Digital Marketing, Web Development

MVP Projects

An MVP (minimum viable product) is a product that has the basic functionalities of the core business, with the main functions necessary to operate, without all the details of the final product.

The objective of this first version of a product is the possibility to quickly carry out tests to determine the steps to be followed and its viability. For example, on an eCommerce website, the MVP should have the essential functions: the products, allow the registration of users and the purchase process. Once this is in operation, we could move forward and add a space for product evaluation and the option to share them in social media or other functionalities that are convenient to improve the conversion and usability of the site. It is more efficient to identify the need at this point rather than in the planning stage. We can easily place wrong priorities or invest in secondary functionalities ahead of time.

It is common in developments, especially in functional websites or applications, to confuse the main objective of the product. In many cases, we plan excessively, and when the site is launched, we come across errors that affect its functionality. For this reason, it is recommended, whenever the business allows it, to launch a product that is not polished to see how it works and then make the necessary corrections taking the experience as a basis.

The main benefit of an MVP development is that you do not have the risk of meticulously developing a product only to discover that it does not meet the owner’s expectations. MVP development should be more economical and quicker. This differs drastically from the process of developing a product that, for its launch, requires having a higher level of functions due to the type of industry (medicine for example) or because once launched it is not possible to make corrections (Automotive for instance).

The key is to find the balance between wanting to launch a perfect product and at what point it is decided to launch the project, put it to the test and learn from the mistakes to reach the desired outcome. The idea is to understand the failures as positive learning and to apply them towards the development of a better product.

We like to think that an MVP product is the beginning of a product of excellence that is developed through a process of continuous innovation that allows us to differentiate ourselves and outperform the competition.

An MVP development will deliver a product of excellence that will allow you to differentiate and outperform the competition.

We like to think that an MVP is the beginning of a product of excellence that will be developed through a process of continuous innovation, allowing you to differentiate and outperform the competition.

Digital Marketing

The end of traditional Marketing: Marketing Funnel

In the past years, the universe of Marketing has been in constant change. The AIDA model (Awareness -Interest – Desire -Action), although still in use, has been adapted to the changes in the marketplace. Especially, Digital Marketing.

In this context, Digital marketing funnel was born. This method expands the original by focusing on Brand Engagement, consumer education and embracing the non-linear way on how consumers shop online. It consists of 4 stages: attract, nurture, convert and delight. However, to cover every possible variable, it expanded to 10 steps. The first six take place before the point of sale, and the last four occur after.

Let’s go through each step:

1. Engagement: This first step seeks to achieve “Brand awareness”, that is, to publicize the brand. Currently, this is achieved almost exclusively online through social networks. (Facebook-Twitter-You tube-LinkedIn). The goal is to reach a large number of people and start attracting potential customers from the masses.

2. Education: The discovery stage that started with engagement, continues with educating customers about our brand. This includes identifying consumers’ problems and providing insight to help solve them.

3. Research: The process continues with the period of investigation by the consumer. They are looking to understand why they should choose a particular company. The goal is not to overwhelm them with offers, but to provide them with the information they need about our company.

4. Evaluation: At this time a solution to the problem must be presented. The consumer at this stage is in search of the product that represents the best solution (better benefits – price difference).

5. Justification: Often, marketers succeed at convincing consumers that their solution is the best one for them, but still don’t make a sale due to consumers’ objections, obstacles or inertia. The justification stage is about finding ways to overcome these issues. They need reasons why they should buy it.

6. Purchase: This phase is where potential customers become consumers. The purchase stage is all about the sale; you must give support by assisting the consumer, providing them with all the information they need.

7. Adoption: Post-purchase is time to deliver on everything a company has promised its new customers. Here we include the importance of customer service and support.

8. Retention: Getting a potential client to become a customer is quite an achievement. However, we must focus on keeping them as satisfied consumers.

9. Expansion: Ideally, customers should not only be satisfied with their original purchases but also become repeat consumers. Marketing campaigns should be built around upselling customers higher-end products and cross-selling them complimentary products.

10. Advocacy: Satisfied customers can spread the word to a whole new universe of prospects, including their peers, colleagues, family, and friends.

When we talk about Marketing Funnel, we do not refer to a rigid model that applies to every case scenario. It’s up to marketing teams to understand their industry, products and target audiences — and then create the digital marketing strategy and funnel that best meets their needs in reaching their potential new customers.