Academic research related articles.

How to move from selling products to selling solutions

En el entorno cambiante en el que vivimos en la actualidad, es necesario que las empresas innoven con todos los recursos de los que disponen. Uno de estos recursos es el Modelo de Negocio (el sistema por el que una empresa crea valor, ofrece ese valor a un público objetivo determinado y recoge del valor en forma de ingresos). Innovar en del Modelo de negocio es una capacidad de las empresas llamada Business Model Innovation (BMI). El objetivo del BMI es disrumpir el mercado creando un modelo que dé una ventaja competitiva a la empresa.

Cuando lo que la empresa desea no es disrumpir, si no sobrevivir a una disrupción de un competidor, a ese proceso se le llama Business Model Adaptation (BMA) y consiste en cambiar el modelo actual para adaptarse al nuevo entorno.

Uno de estos cambios en el modelo de negocio que muchas empresas están llevando a cabo para poder sobrevivir en el entorno actual, es pasar de vender productos a vender soluciones. A este tipo de Modelos de Negocio en inglés se les llama Outcome-Based Business Models… en castellano es complicado ponerle un nombre que transmita lo que realmente es… así que lo llamamos Modelos de Negocio Basados en Vender Soluciones en lugar de productos. El objetivo final es incrementar la facturación y mantener una relación más estrecha con tus clientes actuales (conseguir clientes cautivos).

Ejemplos de “cómo vender productos a vender soluciones”

Ejemplo B2B (de empresa a empresa): el ejemplo de libro es el de Xerox y cómo pasa de vender fotocopiadoras a vender el servicio de cobrar por fotocopias, a partir de las máquinas que las empresas alquilan por un módico precio e instalan en sus oficinas. Pero también es el cambio que hizo Amazon a principios de los años 2000… pasó de ser una tienda de libros a una solución integral para escritores, y luego para todo tipo de empresas.

Ejemplo B2C (de empresa a consumidor): somos una clínica veterinaria y pasamos de vender consultas sueltas a una tarifa plana mensual para animales que requieren tratamientos especiales. Otro ejemplo relacionado con animales… vendemos comida para gatos y sabemos que cada dos meses nuestros clientes van a comprar un saco de pienso de 5 Kg. Les ofrecemos una tarifa plana anual y les enviamos cada dos meses, de forma automática, el pienso para su gato para que no tengan que preocuparse por hacer la compra. Podemos hacerlo con un ligero descuento para motivar a los clientes. En el sector turístico el cambio ya se ha realizado hace años… no se venden productos, se venden experiencias.

En qué consiste el cambio de “vender productos a vender soluciones” exactamente:

Dejar de vender productos para vender soluciones, no es fácil de hacer, así que cuando una empresa lo consigue con éxito, normalmente alguien escribe un caso. Pues bien, hoy estaba leyendo uno de estos casos, y me ha parecido interesante compartir cómo lo hicieron, por si puede servir de inspiración a alguno de los lectores y lectoras de este blog. Aquí va un pequeño resumen:

Desde el punto de vista del proveedor: éste pasa de un modelo basado en hacer dinero vendiendo un producto, realizando su mantenimiento y vendiendo recambios, a ganar dinero en función de si su producto consigue o no los resultados que el cliente desea. El producto, el mantenimiento y los recambios pasan a ser gastos. Los ingresos dependerán de la viabilidad de la solución.

Desde el punto de vista del cliente: éste pasa a depender de un proveedor con el que va a tener una relación casi de dependencia, va a ser muy complicado cambiar de proveedor. Su modelo de negocio y el del proveedor deben alinearse.

Cómo se hace el cambio

El cambio requiere tres fases:

Fase 1 de: “Cómo pasar de vender productos a vender soluciones”

Definición de la nueva propuesta de valor: en esta fase hay que identificar las oportunidades en la creación de valor con nuestros clientes. Hay que buscar oportunidades que sean ganar-ganar (win-win) y evaluar los beneficios potenciales que podría reportar para nuestra empresa. También hay que determinar qué productos van a convertirse en servicios y cómo encaja esto en la estrategia de nuestro cliente. Es un factor clave de éxito el hecho de haber escuchado muy bien a los clientes y entender claramente qué es lo que necesitan solucionar. El feedback de nuestro departamento comercial será decisivo en esta fase. Hay que escuchar atentamente al cliente y a nuestros comerciales.

Fase 2 de: “Cómo pasar de vender productos a vender soluciones”

Descripción de cómo se va a proveer el servicio al cliente. Esta fase tiene dos procesos clave bien diferenciados:

  • El diseño del servicio: diseño de la arquitectura de valor, diseño de todos los procesos y la adaptación de los productos que van a ser convertidos en servicios.
  • El diseño de la relación con el cliente: análisis de los riesgos, diseño de los indicadores de medición del rendimiento (KPI, por Key Performance Indicators) y la creación de los contratos que van a regir la relación con el cliente.

Fase 3 de: “Cómo pasar de vender productos a vender soluciones”

Ejecución del servicio y control del resultado final: esta es la fase en la que se realiza la instalación de la solución para el cliente y se refinan todos los procesos para explorar oportunidades de mejora. También en esta fase es necesario formar a nuestro equipo en ventas para pasar a vender soluciones con efectividad. Así mismo, durante esta fase se implementan los mecanismos de control y se analiza si la distribución del valor entre nosotros y el cliente es justa (si realmente la relación con el cliente es de win-win).

Espero que este resumen te haya sido interesante e inspirador.
Si deseas más información sobre “How to move from selling products to selling solutions” aquí van algunos enlaces que te pueden interesar:

Seguimos en contacto!

A hug

Montse.

Download the Practical Guide to Twitter for Business

Here is the second of the guides company in which we are working from the Research Institute 3isic.

This time, the guide is dedicated to Twitter and how to make the most of the enterprise level.

A primera vista las empresas pueden pensar que Twitter es una herramienta muy limitada para la comunicación corporativa debido a los 140 caracteres, pero precisament esta es una de sus ventajas, no da pié a escribir sin sentidos y la gente va directo al grano. También es cierto que el Twitter que teníamos hace 5 años prácticamente ha desaparecido y ahora es más un medio de comunicación que una red social… de hecho, Twitter solicitó a principios del 2016 que tanto Google Play com el Apple Store cambiaran la categoría de esta herramienta y estuviera junto a los otros medios de comunicación.

What sense then has Twitter and why so much talk about this tool? How we can utilitzar at company level? What are the key success factors for corporate communication in Twitter?

In this guide we answer some of these questions and certainly you will help to create the online strategy in this network.

Basic Guide for Business TWITTER

I hope you find it useful

We're going talking

Montse.

Find out what has been the most searched on Google in 2012

In late December Google released its Google Zeitgeist 2012. In this list you will see more searches have been made in Spain, sorted by subject.

Of these there is something to learn. I particularly like to see related searches "how to do... ". These searches give me ideas to create content or to redirect my projects.

This year for example, I see that among the top searches of this type is:

  • how to make cupcakes
  • how to make pancakes
  • how to bechamel

... For nothing ... to continue my recipe blog :-) (www.cuinadecasa.com)

But I see that the most sought is a "How it works Twitter"... Perhaps this search deserves an article ... (and I will think this weekend)

I have already talked about this marketing technique on other occasions, is the Content Marketing and it consists of creating content in order to attract visitors to our website. Obviously they must be related to ours (this is why I go in the recipe to make bechamel in the cooking blog and not on marketing), but ultimately is to stick with what content is the basis of Márqueting :

  • We define what kind of target audience we are headed.
  • Knowing what interests them and what not.
  • If we can cover you analyze any of your needs with our services (or if we can adapt one to cover your needs)
  • Run the service.
  • Then dedicate ourselves to retain and develop customer.

For all this, Google publishes the list each year can be of much use. So here is the link again: Google Zeitgeist 2012

I hope you will inspire.

The influence of age on the implementation of an electronic commerce

In the analysis of the factors influencing the implementation and development of e-commerce companies, we find that there empirical evidence that there is a relationship between personal characteristics of managers of enterprises and the successful adoption of such tools.

This is precisely what I'm looking at right now as part of my PhD. To this end, I examine the most relevant articles in this research area and make my own fieldwork. I'm focusing on all the features, but especially in the age, since there are many researchers who have identified a correlation between the age of management and electronic commerce.

This is where I need your help!

If I want to write a quality article with good research, hard data and validating or refuting previous research and my hypothesis, I need to own empirical data.

To do this, I have prepared an online survey of directors of Catalan companies who practice some form of electronic commerce. Understanding e-commerce in its broad definition of the term: any transaction initiated on the internet. That is, almost any company today.

The survey is hanging here:

Survey on the characteristics of managers.

I will be most grateful if stuffed. It will not take more than 2 minutes and the questions are very simple and anonymous.

Por si te puede ser de utilidad: la encuesta la he realizado con Survey Monkey. Una herramienta que permite realizar encuestas online. Tiene una versión gratuita y una de pago. La que verás clicando en el enlace anterior es la de pago, que permite incluir el logo de la empresa, tener varias encuestas a la vez y en general gestionar toda la información que necesito para el doctorado. Ambas versiones disponen de aplicación para Facebook que permiten incorporar la encuesta en tu perfil (es lo que yo haré esta tarde).

Create the survey is not difficult but there are many types of question, so it is first necessary to take the time to go see all the possibilities of the tool. It also goes well see the examples that they themselves propose. They have multilingual version.

Well that's it. Again, I ask for your help if you work or you worked for a company based in Catalonia. Please make this survey https://www.surveymonkey.com/s/57WC9JC and share the link with people who think you can also participate.

A big hug.

New Google service: Books Ngram Viewer (speaking on what books?)

This December, Google surprised us with a tool that works like Google Trends but from its database of books (Google Books). That is, it tells us about what they talk about books you have stored and dating from 1800 to today. Is about Google Ngrams. The official name is "Google Books Ngram Viewer".

The image I show along these lines analyzes the appearance of the words "money", "Health" and "love" in the literature of the last two centuries (clícala to amplify).

Is not it great to have this kind of tool? And on top is not only in English but it has literature in 7 languages ​​(Catalan unfortunately is not yet one of them). English also distinguishes between fiction, bestsellers and literature in general.

With my students in masters online de PMasters (UAB) we are analyzing since Google made public and we discussed its use at the enterprise level. The truth is that we have not found, but at the level of sociological research is an interesting tool.

If you have a moment, play a little with it. Test for example: war and peace, love and hate, rock and pop [are suggestions from students :-)], or play to see how cities become trendy looking for example: Madrid, Barcelona, ​​Paris, London, Prague Rome. O Spain, Italy and France.

Some little things: monitor with accents (discriminates).

It all goes well ... and happy 2011!

Neuroscience Day, Friday 26 November in Barcelona

Jornada de Neurociencia AGIMAWith the suggestive title "Brain power at the service of leadership and happiness in life and in business " the first day of Neuroscience to be held on 26 November at the Etseib (ETSEIB) is presented.

My participation will be a spectator, but the day promises to be interesting and entertaining. We learn how to motivate people working in our environment and how companies get happier.

The teacher Silvia DamianoExpert of the human brain and professor at Mt. Eliza Executive Education at Melbourne Business School, will explain his latest research on commitment and leadership in women and men. As reflected in his latest book, Engage Me (Involve me), companies with more committed people generate more revenue, profit and earnings per share. Those most involved perform their work better and 20% are reduced by 87% initiatives leave the company (loyalty, performance). The companies involved are 43% more productive.

What is the "engagement"? "You put your head and your heart in what you do and love him," said Silvia Damiano. The three E (in English) of involvement are "Enjoyment" (Enjoy), "Emotional connection" (emotional connection), "Empowerment" (Liability).

Neurally Silvia explains these concepts from the notion of "flow" (flow). I wonder if it's the same concept of "flow" that applies to video games and applications: the state that you get (depending on your abilities and task difficulty) in which time flies and which completely disconnected from what's around you.

For his part, Professor Albert Figueras of the Autonomous University of Barcelona, ​​physician and pharmacologist who studies the neurological basis of welfare, explain how the oxytocin, a hormone present in childbirth and lactation, is essential in establishing good social relations. Also influences our commitment, our decisions, how to work together and how we relate to our organizations.

The day will end with a round table moderated by Professor of ESADE Margaret MartinWhere different experts and business leaders explain its strategies to improve engagement, loyalty and help working people to be happier. Among the speakers will be: Love Agima Pujol, Anna Fornes humà the Factor Foundation, Jil Van Eyle Teaming Intercom Group, Jordi Ojeda Rational Time and UPC, Juan Carlos Angeles Hipertin SA. EO Network Economies Salvador Guasch Intangibles and Silvia of Vilchez, Director General of People of MRW.

In the attached image I have included the program of the day.

For more information, please click here: Neurociencia day - AGIMA

See you on Friday.

Research and managers of references 2.0

One of my short-term goals (meaning "short" as 3 years time, approx.) Is to conduct an Internet-related doctorate. To do this, just in teaching at the UAB, give lectures, run a business and be a mother of 3 children, were not enough, now I'm studying a Masters in Information Society and have chosen the branch of the master engaged in research to Ph.D. start next year.

A raíz de los trabajos que tengo que realizar para el máster, me he visto obligada a utilizar un gestor de referencias bibliográficas. Para quien no sepa qué es esto, un gestor de referencias es un programa que de forma automática almacena la información que hace referencia a artículos, libros, posts, etc. y facilita su posterior inserción en citas cuando estamos escribiendo un texto. También crea de forma automática la bibliografía y estandariza su formato.

There are many types of bibliographic managers, both free and paid software, desktop or online, and a large part of them can be integrated into Word and Internet browser you use. (You'll find more info on these programs in this post Abysnet)

After trying some of them, I opted for Zotero (www.zotero.org).

This program is online, integrates with Firefox to automatically record the references we obtained online (not integrated into Explorer), and integrated into Word, go quoting, automatically all the references we have introduced in our base data, and to create the literature referenced document we work.

Zotero also has a social network based on sharing literature related to specific topics.

As for now I will focus on investigating the advantages of online incorporation of traditional trade, as well as the key success factors of these businesses when they decide to have a presence on the webI created a group dedicated to sharing literature refers to this field of research.

The group is open and anyone can join him. For now I'm alone (I believe yesterday), but if you want to research this subject, you can join my group by clicking here (eCommerce & Digital Marketing) And help create a good bibliographic database.

On the other hand, if someone else is using Zotero and want to share tips, tricks, etc. I'll be happy to do so. Right now, for example, I'm trying to figure out how I have to write articles of a post of a blog to automatically Zotero to recognize them and with one click you can incorporate into your database (...'ll look plugins for WordPress to see if I find anyone to serve me. Any help in this regard will be highly appreciated).

later note: I have found a WordPress plugin that converts into easily interpretable data post for Zotero reference type managers. It can be downloaded here: Plugin para WordPress

We talk to each other.

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 cultural tourism product, when I reminded the conference that gave Philip Kotler in Barcelona in late 2004 and to which I was lucky enough to attend. At 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.

It is clear that marketing has to change, hence the 10 principles of new marketing

philip-kotler

The 10 principles of the New Marketing Philip Kotler proposed

Principle No. 1 New Marketing: 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 No. 2 New Marketing: 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 No. 3 New Marketing: 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 No. 4 New Marketing: 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 No. 5 New Marketing: Going customer to jointly create more value: the role of business 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 No. 6 New Marketing: 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 New Marketing: 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 of the New Marketing: 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 No. 9 New Marketing: 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 No. 10 New Marketing: 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

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.