Web Development

Microservices

The traditional approach, when developing applications, is called monolith. In this system, all the parts that can be implemented are in that single application, which has certain disadvantages. The larger the app, the more difficult it is to solve problems and, in addition, it presents complications when quickly adding new functions. A microservice-based approach for the creation of applications helps solve this type of problem and promotes development and response capacity. Compared to monolithic applications, microservices are simpler to test, implement and update.

What are microservices?

Microservices represent a low-cost solution developed with a high level of programming and functionality. Microservice architecture is software development composed of a series of small services, running autonomously while communicating with each other.

What benefits do they present?

The interesting thing about microservices is that they eliminate or reduce the cost of development. The only cost is the implementation in our application or technology network.

Cost-benefit

Although the user has distributed costs, as each microservice requires a contract, the cost benefit is very high, not only because of the savings and speed they offer, but because they are much more powerful than a new development.

Challenges

Microservice architecture is a very attractive solution, but it is advisable to understand its disadvantages. Microservices introduce complexity and require management. We must make a great effort in automatic deployments, monitoring, manage failures, data consistency, testing strategy and other factors introduced by distributed systems.

Integrations

There are dedicated companies that provide integrations between service providers and others that offer services with a greater number of integrations. There are two options; One is based on the two applications communicating with each other, while the other alternative is to use a company that performs the integration, eliminating the need to hire a programmer to perform this activity since this service is offered by the same company.

In conclusion, microservices allow us to create modular applications, capable of working autonomously and being able to be reused efficiently. In addition, they allow us to optimize the use of our hardware, as they only deploy what is really necessary, instead of making complete monolithic applications.

We offer both services, developments and/or integrations, allowing us to adapt to our client’s specific needs.

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.