Transform your digital presence in 2026: build community and generate lasting trust with this 10-step guide to a good content strategy. Organic content is what makes up most of what we see online. It's the "meat"; the reason we're addicted to our phones . And, of course, algorithms favor content that keeps people on the social network as long as possible. If you know this, you're already one step closer to creating a good content strategy. But what should you consider? Where should you start? How deep or shallow should you go with your branding? How do you know what content your audience wants to see? How do you increase sales? Without further ado, here are 10 steps to follow to have a plan that truly contributes to your business goals and helps create loyal customers for your brand . 1. Understand the Organic Content Let's say you open Instagram. The first thing you see is a meme that makes you laugh, and you decide to share it. Then, you scroll further and come across a carousel of photos from your friend's wedding, which you like and comment on. Next, a news story relevant to your city pops up, and you start reading it. At that moment, you receive an email notification about your subscription to a daily poetry newsletter. You click on it, and it takes you to the sender's blog post. After reading it, you put on your favorite podcast about '80s movies. Everything I mentioned that you consumed was organic content. Organic content is content created to inform, entertain, or foster a sense of community. It lacks paid advertising to promote a commercial objective and is NEVER, obviously, intended to sell you something. [And I say obviously, because many times that intention is there, but it's very well disguised.] This is the main difference with paid content, which clearly has the objective of making you take an action regarding a brand: buy, follow, subscribe, etc. So don't make the mistake of trying to [obviously] sell your products and services through your organic content. And you might say: But then why would I want to create organic content if I'm not going to sell it? And I'll tell you: You're not going to sell immediately, but you DO want to create organic content because it directly supports building your brand and the Brand Awareness stage of the funnel . People rarely buy from brands they don't trust or don't know. If they don't even know you exist, how are they going to buy from you? Remember that the consumer has a "buyer journey" represented in the Marketing Funnel, which runs parallel to the stages of the Sales Funnel. Your prospects must first be aware of your existence, then have some interest in what you sell, consider you, have the intention to buy, evaluate, and finally, make the purchase. So, let's say you introduce yourself and invite your prospect for coffee before trying to sell them anything. That's organic content. At least buy me some coffee first... Organic content is the space where your brand comes to life in the digital world . It's where people can get to know your voice, your personality, interact with you, share opinions, build community, and connect with you. It's called organic not because it's hormone-free and free-range (🥁 haha! How funny of me!), but because the interactions your brand will have with your audience, and the lasting impact and recall of those interactions, will happen naturally , without advertising pushes or paying to be seen. These interactions are much deeper and more lasting than any advertisement. “Brands with high levels of 'intimacy' (deep emotional connection) outperform S&P 500 and Fortune 500 companies in revenue and profit growth . Furthermore, 40% of customers feel 'very connected' or 'identified' with their favorite brands.” — MBLM - Brand Intimacy Study (2025). 2. Know Your Real Customer Returning to the analogy of inviting him for coffee: You'd be more likely to fall in love with someone who listens to you, has good conversations, talks about interesting topics, and has a charming personality, than with someone who only talks about themselves and tries to sell you a timeshare. Or am I wrong? Understand your client Have a clear understanding of who your real customer is. Not just their age range and socioeconomic level, but truly understand what kind of content they look for on social media , what kind of podcasts they listen to, what searches they perform, what they like and dislike. First of all, it is known that consumers do not like to see advertising on their social networks : “ 91% of social media users simply ignore or scroll over ads without paying attention to them.” — (Source: HEC Montréal 2025). And that's because he thinks: What is the intention behind a person entering Instagram? Is that the same reason you join TikTok, LinkedIn, Facebook, Pinterest? [Pst! The answer is NO.] Why do you listen to a podcast? What blogs do you like to read? What kind of videos do you like to watch? As I mentioned at the beginning, people consume content that adds educational, recreational, and/or entertainment value. Think about the intention behind your target audience's activity on each social network and represent it in a diagram [we'll use it later 😉]. 3. Define Your Business Objectives Now, at the end of the day, we have a business that needs to sell and generate revenue to survive. I'm sure your business goals are: Sell more. But beyond that, I also know that it's important for you to define HOW you're going to sell more . Make strengthening your brand one of the critical battles you prioritize in your business. Don't focus solely on the short term; business objectives should also have a medium- and long-term perspective. They should include things like strengthening your brand , increasing recognition, and establishing yourself as a leader in your industry or field, among other things. Therefore, you should consider what kind of messages you should convey to support these "critical battles" and achieve your overall goal. If you already understand this, all that remains is to cross-reference these with the many marketing actions that support and reinforce that business objective. As Arjan already mentioned in his previous article : “Marketing strategy should not exist in a vacuum. It must be directly linked to business objectives and understand its role in achieving them.” This is particularly important, as having clarity will help you know what direction your communication will take in your content efforts. For example : If your goal is to grow your pizza business unit, it makes sense that much of your content should be focused on talking about pizzas and not so much about hot dogs. 4. Define Your Brand's Personality and Voice If you haven't yet defined your Brand Personality and Voice, it's crucial that you do so as soon as possible. Brand personality and voice are the ways in which a brand will consistently express itself across all its channels. Defining this depends on factors such as the industry it belongs to, its target audience, its added value and differentiators, its core values, and above all, the role it plays between the customer and the value proposition. I recommend defining your Brand Personality in a Brand Strategy Map exercise , since within the methodology the Brand is defined as a person who has personality attributes based on Jung's Archetypes. Jungian archetypes applied to marketing. For example , the Werko Marketing Solutions brand has predominantly Magician (seeks to contribute transformative ideas) and Sage (offers knowledge in service to others) patterns, but also has a background touch of Creator (restless and imaginative). The Brand Voice is the way this personality expresses itself. Therefore, Werko has a voice that speaks to his audience informally (not out of disrespect, but out of closeness). He's a young, professional, yet fun-loving adult, fashionable, and unafraid to try new things. ¿Qué personalidad y voz tiene tu marca? It's important to define your brand's personality and voice so you know how it should behave in different environments. Think of it this way: Even though you have a defining personality, you don't act the same way with your friends as you do with your grandmother. And a word of caution: It's crucial that you don't entrust this task to ChatGPT. Because one thing it (still) can't do is mimic human personality and essence. People don't like feeling like they're interacting with a robot. Several AI agents promise to be able to assume your brand's voice, but in my opinion, they still fall short and continue to project a lack of authenticity that ultimately becomes noticeable. 5. Define your Communication Channels At this point, you'll be ready to define your Communication Lines. You'll do this by taking into account: The target audience intent diagram for each social network [remember when I told you we were going to use it again? 😉] Your Business Objectives Brand Personality and Voice ¿Cuáles son los "carriles" de comunicación de tu marca en canales digitales? Communication Lines are, so to speak, the channels of “ideas” that your brand will follow in different spaces. It's a short list of general ideas that your brand will always be talking about, based on what you defined in points 2, 3, and 4. Ask yourself: If my brand were a person, what would they talk about all the time? Some things might be: Areas of expertise My clients and projects Who we are / Our values My industry Promotions This list will look different depending on each company, but I'm using it as an example so you can see that a brand (just like a person) isn't well-received if it only talks about its prices and promotions (and only wants to sell you timeshares). Once you define the communication guidelines, keep in mind that: Hubspot recommends that no more than 20% of your content be sales-oriented and self-promotional. In other words, the bulk of your messages, 80%, should be focused on content of interest to your audience, things that provide them with value (as we already discussed). So calculate the percentages you should speak in across your different communication channels to ensure you don't bore your audience by only talking about yourself. 6. Establish your Communication Mix The Communication Mix refers to: Where should and can your brand be? Where should it publish and where should it interact and join current conversations? To find that out, you will rely on, that's right: The Target Audience Intent Diagram you made for each Social Network and on what you researched about your audience. Choose the social networks that allow you to be closer to your audience , where your presence makes sense, and cross-reference your messages according to your Communication Guidelines . For example , imagine you're Home Depot . Taking into account your customers' social media consumption habits and the things that interest them, it makes sense for your digital mix to consist of: Pinterest - Home decor content, interior design trends YouTube - Home Installation and Repair Tutorial Videos TikTok - Short home hack videos Blog - Detailed step-by-step tutorials Instagram and Facebook - Amplification of video content, TikTok and Blog posts I'm 100% sure I'm understating the issue. But to further illustrate my point, now imagine you're a law firm . Would it make sense to do the same thing as Home Depot and also be on Pinterest? No. Your digital channel mix needs to be tailored to you and your audience. 7. Plan Your Content Plan your content months in advance using a Content Calendar where you keep track of important dates (e.g., your business anniversary, participation in events, etc.) as well as seasonal events that have an impact (e.g., Black Friday, Christmas, Summer, etc.) so that you have time to really organize and structure your content . Additionally, there's plenty of content you can anticipate that will generate value if you publish it today or at a future date . There are messages you can plan for specific dates because it will be relevant to tell those stories on those dates. But remember that much content is evergreen , and not all value comes from immediacy. This calendar should be cross-referenced with your Communication Lines so you can calculate the percentage of messages for each line and have clarity on the volume you will be handling for each one, and avoid falling into the trap of only talking about yourself and your products (and losing the interest of your audience). Additionally, it must include things like: publication date, format, aspect ratio, channel on which it appears, among others. 8. Create High-Impact Content The next step is to get to work and create high-impact content, taking into account the social network where you will publish and keeping in mind which formats and types of content work best for each social network . In 2026, based on our experience at the agency and what we've seen in the industry, the best formats and content for each social network are : TikTok: Short, vertically formatted videos for useful entertainment. Facebook: Long-form (3 to 5 minutes) vertical video reels that encourage interaction. Instagram: Reels in vertical video format, carousels, and Stories. LinkedIn: Documents (PDF carousels) and video with subtitles, featuring long opinion pieces to spark conversations. YouTube: Shorts (short videos in vertical format) and long videos of more than 10 minutes of tutorials. So experiment with different formats (video, reels, tutorials, carousels, downloadable PDFs, photo styles, innovative designs, and much more) but always make sure that what you do is in line with the essence of your brand. At the same time, don't be afraid to make mistakes at the beginning. The first few months are for seeing what resonates with your audience and what doesn't, and for learning what types of content the algorithms favor in your industry. 9. Stay Updated Now, you may have done everything right up to this point, but you will still need to keep up to date with the changing context and discourse that exists in digital channels. Make sure you stay up to date with online "slang," understand what kind of new content your audience consumes, what makes them laugh, what causes controversy, what their general feelings are about various topics (not just about your industry), and consider all of this when planning your content and executing your schedule . Not to promote ourselves, BUT I honestly recommend you follow our podcast , which is released every Friday. We not only talk about marketing trends, news, hot topics, and more, but everything is also accompanied by insights from your trusted marketing agency with practical applications for your business. [Disclaimer: Sorry! It's only available in spanish for the moment.] Also, remember that it's very important not to just schedule, publish, and leave. You must be very attentive to your community , to the comments they leave, respond to them, and generate conversations. Interaction with your community is VERY important to keep it active. Another recommendation is to identify accounts relevant to your business or industry to interact with and tag. Remember, these are the spaces where your brand comes to life . By commenting on someone else's posts on behalf of your brand, you'll be giving it visibility on alternative channels with similar audiences and, at the same time, strengthening your online community. 10. Measure and Adjust Your Strategy Finally, the next step is to monitor your strategy. It's crucial to measure results and focus on the metrics that truly matter to your business. Be careful not to focus on vanity metrics , but rather on those that genuinely contribute to your brand strategy. Make the necessary adjustments based on your community's response, keep experimenting, and above all, have fun in the process! A good content strategy in 2026 that truly transcends A good content strategy is one that allows you to contribute to the customer journey we discussed at the beginning. With it, you'll see your brand come to life in digital spaces, stay close to your customers, and simultaneously build a community. To achieve this successfully in 2026, remember that the key lies in balance: 80% genuine value versus 20% commercial intent. It's not about shouting louder than the competition with ads that 91% of users will ignore, but about whispering messages in your audience's ear that educate, entertain, and resonate with their real needs . At the end of the day, brands that achieve deep intimacy with their audience not only survive the algorithm but also far outperform the growth of the largest companies in the market. Sources: MBLM (2025) Brand Intimacy 2025. HEC Montreal (2025) Social Media Advertising: Why 91% of Users Ignore Your Ads.

The quality of online content is plummeting and spreading rapidly. Furthermore, artificial intelligence models are trained on this poor-quality input, resulting in even worse outcomes that contribute to the ever-increasing volume of low-quality content… but there is good news (I promise). Believe me, I understand: it's very tempting to tell ChatGPT to write your next report, your next financial analysis, or even ask them to help you write an opinion essay, an expert article, or even the entire deliverable of your consulting project. In the following lines I will explain why: Large language models (LLMs) have amazed us and even generated a false sense of credibility through their use of statistical probability to predict error-free grammatical constructions. And the speed with which they provide answers to our questions, often quite accurate ones, has led many users to confuse "artificial intelligence" with "truth." We must also accept that many of us have fallen into the trap of surrendering our creativity and authorship responsibility, based on ease and speed. There's no reason to be ashamed; all these AI qualities are attainable, and it would be arrogant to think that humans have the mechanical and mental capacity to process and produce texts in response to a prompt with the eloquence and speed of an LLM agent that consumes an average of 0.24 watt-hours and 0.26 liters of water to agree with you. Dumbification of the AI models. The problem is that as long as we continue down this path, there's a high risk that, collectively, we'll be charting a very unpromising course for artificial intelligence models themselves . In other words, the indiscriminate use of these tools to generate content will lead to a spiral of their dumbing down , a technical process that many experts call AI model collapse . And why should you care? Because if you understand this premise and recognize the likelihood of heading in this direction, many possibilities open up for you, your brand, and your project. Let me explain, let's go step by step: The generosity of the term “ artificial intelligence ” “Artificial intelligence told me so…” is a phrase I’ve been hearing more and more over the past few months. It reflects how, just like when your grandpa swore something was true because “they sent it to me on WhatsApp,” more and more users are blindly trusting the responses they get from Gemini, ChatGPT, Claude, and (holy shit) even Grok! There’s a tremendous humility in trusting the medium because of our own limitations. As a student, I had the privilege of being trained in critical thinking. Teachers whom I hold in the highest esteem taught me how to evaluate, validate, and question sources of information. Later, I learned about echo chambers and confirmation bias… and finally, out of simple professional curiosity, and despite not being an expert in computer science or computer systems, I set out to understand HOW an LLM model is trained and what processes it uses to generate an eloquent response . “Intelligence”, as defined by the RAE (Royal Spanish Academy), is the ability to understand, comprehend, and solve problems by adapting effectively to the environment through cognitive skills such as Learning, memory, and reasoning . And it is under this definition that I want to challenge our understanding and confidence in the outputs of artificial intelligence, acknowledging that human intelligence also has multiple flaws, but seeking to make us understand the fundamental difference. While LLMs do utilize what we might call learning and can DEFINITELY boast greater memory capabilities than humans, to date their inability to reason and the non-clonable human quality of creativity , This makes them far more prone to error than expert opinions . LLMs have the capacity to generate outputs, but they haven't progressed in terms of being able to question their own validity or certainty. They assume that what they've generated is correct … and if you question them, they immediately abandon that assumption and offer a different answer. I don't want to sound like a broken record, so I'll just say to my article in which I talk about the content diminished by error and hallucination to which we are exposed today with LLMs. Credit: Level Up Coding. LLMs are trained to process a user prompt and, based on a series of carefully designed instructions and steps, utilize immense amounts of data they have received from various digital channels. Using mathematical models and statistical probability , they aim to generate a coherently constructed response and resolution. To arrive at their answer, they use an impressive volume of content, breaking it down, structuring it, and presenting it. And often they are right… but have you ever challenged the answer they give you? Have you ever told ChatGPT, “No, your answer is wrong, and you are being extremely conservative in your calculation”? As I mentioned in the previous paragraph, the behavior this will trigger is that the LLM will immediately recalibrate its response, admitting it was wrong and generating new values. Because it lacks the capacity to reason and trust its own reasoning. My point in bringing up the limitations of LLMs again this time is to make sure you understand why, when someone says "Artificial intelligence told me so," they are over-relying on predictive models rather than truth-generating ones. Next point: Dead internet or dumber internet? The collapse of the AI model We cannot assign full blame for the concept of the “dead internet” to LLMs exclusively… but we can blame their accelerated growth rate. If you're not familiar with the concept of the "dead internet ," it's a term that began to gain traction in the mid-2010s and generally refers to three key concepts: The proliferation of bots makes it seem as though most interactions on digital channels and traffic to websites are not generated by real humans. Algorithmic and AI-generated content, primarily through images and video, deepfakes, and automated articles. The erosion of human connections due to a lack of authenticity in digital media. Follower farms existed long before LLMs were introduced to society, and that's why I say they're not the only perpetrators in the murder of the internet. BUT below I'll tell you why I insist that AI is indeed responsible for accelerating the pace of its impending demise. “Thought leadership” articles that claim expertise—but are actually generated by AI. Evidence #1: Opinion and expertise articles requested from LLMs Every time someone decides to ask their preferred artificial intelligence agent to write their report, blog post, essay, or similar document, the volume of generic content across the internet grows. Consequently, the proportion of authentic, differentiated, valuable content that offers unique perspectives decreases. According to a A recent study by data scientists from Graphite, just 12 months after ChatGPT launched, found that articles generated by artificial intelligence already represented 39% of articles published online, and by the beginning of last year, they had surpassed 50%... and the upward trend has continued. Wix recently integrated an AI agent into its web hosting services that, without any specific prompts and based solely on the industry in which your site operates, can automate the publication of relevant articles on your blog. In other words, it now takes just a couple of clicks for someone who succumbs to temptation to automatically become partly responsible for contributing generic, low-value content to the vastness of the internet. Evidence #2: Parallelism of self-translated content In January 2024, a A study published at Cornell University revealed the long-term dangers of paralleling automatically translated content with the use of AI . I highly recommend reading the full study, but here I'll share the main findings and what they mean sequentially for my premise of intelligence loss: In order to reach wider audiences, and thanks to the convenience of these tools, we are currently experiencing exponential growth in digital content being automatically replicated into different languages . From entire websites to even video reels on YouTube and Instagram, we are asking automated agents to create clones of our original content in various languages. These translations are useful, BUT they are definitely far from perfect . They are riddled with contextual errors, literal translations, and sometimes, due to incorrect input encoding, even generate nonsensical constructions in other languages . The study reveals that the use of auto-generated translations for the sake of multiparallelism, despite advancements, produces erroneous content with elements of "hallucination" and poor grammatical constructions. The next point is key: for the sake of convenience, we have decided to accept these imperfections. The result is that instead of having a single point of reference for this content, we now have the original and its flawed clones , which add up as additional points of reference for the same piece. In other words, the same message is repeated multiple times in different languages, but now with lower quality. Data QUALITY is crucial for effectively training an LLM model . When the first version of ChatGPT was launched, it was trained on a HUGE but finite volume of data (remember that it couldn't refer to current information because its databases only went up to a certain cutoff date?). However, as competitors and new versions emerged, the models have been fed and trained in real time on ALL available content, indiscriminately. A spiral of low-value content that ultimately leads to the collapse of the AI model. These pieces of evidence, combined, lead me to the following conclusion: If there is an increasing volume of low-value content due to auto-generated content, and this volume is automatically replicated indiscriminately into different languages, resulting in imperfect copies, LLMs end up with MORE poor-quality content feeding their training processes and reference databases. This generates the phenomenon known as "AI model collapse," resulting in a worrying spiral of lower-value content... and the cycle repeats itself endlessly. Now for the good news for you , your brand, and your voice: You can use it to your advantage. Companies at the forefront of artificial intelligence expansion know EVERYTHING I just mentioned and are internally taking steps to, ironically, become their own worst enemy. Let me explain with a couple of examples: While Google invests resources in encouraging you to use its Gemini AI more and more, the results it returns after a prompt favor content NOT generated by artificial intelligence , as I explain in This article in which I talk about honesty in the age of artificial intelligence or This other one explains why you shouldn't use ChatGPT to generate your blog content. In an effort to capture that authentic, human content, a recent study by SEMRUSH revealed that the two domains most cited by ChatGPT, Google AI, and Perplexity were Reddit and LinkedIn, characterized as spaces where much more content is generated by humans. The E-E-A-T model for evaluating content quality. While the EEAT content rating model remains valid (and it should be because it responds to a logic of better quality expected by the end consumer), the proliferation of "dumber internet" opens up enormous doors of possibilities for those who have the real (not artificial) intelligence to identify and even catalyze them . If you ensure your content marketing strategy avoids the trap of self-generated content and instead prioritizes valuable, authentic content, and you also use artificial intelligence intelligently, your outputs will be registered by the same tools as more appealing to the end user. Not only that, but your messages themselves will be of greater value to your audiences and potential customers. In other words, you'll have better content that converts more and ranks higher in search engines and other traffic sources. This, especially when handled by experts, will also mean you have better data to fuel your inbound marketing efforts, such as a Google Ads Search campaign or a continuous SEO and GEO optimization process for your website. Additionally, as the proportion of authentic, real, and human content continues to decline, scarcity will further enhance the value of your strategy that prioritizes the usefulness and value of your output. And I'm not just saying this as an unproven hypothesis. At Werko Marketing Solutions, we've seen the rollout of this strategy firsthand. We use artificial intelligence in MANY of our services and deliverables: We leverage the benefits of Machine Learning to optimize performance and content scheduling on social media; We have SEO audit engines that utilize LLMs to build reports of real metrics presented in a very attractive way, and of course we have used Google in AI mode or LLMs as search engines… We have also used Adobe AI on more than one occasion to perform photo correction or retouching. And the AI tools in our email marketing platform are largely responsible for our high open rates, which far exceed the market average. BUT artificial intelligence is not the author of 1% of our content in articles, social media copy, or website content . Our website receives daily visits from AI bots that reference our content because it meets high E-E-A-T standards and is not generated by LLMs. Furthermore, we've ensured that our website and backend design are geared towards helping LLMs like ChatGPT, Gemini, Claude, Perplexity, and others visit our site and use our content as a source for their responses to user prompts. And this strategy is yielding impressive results . Month after month, we're seeing (because we constantly monitor and track it) double-digit percentage increases in traffic from AI agents to the website, BUT also in human traffic. Our rankings with the various LLMs are rising, and the metrics from Google Search Console show that we're increasingly appearing as a landing page for real searches by real people seeking real services. Similarly, this strategy is helping us attract new potential clients. Last month, two different accounts told me they came to Werko Marketing Solutions by "asking ChatGPT," and while I see our competitors (because we're constantly keeping an eye on them too) succumbing to the temptation of filling their channels with AI slop, I celebrate our promising future ... and I'd love to celebrate yours. We can discuss it sometime.

What were the best commercials shown during the 2026 Super Bowl? Our marketing agency shares its ranking (including the worst). We just watched the 60th Super Bowl, where Bad Bunny celebrated all the nations of the Americas with a message of unity, and the Seahawks defeated the Patriots 29-13… but beyond the gridiron, there was a battle to capture your attention in the advertising space, with brands investing record amounts to launch their new commercials and campaigns. And as I recently mentioned in an episode of our podcast , Cierre de Semana , at least for me, it's a much more interesting phenomenon than the emerging talent of the Patriots' quarterback, Drake Maye (who was clearly overwhelmed by the role), or the explosiveness of Jaxon Smith-Njigba, the Seahawks' wide receiver. That's why I took on the task of studying more than 40 commercials released during and before the Super Bowl, and today I want to share my rating of some of the most outstanding commercials . If you want the downloadable file with all the ratings for more than 40 spots, with links to them, I'll share it with you below: Methodology for rating advertising spots Beyond simply offering an opinion or echoing what others are saying, I've developed a framework to evaluate what I consider most relevant in an advertisement. My goal is to measure all advertisements by the same standard and calibrate them based on various relevant variables, eliminating assessments that go beyond the marketing intent. Each spot is rated based on 10 categories, which include: Hook and attention (15%): how well they capture attention from the beginning and retain it throughout the commercial Creative idea and originality (15%) : freshness and intelligence behind creativity, something that has not been seen on hundreds of occasions. Quality and production (10%): cinematography, sound, editing, production itself. Brand integration (15%): the brand is logically integrated into the commercial and generates connection and recall. Clarity of message (10%): what it seeks to say is understood without requiring too much effort from the audience and/or decoding. Emotional Impact and/or Humor (10%): correct use of these resources to land the piece in a way that breaks functional boundaries and reaches an emotional plane. Shareability (10%): Are people likely to share it, talk about it, or use it as a reference in different spaces, make it a meme, etc.? Audience compatibility (5%): Is this message appropriate for the brand's and Super Bowl's audience? Rewatch (5%): Is it a piece that you enjoy watching again, or even that improves upon viewing it a second time? Current cultural relevance (5%): Does it connect with the current moment without feeling forced? The overall score is a value from 0 to 10, taking into account the weighting of each category. Subsequently, I assign an alphabetical ranking where: A+ = 9.5 - 10 Instant Classic A = 9.0 - 9.4 Elite B = 8.0 - 8.9 Strong C = 7.0 - 7.9 Mixed D = 6.0 - 6.9 Weak E < 6.0 Bad These are the best commercials from Super Bowl 2026 Uber Eats – Football sells food (Rating B - 8.6) McConaughey does it again Leading up to the Super Bowl, Uber Eats had already released a series of teasers to begin building the creative storytelling that culminated during Sunday's game. In these clips, the renowned actor stars in a series of situations where he exposes his conspiracy theory about the origins of American football. Using humor and absurdity in a very clever way, in a time and context where we are inundated with conspiracy theories, Uber Eats reveals that American football was invented to promote food sales. In addition to generating brand recall through impeccable delivery by actors of the caliber of McConaughey and Bradley Cooper, this campaign remains true to the essence and raison d'être of Uber Eats, its brand personality, and the connection between the brand and the asset it's associating with (in this case, American football). The rating is awarded to the entire campaign, which successfully builds anticipation and delivers its centerpiece in an commendable manner. Rating: B (8.6) Hook and attention:9 Creative idea and originality: 9 Quality and production: 9 Brand integration: 9 Message clarity: 9 Emotional Impact and/or Humor: 8 Shareability:7 Audience compatibility: 9 Rewatch: 7 Current cultural relevance: 9 Xfinity – Jurassic Park Works (Grade B - 8.65) The "what if…?" scenario we all wanted to see Reviving a cinematic classic, high-speed internet provider Xfinity uses nostalgia with a creative twist that would have changed history and wouldn't have spared us from years of fearing velociraptors. The music, the recreation of iconic scenes, and the message allow us to revisit one of the most astonishing moments on the big screen. For the generation that saw Jurassic Park as children, it's a delight. Furthermore, Xfinity cleverly and seamlessly integrates its product into the story, portraying it as the hero and preventing disaster by keeping the dinosaurs from escaping the maximum-security areas. The technology used to make the actors, especially Sam Neill, look younger leaves something to be desired, but it's forgivable because they made us laugh and reminisce about their performances. Definitely one of the best commercials of Super Bowl 2026. Rating: B (8.65) Hook and attention:9 Creative idea and originality: 8 Quality and production: 8 Brand integration: 10 Message clarity: 10 Emotional Impact and/or Humor: 9 Shareability:6 Audience compatibility: 10 Rewatch: 8 Current cultural relevance: 8 Kellogg's Raisin Bran – Will Shat (Rating B - 8.75) Eschatologically funny I admit it, I have a certain bias in my assessment of this commercial because I've historically enjoyed William Shatner's comedic role-playing in recent years (several of them for Priceline). Even with my personal bias, I applaud the humor behind the piece and the way the creatives managed to take the actor's last name and use it to their advantage, presenting one of the product's functional benefits in a very funny way. They handled what could have been an extremely vulgar portrayal with impeccable fluidity (wink, wink). It's definitely not easy to use defecation as a positive and funny concept, but Raisin Bran pulls it off. The wordplay with Duty/doodie, Shitzu, and the different ways the actor's last name is used in contexts related to going to the bathroom deserve applause. Rating: B (8.75) Hook and attention: 8 Creative idea and originality: 9 Quality and production: 8 Brand integration: 10 Clarity of message: 9 Emotional Impact and/or Humor: 10 Shareability: 9 Audience compatibility: 7 Rewatch: 8 Current cultural relevance: 7 Pepsi – The Choice (Rating A - 9.15) A bold move refreshing a classic rivalry and a recent viral moment For those of us who remember the original "Pepsi Challenge," this piece takes us back to one of the most iconic moments and memorable rivalries of all time... but this time, Pepsi goes even further and "borrows" a character that has been presented as an ally of Coca-Cola for years: the polar bear. At the beginning of the commercial, we see this character blindfolded, tasting cans of both sodas and clearly preferring the can of Pepsi Zero Sugar. When the blindfold is removed, the bear appears confused and astonished that he chose Pepsi over his usual drink. So much so, that he ends up in front of a psychologist who tries to comfort him by saying, "You're not the only one," implying that, however unlikely it may seem, many are realizing that Pepsi is the better option. We hear the background music of Queen's "I Want to Break Free," an obvious reference to the bear facing the dilemma of breaking free from his loyalty to Coca-Cola. The bear remains confused and wanders the streets, passing by a restaurant where he sees people drinking Pepsi, and then runs into his partner, who is also holding a Pepsi. Cut to a nod to the moment Andy Byron's infidelity with his HR director was exposed at a Coldplay concert: We see the two bears at a concert and on a circular screen (a feature of Coldplay's 2025 tour) with Pepsi in hand. Exposed to the masses, unlike Byron and Cabot who try to hide, the bears embrace their newfound loyalty to Pepsi and celebrate it. The spot ends by displaying the tagline "You deserve Taste. You deserve Pepsi." Incredible. Pepsi's audacity must be acknowledged, and within that audacity, we can identify a 100% alignment with its brand values, which it has maintained for many years. In countless campaigns and commercials, Pepsi has adopted the competitive stance of the "challenger mindset," with a rebellious attitude and by pushing boundaries far more than Coca-Cola, which tends to be much more institutional, family-oriented, and "safe." With humor, the ad challenges and questions consumer loyalties at their very core. Its musical choice is spot-on and iconic. Using a song like Queen's is a very effective way to communicate a message quickly by leveraging the song's inherent qualities and messages, and it also helps to create a memorable experience. The use of the viral moment featuring Byron and Cabot brings it into the present with a relevant reference that, if you catch it, is funny, but if you don't, it doesn't detract from the overall impact. The message attacking Coca-Cola is clear and forceful: even your favorite consumers prefer Pepsi. For all these reasons, I consider "The Choice" to be one of the best commercials of the 2026 Super Bowl. Rating: A (9.15) Hook and attention: 10 Creative idea and originality: 9 Quality and production: 8 Brand integration: 10 Message clarity: 10 Emotional Impact and/or Humor: 8 Shareability: 8 Audience compatibility: 10 Rewatch: 9 Current cultural relevance: 9 Coca-Cola – You can buy the Talent (Rating A+ - 9.5) Returning the blow, like a champion. This wasn't a Super Bowl commercial per se , but rather a digital response to the attack Pepsi launched, which I just described. And if the initial attack was brilliant, the response was majestic. Just 10 hours after Pepsi reportedly launched "The Choice" with a pre-release on digital channels, Coca-Cola "apparently" delivered this classy slap in the face in return... and it didn't cost them the millions of dollars it did Pepsi. And I say apparently launched because there's no official record of the piece having been created by Coca-Cola; rather, it seems to be the result of the creative and playful work of Ahmed Saad, a digital content creator. And of course, it doesn't steal the spotlight from Pepsi because it doesn't have Pepsi's reach, but if it did, and if it HAD been Coca-Cola's official response, it would be worthy of several Cannes Lions in my opinion, and that's why I rate it the way I do and why I'm sharing it with you here… Because I also believe it has much greater viral potential than the Pepsi campaign and was done in minutes at a minimal fraction of the cost. The opening frame is the same as Pepsi's. We see the blindfolded polar bear about to make his choice… but he gravitates toward Coca-Cola, and we hear the commercial's director angrily shout, “Cut! What are you doing? Let's do it again!” The camera zooms in on the bear's eyes, and we hear his inner monologue: “This is the moment of truth. Your integrity or a huge wad of cash?”… Then we see a series of scenes in which the bear is taking shameful and arduous jobs, and even with all that effort, we see his mate begging because they don't have enough money (a plea for us to empathize with their lack of scruples). We return to the studio where the commercial is being filmed, and it's clear the bear decided to compromise his principles just to get paid. The director instructs him: "Choose the Pepsi can, remove the blindfold, and act amazed." The bear does as instructed, and the director ends by saying, "Cut. Pay the bear." The screen fades to black, we see the Coca-Cola logo, and below it, the tagline: "You can buy the actor, but you can't buy the taste." WOW. We'll probably never know if any Coca-Cola executive "encouraged" Ahmed Saad's creativity to generate this content, but regardless, the piece and the response are incredible. The speed with which Saad came up with this opens our eyes to a new era of marketing where we can act and create masterpieces in a matter of hours if we have the creativity and the generative tools used correctly. It's not hard to imagine that this piece could have been created in The Coca-Cola Co.'s offices in just a few hours if they had wanted to. TODAY, this is possible. With the use of AI to generate videos, we've entered an era where Brand Wars are being fought with new weapons, without exclusivity contracts or time constraints for the actors, in arenas that extend far beyond the battlefields of traditional channels. The use of influencer accounts, content creators, and so on is a phenomenon that every marketing enthusiast should be studying. Furthermore, Saad's response to Pepsi is a blend of classy humor and marketing savvy. If Pepsi "stole" the polar bear, instead of reacting with anger or furious outbursts, Saad highlights that Pepsi simply bought off someone willing to compromise their principles. Pepsi emerges as the villain, and the bear as a victim of its circumstances. While Pepsi – The Choice was memorable, Saad's response was an immediate knockout, further cementing his status as a brilliant creative. If I were Coca-Cola's CMO, I'd already be calling him to invite him to join my team, and that's why, even though it was just a digital response, I consider it one of the best commercials of the 2026 Super Bowl. Rating: A+ (9.5) Hook and attention: 10 Creative idea and originality: 10 Quality and production: 8 Brand integration: 10 Message clarity: 10 Emotional Impact and/or Humor: 9 Shareability:9 Audience compatibility: 10 Rewatch: 9 Current cultural relevance: 9 Is one of your favorites not in the top 5? You can see how I rated it in the following downloadable file (Instacart, Hellman's, Levi's, Amazon Alexa, Pringles, Novartis and much more): And what about the worst-rated commercials? Check out the worst commercials of Super Bowl 2026 I've already shown you what I consider to be the best commercials of Super Bowl 2026. But I also know you're here for what's next. These are the ones that didn't make the cut... LALA Mexico – Cola Wars (Rating E - 5.5) Quick strike, poor execution, and creativity NOTE: This isn't a Super Bowl ad; it's just a digital execution, but I still thought it was worth mentioning. LALA's creative team piggybacked on the Pepsi-Coca-Cola rivalry, which was very well received by their Instagram followers, aiming to capitalize on the attention generated by the two soft drink giants. With a slightly more critical eye than the LALA employees who left comments on their feed, I find the execution to be off-brand and opportunistic, not in a good way. LALA usually distinguishes itself with higher-quality work, and on this occasion, I think they succumbed to the temptation of a quick and cheap solution with a poorly applied use of AI. The execution falls short of its intended purpose (the basic illustration, the lack of lighting and shadows, the lack of perspective and depth, and many other details are what generated that "AI cringe" feeling you felt while watching it). Applause for the proactivity, but a big thumbs down for forcing it with a production quality that a high school kid could have put together playing with an AI agent in its freemium version. It feels like a crasher who showed up to a formal party in Crocs and completely drunk. We even felt a little embarrassed for them. The good thing is that the piece probably cost them an intern's salary... Rating: E (5.5) Hook and attention: 9 Creative idea and originality: 2 Quality and production: 2 Brand integration: 9 Clarity of message: 6 Emotional Impact and/or Humor: 7 Shareability: 2 Audience compatibility: 8 Rewatch: 0 Current cultural relevance: 8 Rippling – The Mastermind (Rating E - 5.15) You ask too much of your audience Does anyone know what Rippling is? We're off to a bad start there because, in order to introduce a little-known product, the piece leaves you with the same lack of knowledge you started with, and even a little confused. We see Tim Robinson in a boardroom of some kind of corporation whose purpose is unclear. Robinson is apparently plotting a sinister plan that no one understands, involving unleashing a monster on the city to do who knows what, who knows when, and who knows why. The discussion turns to a thwarted plan… because apparently the monster hasn't yet gone through its onboarding process at the company? And the message is that you should have better HR software for your business so that processes flow more quickly and don't get bogged down in corporate bureaucracy. All of this happens in 30 seconds that no one understands. It's worth mentioning that I arrived at this interpretation after having to watch the spot three times to decode the message. In its debut as a Super Bowl advertiser, I think Rippling is signing its farewell. Rating: E (5.15) Hook and attention:9 Creative idea and originality: 3 Quality and production: 7 Brand integration: 5 Message clarity: 3 Emotional Impact and/or Humor: 4 Shareability:4 Audience compatibility: 5 Rewatch: 4 Current cultural relevance: 7 RO – Healthier on Ro (Rating E - 4.9) They paid for an athlete... and that's it. This is a classic example of "we need to talk about what the product does" rather than why that should matter to the audience. It's a display of functional attributes where Serena Williams (who isn't necessarily a good actress) appears to be reading the product specifications directly from a teleprompter. There's absolutely no creativity in terms of storytelling or production. The graphics look like the work of a video editor who randomly selected "random" from a transition menu. Rating: E (4.9) Hook and attention: 5 Creative idea and originality: 0 Quality and production: 6 Brand integration: 9 Clarity of message: 8 Emotional Impact and/or Humor: 0 Shareability: 4 Audience compatibility: 9 Rewatch: 3 Current cultural relevance: 8 NERDS - Juicy Gummy Clusters (Rating E - 4.75) Decent production, emotionally hollow The ad features TV host Andy Cohen fraternizing with a candy-themed character as they prepare to walk the red carpet, alluding to the candy's market debut. Cohen's performance is cringeworthy, the attempt at humor falls flat, and the result is a forgettable spot. The candy's bright colors do help grab attention, but there's not much else to it. Considering the platform and investment that Super Bowl airtime represents, this feels like a missed opportunity. Rating: E (4.75) Hook and attention: 3 Creative idea and originality: 4 Quality and production: 9 Brand integration: 9 Clarity of message: 8 Emotional Impact and/or Humor: 0 Shareability: 0 Audience compatibility: 9 Rewatch: 2 Current cultural relevance: 2 Do you agree with my ranking of the best Super Bowl 2026 commercials? This event always gives us plenty to talk about, both on and off the field. What are your thoughts on the best Super Bowl 2026 commercials? I'd love to hear your opinion!

Choosing between an e-commerce site and a marketplace is more of a strategic decision than a technical one. Understanding their differences and what each is used for is key to making the right choice. When I was in high school, some of my friends started buying what was then the most advanced video game console: the Sony PlayStation 3. Those who were more Team Xbox bought the Xbox 360. And of course, there were those who, in addition to a monstrous console, also had a handheld like the Nintendo 3DS or the PSP. And how could I forget those who, even back then, were already dedicated to playing on a computer: the PC Master Race. I'm getting sidetracked from my main point. To keep up and be able to play with my friends, I started looking for ways to make money. I began working weekends at wedding venues and… decided to start selling products on Mercado Libre. That's how I was able to save enough money to buy my PS3 and eventually my first gaming desktop computer. The truth is, Mercado Libre isn't the same platform it was 15-20 years ago. Now it's a much more regulated marketplace , which provides security and trust for both buyers and sellers , but it also creates more obstacles and charges higher fees, so I'm not sure I could have achieved the same things in today's world as I did back in high school. I know you're probably facing the same dilemma, so let's get right into it. Is it better for your business to launch its own e-commerce site, or is it better to rely on a marketplace like Mercado Libre or Amazon? Table of contents Advantages and disadvantages of ecommerce Advantages of having your own ecommerce Disadvantages of having your own ecommerce Advantages and disadvantages of the marketplace Three marketplace models Dropshipping Fulfillment by marketplace Retail Which option is better: ecommerce vs marketplace? Advantages and disadvantages of ecommerce Having your own e-commerce business has become a relatively simple goal to achieve, as it does not require the large web developments that a couple of decades ago it could still involve. Advantages of having your own ecommerce Tú tienes el poder con tu propio ecommerce. Currently, there are platforms like Shopify, WooCommerce, Magento, and many others that allow you to set up an online store, from uploading products to establishing logistics channels for shipping merchandise, in visually appealing templates. The best part is that you have control and management of your online store. Just like the owner of the corner store decides what products to sell, on which shelves, at what price, and other decisions, you have that power on platforms like Shopify. Furthermore, thanks to the multiple integrations that these builders have with other applications - let's say PayPal - it's even easier to have a fairly robust online store. So far, so good. If setting up an e-commerce store on Shopify is that simple and seamless , there shouldn't be any problems, right? Disadvantages of having your own ecommerce The reality that many merchants encounter during the construction or even after the launch of their online store can be summarized in the following points: Complex scalability: If your product offering is small (say, fewer than 25-50 SKUs initially), adding these products with their photos, descriptions, prices, etc., isn't much of a problem. However, if you eventually manage a larger number of products with multiple variations in color, size, material, and so on, you can quickly end up with a store with more than 1,000 SKUs. This, in turn, can not only slow down product uploads but also overall management, and can even increase the cost that platforms like Shopify charge you (such as a commission) for having your online store. Traffic doesn't just happen: Unlike a marketplace, which we'll discuss later, having your own online store requires a greater effort to attract users. And that effort is entirely your responsibility. To achieve this, you'll need to use a comprehensive marketing strategy that allows you to generate attraction, retention, sales, and repeat purchases. This includes SEO, social media content, paid advertising, email marketing, and more. Otherwise, you're unlikely to achieve the desired success. Technical dependency: As I mentioned, setting up an e-commerce site on these platforms is relatively simple, especially with a good, customizable template. The problem is that the more features and customization you add, the more complex the construction becomes, and when a problem arises (and I guarantee there will be problems), diagnosing and resolving it will be equally difficult. This is especially true considering that these problems will require technical support from the platform or, in the case of templates and plugins, from their developers. Learning curves: Assuming that you, the reader of this article (thank you very much, by the way), are the one who built the e-commerce platform, you likely have a better understanding of it than others in your organization. Therefore, it will be up to you, or whoever set up the store, to properly train those who will have a role in its management. At Werko Marketing Solutions, when we carry out an e-commerce project (like the one for Euro Water Technologies ), we make sure to train the client and provide them with manuals and tutorial sessions so they can operate their store immediately upon delivery. Brand trust: Unless your brand is already well-positioned in the market and your target audiences know you, you'll have to climb an uphill battle (as every brand does at the beginning) to achieve top-of-mind awareness . We already discussed this in point two, but it's not just about generating traffic; over time, through sales and after-sales service, you need to build a sense of security and trust in your brand. Without having yet gone into the details of a marketplace, is the second option better? Advantages and disadvantages of the marketplace While there are many marketplaces that connect sellers and buyers, such as Amazon Mexico, Mercado Libre Mexico, Liverpool, Coppel, and many others, their inner workings are very similar. For the purposes of this section, I will use Amazon Mexico as an example . The first thing to understand is that there are three main marketplace models on Amazon and other platforms , each with its own advantages and disadvantages. Secondly, whichever model you choose from the three I'll describe now—and understanding that some of these may not apply to marketplaces other than Amazon— one of the key aspects of these platforms is understanding how users search for products . Yes, it's true. Having your products on Amazon or Mercado Libre can help users find them more easily by leveraging the traffic and trust these platforms already have. However, your competitors on the marketplace will also benefit from this. To outrank the competition, you need to understand how users search for products. In other words, you need to know which keywords to include in your product listings that match user searches. This concept is very similar to the well-known keywords used in Google Ads. The topic of keywords could easily be an entire article in itself, but I just wanted to mention it briefly here so you understand that even within a marketplace, traffic to your products won't be automatic. Now, let's move on to... Three different marketplace models: Dropshipping In this first model, the marketplace (Amazon Mexico in our case) is simply an intermediary between the seller and the buyer. That is, Amazon doesn't buy merchandise from you (the seller), doesn't store inventory, and doesn't handle shipping logistics. In short, you are responsible for running your business . This includes things like inventory management, warehousing, shipping and returns logistics, generating product-related content (images, specifications, descriptions, etc.), and more. To keep it brief, I've included a table outlining the main advantages and disadvantages of this model. Don't worry, I'll do the same for the other two models. Advantages Disadvantages Simple entry model Not eligible for Amazon Prime It does not require inventory in marketplace warehouses Lower conversion rate Lower initial investment The seller handles almost the entire operation Useful for testing demand and commercial viability before scaling to other models Post-sales experience conditioned by marketplace policies (arbitration) This model may sound very similar to having your own e-commerce site, at least in terms of daily operations. This is because the seller will handle most of the day-to-day work. The key difference is that this operation takes place under the marketplace's oversight and rules. Are there other models where the marketplace assumes logistical responsibility? The answer is a resounding "yes." Fulfillment by Marketplace (FBM) In this model, known on Amazon as FBA, the seller retains ownership of the product. That is, they are not selling their merchandise to Amazon. The main difference from the previous model is that you are transferring the logistics to the marketplace. This includes inventory storage, shipping, and returns. Furthermore, FBA offers attractive benefits in terms of the shopping experience, such as the popular Prime program. In fact, having your products appear with the "Prime" label will generate greater trust among users and increase the likelihood of a purchase. Advantages Disadvantages You are eligible for Amazon Prime High dependence on marketplace policies and fees Greater perceived buyer confidence Capital tied up in inventory sent to marketplace warehouses Better conversion rate Additional costs for returns Reduced logistical burden for the seller Less operational and logistical control Easy scalability due to logistical advantages Recurring costs of storage in marketplace warehouses The Fulfilled by Marketplace model can be considered a middle ground between Dropshipping and Retail . The seller maintains commercial control—the products are theirs—but delegates logistics to the marketplace to increase the conversion rate. If the goal is to stop operating the channel and start selling a large volume of merchandise, the marketplace model you should consider is Retail. Retail Advantages Disadvantages Direct sale to the marketplace Significantly smaller margins Marketplace handles inventory, logistics, and returns No control over final prices No daily channel operation Without control over the brand-customer experience Predictable sales flow, as per agreement with the marketplace High dependence on the marketplace as the sole buyer Ideal for businesses with high production capacity Negotiating power concentrated in the marketplace In short, the Retail model represents operational simplification within a marketplace: the seller no longer manages this channel and their only concern is supplying the marketplace with products. Understanding each of the three models allows us to see that selling on a marketplace isn't a decision based on a single factor, but rather on a combination of elements such as logistics, profit margin, and channel control . With this understanding, we have more tools to answer the question of which option is better: e-commerce or marketplace. Which option is better: ecommerce vs marketplace? The reality is that thinking it's a black-and-white issue would be a mistake. In practice, it's very difficult (or impossible) to say that one option is universally better than the other. What matters are your business objectives and the different stages your business is going through. Each channel has its strengths that help solve different problems and provide different benefits. Simply put, the key is to define which one makes the most sense given your business situation. Marketplaces are often effective and used to quickly access existing demand, leveraging the platforms' native traffic to increase exposure and conversion rates. Furthermore, their infrastructure and logistical capacity help lower barriers to entry. In return, sellers must relinquish some control over pricing, aspects of after-sales service (such as customer relations and returns processes), and, in many cases, profit margin . E -commerce , on the other hand, is a seller-owned channel that prioritizes logistical and operational control. Moreover, one of the main objectives of e-commerce is brand building. A well-implemented online store allows you to provide a differentiated customer experience. Of course, this is true if it was built correctly on Shopify, WooCommerce, and other platforms. Taking a more strategic approach, and thinking about the medium and long term, this channel provides a direct relationship with the customer and the collection of data that becomes invaluable for remarketing efforts, loyalty programs, promotions, and more. Ultimately, you're more likely to ensure your business's profitability if you manage to incentivize the acquisition of new customers and repeat purchases from existing ones. However, this total control you have over your e-commerce platform means you must assume greater responsibilities in terms of logistics, operations, and marketing, and growth may be more gradual and not as rapid as in a marketplace. I return to the point: one or the other? Not necessarily. There are many cases where businesses choose both options together , understanding the role each plays within a business strategy. The marketplace becomes a channel focused on volume, while ecommerce transforms into a channel for brand consolidation, customer loyalty, and a greater focus on profit margin. Rather than asking whether it's better to sell through your own online store or a marketplace, the right decision is based on defining the role of each channel, measuring its performance (considering metrics such as net profit, volume, operating costs, control, and scalability), and adjusting the strategy based on the results. It's not so much about "where you sell" but "why you sell" on each channel. In short: make informed decisions that are aligned with your business objectives. About the author David Santos Digital Marketing Specialist at Werko Marketing Solutions. She has 9 years of experience in digital marketing. Her main focus is data monitoring and analysis for the management and optimization of digital advertising campaigns, websites, and online stores.

To ensure your brand and business appear in AI-generated search results, you'll need to implement a Generative Engine Optimization (GEO) strategy on your website. This optimization helps LLMs understand what you offer and consider you as a potential answer to relevant questions. It's undeniable that the use of Extended Language Models (LLMs) like Gemini, Perplexity, or ChatGPT is becoming increasingly popular. The trend indicates that more and more people, especially younger generations, are using AI to search for questions they previously would have asked on Google or Bing . But beware, don't be fooled into thinking Google Search is dead; in fact, it's still the king of internet searches. By the end of 2025, Google was registering over 15 billion daily searches , holding approximately 90% of the search market ; while ChatGPT (the most popular LLM) was registering only between 3 and 8% of daily search queries (Goodwin, D. 2025). Although Google still dominates today, the forecast is that sooner rather than later, Artificial Intelligence will increasingly gain ground in searches for products, services, and brands. That's precisely why it 's vitally important to get ahead of the curve and ensure that TODAY your website not only has SEO optimization (Search Engine Optimization, to be found by Google and Bing bots) but also GEO optimization (to be found and suggested by AI). Table of Contents How to appear in Artificial Intelligence responses? Structure your content for "machines" Strengthen your EEAT (Experience, Expertise, Authority, and Confidence) Optimized for Natural Language Differences between GEO and SEO Where to start optimizing your site for GEO? How to appear in Artificial Intelligence responses? To appear in the answers of LLMs like ChatGPT, Gemini, or Perplexity, you'll need to implement a GEO strategy in addition to your SEO strategy . Therefore, you'll need a well-structured website, generate and publish original, highly relevant content (both about your products/services and content that reflects your authority in your field), and keep it updated so that crawlers (the AI bots that search the internet for information) consider it a site of sufficient authority to be cited in searches and queries. Doing this sooner rather than later presents a huge opportunity for you. In the near future, many more people will realize how important it is for a website to be discoverable by search engines and LLMs, but today, very few have optimized it for this purpose. This gives you an advantage over your competitors who haven't yet implemented SEO and GEO on their sites. So don't wait any longer and check out the following series of recommendations that will help you implement it on your website: Structure your content for “machines” Ejemplo del tipo de campos que debe contener un Schema Markup de Producto. LLMs do not have the ability to abstract the content of web pages just by reading the text on them (they are not intelligent and do not reason), so you have to help them understand what is on your site through formats that are more "friendly" to them. A website with good SEO: You must ensure your site has proper SEO , including optimized HTML titles, well-structured H1-H6 headings, a keyword strategy, meta descriptions and alt attributes, correct language tags, optimized images, backlinks, and up-to-date security protocols. Geo-optimization (GEO) is not meant to replace SEO; it's meant to expand it. Question-Answer Format: In your website content, use headings (H2 and H3) in the form of questions, for example, “What is the scope of solution X?”, followed by a clear and concise answer in paragraph format. Provide specific answers to niche questions in your content. Use lists and tables: LLM crawlers read content that is listed or bulleted, as well as structured in tables of contents, better. Use Schema Markup structured data: Include code on your site's pages in JSON-LD format to tell AI and search engines exactly what's on the page they're viewing, so they can differentiate between an FAQ, a blog post, a product, etc. Add an LLMs.txt file to your backend if your website's hosting platform allows it. This is a relatively new tactic, and due to its current low adoption rate (mostly on websites that existed before LLMs.txt files emerged and haven't been updated due to neglect), it offers a clear advantage to those who implement it. Strengthen your E-E-A-T (Experience, Expertise, Authority, and Confidence) Modelo E-E-A-T As my partner Arjan has explained in past articles , EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) is a series of “rules” that search engines (and now LLMs as well) use to rank whether content on a website is valuable or not. When you rank well in EEAT, search engines and LLMs determine that your site is perceived as authoritative in its field, and therefore, it is much more likely to appear as an answer to user queries. In addition to this: External mentions: It's important that your site not only has backlinks from trusted, industry-leading sites (links to your site from pages like rankings, blogs, news sites, forums, etc.) but also that there's a generally positive digital consensus around your brand, since AI uses these kinds of reliable sources to train its models. That's why this is one of the most important factors that LLM crawlers consider when citing your website. Citations and references: Support your arguments and claims with reliable sources and hard data, and give credit to them by including references. This helps build credibility in what you say and establishes you as a reference yourself. Created by humans: Search engines and LLMs can detect if your site contains AI-generated content, and if they find that it was indeed generated by Artificial Intelligence, they will penalize you by lowering your EEAT ranking. That's why we urge our clients not to fall into the temptation of generating their content with AI. Optimize for Natural Language People no longer search for things like “cheap restaurant Monterrey.” Now they ask: “What’s the best restaurant to go to in Monterrey to celebrate a birthday that isn’t expensive?” Don't use short keywords: Use "long-tail keywords", that is, long or compound keywords and use conversational language. Update your content: LLMs prioritize current information, so don't build your website and then abandon it. You must provide constant maintenance and generate high-value content regularly to keep boosting your ranking. Having said that, I want to give you a brief summary (which will also help me rank this article for GEO 😉): Differences between GEO and SEO SEO GEO It helps browser bots like Google and Bing find your website when someone asks a question. It helps LLM crawlers like ChatGPT, Gemini, or Perplexity find and refer your website when someone searches. It focuses more on keywords or key words Short keywords matter less, and it's better to use long-tail keywords and natural language. Backlinks are important, as is the quality or authority of that backlink. In addition to backlinks, being mentioned on relevant external sites is more important (being mentioned on other sites of high relevance and authority). It is guided by open consultations. It is guided by very specific questions. Search for ranking and traffic to the site Seek authority, mentions, and visibility of answers You must have your title structure, meta descriptions, etc. correctly configured. In addition to having your structure correctly configured for SEO, you should also include Schema Markups and FAQs. Where to start optimizing your site for GEO? As a partner in a marketing agency, I believe the starting point is understanding the enormous value of having a well-structured website that includes SEO and GEO, versus a cheap website that doesn't include any of this. There are many agencies that offer websites without SEO or GEO, claiming, " because the client didn't ask for it ," " because the client doesn't know what that is ," or " because I only know how to design pretty, not optimized, websites ." But let me tell you, delivering a website like that is like buying a car without an engine. It's much cheaper, yes, but it won't run. So my recommendation is that you approach a good marketing agency that offers both SEO and GEO optimization from the start, and that knows what they're talking about. And listen, I'm not telling you to "come join us." If this information helps you better understand what you need, I'll be happy. What I'd like is for this to give you more tools so you don't get taken in by unsolicited offers. Now, if you'd like to chat and review how your site is doing in terms of SEO and GEO, we'd be happy to diagnose your page to ensure you're taking advantage of these new technologies. Sources: Google is still 210x bigger than ChatGPT in search How do you make your product show up in AI answers, not just Google search? Schema.org Structured data markup language that supports Google Search About the author Carolina Trevizo Partner at Werko Marketing Solutions with extensive and varied experience of over 18 years in B2B companies with strategic marketing, Project Management, data analysis for advertising management, audiovisual production and graphic design.

We don't have to wait until the end of 2026 ; I can tell you right now that traffic to informational websites will fall, the generic content bubble will burst, brands will become more content-generating, SEO will be more strategic and continuous, charlatan agencies will be exposed, websites will have to become conversion machines, and your most valuable asset will be consumer trust. Let's get ahead of ourselves. In 2027, we'll have some very important milestones that you can start preparing for NOW. And I'm not just talking about how you'll have to do MORE things… I'll also tell you about the strategies you should stop using because they'll become obsolete. This shouldn't surprise you: digital marketing is changing at an unprecedented pace… and I'm not just referring to how the proliferation of artificial intelligence, primarily through LLMs (known to most as “artificial intelligences”), is disrupting everyone's online experience. The transformation goes far beyond that, and saying the word “AI” without understanding the context and its implications is just scratching the surface. Here are seven predictions you should consider when revisiting your digital strategy : Table of contents: Digital marketing predictions for 2027 Drop in traffic to websites with informational user-intent The generic content bubble is going to burst And why is that relevant for you to know? Brands will be reconceptualized as media Successful brands will have things like... SEO will become increasingly strategic and continuous, and less technical and occasional. Marketing charlatans will be exposed Websites will have to be conversion machines. The most valuable asset in marketing in 2027 will be trust 1. Drop in traffic to websites with informational user-intent Google SGE (Search Generative Experience), ChatGPT and similar services will significantly reduce traffic originating from search engines with an informational user intent, especially for short-form responses. Am I speaking Chinese to you? Previously, if your website had the best answer to a question a user asked Google, they would invariably end up navigating to your page to satisfy their need, and this opened up conversion possibilities. Increasingly, we'll see that if users' intention is simply to resolve a doubt, they'll do so within the same search environment, and that's where the user journey ends . What does this mean for you? Should you stop adding informative content to your website? The immediate, emphatic, and resounding answer is NO. To begin with, because many times what starts as an informative intention ends up becoming commercial. “What is plantar fasciitis?” In just a couple of clicks, you might consider buying running shoes that correct overpronation. What you should definitely consider when prioritizing the content that feeds your website is optimizing it for generative responses . How does that work? Fortunately, my partner Carolina Trevizo recently shared some tips in an article… not all of them, because we keep the secret recipe for our clients who request SEO and GEO optimization projects, but there are many relevant ones. Read the article here . 2. The generic content bubble is going to burst. AI , in the inexperienced hands of humans (or even automated), will be its own worst enemy . I go into much more detail about why I make this prediction in the article “ The Collapse of the AI Model: How the Abuse of LLMs Contributes to the Dead Internet Theory, ” but in short: Eventualmente la burbuja va a tronar. As a result of an overexploitation of AI-generated content, with inexperienced prompts, amateur automation, and generic results (because that's how LLMs work), the internet is now saturated with mediocre content . Search engines (AI and traditional) are increasingly finding it challenging to address the concept of EEAT and find relevant content for users in a sea of AI slop. The trend towards automating content generation By giving full accountability to an entity that by its nature has no accountability , you are quickly seeing signs of rejection because relevant errors are emerging every day "because artificial intelligence told me to." The realization that the generic content bubble is going to burst is starting in AI companies, but it's only a matter of time before users react and begin rejecting a medium polluted with junk. Therefore, thinking that the internet will survive an era in which all its content is self-generated would be a grave mistake . If the internet doesn't "fix" itself, we users will go elsewhere. I know it's hard to imagine, but it's the natural course of things, and that's why I anticipate that while we've been approaching that scenario by 2026, it will be an asymptote we won't cross. And why is that relevant for you to know? The value of real experience : it's already happening, but by 2027 it will be even more so: search engines will prioritize content that reflects the genuine experience of YOUR brand/company and will dismiss generic content. And that's why I insist that you resist the temptation to hand over your creative ability and accountability to a bot. Documentation of websites with success stories, analyses, and real testimonials . In the mainstream world, anything you can do to differentiate yourself will make you extremely valuable. It's important to populate your digital footprint with all the elements of social proof and uniqueness that will make search engines (both traditional and AI-powered) recognize your channels as authoritative sources. Because if the search engine recognizes you, the user will follow, engage with your content, and convert. 3. Brands will be reconceptualized as media This not only responds to changes in the way users are consuming advertising, blurring all the boundaries between what is a TV spot and what is content. The reconceptualization of a brand as a medium also responds to an increasing demand from consumers towards the brands they favor, shouting that to achieve loyalty and an emotional bond, functional benefits are insufficient . Creating engaging content for your brand As consumers continue to expect products or brands to have ideological stances, care about certain social causes, and constantly interact with them, companies will realize that they are no longer just competing with other companies , but in the same digital space, they are fighting for attention versus content creators . This, in addition to forcing brands to revisit, rethink, and adjust their relationships with influencer marketing and collaborations with content creators, will make it more cost-efficient for them to decide to become media generators themselves . My prediction is that successful brands will have things like: Strong blogs , with relevant, frequent, incisive and unique content; with topics determined not only by the will of the authors, but by the SEO and GEO insights that the site data yields to those who know how to exploit it. Newsletters that leverage the content of these blogs to amplify the return on investment in existing blog content. And by newsletters, I don't just mean those distributed by email, but also highly relevant channels like LinkedIn newsletters and specialized, subscription-based channels such as those already available on Instagram and WhatsApp. Podcasts and video podcasts that lead to discussions and in-depth analysis, generating spaces of authority and the dissemination of educational content related to the brand or the sector in which it operates. Want an example? Welcome to this Werko Marketing Solutions blog , which you can also subscribe to through our newsletter … and if podcasts and video podcasts are your thing, have you heard of “ Cierre de Semana ”? 😊 And if you want an example of a client who is preparing precisely in response to this forecast, you have to know about the Decidir y Transformar project , by Angel Tejada Higuera . 4. SEO will become increasingly strategic and continuous, and less and less technical and occasional. My fourth prediction for 2027 has to do with the fact that, given the increased rate of content generation, the window of validity of a specific SEO optimization project will become shorter . Strategies for Continuous SEO Optimization: A focus on backlinks, content analysis, site architecture, and keyword indexing to improve rankings and drive traffic. In other words, while previously an SEO optimization project had a lifespan of six months and you could "leave it as is" for that time, the near future suggests that maintenance of SEO and GEO It will become an ongoing and constant issue , with periodic iterations of auditing, identifying areas of opportunity, and adjusting. Additionally, back-end and on-page SEO adjustments will necessarily need to be complemented with content strategies . That's why all the quotes we provide to our clients for optimization projects now include a second phase focused on SEO and geo- driven content marketing . This approach involves capturing the real value behind generating subject matter authority, effective branding, reputation, and trust for a brand transformed into a medium (prediction 3). 5. Marketing charlatans will be exposed Have you received ads on any of your social media from marketing agencies promising to crack the algorithm and capitalize on all the advantages of AI for their clients by generating 100 variations of posts, stories, and reels? Yes… those “ miracle workers ” improvised marketers who are only putting the intellectual property of the brands they represent at risk by generating assets that are impossible to register and therefore in the public domain, implementing strategies that flood the ether with generic content and are therefore punished by search engines. Charlatans will be unmasked Those who are selling snake oil today will soon be paying for their deceptions , because the end consumer is becoming increasingly educated about the "whats and whats not" of using AI. And as I've said before, the agencies and companies that will win won't be those that USE (or misuse) AI, but those that know which parts of their processes are best suited for integrating it as part of their strategy and which ones to leave out. I have more confidence in few things than in the fact that those of us who do serious marketing will prevail . Our foundation, experience, dedication, and strategic consistency will ensure that the results speak louder than the shouting voices peddling empty promises. And why should you care? Well, as I've said repeatedly, many times the client doesn't know what they don't know. Do you have any doubts about the seriousness, expertise, or strategic thinking of the agency you're currently working with? Write to me , and I'd be happy to tell you about some of the signs that might confirm your suspicions. 6. Websites will have to be conversion machines If my prediction #1 comes true (and I'm very sure it will), this change will force website developers to think about web design approaches that I invited them to consider in an article I wrote in 2024, titled “ Conversion Funnel Websites: How to Design Them to Generate More Sales .” Without going into too much detail (because that's what the article I just shared with you is for), prediction #1 will force websites to consider the different customer journeys of the different buyer personas that are anticipated to visit the spaces, from the Home page to the different internal pages, the different widgets and other elements. The site architecture will need to consider everything from its structure to its sitemap How the different sections address the phases of a conversion funnel . The content will need to be strategic, responding to this design, and where possible, all viable and engaging experience personalization should be considered. A website without a strategy will be nothing more than a digital business card. 7. The most valuable asset in marketing in 2027 will be trust With so many variables, so many facets, so many channels, and so much dynamism (have you counted how many times Instagram has changed its main features this year alone?), it will be impossible for you to be an expert in everything related to marketing . Time will only get shorter, and your focus will almost certainly have to be on the core of your product, brand, or service. El activo más valioso será la confianza. And that's why you'll be facing critical decisions about who to entrust with the strategy and implementation of your marketing plan. Will you relinquish control to an AI bot that lacks the capacity to evaluate errors or take responsibility for its outputs? Will you turn to a sporadic and trendy group that lacks strategy, proven experience, or authority? One of the things I'm most proud of about the agency we've created at Werko Marketing Solutions is that (as I've shared in other articles) we prefer to deny you a service rather than sell you smoke and mirrors, in order to address what you're expressing as a need, but which we know is unaffordable. Letting our clients down through design just to collect an invoice is NOT in this agency's DNA. At the end of the day, all that remains is your professional reputation and the trust you have built with your clients, based on the honor and responsibility they place on you by allowing you to represent their companies, brands, products, and services. Digital marketing predictions for 2027 According to our digital marketing predictions for 2027, the industry will not only be about technology, algorithms, or artificial intelligence. Concepts such as trust, strategy, experience, authenticity, and expertise will become increasingly important . The tools will continue to evolve, and hopefully, like us every day, you will have fun facing this transformative adventure that is and will be digital marketing. About the author Arjan Shahani Managing Partner at Werko Marketing Solutions and co-founder of Shahani Initiatives . He has over 20 years of experience in consumer and B2B marketing, as well as business consulting. His primary focus is business profitability through strategic marketing.

The more AI-generated content there is, the higher the value of human creativity. If I sound like a broken record, it’s because I keep seeing people who, without understanding the deeper context, have given in to temptation. They’ve delegated purely human creativity processes to tools that are being misused , and the results are laughable. Yes, AI can generate text, images, videos, and campaigns. It’s also very useful for helping you plan a vacation—even when it recommends hotels that don’t exist or gives bad advice on immigration requirements (we’ve all seen the videos of people whose trips were ruined because they trusted ChatGPT when it told them they didn't need a visa). It’s indisputable that tools like ChatGPT, Claude, Grok, Perplexity, and Meta AI have democratized and amplified anyone's ability to generate more content than ever . But paradoxically, this reality of exponential volume is exactly what makes human creativity an incredibly valuable asset . I’ll prove it to you: Table of Contents: AI produces content through imitation; Humans produce ideas that inspire. Big Data serves many purposes... so far, inspiring great creatives isn’t one of them. The exponential volume of generic "slop" makes human ideas worth much more. Doing what has worked before vs. risking it all to amaze the world. The Future of Marketing: Human Creativity vs. AI as a tool, not a replacement. AI produces content through imitative and predictive processes. Creativity produces ideas and inspires others to ideate. I get it, there are moments when it seems like ChatGPT just handed you a brilliant idea, fresh copy, or a great graphic. But it’s vital to understand what is actually happening behind the scenes. The reality is that the copy feels "novel" to you simply because you personally haven't been exposed to it yet… but the AI we have access to today does not create ideas. LLM models simply regurgitate and combine information based on predictive exercises and grammatical pattern recognition . To put it bluntly, AI doesn’t know if what it’s saying makes sense or not … it has no real capacity to value it, contrast it with your intentions and expectations, or define what is true. It cannot, and does not try to, defend its proposals or stances because it has zero commitment to them. Big Data serves many purposes… so far, inspiring the world's greatest creatives isn’t one of them. We’ve already seen several agencies develop advertising campaigns by surrendering the creative process to AI… and I bet you don’t remember a single one of them . Do you know why? Because, at best, the result was just " meh... " as my kids would say. At the 2026 Winter Olympics, organizers used AI slop in their welcome video for the games. The ones you do  remember are the instances where "naively bold" agencies (and I truly recognize their audacity, because not everyone has the guts to do it) asked AI to manufacture their art, only for the resulting "AI slop" to cause total backlash and public embarrassment. On our podcast, Cierre de Semana , we’ve mentioned several of these catastrophic examples, including a McDonald’s Christmas spot and content from the recent Winter Olympics that couldn't even get the colors of the Olympic rings right. Think about the advertising campaigns you still remember today, even though they aired years ago. What prompt could have possibly generated those? Can you even imagine one? It is undeniable that the most memorable campaigns have relied on elements of: Intuition Opportunistic cultural observation An understanding of human emotions The exacerbation of social contradictions Personal experiences Or the use of the absurd. A creative has the capacity to observe something mundane and find the inspiration to create magic , build powerful ideas, and leave their mark on the world with a level of care and dedication that no algorithm could ever aspire to achieve (if algorithms even had the capacity to aspire to something, which they don’t). That's why human creativity vs AI will always win. The exponential volume of generic trash makes human ideas worth much more. Without getting into too much detail, since I wrote an in-depth piece on the subject here , the more the internet fills up with AI Slop, the more valuable human creation becomes. Human generated content is 8x more likely to rank numer 1 in Google. There is no better proof of this than the fact that the sites recognized by the search algorithms themselves are the ones that consistently achieve the best SERP (Search Engine Result Pages) results, because they are the ones that best match search intent. ( Visit Search Engine Land's article about this topic ). With very, very few exceptions, we perform searches because we want to know what everyone else is saying, whether because we need a standard piece of information or a general consensus. In almost every other scenario, we prefer what is original and different . For this reason, the content that truly has value and stands out is that which has a human essence behind it, as people prefer the specificity and differentiation that an algorithm simply cannot replicate. In a world where competing via volume is useless because machines can generate practically infinite content, the new competitive advantage lies in the ability to generate UNIQUE content . It’s about having your own perspectives, truly understanding people, their psychology, and their emotions, it’s about identifying cultural tensions and changes… and telling unique, memorable stories that truly connect. Doing what has already worked or risking it all to amaze the world. Creative processes are daring, they throw us into the unknown. They allow us to think in terms of “ what if I did… ” versus “ let’s do the obvious ”. AI has a predilection for the expected, what has already been done and what once worked for someone. When someone came up with the idea of putting a gorilla playing the drums to Phil Collins’ “In the Air Tonight” to sell chocolates, it wasn't because they thought, “ I’m going to do what everyone else is doing ”. It was a leap of faith to try something they knew NOBODY had ever done .   If you don’t know the one I mean, you can see it here. The result is a TV spot that, for me, personifies the use of the absurd in the most creative way possible to achieve the highest possible recall. The future of marketing: Human creativity vs. AI as a tool, not a substitute. If your starting point is AI Slop and you ask for more, the result will be AI slop to the Nth power . But if you start with a human BIG IDEA, with a complete understanding of what makes that idea incredible and unique, THEN YES, you can get a lot of value out of AI to accelerate replication, variations, and extensions of that idea. I want to be clear: In my opinion, AI’s role should be assistive, a catalyst for human creativity, but NEVER its substitute. Strategy, vision, and the core idea are incredible when they are born from people. They are predictable and mediocre when they come from a prompt. At our agency, we use AI EVERY day. It has served us well for many things, including the automation of repetitive, low-value tasks . It’s also been great for processing high volumes of data to extract insights—for example, monitoring real-time traffic on our clients' social networks to analyze behavior and predict critical traffic spikes. But I promise you, I will NEVER surrender my creative capacity or the accountability I dedicate to our clients to a bot. We want Werko to keep doing humanly incredible things… and to be remembered for them. About the author Arjan Shahani Managing Partner at Werko Marketing Solutions and co-founder of Shahani Initiatives . He has over 20 years of experience in consumer and B2B marketing, as well as business consulting. His primary focus is business profitability through strategic marketing.

No tenemos que esperar al final de 2026 ; desde hoy puedo decirte que el tráfico a sitios web informativos caerá, la burbuja del contenido genérico va a explotar, las marcas serán más generadoras de contenido, el SEO será más estratégico y contínuo, las agencias charlatanas serán desenmascaradas, los sitios web tendrán que volverse máquinas de conversión y tu asset más valioso será la confianza del consumidor. Vamos a adelantarnos. En el 2027 tendremos hitos muy importantes para los cuales puedes irte preparando desde YA. Y no sólo estoy hablando de cómo tendrás que hacer MÁS cosas… también te platicaré de las estrategias que te convendrá ir dejando se hacer porque serán obsoletas.  Esto no debería sorprenderte: el marketing digital está cambiando a ritmos nunca antes vistos… y no sólo me refiero a la manera en que la proliferación de la inteligencia artificial, principalmente a través de LLMs (conocidos por la mayoría como “inteligencias artificiales”), está trastocando la experiencia online de todos. La transformación va mucho más allá que eso y decir la palabra “IA” sin entender el contexto y sus implicaciones, es hablar tan solo de la punta del iceberg. A continuación te comparto siete predicciones que deberías considerar al estar revisitando tu estrategia digital : Tabla de contenidos: Predicciones de marketing digital para 2027 Caída del tráfico a sitios web con user-intent informativo La burbuja del contenido genérico va a explotar ¿Y eso por qué es relevante que lo sepas? Las marcas se reconceptualizarán como medios Las marcas exitosas tendrás cosas como... El SEO se volverá cada vez más estratégico y continuo, y menos técnico y eventual Los charlatanes de marketing serán desenmascarados Los sitios web tendrán que ser máquinas de conversión El activo más valioso en el marketing en 2027 será la confianza 1. Caída del tráfico a sitios web con user-intent informativo Google SGE (Search Generative Experience), ChatGPT y sus similares harán que el tráfico originario de motores de búsqueda con una intención de usuario informativa, se reduzca considerablemente , sobre todo para respuestas de formato corto.  ¿Te estoy hablando en chino? Antes, si tu sitio web tenía la mejor respuesta a una pregunta que un usuario le hacía a Google, invariablemente acababa navegando a tu página para saciar su necesidad y esto abría posibilidades de conversión. Cada vez más veremos que si la intención de los usuarios es solamente resolver una duda, lo harán dentro del mismo ambiente de búsqueda y ahí terminará el user journey . ¿Qué significa esto para ti? ¿Deberías dejar de incorporar contenido informativo a tu sitio web? La respuesta inmediata, contundente y rotunda, es NO.   Para empezar, porque muchas veces lo que empieza como una intención informativa, termina volviéndose comercial. “¿Qué es la fascitis plantar?” en cuestión de un par de clics puede resultar en la consideración de compra de unos tennis para corredor que corrigen la sobrepronación de la pisada.  Lo que sí vale la pena que consideres al estar priorizando el contenido que alimenta a tu sitio web, es la optimización del mismo para respuestas generativas . ¿Y eso cómo se come? Afortunadamente, mi socia Carolina Trevizo acaba de compartirnos en un artículo reciente algunas formas… no son todas porque la receta secreta nos la guardamos para nuestros clientes que solicitan proyectos de Optimización SEO y GEO, pero sí hay muchos tips muy relevantes. Conoce el artículo aquí .  2. La burbuja del contenido genérico va a explotar.   La IA , en las manos inexpertas de los humanos (o incluso automatizada), será el peor enemigo de la IA . Entro bastante al detalle del por qué de esta predicción en el artículo “ El colapso del modelo de IA: Cómo el abuso de LLMs contribuye a la Teoría del Internet Muerto ” pero en resumen: Eventualmente la burbuja va a tronar. A raíz de una sobreexplotación de contenidos generados por la IA, con prompts inexpertos, automatizaciones amateur y resultados genéricos (porque así funcionan los LLMs), hoy el internet está saturado de contenido mediocre . Los motores de búsqueda (IA y tradicional) están cada vez viendo más retador atender al concepto de E-E-A-T  y encontrar contenidos relevantes para los usuarios en un mar de AI slop.  La tendencia a automatizar la generación de contenido cediendo completo accountability  a un ente que por su naturaleza no tiene accountability , rápidamente está viendo señales de rechazo porque todos los días están surgiendo errores relevantes “porque la inteligencia artificial me dijo.” La comprensión de que la burbuja del contenido genérico va a explotar , empieza en las compañías especializadas en IA pero es cuestión de tiempo para que los usuarios reaccionen y empiecen a rechazar ellos mismos un medio contaminado por basura. Por lo mismo, pensar que el internet sobrevivirá una era en la que todo su contenido sea autogenerado, sería un grave error . Si el internet no se “arregla”, los usuarios nos iremos a otra parte. Sé que es difícil de imaginar, pero es el curso natural de las cosas y es por eso que yo anticipo que si bien en el 2026 nos hemos ido acercando a ese escenario, será una asíntota que no llegaremos a cruzar. ¿Y eso por qué es relevante que lo sepas? Valor de la experiencia real : ya lo están haciendo pero en el 2027 lo harán mucho más: los motores de búsqueda priorizarán contenidos que reflejen experiencia de verdad de TU marca/empresa y desestimarán contenidos genéricos. Y por esto te insisto en que tienes  que resistir a la tentación de cederle tu capacidad creativa y accountability  a un bot.  Documentación de sitios con Casos de éxito, Análisis y Opiniones Reales . En el mundo genérico, todo lo que puedas hacer para generar diferenciación, te hará sumamente valioso. Es importante que vayas poblando tu footprint digital con todos los elementos de social proof  y uniqueness que harán que los buscadores (tradicionales y de IA) volteen a tus canales como fuentes de autoridad. Porque si el buscador te reconoce, el usuario le seguirá, te consumirá y convertirá.  3. Las marcas se reconceptualizarán como medios Esto no solo responde a los cambios en la manera en que los usuarios estamos consumiendo publicidad, desvaneciendo todas las fronteras entre lo que es un TV spot y lo que es contenido.  La reconceptualización de una marca como medio también responde a una exigencia cada vez mayor de los consumidores hacia las marcas que favorecen, gritándoles que para lograr lealtad y un vínculo emocional, los beneficios funcionales son insuficientes .   Genera contenido para tu marca. Como los consumidores continúan esperando que el producto o marca tenga posturas ideológicas, le importen ciertas causas sociales y esté constantemente interactuando con ellos, las empresas se darán cuenta de que ya no compiten sólo con otras empresas sino que en el mismo espacio digital, están peleando por la atención versus creadores de contenido . Esto, además de forzar a las marcas a estar revisitando, repensando y ajustando sus relaciones con el influencer marketing y las colaboraciones con creadores de contenido, harán más costo-eficiente que decidan volverse medios generadores ellas mismas . Mi predicción es que las marcas exitosas tendrán cosas como: Blogs fuertes , con contenidos relevantes, frecuentes, incisivos e únicos; con temas determinados no sólo por la voluntad de los autores, sino por los insights de SEO y GEO  que la data del sitio arroje a quienes la sepan explotar.  Newsletters que aprovechen el contenido de dichos blogs para amplificar la inversión en contenido ya existente en el blog. Y por newsletters no sólo me refiero a los que se distribuyen por email, sino a canales muy relevantes como los newsletters de LinkedIn y los canales especializados y accedidos por suscripción como ya existen en Instagram y en Whatsapp. Podcasts y Videopodcasts  que lleven a discusiones y análisis profundo, generando espacios de autoridad y la difusión de contenido educativo relacionado a la marca o al sector en el que opera.  ¿Quieres un ejemplo? Bienvenido a este blog de Werko Marketing Solutions , al que también puedes suscribirte a través de nuestro newsletter … y si los podcasts y videopodcast son lo tuyo, ¿haaaaave you met “ Cierre de Semana ”? 😊  Y si quieres un ejemplo de un cliente que está preparándose precisamente atendiendo a este pronóstico, tienes que conocer el proyecto de Decidir y Transformar , de Angel Tejada Higuera . 4. El SEO se volverá cada vez más estratégico y continuo, cada vez menos técnico y eventual Mi cuarta predicción para el 2027 tiene que ver con el hecho de que ante el incremento en ritmo de generación de contenido, la ventana de vigencia de un proyecto puntual de optimización de SEO, se hará más corta . Optimización SEO contínua. Es decir, si antes un proyecto de optimización de SEO tenía una vida útil de medio año y podías “dejarlo así” por ese tiempo, el futuro próximo arroja que el mantenimiento de SEO y GEO   se volverá en un tema continuo y constante , con iteraciones periódicas de auditoría, identificación de áreas de oportunidad y ajuste. Adicionalmente, los ajustes en back end y OnPage SEO forzosamente tendrán que complementarse con estrategias de contenido . Es por eso que hoy en día todas las cotizaciones que estamos entregando a nuestros clientes para proyectos de optimización, incluyen una fase 2 enfocada en SEO+GEO driven content marketing .  Este enfoque involucra capturar el valor real detrás de generar autoridad temática, branding efectivo, reputación y confianza para una marca transformada en un medio (predicción 3). 5. Los charlatanes de marketing serán desenmascarados ¿Has recibido en alguna de tus redes sociales anuncios de agencias de marketing que te prometen que han crakeado el algoritmo y que están capitalizando para sus clientes todas las ventajas de la IA generándoles 100 variantes de publicaciones para sus posts, stories y reels? Sí… esos “ miracle workers ” marketeros improvisados que lo único que están haciendo es poner en riesgo la propiedad intelectual de las marcas que representan al generarles assets  imposibles de registrar y por ende de dominio público, implementando estrategias que inundan el éter de contenido genérico y por ende son castigadas por los motores de búsqueda. Se les caerá la máscara. Esos que hoy venden espejitos, muy pronto estarán pagando por sus engaños , porque el consumidor final cada vez más se está educando respecto a los “para qué sí” y “para qué no” del uso de la IA.  Y como lo he dicho anteriormente, las agencias y empresas que ganarán no serán las que USEN (o mal usen) IA, sino las que sepan en qué partes de sus procesos es conveniente integrarla como parte de su estrategia y de cuáles dejarla fuera.  En pocas cosas tengo tanta confianza como en el hecho de que quienes hacemos marketing serio, prevaleceremos . El fundamento, la experiencia, la dedicación y consistencia estratégica harán que los resultados hablen por encima de las voces gritonas que venden paja.  ¿Y por qué debería importarte? Pues porque como lo he dicho repetidamente, muchas veces el cliente no sabe lo que no sabe. ¿Tienes alguna duda respecto a la seriedad, expertise o pensamiento estratégico de la agencia con la que actualmente estás trabajando? Escríbeme  y con gusto te puedo platicar de cuáles son algunas de las señales que podrían evidenciar tus sospechas.  6. Los sitios web tendrán que ser máquinas de conversión Si mi predicción #1 se vuelve realidad (y estoy segurísimo de ella), este cambio forzará a los desarrolladores de sitios web a pensar en formas de diseño web a las que invité a considerar en un artículo que escribí en el 2024, titulado “ Sitios web con embudo de conversión: Cómo diseñarlos para generar más ventas ”. Sin meterme mucho al detalle (porque para eso está el artículo que te acabo de compartir) pero la predicción #1 forzará a los sitios web a considerar los diferentes customer journeys  de los distintos buyer personas  que se anticipe visitarán los espacios, desde el Home a las distintas páginas interiores, los diferentes widgets y otros elementos.  La arquitectura del sitio tendrá que considerar desde su estructura y sitemap cómo las diferentes secciones atienden a las fases de un embudo de conversión . El contenido tendrá que ser estratégico respondiendo a este diseño y en medida de lo posible, se tendrá que considerar toda la personalización de experiencias que sea viable y atractiva. Un sitio web sin estrategia, no será más que una tarjeta de presentación digital. 7. El activo más valioso en el marketing del 2027 será la confianza Con tantas variables, tantas aristas, tantos canales y tanto dinamismo (¿ya contaste la cantidad de veces que Instagram ha hecho cambios a sus características principales en lo que va del año?), será imposible que tú seas un experto en todo lo relacionado al marketing .  Los tiempos cada vez se acortarán más y tu enfoque tendrá que estar seguramente en lo que es el núcleo de tu producto, marca o servicio.  El activo más valioso será la confianza. Y por eso estarás enfrentando decisiones críticas en torno a quien confiarle la estrategia e implementación de tu plan de marketing.  ¿Cederás tu control a un bot de inteligencia artificial que no cuenta con capacidad de evaluar errores o asumir responsabilidad por sus outputs? ¿Recurrirás a un colectivo esporádico y trendy  pero sin estrategia, experiencia probada o autoridad? Una de las cosas que más me enorgullece de la agencia que hemos creado en Werko Marketing Solutions, es que (ya lo he compartido en otros artículos) preferimos negarte un servicio que venderte humo con tal de atender lo que estás expresando como una necesidad pero que sabemos que es inasequible.  Quedarles mal a nuestros clientes por diseño con tal de cobrar una factura, es algo que NO está en el ADN de esta agencia. Al final del día, lo único que se queda es tu reputación profesional y la confianza que lograste sembrar en tus clientes ante el honor y responsabilidad que te dan al permitirte interceder en sus empresas, marcas, productos y servicios.  Predicciones de marketing digital para 2027 Según nuestras predicciones de marketing digital para 2027, la industria no sólo será sobre tecnología, algoritmos o inteligencia artificial. Cobrarán bastante relevancia conceptos como confianza, estrategia, experiencia, autenticidad y expertise .  Las herramientas seguirán evolucionando y ojalá como nosotros todos los días, tú te diviertas enfrentando esta aventura transformativa que es y será, el marketing digital. Sobre el autor Arjan Shahani Socio Director en Werko Marketing Solutions y co-fundador de Shahani Initiatives . Cuenta con más de 20 años de experiencia en marketing de consumo y B2B, así como consultoría de negocios. Su enfoque principal es la rentabilidad de los negocios a través de mercadotecnia estratégica.

Elegir entre un ecommerce vs marketplace es una decisión más estratégica que técnica. Entender sus diferencias y para qué sirve cada uno es clave para tomar la decisión correcta. Cuando era estudiante de preparatoria, algunos de mis amigos empezaron a comprarse lo que en su momento fue la consola de videojuegos más avanzada: Sony Playstation 3. Los que eran más Team Xbox se compraban la Xbox 360. No podían faltar los que, además de una consola monstruosa, también tenían una portátil como el Nintendo 3DS o el PSP. Y cómo olvidarme de quienes desde aquel entonces ya eran fieles a jugar en una computadora: los PC Master Race. Me estoy desviando del punto al que quiero llegar. Para no quedarme atrás y poder jugar con mis amigos, empecé a buscar formas de hacer dinero. Comencé a trabajar los fines de semana en salones de eventos para bodas y… decidí empezar a vender productos en Mercado Libre. Fue así que pude ahorrar suficiente dinero para comprarme mi PS3 y eventualmente mi primera computadora de escritorio gamer. La realidad es que Mercado Libre actualmente no es la misma plataforma que era hace 15-20 años. Ahora es un marketplace mucho más regulado , lo que proporciona seguridad y confianza tanto a compradores y vendedores pero también pone más trabas y cobra más comisiones, así que ya no estoy seguro de que en tiempos actuales hubiera podido lograr lo mismo que pude lograr cuando estaba en prepa. Sé que seguramente estás en la misma disyuntiva, así que entremos de lleno al tema. ¿Le conviene a tu negocio poner un ecommerce propio o es mejor depender de un marketplace como Mercado Libre y Amazon? Tabla de contenidos Ventajas y desventajas del ecommerce Ventajas de tener tu propio ecommerce Desventajas de tener tu propio ecommerce Ventajas y desventajas del marketplace Tres modelos del marketplace Dropshipping Fulfillment by marketplace Retail ¿Qué opción es mejor: ecommerce vs marketplace? Ventajas y desventajas del ecommerce Tener tu propio comercio electrónico se ha vuelto un objetivo relativamente sencillo de llevar a cabo, ya que no requiere los grandes desarrollos web que hace un par de décadas todavía podían implicar. Ventajas de tener tu propio ecommerce Tú tienes el poder con tu propio ecommerce. Actualmente, existen plataformas como Shopify, WooCommerce, Magento y muchas otras que te permiten montar un comercio en línea, desde la carga de productos hasta establecer canales logísticos de envío de mercancía, en plantillas visuales atractivas. Lo mejor de todo es que tú tienes el control y la gestión de tu tienda en línea.  Así como el dueño de la tiendita de la esquina decide qué productos vender, en qué anaqueles, a qué precio y demás decisiones, tú tienes ese poder en plataformas como Shopify. Además, gracias a las múltiples integraciones que estos constructores tienen con otras aplicaciones - digamos PayPal - es todavía más fácil tener un comercio en línea bastante robusto. Hasta ahí todo suena muy bien. Si tan sencillo y seamless es montar un ecommerce en Shopify, no debe haber ningún inconveniente, ¿verdad? Desventajas de tener tu propio ecommerce La realidad con la que se topan muchos comerciantes durante la construcción o inclusive después del lanzamiento de su tienda en línea se puede resumir en los siguiente puntos: Escalabilidad compleja:  Si la oferta de productos es pequeña (digamos menos de 25-50 SKU) inicialmente, dar de alta estos productos con sus fotos, descripciones, precios, etc., no es mucho problema. Sin embargo, si eventualmente vas a manejar una mayor cantidad de productos con múltiples variantes de color, tamaño, material y demás, rápidamente puedes terminar con una tienda con más de 1,000 SKU. Esto, a su vez, no solo puede hacer más tardada la carga de productos sino la gestión misma, e inclusive puede aumentar el costo que plataformas como Shopify te cobran (digamos una comisión) por tener tu comercio en línea. El tráfico no llega solo:  A diferencia de un marketplace, el cual discutiremos más adelante, tener tu propia tienda online requiere un esfuerzo mayor para atraer usuarios al mismo. Y ese esfuerzo es 100% tu responsabilidad. Para ellos tendrás que hacer uso de una estrategia de marketing integral que te permita generar atracción, retención, compra y recompra.  Esto es: SEO, contenidos en redes sociales, publicidad pagada, email marketing y más. De lo contrario, es muy probable que no logres el éxito deseado. Dependencia técnica:  Como dije, montar un ecommerce en estas plataformas es relativamente sencillo, especialmente con la utilización de una buena plantilla que puedes personalizar. El problema es que mientras más funcionalidades y personalización le añadas, vas haciendo más compleja la construcción misma y, cuando ocurra un problema (te garantizo que los habrá), será igualmente complicado diagnosticar y resolver el problema. Más aún si consideramos que estos problemas requerirán de asistencia técnica de la plataforma o, en caso de las plantillas y plugins, de quienes los desarrollaron. Curvas de aprendizaje:  Asumiendo que tú, quien está leyendo mi artículo (muchas gracias, por cierto), eres quien construyó el ecommerce, posiblemente tengas un mayor entendimiento del mismo que otras personas en tu organización. Por lo tanto, te corresponderá a ti, o a quien sea que haya armado la tienda, en capacitar debidamente a quienes tendrán un rol en la gestión. En Werko Marketing Solutions, cuando realizamos un proyecto de ecommerce (como el de Euro Water Technologies ) nos aseguramos de capacitar al cliente y entregarle manuales y sesiones tutoriales para que pueda operar su tienda al entregársela. Confianza de la marca:  A menos que tu marca ya esté bien posicionada en el mercado y tus audiencias target te conozcan, tendrás que escalar cuesta arriba (como toda marca lo hace al inicio) para generar ese posicionamiento top of mind . Esto ya lo platicamos en el punto dos, pero no es solo generar tráfico, sino que con el tiempo, con las ventas y con el servicio postventa se pueda generar un sentido de seguridad y confianza hacia tu marca. Sin haber entrado todavía a los detalles de un marketplace, ¿será que la segunda opción es mejor? Ventajas y desventajas del marketplace Si bien existen múltiples marketplaces que ofrecen intermediación entre vendedores y compradores, como lo son Amazon México, Mercado Libre México, Liverpool, Coppel, entre muchos otros, las entrañas son muy similares una de otra. Para fines de esta sección, utilizaré Amazon México como ejemplo . Lo primero que hay que entender es que existen tres modelos principales de marketplace en Amazon y otras plataformas , cada una con sus ventajas y desventajas. Lo segundo es que, sea el modelo que elijas de los tres que te platicaré ahora y, entendiendo que quizás alguno de estos no aplica para otros marketplaces más que a Amazon, uno de los puntos focales de estas plataformas es entender cómo los usuarios buscan los productos . Sí, es cierto. Tener tus productos en Amazon o Mercado Libre te puede ayudar a que los usuarios encuentren tus productos más fácilmente al “colgarte” del tráfico y confianza que tienen estos. Sin embargo, este beneficio también lo tendrán tus competidores que estén en el marketplace. Para posicionarte mejor que la competencia, necesitas entender cómo los usuarios hacen las búsquedas de productos.  En otras palabras, cuáles son las keywords (palabras clave) que debes incluir en tus productos que hagan match con las búsquedas de los usuarios. Este concepto es muy similar a las famosas keywords de Google Ads. El tema de keywords bien podría ser todo un artículo por sí mismo pero solo quería mencionarlo brevemente aquí para que entiendan que inclusive dentro de un marketplace, el tráfico a tus productos no será automático. Ahora sí, pasemos a los... Tres modelos distintos de marketplace: Dropshipping En este primer modelo, el marketplace (Amazon México en nuestro caso) es tan solo un intermediario entre el vendedor y el comprador.  Es decir, Amazon no te compra mercancía (al vendedor), no almacena inventario y no se hace cargo de la logística de envío. En pocas palabras, tú eres responsable de hacer que tu negocio opere . Esto incluye elementos como el manejo de inventarios, almacenamiento, logística de envíos y devoluciones, generación de contenido relacionado a los productos (imágenes, fichas técnicas, descripciones, etc.) y más. Para no extenderme mucho, te comparto en una tabla las principales ventajas y desventajas de este modelo. No te preocupes, haré lo mismo para los otros dos modelos. Ventajas Desventajas Modelo sencillo de entrada No elegible para Amazon Prime No requiere inventario en bodegas del marketplace Menor tasa de conversión Menor inversión inicial El vendedor se encarga de casi toda la operación Útil para probar demanda y viabilidad comercial antes de escalar a otros modelos Experiencia postventa condicionada por las políticas del marketplace (arbitraje) Este modelo puede sonar muy parecido a tener un ecommerce propio, al menos en cuanto a la operación diaria se refiere. Lo anterior debido a que es el vendedor quien en el día a día asumirá la mayor parte del trabajo. La diferencia clave es que esta operación ocurre bajo el resguardo y las reglas del marketplace. ¿Será acaso que existen otros modelos en los que el marketplace asume la responsabilidad logística? La respuesta es un rotundo “sí”. Fulfillment by Marketplace (FBM) En este modelo, conocido en Amazon como FBA, el vendedor sigue siendo el dueño del producto. Es decir, no le está vendiendo su mercancía a Amazon. La gran diferencia con el modelo anterior es que le estarás pasando la chamba logística al marketplace.  Esto incluye almacenamiento de inventario, envíos y devoluciones. Además, el FBA ofrece beneficios interesantes en cuanto a experiencia de compra se refiere como el famoso Prime. De hecho, que tus productos aparezcan con la leyenda “Prime” generará mayor confianza en el usuario y aumentará las probabilidades de que compren. Ventajas Desventajas Eres elegible para Amazon Prime Alta dependencia de las políticas y tarifas (fees) del marketplace Mayor confianza percibida del comprador Capital inmovilizado en inventario enviado a bodegas del marketplace Mejor tasa de conversión Costos adicionales por devoluciones Menor carga logística para el vendedor Menor control operativo y logístico Escalabilidad sencilla por facilidades logísticas Costos recurrentes de almacenamiento en bodegas de marketplace El modelo Fulfilled by Marketplace se puede considerar una especie de punto medio entre el Dropshipping y Retail . El vendedor mantiene el control comercial, sus productos son suyos, pero delega la logística al marketplace para aumentar la tasa de conversión. Si el objetivo es dejar de operar el canal y pasar a colocar volumen de mercancía, el modelo en los marketplaces que debes considerar es el de Retail. Retail Ventajas Desventajas Venta directa al marketplace Márgenes significativamente menores Marketplace asume inventario, logística y devoluciones Control nulo sobre precios finales Sin operación diaria del canal Sin control sobre la experiencia marca-cliente Flujo de venta predecible, según acuerdo con el marketplace Alta dependencia del marketplace como comprador único Ideal para negocios con alta capacidad de producción Poder de negociación concentrado en el marketplace En resumidas cuentas, el modelo Retail representa la simplificación operativa dentro de un marketplace: el vendedor deja de gestionar este canal y su única preocupación es abastecer al marketplace de productos. Entendiendo cada uno de los tres modelos, nos podemos dar cuenta que vender en un marketplace no es una decisión que se toma por un solo factor, sino considerando una serie de elementos como operación logística, margen y control del canal . Con este entendimiento, tenemos más herramientas para poder responder la pregunta sobre qué opción es mejor: ecommerce o marketplace. ¿Qué opción es mejor: ecommerce vs marketplace? La realidad es que pensar que es entre blanco y negro sería caer en un error. En la práctica, es muy difícil (o imposible) decir que una opción es universalmente mejor que la otra. Lo que existen son los objetivos de tu negocio y los momentos distintos que el negocio está viviendo. Cada canal tiene sus fortalezas que ayudan a resolver problemas distintos y brindan beneficios diferentes. En pocas palabras, la clave es definir cuál es el que más hace sentido según la situación de tu negocio. Los marketplaces  suelen ser efectivos y utilizados para acceder de manera rápida  a una demanda existente y aprovechando el tráfico nativo de estas plataformas para aumentar la exposición y las probabilidades de convertir. Además, su infraestructura y capacidad logística ayudan a reducir las barreras de entrada. A cambio, el vendedor tiene que ceder cierto control sobre los precios, parte del servicio postventa (como la relación con clientes y procesos de devolución) y, en muchos casos, margen de ganancia. El ecommerce , en cambio, es un canal propio del vendedor que prioriza el control logístico y operativo. No solo eso, uno de los principales objetivos que el ecommerce busca alcanzar es la construcción de marca.   Una tienda en línea bien implementada permite brindar una experiencia diferenciada al cliente. Claro está, si se construyó de manera correcta en Shopify, WooCommerce y demás. Siendo todavía más estratégicos y pensando en el mediano y largo plazo, este canal provee una relación directa con el cliente y la recopilación de datos que se convierten en oro puro para esfuerzos de remarketing, programas de lealtad, promociones, etc.  Al final de cuentas, es más probable que asegures la rentabilidad de tu negocio si logras incentivar la captación de clientes nuevos Y la recompra de clientes actuales. Sin embargo, este control total que tienes sobre tu ecommerce implica que debes asumir mayores responsabilidades  en términos de logística, operación, marketing y, el crecimiento es posible que sea más gradual y no tan acelerado como en un marketplace. Vuelvo al punto: ¿uno u otro? No necesariamente.  Existen múltiples casos en los que los negocios optan por ambas opciones de manera conjunta , entendiendo el rol que cada uno cumple dentro de una estrategia comercial. El marketplace se convierte en un canal enfocado en volumen, mientras que el ecommerce se transforma en un canal de consolidación de marca, fidelización del cliente y se procura más el margen de ganancia. Más que preguntarse si es mejor vender en una tienda en línea propia o en un marketplace, la decisión correcta se toma con base en definir el rol de cada canal, medir su desempeño (pensando en métricas como rentabilidad neta, volumen, costos operativos, control y capacidad de escalar) y ajustar la estrategia con base en resultados. No es tanto de “en dónde se vende” sino en “por qué se vende” en cada canal. En pocas palabras: toma decisiones informadas y alineadas con los objetivos de tu negocio. Sobre el autor David Santos Especialista en Marketing Digital en Werko Marketing Solutions. Cuenta con 9 años de experiencia en marketing digital. Su enfoque principal es el monitoreo y análisis de data  para la gestión y optimización de campañas publicitarias digitales, sitios web y comercios en línea.

El dilema de la inversión en marketing: ¿qué conviene más, invertir en panorámicos o en marketing digital? Como agencia, nos hemos topado con que algunos clientes no dudarían en gastar $30mil pesos mensuales en un panorámico o anuncio espectacular, pero cuando sugerimos agregar a su inversión publicitaria mensual $10mil pesos a pauta digital, nos miran como si estuviéramos locos: “¿Cómo se te ocurre que gaste TANTO promocionándome en redes sociales?” Y sin embargo, a quien sea que le preguntes estará de acuerdo con que la publicidad en medios digitales vino a revolucionar por completo el panorama de la promoción de marcas y productos.  Si tú eres de los que se pregunta si debería invertir en panorámicos o en marketing digital y estás en el dilema de cuál de las dos es la inversión más eficiente para tu negocio, sigue leyendo. Marketing digital vs. marketing tradicional Analizando directamente cuestiones como costo mensual, impacto y medición, pareciera que la contienda la gana el marketing digital: Marketing tradicional Marketing digital Costo mensual Costo mensual de entre $25mil y $50mil MXN por 1 sólo anuncio espectacular Costo mensual variable, recomendado no menos de $5mil MXN Impacto Un anuncio espectacular, por ejemplo, es una apuesta por alcance masivo en una locación geográfica específica, y no puede ser segmentado, es decir, tanto clientes potenciales como personas fuera de tu target podrán consumir tu anuncio. El marketing digital te permite segmentar no sólo geográficamente, sino también por edad, nivel socioeconómico e intereses particulares, permitiéndote llegar a tu target en el momento y lugar adecuados. Medición La medición del éxito del marketing tradicional es difícil de cuantificar ya que no se tienen los medios para conocer con certeza el impacto directo de los anuncios. Permite medir la cantidad de vistas del anuncio, así como cantidad de clics, conversiones (es decir, cuántas personas te contactaron interesados en lo anunciado) y ROAS de la campaña. Sin embargo, es innegable que el marketing tradicional sigue siendo uno de los medios que mayor autoridad proporciona a las marcas. Vaya, no es lo mismo toparse a una marca exclusivamente en medios digitales, que verla viviendo también en espacios offline y es indudable que un panorámico que logra captar la atención, también representa posicionamiento autoritativo por su gran escala. Ventajas del marketing tradicional vs. marketing digital El marketing tradicional presenta la enorme ventaja de que ayuda a posicionar un producto o una marca como ningún otro: Impacto masivo: Los medios tradicionales como los anuncios exteriores (espectaculares, mupis, vallas), tienen un alcance masivo. Una campaña bien planeada y ejecutada a través de panorámicos puede posicionar un producto o marca en la mente de los consumidores con gran efectividad. El ejemplo perfecto: Los espectaculares de Fumigaciones Rangel. No hay persona en la ciudad de Monterrey que no pueda identificar inmediatamente la imagen de la cucaracha gigante. Conexión en el mundo real: Que los consumidores puedan ver tu marca en la vida cotidiana, por ejemplo en un espectacular camino a su casa, genera una conexión emocional que los medios digitales no siempre logran: que la marca es real. Los anuncios en medios tradicionales refuerzan la percepción de que tu marca está presente y que además es relevante en el mundo físico. Credibilidad y familiaridad: Muchos consumidores asocian los anuncios en medios tradicionales con marcas establecidas y confiables, lo que definitivamente es algo clave para generar ventas y retención de clientes. Aunque cada tipo de marketing, ya sea tradicional o digital, tiene sus ventajas, la clave del éxito radica en integrarlos estratégicamente y saber cuándo y dónde es necesario invertir en qué esfuerzos publicitarios. Lo mejor es hacer una combinación. No hay UN sólo esfuerzo que te llevará al éxito, el éxito se construye a través de una serie de esfuerzos coordinados a través de un Plan de Comunicación Integrada de Marketing . En pocas palabras: contar con un mix de marketing sólido asegurará que tu marca esté presente tanto en el mundo real como en el digital. Por ejemplo: A través de una campaña tradicional puedes generar reconocimiento masivo de tu marca, mientras que los esfuerzos publicitarios digitales pueden mantener el contacto y la interacción constante con una audiencia segmentada (que posiblemente ya esté familiarizada con tu marca porque la identifica de tus panorámicos) o incluso hacer esfuerzos de remarketing, donde una acción específica del usuario, detona que sea abordado en múltiples ocasiones y plataformas. Este enfoque holístico no solo te posicionaría como una marca sólida, sino que también crearía una experiencia más completa y memorable para tu audiencia. Marketing digital o tradicional ¿qué conviene más? ¿Conviene invertir en panorámicos o en marketing digital? Si cuentas con suficiente presupuesto para invertir en ambos, la respuesta es obvia: planifica un marketing mix que incluya a ambos esfuerzos, tanto marketing digital como tradicional, ya que te beneficiarás de los resultados de ambos. Sin embargo, si te estás haciendo la pregunta muy seguramente es porque cuentas con un presupuesto muy limitado. En ese caso, y salvo excepciones muy particulares, invertir en marketing digital será la opción más eficiente en términos de costo, alcance segmentado y medición de resultados con datos duros . Al final del camino, el mensaje que quiero que te lleves es que ambos esfuerzos publicitarios son valiosísimos , y hay que entender a qué etapas del funnel de marketing atienden para saber medir su efectividad. La publicidad tradicional y la digital funcionan, y existen porque funcionan. Ahora que si no estás muy segura o seguro de cuál es la estrategia que deberías tomar, ¡contáctanos! Nosotros te podemos ayudar.

Para que tu marca y negocio puedan aparecer en las respuestas de Inteligencia Artificial, deberás implementar una estrategia de GEO (Generative Engine Optimization) en tu sitio web. Esta optimización ayuda a que los LLMs puedan entender qué ofreces y considerarte como una opción de respuesta a preguntas relacionadas. Es incuestionable que el uso de Modelos de Lenguaje Extenso (LLM) como lo son Gemini, Perplexity o ChatGPT es cada día más popular. La tendencia indica que cada vez más personas, especialmente de generaciones más jóvenes, están realizando búsquedas utilizando la IA para hacer preguntas que antes hubieran buscado en Google o Bing .  Pero cuidado, no te vayas con la finta de que Google Search ha muerto, de hecho, actualmente sigue siendo el rey de las búsquedas en internet. Al cierre de 2025, Google registró más de 15 billones de búsquedas diarias , con aproximadamente el 90% del mercado de búsquedas ; mientras que ChatGPT (el LLM más popular) registró apenas entre el 3 y 8% de las consultas en forma de búsqueda de manera diaria (Goodwin, D. 2025). A pesar de que al día de hoy Google sigue dominando, el pronóstico es que más pronto que tarde, las Inteligencias Artificiales cada vez vayan ganando más terreno en búsquedas de productos, servicios, y marcas. Y es justo por eso que es de vital importancia que te adelantes a los hechos y busques que HOY tu sitio web no solamente tenga optimización SEO (Search Engine Optimization, para ser encontrado por el bot de Google y Bing) sino también optimización GEO (para ser encontrado y sugerido por IAs). Tabla de Contenidos ¿Cómo aparecer en las respuestas de Inteligencia Artificial? Estructura tu contenido para "máquinas" Refuerza tu E-E-A-T (Experiencia, Expertise, Autoridad y Confianza) Optimiza para Lenguaje natural Diferencias entre GEO y SEO ¿Por dónde empezar a optimizar GEO en tu sitio? ¿Cómo aparecer en las respuestas de Inteligencia Artificial? Para aparecer en las respuestas de LLMs como ChatGPT, Gemini o Perplexity, deberás implementar una estrategia de GEO adicional a tu estrategia de SEO . Por lo tanto, deberás contar con un sitio web bien estructurado, generar y publicar contenido original de alta relevancia en él  (tanto de tus productos/servicios, como contenidos que reflejen tu autoridad en tu ramo), y mantenerlos actualizados para que los crawlers (los bots de IA que van y buscan información en internet) lo consideren un sitio de suficiente autoridad como para ser citado en las búsquedas y consultas. Hacer esto más pronto que tarde es una ventana de oportunidad muy grande para ti. En un futuro próximo, muchas más personas se van a dar cuenta de lo importante que es que un sitio web sea encontrable por los motores de búsqueda y LLMs, pero al día de hoy, son muy pocos los que lo han optimizado para ello. Esto te da a ti la ventaja por encima de tus competidores que aún no han implementado SEO y GEO en su sitio. Así que no esperes más y revisa la siguiente serie de recomendaciones que te ayudarán a implementarlo en tu página web: Estructura tu contenido para “máquinas” Ejemplo del tipo de campos que debe contener un Schema Markup de Producto. Los LLM no tienen la capacidad de abstraer el contenido de las páginas web solamente leyendo el texto que está en ellas (no son inteligentes y no razonan) así que hay que ayudarles a comprender lo que está en tu sitio a través de formatos que son más “amigables” para ellos.  Sitio con buen SEO:  Debes asegurarte que tu sitio cuente con el SEO adecuado , con título HTML optimizado, estructuras en sus títulos H1-H6, estrategia de palabras clave, incluir metadescripciones y atributos Alt, etiquetas de idioma correcto, optimización de imágenes, backlinks y protocolos de seguridad actualizados. El GEO no vino a sustituir al SEO, vino a expandirlo. Formato Pregunta-Respuesta: En tus contenidos del sitio usa encabezados (H2 y H3) en forma de pregunta, por ejemplo “¿Qué alcance tiene la solución X?”, seguido de una respuesta clara y concisa en formato de Párrafo. Da respuestas específicas a preguntas de nicho en tus contenidos. Usa listas y tablas:  Los crawlers de LLM leen mejor los contenidos que están enumerados o en bullets, así como estructurados en tablas de contenidos. Usa datos estructurados de Schema Markup:  Incluye código en las páginas de tu sitio en formato JSON-LD para indicarle exactamente a los motores de IA y de búsqueda qué es lo que está en la página que está viendo, y así, pueda diferenciar entre un FAQ, un artículo de blog, un producto, etc. Incorpora un archivo LLMs.txt  a tu backend si la plataforma en la que está hospedado tu sitio web lo permite. Esta es una táctica relativamente nueva y por su bajo grado de adopción actual (en sitios web que existían antes de que surgieran los LLMs.txt y por desatención no se han actualizado), es una clara ventaja para quien la aprovecha. Refuerza tu E-E-A-T (Experiencia, Expertise, Autoridad y Confianza) Modelo E-E-A-T Como ha explicado mi socio Arjan en artículos pasados , el E-E-A-T  (Experience, Expertise, Authoritativeness, y Trustworthiness) es una serie de “reglas” que los buscadores (y ahora también los LLM) utilizan para rankear si un contenido en un sitio web es de valor o no. Cuando se está bien rankeado en E-E-A-T los buscadores y los LLM determinan que tu sitio es percibido como de autoridad en su ramo, y por lo tanto, es mucho más probable que lo lance como respuesta en las consultas de los usuarios. Además de esto: Menciones externas:  Es importante que tu sitio no sólo tenga backlinks de sitios de confianza referentes en tu industria (ligas a tu sitio desde páginas como rankings, blogs, noticias, foros, etc.) sino también que en general se tenga un consenso digital positivo alrededor de tu marca, ya que las IAs usan este tipo de fuentes confiables para entrenar a sus modelos. Por eso este es uno de los factores más importantes que consideran los crawlers de los LLM para citar a tu página web. Citas y referencias:  Respalda tus argumentos y afirmaciones con fuentes confiables y datos duros, y da crédito a ellos a través de inclusión de referencias. Esto ayuda a construir credibilidad en lo que dices y a convertirte en una referencia tú mismo. Hecho por humanos:  Los buscadores y LLM pueden detectar si tu sitio tiene información generada con IA, y si encuentran que efectivamente estos fueron generados con una Inteligencia Artificial te “castigan” bajando tu ranking E-E-A-T. Es por eso que insistimos a nuestros clientes a no caer en la tentación de generar sus contenidos con IA. Optimiza para Lenguaje Natural Ahora las personas ya no hacen búsquedas como “restaurante barato Monterrey”. Ahora preguntan: “¿Cuál es el mejor restaurante para ir a celebrar un cumpleaños en Monterrey, que no esté caro?” No uses keywords cortas:  Usa “long-tail keywords”, es decir, palabras clave largas o compuestas y utilizando lenguaje conversacional. Actualiza tu contenido:  Los LLM priorizan información reciente, así que no construyas tu sitio web y lo abandones. Debes dar mantenimiento constante, y generar contenido de alto valor de forma periódica para seguir alimentando tu posicionamiento. Dicho lo anterior, quiero darte un breve resumen (que además me va a ayudar a posicionar este artículo para GEO 😉): Diferencias entre GEO y SEO SEO GEO Te ayuda a que los bots de navegadores como Google y Bing, encuentren tu sitio web cuando alguien hace una pregunta. Te ayuda a que los crawlers de LLM como ChatGPT, Gemini o Perplexity, encuentren  y refieran t u sitio web cuando alguien consulta. Se enfoca más en keywords o palabras clave Las palabras clave cortas importan menos, y es mejor usar long-tail keywords y lenguaje natural Los backlinks son importantes, así como la calidad o autoridad de dicho backlink Además de backlinks, es más importante la mención de sitios externos relevantes (ser mencionado en otros sitios de alta relevancia y autoridad) Se guía por consultas abiertas Se guía por preguntas muy específicas Busca ranking y tráfico al sitio Busca autoridad, menciones y visibilidad de respuestas Debes tener configurada correctamente tu estructura de títulos, metadescripciones, etc. Además de tener configurada correctamente tu estructura para SEO, también deberás incluir Schema Markups y FAQ. ¿Por dónde empezar a optimizar GEO en tu sitio? Como socia de una agencia de marketing, creo que el punto de arranque es entender el enorme valor que te dá contar con un sitio web bien estructurado que incluya SEO y GEO, versus un sitio web barato que no incluye nada de esto. Hay muchas agencias que ofrecen sitios web sin SEO ni GEO, “ porque el cliente no lo pidió ”, “ porque el cliente no sabe qué es eso ” o “ porque sólo sé diseñar sitios bonitos, no optimizados ”. Pero déjame decirte que entregarte un sitio así es como si te vendieran un automóvil sin motor. Es mucho más barato, sí, pero no anda.  Así que mi recomendación es que te acerques a una buena agencia de marketing que de entrada te ofrezca tanto optimización tanto SEO como GEO, y que sepan de qué están hablando. Y ojo, no te estoy diciendo “vente con nosotros”. Si esta información te ayuda a entender más qué es lo que necesitas, con eso me voy contenta. Lo que me gustaría es que esto pueda ayudarte a tener más armas para que no te “estén picando los ojos”.  Ahora, si quieres que platiquemos y revisemos cómo anda tu sitio con respecto a SEO y GEO, con muchísimo gusto podemos hacer un diagnóstico de tu página para que te asegures de que estás tomando ventaja de estas nuevas tecnologías. Fuentes: Google is still 210x bigger than ChatGPT in search How do you make your product show up in AI answers, not just Google search? Schema.org Lenguaje de marcado de datos estructurados que admite la Búsqueda de Google Sobre la autora Carolina Trevizo Socia en Werko Marketing Solutions que cuenta con una amplia y variada experiencia de más de 18 años en empresas B2B con marketing estratégico, Project Management, análisis de data  para la gestión de publicidad, producción audiovisual y diseño gráfico.

"Mi reflexión al cierre de este ciclo es que ha sido uno de los años más dinámicos, caóticos y evolutivos tanto en mi vida como en mi proyecto profesional y por ello, estoy infinitamente agradecido." El 2025 hizo y deshizo a los actuales jugadores en la industria del marketing. Nos retó como nunca antes y nos demostró una y otra vez que las reglas del juego iban a estar cambiando todos los días. Quienes entendimos el reto y supimos enfrentarlo, tenemos muchas razones para celebrar y muchos “MIL GRACIAS” que expresar. Para Werko, el 2025 fue un año de innovación, transición y crecimiento. A veces se sentía que estábamos cambiando el motor del carro mientras estaba en una carrera y no dejaba de acelerar. Pero encontramos las formas de seguir y de entregar nuestro mejor desempeño a favor de los clientes que depositaron en nosotros su confianza. 2025: Un año decisivo para el marketing El 2025 fue en muchos sentidos nuestro “Maiden Voyage” . Si bien la marca y la agencia en sí nacieron a mediados del 2024, fue en el ’25 que tomamos una serie de decisiones y definiciones estratégicas en torno a la evolución de nuestro menú de servicios. También invertimos en un equipo de talento dedicado y establecimos partnerships y licenciamientos con proveedores de confianza para poder transferir valor a nuestros clientes. Revisitamos la estrategia de proyección de nuestra marca. En muchos sentidos, le inyectamos frescura y mayor valor para nuestros clientes y prospectos. Estoy muy orgulloso de que en este año aprendimos, adaptamos y seguimos retando a la industria a ser mejor. Sin temor a equivocarme, creo que la inversión que hicimos al constantemente generar y compartir conocimiento a través de distintos medios y canales para apoyar a nuestras audiencias sin tener que cobrar por ello, es uno de los mayores distintivos y generadores de confianza de Werko Marketing Solutions . Como tal, nos compromete a seguir haciéndolo en el 2026. Resultados y logros que marcaron nuestro camino en 2025 En Social Media , logramos más de 83 millones de impresiones para los más de 100 perfiles que administramos de nuestros clientes. También alcanzamos 3.7 millones de videoviews, 1 millón de impactos de conexión (engagement) y más de 450 mil clics a ligas orgánicas. Específicamente en LinkedIn , mantuvimos una tasa de interacción arriba del 15%, muy por encima del promedio mundial de 5% reportado por la red misma. Gestionamos y monitoreamos el Ad Spend en redes sociales de más de $4 millones de pesos. Logramos Costos por Millar de Impresiones de $56 pesos, Costos por Interacción de $1.1 pesos y Costos por Clic de $4.67 pesos. A través de Google Ads , logramos +250 mil impresiones para nuestros clientes, con más del 80% en Top of Page y un Costo por Clic de $8 pesos. Esto es muy por debajo del promedio global de entre $45 y $153 pesos en industrias B2B, donde operan la mayoría de nuestros clientes a quienes ofrecemos este servicio. Hicimos más de 100 auditorías a sitios web para evidenciar oportunidades en Optimización para Motores de Búsqueda y Agentes de Inteligencia Artificial . Los clientes que nos pidieron apoyo para corregir errores, rediseñar sus sitios y/o lanzar sitios web nuevos, hoy cuentan con un footprint digital traído al presente y listo para el futuro. Apoyamos a más de 40 marcas para registrar y proteger su propiedad en el Instituto Mexicano de la Propiedad Industrial. Estamos convencidos de que al quitarles obstáculos de su camino, ofreciendo servicios a precios muy por debajo de un mercado inflado por la profesión legal, impulsamos su profesionalización y permanencia. Nos entregamos y comprometimos a los proyectos de 30 clientes de diferentes escalas, industrias y necesidades . Tuvimos la fortuna de trabajar con líderes de las principales industrias en México y por primera vez, abrir mercado con clientes en Estados Unidos. Modernizamos nuestros servicios y frameworks, incorporando de manera responsable y útil, componentes de inteligencia artificial para hacerlos más dinámicos, esbeltos y sin sacrificar calidad . Fortalecimos la calidad de nuestro delivery en plataformas de redes sociales renovando nuestro partnership con Sprout Social. También incrementamos tasas de desempeño en Email Marketing utilizando machine learning con Brevo. Aprendimos nuevas formas de diseñar en Web para generar tracción en motores de inteligencia artificial como Gemini, Perplexity y ChatGPT, exponenciando el tráfico de dichas plataformas a los sitios web de nuestros clientes. Cumplimos con el compromiso de mantener a nuestros clientes y prospectos actualizados respecto a tendencias, oportunidades y nuevos retos a través de nuestros artículos quincenales y el podcast “Cierre de Semana” . Este último creció 57% en audiencia y 223% en tiempo escuchado en el 2025. Spotify reconoció la retención de nuestra audiencia, etiquetando “Cierre de Semana” como un “ 2025 Marathon Show ” al ser escuchado por 80% más tiempo que el resto de los podcasts. También fue un “ 2025 Fan Fave ” por tener un rating más alto que 75% del resto de los podcasts y un “ 2025 Most Shared Show ” al recibir más acciones de “Compartir” por nuestros usuarios que el 95% de los podcasts en Spotify. Nuestros estudios de mercado y diagnósticos de footprint digital brindaron inteligencia respecto a fortalezas, debilidades, áreas de oportunidad y potencial de los productos y servicios de clientes versus competencia. En especial disfruté que gracias a uno de estos proyectos, un cliente tomó la decisión de transformar completamente la arquitectura de su marca previo a lanzarla. Iba a cometer el error de presentarse como un lookalike de su competidor con un nombre que no conectaba y no lograba diferenciarse con base a su propuesta de valor particular. Fuimos invitados a tres diferentes foros para hablar con jóvenes y universitarios respecto a la vida profesional y el futuro del marketing. Estos espacios nos permitieron estar más cerca de las nuevas generaciones y ver con mucha esperanza lo que se está cocinando en términos de talento disponible. ¿Qué entregamos al mercado en 2025? Cuando iniciamos Werko Marketing Solutions, mi socia Carolina y yo teníamos claro que queríamos retar a las agencias de marketing a ser mejores. Queríamos cambiar las reglas del juego y, a través del ejemplo, invitar a otros a ser más cliente-céntricos y dejar atrás la ley del mínimo esfuerzo que parece estarse volviendo la norma en otras agencias. Así lo plasmó Caro en su primer artículo bajo nuestra nueva marca “Werko”, titulado Carta de amor a la mercadotecnia . Reunión de Werko Marketing con clientes (2025). Fieles a esta convicción, en el 2025 nuestros clientes nos permitieron apoyarles con (entre otros): Arquitectura de Marca basados en nuestra metodología probada y centrados en insights alrededor de los consumidores target y su vinculación con los beneficios, RTBs y personalidad y voz de marca más efectivos. Planes y Frameworks de Marketing directamente ligados a sus objetivos de negocio , funnel comercial y visión omnicanal. Estudios de Tendencias y Competidores con claras recomendaciones y accionables de valor para los clientes, encontrando los espacios abiertos para que puedan capitalizar oportunidades. Sitios web y tiendas de e-commerce que no solo satisfacen en el front end y cumplen las necesidades comunicacionales de los clientes, sino que están diseñadas para incentivar conversión con una lógica de embudos comerciales. Cuidamos cumplir con los más altos estándares auditables de SEO y GEO. Estrategias e implementación de campañas y comunicación en canales digitales, redes sociales y motores de búsqueda . Siempre atendemos a la máxima de que “nuestro cliente siempre entiende el por qué de cada uno de los impactos en la estrategia y no solo lo entiende, sino que lo medimos, reportamos y tomamos decisiones en conjunto.” Y muchas otras cosas más … Pero más importante que los QUÉS, están los CÓMOS. Sin necesidad de dar demasiados detalles, creo que la prueba de mayor valor es la satisfacción de nuestros clientes , expresada en calificaciones de feedback de 9.8/10 y en palabras como las siguientes: Nuestros CÓMOS son los que nos hacen diferentes, preferidos y por ello, muy orgullosos. Estos y otros servicios que entregamos al mercado hicieron que en el 2025 las marcas de nuestros clientes se volvieran más veloces, más inteligentes y más consistentes , elevándose a la expectativa y la altura de sus consumidores más exigentes. Los principales aprendizajes de marketing 2025 para Werko Sin duda, el 2025 significó mucho crecimiento. Su volatilidad nos forzó a aprender mucho y muy rápido. Pero más allá de platicarte de todas nuestras certificaciones y nuevas capacidades en relación a inteligencia artificial, quiero mencionar los aprendizajes de marketing 2025 más trascendentes: APRENDIMOS A DIVERTIRNOS MÁS con nuestros clientes, socios y colegas. Nos hicimos, en muchos sentidos, un equipo más fuerte por ello. APRENDIMOS A APRENDER más rápido, dejando atrás el miedo a incorporar nuevas y mejores formas de trabajar en nuestras propuestas y proyectos. APRENDIMOS A INVERTIR en mejores tecnologías. Aunque nos costara más, nos hicimos de una infraestructura de herramientas que nos permiten construir mejores entregables que los de nuestra competencia. Desde nuestro CRM, herramientas de programación digital, motores de auditoría, paquetes de diseño y demás, nos aseguramos de darle al equipo lo que necesitan para dar lo mejor de sí… y me llena de orgullo decir que se nota. APRENDIMOS A RETARNOS MÁS , con servicios nuevos, abriendo fronteras y buscando siempre el CÓMO SÍ. Sin temor a herir susceptibilidades en nuestros diálogos internos, entendemos que así es como mejor damos valor a los clientes. APRENDIMOS A ESTAR AL DÍA Y ANTICIPARNOS A TENDENCIAS . Fuimos de los primeros en entender cómo SÍ y cómo NO usar asistencia de IA en marketing. Generamos un músculo diferenciado en AEO (Answer Engine Optimization), creando contenidos multiplataforma y multiformato de manera integral (Short Form + Podcast + Long Form + Web). Adoptamos tendencias tempranas de desarrollo web con animación mobile-first y aprovechamos markups de Schema para relevancia local. No somos celosos respecto a nuestros aprendizajes de marketing 2025 y los compartimos a través de nuestros múltiples artículos, newsletters, podcasts y en conversaciones con clientes y prospectos. Enfocados en nuestra filosofía de servicio hacia los clientes que nos regalan su confianza, aprendimos que crecer a la par de ellos es un privilegio . Aprendimos que entregarles nuestra máxima creatividad es nuestro mayor regalo. En un contexto con demasiado ruido banal, la profundidad y el expertise se distinguen y nuestros clientes lo agradecen. Mientras que la tecnología es una gran herramienta, las historias increíbles siguen siendo el mayor diferenciador. Las marcas que ganan son las que entienden lo importante de la autenticidad más allá de decirse auténticas. Nuestra visión y compromiso para el 2026 Si el 2025 fue transformacional y logramos aprender tanto, lo único que hace es motivarnos para asumir un compromiso mucho mayor con el futuro del marketing. Nuestra promesa cliente-céntrica y nuestros diferenciadores seguirán con su camino y dirección, pero acelerarán el paso porque estamos listos para ello. En el 2026: Manteniendo una dirección humana, autenticidad y creatividad reales, adoptaremos más de lo que la revolución de inteligencia artificial nos ofrezca . Pero SIEMPRE partiendo de ENTENDER PRIMERO, ADOPTAR DESPUÉS . No queremos cometer los errores garrafales de algunos de nuestros competidores al ceder su esencia a la autogeneración. Desarrollaremos más metodologías propietarias de Werko Marketing Solutions, como el Brand Strategy Map y nuestro Diagnóstico de Footprint Digital . Hemos visto el valor agregado y diferenciado que entregan a nuestros clientes. Seguiremos incorporando el feedback de nuestros clientes para fortalecer procesos y conectar estrategia con implementación. Aprenderemos más de nuestros clientes y las industrias en las que operan. Queremos seguir ofreciendo los servicios de Werko de la mejor manera posible y con el mayor entendimiento de sus necesidades y retos contextuales. ¡Así que GRACIAS! A nuestros clientes que en el 2025 abrieron sus puertas y nos dieron la confianza para promover y hacer crecer sus marcas. A quienes nos retaron a darles siempre el 120% y nos agradecieron por cumplir nuestras promesas. A nuestros clientes futuros con quienes ya tenemos compromisos para el 2026 y con aquellos con los que aún no hemos entrado en contacto. Descubrir con ustedes lo que el futuro nos depara será una gran aventura que estoy seguro disfrutaremos juntos. A nuestros partners y compañeros de trinchera en distintos proyectos, con especial mención a los equipos de MBM, Wow Factory, Wix, Google, Sprout Social, Shopify, Brevo y Odoo. En el 2025 construimos juntos y estamos seguros de que el 2026 nos traerá muchas oportunidades de seguir haciéndolo. Al equipo de Werko Marketing Solutions , por toda su entrega, compromiso y por compartir una visión y filosofía de trabajo. Los arquitectos de la magia son ustedes y no dejaré de agradecerles por tantos momentos en que dicha magia me ha dejado sin palabras. Y gracias a mi familia , por apoyarme a hacer lo que me apasiona, en ocasiones a costa de nuestro tiempo juntos. Y a ti que me haces el favor de leer estas líneas y llegaste hasta este punto, MIL GRACIAS por tu atención y mis mejores deseos para tus proyectos en 2026.