-TRENDS OF DIGITAL MARKETING-

1. Virtual and Augmented Reality

It is about the interaction between the user and a computer system simulating a digital environment. Virtual and augmented reality can influence the consumer’s purchasing decision.
They are currently being used as marketing strategies by large companies.

It generates immersion and interaction between the brand and the client.
Enable the customer experience of a product or service from the digital domain.
Present prototypes or semi-finished products.
Capture clients interested in the technological field.
Projecting innovation as a characteristic of the brand.

2. Voice Search and Artificial Intelligence

There is talk of Amazon Alexa, Google Home and Apple HomePod that are increasingly embedded in this field. We do not doubt that advertising will be filtered very soon through these devices.
The search by voice is vital for your strategy, since it is one of the variables to consider to position your brand. Search engines not only interpret the meaning of the words, but also the intention and context behind each search.

3. Context Marketing in each of the stages of the sale

The goal is to recognize the user when interacting in different broadcasting channels:

Social networks.
Online store.
Offline points of sale and distributors.

In this way, your business will experience an increase in indicators such as the recurrence of purchase, average basket and the level of recommendation of current customers to potential customers.
Context marketing will gain more relevance thanks to these technologies, since they will allow timely content to be shown to the right user at the right time.

4. Transparency in native advertising

Companies are investing more and more in this method and less in traditional display ads.
According to a study by the Interactive Advertising Bureau (IAB), 83% of advertisers use native advertising habitually in their actions.
Companies must adapt and enhance their creativity to present promoted content. The idea is that the user can accept the content naturally, knowing that it will be useful.

5. Use of messaging applications and Chatbots

Messaging is one of the preferred ways for users to contact companies. Provided it is a quality service that works and not those where you can spend days waiting for an answer.

Many companies are using Facebook Messenger and WhatsApp Business. These messaging applications are allied with Chatbots, which are computer tools that simulate human conversations.

6. Immediate Content for express users

Users access their mobile’s search engine to receive immediate information, quickly and easily. Especially because these devices are used while doing other activities. This is known as «fast content» and will represent a challenge for brands in 2019. We already know some platforms for this:

Facebook Stories.
Instagram Stories.
AMP Stories from Google.
The key is to use ephemeral content that is attractive and impacts at the same time. Make sure it is interactive and allows the user to immerse.

7. Automation of Marketing processes

Generation of engagement with the product.
Automation of marketing processes.
Machine learning based on data.
Segment contacts, carry out emailing campaigns or re-engagement are just some of the tasks that benefit from automation.

Advantages of study marketing

Creativity

Creativity will not only be useful to develop guidelines or help you sell a product or service, but also to solve problems and generate ideas out of the ordinary. That you think «outside the box» in order to see things differently and propose different and innovative solutions.

To sell

You will have to know how to sell an idea, Marketing being a career focused on knowing the market and knowing how to transmit the advantages of what you sell, will help you.

Understand human behavior

Marketing teaches you to identify patterns and the reasons behind those patterns. For companies it’s very important to know the needs and discover how to satisfy them.

Contact with different cultures

You will meet many companies that do things differently than those of your country and have managed to be a success, so you can build on them and in the not so successful cases to know what is not to be done. It will also help you to have a broader catalog of successful companies and people, be able to work with different cultures and have a broader vision of how mkt works in big companies.

MARKETING RESEARCH

Is the systematic task steps in the gathering, analyzing, interpreting and transforming of data structures ans results in to decision-making information (Hair, Bush, Ortinau, 2010)

Effective market research identifies customer needs, wants, drivers, perception, and more information.

The marketing research is based in 9 steps

Research problem (Administrative decision problem ADP/marketing research problem MRP)
Information needs
Reseach objectives and goals
Research design
Data gathering procedure
Data gathering
Data processing
Data analysis
Results report

Mkt oppose to the stereotype

Today I want to talk about all these new trends that are giving to us a new sight of our reality.

Nowadays, it is no easy for a brand to expose some topic without being critiziced from some groups that could feel atacked. We all recognize the difficulty in achieving this challenge of: be politicaly correct. But… what is exactly to be politicaly correct?

It is hard because there are not a middle point, there will allways be a part that going to feel bad. Maybe we have to think about the fact ,that the biggest problem is that we all want to normalize what we have been taught despite everything around us change.

Let me know what do you think about this.

Vocabulario de marketing

Branding
we understand branding as «brand marketing» and we use it when we talk about the corporate image of the company and the actions it generates as positive or negative impacts.

Brief
It is an «informative document» that the company makes, to deliver it to the client. It contains the instructions and the process to meet certain objectives.

Market research
«Market research» is a process of gathering and analyzing information and we can base our marketing decisions to achieve the objectives set.

Sales representative
The «sales representative» those who have direct contact with customers, from a call center to who helps us with our choice of products.

Market share
«participation in the market» when we talk about the participation that our company has in the whole market, percentage that covers and more.

Sales target
«goal of sale», helps us to establish goals, to know how far to get to know what strategies are optimal.

Brand loyalty
«Brand loyalty», when a product has made you fully satisfied and do not hesitate to buy someone else to replace it, we can talk about loyalty.

Market niche
«Market niche» a form of segmentation where the members of each group share specific characteristics.

Community manager
The person who is designated as community manager is responsible for creating content for social networks. Its main objective is to generate interaction between users and the company.

Business to business (B2B)
We can talk about B2B when one company sells to another, for example a cotton company to a textile company.

Lead
«potential customer» when we begin to be interested in the products or services of a company and follow their social networks we become prospects to customers.

Merchandising
These are techniques carried out by the company or the retailer at the point of sale, to achieve more sales

ALEN for men

If there is something that characterizes the television cleaning ads is the woman who is cleaning the house or played someone who is doing the household chores.

The brand ALEN wants to change this estereotype in Mexico promoved Cloralex, Pinol and Ensueño for men whit the hashtag #Doyourpart and in the commercial you can listen the phrase «Cleaning is everyone’s responsibility.»

This commercial was publicated in tv but in social media the video reached almost 600,000 reproductions y has been shared more than 18,000 times in Facebook.

It was a funny and satirical way to show to audience that it’s time to change one of ours most ingrained estereotype in Mexico and do our part in house for equal.

In conclusion ALEN show and say it in the commercial that the products for woman and men are the same and it was its way to commemorate the Woman’s Day .

8 P’s

Services are different than products and need to be marketed differently.

So the classical 4 P structure of the Marketing Mix needs to be modified suitably to incorporate the 8 Ps for services marketing, which was previously known as the 7 Ps only.

In integral services management, improving productivity is a requisite in cost management; but quality, as defined by the customer, is essential for a service to differentiate itself from other providers.

These are the 8p’s services marketing

Product
Price
Place
Promotion
People
Process
Physical evidence
Productivity and quality

Talking about brands? Get ready!

Whenever you’re having a conversation about marketing, it’s common to hear people talk about a company’s “brand.”

Your company’s name, how recognizable the name is and how people view it are all part of your brand. You want customers to think and feel something specific when they hear your company’s name.

So lets learn some concepts you will need to know:

Brand Identity —This is the message a brand wants to send to its customer. Perhaps you want your company to be seen as professional and exclusive. Or maybe you want it to be young and vibrant. Adjectives like these help to make a brand identity.

Example: Their new logo is fresh and hip, giving them an almost entirely different brand identity.

Brand Guidelines —This is a document that explains a brand’s identity entirely. This is usually used by marketing professionals and graphic designers. It is basically a set of do’s (things you should do) and don’ts (things you shouldn’t do) for presenting the brand in any marketing material. It will include things like:

Colors to use
Where and how to use the logo
Acceptable fonts
Types of images
Thickness of borders
Packaging guidelines

Look and Feel — This is a way of talking about things in the brand guidelines. The “look and feel” is exactly what it sounds like. It is how the brand looks and how it makes people feel.
Visibility — The word visibility refers to something’s ability to be seen. Something that has good visibility is something that can be seen easily. When talking about a brand’s visibility it means the same thing. Look and Feel — This is a way of talking about things in the brand guidelines. The “look and feel” is exactly what it sounds like. It is how the brand looks and how it makes people feel.
The more people see or hear about your brand, the more visibility it has.

BIG DATA MARKETING

Big data marketing is a new concept since actions in this area must be analyzed as large data sets generated at a surprising speed.
The analysis of the data is done in real time, all Marketing Big Data activities are activated continuously and are based on the latest consumer information.
The combination of personalized communication and content adjusted to the exact moment, allows the company to provide what the client needs exactly at the right time.
The sources of Marketing Automation accumulate, analyze and respond to data from sources of information. This allows you to make the best use of everything Big Data Marketing has to offer.
The pace at which Big Data Marketing is currently evolving is unstoppable, and every day there are new methods of use for this tool.
The main advantage of big data marketing are the automatic reactions to the behavior of users and the possibility of arriving with a personalized offer.
In addition, companies that use bug data marketing know their customers better so they can anticipate their needs, serve them better and, in the medium and long term, obtain a differential advantage over their competition.

Big data Marketing

It helps us to better understand our customers.
Analyze the data and process the information to make decisions.
It allows us to obtain new sales opportunities.
It helps us make decisions in real time.
Let’s not take risks.
It allows us to know the interaction and behavior of consumers.
It helps us create valuable relationships.

Search Engine Marketing (SEM)

What is it and how to do it right?

Search Engine Marketing is the most common digital marketing strategy used to increase the visibility of a website in search engine results pages.

In SEM advertisers only pay for impressions that result in visitors, making it an efficient way for invest in marketing. Also this is the best way to reach consumers at the right moment because they are open to new information.

How SEM works?

In paid search advertising, sponsored ads appear at the top of and on the side of search engine results pages to gain more visibility.

These ads appear in prominent locations on the page along with the other search listings that match your keywords. The paid listings are highly relevant to their specific search, making it likely that they will click on them.

Important aspects about SEM

When you setting up a campaign whitin an SEM network it is important to take into account the following aspects:

Select a set of keywords related to their website or product: Consumers can find your website in a more efficent way whit the correct keywords.
Select a geographic location for the ad to be displayed within: If you select a specific geographic location your visibility range will be appropriate to increase the efficiency of the advertisement.
Create a text based ad to display in the search results.
Bid on a price they are willing to pay for each click on their ad: the company will be support the price for the total clicks that the campaign to require.