Marketing: Congruence & Consistency

Digital marketing is a very broad concept, since it has to do with all the strategies and actions both advertising and commercial that are carried out by internet, in platforms such as web pages, blogs, social networks, forums, etc.
The current challenge for most businesses is to take their brand to the digital, that is, to transfer offline techniques to the digital universe, without devaluing the brand.

Perhaps two of the biggest tips to avoid devaluing the brand and providing it with value in the digital, is in the first place the congruence and secondly the constancy.
Congruence refers to getting all the resources that we are going to use for the digital, whether graphics, images, videos, audios, articles, post, among others, send the same message and relate to each other and finally with the Brand.
Consistency is the habit of feeding our online marketing with content of value. On this topic, we would like to recommend two books whose approaches are perfectly applicable when it comes to marketing.

The first of these is The power of habit written by Charles Duhigg, the author mentions the existence  of a part of the brain called basal ganglia whose function is storing the habits, in such a way that the rest of the brain can function better because the common actions are stored in that section. The book is split into 3 sections. Personal habits, corporate habits and societal habits

Coporate habits are the section where digital marketing comes in. Just as people seek to change their habits, so can companies be sick of bad habits, fortunately, this paradigm shift that the author proposes, applies to companies as well. Then, your company can benefit from your positive habits.

In The Power of Habit audiobook, it is explained in depth the idea that organizational habits evolve from the collective habits of employees, not from rational decisions.

Marketing is a series of strategies that follow a certain methodology and are based on constancy, in another word, in the habit.The latter should be seen as an indispensable business practice rather than a fickle and seasonal campaign.

The other book is The happiness advantage written by Shawn Achor, an American happiness researcher, author and speaker.

The book, gives a new perspective on happiness, considers it as a skill can develop, and is a decision.
The exercise of the skill of happiness works like a muscle that should be exercised. Starts with the will and is developed with the training and the self-aware.

The Hapiness Advantage audiobook, explores the idea of ​​adopting happiness as a constant and permanent state of positive attitude that helps us to achieve any personal or professional goals and thus leads us to success.

But what does happiness have to do with marketing?

Many companies are focused on achieving customer satisfaction through their marketing, however, in recent years, they have begun to realize that the concept that should pursue marketing is happiness, because that is what achieves Customers, loyalty and therefore profitability of the company’s processes.

There is a difference between seeking satisfaction and seeking customer happinessA happy customer gives more importance to the relationship they have with the brand, than to the product or service they get from it.Therefore, marketing hapiness can be more profitable, but for this it requires a better knowledge of the client, a design of better information systems, more accurate segmentation techniques, changes in the business model in such a way that it is sought make some customers happy that are more profitable, instead of just satisfying a large volume of customers.


Justly Anchor speak to us explaining the effects of happiness in people, the author shows that happy individuals and happy groups are more productive so the unhappy ones.