• 03.10.14

  • Loyalty is at stake

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  • We all appreciate when people remember our name. It’s a compliment and an expression of respect.

    When a customer feels that the information they access is put together for them or the offers they receive are taylor made according to their needs, you allow the customer to own you. Personalisation enhances the relationship between brands and customers. The pioneer of this, Amazon, claims that 35% of its sales come from suggested products.

    If we say that personalisation is about how you talk to people, segmentation, on the other hand, is about how you describe them. This can be determined by different parameters: behaviour, motivation, demographic profile or propensity. By segmenting customers, businesses will have a better chance of communicating directly with them.

    However, customers still prefer to stand in queues in banks instead of dealing with automated telephone systems, which are often weak, poor and fragmented.

    If a company develops an integrated CRM system to listen to their customers, collect data and serve their needs, it will increase the customer’s engagement with the brand, thus achieving loyalty.

  • Post by: Pablo Guzmán

  • 02.09.14

  • Online beats offline business

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  • Despite having a well-established online business structure, the Californian ride sharing company Uber is finding a lot of constraints in the offline world.

    They mix perfectly well, as a chef in a kitchen, the 7Ps of the classic marketing mix - product, price, place, promotion, people, physical evidence and process. They spread and energize their word of mouth by giving the customer credit/money each time a new friend takes for the first time a ride with Uber. Immediately after using the service, you receive an email with the trip impeccably well-detailed, a fare breakdown, a map with your trip tracked and the name of the driver. The rating is mutual, you can rate the driver and the driver can rate you, strengthening the service in both sides and making it a win-win relationship. The first half of the ladder of engagement is correct, perhaps we miss the other half, where the customer feels part of it, maybe by giving some feedback on the product in order to improve the service. But overall the product is pretty good.

    Well, so what’s the problem now? the problem is that the online business drowns the tradicional business. Today, Uber has been banned in another country, Germany. The court ruled that the company lacked the necessary legal permits to operate under law. Customers don´t care about organization´s facets or internal processes, they just want the right product/service to be available to them at the right time, at the right place and at the right price.

  • Post by: Pablo Guzmán

  • 15.08.14

  • Users to filter their own adverts

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  • Studies show that e-customers tend to ignore banner ads while focusing completely on their task. Eye-tracking studies confirm the existence of “banner blindness” where user’s gaze never rests in the region of the screen occupied by advertising (Nielsen Norman Group).

    We had a meeting today with the CEO of a software company we’ve been working for, doing both the user experience and visual design for one of their mobile app products. He is looking at how to make it more profitable and believes the best way to achieve this is by inserting banner ads everywhere.

    All the models are changing, none more than advertising. Users are very demanding with the online content and with their time when they surf on internet, specially on mobile devices. This presents new challenges to advertising agencies used to winning attention. Now when visitors land on a brand’s site, it is the brand that must pay attention. Using the advantages that the online world offers, we can tailor the information to specific user’s interests. New sites and apps are now sharing information from Facebook about users, so they can tailor offers, features and services to each individual’s interest and taste. The usual negative feeling about advertising turns into something that you might like or could interest you.

    Think of a world without TV ads, billboards and direct email, a world where customers choose the information they want to get. The future e-customer may even accept payment to view some ads, the rest will be screened out by a filtering software.

  • Post by: Pablo Guzmán

  • 10.07.14

  • Joan Fontcuberta Exhibition - Sciencie Museum

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  • The quirkier the better, so we decided to go and see Joan Fontcuberta´s exhibition here in London. Fontcuberta is a Spanish conceptual artist, writer, editor, teacher, curator, who won the Hasselblad International Award in Photography in 2013. If someone suggests to visit his exhibition, you would probably expect to go to an art museum, wouldn´t you? well, this was at the Science Museum, is it not suspicious?

    The first thing we saw was a “Ceropithecus icarocornu” - monkey with wings and a unicorn like a horn - discovered by the German zoologist Dr. Peter Ameisenhaufen. The whole story is presented in detail in vitrines, stuffed animals, animal-voice recordings, photographs, field sketches, x-rays… followed by the “Solenoglypha polipodida” - a snake with 12 feet, “Micostrium Vulgaris” - an oyster with legs and a hand… etc. Would you think for an instant that is real?

    To be skeptical needs a lot of effort and takes a lot of energy. Believing is easier and far more comfortable. Fontcuberta doesn’t only pretend to amuse visitors with his hoaxes but also use his work as a pedagogic tool, as he says, “it’s a pedagogic of doubt, protecting us from the disease of manipulation. We passively receive a lot of information from TV, the media and the internet because we are reluctant to expend the energy needed to be skeptical. We want to believe.” He considers himself as an activist, challenging disciplines that claim authority to represent the real, botany, topology or religion.

    We highly recommend it.

  • Post by: Pablo Guzmán

  • 05.06.14

  • Designing from the idea

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  • Ideas have their origin in a world of concepts. They exist. They swarm around our heads, imperceptible in the material world. So we could say that the idea of "Marshmallow Tea" exists, but when we go to the supermarket, we can't find it.

    One day, one of us looks up, stretches out his hand and catches the idea of "Marshmallow Tea", but for it to be tangible, it has to be represented. It needs to be given a physical form, for the story of its existence to be told, for someone to go to the supermarket and get it.

    Making this move from the idea toward its representation; collecting scattered concepts into a single idea. Synthesize them (give them a corporate identity). Breaking the idea down into its parts, showing how it works. Analyze it (conduct a campaign of communication). This is how we understand graphic design.

    It is essential to observe and listen in order to know what to ask.

    Reflection follows.

    Finally design.

  • Post by: Pablo Guzmán

  • 03.06.14

  • Digital Revolution Exhibition - Barbican Centre

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  • In the late twentieth century there was a breakdown in distinctions between humans and machines, between science and fiction. Nowadays, the differences between natural and artificial are thoroughly ambiguous. Our machines are disturbingly lively, and we are terribly inert.

    We visited the exhibition “Digital Revolution” at the Barbican Centre. The “Digital Archaeology” section is a pleasant wave of nostalgia, documenting early developments in the field since the birth of the first home computer. We enjoyed the many “dev-art” pieces by contemporary digital artists, where we hardly distinguished who was interacting with who, the machine or us. It is terrific to see how far we can push our imagination using technology to depict new worlds of expression.

    An overall well­curated exhibition, with a very complex installation work. Perhaps some relevant artist in the field of digital arts, such as Chris Levine, were unfairly omitted.

  • Post by: Pablo Guzmán