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In General, we can do market research when we know what we want to know and who should we ask about it. However, we must be very conscious of another big factor to really understand our consumer or customer. We must be clear if the information we are getting is: What the consumer say…
Sometimes when we start to talk about B2B Marketing, we start to talk about things very different to the consumer marketing….and yes, the tools for market products and services to business are quite different from the consumer ones. Digital tools have made a revolution in both, maybe even more for B2B and started even before.…
If we are going to invest money, we want to be sure it´s the best investment and we want to see a fast and very concrete return of the investment. In all of the cases, we invest in order to communicate and promote our proposal, our product in the best possible way. Investments can go…
Actually is hard to think a consumer will make a relatively planned purchase without looking for information in the web…and also during the very final stage of the purchase process to look for a better price of the selected product or the availability of a version hard to find with retailers. On the other hand, SEO,…
Of course, there are good and bad agencies, no matter if integral or specialized in one marketing area, if big or small. Sometimes I hear marketers say they have a good agency. But I hear more frequently marketers saying that agencies are bad….or not good enough, not strategic or slow. Curiously, sometimes people in the…
In marketing, when budget is developed, frequently market research is the first row to be reduced……or simply never appears. I can understand why……but I don´t agree for two reasons. First, some outputs from research are necessary to improve investments. TV Advertisings can go from very bad to good with easy editions, better to take a…
A partir de hoy, me estoy haciendo el propósito de comentar unas líneas sobre mercadotecnia y estrategia de marca cada semana. En este mi primer comentario, quiero hablar del rol de Digital en esa estrategia. Cada vez escucho a más personas hablando…y actuando….con la idea de que debemos ser cada vez más digitales. En general…
Cuando estamos haciendo planes anuales, está claro que las decisiones de presupuesto vienen, y también las prioridades y los lineamientos. En ese sentido, desde hace varios años, hay siempre indicaciones por ser más digitales. Desde un guideline que expresa un deseo solamente, hasta un % obligatorio para dedicar a digital. Al final, todo esto representa…
Cuando tenemos claro a quien venderle, hay luego que tener claro que le vendemos. Puede ser una idea nueva, que sabemos que tiene una oportunidad para una audiencia específica, pero hay que describir esa idea en pocas palabras, saber bien que es lo que esa audiencia específica aprecia de esa idea y concentrarnos en decirle…
There is a non-written rule about marketing budgets….budget is always smaller than our needs…..at least in a first view. Of course, prioritization is the key tool to define where to invest our resources……and the criteria to prioritize is the key to be successful…and efficient. In the past, the marketing funnel was a common guide to…
Emonomy by practical-strategy.net 