Content designed as food for thought to strengthen strategic thinking and expand professional capabilities. Professional reflections on how companies grow in complex environments. Strategy, Marketing, Management, Data, and Technology examined through experience, critical thinking, and real-world business application.
Innovation is not just about creating something new, but about improving what already exists in order to generate, deliver, and capture value. This methodology offers a rigorous framework to understand why new solutions emerge: identifying the underlying need, how it was previously satisfied, which frictions are addressed, and which factors have enabled the new model. A framework applicable to both startups and established companies.
Innovation drives growth, but it only creates impact when it materializes into products with a clear value proposition. Digitalization demands rigor, methodology, and customer focus: technology is the means, not the end. Without real perceived value, neither urgency nor marketing can sustain results.
Article by Oriol Guitart published in the May 2018 issue of the @IPMARK Magazine for Advertisers and Marketing Directors as part of its 55th Anniversary special. It reflects on digital transformation and its impact and correlation with the university-business relationship.
Why do so many marketing plans fail? Often, the gap lies within the funnel stages. Neglecting the customer journey—from awareness to post-purchase—leads to invisibility and low-quality leads. Discover the risks of lacking an integrated strategy and how tools like the RFM model can maximize Customer Lifetime Value (CLV) while ensuring long-term business sustainability.
By Customer Journey we understand the series of interactions that a person has with a brand through all its available contact channels. What makes this approach significant is that the analysis of the entire process is carried out based on the perceptions and feelings of said person. Here are my top-ten key factors that will help contextualize and maximize the benefits of our Customer Journey Map.