Philip Kotler: the 10 principles of the New Marketing

This morning I was working on an article about the different types of target audience for a product of Cultural Tourism, when I reminded the conference that gave Philip Kotler in Barcelona in late 2004 and to which I was lucky enough to attend. In this conference, Philip Kotler told us the 10 principles of the New Marketing and I remember that one of the slides that struck me was just a segmentation of target audience that Kotler showed us an example.

Although it has been 4 years since this conference today rereading the summary and seeing what Kotler proposed remains interesting, I decided to publish it again and do it with today's date instead of entering it in the blog earlier date as I have done with other articles'm finding the net and gave up for lost.

So here goes:

Philip Kotler - The 10 principles of the New Marketing - Introduction

Kotler is recognized as the world's foremost authority on Marketing and author of the most important works written in the field of Marketing. He has been a consultant for companies such as General Electric, General Motors, IBM, AT & T, Honeywell, Bank of America and Merck. He is the father of modern marketing, the marketing 2.0.

This article is the summary of the conference held at the Philip Kotler World Forum Marketing and SalesIn Barcelona in October 2004.

Kotler assumes that Marketing as we know it is finished and needs to evolve to something much more in keeping with our time, the immediacy of information and total segmentation, have completely changed our consumption habits.

Marketing productivity has been declining over time
TV ads are becoming less impact on the audience. According to a recent study, the ads have a return of 32 cents for every dollar invested.

Also traditional mail communication is increasingly poorer response and further telemarketing. Whereupon, it is increasingly difficult for the launch of a new product to be successful, since the resistance of consumers are reaching extremes that make all the assumptions of traditional marketing have to be revised.

According to Kotler, a person in the United States, is subject to between 3,000 and 5,000 advertising impacts the day. With what people are completely saturated.

  • 60% of those interviewed in the study mentioned by Kotler, hates publicity and marketing.
  • 70% of people, change the channel or leave the TV during commercial breaks.
  • 60% of people want advertising in general is limited.
  • 14% of people want the advertising ban.
  • 41% of people would be willing to pay for that TV stations no advertising was aired.
  • 70% would be willing to buy a product to help them eliminate advertising from their screens.

The other battlefield is in businessWhat a CFO thinks about Marketing your business?

  • Less than 57% of CFOs believe that investment in marketing your company does, have a positive effect on the growth of it.
  • 27% believe that Marketing is only useful as short-term tactic.
  • 32% admit that in hard times for a company, the first budget to cut is marketing.

philip-kotler

The 10 principles of the New Marketing Philip Kotler proposed

Principle 1: Recognize that power, the consumer now has:

Information is ubiquitous (is everywhere at the same time) and consumers are well informed about most products on those who are interested, so the sale should be based on dialogue and marketing "connect and collaborate" not a monologue selling and marketing focus on "direct and control" to the consumer. We offer our customers better solutions, most satisfying experiences and the opportunity to have a long-term relationship.

Principle # 2: Develop the offer pointing directly only to the objective of that product or service public.

Kotler Here we illustrated with a quote from Tony O'Reilly, former CEO of Heinz Foods:

"Find a niche, and then make sure there is a market for that niche."

Among the curiosities that Kotler showed in his presentation struck me above all segmentation so brutal (hence the vocabulary used, and the volume), which even at the risk that this article should be split into 2 for ease of reading, I prefer to quote here the different types of groups of people who Kotler uses in its geo-demographic studies, sorted by type, not by annual income:

  • The blue blood (income of over $ 70,000)
  • Money and brain (income over $ 45,000)
  • Hides and family cars ($ 50,000)
  • Pool and Garden ($ 35,800)
  • Two or more rugs ($ 31,200)
  • Young people with influence ($ 30,400)
  • Young approaching ($ 38,500)
  • Fans of microchips ($ 32,200)
  • Urbanitas the Gold Coast ($ 36,800)
  • various Bohemians ($ 21,900)
  • Companies Negras (33,150 dollars)
  • New Beginnings ($ 24,800)
  • From the land of God ($ 36,700) (guess refers to landowners)
  • New owners ($ 25,900)
  • Streets and cities ($ 17,800)
  • Those who wear Levi's ($ 28,700)
  • The Grey ($ 25,200) power (refers to the mass civil service)
  • Rank and file ($ 26,200) (military)
  • Blue Collars ($ 30,000) (media workers Industry)
  • average American ($ 24,400)
  • Coalburg & Corntown ($ 23,900) (translated becomes: miners and farmers [primary sector])

Even as part of this second point among the 10 features of the New Marketing, I think it's the slide that left me perplexed all we saw during the conference. And it is that 21 segmentation by income and type of person, had never seen ...

Principle # 3: Designing marketing strategies from the point of view of the customer.

Once we are clear what segment we went with our product, Kotler recommends that we focus on the value proposition we offer our customers and we design a marketing campaign aimed to communicate this value proposition, not the characteristics of our product it is what is usually done normally.

In order to discover what things considered "value propositions" Our customers, Kotler advises:

  • Identify the expectations of our customers or potential customers.
  • Decide which of these values ​​are going to compete (for example, Nike competes for: win, beat the masses, extreme exertion, the smell of sweat ... However New Balace, competing in the same segment, but does so with values: self-improvement, inner harmony, the smell of nature, spiritual development, etc ...)
  • To analyze the ability of our organization to those values ​​to our customers.
  • The message we must communicate and sell, is about the value we pass on, not about the features of our product.
  • Make sure we give the value promised and that over time we will improve and expand this model of value.

To encourage and guide the listeners, Kotler showed us some examples of sales messages designed to convey the value offered to the user, instead of orienting the product.

Here are some of them:

  • Product sold: liters of paint to paint cars. Message to convey: we actually painted cars.
  • Product: pet food. Message: health and animal weight gain.
  • Product: diesel engines. Message: power is never interrupted.
  • Product: explosives. Message: rocks made crumbs.

Principle # 4: Focus on how to distribute / deliver the product, not the product itself.

Kotler proposes to ask ourselves if we can find a way to redefine our distribution network and delivery to provide more value to the user. Some companies have already done, in the case of Dell Ikea online and offline world level.

Principle # 5: Seek customer to jointly create more value: the role of the company has changed.

With Transactional Marketing (about 1950), the company defined and created value for consumers. With Relationship Marketing (1980 to present), the company focused on attracting, developing and retaining profitable customers. The new Marketing, or Marketing Collaborative (as he calls Kotler) should focus on working with the client so that together, create new and unique ways to create value. It proposes that we establish dialogue with our customers and the communities of consumers of our products.

The collaborative marketing can be done from two aspects:

  • Offering a product line so that the customer can find the one closest to your wishes. For example, 20 different colors for the same item, or 26 different options for hockey sticks (this is a real case).
  • Have everything ready to adapt our product to the specific needs of a client. The clearest example of this is buying a Dell computer, but Kotler showed us many other examples of online businesses and offline also made products for normal consumption, as the buyer (tailored jeans, makeup, perfumes, candles, golf clubs, breakfast cereals, credit cards, etc ...)

Although Kotler also proposes to let the customer participate in the original design of the products, for example asking for advice based customers while product prototypes are developed.

Principle # 6: Use new ways to reach customers with our messages.

... And especially watch a lot with unhappy customers, since Internet permits you to reach many people, and can do much harm if not properly treated.

As for our marketing, Kotler special emphasis on the "permition Marketing" (or Marketing with permission) because it is a good way for the customer to indicate whether or not to receive such advertising and needless that trouble those who do not want it.

Regarding what to use new ways to reach customers, recommended that we include our advertisements always 3 things:

  • The value we want to convey.
  • useful for the user.
  • Something that fun or at least entertain it.

And about new ways to advertise, he stressed the importance of sponsorships, mentions of our products in TV shows or entertainment programs or their appearance at festivals, and above all, the direct promotion on the street.

Llegados a este punto, Kotler nos ilustró con un divertido ejemplo de una práctica que por lo visto se ha puesto de moda en algunas zonas turísticas. Cerca de algún monumento interesante se sitúa a una azafata/vendedora camuflada de turista, que solicita a otros turistas que le hagan una fotografía con un móvil/cámara digital. La azafata/vendedora explica a los turistas cómo funciona la cámara y sus ventajas. Los turistas le hacen la foto y ven el resultado en la pantalla. Sin saberlo, han estado participando en la demo de un producto, prestando una atención del 100% a las explicaciones del vendedor.

Without going to these extremes of "cheating" the potential client, Kotler outlined some examples of campaigns in the street who have given very good results:

Campaign Vespa through the streets of Los Angeles: Some more or less known models walked for a while through the streets of Los Angeles, with these bikes, visiting the trendy bars and talking to the people who frequented.

Ford campaign for the launch of the Ford Focus: Ford identified 120 people in 6 key markets, and let them use for free for 6 months a Focus and promotional material thereof. This same practice often do video game companies with hundreds of teenagers who enjoy free games in exchange for talking about them to their friends.

Principle No. 7: Develop metrics and analyze the ROI (Return on Investment)

Philip Kotler stressed the importance of having a scorecard that gives us an accurate picture of how they are evolving each of the factors involved in the sales process.

I list below some of the metrics that Kotler considered essential:

About Product:

  • Improvements in quality: measure how many improvements have been implemented in our products.
  • Percentages of sales of new products
  • I profit generated by product

Customer Segmentation:

  • Customer satisfaction
  • Average price of sales to a customer
  • Number of customer complaints

About markets:

  • Market penetration
  • Market share
  • Increase in sales
  • Benefits

Principle # 8: Develop high-tech marketing.

At this point, Kotler warned that although high technology is required, it is not to the same degree for all companies. Nor is it only in implementing a CRM or ERP.

Anecdotally, Kotler told us of a funny equation: OO + NT = EOO

New Technology + Old Organization = Expensive Old Organization

The 8 Pillars of the high technology applied to marketing are:

  • Performing predictive analysis
  • Automation of sales: the aim is to provide sellers bargaining power. They must know in real time stock status, margins by product, etc ...
  • Marketing automation: there are many threads that can be automated marketing: the selection of names for a particular campaign, making decision on whether you have a credit or not, send samples to a particular target, etc ...
  • Modeling: engineering marketing, Kotler called
  • The table creation process: graphic representation of processes such as growth in new customers, billing customers, billing, etc ...
  • Creating performance tables: by object and person results.
  • The management of campaigns
  • Project management
  • A new product management

Kotler emphasizes the direction of campaigns, projects and products, especially since it was detected that the main stumbling block in implementing high technology, is the ignorance of the existence of it, by the marketing professionals. Hence the direction of these three sections is key when implementing it.

Principle # 9: Focus on creating long-term assets

6 Key to create long-term assets factors:

  • Being honest with our brand
  • Being honest with our customers
  • Providing quality service
  • Maintaining good relations with our shareholders
  • Being aware of our intellectual capital
  • Create a corporate reputation

Kotler highlighted the difference between a profit-oriented, with respect to achieving oriented customer loyalty business enterprise:

  • Oriented company benefits: Reduced costs, replacing people with technology, reduces the price and value of the products, get many customers.
  • The company oriented customer loyalty: Investing in marketing assets, empowers employees using technology, seeks to reduce product prices to reward customer inquires how you can give more value to your customer, select customers getting.

Principle # 10: Looking at marketing as a whole, to regain influence in your own company.

Marketing affects all processes of a company and this is what we convey in our own company.

Decisions made in maketing affect customers, members of the company and external collaborators. Together we must define what the market that the company is heading. Together they have to discover what opportunities appearing on the market (Kotler proposes to think it at least 5 opportunities each year), and together they should find out what training and infrastructure will be needed to carry it all out.

The intervention of these 3 factors: customers, the company and the network of partners in the marketing of our company, is what will show us that we are on track and we are beginning to apply the rules of the New Marketing.

And with this last point, we finished the "summary" of the conference by Philip Kotler in the framework of the World Forum of Marketing and Sales. The truth is that the conference really paid off and that all attendees left her with a huge desire to start applying what they have learned. The downside is that it costs him his power to implement concrete actions explained to the company, but at least Kotler was quite clear and we illustrated with many examples.

Links:

Link not to miss for the world: Power Point Presentation of a seminar Kotler, which includes the 10 principles outlined in this article. It is in English, but is very good and very complete. Philip Kotler

FMMV website: Program and speaker bios - Maketing and Sales

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

Video showing the technology of the future, according to Microsoft

A couple of months ago Microsoft released this video in which some of the technological advances which are shown working and believe to have developed in the immediate future.
All that shows video, highlight the following:

  • Spectacular digital "paper" newspaper plasma screen but it is flexible type and light.
  • Mobile devices are an evolution of PDAs and telephones, and are able to interact with any other dispotivo with which they are.
  • Large windows transparent, ubiquitous presence, which are touch screens Minority Report (they already exist ... but not of this size).
  • Cards and credit cards "paper" but fully interactive.

Anyway ... a whole array of new devices that promise the next 10 years will be very interesting at the level of interaction between computers and humans.

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

Review of "HARVEST OF CENTAUR" by Eduardo Gallego and Guillem Sanchez - NOVA Ed B.

As every year, the Nova Collection Ediciones B publishes the winning book Short Novel prize UPC Science Fiction. This year's winning book is "Harvest Centauri"Eduardo Gallego and Guillem Sanchez.Harvest Centauri

Like all books NOVA Collection, the book includes a presentation of Miquel Barceló (without detracting from the content of the books, the presentation of Miquel Barceló is one of the best things about this collection). In this book also it gave the conference included Lois McMaster Bujold in the ceremony of the UPC awards. Still, I've missed you too advertize any of the finalists and the winning play section UPC students ... are usually interesting and different works, and in previous editions published them in the same book by the winning work ... What will the crisis?

Let's talk about the book:
La trama transcurre en un futuro lejano en el que nuestra galaxia está colonizada por humanos, pero por dos grupos separados que habían perdido contacto entre sí. Los de un brazo están más desarrollados en ingeniería y disponen de buenas naves espaciales, larga vida y androides de combate (con sentimientos) y que físicamente son indistinguibles de los humanos. En el otro brazo de la galaxia es la biología la ciencia que se ha desarrollado más, y sus habitantes son capaces de crear edificios a partir del desarrollo natural de árboles y plantas, son pacíficos y sociables, y aun a pesar de ser capaces de colonizar planetas de distintos sistemas, no disponen de naves que rivalicen con las de los humanos del otro brazo.

Only by developing the "first encounter" and the subsequent relationship between the two groups of settlers of the two arms, the book and promised to be interesting, but the authors have not been satisfied with this and have included in the plot to a powerful alien species it is dedicated to plant life different planets, and then returns to "pick up" their harvest.

Following this argument, some of the remaining planets to collect, are located in the human site arm which has developed more biology, and the imminent danger that leads to the appearance of these aliens causes the representatives of the two companies human unite to collaborate and solve the mystery of harvested planets.

As this is a short novel, the book is read in a couple of days and leaves you wanting to know more about human colonies and the interaction between them.

About the Authors: Eduardo Gallego is a biologist and professor of mycology at the University of Almería. Guillem Sánchez He is an economist and military history buff. Together they make a good tandem. I had not read anything about them so far, even though Miquel Barceló indicates in his preface that both are known in the world of Science Fiction Spanish, so we'll look to amend my mistake and read more books by these authors.

In short, a book 100% recommended, which leaves a good taste and makes for a fun weekend.

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

Review of "ATLANTIS: A short history of a Platonic myth" by Pierre Vidal-Naquet - Ediciones Akal

Unlike the books I've been writing reviews, Atlantis: A short history of a Platonic myth It is not a book of science fiction. This is an essay written by Pierre Vidal-Naquet walking and analyzes the emergence of the myth of Atlantis in the Western world literature.Atlantis Pierre Vidal-Naquet

The book begins with Plato in 355 B.C. when Atlantis appointment and described both his work Timeo like in Critias. The author comes to our present time, via Rome, the Renaissance, for the works of Jules Verne, and even our Mn. Cinto Verdaguer which speaks of Atlantis in his eponymous poem.

Among other issues, also it analyzes how the Hitler era Germans take over the item and include it in their mythology, becoming the Aryan race, the race of the descendants of the Atlanteans. From this premise part of the argument of many science fiction books I've been chronicling in this blog.

After analyzing all available information about Atlantis, the opinion of Pierre Vidal-Naquet is that the myth of Atlantis was literally "invented" by Plato as a metaphor to illustrate an imaginary and utopian Athens, and that eventually the myth and history are mixed giving rise to numerous speculations about the origin of this lost continent, the descendants of the Atlanteans and the evolution of language and the Atlantean culture.

In the book, the author uses to include many interesting antique prints with maps of possible sites of Atlantis that have been published over the last 2000 years.

In general, a scholarly book, with lots of footnotes page (sometimes the note occupies almost the entire page) but we read with little effort to the minimum that a certain interest in the subject is taken. 100% recommended if you want to know more about Atlantis.

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

Introducing the Digital Marketing Guide Manlleu

Cámara de Comercio de BarcelonaHoy se ha presentado en Manlleu, en la sede que la Cámara de Comercio de Barcelona mantiene en esta ciudad, la Guía de Marketing Digital publicada por ésta cámara y por PIMESTIC.

Parte del acto de presentación ha consistido en una ponencia mía titulada “Las 9 Técnicas para Atraer Visitas a una Página web”. En esta charla explico las 9 formas de atraer tráfico a una página web.

La presentación ha sido todo un éxito, la sala estaba llena, las empresas han hecho preguntas y al salir, bastante gente se ha quedado para hablar conmigo y para interesarse por las ayudas de PIMESTIC para empresas.

Como siempre, quizás me he entretenido demasiado en el posicionamiento en buscadores, pero dado que es la técnica número 1, la más efectiva y la más barata, pienso que vale la pena explicar un poco más de lo que el tiempo me permite… hoy no ha sido una excepción. También al explicar cómo optimizar una campaña SEM pienso que me he alargado demasiado… pero de nuevo, la gente preguntaba y pedía más. ¿Cómo voy a negarme?

Total, que en lugar de una hora, mi presentación ha durado 2 horas y media… pero nadie se ha quejado, ni se ha ido antes de finalizarla, así que creo que la han encontrado útil y de inmediata aplicación en sus negocios.

Por si alguna persona del público visita el blog, aquí van los enlaces relacionados con la ponencia:

  • Free search engine optimization course: Search Engine Optimization Course.
  • Vídeo y presentación idéntica a la de hoy, en la que se puede escuchar la charla y también seguir las diapositivas (corresponde a esta misma charla, pero impartida el 20 de febrero en Barcelona): Vídeo ponencia de Marketing Digital.
  • URL en la que se puede descargar la Guía de Marketing Digital de PIMESTIC y la Cámara: Guía de Marketing Digital.
  • URL en la que de puede descargar la Electronic Commerce Guide (que viene a ser la charla, pero con 23 técnicas de Marketing Digital en lugar de las 9 primeras): Electronic Commerce Guide.
  • URL con todas las Guías de la Cámara de Comercio de Barcelona: Guías para empresas.

La próxima: en Vilafranca del Penedés el día 31 de marzo a las 9h30′, en la sede de la Cámara de Comercio de Barcelona en esta ciudad.

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

The "Rules of Acquisition" of the Ferengi and real life

Last week I had a "experiencia revival"Related to one of my favorite hobbies in what is Science Fiction: the universe Star Trek.

He was quietly reading the tweets of the people I follow, when I found a few twits published by Sean Donahoe they were clavaditos to Rules of Acquisition de los Ferengi: If "profit"Here ... that if"profit"There ... until I took the liberty to contact him and ask him if he had ever read the Rules of Acquisition. I said yes but had not realized that his advice seemed both to these rules. Quark a Ferengi Deep Space Nine

The Ferengi (or Ferenghi) are a humanoid species originating from the planet Fenginar that physically are characterized by their large ears, punteagudos teeth and prominent frontal lobes. A sociocultural level, the Ferengi are a very interesting species that maintains a culture based on trade and follow a code of conduct called "Rules of Acquisition"(Sorry, I could not translate giving the meaning in English).

At first viewing Star Trek (This loooong time ago) each time a Ferengi cited a rule, pointing me in a book ... Some of them are excellent and very helpful in doing business. Others are not so applicable, but at least get you to smile.

Just one of the first rules I heard and wrote down, is one of the most try to use when I work (as a mantra) ...:
Opportunity plus instinct equals profit.”
Is very good.

Ferengi Some golden rules that can be applied to any business:
Good customers are as rare as latinum, treasure them.
The bigger the smile, the sharper the knife.
Every once in a while declare peace. It confuses the hell out of your enemies.
Ask not what your profits can do for you, ask what you can do for your profits.

In total there are 280 rules. Divertísimas all ... and some, like those mentioned above, very useful in real life.

On the Internet, the web that it collects all and indicates who and where he recited the first rule is: Rules of Acquisition

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

Review of "invasive treatment" of Orson Scott Card and Aaron Johnston - Nova

After reading the penultimate sequel Ender's GameI promised myself not to read anything more than Orson Scott Card. When from Nova published the latest sequel, I did not buy it, even though I bought all the books published this collection. Not that I have anything against Orson Scott Card (I met him in Mataro Hispacon in 97 and I've read almost everything published his Nova de Ediciones B). But he was sick of sequels to Ender and books aimed at an increasingly young audience and without any grace or orientation toward science fiction.Invader treatment, Orson Scott Card and Aaron Johnston

When I saw that Nova published Invader treatmentI was tempted to not not buy it, but reading the back I saw that was not set in the Ender universe and perhaps could give another chance to CSOs. I'm glad to have given it ... although I'm not sure that this book can be attributed to CSOs. I explain:

As indicated the same as OSC and makes Miquel Barceló in his foreword, the book was written by Aaron Johnston from a story published in Analog CSO in 1976. So although the characters are typical of CSOs, the rest of the book it is not.

Make no mistake, the book is written by Aaron Joshnston not by CSOs. Although CSO hand can be seen in the plot and setting.

¿Es o no es un libro de OSC? ¿O es un libro escrito a medias como indican en la portada al mostrar los dos autores?… yo pienso que no, que es una novela escrita por Aaron Joshnton (un guionista amigo de OSC), basando el argumento en una narración de OSC, supervisado todo por OSC, y utilizando el nombre de OSC para vender más… pero bueno… eso no quita que el libro está bien, aunque para empezar, además de no ser OSC el autor, tampoco se trata de un libro de Ciencia Ficción aunque se publique en la colección Nova de Ediciones B, si no que es un Thriler Biolotecnológico, por más que Miquel Barceló quiera justificarlo en el prólogo.

The plot tells the story of several characters and mysterious "healers" who are biologically enhanced. These healers have a virus that adapts to individual genetics for which has been created, and allow any genetic disease cure the person to whom he inoculated. So in theory, they have the cure for many diseases until today mortals. The bad thing about this virus is that for a few days, is deadly to other humans who are close to the sick, which makes it extremely dangerous. And the bad thing is that the curators believe in a new religious cult invented by its leader, promising them "happy world"And above all healthier.

We must acknowledge that even though there is a clear protagonist, all characters are treated in depth and acquire the dimension that gets to empathize with some and hate others. This is something that CSOs often do well in their books and this has certainly veiled it so well.

También vemos la mano de OSC en los dilemas que se plantean los personajes en temas como la ingeniería genética y la evolución de los humanos. Se trata de saber si los virus que modifican nuestro genoma son o no son la respuesta a nuestros problemas, o sobre qué consecuencias puede tener para una sociedad el que se investigue más sobre este campo, con el fin de poder modificar nuestra especie.

Aquí, como en otras cosas, discrepo de OSC y por lo tanto la mayor parte del libro me la he pasado estando a favor de “los malos”. Para mí no hay duda en que en algún momento tendremos que modificar el genoma humano y adaptarlo al medio en el que nos encontremos en cada momento. De lo contrario la colonización de Marte o las largas estancias en el espacio no van a ser posibles… pero ya sabemos que las creencias de OSC le impiden aceptar esto, así que el libro acaba postulando en contra de la investigación en ciertos campos de la ingeniería genética y el autor pone los virus que reparan el ADN en manos de un desequilibrado megalómano que quiere conquistar el mundo, advirtiéndonos así, de los peligros de disponer de este tipo de tecnología.

Overall, the book is well written, can be read well, engages, has pace and ultimately, a book that makes you think it is. So my verdict is a book by Orson Scott Card and Aaron is Joshnston, is that it is 100% recommended.

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

ACC10 published Aids for export via the Internet

ACC1Ó (Formerly COPCA and CIDEM) has just published subsidies and grants for 2009. The program that we are most interested at company level is the 2bDigital (Read "to be digital"), Which helps companies based in Catalunya to export more using digital and Internet tools.

This program is conducted in two phases:

  1. Support for the creation of an International Online Marketing Plan: Including competition analysis, analysis of the target market is defined, the analysis of the different value propositions for each segment of the target audience, and basic guidelines for getting a website oriented client and it is positioned correctly. Rate this plan Acc1ó 2,100 euros and companies pay half this amount.
  2. Support for the creation of an International Plan of Action Online: Including search engine optimization, creation of SEM campaigns, creation of advertising campaigns, management of the client company presence in international markets, etc. ACC10 this plan valued at 2,100 euros and companies pay half this amount.

Upon completion of the phases, Acc10 also pays 30% (up to 3,000 euros) for expenses incurred by the company to adapt its Web Marketing Plan or redo it again.

It also pays 50% (up to 1,000 euros) of Digital Marketing expenses have the company in 2009. For example SEM campaign expenditures or expenditures to be present in any marketplace payment.

For more information, here you will find the official document with this information: 2BDigital del stitches

If you prefer to be informed directly and explain how you can adapt the 2BDigital program to the needs of your company, please contact with GEAIPC. We are at your disposal.

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