¿Para quién crees que creas? - Nicolás Ortega

Who are you really creating for?

When it comes to content or product creation, it's crucial to reflect, "Who do you think you're creating for?" This is a question that many creatives and agencies must constantly ask themselves. The challenge lies in changing the perspective of seeing our audience as mere consumers, towards the vision of active users, who interact, evaluate and finally, choose our proposals.

What is the difference between a consumer and a user?

The difference can be compared to the famous video game characters: Pacman and Mario Bros. While Pacman simply consumes, Mario Bros. explores, interacts and makes decisions. This change in perspective is essential to understand who we are targeting today. In the digital age, our customers are users who are looking for experiences and not just mindless consumption.

How has the consumer world changed?

The consumer environment has changed radically, accelerated by events such as the pandemic. These changes were not only brought about by technology, but by a transformation in how people interact with it. Examples of this evolution are evident in the music and television industries: from radio to Spotify, from traditional television to Netflix. This transformation is not just technological; it is cultural.

What can we learn from market trends in Colombia?

Colombia has been a fascinating example of how new business models have redefined entire categories. Stores like D1 have changed the way Colombians shop for everyday products, disrupting the traditional dynamics of neighborhood stores. The same has happened in the hamburger industry with Home Burgers taking center stage over traditional brands like El Corral, thanks in part to viral word-of-mouth and digital platforms like Rappi.

How are new business models impacting?

Models such as Tostao', a cheaper alternative to established coffee shops such as Starbucks, not only altered the coffee market in Colombia, but also expanded it. They dynamized the category, increasing interest in coffee consumption and obliging traditional brands to adapt and rethink their communication strategies and connection with consumers.

How do communication strategies adapt?

Traditional advertising strategies are neither sufficient nor effective in this new scenario. Faced with an audience that increasingly uses adblocks and prefers to pay for services to avoid ads, it is imperative for brands to be relevant and creative when communicating. Relevance and added value must be at the heart of any engagement strategy.

How to adopt growth hacking?

The concept of Growth Hacking offers an innovative and adaptable approach to this new business reality. This approach focuses on understanding the complete user experience, from acquisition to retention and referral. Brands must provide continuous and resonant value to maintain user loyalty and engagement.

Ultimately, being aware of who we are creating for is vital. Understanding and connecting with the real audience will allow us to not only survive in the changing environment, but to thrive and stand out. It's time to be more like Mario Bros and less like Pacman, providing experiences and not just information!