Examine the latest trends and campaign strategies from a business-driven perspective. Discover how to integrate marketing automation and data analytics to engage your audience effectively, challenging vanity metrics to focus on what truly drives conversion and sustainable growth.
Many products include layers that only certain groups of users actually use, while others pay the same price without perceiving any imbalance. The ProRAW mode on the iPhone by Apple, for example, enables professional-grade photo editing: photographers value it, but most users don’t even know it exists. Product maturity lies in understanding what truly drives purchase, what retains users, what defends against competitors, and what is simply excess.
Reaching the user is no longer just a matter of persistence: it is a real challenge that requires rethinking how commercial contact works. It means moving from generating leads in volume to securing real conversations, addressing the saturation caused by spam and white calls, and applying multichannel strategies capable of recovering contacts, maintaining relationships, and turning what seemed lost into actual sales opportunities.
The screen democratized access, leveled the stage, and turned the pixel into a battlefield, but it also flattened impact and drove up the cost of attention. In a saturated market, a product no longer competes only on attributes; it competes on meaning. The only thing that cannot be replicated is the concept that connects emotion and identity, because in an oversaturated world, we don’t remember what we saw, we remember what moved us.
For years, digital marketing has measured performance using metrics that gave a false sense of control. Many attribution models and ROAS figures were accepted at the time without much scrutiny over their accuracy, even in large companies with surprisingly manual processes. But understanding incrementality—what we actually generate by making a change and wouldn’t have achieved by leaving things unchanged—is crucial to avoid confusing activity with real, measurable impact.
The digital ecosystem offers countless devices and apps that make access easier, but that very uniformity has diluted the strength of many brands. DNVBs and other leading brands saw it clearly early on, showing that physical spaces—stores, showrooms, and events—remain essential for creating connection through the development of a concept and the crafting of a narrative that screens alone cannot deliver.
Short-term marketing delivers quick results, but it can destroy long-term value. Aggressive discounts, inflated metrics, and dependence on digital platforms or publishers create an illusion that erodes both brand and trust. The challenge is resisting the temptation of the short term and building sustainable strategies that generate real long-term value.
The T.I.E.R. Digital Framework© is a universal model to analyze any website or app through four essential layers: Transactional, Informational, Experiential, and Relational. While the weight of each layer varies by purpose, all are always present. This model helps validate whether a digital platform is truly serving its intended goals by revealing imbalances, guiding improvements, and aligning design with strategy.
Let’s take a closer look…
While many businesses are obsessed with the bottom line, they often overlook the importance of the middle of the funnel. By focusing too heavily on closing deals, companies risk neglecting the crucial steps that lead up to a sale. Without a strong foundation in brand awareness and lead nurturing, it’s like trying to build a house without a solid framework. It’s simply not going to stand.