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Digital Strategy: identifying opportunities

Today, the least relevant component of a digital strategy is technology. Of course it is important and it is necessary to invest in it, but in 20 years of constant evolution of the different options in platforms and digital channels, the emergence of social networks and apps among others, has allowed companies to have better opportunities to strengthen their presence on the Internet.

However, this same amount of options has made companies not clear why they want to be on the Internet.

Is it enough to have a fan page on Facebook or Instagram?

Many companies think that by having a Facebook page they have “accomplished the task”. Filling up with followers or “likes” without a clear objective is the next step. Or they develop a web page simply to fulfill a requirement. This is not entirely accurate.

It is a matter of identifying opportunities

Let’s be clear. Not having a digital presence is not a tragedy. We have been using the Internet commercially for more than 20 years. At the end of the 1990s, it was predicted that those companies that did not integrate into the new e-comomy and adopt new technologies would disappear from the market. This has not been the case. Many companies I have visited in recent months have no Internet presence at all, not even in social networks. And nothing has happened to them.


Having clear objectives, knowing what you want to be on the Internet for, increases the chances of:

  • Generate revenue: potential customers, sell online, brand positioning.
  • Saving money: higher productivity, more efficient processes in the relationship with customers or avoiding human intermediation where it is not necessary,

It is true that many sectors have been impacted by technology over the past two decades.

Let’s look at a couple of simple examples:

Travel Agencies

Travel agencies saw their revenues impacted when airlines started selling their tickets directly to their customers. Their intermediation disappeared. The airlines saved money and the agencies were forced to rethink their business. But they did not disappear.

Uber vs. cabs

Beyond the discussion of whether the service is legal or not, Uber as a technological platform has changed the way people consume transportation services. It has also given many people the opportunity to generate income through the app. The cab drivers’ guild has been impacted by this worldwide situation and has forced them to rethink the way they provide their service and adapt to the new market demands. Technology shortens distances and facilitates the interaction of those who sell products or services.

I could show thousands of cases in which small or very large companies have taken advantage of technology not only to generate income but also to save money.

And also many cases in which nothing has happened to them because they have not taken advantage of the opportunities generated by technology.

Which of these two groups does your company fall into?

Have you sat down with your team to think about how technology has impacted your business?

Have you thought about what opportunities you could take advantage of through the Internet?


Let’s look at a simple example: the withholding tax certificate.

How many suppliers do you currently have?

How do you deliver the withholding tax certificate to them every year?

Do they call, do you generate it and email it to them?

Have you thought about how much the time invested in this process is worth?


Opportunity: Publish the certificates on your website and inform your suppliers. They could log in with their NIT and download it easily.

This is a simple example of how technology can favorably impact your business and save money on processes that can be automated.

A Digital Strategy is identifying opportunities by leveraging available technologies.

KNOWBI is #DigitalStrategy

Entrevista virtual: Publicidad Online

We interviewed our Executive Director, Victor Hugo Orrego, who answered a series of questions related to the importance, advantages and current impact of online advertising. We invite you to know what he told us.

 What are the advantages of online advertising investment?

Online advertising is one of the most important elements for the success of a company’s digital strategy. It has many advantages, among which I would highlight:

Audience targeting allows advertisers to reach target audiences more accurately. Advertising platforms such as Google Ads allow ads to be shown to people who may actually be interested in our message. This makes the media investment much more effective in terms of impressions and clicks.

Measurement is, from my point of view, a great advantage over traditional media. The storage of user behavior, the ads with the most clicks, the hours with the highest traffic, the days with the highest display of ads, among many other indicators make online advertising an activity that, well done, gives real results in terms of return on investment for advertisers.

The integration of media, such as Google Display Network, Search Network and Youtube allows us to reach different audiences with different ad formats. Text, image, animations and video. This way we can know which ones can perform better in reaching our objectives.

For you, what are the formats that work best in online advertising?

This depends a lot on the advertiser’s objectives. Text ads are very effective if we want to achieve conversion goals such as sales, form registrations or lead generation.

Graphic formats are ideal for generating brand awareness and traffic generation.

Video formats support brand awareness and viralization.

A proper mix of these formats connected with clear and well-designed landing pages are ideal to achieve our goals.

What do you think is the key to a successful online advertising campaign?

To have clear expectations regarding the campaign to be carried out.
Clear objectives
Permanent monitoring and optimization
Adapt to the changes of our audiences.
Never stop in the guideline. Coca Cola has not stopped for more than 100 years.

What elements should be taken into account to design a good campaign?

Here the objectives come up again. If they are clear, the message to be delivered to the audiences will be more effective.Knowing the audiences is key. This way we will know how to talk to them. What information do we have about the audiences? Do we constantly analyze our statistical tools on the website, such as Google Analytics? Do we listen to what audiences are saying on social networks? Do we know what they are searching for on Google?
Today we have all the technological tools to understand audiences. We must take advantage of them!

In what types of spaces is it more appropriate to advertise?

When starting a campaign from scratch it is possible to make decisions according to the information we have about audiences, interests, demographics and geography. Platforms such as Google Ads allow us to select the search network, display network and YouTube to publish our ads.

However, time will tell us exactly which is the best space, site or YouTube channel to place the ads.

It is the behavior of the users in front of the campaigns, the number of clicks, the number of impressions, as well as the CTR (Click Through) and the conversions (effective sales, registrations, leads), which will allow us to know exactly where we should better invest our money.

That is why you should never stop advertising on the Internet. And of course, knowing how to analyze and optimize campaigns will be the secret to success.

What advice would you give when choosing the right media?

Constantly monitoring and optimizing will give us the right clues. For example, if I launch a broad campaign in Colombia and I see that the city of Manizales is generating the most traffic and sales, it is clear that my budget should be focused on that location. If my target audience is not clear but in the first month of the campaign I realize that the 25 to 34 years old segment is the one that most sees my ads, then my ad bids in the Google search network should go up.

Optimize or die. That is the task.

New Year’s resolutions and digital trends for 2017

One of the most talked about topics these days are the acclaimed “New Year’s resolutions”. When we start a new year we fill ourselves with great promises, plans and encouragement to change our lives and start the year in the best way. We propose to do activities that we should already be doing, start the gym, study a language, learn an art, read, among others. It is ultimately a study that we do ourselves to detect where we are failing and what we should do to improve.

Have you ever wondered how this study could help your company? Have you already made a list of resolutions and goals for this year? Do it and make your brand more visible on the web. For this we will help you to know the trends that are setting the pace this year.

1. Innovate in web design and you will surprise everyone with proposals very much in line with the new trends. Here are some tips that can help you:

  • Implement fewer menu options, between 3 and 4 will be enough to bet on a much more minimalist menu with fewer options.
  • Make a proper use of the “hamburger menu”, because although they give a very clean look to a web page, this type of menu can hide content that may be relevant to the user.
  • Turn bitones into your allies and make them stand out strongly.
  • Say goodbye to “pararllax scrolling”, it will die!
  • Animations are being used more and more to highlight the contents of a website, however do not go overboard with these, you can not put them everywhere indiscriminately.
  • Minimalism will definitely be the main protagonist this year thanks to its emphasis on performance and loading speed, so make good use of it.
  • And always remember that in web design what is trendy or not, is marked by the user experience.

2. Social Networks promise a much more personal experience, even without being close. So we invite you to make use of the tools they put at your disposal:

  • During 2017 we will see more frequent graphic, video or text content that is not directly related to the product or service, but focused on the consumer’s lifestyle.
  • Live video streaming has become more common every day. Take advantage of it to broadcast your events or launches so that the audience does not miss any detail of what is happening with your brand.
  • 360 photos or “panoramas” have been around for at least two decades, but it is only now that they are starting to become popular with augmented reality viewers. In the coming months we will be flooded with this type of content, so don’t let your brand miss out on this!

By: Maria Juliana Lopera

Video, a fundamental tool in your digital strategy

The use of video in the advertising media mix has become a fundamental element to achieve positioning, interaction and branding objectives.

The high consumption of video by all users of social networks and websites is growing year after year, which represents opportunities to develop high-impact campaigns.

The advantages of developing such a strategy are as follows:

  • Es más simIt is easier for users to visualize. Unlike text, video can deliver images and sounds, enriching the experience.
  • It can generate more connections with the brand since audiovisual content generates more emotions in those who consume it. It is easier to cry with a movie than with a book.
  • It enriches the navigation statistics of a website since users can stay longer, giving more possibilities for interaction, sales and leads.
  • Likewise, it is another format that generates more traffic possibilities since it is a complement to other content formats, such as pdf or text documents. Search engine results can improve even more.
  • We cannot deny that video, due to its fast consumption, allows to show products and services in a more impactful way. Likewise, showing a face of someone who can sell me something gives more confidence when making a decision.
  • The metrics provided by the different video platforms, such as Youtube, Vimeo or social networks like Instagram and Facebook allow us to realize at what point the user made an interaction. This way we can make decisions to improve production and the content we want to promote.

If you want more information about how to get more out of organic video strategies or digital advertising, contact us here.

The company that does not adapt to digital will soon wither. Be like the tree!

We all know that trees have greater longevity than other types of plants, that they branch at a certain height from the ground and produce secondary branches every year, in addition, that their roots are stronger than anything else and above all, that they constantly generate benefits for humanity and the environment.

Therefore, our invitation today: Make your company like the tree! Create solid foundations, seek to be where your customers are, give them the importance they deserve, create versatile, innovative content that attracts and adapts to new technologies.

92% of business and HR leaders have identified the critical need to redesign their organization in the face of disruptive changes in digital technology, business models and workforce demographics. This is one of the key findings of the fourth edition of the Deloitte firm’s study entitled “Global Human Capital Trends 2016: The New Organization, Different by Design.”

The new world of digital work continues to drive changes, redesigning tools, services and human resources around technology. Today, it is important to review organizational structures and move in step with the new tools provided by this wide world of digital.

The digitization of a company is not a goal in itself, it is not a destination point but a process of profound transformation that requires attitudes of change, of permanent adaptation to leave comfort zones and explore new possibilities.

Digital transformation is also not a technological issue, but a question of vision, strategy, organizational culture and process redesign. It is about being able to successfully overcome the challenge of talent management in times of networks. Hence the importance of professionals and their professional development and the leading role that management teams must play in the initial impulse and in the subsequent support and maintenance of this transformation.

Finally, if you want your company to endure over time, like the tree does, innovate, create and live digitally, so that your roots will grow stronger and stronger and your fruits will be bigger and bigger.

Does my company need to have a presence in social networks?

Simple, your company needs to be where your customers are. In the digital world they are talking about your brand even if you are not present. Today’s consumer, instead of asking his friends, asks Google or whoever is behind his social profile.

The arrival of the so-called Web 2.0 era, the emergence of Information and Communication Technologies and the acceptance of new tools and platforms for interaction, managed to insert a change in the way of conceiving and defining different topics of public life, such as personal relationships, democracy, politics and even advertising.

The latter, without abandoning traditional spaces, began to play a leading role in new platforms, expanding its creative horizons to the virtual world. Advertising, understood as a means of communication that proposes to convey an idea or message about a brand or even propose new lifestyles, has found opportunities to attract new consumers every day through virtuality.

And yes, this is how social networks become a protagonist scenario within the new conception of advertising, because although many could say that these are only a part of the second Internet revolution, it is undeniable that today they are one of the most visible and promising platforms. Why? The cybernaut of the new information age is no longer satisfied with extracting content from the Net and his needs began to demand a space where he could share, express knowledge and experiences.

Thus, in response to these needs, the basic search parameters of the network were preserved, but with the novelty that now users become collaborators through the publication of information. These networks function as online communities of users who share similar interests and exchange information, which translates into a database that is highly desirable for any company or individual seeking to gain insight into the preferences of their target audience, direct specific advertising or create activities that generate loyalty.

It is for this reason that both large and small companies have seen in social networks an ideal way to interact and maintain continuous communication with their customers, increase brand visibility, achieve greater reach and finally know and segment their target audience. However, here is the challenge:

If our company’s social networks promise to be a simple loudspeaker, without interaction or concern for the user, it is not worth investing time or money in them. Let’s understand that these profiles are not there to sell, but to make users fall in love, to convince, to make them participate. That is why it is necessary, for a social media strategy to be successful, that companies move from traditional business thinking to one that adds a commitment to both their community and digital media. That is, it is necessary that the company acquires a direct responsibility with the customer.

It is a reality that is impossible to ignore. Nowadays, these scenarios have become the daily bread of people who, as part of a globalized world, seek to maximize communication to and from anywhere in the world. Every day millions of people start their day by turning on their computers as soon as they wake up, checking the latest data of their contacts on Facebook, sending data about their actions on Twitter, posting their videos on Youtube or their photographs on Flickr.

And now, with smartphones, they keep in touch in real time, performing these same operations from wherever they are. Mobility! Today smartphones allow us nothing more and nothing less than to get into the purses, wallets and pockets of our potential customers, offer them in a segmented way what they are really interested in and, once they have done so, make them fall in love with us.

Are you still wondering about the importance of being present today and now? If you need more reasons, in addition to those already listed, how about cost reduction in advertising, better focused marketing expenses and ads that reach an audience already present.

Millennials and e-commerce through Facebook

Someone asked me this on Facebook and below is my response. Interesting discussion.
Victor H Orrego give me your appreciation: Millenials, are buying everything on FB …. What will be the future of EC strategies and sophisticated shopping carts?…will they be replaced by the informality of sales on FB?….

Yesterday I met with a client for whom we are going to design a “traditional” e-commerce store. When I inquired a little more about his business, he told me that he was currently selling other products through Facebook and that this would be a store from scratch. That she already had her domain but knew nothing about it. His current process of selling through Facebook is based on advertising his products through Facebook. The potential customer contacts him through his timeline and the deal is closed by inbox or Whatsapp: “This is the account to which you can consign. Once you consign the product is sent. Simple. Easy. Right? When I asked him about the customer database he told me he didn’t have one. And if he had a history of orders. Dry braking. Point against.

The relationship through social networks is done informally and it is not easy to register sales (which would have to be done manually), customer data, e-mail, etc. This way you lose the possibility of seeing trends, better clients, etc. And so you would not be able to do other types of strategies, such as targeted promotions or use email marketing to complement the whole strategy. Imagine if Amazon decided to sell only through Facebook. Everything you have built, your super customer recognition platform comes down.

Now, on Facebook you have no control over usability, new features you might want to put on your products, or change the design of your site.

Facebook thus becomes a sort of “Free Market” or “Ebay” but more informal, allowing many small businesses or individuals to have their “store” and not pay for something more sophisticated.

But that becomes more of a “business” and not an e-commerce company from my point of view. E-commerce well done has complex processes whose objective is precisely to advance the strategy and strengthen the brand in the long term and the relationship with its customers.

On Facebook you can be a “brand” but ultimately you are in the hands of Facebook. Let’s suppose that Mark and his friends wake up one day thinking about changing everything again. That the photos will no longer be displayed like this, or that the timeline will change and the comments will be different. Or they develop an algorithm so advanced that they can tell if someone is selling something and they will charge you per transaction. Or simply if they know you have a store they will charge you a monthly fee for having your profile. It’s not unreasonable.

Social networks are an independent Internet. That’s a fact. There is a giant mass of people moving every second over there. And it’s a giant opportunity to do business. And it’s going to continue to be done. I see this as an additional channel to the online store, of course. And you have to take advantage of it.

But doing things well in E-commerce does require a little more investment and management, if you want to have a strong base in the long term.

Online Advertising: Why invest in Youtube as a medium?

Today we move like fish in water through the current digital landscape, we live in an age where we must supply an insatiable appetite for information and entertainment, we are always on the lookout for new videos, and the abundance of new channels offer endless advertising possibilities where we have developed a more short-term focus and a fragmented approach to content.

Thus, for brands it has raised the challenge of capturing and maintaining the attention of users, seeking ways to access new forms of communication and enhancing content. Among these is YouTube, a platform that has become the third largest search engine in the world due to the large number of users who are constantly searching and consuming videos.

If we think of traditional advertising channels, it is to be noted that these bet on a mass of audiences, while for example on YouTube you can have a more interactive and immersive experience, you can reach an audience according to the interests that the user is looking for, being the advertiser’s job to make the short screen time to promote their product attractive, in addition to taking into account that the videos should not be very long because people scan very quickly the content.

Speaking specifically of advertising, this can give visibility to the brand and is the first step to get new customers. Likewise, if you are looking to impact the public, the first thing to do is to know them, YouTube allows you to segment and measure the impact of content, know what people are looking for and create a closer link with them than traditional channels do, which already have a certain cost whether or not your product, your commercial or your advertisement is seen. YouTube only charges if the video is viewed and this in terms of costs is a very strong value compared to other channels. This is therefore a reality that brands must play with, but above all know how to take advantage of.

On the other hand, if the content is interesting, not talking about advertising as such but about organic content, people will visit the channel and share it. We must not forget that people watch videos on the Internet on a daily basis, which implies new and constant business opportunities. This is where the concept of micro-moments comes from, that specific need that people have at a given moment and it is essential to make the service or product reach the person at the right time, this will make them engage with the brand. It is also important to be efficient in the use of the tools, since this platform allows to live a visual experience that is undoubtedly closely related to emotions and needs.

There is no waste of advertising on YouTube. There are no time restrictions and you can target a specific demographic audience, talk to them in videos about your brand, products or services, help users with product usage ideas, entertain them with content, inform them about the industry and much more.

Youtubers are a clear example of how to optimize content and meet people’s need for entertainment. There are no big sets, no marketing budgets, no assistants managing social networks. They just make their videos, talking to the viewer and that is what engages their fans.

In conclusion, through YouTube, brands can connect with their potential customers in a unique and memorable way to provide information, share experiences, success stories and show them why they should be interested in their product, reaching the right audience at the right time and measuring their success.

Content Marketing: Challenges and opportunities in your digital strategy

In recent years, Content Marketing has become a key element in the implementation of digital strategies for brands. Companies have begun to become aware of its importance and to include it in their communication plans. We have gone through different stages of exploration, acceptance and a path towards its maturity. Therefore, and due to the experience of users and advertisers, it could be said that today it is a format as or more effective than other advertising formats.

There is still a long way to go and many tools to discover, some strategies to propose and, above all, a lot of research to be done on the subject.

This question has not yet been resolved, but the truth is that companies will continue to look for ways to bring Content Marketing to its maximum realization.

Here we present a series of elements that companies use and must continue to improve…

Keep in mind that the content must be omnipresent:

What you publish must be in the same places where your target audience is present. The brand must be everywhere, visible and accessible, in order to build audiences and position itself in a competitive arena.

It makes no sense for an end-of-year promotion to be developed on social media profiles if the website is talking about mid-year vacations. You have to generate consistency and coherence in the content. This way there is more reach to potential customers and more chances to sell.

In a hyper-connected world through PC’s, smartphones, tablets, televisions, websites, social networks, YouTube, apps, email marketing among others, the challenge will always be that the content is adapted correctly for all devices and types of content. Therefore, brands will have to make decisions regarding the resources they are going to allocate.

Brands need to focus not only on generating content, but on making it really reach the consumer.

Content creation from data: Brands can rely on different data analysis tools (see the article Web analytics is not just numbers) such as Google Analytics or Hotjar.

In this way, they have the possibility to study what happens in real time in the navigation and behavior of their visitors in order to rethink their content and service generation strategy, as well as the user experience.

Developing a strategy of this type correctly in all media implies more dedication from the work team (if you have one) or investment in an external supplier.

The question is: Do we do it very well in a few channels or do we do it mediocrely in all of them?

Email Marketing: The fine line between what is worthwhile and what consumers consider spam.

Contáctanos - Knowbi Agencia Digital

Despite heavy criticism and many announcing its demise, email marketing is more alive than ever. Web users continue to open messages and continue to use email most of the time.

Email is one of the most used means of communication in the world, every day people access different platforms to be in contact with their loved ones or to establish work relationships, so it is a recurrent tool that becomes part of everyday life. On top of this, Email Marketing has a number of other advantages. It has great conversion capabilities and works very well when it comes to finding the way to convince consumers to buy a certain product.

Despite all this, the problem that email marketing is currently facing has to do with the emails themselves.

The risk that users do not open the content or send it directly to the trash can, that they unsubscribe from the database, that they decide that the messages are not important to them and that they turn them off, are the main concerns for brands today. But why should such situations arise?

Here are 4 reasons why users unsubscribe and a series of mistakes that brands should avoid.

  • The exaggeration in the number of emails can tire users.

According to data from the last few years, users say that receiving too many emails is one of the reasons why they unsubscribe, receiving too many messages can make them run away in fear.

Brands must establish a fair balance between what is relevant information and what can become spam. You should not saturate their inbox and messages should be the necessary to not bore the recipient, therefore it has been found that 6 out of 10 people want weekly mailings.

  • If the content is irrelevant, the message will also be irrelevant.

An important element when it comes to engaging the user with the brand is the content. It should always be kept in mind that the content that is being sent serves a purpose, has value and is useful to the recipient.

  • Sending mail indiscriminately can be counterproductive.

Failure to distinguish one person from another or to differentiate between them can be counterproductive for the brand. In fact, people are not very receptive to messages that arrive in their inbox just because, so it is necessary to be aware of the database you have when sending a mailing. Users tend to take a dim view of Email Marketing to which they are not subscribed and this situation pushes them to unsubscribe.

  • Generate a trustworthy image.

For a brand to gain visibility in the network, it is important to create a solid image, which generates remembrance and above all tranquility, which makes users feel comfortable and safe. Many users tend to unsubscribe because they do not trust the source of the emails.