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.

When developing apps, the traditional approach (“monolith”) could show some disadvantages. In this article we want to present to you an alternative: The microservice-based approach.

Under the traditional system, all the parts of the app are integrated, so the bigger the app, the more difficult it gets to solve its problems and to add new features in a fast way.

Microservice-based approach

This approach divides the different parts of the app into smaller and external components. Thus, different service providers generate a “microservice architecture” that, all together, builds the final product. This represents a low-cost solution developed with a high level of programming and functionality. Each microservice is running autonomously while communicating with each other.

Its benefits

This methodology boosts development and response capacity. It is an easier system to test, implement, and update. It is a way of gaining time and potentiality. Its fixed cost, assumed by users, helps reduce or eliminate development costs.

Challenges

Even though microservice architecture is a very attractive solution, it is advisable to understand its weaknesses. Microservices introduce complexity and require management. It requires great effort in automatic deployments, monitoring, failures management, acquiring data consistency, developing a testing strategy, among others. Also, a high level of consumption could elevate its costs.

Cost-benefit

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

Nevertheless, we still have to take into consideration the consumption level the product will have. As we mentioned before, if the usage is high, then the cost will be higher than the benefits. But in general, 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 having to make a complete monolithic application.

Integrations

For integrating the different microservices there are two options: to develop the connection locally, or to outsource the task to a company that performs the integration. We offer both services, developments and/or integrations, allowing us to adapt to our client’s specific needs. If you have any questions about this service, contact us!

Digital Marketing

MARKETING FUNNEL: FROM THE OLD WAY OF DOING MARKETING TO THE NEW ONE

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.

What is a marketing funnel?

The funnel of marketing describes the experience a customer has with your business. It is a route map from the initial stage when the client hears your offer, to the moment they buy or consume your product or service.

What is the difference between the old funnel and the new one?

The new Digital Marketing Funnel ads precision to the traditional method. It understands the online experience as a non-lineal one and focuses on the behaviors that guide the consumer. It focuses on generating Brand Engagement and consumer education.

It has its roots in the traditional funnel’s four primary stages: attract, nurture, convert and delight; and expand them into ten steps. The first six take place before the conversion, and the last four afterward.

Let’s go through each step:

1. Engagement: This step seeks to achieve “Brand awareness”, that is, to publicize the brand. Nowadays, this is accomplished almost exclusively through social networks. (Facebook, Twitter, Youtube, Instagram, Spotify, Pinterest, LinkedIn, among others). The goal is to reach a large number of people and start attracting potential customers from the masses.

2. Education: The discovery phase that started with engagement continues with educating customers about our brand. It is vital to identify consumers’ problems to provide them solutions.

3. Research: At this point, the client seeks to understand why she should choose a particular company, and therefore they look for information. We should offer them the information they are looking for, without overwhelming them.

4. Evaluation: Now, a solution to the problem must be presented. The consumer at this stage is searching for the product that represents the best solution (better benefits – price difference).

5. Justification: Often, marketers succeed in 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 to keep on the buying track.

6. Purchase: This phase is where potential customers become consumers. The key here is to assist your consumer, providing them with all the information needed.

7. Adoption: Post-purchase, the company must deliver all its promises. And we go back to the importance of customer 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 be satisfied with their original purchases and 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 peers, colleagues, family, and friends.

When talking about Marketing Funnel, we do not refer to a rigid model that applies to every case scenario. It is 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 potential new customers.

Lead Generation

Why should you use a CRM?

A couple of weeks ago, I was having lunch with a customer and found out that he did not know about the importance of using a CRM (Customer Relationship Management) program in his organization. I realized that many small business owners are not aware of what a CRM is and the importance of having one.

What is a CRM?

A CRM is a software that organizes and manages the relationships between a company and its customers. It is the key to implementing and developing an effective sales procedure. Even further, by implementing a suitable CRM, you would be facilitating the collaboration between the marketing sector of your company and the sales sector. You could even create an income marketing plan.

It’s benefits

1. It allows us to know more about our clients: From their profile to the stage they are at the marketing funnel. By knowing this type of information, you will be able to segment advertising to maximize your results, among others.

2. The whole team will be able to make a close follow up of a client ‘s life cycle. For example, if knowing when the prospect is ready to convert, the marketing team could give his or her contact information to the sales team at the right moment. This fastens communications, organization, and the commercial team’s management.

3. Prevents “losing” leads halfway there. Having their information from the beginning of the purchase process makes it easy to keep track of them.

4. It improves productivity and administrative processes.

What should I do first?

If you still do not have a marketing and sales plan well developed, this should be your first step. Defining goals should help your employees organize their work and measurement parameters of results. It is crucial to set KPIs (Key Performance Indexes) to measure your actions’ performances.

When implementing CRM and new processes, it is key to have a flexible team prone to adapting to changes.