{"id":570,"date":"2026-10-01T17:05:18","date_gmt":"2026-10-01T22:05:18","guid":{"rendered":"https:\/\/ecoartescolombia.co\/?page_id=570"},"modified":"2026-10-01T17:33:26","modified_gmt":"2026-10-01T22:33:26","slug":"glosario","status":"publish","type":"page","link":"https:\/\/ecoartescolombia.co\/en\/glosario\/","title":{"rendered":"Glossary"},"content":{"rendered":"
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Glossary \u00b7 44 terms<\/p>\n\t\t\t\t\t

Glossary of
terms<\/em><\/h1>\n\t\t\n<\/div>\n
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Everything we do has a name. Here we explain, in simple words, what each concept in our services means.<\/p>\n\t\t\t\t\t

When you see a term with \u00abSee more\u00bb in the catalog, it will take you straight to its definition.<\/p>\n\t\t\n<\/div>\n\n<\/section>\n

\n \t\t\tAll<\/span>\n\t\t\t\t\tBranding and Marketing<\/span>\n\t\t\t\t\tWeb Development<\/span>\n\t\t
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Branding and Marketing<\/h2>\n\t\t\t\t\t

01 \/ 02 \u00b7 37 terms<\/p>\n\t\t\n<\/div>\n

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Brand DNA<\/h3>\n\t\t\n<\/div>\n
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At Studio Ecoartes we define your brand's DNA. We work to identify and establish the traits that make it unique, such as its mission, vision, values and personality. This process gives us a solid base on which we build every communication and marketing strategy.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Competitor analysis<\/h3>\n\t\t\n<\/div>\n
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We carry out a detailed analysis of your competitors to understand the market landscape. We study the strengths and weaknesses of other brands to identify the opportunities that will let you stand out and improve your positioning.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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\n \t\t\t03<\/span>\n\t\t\t\t\t

Trafficker consulting<\/h3>\n\t\t\n<\/div>\n
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We offer specialized consulting with a trafficker to optimize your ad campaigns. Our digital advertising expert makes sure every ad is fine-tuned to maximize its performance, increase traffic to your site and meet your brand's business goals.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Naming and slogan consulting<\/h3>\n\t\t\n<\/div>\n
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We support you in creating the perfect name (naming) and a powerful slogan. We make sure both reflect the essence of your brand, are memorable and communicate clearly and effectively what you offer the market.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Advertising campaign<\/h3>\n\t\t\n<\/div>\n
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At our agency we design and run custom advertising campaigns for your brand, using different communication channels such as social media, online advertising and more. We make sure your message reaches your target audience effectively, creating impact and results.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Brand concept<\/h3>\n\t\t\n<\/div>\n
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We help you define your brand concept. We set its identity and purpose so that everything related to your brand is aligned and resonates with your audience.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Content strategy<\/h3>\n\t\t\n<\/div>\n
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We design a content strategy that goes beyond creating posts: valuable, relevant and engaging content that connects with your audience and strengthens its relationship with your brand.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Color scheme<\/h3>\n\t\t\n<\/div>\n
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We carefully select the colors that will represent your brand. The colors are not only attractive, they are also chosen to evoke emotions and help your brand stand out in consumers' minds.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Electronic signature<\/h3>\n\t\t\n<\/div>\n
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We implement an electronic signature that guarantees the authenticity and security of your digital documents. This lets you handle agreements and communications with clients and partners quickly and reliably.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Communication guide<\/h3>\n\t\t\n<\/div>\n
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We develop a communication guide for your brand that sets how it should speak to its audience on every channel. We define the tone, key messages and style so your brand speaks consistently and effectively in every interaction.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Iconography<\/h3>\n\t\t\n<\/div>\n
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We create unique iconography for your brand, using icons and graphic elements that represent your values, services and products simply and clearly. These visual elements are key to fast, effective communication.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Moodboard<\/h3>\n\t\t\n<\/div>\n
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We put together a moodboard that gathers all the visual inspiration for your brand. From colors to typefaces, we help you define a clear visual style that shows in every aspect of your brand and connects with your audience.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Brand manual<\/h3>\n\t\t\n<\/div>\n
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A brand manual is a document that sets the guidelines for the correct visual and verbal representation of a brand, ensuring coherence and consistency across every element of its identity (logo, typography, colors, tone of voice, etc.) at every touchpoint with the public.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Brand patterns<\/h3>\n\t\t\n<\/div>\n
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We develop brand patterns that work as a visual extension of your identity.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Market segmentation<\/h3>\n\t\t\n<\/div>\n
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We segment the market to identify and divide your audience into groups with similar traits and behaviors. This lets us design tailored strategies that reach each segment of your audience more effectively.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Brand tone and voice<\/h3>\n\t\t\n<\/div>\n
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We define your brand's tone and voice. The tone sets how your brand communicates, whether friendly, professional or fun, while the voice defines its personality and how it stays consistent across all communications.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Corporate vision and values<\/h3>\n\t\t\n<\/div>\n
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We help define your brand's vision and values, creating a framework that guides every strategic and communication decision. The vision projects your brand's future, while the values set the beliefs that guide its culture and behavior.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Storytelling<\/h3>\n\t\t\n<\/div>\n
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We build your brand's story: where it comes from, what it stands for and why it exists. A well-told narrative connects emotionally with your audience and makes people remember and choose your product or service.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Value proposition<\/h3>\n\t\t\n<\/div>\n
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We clearly define what problem your brand solves and why choosing you is better than choosing the competition. It is the core message that supports your prices, your communication and your sales.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Brand positioning<\/h3>\n\t\t\n<\/div>\n
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It is the place your brand holds in your clients' minds compared with the competition. We work on it with market analysis and strategy so people see you for what truly makes you different.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Target audience<\/h3>\n\t\t\n<\/div>\n
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It is the group of people you want to reach with your brand. We study their needs, interests, behaviors and the way they communicate so every message reaches the people who can actually buy from you.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Art direction<\/h3>\n\t\t\n<\/div>\n
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It is the visual criteria that guide how your brand looks and feels in all its pieces: color, photography, composition and style. It ensures everything you publish is coherent and reflects your value proposition.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Isotype<\/h3>\n\t\t\n<\/div>\n
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It is your brand's icon or symbol, without text. We design it to work on its own in small spaces, such as your social media profile picture or the seal on a package.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Brand<\/h3>\n\t\t\n<\/div>\n
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It is the family of letters we choose for your brand, for headings and body text. A good typeface choice conveys your business's personality and improves legibility in any medium.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Unboxing<\/h3>\n\t\t\n<\/div>\n
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It is the experience of opening and receiving your product: box, wrapping paper, labels, stickers and inner stationery. We design it so the client perceives more value from the very first moment and wants to share it.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Sales dossier<\/h3>\n\t\t\n<\/div>\n
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It is a presentation document for your company, digital or printed, that explains who you are, what you offer and why to choose you. It supports the sales process with potential clients or partners.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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P.O.P. material<\/h3>\n\t\t\n<\/div>\n
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P.O.P. stands for Point of Purchase. These are your brand's printed contact and promotional pieces: business cards, flyers, brochures, menus and corporate stationery.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Feed<\/h3>\n\t\t\n<\/div>\n
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It is the set of posts shown on your Instagram or Facebook profile. Harmonizing the feed means designing a coherent visual line so your profile looks professional and is easy to recognize.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Personal brand<\/h3>\n\t\t\n<\/div>\n
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It is the public image of a company's founder, CEO or spokesperson. We work on it with strategy, visual identity and professional presence so leadership reinforces trust in the brand.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Trafficker<\/h3>\n\t\t\n<\/div>\n
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It is the specialist who plans, sets up and optimizes paid digital advertising. They define who sees the ads, how much to invest and what to adjust to get more clients with the available budget.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Paid ads<\/h3>\n\t\t\n<\/div>\n
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It is the investment in paid ads on social media or search engines so your message reaches more people. We design, set up and optimize them to generate conversations and sales.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Meta Ads<\/h3>\n\t\t\n<\/div>\n
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It is Meta's advertising platform for ads on Facebook and Instagram. We target by interests, behaviors and demographics to show your ads to the right audience.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Retention hooks<\/h3>\n\t\t\n<\/div>\n
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These are the visual and verbal hooks in the first 3 seconds of a video. Their goal is to catch attention so the person does not scroll away and watches the whole message.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Engagement<\/h3>\n\t\t\n<\/div>\n
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It is the level of interaction your content generates: likes, comments, shares, saves and messages. We measure it to know which pieces connect best with your audience.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Conversion funnel<\/h3>\n\t\t\n<\/div>\n
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It is the path a person follows from seeing your first ad until they message you or buy. We structure it step by step to filter interested people and make the purchase decision easier.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Chatbots and CRM<\/h3>\n\t\t\n<\/div>\n
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These are tools that serve and organize your clients automatically. We set up flows in ManyChat and WhatsApp to reply 24\/7, filter out the merely curious and qualify leads before passing them to your sales team.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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UGC content<\/h3>\n\t\t\n<\/div>\n
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UGC stands for User Generated Content: content in the format of a real user recommending or using your brand. It is one of the ad formats with the highest conversion rate because it conveys trust and authenticity.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n\n<\/div>\n\n<\/section>\n

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Web Development<\/h2>\n\t\t\t\t\t

02 \/ 02 \u00b7 7 terms<\/p>\n\t\t\n<\/div>\n

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Frontend and backend development<\/h3>\n\t\t\n<\/div>\n
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We build your entire digital platform. We develop the frontend<\/em> (the visual, interactive part), creating fast, dynamic and modern applications with leading technologies such as React and Next.js. At the same time, we build the backend<\/em> (the internal logic and data management) with robust languages and databases such as Node.js, Python and PostgreSQL, ensuring secure, scalable and efficient performance.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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UX\/UI design (user experience and interface)<\/h3>\n\t\t\n<\/div>\n
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We design your website with your users in mind. We focus on creating an attractive user interface (UI) and ensuring a smooth user experience (UX), so navigation feels intuitive and guides your visitors toward the action you want.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Responsive web design<\/h3>\n\t\t\n<\/div>\n
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We make sure your website adapts automatically and displays correctly on any device. Whether on a desktop monitor, a tablet or a mobile phone, your site will always look professional and keep all its features working.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Landing page<\/h3>\n\t\t\n<\/div>\n
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We create highly optimized landing pages focused on a single goal: conversion. We design them strategically to capture your visitors' attention and turn them into leads or potential clients from your ad campaigns.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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E-commerce (online store)<\/h3>\n\t\t\n<\/div>\n
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We build your custom online store so you can sell your products or services digitally 24 hours a day. We use secure, fast-loading platforms that are easy to manage, giving your clients the best shopping experience.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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SEO optimization<\/h3>\n\t\t\n<\/div>\n
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We apply technical and content strategies to improve your website's organic ranking and visibility on search engines. We optimize your page's structure and code so your target audience finds you easily on Google.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n

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Hosting and domain<\/h3>\n\t\t\n<\/div>\n
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We advise you on and manage your brand's technical infrastructure on the web. The domain is your company's unique name and address on the internet, and the hosting provides the high-speed server where all your website's information is stored securely.<\/p>\n\t\t\n<\/div>\n\n<\/article>\n\n<\/div>\n\n<\/section>\n\t\t\t

We could not find that term. Try another word or write to us and we will help you.<\/p>\n\t\t

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Still have a question? Let's talk.<\/em><\/h2>\n\t\t\t\t\t\n\tTalk to an advisor\n<\/a>\n\t\t\n<\/section>\n\n<\/main>\n\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Glosario \u00b7 44 t\u00e9rminos Glosario det\u00e9rminos Todo lo que hacemos tiene nombre. Aqu\u00ed explicamos, en palabras simples, qu\u00e9 significa cada […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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digital | Studio Ecoartes<\/title>\n<meta name=\"description\" content=\"Glosario de Studio Ecoartes: explicamos en palabras simples cada concepto de branding, marketing y desarrollo web que incluyen nuestros servicios.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ecoartescolombia.co\/en\/glosario\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Glosario de branding y marketing digital | Studio Ecoartes\" \/>\n<meta property=\"og:description\" content=\"Glosario de Studio Ecoartes: explicamos en palabras simples cada concepto de branding, marketing y desarrollo web que incluyen nuestros servicios.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ecoartescolombia.co\/en\/glosario\/\" \/>\n<meta property=\"og:site_name\" content=\"Studio Ecoartes\" \/>\n<meta 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