ResearchThe evolution of technology within the retail and e-commerce space has already changed how consumers perceive and connect with their brands. Their expectations are higher as their brand promise of reliability. Diversity, ethical commitment, and innovation are the DNA of any influential communication and vital to create a narrative that engages the diverse needs of consumers, from distribution channels to geographic zones. Captivating a multiscreen generation of consumers is a great challenge. The first step in this adventure is to understand that digital is more than format, it’s a lifestyle experience.


Storytelling goes beyond language, screens or platforms. It is something personal, a compelling mix of different experiences from both audience and brand content. We should inspire our audiences to be the hero. Technology has enabled new ways of extending and hosting the narrative and a different vision to understanding and implementing it. Technology enables a way to capitalize on consumer needs, share your commitment and focus to different audiences that otherwise would be impossible to reach. Segmentation is a tricky word, and without the proper reading can get you stuck, particularly in multifaceted markets like Latin America. Many companies experience shortly lived growth because of this.A digital strategy is far more challenging than posting videos, regular updates or pictures on social platforms. It’s an all-across brand collaboration to build a sensory experience and the proper narrative to drive the right story.


This is fundamental to any serious online strategy. Personalization and behavioral targeting are the next 2 big things that will give you the conversion lift you are looking for, and your visitors feel like that your page speaks their language, and I’m not talking about English to Portuguese. I’m referring to content that appeals to your brand target or demo. Could be in German or Spanish, but I need to comply with the created expectation. Many brands ‘re-use’ the same content on their every platform. With very little customization, content developers can adjust and adapt their content for each platform. Is understanding that content is a way to expand your brand universe to reach new and familiar places with innovation and creativity, where your customers are, anytime, anywhere.


Communication and research are essential for innovation and also choosing the right message to the right platform. We live in the multi-platform age, where real-time experience and technology and how you share it is just as important as the message. The number and types of tools available to consume information grow and change every day. It’s like standing in a beautiful podium with no listeners. In order to share your perfectly crafted narrative with your constituency, you must be aware of how they consume information about you. In other words, a change of perspective on delivery.


The migration from traditional to digital communications still has hundreds of billions of dollars on the table. This isn’t just a shift from TV ads to web banner ads; it’s a shift in what constitutes marketing beyond old-school advertising tactics. The digital vehicles in which marketing operates are still being invented and shaped. Even major players such as Facebook and Twitter are still experimenting with their offerings to marketers on which their businesses are based. Buyer behavior patterns are changing in both B2B and B2C, evolving mobile interactions for instance. The only constant changes, but your message should remain constant in every touchpoint.


One of the main reasons why people talk about things and spread word of mouth, no matter if is at home or online, is to display the traits that they want others to see in them. People share and comment on where the content strikes a chord in their hearts, causing an intimate connection. Is also guiding your customers to find a voice and understanding about how your brand can bring an unexpected solution or a long-awaited reward to a personal need.
Paco Rabanne gets that, and to support the release of their latest fragrance Invictus they pit seven athletes from across the globe undertaking a series of athletic challenges for a noble cause, all screened on the Invictus online channel.


An Image is better than a thousand words. Yes, that true, but the image has to convey a story, a message. Beauty is not the message per se; the message is the beauty. With the right visual narrative, we evoke aspirational emotions that connect with our brand. Do a visual brainstorming with your team members and see what comes up. All your creative assets, photos, video, 3D, and infographics are core to your brand story. The key is to be more influential than promotional. One of the most pinned brands on Pinterest is “Chanel” with an average of 2400 pins of Chanel products per day. This is nothing short of amazing since Chanel does not own a Pinterest account, customers have embraced the advocacy to the brand.


Many brands still market their products by explaining what they do, leaving out the “why they exist”. I believe that more effective communication always stands in your own legacy experience. Define your values, communicate what your brand stands for, be honest and genuine, and the market will honor you. Your reason, your method and what you do. Let me share Apple’s core declaration:

“Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.  We just happen to make great computers.”



Soon, talking about online and offline will be like talking about the benefits of your left vs. right legs. Both are integral to the other. Don’t be afraid of taking the in-store experience online, and the online experience in-store. The combination can be amazing. While working in Quadramma created several digital experiences to support this. We partner with Starbucks to create their first mobile experience in LatAm that was really a huge hit: customers could share a personalized holiday message to friend and acquaintances decorating their favorite seasonal drinks. Or Jazmin Chebar with an in-store app with exclusive content. Once customers were in the stores, they took pictures, share content, watch live streams, and use in-store iPads.


A ton of gold is too heavy. Same goes for websites that look incredible but had poor functionality, navigation is not intuitive, it’s content-saturated and have connectivity issues. Find the balance between visually stunning, easy to use, and highly functional. Less is always is more. Combine the style of your brand with a great UX interface and user will keep coming for more.