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  • The future of Television and Advertising

    vintage tv set reflecting lamp in building
    Television like others it is evolving.
    Photo by Anete Lusina on Pexels.com

    Recently, I was talking with a friend, who is a reporter on a sports channel, about television and its future. Well, I mentioned that the future is Hulu or Netflix, where you only need to pay $6 or $12 to get the video that you want, the content that you want at the hour that you want. The future of television is in demand.


    He proceeds to tell me that the television is moving forward in that direction, and the form of the television that we see right now, will change dramatically to a format where the audience can interact and do not be interrupted. The new model of business will be the subscription.


    Media like the New York Times, for example, are moving to create premium and exclusive content for its readers and if you want as a reader to get more detailed or deep articles you need to pay for a subscription. These subscription plans start at $1 per week. Cheddar, a news channel like MSNBC, has a plan where people can get a free month of the channel, but you need to pay $2.99 monthly.


    In this situation, one of the most hurt industries is the advertising one. This because the brands and clients have seen that the audience is not interested in the interruptive and annoying but in content that focuses on benefits and other relevant issues that matter to them. Gimlet Media, a podcast network, create a division for branded content named Gimlet Creative. This division creates content for brands, separates journalism and narrative shows. Something like that is the future of advertising.


    These are aspects that make us think that all media are changing the form and experience of how they have distributed their content and how to get new revenues in front of decay of the traditional way with broadcasting.


    HBO is making that change with HBO Go, Dinsey did it with Disney+, Fox News has Fox Nation. Also, you can see some shows of CNN, FOX News, MSNBC, or CBS on Hulu. This is a sign that the television future is online, on-demand, and streaming. There is no doubt.
    Then, what would happen with the advertising? The future should be branded and integrated into the content. People hate the interruptions and with that, in mind, the advertising has to see the incorporation of brands within the content. Let’s take Cheddar as an example. This news network, has several revenue incomes, among them an advertising revenue model where brands integrate the brands within the news interventions. This practice is not old, is so old as the television itself.


    Television keeps being one of the most relevant and predominant mediums in the world of digital and is one of the most effective by its reach and frequency, and for that, the television (or video) should be in a media plan even has a limited budget.

  • CPC, CPA, CPM, ROI, ROAS: What Does That Means ?

    When launching a campaign on Google, Facebook, or other digital advertising platforms, you will encounter various acronyms such as CPC, CPA, CPM, ROI, and ROAS. These terms are essential in the daily operations of advertisers and marketers, as they represent different pricing models for online advertising. Let’s break them down.

    black and gray digital device
    Google is one of the biggest advertising platforms and use CPC and CPM bidding models.
    Photo by Torsten Dettlaff on Pexels.com


    The Most Common Pricing Models: CPC, CPM, and CPA

    CPC (Cost Per Click)

    CPC is one of the most widely used pricing models, particularly on platforms like Google Ads and Facebook Ads. With CPC, you are charged only when a prospect clicks on your ad. This model is ideal if your goal is to drive traffic to your website or landing page.

    CPM (Cost Per Mille or Cost Per Thousand Impressions)

    CPM charges advertisers for every 1,000 impressions their ad receives, regardless of whether users click on it. This model is particularly effective for brand awareness campaigns, as it helps businesses reach a broad audience and stay top-of-mind for potential customers.

    CPA (Cost Per Action or Cost Per Acquisition)

    Unlike CPC, where you pay per click, CPA charges advertisers only when a specific action is completed. This action could be a form submission, content download, or purchase. CPA is commonly used for lead generation and sales-focused campaigns.

    Additional Pricing Models

    In addition to the three main pricing models, there are other variations tailored to specific campaign objectives:

    CPL (Cost Per Lead)

    Similar to CPA, CPL is designed specifically for lead generation. If your primary goal is to acquire leads rather than drive other actions, and the platform offers a CPL model, it is often the best choice.

    CPI (Cost Per Install)

    This model is commonly used in app marketing. Advertisers pay only when a user installs their application, making it a highly efficient method for app promotion.

    CPS (Cost Per Send)

    CPS is primarily used on LinkedIn and refers to the cost per message sent in Sponsored InMail campaigns. This model is particularly effective for B2B marketing.

    Key Performance Metrics

    In addition to pricing models, advertisers also rely on performance metrics to measure the effectiveness of their campaigns.

    CR (Conversion Rate)

    Conversion rate measures the percentage of users who complete a desired action after clicking on an ad. It is calculated using the formula:

    Conversion Rate (%) = (Conversions / Total Clicks) * 100

    For example, if an ad receives 100 clicks and results in 5 conversions, the conversion rate would be 5%.

    ROI (Return on Investment)

    ROI measures the profitability of an advertising campaign. It helps businesses determine whether their marketing efforts are generating a positive return. While there are different ways to calculate ROI, a simple formula is:

    ROI = (Revenue – Cost) / Cost

    ROAS (Return on Advertising Spend)

    ROAS is similar to ROI but focuses specifically on advertising expenses. It measures how much revenue is generated for every dollar spent on advertising. The formula is:

    ROAS = Revenue from Ads / Advertising Cost

    For example, if a fitness instructor spends $100 on an ad campaign and generates $175 in revenue, the ROAS would be:

    $175 / $100 = 1.75 (or 175%)

    This means that for every dollar spent on advertising, the campaign generated $1.75 in revenue.

    Choosing the Right Pricing Model

    All these pricing models shown can vary with your purpose and goal for your campaign. Also, it would depend on the campaign format. Be sure to plan very well and determine which fits better for your advertising campaign.

  • Data And Market Research

    In the past, I was complaining about the use of market research or the use of data. With the mindset that data is the newest trend in the avenue, I decided to pay more attention to a “data-driven” implementation that uses just the market or marketing research. Later, I have to know that the data and Market research are complementary and nonexclusive from one another. Also, Data is part of the market research.  

    Data and Market Research should be part of your marketing approach.
    Data and Market Research should be part of your marketing approach.
    Photo by Lukas on Pexels.com

    Let’s talk about examples. Let’s think of a fitness studio or a gym that wants to open in a certain area. One of the first things that you should have thought about is to scout for the best location for it, and that would not be the first step. The first thing that the owner should do is take a survey of the locals and ask about their preferences about fitness or workouts. Maybe knowing that people love yoga more than weight lifting is an indicator to create a better experience for the audience or people that would consume that kind of service. Also, you can find that people wish to pay for a personal trainer instead of going physically to the gym. 

    Some owners including marketing managers get carried away by the gut feeling or their instinct and probably that leads to no desired result or a failed campaign. That is the main reason that all the people who lead marketing efforts or anything else in life have to be data-driven. Being data-driven leads us to know or discover real trends or particularities of our clients or customers and don’t be general. Typically, some people confuse or use data from a general basis to start any campaign and say that it is “doing” market research and it’s not. Market research is deeper and takes real-time, your time. And that is one of the reasons which some owners or marketing managers or executives avoid doing research and gathering data because they are more dependent on magical and instant results than taking their time to do the best approach to their clients.

    Let’s say that any trade association releases a report that says that the people love spending more time watching TV instead of using social media. That is a great start if you are seeking what kind of format of media you need to spread your message but you have to dig deeper with other variables such as the range of ages, household income, generation cohort and take that information and link it with your business. It’s not the same as the behavior of a supermarket consumer than a technology user. Here you can start with some surveys that cast lights or make an internet research that does the same. 

    There are some many tools that can help you to start as Google Survey, Survey Monkey, Qualtrics, and more

    Also, Tríptico can help you to plan and implement a market research execution. Let’s talk.

  • Why Get a Marketing Consultancy?

    crop businessman giving contract to woman to sign
    Photo by Andrea Piacquadio on Pexels.com

    First thing firsts. A consulting firm is similar to a consultancy, in the last case the consultant gives you advice and implements what he or she proposed to you. Also is a Portementu between Consulting and Agency. Let’s go then! 

    When you start a business or want to grow an existing one you will seek a lot of things or professionals that help you to achieve stuff that you don’t know clearly or don’t know how works, here a consultant enters the game. For example, if you need to do taxes the best way is paying an accountant or if you need a permit you hire a urban planner or if it is a legal issue you will pay for a lawyer. 

    Therefore the same should happen when you do marketing, advertising, branding or  communications. You have to get the input of a professional in media buying, design, or strategic planning that supports your plan. But also that professional has to recommend your assets accordingly to get measurable results.Yes, a marketing agency could do that too, but with a consultant you would have a person directly suggesting what is the best way to achieve your goals. 

    One myth when a business owner is reluctant to invest in marketing or communications is the highest cost. With the advent of the internet the cost of advertising and marketing efforts are relatively lower than years ago. In addition, the efforts on the internet are measurable and an owner can discover how their customer behaves and understand the reason for their behavior. 

    Having said that, why have you as a business owner hire a consultant? Let’s explain it: 

    1. The cost of hiring a consultant versus an employee or an agency is relatively low. That means saving time and money. 
    1. They have the expertise. A consultant through his or her knowledge knows better how to get and experiment to achieve results. 
    1. A consultant has dedicated time. They would focus on your project and recommend you the best alternatives because this is another point. The consultant would suggest a different alternative related to the goals that you are looking for instead to give you a straight plan. 
    1. Objectivity. The consultant would tell you their point of view. 
    1. Bring fresh trends. Working with a consultant will bring you with new and fresh insights and trends of the market and industry as long as it is part of your plan. 
    1. Bring support and guidance. Probably business owners starting or growing their adventure have a limited time to elaborate marketing or advertising strategies because there are other stuff that are so important such as finances or budgeting. Here a consultancy or a consultant become a big deal supporting that business owner to delineate their marketing strategies
    1. The Consultancy is focused on the implementation and its performance further the strategy. A consultancy don’t just give you the strategy, also they bring you a way to implement that strategy and 

    These are some of the reasons that you could invest in a consultancy for your business owner. Also if you are looking for one, we are ready to know you and talk about it:

    Time(required)

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  • Business Strategy: The Main Concepts

    Brainstroming Session
    Image by StartupStockPhotos from Pixabay

    When you are creating or starting a business you have to understand and know some criteria that are very important and critical in your idea. Starting a business is sometimes harder because permits and so on, but with a great business strategy it will not be a martyrdom. 

    You have to think about how the business would operate and how you and your overhead will flow with the operations. You know how the business will operate but you have to give to your staff a roadmap. You have to write down guidelines or a framework where the employees understand how the operations should work. Don’t need to be precise or very strict nor the longest document but the principal goal of this is to give the employees how the business works.

    plastic bottles and cleaning supplies for washing
    Photo by Anna Shvets on Pexels.com

    Is the turn of the product and services. You have a very clear how your business will operate, now is time to know who services or products you will offer or manufacture. With the frenesi of starting a business and having revenue you want to hoard all the services or products that you can develop. This is a common mistake, because you will get many different offers that can overwhelm your consumer. In this case start with one thing and then keep adding other products and services. Also, you have to think to develop product creating benefits and per se more value for the consumer. In this part, you would consider to make researchs or collect data to understand the consumer and market behavior as trends and processes. Remember your product and your services are the brain of your business. 

    Image by StartupStockPhotos from Pixabay

    Once you have this, start with marketing and sales. If Product and services are the brain of your portfolio, marketing and sales should be the spine of any business. What would bring income and revenues for your employees and business are the marketing and sales efforts. Some business owners ignore it because they think that a product or service would sell by itself because it will cover a need in the market and per see, the people have to buy it. But you have started new stuff and the people have to know how it works and add value. Marketing and sales will work to create awareness and relevance to your product or service. Within this strategy, you have to develop marketing and sales strategies according to your budget and your business or commercial goal. 

    We mentioned budget. That’s another significant part of your business strategy: the distribution of budget and capital flow. Already you work exposing your business products and services through marketing and start to receive revenue. Here with this strategy you have to reflect how you will deliver and distribute that money to keep growing. 

    These summarized strategies can be developed inside a Porter’s Five Forces diagram or other strategic planning model as a SOSTAC Model. In each industry or company, the strategy changes and some concepts are subsitituided.

    Do you want to know more about how to structure and start your Business Strategy?

    I invite you to a virtual orientation to talk further in how to delineate your strategy:

  • Types Of Google Ads Objectives

    Google Ads Logo

    Google Ads is today the principal revenue method of Google/Alphabet. 3.5 billion people search in Google per day. The platform lets access to the unlimited (or almost unlimited) pages of a lot of websites. Indisputably, Google is the most search engine uses in the world. Accordingly with Statcounter Google has a 92% of the search engine market share worldwide, at the top of Bing that has 2.69%.

    That insight makes Google one of the most important mediums to invest in and be considered in a paid media strategy. First of all, you have to check some aspects as your audience and market.

    One of the ways to maximize the Google Search Platform for your business is through the advertising platform Google Ads. With this platform, you have many options to promote and marketing your business that can fit perfectly with the objective that you desire or looking for.

    When you start using Google Ads, it would appear what mode of the campaign you prefer. You can select from two: Smart or Expert Mode, the first option is for a step-by-step, quick, and friendly guide if you don’t have expertise using the platform. On the other hand, you have the expert mode where you have to be specific in selecting your keywords, audience, type of campaign, and objective among others strategics components.

    The most important part of making the campaign is the first step, selecting the objective of it. Google Ads has 8 options:

    Sales

    This option increases your sales if you have a store online. With this objective, you can track your customer journey and their behavior within the website. You can check what is the product page most visited among other actions that can help you to convert a sale. For more accurate insights you have to get a tracking code on your website.

    Potential Clients

    Sometimes you need people that are interested in your product or service to get a push through a demonstration or a discovery call. This option is better for that goal. With this alternative, the client or lead wants more information to make a decision.

    Web Traffic

    If you have a medium, a blog, or a fundraising page and you want to attract traffic to generate buzz, this is the kind of goal to focus your campaign. With the web traffic aim, you would generate visits to your site

    Brand and Product Consideration

    This goal is fine when you need the audience to explore your product or service and, in the future consideration to buy it. Great for when you are starting a service or product.

    Brand Recognition and Reach

    For this aim you just want that the people don’t forget your brand and keep in the mind of the consumer. The conversion would be in a long-term period instead a short one.

    App Promotion

    If you are a developer and have a new app and want to get more downloads this aim is for you.

    Local Store Visits

    This is a hybrid option for local business as restaurants, car dealers or boutiques. They promote the store on search engine and the list of the alternatives that the user is searching for appears

    What is the better option for you? What are you searching for? Have your doubts about how to start your paid media campaign with Google? Google is a great platform to get your business at the top of the search. We can help you to figure out what is the best alternative for you.

    Let’s talk:

  • Email as a channel for engaging your clients

    Email Marketing would increase within the next years

    When you analyze the traffic of a website you can see where the traffic comes from. Typically, the analytics platforms as Google Analytics or SimilarWeb show you 5 sources of traffic: Search, Social Organic, Display, and Email, also we have direct traffic but that kind of traffic is not by referral as the others. Normally, from all of the referral traffic sources, email is one of the lesser referrals in comparison with social and search. Clearly having channels such as Youtube, Google, or Facebook among the top 3 websites most visited for almost one decade, we can find the reason because social and search are the top referral sources.

    But email is one of these distribution channels that is converting into an effective media channel. While the Internet users keep growing the email users too. This contrast with the “announcement of its death” decades ago (Which it is absurd because email is the unique form of registration in the web) with some media implementing the email as a good way to distribute content. This is the case with newspapers such as The New York Times or El País and exclusive email daily digest as The Morning Brew. 

    A Study realized to marketers, they answered (82%) that the email is a great content distribution channel. Another report shows that marketers in november 2019 saw an increase in email engagement in comparison with the previous year. The same reports reflect that the emails are also a good brand-connection channel.These are great starting points.

    That same report said that the investment in email marketing would increase by the next years. Although early in the 2020 we were impacted by the pandemic the rise of email has been continuous despite the lockdowns and some restrictions to facing the pandemic.

    Having written that, email marketing is a good way to engage with your clients. You have different mechanisms or tactics that you can use for that aim (reach your clients). The most common, obviously, is the simple/ basic email with the subject line with paragraphs with information and some photos or quotes, but there are more formats like eNewsletters, landing pages inside the email, or microsite with offers. There are many platforms and SaaS that help you to work and rely on your email strategy such as Mailchimp, ConstantContact among others.

    On Triptico we have the tools and solutions that you need to use email as an engagement and conversion tactic. Give us a call.