Review of "THE HEART OF THE MATTER" Ignacio Garcia-Valino, Plaza Janes

He Heart of the Matter Ignacio Garcia-Valino, is not a book of science fiction, although part of his argument takes place in scientific circles and many of the dilemmas posed the protagonist are rooted in particle physics.The Heart of the Matter

The book tells the life of Lucas Frias, a promising specialized in quarks and subatomic particles, working at CERN and who has sacrificed everything for his career scientist. The death of his partner in a car accident that Luke used to make a parenthesis in his life and while trying to investigate the causes of the accident of your partner realize that almost did not know.

Al mismo tiempo, el autor sitúa al personaje en diversos escenarios del mundo (Ginebra, Madrid, París, Chile, etc.) y lo hace interactuar y discutir sobre Ciencia con tipos tan diversos como videntes, mentalistas, escépticos ultras, y cómo no, otros físicos de partículas.

El libro contiene una cita interesante que el autor extrae de una fábula de John Godfrey Saxe y que dice lo siguiente:

Hace mucho tiempo, en un bosque del Indostán, se reunieron cuatro ciegos que presumían de sabios, porque podían reconocerlo todo a través de las manos. Fue a visitarlos un estudiante, para aprender de su sabiduría, pero antes decidió probar si su fama era cierta. Se internaron en el follaje y el hombre les pidió que reconocieran lo que les ofrecía.
Uno de ellos dijo tener entre sus manos una serpiente, pues tocó algo alargado que se movía. El segundo dijo estar tocando un árbol recio y de áspera corteza. El tercero afirmó que se traba de una soga que colgaba de alguna rama alta. El último chocó contra una superficie firme y sólida, y concluyó que era una pared. Todos creían tener la razón.
El estudiante advirtió que los cuatro estaban equivocados, pues, tocando sólo las partes, habían sido incapaces de reconocer el todo. Así uno había palpado una trompa; el otro, una pata; el tercero, la cola, y el cuarto, el costado del elefante
.”

Ésta fábula la utiliza el autor para ilustrar el estado de la Física de Partículas indicando que los científicos, al igual que los sabios del Indostán, pretenden entender la naturaleza de ésta rama de la ciencia como el elefante de la fábula: fragmentándola y desmenuzándola. Al final, como en la fábula, no consiguen unificar las teorías.

Aunque el autor no lo indica abiertamente, está haciendo una clara alusión a las teorías de la Fuerza Nuclear Débil, la Fuerza Nuclear Fuerte, la Fuerza Electromagnética y la Fuerza de la Gravedad, que por separado todas tienen sentido, pero aún no existe una teoría única que pueda explicarlas conjuntamente.

El libro es entretenido, y las elucubraciones a nivel científico son interesantes y tratadas desde un punto de vista muy racional.

La única crítica es que a nivel de trama, el libro peca de simple y sólo desarrolla una línea argumental. A nivel de personajes, de nuevo peca de simple, y sólo cobran dimensión dos personajes: el protagonista y su pareja.

Aún así, es un libro que se lee rápido y deja buen sabor de boca. Quizás no le daría un 100% de recomendación, pero sí un 90%.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Obama and the White House Robots.txt

It has been talking a lot about how Barack Obama has used the Internet to publicize his candidacy and for mobilizing voters. It has also been commented on many blogs the ambitious technology plan Obama for America (you can read here).

But one of the things that has caught more attention and few people have noticed: the change that has suffered the Robots.txt the website of the White House, very much in line with what Obama preaches.

What is Robots.txt?

It is a text file containing instructions on pages and not visitable visitable by Robots, a web page. That is, it indicates which parts of the website should not be scanned by robots.

Normally, it is content that appears on the website, but only want it to be accessible to people who surf the web, you do not want it indexed content appears in search engines. It is also used when a content manager creates duplicate content and thus penalized by search engines.

This file is created following the instructions can be found here: RobotsAnd all the robots that follow the "Robots Exclusion Protocol"Undertake to heed these instructions.

If a website has created this text file, robots understand that they can index it (although to be sought from that page robots.txt robots generate a 404 and therefore, it is recommended that a blank page is created and FTP upload is named Robots.txt to thus generated 404 on the page will be real and can be released by the webmaster).

Let's return to the White House Robots.txt

Until a few days ago, when explained in class what a file Robots.txt and what is the "Protocol Robots Exclusion"I put several examples to illustrate the different types we can create robots.txt to instruct robots indexers:

  • A blank page robots.txt
  • Robots.txt A page with more or less "normal" instructions
  • A robots.txt page completely exaggerated and misplaced.

Well ... Obama has me "saboteado"Examples and it loaded my example of malpractice in a matter of Robots.txt: The webmaster of the new website of the White House has created a new Robots.txt well done, clear and concise.

The webmaster of George Bush Jr., had created a robots.txt with thousands and thousands of pages with forbidden access to the robots. Or say fits that ... there was nothing interesting in that content (once he had dedicated me to go read what they did not want it to be indexed ... pictures of the first lady, speeches, etc ...). But it showed well that the White House had a somewhat archaic what is internet and publishing content concept.

The new websmaster, in this sense, is shown to have much clearer what should be the website of an institution like the White House.

It is worth ... but how was this Robots.txt?

Fortunately, in the slides of my classes always I include screenshots of what I explain, not fail me the internet or where class have no connection ... (how sad to have to always think about this possibility).

So under these lines (at end of post) include the image I have filed and that now becomes history ... (Look at the bar scroll the pantallazo... It is the one that shows the magnitude of the listing)

The current robots.txt page can see it by clicking here: Robots.txt of Casablanca with Obama .

For more information about how to create a Robots.txt or what it is, you will find here: Robots.txt and in the Free Course Search Engine Optimization our website: Search Engine Optimization Course

Robots.txt of Casablanca

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Review of "THE LAST DAY OF CREATION" by Wolfgang Jeschke - Quantum

The Last Day of Creation It is a book that really worth reading: it is entertaining, with an original plot, it gives a different view of Atlantis and is pure science fiction of time travel.The last day of creation, W. Jeschke

As it relates to the author, as the title of this post, it is Wolfgang Jeschke, A German author recognized internationally, but I confess I did not know and therefore had not read anything from them before. I'll have to remedy this.

The book begins narrating different episodes that are extraneous objects near the Mediterranean, although seem to come from a very distant past, are made of materials that have been around for little, or in some cases, which have not yet been made up.

It also explains how some of these anachronistic objects end up being revered as relics by the Christian tradition.

A second part of the book takes place during the decade of the 80s of the twentieth century (moment in which was written the first edition of this book) where we have the NASA and the US Navy have just discovered that it is possible to travel to the past.

The third part of the narrative is set in the distant past in which only Homo sapiens sapiens are those who have reached the future ... but not only those of our timeline.

With reference to Atlantis (I'm dedicating myself to read books that talking about it), located in Bermuda and is a refuge where men who have traveled to the past and have been stranded in time refuge. In this way it explains both the strange phenomena that were so popular last century in Bermuda, as well as the origin of the legend of Atlantis. The explanation is quite convincing.

The book reads well and hooks, so in three or four days with some free time, can be read.
There are only a couple of negative things ... and are not the fault of the author, but I fear it is the work of the translator:

  1. In several chapters of the book talking about the theory of Tectonic plates and instead of writing "tectonics"The book states"Teutonic"But not once (that could be considered a typo) does several times, in different places and with variations of the word. So as the author is German and the plates are "Teutonic"When the book states that"there are strong tectonic movements in the border area of ​​the Mediterranean basin"Gives a little laugh to imagine a whole group of Germans moving through the Mediterranean and modeling the relief.
  2. The other is in vocabulary ... the author refers several times to a lateen sail boat sailing the Mediterranean. The captain indicated that at different times during sleep or rest should "tie the oar". The author is referring to the tiller, Which lateen boats is rather like an oar, but not a paddle is a "cane". I do not know what should write in German author ...

These two stories do not remove the book is 100% recommended and worth reading and spend a long time thinking about paradoxes, anachronisms and in different time lines.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Richard Teerlink (President of Harley Davidson): How to reinvent an organization

Richard Teerlink has been responsible for the revitalization of this American icon in 1985 was about to close its doors. Investing in product quality, customer satisfaction and human capital Teerlink Harley managed to return to its place today.

This article is based on the conference Richard Teerlink Expomanagement gave in the May 21, 2004 (and as my previous post, I have recovered from my archive of articles written for Noticias.com and she believed lost forever) Richard Teerling

For the lucky ones who were able to attend the event he explained how he had managed to increase the market share of Harley 13% (in 1985) to 49% today and what changes were made in the organization of which back then was CFO.

The difficult time to acknowledge one's mistakes

Richard Teerlink, the most difficult in the conversion of Harley was to convince the managers themselves that it was necessary conversion.

"For change to occur, the first to change must be managers."

In the early 80's, in a few months, the United States were invaded by Japanese motorcycles sold at much lower prices than Harley. Managers and employees of Harley thought the Harley brand could never lose market share (nearly 60%) thought that the Japanese bikes could not be robust or good-quality (or its price or its appearance) and also , Americans would not buy Japanese bikes. The three assumptions proved false. In 1985 its market share had fallen to 13% and Harley Davidson was near bankruptcy.Harley Davidson

For Harley executives had several options: give up and close, invest in marketing and try a traditional solution, or reinvent the entire organization or fail risking getting the best of success. They were shuffled 3 and there who took the first, the whole enterprise, in the end chose the third.

Richard Teerlink insisted that resistance to change is inevitable, but can be reduced by providing clarity about expected and how things will change. Normally people do not resist change itself, if not to be changed themselves.

Moving from survival to renewal

To Teerlink the secret is that all the company must go to work for a common cause. A good leader is getting your people to work to achieve common goals because they want themselves, not because they have to.

This is achieved by creating an environment that promotes 5 factors:

  1. Being the case of what happens in the world.
  2. Responsibility for each individual company.
  3. Training and lifelong learning.
  4. personal involvement in the projects.
  5. mutual appreciation between the whole team.

In the case of Harley, the common reason that fight was decided to convert a company that sold motorcycles in a business that sells motorcycle reason to go and live the "American Nostalgia". And it worked.

What is the role of a leader in reinventing a company

Teerlink says that a good leader should ask the following day: Am I making resources for people who work with me to carry out their work? Am I sure that my employees can grow as individuals and develop?

Why workers are the greatest competitive advantage of a company

In a company it is important to differentiate your products and processes with features that distinguish them from those of competitors. But the main difference between Harley and a company logo or another is the commitment of the employees themselves. When employees are fully identified with the company great value for customers it is generated and these perceived and become part of the "cause" for which they work.

Strategies to create a powerful brand

For Steelink there are 3 key factors in maximizing the value perceived by people, about a brand:

  1. The reputation for quality and brand trust.
  2. The reputation that the company makes money.
  3. Having a large market share.

To achieve these 3 points are needed 3 requirements:

  1. Familiarity with your business (know exactly what you do).
  2. Getting to know your customer.
  3. Make attention to detail.

Cita the Teerlink al respecto "What we sell is the ability of an accountant of 43 years of dressing in black leather, driving through small villages and get teenagers afraid of him.”

Attracting new customers and at the same time achieve the loyalty of existing customers

Again, Teerlink and Tom Peters also agreed on this point. For both the secret it is to forget about the product (we start from the basis that the product is good) and focus on connecting emotionally with the client.

Quote Steerlink "Give the customer a reason to drive a motorcycle and have a good time”.

Obviously what you want is to sell motorcycles, but all marketing efforts focus on communicating things they can do and feel, while driving or traveling from one place to another, with his Harley motorcycles.

How to increase your profits by setting supercompetitivo

At the risk of repeating myself, Teerlink said Tom Peters the same as "change is needed to accommodate the FTL speed at which our environment moves ".

No choice but to surround yourself with people who think for themselves, to be responsible for their actions and constantly adapt. Hence the importance that all company employees know what is the mission of this. Otherwise the changes would have different goals in different areas of it.

Cita the Teerlink "There are two fixed truths in life: one is that we will die one day, the other is that change is inevitable.”

But Teerlink makes clear that change for change's not a good thing, should be changed for some reason. Though normally, most of the changes that take place in a company are to correct past mistakes management or trial.

In closing ... a couple of stories that I would comment:

One is an advertisement for Harley oriented convey quality and robustness of their bikes, while reinforcing the message of the "American Nostalgia": The ad shows a 3 American tiparrones, size XXL, with their beards and long hair, dresses leather and studs, and with his Harley parked in front. Text quote: "Would you sell it to these guys a defective bike and lost oil? US Niether. Harley-Davidson motorcycles... "(.... I do not remember the rest ...). I found terrific !!!

The other was a comment the same Teerlink about "the pressure of working in a company where customers tattoo the brand on breasts and forearms"... really should be an experience ... Have you ever felt something like a brand?

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Tom Peters: The business excellence in a disruptive era

Tom Peters based their strategy to survive in the new era in which we find in 11 truths about leadership, explained during his lecture ExpoManagement 2004: Business Excellence in a Disruptive Age.

(This article I wrote in May 2004 to Noticias.com and had lost ... it public again because I think what Tom Peters told us in 2004 is still valid today for our companies)

It's been four days since the end Expomanagement. Now I start to digest everything that was said in Congress, because the truth is that after attending the 11 conferences of the main "gurus" of management was completely jammed with information and new ideas. I needed to sit down and write and make drawings, to begin to structure the chaos in my mind.

Of the 11 conferences, which struck me most was the Tom Peters. I was shocked not because say 3,000 people (mostly men), which should give power to women managers, not because we were screaming and "hitting fights" for a couple of hours, but by the turning of attending one of his lectures. You just replanteándotelo everything and salts determined to act to change the conventional structures.

The phrase that sums it all up:

“If you don’t like change, you’re going to like irrelevance even less”.

Let us begin:

The 11 truths of leadership:

1. Talent Management:

In the era of "added value" through the imagination, creativity and intellectual capital, the most important thing in a business is the recruitment, development and retention of talented people out of the ordinary.

Great leaders rely on the talent of his team. The mission of a leader should be to develop and manage talent of his team.

He quotes from David Ogilvy: "Our business needs a massive transfusion of talent, and talent, I think, it is usually between nonconformists, dissidents and rebels.”

For Tom Peters, companies should not "manage career"Of its employees. They must offer them opportunities to develop their own personality, so that they can handle themselves direct their own career. Life should be seen as a project for each person, step by a company must be part of a personal project. The company should help carry out this project.

2. Metabolism management of a company:

The interaction between entrepreneurship, competition and invention, each time moves faster. The mission of a leader is to increase and manage the ratio of this interaction in your organization.

Tom Peters suggests that to improve this ratio, strategic business meetings are conducted several times a week instead of several times a year.

Quote from Mario Andreotti: "If things seem under control, you're not doing it fast enough”.

3. Technology Management:

Internet and other technologies associated with the network, are changing everything. The leader of a company should be directly responsible for the implementation of new technologies in your business (boring it).

4. Management Barriers:

Cita de Frank Lekanne Deprez & René Tissen "The organizations we created have become tyrants. They have taken control, keeping us chained, creating barriers that slow us rather than help us in our business. The lines we draw on our precious organization charts, have become walls for no one can climb, penetrate or even see what lies beyond.”

With this appointment, Tom Peters illustrates what for him is one of the main problems of today's companies: bureaucracy and processes.

In his view, the only solution to survive in the new era in which we live, is tear down these barriers and completely redesign the structure and business processes. To this it suggests that the eBusiness implementation at all levels of our organizations can help greatly to achieve this goal.

5. Management of Oblivion:

The new competitive reality, you need to give back to those and everything that brought us here. Every leader needs a formal strategy, to forget what he has learned.

Cita de Dee Hock: “The problem is not how to have new lines of thought in your mind, but how to let go of old.”

6. Management Metaphysics:

new values ​​are emerging. Every time we move further into a world where products and services are ethereal. A leader must be aware of these changes.

Tom Peters suggests that the leader of a company is also the MIC of the company ( "Metaphysician-in-Chief”).

Quote Kjell Nordstrom and Jonas Ridderstråle (Funky Business): “The 'surplus society' has a surplus of similar companies, employing similar people, with similar education, with similar ideas, producing similar things, with similar prices and similar quality.”

Tom Peters argues that many companies have defined "best practices" now all act the same way.

For Peters the secret is to focus on the experiences that our client gets acquiring our product. To my knowledge this is the most important part of the conference. The "philosopher's stone" of the new era: focus on experiences, not products.

For Harley Davidson (lecture by Richard Teerlink, President of Harley Davidson) and it became clear that the strategy for the conversion of Harley was based on selling experiences, not products "We focus on giving the customer reason to go on a motorcycle"... And the way you sell a bike, but the important thing is to convey all that emotionally get when driving a Harley.

Transmitting Harley experience "Rebellious lifestyle

What we sell is the ability of an accountant of 43 years of dressing in black leather, driving through small villages and get teenagers afraid of him.”

Peters illustrates this with other examples:

  1. Selling Toys: Focus on communicating the care of children. Sales of sportswear: focus on assisting sporting events. Sale of flatware: focus on the experience of eating out.
  2. Selling garden tools: Focus on landscaping services. Car sales: focus on repair and car maintenance.
    The secret is to emotionally connect with the customer and focus on differentiation focused on customer experiences. Obviously you have to have a good product, but what management intends Metaphysics is that you focus on experience rather than the product.

7. Opportunity Management

There are 2 groups both forgotten all marketing strategy and product: women and people between 45 and 65 years. These two segments offer great opportunities for the leader who knows how to reach them.

Opportunity 1: Women

Según datos mostrados por Peters, las mujeres toman la decisión de compra del 94% de los productos que forman parte de un hogar, del 92% de los destinos vacacionales, del 66% de los ordenadores personales domésticos, del 68% de los coches. En líneas generales, las mujeres toman la decisión de compra del 83% de todas las compras. Pero son las grandes olvidadas de los directores de marketing. Según datos de Martha Barletta, de Marketing to Women, el 91% de las mujeres piensan que los anunciantes no las entienden y el 58% además se sienten disgustadas con los anuncios que ven.

For Tom Peters, the essence of marketing to women is to be aware that a woman does not buy a brand, adheres to a brand becomes part of it. The main thing for a woman is the connection with other women, and this can make it through a brand.

Peters's advice is: "first connect women among them and then connect them to the brand". (When you ask a girl "How was school? ", It's natural to tell you chapter and verse how he has gone on and tell you about all her friends. When you ask a child, simply replies "I went well.”)

My personal opinion about it, as a woman and marketiniana is that we are indeed a forgotten target. Forgotten even by ourselves. Because I confess that in the marketing plan Noticias.com no special actions are included to capture women, just think globally and act. And that is precisely the error that Peters commits the vast majority of planners. And therefore, it is a great opportunity for those who know her. (I take good note and promise to correct).

Opportunity 2: between 45 and 65 years old

The figures Peters offers to illustrate this opportunity, say it all:

Between 2000 and 2010, the segment of people between 18 and 44 years will decrease by 1%. The segment of over 55 years of age will grow by 21%. Moreover, specifically, the segment of people between 55 and 64 years will increase by 47%.

Paradoxically, even though those over 45 will be a major segment and with great purchasing power (all mortgages are paid), almost no products (other than pension plans) that target them specifically.

Peters sees here a great opportunity for those leaders who know how to use it. His advice to do is focus on innovations and systems of delivery of the goods.

8. Portfolio Management:

We must think of each of the parties mentioned in the above (our talented employees, customers, suppliers, leaders, projects, initiatives, etc ...) in terms of portfolio. The key question is: "It is our portfolio as strange as these strange times demand? ". The leader of a company must think like you would a venture capital firm: creating and managing diverse portfolios strategically, not realizing an overall strategy for all parties involved.

Mark Twain quote that illustrates this point: "The best swordsman in the world should not fear the second best swordsman in the world; not, who should fear is an ignorant antagonist who has never had a sword in his hand; It not is acting as it should, so the expert is not prepared to fight him; It does things that just should not do and surprising the expert and beating him.”

Transposing this quote to the business world would come to tell us that to grow a company needs to break vicious circles of competition and imitation. Tom Peters proposes to ask ourselves if we used rare enough to represent the rare society. also it proposes to establish a coefficient of rarity in our company with a scale of 1 to 10.

9. Error Management:

To err is more important than ever in the age in which we live. The error rate is the best indicator of the rapid adaptation of a company of its time. A good leader must "manage"Processes of error (literally said it).

Cita de C. Northcote Parkinson: “Perfection is achieved only in companies that are about to collapse.”

That is, in times where innovation is one of the pillars of the company, should encourage people to take risks and therefore make mistakes. Of these errors will encourage knowledge and creativity at all levels end up finding what really makes the difference and will catapult us to success.

10. Case Management:

A good leader creates a "cause", not a business. The business will operate from the time that all employees, suppliers and customers to work for a common cause.

Cita de Richard Brandson: “I've never thought of myself as a businessman. What has always mattered to me is to create things that I feel proud.”

Cita de Howard Gardner (Leading Minds: An anatomy of Leadership): “The key (perhaps 'The Key') leadership is effective communication of a story.”

11. Management of the Passion:

The passion can move mountains. This became clear to us in exposing Peters and also in the rest of speakers ExpoManagement. If something is important in business it is the passion of their leaders and their employees.

Quote Napoleon "A leader is a dealer in hope.”

Enthusiasm is contagious, there's no doubt. And Tom Peters exuded passion for the nearly two hours of your conference.
And finally, I include this little scheme that belongs to one of the slides in the presentation of Peters:

The 12 truths of business success

  1. Talent is the lack of respect for tradition Passion to irrationality.
  2. Believing in "What we're doing here."
  3. Not believe in the "normal behavior of the industry."
  4. Obsessed with the "Action" ... and contempt for those who "do not get it".
  5. devilishly fast speed.
  6. Go up and out.
  7. I hate bureaucracy (red tape hate with passion).
  8. Total customer orientation.
  9. Rewarding errors.
  10. Punishing the poor triumph.
  11. Courage to fight alone against the forces of the "conventional wisdom /".
  12. Clear understanding of the power of the brand.

I hope this article will be as profitable as it was for me the conference.

A hug.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Marketing Electronic Market House in Barcelona

Friday 20 February at 9 am at the Casa Llotja de Barcelona, ​​the day is entitled to be held How to stand out from the competition and maximize results?

These seminars are organized by the Barcelona Chamber of Commerce along with PIMESTIC and aim to help Catalan companies to recoup their investments in Internet through Digital Marketing activities.

Since GEA IPC participate explaining in detail 9 Basic Techniques to attract visitors to a WebsiteAnd explaining a little above (the time no longer works) other techniques that affect other processes of Digital Marketing.

Among the speakers of the day is one of our clients BD Barcelona - www.bdbarcelona.com that as a Best Practice explain their experiences at the level of Digital Marketing and how you are running your new website, which fills us with pride.

This event will also serve to introduce the Digital Marketing Guide has published the Barcelona Chamber of Commerce along with PIMESTIC and will be presented over the next few weeks in other branches of the House of Barcelona. The Guide entragará, free of charge, to all those attending the conference.

The conference is free, but seating is limited, so please, if you wish to attend as soon as possible contact with the Chamber of Commerce by calling 902 448448 or by visiting www.cambrabcn.org

The diptych of the Day you can download it by clicking here: Diptico Marketing Digital

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Is it effective Google advertising among children under 25 years?

Judging by the headlines published in the press, it seems that this issue is the one that has preoccupied the media who have followed up our study of Eyetracking applied to Search Engine Marketing.

The truth is that in point 5 of our study we wondered if search engine advertising was still effective, and we concluded that yes, although we indicated as an observation that if a search for something specific (like the name of a hotel) segmentábamos 54 tests by age, we could see that none of the people in the age group under 25 years had looked at the Adwords side.Eyetracking menores 25

The Adwords Central looked almost everyone, but the sides were ignored by the vast majority of youth who participated in the study.

When asked users under 25 why they had not looked at the Adwords side, indicated that they had not done so because "It is advertising”.

If we look at the picture show with these words can observe the phenomenon. In this case, requesting find the website "Hotel Pulitzer Barcelona"And users could find it in Google Maps and the first SEO results. The heat map we see is the record built from the gaze of all those under 25 years.

The heat map created from other users is quite different, and shows even clicks on adwords side. (See second image)

The study also commented on the fact that in many cases, young people believe that advertising does not deserve your attention, it was an important issue and worthwhile treat in more detail some other time.

Let's treat now with a little more depth.

Theories of Postmodern Communication

These theories base their argument on the fact that Marketing is so pervasive in our society (the Consumer Society) Which certain groups to start to be immune to traditional marketing communications, including advertising.Eyetracking Hotel Pulitzer

Durante años nos hemos preocupado por cómo afectaría a nuestros hijos el gran número de impactos publicitarios que reciben desde que son niños hasta su madurez (al menos, como madre de 3, para mí ha sido un tema de especial interés y preocupación). Pues bien… parece que no había para tanto. El gran número de impactos publicitarios, sumado a su conocimiento sobre cómo funciona la Sociedad de Consumo, los ha hecho inmunes a una gran parte de la publicidad a la que están sometidos.

And not only they are immune, but have even appeared movements and anti-advertising groups. People who question the behavior of our own consumerist society, and some unethical practices of certain companies. The aim of these movements is to recover a life without much publicity. See for example Adbusters.

Is the end of the "era of Marketing"?

No, of course. It is only to some marketing activities and including some types of advertising.

Philip Kotler in his "10 Principles for the New Marketing"Assumes that Marketing as we know it is finished due to saturation of Marketing Communications and Advertising we receive, and must evolve into something much more in keeping with our time, in which the immediacy of information and total segmentation, have changed our consumption habits.

The truth is that marketing is so important in our society, as consumers increasingly have more knowledge on this subject. The implication of this is that consumers now are highly educated in marketing and advertising campaigns, public relations, direct marketing, etc. And therefore know all the tools and techniques used in communications with the intention to attract their attention, which to some extent makes them immune to them.

This causes the Marketing professionals have to seek new forms of communication to convey their messages. This is the Postmodern Communication, Internet and has a good field for expansion.

Are the Adwords Postmodern a form of advertising?

The term postmodern was coined in the 70s and refers to a type of society in which the lack of predictability and erratic vision of the world around us, as opposed to a science-based, objective knowledge world, laws are evidence universal and logical reasoning, which was where the "modern" world was based.

Applied to Marketing, this term refers to a type of communication oriented satisfy consumer habits at the individual level, the importance of brands when making a purchase decision, the importance of ensuring that individuals are not consumers feel normal, and the increasing intrusion of advertising in all areas of our life.

Because unfortunately, for a large part of society, what we consume comes to define who we are, from the point of view of advertisers it is extremely important to get their messages to each individual, no matter how difficult. Hence new types of advertising and marketing communication messages appear.

In this regard, Adwords, Communication can be considered Postmodern if we consider that segmentation can reach almost one to one. Also in the sense that intrude in many of our activities on the internet (to read the online press, to consult a search engine, to watch videos, etc ...). So the answer to the first question is "yes", the Adwords They can be considered a form of postmodern marketing communication.

To be a postmodern communication makes them more effective?

The Adwords no longer an ad in many cases easily identifiable. And therefore, as we have seen in the heat maps, users are able to detect and classify it as advertising, which reduces their effectiveness, especially if they are located away from information that is relevant to them. Hence Adwords plants are more effective than the Adwords side.

As for saturation, in this study we have found that certainly the youngest segments of our population begin to be saturated with advertising and have become immune to it. All that considered advertising no longer of interest to them. If they can not even look to the areas where advertising is.

We have seen even some of them go so far as to consider advertising the results of Google Maps and not watch them. Fortunately, not in all cases so, as we can see in the first heat map we have shown. Map I remember again, is only for users under 25 years.

The other looked at over 25 advertising side, as shown in the second map.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Review of "THE CODEX OF ATLANTIS" Stel Pavlou of - The Factory

codice atlantidaFollowing my "Year Atlantis", this Christmas I read "The Codex of Atlantis" No. 1 in sales in the United States and Italy (as indicated by the editors in Spain). Just in case, the editors have published Thrillers collection rather than on Science Fiction, which is where it really should be, I guess to see if the sales figures are emulated in other countries. (I get? ... I think you go for the 5th edition).

The book is interesting and well written to be read evasion.

A nivel de teorías sobre la Atlántida es bastante original. Parte de la base de que los atlantes eran una sociedad avanzada, con conocimientos más allá de los de nuestro tiempo en campos como la nanotecnología, conductividad, estados físicos, etc. Sus construcciones eran a escala planetaria y aún quedan algunos restos de ellas. Como en las teorías de Platón, fueron destruidos por el Diluvio… aunque en el libro vemos que el Diluvio es la consecuencia de una catástrofe a nivel de Sistema Solar, que puede volver a repetirse.

According to the thesis of the book, all the monuments of antiquity are connected and are actually part of a machine on a planetary scale, capable of saving humanity or condemn it. The task of the players is to try to be the first of these premises, rather than the total annihilation of the human species.

... And they do, but just barely.

As a curiosity, commenting at one point in the book, talking about the biological timing of the banks of jellyfish, the author uses to explain the resonance and makes one of the protagonists explain how Huygens in 1660 when he was ill in bed, he noticed that the pendulums of two of its timepieces ranged at the same time when the clocks were coming. If they moved causing them to lose the pace, they came back after a while to move in coordination. If the clocks are separated, they not tuned.

This reminded me of a video demonstration of this same effect, but this time, illustrating tuning 3 metronomes.

This tuning approach is the same that governs the movements of groups of animals: groups of fireflies, flocks of birds that change direction, fish stocks, etc.

I like to find non-academic books that leverage to popularize science!

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.