From a digital marketing perspective it is essential to recognize that intangible products and services require a different analysis. I share one of the answers to the many questions that Jesús Cochegrus answered to an audience fascinated by his presence in Lima, Peru last year (2019). Jesús Cochegrus commented on the details that all those involved in the marketing of intangibles such as digital products and services frequently seen in the banking sector, real estate projects, investments, among others, must consider. The strategy is essential to avoid falling into the trap of “customer over-segmentation”. In fact, Jesus reminds us of the importance of innovating, being disruptive and not falling into traditional customer segmentation. These actions will allow us to generate the long-awaited customer loyalty.