationship.

The use of the Selfie can have different roles within the communication strategy and depending on the KPIs;

• Awareness – with campaigns where the brand takes advantage of trending topics, becoming part of user conversions, organically, and showing the brand as part of these experiences, memes, or challenges.

• Engagement – when they encourage users to show how the brand is experienced or with the creation of their own filters, making the user an ambassador.

• Conversion – when used within sales mechanics to create interaction dynamics based on skill and not by chance.

The Selfie can become an excellent ally for all brands that want to give greater relevance to the consumer’s active participation in creating the product or the brand experience. However, it is essential that its presence within your communication strategy is not seen as just another trend, as its impact will be diluted, given that the amount of communication on social media is growing daily.

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