blogs - Caroline Lozano
  • a hashtag of Nike's "Just Do It" slogan on a black background.
    Blog,  Brand Awareness,  Branding

    Slogans vs. Taglines: What’s the Difference and Why Do They Matter?

    Most companies use attention-grabbing taglines and slogans to communicate important messages about their brand and/or campaigns. Some of these slogans and taglines have been effective in driving brand awareness and loyalty, leading to an increase in value. Having memorable taglines and slogans are key factors in the success of a brand—as marketers, we want consumers to remember our brand. While your logo and brand may be unique and unforgettable, it’s not complete without a tagline and slogan. When you combine your brand elements, you can deliver a powerful message that tells consumers about your brand. Now, it’s important to remember that taglines and slogans are completely different from each other.…

  • a person using a tablet with glasses and plants around it on a white table.
    Blog,  Brand Awareness,  Branding

    3 Ways Effective Content Builds Brand Equity

    Whether you like it or not, content marketing has significantly evolved since the advent of the digital age. Gone are the days of relying on the printing press and other traditional means to incorporate brand content. In today’s world, digital tools and platforms dominate the marketing sphere, especially when it comes to content creation. However, while this makes it easier for marketers to create and distribute a brand’s content to their target audience, it also presents a unique challenge. According to Hubspot, around 70% of marketers are currently utilizing content marketing tactics. In the case of content distribution, another study from SEMRush notes that 94% of marketers are using social…

  • a person working on their laptop computer and reviewing marketing analytics on the screen.
    Blog,  Content Marketing,  Digital Marketing

    Reach vs. Impressions: What’s the Difference and Why They Matter

    When you’re running a campaign in the digital space, there are several key metrics you’ll need to observe to determine its overall success. For instance, according to Business of Metrics, three of the most important metrics to measure an advertisement’s performance are click-through rate, traffic source, and conversion rate. Whether you’re managing a social media or content marketing campaign, you’ll likely come across two types of metrics: reach and impressions. Reach and impressions are often misunderstood and even mistaken for one another. Although they’re typically grouped together in reports, the truth is that each metric has its own significant definition and importance for a campaign. Learning what makes them different and…

  • smart phone with social media icons of Instagram, Facebook, and Twitter.
    Blog,  Social Media Marketing

    Why Likes and Comments Don’t Matter in Social Media

    Social media is a powerhouse when it comes to effective marketing. From building relationships with consumers to increasing brand awareness, there are a number of good reasons why marketers have leveraged social media platforms for their campaigns. As of 2021, Statista reports that as many as 420 billion people around the world are active on social media. That’s a lot of people to connect with and show off your brand to—especially if it meets their needs or solves a problem! Unfortunately, in this fascinating digital space of vivid images and diverse influencers, it can be easy to become ensnared in the culture of “vanity metrics”. Confused? Don’t be. Vanity metrics…

  • A laptop with infographics on the screen, jar of water, and notebook with pen on a desk.
    Blog,  Social Media Marketing

    How Good Infographics Tell A Compelling Story

    Whether you’re posting on social media or providing audiences with valuable information, infographics are amazing tools to use for accurate and engaging communication. When done correctly, infographics are insightful and useful for audiences because of how quickly they can provide information with great visuals. A good infographic raises questions that interest your audience, especially if it’s visually pleasing to look at. It also tells a good story—a trait that is highly necessary to build brand awareness and recall among customers. Here are a few ways an exceptional infographic can tell a compelling story.   It engages audiences with headings. When you look at an infographic, one of the first elements…

  • sticky notes placed on a calendar for market research.
    Blog,  Marketing Research

    Statistical Significance and Why It Matters to Marketers

    Many marketers are constantly performing the collection and analysis of data. Whether it’s performing t-tests or correlation analysis, there are always important data that require a thorough examination to determine the results of a survey or another study method. During advanced data analysis, one metric that’s often overlooked by marketers is statistical significance. Statistical significance allows you to assess data by determining whether its results are meaningful or just an anomaly. When you examine statistical significance, you can prevent serious mistakes that you can risk your overall marketing efforts. In the marketing world, producing and evaluating the results you produce is the best way to make informed decisions for any…

  • Woman on her laptop performing a data analysis or data cleaning.
    Blog,  Data cleaning

    3 Types of Dirty Data to Beware

    The word “pollution” is often associated with the environment. Plastic bags, straws in the ocean—you get the drift. However, what many people don’t know is that pollution also exists in the business world. Yes, you heard that right. Since many businesses and firms are data-driven organizations, there’s a chance that data may become corrupted or obsolete. When data becomes insufficient, outdated, or inaccurate, it typically referred to as “dirty data”. Dirty data isn’t something you can just ignore. For many businesses, dirty data can lead to interruptions during regular business operations and pose countless other risks. As marketers, it’s important to identify the difference in dirty data that we may…

  • glasses, pen, and notebook on top of a desk.
    Blog,  Marketing Research,  Marketing Strategic Planning

    How to Create Effective Market Research Questions

    When it comes to market research, creating effective questions for customer interviews, focus groups, and other similar research formats can be challenging. As a marketer, you want to be able to ask the right questions that can garner the information that you want without overwhelming or misleading your interviewee. For instance, interview questions that encourage a particular response from your customers or try to undermine your competitors’ offerings can come off as disingenuous. These types of questions also prevent you from achieving your market research goals, which, in turn, halts your marketing efforts, whether it’s developing a strategy or helping a client launch a new product. So how do you…

  • laptops and papers on a desk with business people working over it for marketing research.
    Blog,  Marketing Research

    3 Reasons Why Market Research is Important for Marketers

    The importance of market research cannot be stated enough. When done correctly, market research can provide you with countless insights that allow you to make important decisions—whether it’s for your personal brand or your client’s business. Of course, for many marketers (and business owners), it’s easy to just delve into secondary research sources and derive your insights from there. You’d likely rather skim over market research and start diving into the action by marketing products or services right away. However, market research plays a big role in any business, regardless of its respective industry. In this blog, we’ll explore 3 reasons why market research is important to you as a…

  • a person working on a Mac computer with their personal website on screen.
    Blog,  Brand Awareness,  Branding,  Content Marketing,  Content Writing

    5 Tips for Creating Your First Website

    Whether you’re building a personal brand or helping a client with their marketing efforts, having a website can help you reach your set objectives in several ways. With a website, you can reach your target audience through a digital space. You can also define your brand to potential customers and develop brand awareness, which can generate leads. Creating a website sounds complicated, and in many ways, it is! There’s a lot of tricks and techniques that must go into place so that your website is successful. However, before you start thinking about these little details, it’s important to get started. Here are a few tips that can guide you in…