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Categoría: Marketing

Practical Strategy – Market Research – Say, Think or Do!!

In General, we can do market research when we know what we want to know and who should we ask about it. However, we must be very conscious of another big factor to really understand our consumer or customer. We must be clear if the information we are getting is: What the consumer say…
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ABC of B2B

Sometimes when we start to talk about B2B Marketing, we start to talk about things very different to the consumer marketing….and yes, the tools for market products and services to business are quite different from the consumer ones. Digital tools have made a revolution in both, maybe even more for B2B and started even before.…
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Practical Strategy – I got money for media…now what?

If we are going to invest money, we want to be sure it´s the best investment and we want to see a fast and very concrete return of the investment. In all of the cases, we invest in order to communicate and promote our proposal, our product in the best possible way. Investments can go…
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Practical Strategy – SEO, SEM, ASO….It is not so hard

Actually is hard to think a consumer will make a relatively planned purchase without looking for information in the web…and also during the very final stage of the purchase process to look for a better price of the selected product or the availability of a version hard to find with retailers. On the other hand, SEO,…
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Practical Strategy – What, When and How of Content Marketing

Content marketing is very popular today…..and there is a very strong rational to support it, many of the segments in the market are today less receptive to the advertising, they want to learn themselves before taking a decision and they look for opinions of other consumers before choosing an option. What is Content Marketing?…
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Practical Strategy – Social Marketing….Yes, of course!!!! ….but When, How and What for?

Impossible to think in today Marketing without Social Networks. Even B2B and companies can take great advantages from social marketing, no doubt!!! You can use Social Networks for many things, depending of your very specific business the role or roles you can get from social are quite different. To know the role or roles…
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Practical Strategy – Marketing for Apps & Apps for Marketing

Now a days, It´s hard to talk about innovation and marketing without talking about Apps!! Apps – Social, Games, Utilities, Purchase & Media Payment, News and many other categories – represent the most growing entrepreneurial area and of course they also need marketing. This is a new field, where tools and trends have something new…
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Practical Strategy – Agency is not good enough….maybe I´m not good enough

Of course, there are good and bad agencies, no matter if integral or specialized in one marketing area, if big or small. Sometimes I hear marketers say they have a good agency. But I hear more frequently marketers saying that agencies are bad….or not good enough, not strategic or slow. Curiously, sometimes people in the…
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Innovación y emprendimiento – ¿Crecer o consolidar?

¿Crecer o consolidar? Que difícil es poner en números activos cuya naturaleza le impide cuantificarse de forma objetiva. Sin embargo, me atrevo a decir que esos activos son igual de importantes que una marca, que un equipo, que un departamento de I&D. Me refiero particularmente a: La relación cercana con los clientes y al compromiso…
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Practical Strategy – Market Research?….No money for it

In marketing, when budget is developed, frequently market research is the first row to be reduced……or simply never appears. I can understand why……but I don´t agree for two reasons. First, some outputs from research are necessary to improve investments. TV Advertisings can go from very bad to good with easy editions, better to take a…
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