What is trade marketing: strategies, examples and how to measure results

by Miriam Lopez | Oct 19, 2026 | Digital marketing

Trade marketing exists because an excellent product can fail if nobody sees it. This happens all the time in physical stores. Between designing a product and getting it into the shopper’s basket there is a critical gap. What’s more, traditional marketing...

Trade Fair Stands in Madrid: Types, Budget and How to Choose a Stand Design and Installation Company

by Miriam Lopez | Oct 12, 2026 | Digital marketing

Madrid hosts a large share of Spain’s trade fair calendar thanks to IFEMA. As a result, every few weeks dozens of brands have to make key decisions. They must define which type of stand they need, how much it will cost and who to hire. These are three...

Sensory Marketing at the Point of Sale: How It Influences Sales

by Miriam Lopez | Oct 5, 2026 | Blog ENG, Digital marketing, Grupo WDi Corporate

Sensory marketing at the point of sale uses smell, sight, hearing, touch and taste to influence the purchase decision. A store with carefully chosen scents, the right music and well-planned lighting keeps customers in store for longer and increases the average basket...

BTL Brand Activation: The Complete Guide for Brands in 2026

by Miriam Lopez | Sep 21, 2026 | Digital marketing

A BTL brand activation is the essential experiential strategy for connecting with audiences through direct, memorable, non-mass actions. BTL (Below The Line) activation drives engagement, builds recall and directly influences purchase decisions in physical spaces. By...

Phygital marketing: what it is and how to apply it at the point of sale

by Miriam Lopez | Sep 7, 2026 | Digital marketing

Phygital marketing, what it is and how to apply it at the point of sale: it is the strategy that brings together the best of the physical world and the digital environment to transform the shopping experience in retail. It combines the immediacy, immersion and...

Retail Media: What It Is and Why Brands Invest in It

by Miriam Lopez | Aug 31, 2026 | Blog ENG, Digital marketing, Grupo WDi Corporate

Retail media is advertising that brands buy directly from retailers, within their websites, apps and physical stores. It uses the retailer’s own data to show ads just before the moment of purchase, which improves targeting and makes it easier to measure the real...