By Claudia Perez Riva My deer readers, owners of small and medium-sized businesses, today we will delve into a fascinating topic in the world of marketing: the strategic management of brands. What do Chanel and Airbnb, two of my favorite brands, have in common? In addition to being leaders in their respective industries, both stood…

By Claudia Perez | November 2024 I would like to start today’s post with two questions to invite you to reflect: Is email marketing still relevant today? What type of email is best for my business? My dear readers, although many people might think that email marketing is outdated, old-fashioned, or simply no longer in…

By Claudia Perez | November 2024 Dear small and medium business owners: in this series of posts dedicated to marketing research, today I’ll discuss the survey process and sample selection—key elements in effective marketing research. The first question we might ask is: Is More Always Better in Marketing Research? On the surface, it might seem…

By Claudia perez | November 2024 Dear readers, display advertising is one of the most effective methods for promoting products and services online. At its core, this form of advertising relies on the collaboration of three key players: publishers, advertisers and the display network. In today’s post, we’ll explore the role of each participant, the…

By Claudia Perez Dear readers, in the world of marketing research, understanding the distinction between data points and data insights is key to crafting meaningful strategies. Today, I invite you to explore how these concepts differ, how they work together and-most importantly- how businesses can transform raw data into actionable insights that drive success. Data…

By Claudia Perez Dear readers, every day competition takes on a more significant weight in the market. Traditional luxury brands like Chanel face the constant challenge of reinventing themselves and offering innovative experiences to clients that allow to connect with both, their traditional audience and new generations. To address this challenge, I bring you a…

Dear readers, small and medium-sized business owners, as our topic suggests, today we will discuss the process of optimizing digital pages through good web design. Our proposal today is to analyze a web page using the Design for Usability Web Design Framework. Some of you may wonder, What exactly is the Design for Usability Framework?…

By Claudia Perez Riva | October 2024 Dear readers, owners of small and medium-sizedbusinesses, as with every weekly meeting, today I proposea question related to marketing, which we will be discussingin this post. This time, I will approach the topic from twodifferent perspectives: as a consumer and as a marketingspecialist. Before we begin, and as…

By Claudia Perez Riva | 2024 My dear readers, especially those of you who own small and medium-sized businesses, today I’d like to pose a question. At first glance, it might seem somewhat contradictory—or even a bit far-fetched—but it’s not, and today we’ll be exploring why that is. Research processes typically involve several steps, and…

By Claudia Perez Riva | October 2024 My dear readers, owners of small and medium-sized businesses, today I propose we discuss the importance of the research process in the world of contemporary marketing. As usual, we will rely on some theoretical tools and examine specific examples of actions taken by companies that will help us…