Articles Digital Marketing and creating online businesses.

Review of "Seveneves" (The seven HALE) Neal Stephenson, Nova - Ediciones B

Review SevenevesNeal Stephenson read is a safe bet. As always, the book engages the base is scientific, suggests and prose is well written ... what more could you ask for?

Write a review without spoilers is complicated, but come on, it's summer and I have time ... so I'll try.

The book can be divided into two distinct parts (present and future) and a transition between the two.

En la primera, el autor parte de la premisa que la Tierra va a quedar inhabitable en 24 meses a causa de la explosión de la Luna. Y, sirviéndose de la especulación científica, desarrolla cómo con la tecnología actual, los gobiernos actuales y la sociedad tal como está, se podría crear un plan de evacuación para el máximo número de ciudadanos. Así que se abren diversos hilos argumentales al rededor de la selección de los supervivientes, de qué cosas se llevarán al espacio, de los perfiles más indicados, sobre cómo adaptar la Estación Espacial Internacional (ISS), sobre cómo consolar a los que se quedan, sobre las naves públicas y las naves privadas… en definitiva, de la organización de la evacuación.

Entre esta parte y la siguiente (5000 años en el futuro) está la parte de transición que da nombre al libro… el momento en que por causas accidentales que el autor va introduciendo en la primera parte, casi toda la humanidad queda reducida a 7 mujeres confinadas en una parte de la ISS, nuestras 7 Evas. Cada una de ellas con un perfil psicológico, con unas características físicas y con determinada visión sobre cómo debería ser el mundo y la humanidad. Por suerte, entre ellas hay una genetista y aunque el archivo genético de la Tierra está medio destruido, el laboratorio de la ISS sigue operativo.

The second part of the book is already in a future in which humanity has been divided into 7 races and the author explores the organization and coexistence of the 7 space societies and how it goes back to "terraform" Earth.

It is ultimately a story of annihilation and resurrection, approached from a scientific, psychological and sociological.

As always, there are details that lead to reflection for hours ... if 5,000 years mankind has managed to turn a wolf into a chihuahua only guided selection ... how far we could reach humans themselves with genetic engineering? If we could start again in a society created as why we regiríamos rules? What economic system would like? Why we would opt governmental system? What would interpersonal relationships in this new world?

Anyway ... 100% recommended reading for any lover of science fiction speculative.

How to pass a web from http to https

Use https instead of http in your website is becoming a necessity, not only to protect your users, but because improving the SEO of your website. Surely you had planned to do ... but you have not dared even because you know it's complicated. Well, here's this little guide to help you switch from http to https.

(If you want to know before what is https, you will find more information here: what is and what is https.)

Instructions to spend a website http to https

Let's see how we should migrate from http to https for everything to go quickly and without incident:

  1. You need to activate the SSL certificate that you provide your hosting. To do this, enter the control panel web hosting you want to make safer and look for the section "Security". There you should find a sub section called "SSL Certificates" next to the padlock icon. Section and enters that activates the certificate. Usually a free service and is done in one click. If your hosting does not offer this service, you can find it here Let’s Encrypt ... but things will not be so easy.
  2. Now you need to tell your web use the certificate that you just activated. If the web is created with WordPress this is really simple. You download the free plugin "Really Simple SSL" install it and activate giving the 'on' button. There, everything OK. If your site is created with another content manager, looking for the equivalent plugin. If your site is handmade, you must change the .htaccess.
  3. The plugin also ensures that when someone enters an old indexed without the https URL or some old link, go to the right page rather than one with 404 error.
  4. At this point, the web is already working with https, so you can enter it and check it. Unfortunately now we have to change more things: your Google Analytics and your Google Search Console (the old Google Webmasters). Go for it.
  5. How to tell Google Analytics to your site now uses https? You go into your account, you go to the admin area, enter configuration property and once there, where it says "default URL" http https change. Guards, and that's it.
  6. How to tell Google Search Console now using https? You have to enlist a new property ... you can not do anything with the old.
  7. Some other things that can help: Redo the Google Sitemap of your website (in the plugin "SEO by Yoast" if you use WordPress) and give high Google Webmasters again. Google also learns so quickly that now you use https.
  8. If your robot.txt contains instructions on where your sitemap, edit this information and indicates that Your sitemap is now in https.

Well, with this you should have about the web, all right, well sure.

As you see, make the change http to https is laborious, So do it calmly. If you have user registration or especially if you manage an e-commerce then not hesitate, and do it.

If you have any questions about any of the steps, please send me the question through the comments of this article.

A big hug.

What is and what is https

The https is encryption you get when your website is using a certified SSL. SSL stands for Secure Sockets LayerLayers of safe harbor in Castilian ... although almost certainly not this helps you understand that do exactly the SSL certificate and https.

In plain words, use an SSL certificate and therefore data encryption your website gets the following:

1) encrypts data so that if something were in the middle of that data stream and tried to read, I could not do it. You could see the data packet, yes, but not understand them because they are encrypted.

2) Ensures data integrity while being transferred because they can not be altered or intentionally or by mistake.

3) Provides authentication communicating to users that your site is really you say it is so the user can be sure that's your website and not a copy created by someone to steal the access data to your account whatever it will be stolen.

It is especially important in places where there are user registration and even more important in e-commerce sites.

Does https improves SEO?

10:15 am

If you want to read the official statement from Google, you can do so here: "Https as ranking signal

What is Content Marketing?

This article will try what the Content Marketing and what it is.

Basically, the technique of Content Marketing It is to create content on our website or on social networks, so that the attention of the various segments of our target audience and get attract so we can turn them into customers. It is a technique that is part of Inbount Marketing, Techniques to attract potential customers to our messages, instead of going to look for us using techniques such as advertising.

6 key success factors of Content Marketing

  1. We know very well what is our target audience segments.
  2. We know exactly what content might be of interest to each of these segments.
  3. We are able to create that content.
  4. To give voice to this content so that it reaches different segments of our target audience.
  5. That is what we show at the right time
  6. Once we have the public on our website, we are able to get them to become business contact or customer.

Content Marketing

Let's look at each of these factors affecting the Content Marketing:

How to know which segments have our target audience? This topic we have discussed in other articles, these two will find information that will help:

How could we know what content is of interest to each of our market segments? Answering this question is complicated because each segment is a world apart, so their interests vary widely. As in every action of Marketing, the Content Marketing It requires a great deal of empathy, so it's best that we put on the skin of a person of that segment and think what you really need to know, or what you should be looking. tools like Google Trends, he Keywords Analyzer Adwords or your own Google Analytics will help.

How can we create content? We can order it to a third party, we can create it from scratch, we can read articles on the same subject and thus writing a new one. How important is it that your target audience needs and do it in the proper format (not only articles, also computer graphics, images, tables, FAQ, etc.)

How to publicize the content? The main technique to publicize the content of a website is search engine optimization (SEO) so we must ensure that our page is indexed well in Google and optimally positioned for searches related to this content. We can also make it known through blogs and forums or through actions of Web 2.0, and of course, a public relations action. If you want to use the Content Marketing, you should train you in SEO.

What is the right time? A good strategy Content Marketing takes into account what time of purchasing process is the customer: If you are still drawing inspiration, if you are already planning if you already have clear intent to purchase, if you have already purchased but look for more information on obtaining a better user experience ... we should create content for each of the steps in the "customer journey".

How to convert visits has sent the Content Marketing, in contacts or customers? Bien, la respuesta es fácil: por un lado, debemos persuadir a la visita de que nosotros podemos ayudarlo con la necesidad que lo ha traído hasta nuestro contenido, y por otro, debemos asegurarnos que nuestra página facilita la toma de contacto entre las visitas y nuestra empresa. Así que debemos indicar explícitamente a las visitas que podemos ayudarlas, y debemos asegurarnos de que nuestra página web muestra el teléfono de contacto de forma visible en todas las páginas, de que disponemos de un formulario de contacto fácil y rápido de usar, y de que los usuarios pueden ver claramente, una dirección de email a la que pueden escribir si lo desean.

I hope this article has been helpful and after reading see clearly that the Content Marketing It is a very good technique for attracting market segments that may be interested in your products and services.

We talk to each other.

The 6 communication techniques applied to internet marqueting

I often find that my students of Digital Márqueting no tienen suficientes conocimientos de “márqueting de base”, como para poder realizar las comunicaciones a través de internet con éxito. Así que en muchos casos, antes de empezar con el Marketing digital, explico las técnicas básicas.

This article is a summary of this basis I explain to my students and the public for if it can be helpful to any reader of the blog. Here I explain the 6 basic techniques of marketing, applied to Internet.

Technique 1: Personal selling

As its name suggests, this communication technique It is able to sell products or services of our company. They are sales of life, only no longer a study area within second-level Marketing techniques and now take a leading role in the fields of study of this discipline.

Internet, direct sales are made by the website of the company, incorporating into it and e-commerce functionality allowing customers to make purchases themselves directly on the page. It can also be sold through brokerage portals and even through social networks.

You can see an example of direct sales through trading electrónido www.textura-interiors.com

Technique 2: Advertising

Advertising It is one of the variables of which the marketing uses to act on both markets to sell more or to alter the image of a brand, therefore, also on the internet has a big role to play.

It is communication technique It is very versatile and is to provide information to consumers, persuasively, to influence their buying behavior and help companies achieve their sales goals.

To achieve its goal (to influence the buying behavior of consumers), you must first define the target audience for each of the actions, and the message to be sent.

Por definición, la publicidad es remunerada y controlada. Los mensajes son emitidos a través de los diferentes soportes a cambio de una contraprestación económica. Esta es una de las principales diferencias entre las relaciones públicas (otra técnica de marketing) y la publicidad. Por ejemplo, una acción de publicidad podría consistir en insertar un anuncio en un diario online (el diario nos cobrará según las veces que sea vea el anuncio, según el número de clics que reciba, según el número de personas que se apunte a nuestra campaña [cada soporte decide cómo cobra las campañas]). En cambio, una acción de relaciones públicas sería contactar con un diario online para conseguir que escriban un artículo sobre nuestros productos o sobre nuestra empresa. Si lo que deseamos comunicar es de interés para los lectores del diario, éste escribirá el artículo y lo publicará sin que tenga ningún coste para nosotros.

We can see examples of advertising on many websites. To better understand advertising is a good idea to check rates and ad formats that offer us some portals. For example, this link will find the rates and document formats La Vanguardia.

Technique 3: Public relations

Public Relations They are a marketing communication tool with a great capacity to be the alternative to advertising, since its cost is significantly lower and offers ample opportunities for communication as designed to acquire each share.

Public objectives of public relations of a company are usually: customers, shareholders, employees own the company, suppliers, the media, unions, opinion leaders, public administration, schools and similar professions.

The basic objective of public relations is to "credibility" and "trust" by a public company. For this various techniques of dissemination and propagation, telling time and when deemed appropriate, on persons or organizations that wish to inform used.

Public relations tools serve as:

  • Issuing press releases.
  • internal and external communications with various segments of our target audience (employees, shareholders, consumer associations, etc.)
  • Contacts with opinion leaders and customers.
  • Relationships with communication media.
  • Relationships with social organizations (which can serve as a basis for sponsorship of events).

Internet public relations are conducted also using these techniques, but taking as supporting websites, online journals, blogs, social networks, influencers, etc.

If the media asks us money to publish our communication, then this action becomes longer advertising and public relations action.

We can see an example of public relations action reading this article that undoubtedly comes from a press release from the Italian brand of men's underwear "Intimissimi" (http://www.clarin.com/deportes/Ahora-boxers-Irina-Cristiano-Ronaldo_0_532746944.html)

Technical 4: sponsorship and sponsorship

In recent years the sponsorship and sponsorship They are becoming the focus of attention of many businesses and consumers, while not a new tool (sponsorship is a form of sponsorship that is as old as humanity itself).

Internet and digital media in general, we can find suitable supports for sponsorships, sponsorship and patronage.

Internet and digital media in general, we can find suitable supports for sponsorships, sponsorship and patronage.

Sponsorship is not a short-term action. The big difference is that advertising does not seek direct sales and recruitment is for a long period of time (one year, for example).

For example, this blog sponsored by jewelery brand Pandora, included in the digital version of the magazine Hola (http://blog.hola.com/fionaferrer/)

Technique 5: Sales promotion

In terms of concept, a sales promotion is a marketing communication technique consisting of a set of incentives, usually short term, designed to quickly stimulate the purchase of certain products or services by consumers and traders.

Some of the tools most commonly used when making sales promotions are:

  • Discounts for end user (immediate discount on the same purchase).
  • Discounts for distributors (immediate).
  • Vouchers and coupons (with discounts for future purchases).
  • Three x two (produces an increase in repeat purchase immediately).
  • special passes.
  • Free samples.
  • favorable financial treatment (installment payment or special funding).

The ultimate goal of a sales promotion is to get immediately (or very short term) consumer (or distributor) would increase the level of purchase of the product we promote.

Unlike advertising (which informs the consumer of the favorable characteristics of the advertiser, your product or your brand, to raise an intention to purchase), a sales promotion seeks to boost sales immediately. That is, while advertising seeks to provide a reason to buy, a sales promotion provides an incentive to do so.

By definition, sales promotions are limited in time (have an expiration date) and affect the economic dimension of the product or the value obtained with the purchase of the product (offering extra services or additions, for a limited time).

We can see an example of sales promotion, by Burger King - Venezuela and released on Youtube. Burger King Promotion.

Technique 6: Direct marketing

Direct marketing takes different forms but outside the network, the most commonly used are the marketing by mail, and telemarketing. On the Internet, the most common form of direct marketing is email marketing, but increasingly also Whatsapp marketing.

In terms of concept, we can define as direct marketing to an interactive communication system that uses one or more channels, which aims to create and operate a direct relationship between the company and its customers, individually and measurable responses.

because we see that a difference of direct marketing over other communication techniques of marketing, is the fact that communication is done individually: the company, directly to each consumer selected to be recipients of communication .

To do this, on the Internet, we are able to buy lists of emails from people who have given their consent to receive a certain type of communication, or may be developing our own databases from users who visit our website and our own customers.

I hope this summary has been useful and that when you think of the forms of marketing communicationThe have all taken into account. when you create your online communication plan, you should also make sure that you include actions for each communication techniques.

We talk to each other.

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.

Difference between codes Google Adwords and Google Analytics

Today I started to teach my classes in the Master Search Engine IDEC-UPFSo I start to get interesting questions in the forum of students. I think some of them may also be of interest to people outside the master, so here's one: the question student at the user level, what is the difference between codes Google Adwords and Google Analytics, and where can find.

Conversion codes Google Adwords

Conversion codes Google Adwords You are provided this service and should be included on the final page of what you consider to be a conversion. For example, if you have an e-commerce, must be codes on page: "gracias.php" ie last page of the checkout process, in which you thank you for purchasing.

Thus, when a user who has entered your site from an Adword, completes a purchase, Google Adwords knows why not perceived this, the user activates the code and Adwords account that can offer it as a sale, which makes statistics on how many customers have achieved through ads and how much it cost you to get each of them ... without this code can only tell you how many visitors you had and how much it cost you to get them.

The conversion code you find Google Adwords Adwords menu under Tools -> Conversions.

Google Analytics codes

On the other hand, are codes google Analytics. Estos deben incluirse en todas las páginas del sitio web, de esta manera, Google puede ir haciendo el seguimiento de qué hacen los usuarios en ella. Los encontrarás en Administrador –> Propiedad –> Información de seguimiento –> Códigos de Seguimiento.

Para conocer las conversiones de tu web desde Google Analytics, no hay códigos especiales, debes ir a Administrador –> Ver –> Objetivos–>Crear objetivo y allí le indicas que el objetivo es llegar a la URL “gracias.php” y así Google Analytics sabe cuántos usuarios han llegado allí y por lo tanto, cuántos clientes has tenido. También sabe de dónde venían, por donde han navegado antes de iniciar la compra, y si tienen una sesión de Google abierta, puede saber si son hombres, mujeres, la edad y sus intereses… un montón de cosas, vaya.

As you can see, the two systems are different but have similar goals, although one is oriented control of ROI in advertising campaigns and the other not.

Google Tag Manager

To simplify a bit the whole issue of putting the codes, Google created a few years ago Google Tag Manager. A system that once installed on your website, allows steps which codes you want to put it through a friendly form found on the website of Tag Manager. This has greatly simplified the life of marketing agencies and marketers of companies in which the web carries a technical department, which is not always a priority to include a couple of labels that has asked the marketing department. If this is not your problem, the tag manager does not offer much more ...

I hope the answer has been helpful.

A hug

Montse.

Presented the report of the Information Society in Spain 2016

The pasado24 February 2017 was presented in Madrid the report published annually Telefónica with all kinds of data and statistics on the deployment of information society in Spain.

This report is a good source of referrals for any talk / work / article you should publish on the Internet and year to year shows very well how the Spanish society evolves.

Here's the link to the website of the Telefónica Foundation in which'll find full report: Report on the Information Society in Spain 2016

And here below the video summary of the report.

I hope you find it useful.

A hug

Montse.