Even if you invented the wheel, your brand needs to have a voice and personality. Being the first in the industry is not enough. Don’t forget that customers are emotional beings looking for relevance, context and connection.

Whether you are building a web or mobile application, don’t wait until you have your final product, start testing! My approach relies on continuous experimentation in all aspects of the product, and customer experiences enable to constantly shape those experiences based on feedback and real customer behavioural data.

Gone are the days when marketing automation relied only on email campaigns. A good automation strategy now requires interaction with more efficient channels like chatbots, SMS, email and in-app notifications. However, there’s no ‘one-size-fits-all’ here; the formula will depend on your business itself, as well as your audience.

Having a social presence for your brand is fundamental. Building communities around your target audiences and personas, it’s a strategy. My approach to social media marketing goes beyond creating pages for your products. I build communities of highly engaged followers who believe in what you believe. For them, discovering your product, it’s a collective success.