E-Commerce: The Dates You Need To Mark On Your Calendar

e-commerce: las fechas que tienes que marcar en tu calendario

We prepare a list of key dates for e-commerce and in each one we include a paragraph with examples of commercial actions or information to highlight.


Within the strategy of a brand with e-commerce it is essential to keep in mind important and remarkable dates of the calendar because it is a great opportunity to increase sales. Thus, these special dates can be used to offer discounts and promotions to customers, but they must have a well-defined and planned strategy so that the results are as expected.


Below, we list some of these dates that are key for the company to prosper:


  1. Black Friday

Black Friday is the day that inaugurates the holiday shopping season. Today, it is the day of sales par excellence. A good way to take advantage of the pull that this day has is to make pre – Black Friday, make discounts, put free shipping or give gifts for purchases made on Black Friday. For example, in decoration with each shipment give a pendant for the handle of a cabinet. 


  1. Christmas campaigns

The Christmas campaign is one of the strongest of the year. All companies and brands take advantage of these days to create commercial campaigns with a Christmas spirit. It is a sure hit because at this time of the year sales soar and therefore it is important that the company is present in the consumer’s mind and that the brand strategy is well defined.


One way to encourage sales is to give customers ideas about gifts, offer gift cards (which is always a good option for the most indecisive), flood your brand and your website with Christmas decorations and that the online store is in good condition because sales can increase and it is important to provide a good service to the consumer.


  1. January sales

After the Christmas holidays come the January sales and it is also very important to be at the foot of the cannon. Some tips to make the most of these dates are to announce in advance the period of time that the sales will last, update social networks, inform about shipments and payments during this period of time to avoid confusion and strengthen customer service. 


  1. Summer sales

Just like the January sales, the summer sales last for a long period of time and the same tips mentioned above can be applied to these dates. As these sales last a long time, the issue of defining dates is essential, as well as continuously and clearly announcing which sales are being offered to the consumer. For example, when we talk about sales in decoration, for the customer it is a good investment, but people do not frequent a decoration store with the same assiduity that for example a clothing store, so it is very important to know how to communicate and make the consumer get all the information with time margin.


  1. Mother’s Day

Mother’s Day is a perfect occasion for brands to bring out their most special products, which in other circumstances would be more difficult to sell. On the one hand, it is very favorable for this day to carry out a complementary activity, that is to say, with the shipment, to provide flowers, a card… that accompanies and complements the objective of the purchase.


On the other hand, it is very important in this case the customer service and offer the possibility of express shipments, since this date is only one day and the customer will want to play it safe.


  1. Valentine’s Day

Valentine’s Day is also a powerful day commercially speaking. It is important that the offers and promotions offered are in line with the celebration. By this we mean that, for example, a sure hit are the 2×1, because Valentine’s Day is always celebrated with someone.


As on this day, love is celebrated, some campaigns that work very well are those related to donations because there is no better day for the customer to be more open to giving.


And as in all previous dates, prior communication through tiramails, press releases or through social networks is essential to ensure sales success.


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Microinfluencers: Are they important in a marketing strategy?

Microinfluencers: Are they important in a marketing strategy?

Microinfluencers are considered those people who influence their community of followers in RRSS, in terms of trends, shopping or lifestyle. Nowadays, this influence and their reach are considered an essential marketing tool, as they allow companies to get closer to consumers and transmit their message and product in a way that is closer to the public.


What is a microinfluencer?

Microinfluencers are the Instagram profiles of those influencers who have a community of followers that varies between 1,000 and 100,000 users. This number of ‘followers’ allows them to interact with their audience and make the conversation created on social networks reciprocal, i.e. the microinfluencer creates content, their followers comment on it or send messages about it with doubts or inspiration on other topics, which allows feedback on the profile, benefiting creator and follower alike. The content shown is usually specialized in one area, which attracts a niche audience that is passionate about these topics and the brands belonging to this business segment.


Over time, brands have shifted the focus from large influencers to micro influencers, due to the engagement they accumulate, since their audience is committed to the topics covered and to the profile itself, generating a closer relationship between the company and the prescriber, and making the followers more in tune with the brand and its products or services.


Differences between an influencer and a microinfluencer

Influencers are personalities with a larger number of followers and in their networks they deal with more varied topics. Due to the large number of followers they have, it is often impossible for them to interact or respond to comments and direct messages, which decreases the engagement and commitment of the followers with the profile, even though the audience is larger compared to that of a microinfluencer. On the other hand, users with a smaller volume of followers have the ability to respond to the majority of their followers through messages and comments. In addition, microinfluencers are currently perceived as more approachable, credible and natural profiles, as their posts on networks are not entirely based on commercial actions. On the other hand, the big profiles are currently perceived as celebrities with a much colder character with their followers, since the increase in the number of users in their community has reduced their ability to interact with them.


How much does a microinfluencer charge?

This figure varies according to the profile, type of campaign and the number of followers accumulated. If it is a profile that is growing and developing, it is likely that the consideration is for collaboration, i.e. the product is sent to him or she is invited to try the company’s service so that he can test it and make a post about it.


If it is a more powerful profile, they also usually ask for a fee or rate set by the influencer or their representation agency. The services they can provide are: creation of stories, post in the feed and videos for Reels, IGTV, Tiktok or Youtube. The price of the services increases depending on the type of campaign, the duration of the content, the editing and production work. In other words, stories are the least expensive content, followed by posts and videos for Reels, Youtube and IGTV would be the most expensive, due to the preparation of the idea, content, recording, editing, etc. The approximate price for stories is usually 90-250€, publication in the feed 260-680€, the package of stories + publication in the instagram feed 650-2.100€, Reels or Tiktok 1.700€ and mention in YouTube video 260 – 720€, prices vary depending on the magnitude of the campaign, the company and the type of content desired.


How to choose an influencer or a microinfluencer?

Microinfluencer profiles are more credible and the public can empathize with them more easily, they feel closer to them because, having a smaller number of followers, engagement is higher, and the response to messages and comments is also higher, an aspect highly valued by the public. When selecting a profile we should make an intensive search of influencers and then review and choose those that fit more with our values, brand image and that, in addition, have not previously collaborated with brands belonging to the competition or products that clash with the message or image of the brand, as this may detract from the credibility of your company. Once we have selected a few profiles that fit the previous criteria, we will divide them according to the number of followers, since this way we will reach different audiences. The ideal is to have at least 6 microinfluencers of different segments, i.e. 1,000 – 10,000, 10,000-50,000 and 50,000-100,000, to ensure that we reach the largest number of users.


 The advantages of hiring microinfluencers versus influencers. Example of microinfluencer campaigns carried out by The apartment.


Campaigns carried out with microinfluencers are easier to measure and control, while those carried out with larger profiles involve more people and a more elaborate communication plan, which due to the high profile of the influencer, if not carefully elaborated, can reach more critics than benefits. These profiles are perceived as more credible and trustworthy, since their profile is not entirely based on collaborative or commercial publications as in the case of macroinlfuencers. On the other hand, if you work with microinfluencers you can work with several at the same time to reach a larger audience, while with influencers with a larger number of followers you have to sign an exclusivity of at least 3 months. There are microinfluencers who have previously interacted with your brand or company, these are easy to locate and easy to work with because they are already followers of the brand. Among other advantages are that micro-influencers are considered low-risk investments and the fact that you can create long-term, reciprocal relationships in which the influencer helps you reach a segment of your audience and the influencer grows in audience.


In our communication agency, The Apartment, we have carried out several campaigns with microinfluencers with different types of companies. For example, with Tropicfeel, the textile brand “made in spain” respectful with the environment has made a collaboration with @angelaloalv, who in his profile has 18.5k followers. For this action, in exchange for giving her product, she made 2 stories and a reel; and, on the other hand @dariofruz with 26.7K followers in his profile, uploaded to his Instagram 3 stories with the product.

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Focus Group: What They Are And Why They Are Important

Focus Group: qué son y por qué son importantes

The Focus Group is a market research technique that consists of organizing a discussion among a group of people to find out the group’s opinion on a specific topic.


A focus group usually lasts between 30 minutes and an hour and a half. There is always a moderator who is in charge of leading the discussion and helps the dynamics of the conversation. The group usually consists of 7 to 10 people and the members do not know each other. Likewise, the participants are selected according to their characteristics. In other words, people are sought who represent a specific consumer or who cover a range of age, location, etc. that may be of interest to the company. For example, in the case of a focus group for an anti-aging cream brand, all participants will be adults.


It is important to bear in mind that within the same study it is recommended to conduct more than one focus group to obtain more information and avoid biases.


How is a focus group conducted?

First of all, it is important to be very clear about what we want to obtain an answer about. Define the main objective of the focus group. For example, to find out if the customer is affected in the purchase decision if a cream is packaged in a plastic or glass jar, in relation to sustainability issues.


Secondly, the participants must be chosen according to the defined characteristics in order for the focus group to work properly.


Thirdly, the moderator must be chosen and it must be decided whether it is necessary for someone from the company to be present in the discussion, always as a spectator.


When conducting the focus group, it is important to try to make the members feel as comfortable as possible. In this way, the conversation will flow and the focus group will be more beneficial for the company. The moderator is the main person in charge of this.


Finally, the results are analyzed. Focus groups are usually recorded so that an in-depth analysis of the responses can be made and can be viewed as many times as necessary.


 These are the concrete and detailed steps that must be followed to conduct a focus group:


Define objectives and clarify approaches to the situation to be discussed. For example, the development of a new product or changes in a project to be carried out.

Make a list of the questions to be asked and focus them around the stated objective.

The duration should be between one or two hours.

Find a place to carry out the focus group. If it is decided to do it virtually, plan everything so that both participants and guests are aware of all the basics and know how to proceed at all times.

Regarding the start-up moment, it will be necessary to create an information leaflet with all the necessary information, a welcome note, the described objectives of the focus group and the general rules of the meeting to be held.



When it is advisable to hold a focus group

The guidelines to take into account when deciding when to hold a focus group revolve around these commandments:


 – We want to know and analyze the positioning or perception of the brand.

– To detect opportunities and risks

– Testing of usage, concepts, services or new communications.

– Repositioning of a firm or product

– Introduction or market launch of a new company


What questions are asked in a focus group?

This aspect depends a lot on the topic to be dealt with and the way you want to approach it. It must be taken into account that there are much more sensitive topics that must be dealt with more sensitively than others that are more superficial. Within the beauty and health sector, it is not the same to be doing a focus group on a treatment against skin cancer with people who have experienced it as it is to do a focus group on a treatment to eliminate cellulite.


The questionnaire is essential to meet the expectations of the market research. The questions selected will determine whether the experience will be enriching and useful in all senses and in all areas. The most important thing to keep in mind is to follow a planning, a design and to elaborate that roadmap that will determine the results of the research. These questions will reflect the objectives, interests and knowledge that motivate the realization of such a study. Clear and simple questions that encourage discussion among participants should always be asked.


The structure of the questionnaire involves this order:


– Presentation

– Introduction of the methodology

– Techniques to foster a good climate where trust is emphasized.

– Opening questions

– Transition questions to introduce the product or service

– Specific questions

– Closing questions


Why is it important to conduct a focus group and what are its advantages?

It is a qualitative technique and it is highly recommended because it helps to know the subjective opinions of the participants.


Advantages of doing a focus group:


– They offer quality information

– Greater knowledge of the customer’s profile

– Improves market strategies

– Reinforces brand strategy

– Allows to elaborate a strategy once it has been corroborated by external agents.

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Market Research: Why You Can’t Live Without It

Investigación de mercados: por qué no puedes vivir sin ella

La investigación de mercados es una herramienta multidisciplinar que no solamente ayuda a plantear estrategias más eficientes y correctas para los segmentos de población, tambiéfacilita la creación de nuevos productos o servicios e incluso preparar la empresa para futuros cambios o crisis del mercado

Es importante realizar una investigación de mercado cada cierto tiempo, aunque no exista la finalidad de crear una estrategia de comunicación o lanzar un nuevo producto al mercado, para ser conscientes de su estado actual y de los posibles cambios que acechen. 


¿Qué es la investigación de mercados?

La investigación de mercados es la recopilación de datos e información llevada a cabo para conocer de forma más profunda ciertos aspectos del consumidor y mercado y tomar una decisión o plantear una estrategia. La información conseguida ayuda a la empresa a analizar la situación y de esta forma tomar una decisión más correcta y eficiente. 

Las investigaciones de mercado no se realizan solamente antes de sacar un nuevo producto al mercado o plantearlo, sino que también son utilizadas para prever posibles cambios o crisis  y plantear un plan de actuación antes estos, para que afecte mínimamente a la empresa. 


¿Cómo se hace una investigación de mercado?:

El primer paso a seguir es marcar el aspecto a investigar o problema. A continuación, estableceremos unos objetivos determinados que deseamos alcanzar a través de la investigación, decidiremos el tipo de investigación que se ajuste más a las metas planteadas y pasaremos a especificar los métodos a través de los que se realizará la investigación, ya sea observación, encuestas o entrevista. 

Seguidamente redactaremos y seleccionaremos las preguntas a realizar en las encuestas y entrevistas. Deben ser concisas y estar bien planteadas. Para cerciorarnos de esto se testarán en un pequeño grupo; si las preguntas no son entendibles o no funcionan de la manera esperada, se reestructurará su redacción y se intentará de nuevo. 

Una vez confirmadas las preguntas, se  seleccionará una muestra de personas a las que se realizará la encuesta o entrevista y se llevará a cabo. Una vez finalizada, se  recopilarán los datos obtenidos, que serán introducidos en la plataforma deseada para su posterior análisis.  Finalmente analizaremos en profundidad todos los datos obtenidos mediante la investigación, se realizará el informe final y se tomará la decisión.  


¿Cuáles son los tipos de investigación de mercados?

Existen dos tipos principales de investigación de mercados que posteriormente se dividen en subcategorías. Las principales son la primaria y la secundaria. 

La investigación primaria o de campo, es la que se debe obtener de forma directa de la competencia, mientras que la investigación secundaria o de gabinete es aquella en la que la información se recopila a través de fuentes públicas y suele ser utilizada para complementar una investigación primaria. 

La investigación primaria se divide en cualitativa y cuantitativa. La investigación primaria cualitativa se suele realizar a través de encuestas y entrevistas y su objetivo principal es definir un problema; a partir de esto debemos crear una hipótesis del origen del problema y realizar una investigación a través de encuestas y entrevistas. La investigación cuantitativa se realiza a través de encuestas, entrevistas y focus group y sirve para confirmar la existencia del problema previamente planteado. 

La investigación secundaria, como hemos dicho previamente, se realiza a partir de recursos ya publicados. Este tipo de investigación es ideal para pymes, ya que la información está a disposición del público general, aunque existen empresas que proporcionan apoyo en la investigación. La investigación secundaria o de gabinete se divide en: causal, descriptiva, aplicada, experimental, puntual y motivacional. 

  • Investigación causal: es utilizada para descubrir las causas y efectos del cambio de las variables. 
  • Investigación descriptiva y continua: se utiliza para descubrir características y rasgos de un segmento geográfico de población
  • Investigación aplicada: se lleva a cabo este tipo de investigación para descubrir los problemas o fallos de una estrategia
  • Investigación experimental: mediante esta investigación se prueba o testa un producto o servicio en una muestra de consumidores para obtener su primera impresión y reacción. 
  • Investigación puntual: es una investigación mediante encuestas a un determinado segmento socioeconómico para conocer y posteriormente analizar el uso que hacen de un determinado producto o servicio
  • Investigación motivacional: es una investigación que lleva a cabo un psicólogo y tiene como objetivo determinar el detonante de compra en las personas

En las investigaciones de mercado nunca se realiza solo un tipo (primaria o secundaria), sino que se combina aspectos y metodologías de ambas para alcanzar una investigación más completa y un mejor resultado. 


¿Cuál es la función de la investigación de mercado?

La realización de una investigación de mercado tiene una gran variedad de funciones. La más general es beneficiar a la empresa de diversas maneras, por lo tanto, dividimos sus funciones en administrativa, económica y social. 

De manera administrativa, la investigación de mercado ayuda a la empresa en cuanto a la planificación y organización de recursos. Socialmente, sirve para investigar las necesidades crecientes en el mercado y consumidor para crear una estrategia y suplir las necesidades y deseos del usuario con los requerimientos expresados a través de las encuestas o entrevistas llevadas a cabo en la investigación de mercado. Finalmente, su función económica, se refiere a favorecer o asegurar el éxito económico de la empresa mediante la investigación de las tendencias del mercado o las necesidades no cubiertas y, por lo tanto, asegurar el éxito a la hora de adentrarse en un nuevo segmento de consumidor, ampliar su cartera de productos o invertir económicamente.


¿Por qué es importante investigar el mercado?

Es importante realizar investigaciones de mercado cada cierto tiempo para predecir los cambios del consumidor y el entorno, y estar preparado para estos. Además, nos proporciona una gran variedad de beneficios que explicaremos en mayor profundidad a continuación:

  • La investigación de mercado nos aporta gran cantidad de información que nos ayuda a realizar una mejor toma de decisiones y a prever cambios abruptos. 
  • También nos ayuda a realizar inversiones seguras, ya que, al poseer tanta información sobre el mercado y el consumidor, podemos predecir hasta cierto punto sus variaciones. 
  • Gracias a la información recopilada nos dirigiremos de forma más exacta a los segmentos de público, ya sea mediante comunicación y anuncios específicos para ellos o creando productos personalizados para cubrir sus necesidades. 
  • Nos ayuda también a conocer la percepción que tiene el público de nuestra marca, productos o servicios. Si la percepción comienza a tener una tendencia negativa, la investigación de mercado nos permitirá ser conscientes con tiempo suficiente para tomar decisiones que nos permitan corregirlo. 
  • Según van cambiando las preferencias de los consumidores, nosotros lo sabremos debido a la investigación de mercado, lo cual nos proporciona adaptabilidad al mismo. Este caso también es aplicable a la forma de comprar, ya que, debido a Internet, las preferencias de compra varían. Gracias a la información obtenida podremos realizar cambios en nuestra plataforma e-comerce, simplificar la web o el proceso de compra, poner en marcha campañas bien segmentadas y optimizadas que atraigan tráfico a nuestra web e incluso adaptarlo a formato móvil, todo gracias al feedback obtenido mediante la investigación de mercado. 

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How to Design Your Company’s Logo

How to Design Your Company's Logo

Our company’s corporate identity not only starts with our values and ideas, but it is also transmitted through the image of our logo. This will be the vehicle through which our consumers and future clients will identify and differentiate us from the competition. To be exact, a logo is a symbol made up of shapes, letters and colors that helps to recognize a brand, company or organization. There are different types of logos depending on how images and texts are combined:


Isotype: this is the symbolic part of the brand, as in Apple, which is recognizable only with the apple symbol.

Logotype: the logo is a word, for example: Tropicana or DELL.

Imagotipo: it is an image accompanied by text. For example, Intel.

Isologue: image with grouped texts. For example: National Geographic.


The steps to follow to create your company’s logo

Nowadays, there is a great variety of websites that allow the creation of simple logos, providing regular figures, a diversity of typographies and other tools that make it easier for the user to create his own design in a simple way. Some of them are: LogoMaker, DesignMantic, Canva, etc, This is a quick and agile option, but we run the risk of finding other companies and organizations in the market with our same logo or similar variants. A more personalized alternative would be to hire a graphic designer who, according to the aesthetic lines, guidelines, objectives, features and ideas of the company, will develop a concept, aesthetics and base from which to create our logo in a totally personalized way.


 How long does it take to generate a logo?

It depends on the complexity of the desired design. If we use one of the previously mentioned websites, we can get a logo almost immediately, but if we entrust the work to a graphic designer, the creation period may increase to several weeks. When working with a graphic designer, we must also take into account the modifications, the time and the processes involved, this will make the development time longer, however, the result will be much more personalized and closer to the values of our company.


 What characterizes a good logo?

Some of the characteristics of a good logo are basic, such as legibility and originality, others are more complex and are usually better valued by design experts. Below are some of the characteristics that define a good logo:


– Legible: in order to be recognized by the mass public, the latter must be able to read and understand it.


– Original but understandable: that is to say, the concept and design must be creative but understandable because, if the complexity of deciphering the meaning behind the logo is high, the public may get frustrated and distance itself from the brand.


– Reproducible in any support: it must be developed in a format that allows us to print it on different materials, surfaces and sizes, so that it can be communicated in different ways and thus remain in the consumer’s mind. 


– Easily memorable: it must be easy to understand and remember so that it remains in the public’s mind.


– Timeless: the logo should not follow any fashion or trend that may be passing, since it may work against us in the long term, and may become obsolete. Therefore, it is better to opt for a timeless style that does not need to be updated every year.


– Different: it must have a creative, different and original touch, since the main objective is to differentiate from the rest of the competitors. Due to the existing over stimulation in the market, this point is really important, it is the one that will make us stand out from the rest and the one that will make the consumer choose us and not the competition.


Why it is important

The logo of a company is of vital importance because it is the first image that the consumer receives of our product or service, and it will make him recognize and remember us in the future. Besides, the logo differentiates us from the competition and internally reinforces our image as a company and gives us added value. Therefore, it is important to have a good logo, which is simple, easy to remember and attractive, to achieve public identification and differentiation from other companies. 




What elements must be taken into account:

At the time of creating the logo there are certain points that we must take into account, below we comment some of them:


– The essence of the company: the logo cannot ignore the values of the company or a reference to the product or service it offers, especially in these times.


– The message behind the design must be clear and understandable.


– The design must be updated with the passing of time, allowing the application of changes in color, slight modifications in the elements or their elimination. The purpose of these changes is to show the evolution and development of the brand, not because the logo is outdated according to current trends, but because the company is evolving.


– We must avoid maximalism, showing in the logo only what is strictly necessary, for this reason it is advisable not to use more than 3 colors, gradients and other effects that may distract the attention from the brand.



Depending on what we want to transmit with our logo and who we are addressing, we will choose a color or combination of colors. It is important to take into account some aspects such as the culture we are addressing when selecting colors, due to the variation of meaning they have in different parts of the world. For example, red in Chinese culture means good luck, while in Hindu culture it communicates mourning or loss, so if we choose this color and we address the Hindu public our product will be related to these events by the public. It is also important to consider the colors used in the logos of the competition, in this way we can innovate while identifying those that are overexploited and, therefore, it is advisable to avoid.



Depending on the shape selected for the logo, we will transmit one message or another, that is why it is important to think well about the logo design, in order to find the way in which we want to transmit the image of our company.


The circle: it transmits unity and harmony, a clear case of its message can be found in the logo of the Olympic Games, the 5 Olympic rings represent the union of the 5 continents.

The square: represents security and firmness.

Triangular logos: they direct our gaze and attention.

Irregular logos: they are those that do not follow a fixed pattern, they tend to be more creative and groundbreaking because, by not following a stipulated shape, they give more freedom when designing.




When selecting the typography for a logo, we must take into account several elements, such as the space available and the shape of the product, since these will influence the logo’s design. Then, we must take into account the timelessness of the typography and its legibility; we must avoid the commonplace and the decorative excesses at the same time. Once a main typography has been selected or designed, we can decide if we wish to use a simpler typeface to accompany the main one. An example of this is the Coca-Cola brand, which uses a typeface in its logo, but then uses a simpler and more minimalist typography to distinguish the existing varieties of the beverage.

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How To Attract Traffic To Your Website?

How To Attract Traffic To Your Website?

The best ways and ways to attract audience to your website are:


Optimize SEO, it will help your website rank higher on pages of the same type or category as yours, in our case decoration. A simple start to optimize your website is to do keyword research for your content. You will know if there are many people searching for a specific keyword and how high the competition is.


– Interact through email, so that your audience does not just enter once, but interacts with your website, for this it is good that you offer them content on an ongoing basis, offers, etc.. Being in contact with those who have already visited your site helps you stay in the present for them and encourage them to visit you again. Get them to generate a sense of loyalty to your site.


– Advertise on social networks, social networking sites are a powerful tool to increase web traffic. If you use them wisely and effectively, it won’t be long before visitors flood your site. It is good that in your networks; add audiovisual content, use hashtags, (for example: #DecoraTuCasa), and that you choose the right network for each audience, in Instagram is not the same audience as in Facebook.


– Write quality content, it will help your visitors come back again and again to read the engaging content you post every day. Plus, if they like it, they will share the content for you.


– Make it useful and mobile friendly, the fact that cell phones account for a large portion of all web traffic should be enough to answer why your website should be mobile friendly. If visitors have a bad mobile experience on your site, they may never return. You will lose a big chunk of potential traffic.  Especially in decoration it is much more useful and comfortable to browse from mobile.



What are the most important traffic channels?

Web traffic are the visits that come to our website. These are the most important:


Organic traffic, is the number of visitors who enter a website after performing a search on Google or other search engines and click on one of the links on the results page. This example of web traffic can account for a very significant percentage of visits in the long term. To achieve more organic traffic, search engine optimization (SEO) techniques must be applied.


Direct traffic, includes visitors from several different origins, they can be people who have directly typed your website URL in their browser bar, or who have saved your website URL in their bookmarks and arrived via that route, or, finally, people who have clicked on a link from a non-indexed document or from an email opened using an email software.


Paid channel, this channel refers to visitors who have clicked through an advertisement that has been paid, that is, the website pays for your website to be advertised on networks or other pages, the good thing is that through this channel provides a lot of data about your campaigns, for example, demographics and interests of users.




The fundamental difference between SEO and SEM is traffic cost. SEO aims to occupy high positions in the Organic SERPS (organic positions of the results within a search engine), while SEM aims to occupy paid positions. This means that the traffic that enters organically is free, while the traffic that enters through SEM campaigns is paid, either by cost per click or cost per impression.


If we take a natural search in Google, the results will return 3 different positions. The first one will correspond to paid ads introduced through Google Adwords, which can occupy up to the first 4 results and whose cost will be variable according to demand (through bids). The second position will correspond to Google My Business positions.


Importance of Google Analytics.

Google Analytics is very good for knowing what users visit, see and do on the website: For this you can consult metrics such as the bounce rate, which measures the visits that leave the website without having consulted its content, or the average number of pages visited by each user per session. This is ideal for those who own a website, as they know their target audience better and are able to create attractive content for them. Any web project needs to increase its traffic to achieve the main objectives set in its creation, such as subscriptions, sales, brand reach or to be known to a greater number of potential customers. To be able to make more efficient digital marketing strategies, it is important to know all the aspects related to the website and about the users that visit it. It’s great and very useful that you make use of it!

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Press Clipping What Is It And How Do You Get It?

Press Clipping What Is It And How Do You Get It?

What does Clipping de prensa (press clipping) mean?

Clipping means press clipping, so we can get a small idea of its meaning. Press clipping is the compilation of all the appearances of a brand/product/service in the media. This activity is part of the work of a communication agency and it is essential to be able to show in a tangible way the work that is done on a daily basis. Therefore, clipping includes publications from all media. From print media such as magazines or newspapers, to radio or television mentions, including digital clipping.


This action is very important because it helps us to measure the impact of the actions of the brand or client. In the same way, it helps to measure and know the actions of the competition and locate our brand in relation to it, as well as to know in which position the brand is, which will serve as a basis for developing future communication actions.


To achieve clipping it is very important to have a direct and constant contact with the media. Communication agencies, such as The Apartment, have greater ease when it comes to moving information from the client, and we also have tools that are the basis of this process.


It is important to segment the media and know which ones fit more with each client and which ones do not, in order to send them information and attractive content of their interest, such as press releases, exchanges, invitations to events… The objective of this is to make the brand known and create a niche for it in the media so that they are present and get as many appearances and publications as possible.




How to do a clipping?

The clipping action is carried out through tools that collect all the mentions and publications of a brand in all the media. In this way it is easier to consult, collect and save the information and publications for future occasions (such as when making reports).


These tools make it easier to group appearances, but it is important to bear in mind that this is probably not the definitive list. It is necessary to review it and know how to select the most important ones in order to make an overall estimate of the reach obtained from them.


 What are clipping tools?

A clipping platform that is responsible for monitoring the impact of news in both digital and print media, has different supports to properly perform this work and provide all the necessary information so that a communication agency can perform its functions in the most complete way, because in order to work the communication of a brand in the best possible way it is very important to be very well informed about everything related to it.


Other advantages of using a clipping tool are that you can search by words, the platform provides impact assessment, monitoring of all media and also has a newspaper library to have all the information collected always at hand.


Some of the essential clipping tools include:


– Automatic executive summary

– Specialized analysis and studies

– Digital reputation analysis engine


Specialized analysis and studies

As mentioned above, the platform, with the information collected, performs analysis and provides impact assessment, audience, diffusion and advertising value. All this information helps to measure the presence of the brand and to define future communication actions for its growth. 


Digital reputation analysis engine

Along the same lines as the previous tool, just as the platform helps to measure brand presence, it can also help to measure digital reputation, another important factor to know how to guide the brand and know which actions work best according to their impact. 


Automatic executive summary

The platform produces an executive report with all the information organized, allowing you to work in a much simpler and more efficient way. In addition, these summaries can be exported, which allows you to use them to create your own reports. This aspect is very important because, in this way, it is possible to provide the client with more elaborated and clearer reports, ad hoc to their needs.


What are the advantages of having a communication agency take care of your clipping?)


First of all, communication agencies like The Apartment, have these platforms and we are trained and specialized in their operation to make proper use of them. It is very important to know how to use all their tools and take advantage of all their benefits.


Secondly, clipping is a continuous and daily activity that requires a lot of time. In this aspect, we, as a communication agency, are constantly aware of all the news and all the updated information that may be of interest to the brand in order to keep it continuously informed.


Finally, it is necessary to review and know how to select the important information for the client and make sure that nothing is missing, in addition to making complete reports with all the information collected. In this sense, in The Apartment we take care of making these reports monthly, complete and formal, in order to maintain an order and organization necessary for the data obtained can be used by the brand.

¿Necesitas más información? Contacta con nosotros.

Chatbots: What They Are And How You Can Take Advantage of This Technology

Chatbots: What They Are And How You Can Take Advantage of This Technology

Chatbots are mostly known as virtual assistants, currently found on websites, applications, in specific devices such as Amazon Echo, Google Assistant and even in airports as holograms to help users with possible doubts or questions. The main purpose of chatbots is to make it easier for people to perform actions. Below we will explain chatbots in greater depth, their wide variety of uses, successful examples of their use in companies and the advantages they bring to businesses.

 What are chatbots

Chatbots are artificial intelligence software that began to be developed in the mid-twentieth century by Alan Turing, mathematician and theoretical computer scientist, Alan was the creator of the concepts and principles thanks to which computers and artificial intelligence work and operate today. The first chatbot that established the basis for today’s virtual assistants was created in 1966 at the Massachusetts Institute of Technology, it was called Elizza and its main objective was to establish a simple communication channel between the interface and a person. Since then, the development of chatbots has evolved until nowadays they are able to learn independently, with each interaction they analyze the language to develop a communication more similar to that of humans and in this way become more efficient.

There are two basic types of chatbots, simple and intelligent. Simple chatbots respond to specifically prepared words and if the user asks a question that does not contain these words the chatbot will not understand him and therefore will remain unanswered. Intelligent chatbots, unlike the previous ones, do not respond to previously agreed words, but analyze the words of the message and offer suggestions or new ideas to the user, i.e. they perform a more natural and less prefabricated communication.

How a chatbot can make your life easier

There are more and more utilities for which we can use a chatbot, in general it is used to make lists, mark events or important appointments or even to control the home automation of a house. In the hotel sector it can be used from the web to facilitate navigation or room reservations, to implement a holographic virtual assistant at the reception, which will be available 24 hours a day to perform check in, checkout and other requests at late hours of the night. As technology advances, so will the uses and activities that can be assigned to chatbots.

Examples of how brands are implementing chatbots in their strategies

A clear example of the implementation of chatbots in a hotel business can be seen in the Vincci Hoteles accommodations that provide a chatbot as a virtual assistant in their hotels. The system implemented in the hotel rooms allows incidents or doubts that would normally be made at the reception, such as the failure of any device or any type of request to the room service, all this allows to adapt the room to the user’s needs in a simple and almost immediate way.

Other hotels also have chatbots on their websites, which make booking easier and save the user the most work. Upon entering the website, the wizard adapts to the selected language, then the customer enters the search commands and specific features desired in their room and almost immediately the chatbot presents the various options, making the customer only has to select one of the options presented.

Advantages and disadvantages of chatbots

Regarding their use, we find both benefits and disadvantages that we will explain below.


Thanks to its implementation, many companies register a growth in the number of sales, due to the ease experienced by the user when browsing the web and making a purchase.

Data collection, the bot accumulates data constantly while communicating with the user so it will be easier to know and adapt to it, to recommend suggestions in the future.

Cost savings, since it is available 24 hours a day, it is not necessary to have switchboards, which would normally be responsible for resolving doubts.

Future forecasts, several studies estimate that by 2022 90% of interactions will be through chatbots.


When setting up a chatbot we can find some disadvantages, these in most cases are focused on the negative perception that people have of virtual assistants and technology and not in its functionality. We will explain them in more depth below:

Rejection, currently there are still users who are reluctant to use AI technology and prefer to solve their doubts through people and not virtual assistants.

Data loss, there is a minimal possibility of data loss, therefore it is necessary to make backup copies, in order to be able to later analyze the information collected by the assistant.

Inflexibility, there are still messages that the chatbot cannot analyze and therefore it will be impossible for it to answer users’ questions.

Do you need more info? Contact us.

20 Tips To Write The Best Content For Your Blog

20 Tips To Write The Best Content For Your Blog

It is very important to have a good and quality content in our blog, as they are media that make us connect, interact and use a close language with our audience, so it is a very good option to humanize our brand, and the success of this will be marked by the quality of our content, so today we bring you 20 tips to be the best writer and stand out with your blog.


It is very important that your content is useful in some way for consumers, regardless of the services that your company can give them. The content should be very varied and can even touch on emotional aspects, also provide your followers with periodic publications. A very common mistake is to publish irregularly. It is more effective to distribute publications over time.


These are the 20 tips that can help you in writing content for your blog:

1- Create a simple structure. Do not complicate yourself by thinking about what kind of structure to create. Organize the content, the main ideas, the secondary ones and start developing them.

2- Know your audience. Before you start writing, think about who your message is aimed at. This is what we call buyer personas. Analyze their interests, the type of language they use, etc.

3- Before you start writing a post, write down the ideas that come to you spontaneously. Don’t waste them, the best ideas come when you least expect them. If you don’t write them down anywhere, you will end up forgetting them.

4- Do your research. We cannot write without researching, because behind a good post there is always a lot of documentation.

5- Write when you are inspired, relaxed and strong. It will be easier for you to write and ideas will come effortlessly.

6- Long contents work, as they increase the time on the page. Try experimenting with long content from time to time.

7- Enrich the post with visuals. Include images, and actions that enhance your argument. Presenting examples give a lot of life to the information we offer in a content.

8- Include links in the information to go deeper into other topics. We are aware that in a short post you cannot expose everything in great detail, so use links to other posts that complement and enhance the content.

9- Vary the types of content you create. Take a look at these ideas for different types of posts.

10- Create content that lasts over time. More evergreen or timeless content. They will give you more traction in the long run.

11- Give a twist to the old content to create something differential that continues to provide value.

12- Create an attractive title, since it is the first thing the reader will see and you need to capture their interest. It must catch the attention, and summarize what you are going to talk about, a synthesis of what you have written. It is not so easy to be witty, and catch the attention at a glance.

13- Use short and simple sentences. Do not use impossible adjectives or surround concepts so as not to end up saying anything. Let your text be clear, direct and very concise, although you can decorate it with simple nouns and adjectives to make it aesthetic and pleasant to read.

14- Take care of your spelling and grammar. A text full of meaningless sentences and spelling mistakes will be forgotten.

15- Always check and reread the post before publishing it. If you think it is perfect, leave some time to read it again, you will surely find small mistakes that will be easier to correct with further readings.

16- Always highlight the main ideas. The first paragraphs of a post should give us the main data to increase the reader’s interest, so always structure the text in small sections and headings to make it more readable. Use bold if necessary.

17- Incorporate small questions at the end of the post to create a call to action with the reader. Draw your reader’s attention to interact with you.

18- Always write a conclusion. Make an assessment on the topic you have written about. Give small tips and give your opinion or judgment, recapping the main ideas of the post.

19- Be authentic and create a personal line, so that the reader when reading you knows it’s you, and somehow form a bond with your texts. To get your posts to gain traction, it is essential that you define your voice, your tone and your style when writing. Don’t try to imitate someone else’s style or ideas.

20- Ask for advice, ask someone else to read your content before you publish it, it is very important that someone else gives you their point of view on what you have written and be that additional editor to help you make your content perfect before you publish it.

Do you need more info? Contact us.

How to Know In Which Social Networks To Have Presence With Your Brand?

How to Know In Which Social Networks To Have Presence With Your Brand?

Currently there are a wide variety of social networks and all of them have a different tone and audience from the rest, therefore, it is really important to identify the platform that best suits our content and where our desired audience is. The first step before registering in any social network should be to consider what are the main objectives we want to meet, then we explain which platform is the most appropriate depending on your goals:

Twitter, is mostly used to maintain open and constant communication with users.

Facebook is a great social network to generate a sense of community between a company and its followers.

Instagram, is the most visual social network and is used to create branded content, interact with the public and become known.

LinkedIn is used to create corporate content. The most popular publications on this social network are company updates and information about new projects, although it can also be used to generate contacts and relationships between professionals or companies.

YouTube, is the platform par excellence for sharing audiovisual content, in addition we must add the probability of virality, which can attract new users massively our company.

Pinterest, is the most used network to share inspirational images, due to the use that is made of it will provide us with a large number of leads to our website or other social profiles.

Vimeo, is similar to Youtube in terms of its main objective, to share audiovisual content, but what differentiates them is their audience, since Vimeo is focused on professionals from different sectors.


Define your objectives

Knowing what each social network provides us with, it is time to set the objectives we want to achieve as a Real Estate company that will be present in the networks, do we want to reach a larger audience, do we want to maintain a closer relationship with users, or create alliances and contacts with other companies in the sector, can I manage the purchase/sale of properties through this channel, can I manage the purchase/sale of properties through this channel? It is important to be clear about our objectives in order to develop an efficient and realistic social media communication plan.


Be realistic, better few and well worked than to be in all of them just to be there.

Once the objectives have been decided, it is important to select the most appropriate network to achieve them. When selecting them we must bear in mind that it is better to have a presence on a couple of platforms that allow us to achieve well-defined objectives, than to have a profile on all the previously mentioned without having a clear strategy for each of them, which can lead to chaos when managing content and interactions on each of them.


Evaluate what information you can provide to your communities before launching your campaign.

Once the selection of networks has been made and the objectives to be achieved in each of them have been clearly marked, we must consider the type of content we are going to share and the design we will make to adapt it to each social network, in order to make it attractive and informative for the public in the various networks. The content we create must be different, able to differentiate us from the competition, so it is important to find a tone that distinguishes us, following the corporate aesthetics, and deal with innovative topics and content that add value, so that users decide to visit our pages and not those of our competitors.  In turn, each network requires a different type of content. If we select LinkedIn, the information we will share will be of a corporate nature, i.e. updates about our company, information that can add value to the sector, articles about Real Estate that interest us, new partners, future projects, inspiring topics, etc.  On the other hand, if we choose Twitter we must be constant and be ready to answer any questions, complaints or comments from our customers. If we choose Instagram, the most important thing to define is the image we will transmit and the tone to use. In networks such as Vimeo, Youtube and Pinterest we must keep updated the audiovisual content and images created. Finally, on Facebook, the ideal would be to maintain a balance between interaction with the public and updating content.  We must also take into account the selection of social networks according to the content we prefer to communicate, if we decide to transmit only images of real estate; we can choose between networks like Instagram, Facebook or Pinterest, but if we also want to offer virtual tours in video or video reforms we will be more convenient to use other social platforms such as YouTube or Vimeo. Below we explain in more depth the networks to use depending on the type of content to share with users.



If your content is mainly based on images, you can value working on Instagram or Pinterest. Instagram is the second social network with more users after Facebook, which allows us to reach a larger audience. While Pinterest is mostly used to search for inspirational images for different projects, which provides us with leads and visits to our main pages or other social networks. Facebook is also a good option for sharing images, but nowadays it is less and less used.  There is also the option of creating your own blog and updating your work on it, but it is advisable to use it as a support to social networks, not solely or unilaterally. 



If you have more content in video format, you have a variety of platforms on which to share it, an important factor to take into account is the duration of this. Depending on the duration of these videos, we benefit more from some networks or others. For example if our videos are of short duration we can integrate them in Instagram, although currently with the existing updates in the app we could also share it on IGTV, but this option does not convey the desired professionalism. If our videos are longer and we want a more professional tone, there are two options: Youtube and Vimeo. The first is aimed at the mass audience and therefore carries more chances of viralization and getting more traffic to our networks and the possibility of reaching a larger audience. While the second is aimed at professionals from different sectors looking for a more specific and professional content.



To transmit news about our company to the public the ideal network is LinkedIn, although if it is important news that we want all our followers to know we can always post links on other networks to our LinkedIn profile or post stories with these updates on Instagram. Another ideal social network to communicate news within the company would also be Facebook, where we find a loyal community that appreciates being informed of the events occurring in our company. This news can also be communicated through a blog or sections in the networks dedicated especially to the current affairs of our company, i.e. sections or highlights, which are only dedicated to this type of information.  Once the objectives have been set and having decided the social networks in which we will be present and the content that we will share in them, we must execute the plan and create the profile of our Real Estate company in the various social networks.

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