Consulta Gratis

Category: Marketing

  • Customer Driven: Un enfoque estratégico para garantizar el éxito de tu negocio o marca

    El enfoque Customer Driven o un enfoque centrado en el cliente es precisamente lo que esperas oir. Un enfoque estrategico que prioriza las necesidades y deseos del cliente o el consumidor antes que el producto. Principalemnte nos centramos en el cliente que adquirirá nuestro producto y no al revés.

    Por mucho tiempo las empresas se han enfocado en desarrollar un producto y como encjar este en la mente del consumidor, se invierte demasiado en mercadeo para promocionar ese producto, pero pasamos por alto el deseo y las necesidades que un posible consumidor realemnte tiene y es ahí donde pasamos la prueba de si ser efectivos i existosos.

    Una buena inversión en mercadeo no te garantiza el éxito de tu producto, conocer a tu público bien, sí. El mercadeo y la publicidad serán mecanismos de apoyo para diseminar tu mensaje o posicinar tu producto en la mente de ese consumidor.

    Para desarrollar una estrategia “Customer Driven” o centrada en el cliente, utilizaremos el libro: The Customer-driven Playbook de Travis Lowdermilk y Jessica Rich. El proceso que ellos plantean comienza con hipotetizar a tu cliente y su problema a resolver. En este primer proceso denominado como desarrollo de clientes o consumidor. Lo primero que haremos en el desarrollo de clientes es conocer cuál es el segemento de clientes que tenemos en mente, es importante estabelcer un segemnto de clientes ya que no podríamso impactar todo el mundo a la vez. Luego formularemos una hipotesis de nuestro cliente y coordinaremos visitas o reuniones con ellos para validar o no validar esa hipotesis.

    Al segmentar a nuestros clientes podemos comenzar con un perfil del cliente o un buyer persona. A este último por ser una representación gráfica y ficticia de nuestro cliente, le daremos un nombre ficticio. Una vez tenagamos nuestro segmento de clientes es recomendable comenzar con una investigación de escritorio (desktop research) para encontrar algún patrón o algún problema que podemos utilizar como punto de partida. Una vez hemos hecho esta investigación declaramos nuestra hipotesis.

    Ya contamos con suficiente datos de nuestro cliente y hemos hipotetizado sus necesidades, así como también lo hemos entreveistado. Ahora nos toca concptualziar una solución (Concepto) y le implemntaremos una característica principal (Feauture). Ya en esta fase desarrollamos el producto (o servicio, o marca o campaña publicitaria.

    Sí bien el enfoque “customer driven” o impulsado por el cliente es parecido al enfoque centrado en el cliente o “customer centricity” son dos conceptos diferentes. Ambos conceptos, sus principales atributos y difeencias los podemos discutir en otro blog.

    En resumen, para contar con un enfoque “customer-driven” o impulsado por el cleinte debemos enfocarnos en conocer bien quien es nuestro cliente y que problema enfrenta, luego desarrollamos un concepto con una característica importante que cubra las necesidades de ese cliente.

    ¿Que te ha parecido este artículo?

  • El Descubrimiento de Clientes para Tu Negocio

    El descubrimiento de clientes es un proceso formal estipulado en el desarrollo de clientes. Este proceso es ampliamente detallado por el autor Steve Blank en sus libros “The Four Steps for the Epiphany” y “The Startup Owner ‘s Manual”. Cómo punto de partida de este proceso, se comienza por una o varias hipótesis acerca de tu segmento de consumidores y luego verificando. Aunque este proceso se utiliza a menudo para comenzar algún nuevo negocio, también se puede utilizar para validar ideas nuevas, añadir nuevos servicios, entre otros. 

    Proceso de Desarrollo de Clientes y la fase de Descubrimiento de Clientes. Foto de Steve Blank

    El desarrollo de clientes se divide en dos aspectos; el primero es en el de búsqueda de potenciales clientes  y el segundo en el de ejecución del producto o servicio para esos clientes. Dentro de la parte de búsqueda, se comienza con el descubrimiento de clientes potenciales (Customer Discovery) y se compone de una serie de hipótesis, pruebas y experimentos que de manera frecuente están “pivotando” (pivot).Esta fórmula nos ayuda a descubrir si a nuestro cliente potencial le interesa nuestro producto o servicio en lugar de lanzar un producto nuevo y así probar que suerte tiene en el mercado. El proceso de desarrollo de clientes, incluso puede ser una adopción, adaptación o incorporación del proceso de desarrollo de producto, pero centrado principalmente en el cliente. 

    La herramienta principal para el desarrollo de clientes es el Canvas de Modelo de Negocios. Este canvas es una solución que nos permite identificar ciertas componentes de tu negocio (antes de redactar un plan de negocios) que validará la viabilidad de nuestro negocio. El descubrimiento de clientes cuenta con cuatro fases y cada una con pasos puntuales. Una vez tengamos el Canvas de Modelo de Negocios, se procede a hacer ciertas hipótesis y por ende comienza la primera fase del desarrollo de clientes; Establecer la hipótesis de tu modelo de negocios. 

    Primera Fase: Planteamiento de Hipótesis

    Dentro de la primera fase del descubrimiento de clientes se harán solo hipótesis acerca de los nueve componentes del canvas del modelo de negocios; el tamaño del mercado, la propuesta de valor(En este paso se puede incorporar el diseño de la propuesta de Valor (Value Proposition Design) del autor Alexander Osterwalder), los segmentos de tus consumidores, los canales de distribución, la(s) relación(es) con tu cliente, recursos principales, socios claves y  por último la hipótesis de precios e ingresos. Básicamente con esta fase profundizamos más acerca de nuestro modelo de negocios. Al final de este proceso debes haber completado un “brief” Para dejarte llevar, descarga esta plantilla y comienza a desarrollar tus hipótesis. 

    Segunda Fase: Diseño de Pruebas y experimentación del problema

    Luego de todo el “papeleo” de la hipótesis en la primera fase del descubrimiento de clientes, procedemos a probar estas hipótesis a través del diseño de ellas. Con estas pruebas también podrías usar de referencia el libro “Testing Business Ideas” de Alexander Osterwalder. En esta etapa procedemos a hacer los primeros contactos con potenciales clientes, entender el problema que el cliente tiene e ir preparando una solución bajo nuestro modelo de negocio, si cuentas con un producto o servicio que que se distribuye de manera virtual, tendremos que desarrollar un MVP (Minimum Viable Product) o prototipo y por último recoger información acerca de nuestros clientes potenciales y mercado. 

    Tercera Fase: Diseño de pruebas y experimentación de la solución

    En esta tercera fase básicamente repetirás lo mismo que en la segunda fase, pero con miras a probar tu solución a tus potenciales clientes. Aquí harás una actualización del Canvas del Modelo de Negocios, crearás una presentación de la solución, probarás la solución con el cliente, y volverás a actualizar el modelo de negocio

    Cuarta Fase: Verificar el Modelo de Negocios, pivotar o proceder

    En esta última fase, regresas a la oficina y parejas todo lo que encontraste en las pruebas. Aquí procedemos a analizar cómo tu producto encaja con tu mercado y conocer de primera mano la viabilidad de este producto o servicio. 

    De por sí el desarrollo de clientes es un proceso que puede durar desde semanas hasta meses, todo dependerá del énfasis que se le de. Aunque aquí mencionamos el canvas del modelo de negocios como punto de partida del desarrollo de clientes, esto no se limita solamente a la estructura del negocio. Un equipo de mercadeo puede implementar el desarrollo de clientes para una campaña, el lanzamiento de un nuevo producto o servicio, desarrollar tu marca, innovar o crecer tu negocio entre otras cosas.

    En Tríptico tenemos la experiencia para ayudarte en este proceso de Desarrollo de Clientes en general. Contáctanos hoy a través del 787-586-9302, escribiéndonos un email a: johnathan@trptco.com o llena el formulario a continuáción:

  • 2021: El año de Google en Búsqueda

    2021: Google Year In Search

    Google tradicionalmente en diciembre nos brinda un resumen de las búsquedas más relevantes en su motor durante el año corriente. Este año, 2021, no ha sido la excepción. Esta semana el motor de búsqueda, lanzó su serie “Year in Search” recogiendo los datos más relevantes del año que está por terminar. Se podría decir que este año fue el año de la nueva normalidad, los mandatos de vacunas, la Gran Renuncia, los formatos híbridos de trabajo y la reapertura de los viajes internacionales. 

    Según Google, las tendencias de este año en cuanto a búsqueda fueron relacionadas a volver a reunirse con amigos y seres queridos y muestran como ejemplo que la búsquedas relacionadas a  “restaurantes abiertos” vió un aumento de un 86% en Colombia, el término “decoración de cumpleaños” aumentó un 141%, la búsqueda de “fancy restaurants” en Estados Unidos también vió un aumento del 200%

    Aunque los términos de búsqueda relacionados a reuniones para socializar, los términos relevantes a  las reuniones remotas (al igual que sus herramientas para crearlas) así como los videojuegos han visto un boom durante el 2021. Las búsquedas globales con los términos “juegos en línea con amigos” (“online game with games with friends”) y “cómo planificar una reunión” (“How to host a meeting”) recibieron un aumento de 70% y 80% respectivamente. 

    Estos datos no interrumpieron el hecho de explorar los exteriores para recreación. Un indicio de esto ha sido el aumento de un 150% del término “near me with outdoor seating” (“cerca con asiento al aire libre”) y un aumento del 100% de búsquedas con “Playground near me” (patios de recreo cerca de mí”). Esto también se ata con el regreso de la reapertura de establecimientos de entretenimiento cómo cines, teatros, festivales y arenas. 

    Las búsquedas relacionadas a “ticket concerts” entre agosto y octubre del 2021 vieron un aumento del 200%. Este aumento también pudo correlacionarse con la apertura de estos establecimientos alrededor de los Estados Unidos y Puerto Rico, para la mitad del año corriente. Otros términos de búsqueda dentro del mismo rango de tiempo fueron las relacionadas a “fall festivals near me” (Festivales de otoño cerca de mí), que entre Agosto y Octubre vieron un crecimiento de sobre el 500%. 

    Otros términos relacionados a la salud tanto emocional cómo física, redactar una carta de renuncia, donaciones, autos eléctricos y  restricciones de viajes entre otros también vieron aumentos que van desde el 60% hasta el 600%

    Esta recolección de datos muestra definitivamente la necesidad de las personas de regresar a la “normalidad” antes de la pandemia, pero también nos presenta que nos encontramos ante una nueva realidad totalmente diferente a la que tuvimos antes del 2020. 

    Entra a: Year In Search: 2021 de Google y mira la historia visual completa.

  • 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.

  • 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:

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  • 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.