Principles

Customer at the center of strategy

The solution must be designed to optimize interaction with the client. The journey should build a functional flow that communicates with the user, not just offers a feature.

Value delivery before the offer

A marketing tool must attract the consumer by delivering value upfront and guide the interaction through a functionality flow that naturally leads to the offer.

Utility over forced persuasion

The tool converts by being useful, not by relying on forced persuasion. It must be perceived as a real solution, not a marketing trap.

Enduring perceived value

The application must guide the user with transparency, without tricks that might break their trust by making them feel deceived. It applies psychological triggers with honesty and intelligence, maintaining long-term confidence.

Solve the customer's real problem

The tool must solve a recurring and legitimate problem. The focus is on delivering real value, not a forced sale.

Tool as channel, not bait

The tool must be developed as an active channel of interaction — not just a digital bait. It must foster ongoing engagement and should not be treated as disposable content.

Preprint version published on Zenodo under DOI: https://doi.org/10.5281/zenodo.15165196

Reference: MARTINEZ, Diego. ToolMarketing: A new strategy based on recurring value tools. Zenodo, 2025. DOI: 10.5281/zenodo.15165196

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