Brands and customer experience
Beatriz López, vice-president of the Spanish Association for Quality, explains why brands are important and why it is important to develop customer experience strategies to reach audiences. "Transparency and honesty of brands reach customers very quickly," she says.
Investment priorities set digital leaders apart
Companies that are committed to expanding the skills of their workforces and investing more in technology tend to show a higher degree of digital development than those that allocate fewer resources to these priorities. This is demonstrated by a study by the Boston Consulting Group (BCG), which has surveyed 1,800 companies [...]
Subscriptions, an alternative to the advertising model in digital media?
After the analysis we carried out previously on the different subscription models that are being implemented in the media sector, in this new issue of the Dossier evoca entitled «Subscriptions, the new black” we wanted to delve deeper into the implications they have on companies from an operational, organisational and organisational point of view [...].
Why should Netflix fear Apple TV Plus?
It's ironic, to say the least, that just a few weeks ago we called the Steven Spielberg vs. Netflix conflict over, and just a few days later the director fronted the genuine spot for what will be its biggest competitor. That Spielberg's very close-up face kicks off the new era of Apple TV plus [...]
Digital communication, key to company strategy
Bárbara Yuste, Director of the Digital Communication Area, explains why digital communication is important, what its contributions are and what its instruments are. Digital communication today is not an option, but a necessity for any company. It is and must be an essential instrument in any communication strategy that aims to grow in the digital world.
Find me an enemy and you will win
If there are two extraordinary episodes in the scenario of fake news spread by social media bots run by communications consultancies, it is Cambridge Analytica and Birnbaum & Finkelstein. Almost everything is known about the former. That Facebook “sold” to Cambridge Analytica -for academic purposes-, detailed information on 50 million of its users without their permission and [...]
Digital native brands
In recent years we have seen numerous examples of digitally native vertical brands proliferating on the Internet: digital native brands that are born on the Internet, live and grow on the Internet, with a lower risk business model, easier to launch and proposals that engage with digital consumers. These are brands such as Allbirds (shoes), [...]
Branded content and brand journalism: companies with their own voice in the digital agora
Not so long ago, talk of new forms of disintermediated communication by companies was a fast track to being declared anathema by the guardians of journalistic and communicational essences. How did companies dare to propose the occupation of spaces traditionally reserved for the media? However, the conjunction of various factors, such as the [...]
2019, the year of legal innovation
It is clear to no one that 2018 has been, from a legal point of view, a real revolution in matters such as privacy. After a year of talking about the new European Data Protection Regulation, on 25 May it became fully applicable, and with it, an important change in how companies and administrations [...]
Simple and direct messages, key to Vox's social media strategy
In recent years, social networks have become the new source of votes for political parties and their leaders. The immediacy and the capacity for viralisation offered by these channels are two ingredients that have been captivating politicians when it comes to communicating their messages to society. They know, moreover, that [...]
Millennials and digital communication
The digital paradigm has burst into all sectors in a cross-cutting manner. It is true that, in detail, we could appreciate logical peculiarities in each sector or field of action, but in the end, the conclusion would be that the digital environment has transformed society. A society with different generations, some of which are entirely digital. [...]
Twitter lies down on the sofa
The other day I met an old friend. Luis. He is 42 years old. He lives alone in Madrid. And he is a staunch fan of Alberto Chicote's programme. But, curiously, he doesn't like cooking. What he likes is something else. Luis is part of that group of people who have become hooked on [...]