Foto Mktg Mix en entorno Omnichannel
March 22, 2018 In Marketing

Marketing mix management in the omnichannel environment

Speaking of “omnichannel environment” becomes a necessity since we have become “omnichannel consumers“. Our purchasing behavior has changed so that companies must react adapting to this new reality: users permanently connected by smartphones, tablets and computers to all kinds of apps, the internet, social networks, etc., both for leisure and to contact the companies and brands. We take into account the opinions of other users, we look for discounts, offers, comparisons, etc.

The concept of “omnichannel” responds to the need to integrate the various communication channels existing in the market so that the contents published in them are interrelated and potential customers can explore multiple ways of interacting with the brand.

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digital disintermediation
January 10, 2018 In Digital Environment

Digital disintermediation … or not?

It is a fact that the traditional value chain with several intermediaries between the manufacturer and the end user is changing thanks to the digital transformation. The technologies and tools have evolved and this has led to a change in the behavior of consumers that leads to the emergence of new markets and a new way for relationships.

Within this digitalization of sectors and markets, disintermediation is a real phenomenon and companies consider what approach they should adopt in order for their strategies to be as successful as with the “analog model”.

What is not so evident is that this digitization is leading to a real disintermediation. Perhaps the traditional intermediaries are disappearing, but it is not true that they are not replaced by others.

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