How Pepsi got to rock with the stars

How is it possible that through collaboration with celebrities and one of the biggest and most remembered advertising campaigns in history Pepsi has strengthened its image, making it one of the most respected brands today. It all started with an idea in the early 2000s, to take advantage of the cultural impact and influence that celebrities have on young audiences, in order to associate the Pepsi brand with values such as fun, energy and creativity. This is how Pepsi’s “We Will Rock You” campaign came about, where world-renowned artists such as Britney Spears, Beyoncé, Pink and Enrique Iglesias joined forces to recreate the classic Queen anthem in order to enhance the cultural impact and emotional connection with the target audience. A controversial but innovative bet for its time, as it successfully united the world of music with the marketing of a mass consumer brand, setting an important precedent with a resounding success. It is estimated that Pepsi’s sales in the United States increased between 1-3% after the launch of the campaign, which represented billions of dollars in additional income for PepsiCo thanks to the increase in unit sales, the largest increases were among young consumers between 12 and 24 years of age, which was the target audience for the campaign. In addition, it not only increased Pepsi’s sales but also brand recognition, strengthening the positioning of this giant as a “cool” option associated with youth/rock culture, which could bring benefits in the longer term. This campaign is an early successful example of the use of celebrities and cultural influencers for advertising purposes and how a brand’s association with them increases customers’ willingness to try new products and thus make a product successful. But how can you apply this to your own business? First, it is important to identify local influencers, whether they are content creators or other personalities, who have a presence and following in markets close to the company’s area of operation. Ideally, those who promote lifestyles or ideas related to the business. Then, they can be offered some concrete benefit in exchange for organic promotion, such as discounts, complimentary products or some added value for their followers, creating a win-win link. Replicating winning strategies from the past does not mean copying them directly, but adapting their principles to each context. Well-worked celebrities and influencers are still powerful marketing tools even for small businesses. So is it possible for your product to go viral? By applying the lessons of the past to your own business you can reap great benefits. Remember that the opportunities are there, you just need to know how to identify them and exploit them with the right approach.

A double-edged tool?

Imagine that for your business you hire a chat support as an indispensable ally and as a result you get a maze of confusing answers. Can chat support be a double-edged sword? The answer is yes. Suppose you are worried about a possible phishing scam asking for your credit card number in your inbox and you turn to chat support for help. However, far from getting a straightforward solution you are met with radical suggestions such as deleting your email account altogether. Worse, when you try to clarify the support representative’s recommendations, the chat suddenly closes, leaving you with no response. Frustration and confusion set in, and you wonder if you should seek help elsewhere. Something similar happened to this user, highlighting a customer service chat experience that is utterly disappointing and discouraging. The lack of transparency in the answers provided, coupled with the extreme and inappropriate suggestions to delete the email account altogether, reveal a lack of formality and understanding on the part of the support employee. This event leaves the customer dissatisfied and negatively damages their perception of the company, highlighting the importance of providing effective, direct and respectful customer service to build a strong brand. Revealing FactsIt is important to note that 80% of consumers consider customer experience to be as important as the products and services a company offers. In addition, 73% of consumers expect a quick response when communicating with a company via live chat, which presupposes being attended within a range of about three minutes after having established the first contact. So, what are the advantages of good chat support management? First, it offers fast and efficient responses, reduced call volume, improved customer experience, conversation logging for tracking and analysis, greater accessibility and convenience. These advantages summarize the importance of properly implementing and managing chat support to provide efficient and satisfactory service to customers. Let’s ask ourselves: What can we do to avoid errors in chat support?The answer lies in proper investment in the training of customer service representatives. It is essential to ensure that they are well equipped to handle difficult situations and provide clear and helpful answers to customers. In addition, continuous monitoring and feedback are essential to constantly improve service. If you want your customers to have a positive experience and trust your company, it is crucial to invest in the proper training of your customer service team. Not only will this prevent your customers from unexpected disappointment, but it can also increase customer retention and satisfaction. Contact us today and find out how our team of digital marketing experts can help you improve your customer experience and grow your business sustainably. We are here for you, ready to make a difference in your business.

New year new strategies

Adapt or fade: Discover the revolutionary digital marketing trends in 2024 and how they can drive your brand’s success. Artificial Intelligence in MarketingArtificial intelligence (AI) has unleashed a veritable revolution in digital marketing. What does this mean for your business? Imagine having the ability to personalize every interaction with your customers in a way that was previously unimaginable. AI allows you to automate routine tasks, offer product recommendations tailored to your needs, and create content that resonates with each user.  Real-Time Data Monitoring and AnalyticsThe power of data has never been more crucial. Real-time collection and analysis of data from a variety of sources allows companies to quickly adapt to changing market trends. Data-driven decision making is now a reality and is transforming the way we do marketing. AI Generated InfluencersOn the other hand “Diginfluencers”, AI-generated influencers, are gaining ground. Why should you pay attention to this? These digital influencers offer high quality content and have become powerful tools for marketing strategies. They also transcend geographic and cultural limitations, giving brands the opportunity to reach global audiences effectively. Privacy-Centric MarketingData privacy is a growing concern, and brands are responding with marketing focused on this issue). Transparency and respect for customer information is critical. This approach not only builds trust, but also ensures compliance with privacy regulations, which is essential in today’s digital world. Extreme PersonalizationAt the heart of all these trends is extreme personalization. Marketing is no longer about a generic approach to the masses, but about providing highly personalized recommendations and shopping experiences. Data is the key to aligning offers with consumers’ individual interests. In 2024, standing out in the marketplace requires adapting to revolutionary digital marketing trends. Leveraging new tools to extend your reach, gaining a privacy-centric approach to build trust and extreme personalization to align offers with consumers’ interests are the best tips I can give you if you really want your business to make a difference in this new year.

Meta Advertising vs. YouTube

Nearly 85% of users abandon videos when an unwanted ad appears on YouTube.  Let’s talk about this giant, the world’s largest video platform, owned by Google. Its advertising model has been criticized for its invasive nature. Although its ads can be targeted based on the user’s interests, they are often perceived as unwanted interruptions. Forcing users to see an ad before reaching the desired content can lead to frustration. But what about Meta? Formerly known as Facebook, Meta is a conglomerate that encompasses Facebook, Instagram, WhatsApp and Oculus, among others. Its approach to advertising is notably different. At Meta, ads are more subtly integrated into user experiences. While not without their critics, they offer greater user choice in whether they consume an ad or not. Now, what does this mean for consumers and the companies advertising on these platforms? In simple terms, it’s about finding the right balance between user interests and advertising effectiveness. What if we were to say that user preference for subtle advertising could influence the success of your business? A recent eMarketer report revealed that Meta ads have a 20% higher click-through rate than YouTube ads. This could be an indication that users value the ability to have control over their advertising experience. Although YouTube advertising has a huge reach, the perception of invasiveness could negatively affect your brand’s image. In contrast, the subtlety of Meta ads could allow you to connect with your audience in a less intrusive way. So, is it time to reconsider where you place your ads? The choice is not simple and depends largely on your target audience and your marketing objectives. But one thing is clear: in a world where the user has more and more control over their digital experience and can stop consuming a piece of content so easily, invasive advertising strategies might not be the best option. Ultimately, it is critical to understand how different platforms adapt to users’ needs. Meta’s evolution towards a more user-centric approach may be indicative of where the digital advertising industry is heading. We also recommend always experimenting and testing what works best for your market, remember that every client is different.

Marketing is your greatest asset

If we see marketing as an expense and not an investment then we have a serious problem. Gartner survey data in 2023 shows that 76% of companies that increase their marketing investment see substantial growth in sales. Although many entrepreneurs see marketing as an expense, a necessary but passive part of their business, this perspective is far from reality. Marketing is not an obligation you must fulfill, but an investment that can propel your business to new heights. Marketing is not simply an expense item on your balance sheet. It is an investment in your company. Instead of seeing it as a necessary expense, view marketing as an investment in your future. Think of it this way. When you invest in marketing, you’re actually investing in the visibility of your brand, building relationships with your customers and growing your business. Instead of being a passive expense, it becomes an asset. Active marketing has the power to transform your business. It can help you reach more customers, build a stronger brand and logically increase your sales. So by investing in marketing, you are investing in your business. You are investing in your company’s growth potential. You are simply investing for more revenue at the end of the day.  A link is a critical piece that connects two parts of a chain. In the same way, marketing is the link that connects your company to your customers. The question is, are you harnessing the power of this link? Are you using marketing to connect with your customers and grow your business? There are several ways to make marketing work for you. You can invest in online advertising, SEO, content marketing, social media and more. The key is to find what works best for your business and your customers. Today, as hard as it is to believe, only 54% of small businesses have a digital marketing plan. Do you know what that means? That almost half of your competitors are missing out on opportunities to connect with potential customers. You can take advantage of this by implementing an effective digital marketing strategy.  We live in an era in which marketing is more accessible than ever, while before it was only possible to mention your business through the press and television, today the opportunities are countless, it can be said that with just a couple of dollars in Ads you can reach more potential customers than a Radio ad a century ago, we really do not realize the incredible potential we have in our hands. And as if all this were not enough, we are also in the era in which marketing is being more studied and practiced, so you can find online training, consultants for your business and specialized agencies capable of changing the course of your business. You just need to change the mentality and see marketing as the greatest asset you have.

The Mobile Marketing Era

Your cell phone could be the deciding factor in your business success. That’s a fact, not an assumption. We live in the age of connectivity, where cell phones have taken a leading role in our lives. They are no longer just devices for making calls or sending messages, but integral tools that allow us to perform from the simplest to the most complex tasks. Within this context, mobile marketing has become a fundamental strategy for companies seeking to remain competitive and relevant in the market. It is based on strategies specifically designed to be implemented on mobile devices. This implies that companies must adapt their content, design and functionality to the characteristics and needs of cell phone users. Why? Because according to Statista, by 2025, nearly 5 billion people are expected to use a cell phone. That’s more than half of the world’s population. To optimize your business for these consumers, the first step is to understand the importance of responsive design. This refers to creating websites that automatically adapt to the screen size and orientation of the device being used, ensuring an optimal user experience. A responsive design not only improves the user experience, but can also improve your search engine rankings. In addition, the loading speed of your website is crucial. Today’s consumers are impatient; if your website doesn’t load fast, they are likely to abandon it. In fact, Google reports that 53% of mobile visits are abandoned if a page does not load in 3 seconds or less. Does your website meet this standard? Another effective way to optimize your business for mobile consumers is through apps. Apps offer a convenient and efficient way to interact with your customers, allowing them to access your products or services at the touch of a button. But did you know that in 2020, smartphone users used an average of 9 apps per day and 30 per month? Competition is fierce, and your app needs to stand out. Another key is to invest in mobile ads. Google recorded more searches via mobile devices than desktop computers in 2020 for the first time ever, and year over year the difference has only grown. Missing out on mobile searches means missing out on a huge opportunity to reach potential customers. Mobile marketing also involves the use of SMS and MMS to communicate with customers. While these methods may seem old-fashioned, they are still effective, especially when used strategically. According to Mobile Xco, SMS has a 98% open rate, making it a very effective marketing tool. Adapting your marketing strategy is not an option, it’s the only way to stay relevant and competitive today. It’s time to optimize your online presence and campaigns for the ever-connected mobile audience. That way you can successfully position yourself in this landscape and continue to grow your business.

The way is through Inbound marketing

The world of digital marketing can seem like a maze. But there’s a compass that can guide you: Inbound Marketing. This fresh approach helps you attract, convert and delight customers in a simple and effective way. Did you know that companies that adopt Inbound Marketing strategies are 54% more likely to achieve their annual goals? It can become your “secret weapon” to outperform the competition. Instead of interrupting your customers with ads and promotions, Inbound Marketing attracts customers to you. It sounds too good to be true, but the reality is that it is. It works by creating valuable content and tailored experiences for people. This content attracts potential customers, converts them into actual customers, and then works to foster their loyalty. Imagine this: instead of chasing customers, they come to you. It’s like having a magnet that draws them in. Plus, Inbound Marketing not only attracts customers, it also keeps them connected to your brand. According to HubSpot, 90% of customers say that branded content helps them make better buying decisions. By providing them with useful and relevant content, you can turn casual visitors into loyal customers. Now, how can you implement Inbound Marketing in your business? Just follow these three steps: attract, convert and delight. Attract: This is where you create useful and relevant content to attract your potential customers. You could create blogs, videos, infographics and more. Convert: Once you’ve attracted visitors to your website, the next step is to convert them into leads. This can be done through forms, calls to action and landing pages. Delight: This is the last step, but certainly not the least. This is where you work to convert your customers into promoters of your brand. Now are you ready to change the way you promote your business? With Inbound Marketing, you can attract the customers you want, keep them and turn them into loyal followers of your brand. It’s time to stop fighting and start engaging. Remember, Inbound Marketing is not just a strategy, it’s a philosophy. It’s putting customers first, understanding their needs and wants, and then working to satisfy them.

In influencer marketing, less is often more

If you are wondering how to increase the turnover of your business by attracting new customers and at the same time save on advertising campaigns, I give you the answer in just two words: Influencer Marketing. Influencer marketing has revolutionized the way brands interact with their consumers. Many times it’s not about big advertising campaigns or expensive TV commercials, but authentic people sharing real experiences with products and services. An influencer, in its essence, is a person who has the power to intervene in the purchasing decisions of others because of their authority, knowledge, position or relationship with their audience. And that audience can be vast or relatively small, but incredibly engaged. This is where niche influencers come into play. These types of content creators have a smaller follower base hence the term niche, which generally this segment of the market tends to be more loyal. Their followers trust them, value their opinions and are willing to follow their recommendations. Some studies suggest that niche influencers can have up to 60% more engagement than those influencers with giant audiences. Even within advertising campaigns the return on investment or ROI is up to 7 times higher. Can you now see the potential of these niche influencers? Moreover, these influencers are a reference in their field. Whether it’s vegan fashion, sustainable technology or fitness for busy moms, they know their niche inside out. This means they can speak with authority and credibility, which in turn builds trust with their audience. And there’s more. Niche influencers are often more affordable for brands, especially for small businesses with tighter marketing budgets, and who don’t have the advertising budget of say Apple. Instead of spending thousands or even millions on a high-profile influencer campaign, you can get great results with a highly engaged niche influencer. But how do you find the right niche influencer for your brand? This is where the role of web analysts specialized in researching the market or agencies like mkbalance that offer the possibility of contacting brands with influencers that fit the required profile comes in. In this case it’s not just about finding someone with followers in the thousands rather than millions. It’s about understanding your audience, their interests and what they value, and then finding those influencers who really resonate with that audience. So, after learning about some of the advantages of this type of strategy, I invite you to think about how you can leverage your business by hiring a targeted influencer in your market and launching a successful campaign.

A powerful customer base!

Let’s start by asking two closely related questions: What happens to customers who are not ready to buy the moment they see your ad? Do they just walk away or do you keep some information to contact them later? You might be surprised to learn that there are many companies today that never even contact that potential customer again. This is an obstacle that many businesses encounter, but there is a solution: build a solid customer base. The essence of any successful business lies in its ability to build and maintain a robust and growing database. This is not just about acquiring instant buyers, but about engaging those who may be interested in your services, even if they are not ready to buy right away. According to a Forrester study, companies that excel at customer experience management achieve 5.7 times greater revenue than their competitors that do not. A customer portfolio, or CRM, allows you to personalize that experience for each customer, thereby increasing your business’ revenue. But how can you build a powerful database and why should you do it? First, having a list of potential customers helps you keep your brand fresh in their mind. Even if they don’t buy right away, your business will be on their mind when they are finally ready to make that purchase. In addition, a solid database allows you to segment your customers. You can send targeted offers and promotions to those who are most interested in certain services, thus increasing the chances of making a sale. Finally, have you ever considered how much it costs to acquire a new customer versus keeping an existing one? According to the Harvard Business Review, acquiring a new customer can cost 5 to 25 times more than keeping an existing one. By building a solid database, you ensure that you keep your existing customers and reduce acquisition costs. Now, imagine you have a promotion with an influencer who has a large following, so your offer will reach a lot of people. Without a database, you’re likely to lose a lot of followers who aren’t ready to buy at the time. But if you give them the option to join your list of potential customers, you will be able to keep in touch with them and eventually convert them into buyers. Remember that building a solid database is an investment in the future of your business. It’s not just about immediate sales, but about cultivating long-term relationships with your customers. Although there is a large number of software to manage your CRM may seem difficult to run and maintain, while it is true that you can take care of managing all the information yourself, hiring a CRM expert who can not only save you time but also implement successful strategies with that database can be a very interesting and profitable option.

Let your customers recommend your business for you

Let’s start with the fact that 90% of customers make purchasing decisions based on reviews and comments from other users. This is the power of user-generated content (UGC) in the digital marketing world. Sometimes, we forget that those who know our products or services best are, in fact, our own customers. They are the ones who use them on a daily basis, who test them in different situations and who can tell us about their experiences first hand. This is the origin of UGC, a digital marketing strategy based on content created by a brand’s own users. The basis of this strategy is simple: we trust other people’s opinions more than brand messages, and this is undoubtedly the best marketing of all. According to a study conducted by Nielsen, 92% of consumers trust content generated by other consumers more than traditional advertising. Why? Because the experiences of other users seem more authentic and credible to us, since if something works for someone else, it probably works for me too. But how can UGC be leveraged in a digital marketing strategy? There are many ways to do it. You can encourage your users to share their experiences on social networks, you can organize contests where participants must generate content related to your brand, you can collect testimonials from your customers and share them on your website, as you can see the options are endless. The advantages of UGC are many. Not only does it bring authenticity to your brand, but it also helps create a community of loyal and engaged followers. In addition, UGC can boost your SEO. When users generate content about your brand, they are likely to mention your name and products, which can help improve your search engine rankings. Now ask yourself how you can apply User Gernerated Content within your business. Remember, the secret is to listen to your customers and let them be the true ambassadors of your brand. Last but not least, UGC is a cost-effective and highly profitable digital marketing strategy. Instead of investing large amounts of money in content production or social media guidelines, you can leverage the content that your users are already creating and in any case offer them very low incentives to develop this content. Not only will this save you money, it will also allow you to get a deeper insight into your customers and their needs. UGC is being used by more and more companies, it is undoubtedly changing the way we interact with brands and our purchasing decisions. Are you ready to be part of this change and take advantage of its full potential? Don’t wait any longer! Start incorporating user-generated content in your digital marketing strategy today, remember that from mkbalance we can offer you advice on this exciting journey.

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