The new world of marketing and advertising

If someone fell asleep during the last five years and suddenly woke up in 2010, it would quickly realize that the world of marketing and advertising has changed dramatically in three ways. Martin LindstromThe Neuro-Marketing expert, Explains what happened.



1. Communication and research and subliminal or subconscious part of the vocabulary of most marketers. Do not fall into the trap of believing that conventional research methods work. Over 80% of the daily decisions arise in the non-conscious brain. If we trust these numbers, and all studies show that we must, then 2010 is the year that marketers will be forced to find alternative research methods to discover the subconscious processes involved in making decisions.


2. The power has shifted from the brand to customers - even the most powerful brands know that successful campaigns must consistently catch the customers, which in turn will use their powerful ability to spread through word of mouth. " 2010 will also be the year that marketers will have to sacrifice your brand by the customer. What does this mean? It is increasingly common to see how the marks are destroyed by clients expressing their anger or frustration online. The value of the shares of Domino's Pizza dropped by 10% when two angry customers rose video to YouTube. How can large organizations, which rarely can turn something in a few hours, withstand such attacks? Brands have to find a way to do just that.


3. 2010 seems to be dominated by guilt. Guilt for spending money, blame for polluting the world, and finally, blame the parents as their children are locked in their world online, away from the traditional values ​​that were once the exclusive domain of families. This year, marketers must learn to take advantage of this guilt as never before. This is the sad reality. Buyology draft taught us that fear is one of the strongest elements in building a brand. Fear is closely associated with guilt, and in so far as the world turns faster and faster on itself, the blame is more and more power. The brands that can cause guilt - or, better still, eliminate guilt - will be the winners.

New technologies, new business

The Brazilian Mauricio Machado, 35, always wanted to combine his passion for literature with a good deal, and he got on the Internet. In mid-2005, and after the collapse of Banco Santos Brazil, where he worked in the international arena, the company created Integrare Machado Publishing, a publisher of books páginque, as its name implies, incorporates in its chain to authors, readers and booksellers, and also is linked to social responsibility, all on a virtual platform. "It's an old dream of mine and my family," says Machado. "We believe in making a different publisher, with a business plan that did not exist in Brazil."

This is key to using the Internet as a platform for its operating model. Through its website Authors can track the sales of its items (the information is renewed monthly), monitor their marketing campaigns and even to know what cities have sold more books or what the preferred age range. For their part, readers who buy them may have access to digital conversations with the authors that last 20 minutes on average, meet their careers and even informed of the annual agenda of events and visits within the country if they want to keep track of them or go to his talks. Meanwhile, booksellers can also feed back more information, short stories in digital video where the authors explain the contents of their books for the bookseller can offer more certainty to the public indicated. In addition, sellers of fish have a space on the page with links to their websites so that readers see prices or buy the publications that are offered online.

The CD is no longer business in Britain

The CD is no longer heard as before. At least that is happening in Britain, where the musicians get more revenue from internet and radio, recorded music sales. This was announced by the alliance MCPS-PRS, Which handles copyright in the music industry in the country.

The cold numbers show that during 2007 in the UK, the radio and Internet downloads for a profit totaled 707.5 million euros. According to the agency states in its websiteIn 2007 alone increased by 54% the turnover of the online downloads.

Radios and televisions, along with internet, contributed € 195.7 million, up 8% over 2006, with significant growth of online downloads, whose turnover increased by 54%, led by the iTunes platform. However, the MCPS-PRS said that revenue from Internet (€ 12.6 million) still remain a small weight in total of this group.

Physical products like CDs and DVDs, which had always been a major source of income for musicians in the country, contributed € 191.1 million last year 11% less than last year.

"Much has been written about the state of the music industry, but these results show the good health of the sector, an increase of revenue in most areas," said CEO of MCPS-PRS, Steve Porter.

The alliance said the sharp fall in CD sales was partly offset by the sale of other physical products such as USB drives with built-in songs.

Google's mobile phone is not multitouch, because Apple does not want

The main complaint from critics of the Android G1, the first mobile phone designed by Google, manufactured by HTC and distributed exclusively for the United States by the German T-Mobile, has already been answered: if this phone that wants to be the future is multi- touch, as if what is Apple's iPhone is only because the finder does not want to anger the company that runs Google Jobs.Estrategia Steve

It is considered multi-touch to any touchscreen phone that is able to process orders received from its sensors several fingers of the user ... at a time. That ability is what allows, for example, zoom in and zoom photos on an iPhone using the thumb and forefinger of one hand.

And no one understood well until now why Google had resigned to making your touch phone was also multi-touch. Now, a report in a specialized account how American's own brand of apple begged the Android development team that did not include this capability in the design of its new generation of mobile phones (which the G1 is just the first member .)

The main reasons why the giant gave information on the Internet without question appear to be two. First, both brands share the common goal to overthrow Microsoft. And second, that Apple is preparing a legal barrage against those who dare to use that technology in other devices.

Apple itself warned of the consequences in the final presentation of business results in a message that everyone understood that was directed at Palm, to use multi-touch technology in its new Intelligent Mobile Pre. "We will use every weapon at our disposal," said then one of its top officials.

The e-learning revolution

The concept of Information Society was created from the central role that was taking the information into the new routines of individuals, companies and countries, driven also by new technologies and the potential of internet and various electronic media.

The e-Learning has become a real and very valuable option for many companies and universities as well as employees and students in the world who have found a way to continue their education costs and saving time and allowing greater flexibility better suit their lifestyles.

To this is added the possibility for people to interact with other cultures and to build web content, which means that there is an enormous wealth of sources and a relatively quick update content.

It is, on the one hand, distance education self-directed, which is one in which there are separate training materials, when the user logs on and is content, materials and assessments, and, second, distance education directed that is where we exploit different tools such as chats, forums and video, and built various learning activities.



estartegia de elearning
In the U.S., for example, according to a study by the Alfred P. Sloan Foundation, the growth of American student incorporating online education exceeds 10% annually.

Save time and money

In times of economic crisis many companies and universities have to cut expenses while working and, therefore, what they should do is get a lot less. The e-Learning becomes easy for the student because it is in their own time and less cost, but at the same time, for companies and universities and that means training and education, respectively, of an easier way for people who are hiring and receiving throughout the year, virtually without removing them from their jobs or their country of residence.

On one side are the universities, who are increasingly migrating towards providing most of its distance learning programs and even have races now face that have online activities, and, secondly, there are enterprises in which there are different forms of e-Learning as the company's own content that are closed to the public and administered by human resources, continuing professional development of employees, and courses of welfare for workers and their families.

He explained to Tendencias21 Bodil Maul, manager of corporate accounts Netting Solutions with extensive experience in implementing e-Learning solutions for multinational companies, "Today, many multinationals have e-Learning programs as part of its training strategy and some have their own platforms (LMS) and content developed internally and others choose to outsourcing. "

Ninette Gaxiola, corporate education coordinator Netting Solutions company that provides solutions for audiences in Latin America, North America and Europe, said in turn to Tendencias21: "The e-Learning, understood as the possibility of incorporating new information technologies and communication in the processes of production, transmission and management of knowledge gives us the opportunity to perform this task in a more effective, cost effective and tailored to the needs of a society in which 2.0 technology allows us to cooperate actively. It is not only to make available to staff online courses, but to identify and build, with the support of experts, the strategy that meets the needs of each group integrating the most useful technological elements for each goal and each occasion. "

"Something fundamental is to have a strategy that you know exactly why you want to use this medium of education and training, and, likewise, have clear metrics to evaluate their impact on the organization and its users," says Maul.

The mobile world

And is that e-Learning is part of a set of technologies, media, tools and strategies in today's world, a "mobile world" in which people are "on the go, do not stop, but continue their work from wherever they are. Many large companies globally accepted and even offer their employees the option of working from home, and expected everything to be faster and more efficient, no matter where or how.

Keep in mind that a large variety of these electronic tools not only work on computers, but also from mobile devices, which really makes many people to access them and can work in their training from the most unexpected places.

Today, people want flexibility and speed, you have the option to bring all its business at the leading lifestyle, work and take advantage of free time while traveling, and being able to simultaneously combine personal and educational activities that contribute to the improvement.

In short, there are many choices you have those who really are willing to learn without being affected daily activities and free time. It's a moving world where more and less important where, when and how.

Entrepreneurs: the absence of strategic partner

The entrepreneurial boom is undeniable. The socio-economic benefits Socio estrategicotoo.

No doubt the business is growing strongly and a long road ahead. But as there is growth, there is much to learn and improve.

One of the common weaknesses I find in several of the projects is the absence of a "strategic partner." I do not know if the term reflects exactly what I mean, but it's better than I thought (if I find one that surpasses it, I assure you that I modified).

In general, in these enterprises, technical feasibility is outdated. Those who develop are often specialists in the technical part of the product. Neither frequent the problems in the legal viability. With regard to economic viability, there begin to be the first obstacles, due to lack of financial evaluation tools and the difficulty of demonstrating the profitability of the business. Many times this stumbling block is saved, according to the skill and flair of the potential investor.

Is where I see serious difficulties in project management. It is necessary to set the strategist, you can view and manage the implementation of business strategies. Undoubtedly, this figure would solve also the failures in respect to what was mentioned about the economic viability.

Think of how many good ideas do not advance because of lack of management capacity, either in search of investors and in its implementation.

Those who plan to take up and not ready for enterprise management, should consider seriously the possibility of hiring, or associate, Business Management specialists.

Age is not an obstacle to undertake

Over 30% of the Initiative in Spain entre Came From entrepreneurs aged 40 and 55. The Reasons? Layoffs, INCREASED revenue or Fulfill a dream.

The entrepreneurial business Whose primary Initiatives WAS entre 40 and 55 years account for 30.7% of total entrepreneurial activity in Spain in 2007, According To the GEM report made in this country and Coordinated by the Instituto de Empresa Business School, Which Analyzes the situation of entrepreneurship .

The Reasons for embarking on a business Are Not very variedBut age is an obstacle to Become your own boss. "There Comes a Time When You Are thinking of how you see yourself in a while. And if you feel Able and willing, you rush to build your business. It's now or never," says Miguel Angel Oroquieta, deputy director of franchise consultancy Tormo & Associates.

Specifically, 76.6% of entrepreneurs Survey for the GEM 2007 Report Decided to launch your company to exploit a business opportunity, According To an article published by the Spanish half and Employment Expansion.

Of These, 21% did so to raise more revenue and 28% to Be Independently working. Those Who are self-employed out of Necessity, Ie, Because no alternative employment screening, account for 15%.

"It's a decision That May Come derived by a layoff or Because this is When the entrepreneur is sufficiently preparedWith experience and solvent to create His own company," Said Patricio Rodríguez-Carmona, president of the Spanish Confederation of Young Entrepreneurs Association (AJE Confederation) .

Thus, embarking on a venture That age Become an option for the future alternative to Dismissal, early retirement or Simply to realize the entrepreneur Who Carries Within, as Emphasize Expansion and Employment.

Forced entrepreneurs
However, Paco Alvarez, consultant Incyde Foundation of the Chambers of Commerce, and Suggests That goes weitere people with 50 years Decided to start a business Are entrepreneurial work.

"On one hand, we find the negative side, it is fired and the person Who Have to start from scratch and convert. And the Other part is positive, What Is Called management buy out (MBO) ie People Who Leave Their Company Because They Because You Are Not comfortable or the company failed, and Decided to create a business similar to Them That employed. "The Latte Have the Capacity, experience, a project, But Lack of capital, According To Alvarez.

The financial situation to undertaker Better or Worse depends largely on age Not. Expansion slogan. "The Economic Situation of These People is Not Disastrous, But the important thing is how much and how much You Have You Can borrow," Recommends Oroquieta.

In Any case "requires a Substantial Financial backing to Succeed s, such as micro-credit lines, loans, grants or subsidies," Said Rodriguez-Carmona. However, Alvarez, president of the Spanish Association of Women Entrepreneurs of Madrid (ASEM), Advises Having a good business plan: "More than Funding, it is important to know What you like, What is Needed and how much it costs."

Labels: Entrepreneur, General Information, Human Resources

Branding and human emotions

Branding and human emotions

Branding is essential to positioning the brand in the minds and emotions of the public. It is important to know and understand, but also analyze its influence on culture.

The branding focuses on the exaltation of the brand through a deep emotional connection with consumers. Through anthropological and sociological study, branding is the yearnings and aspirations that motivate consumers to create an emotional bond with the brand, identifying similar feelings in her affection and love that awakens a loved one. It is a strategy based on the communication of values ​​and attributes of a company or product through the brand. In this regard, Joël Desgrippes publicist says

"Talk about branding, not just talk about ubiquity, visibility and functionality, is talking about an emotional connection with people in their daily lives."


The purpose of branding is to position a brand in the minds and feelings of the public creating positive associations in order to install the idea that their use will provide feelings of emotional satisfaction. That is, their goal is: to make the brand coveted object of desire of the consumer.

But using the technique of branding and advertising strategy, while benefiting mostly the main users, commercial enterprises, "also influences the culture, we must analyze it from a critical perspective. Naomi Klein in her book No Logo, addresses contemporary advertising and explains the effects it has on personal emotions, economics and social culture. In Klein, we can find some of the social impacts arising from the advertising impact of branding:

"The multinational brands can tell a lot about diversity [...] but despite taking the poly-ethnic imagery, commercial globalization does not want diversity, but quite the opposite. Its enemies are national habits, local brands and characteristic taste of each region. "

The problem this represents is that the values ​​of the marks begin to replace regional and cultural values ​​while shaping the aspirations of individuals in a materialistic model of endless consumption. Advertising, by this new turn, promotes an apparent "humanization of brands," suggesting a sense of emancipation and democratic course before consumption, but behind this lies a sophisticated emotional manipulation that promises to achieve our highest aspirations, in exchange for our loyalty to the brand.

Advertising is constantly looking for emotional gaps can be filled through the promise of consumption, and it uses some of the psychic phenomena that occur in the human unconscious to persuade and convince the consumer, as it is in unconscious, where emotions are kept rich in meanings, which constantly appealing advertising.

Carol Pearson says this issue noting that there is a deep disrespect for human beings in modern life:

"The business world encourages us to think of ourselves as human capital. The advertisement appeals to our fears and insecurities to sell products that do not need. [...] Basically, we are seen as products or raw materials, ready to be sold to highest bidder or otherwise, improved to eventually be more valuable. "

It is essential for studying graphic communication structures such rhetoric, which can be a valuable methodology in the analysis and the production design.

While branding is a technique that can be used to benefit society, many brands have used in order to become cultural icons, ruler of the tastes and attitudes of citizens.

Universal mythology for centuries has helped us with the existential questions that could not respond in any other way. Branding builds a new mythology, which is not intended to help find the spiritual journey of humanity, but to satisfy commercial interests, dictate trends and generate superfluous material needs. At the time that incorporates branding myths in their branding strategies, gains the power to shape the attitudes of people.

Given this phenomenon, ideally a reasoned and intelligent consumer seeking to satisfy our material needs without compromising our emotions, to maintain our autonomy to the growing monocultural scheme that pervades our society.

XSS - alive, dead or just nedobit?

What is XSS think many people know, but who do not know here well written. Briefly describe the same - a seo a mean xss hole on the site, which allows you to get from this site Freestuff lords.

Special significance and I would not betrayed, especially after the theme "Uraaa! to finally put an XSS filters "on the SE forum. But after the topic Maula, I again became interested in the matter. Found progonschika, made the order, the result did not wait, TCI apnulsya from 10 to 750 on the same site, and the second from 10 to 1300.

What is the problem, why XSS is still alive and not under the filter? - Actually it under the filter, but the filter only applies to a reference weight of such links. If earlier so you could pick up some good midrange queries, now you do not. But TCI transferred fine.

Why did not impose a filter Yandex transfer of particles with such links? - Make a filter to him were not working, but if he does it, it means that you have a reason, and most likely financial.

A little thought, he came to this conclusion - links from the sites moved by XSS on the basis of new entrants are actively bought up at the same Sape, and for such references are paying good money (still, TCI under 1000, and 2-3 OL, too, is not difficult to do) but here the effect of such a link - 0. Accordingly, the budget optimizer grow and progress is in place - the customer goes to the directives.

Well, then, the expression "Pal's theme" to XSS are no longer applicable, although the SE all mention of it is still punishing. Let's see how much more live issue, too popular it becomes.

Social and business networks

In the last ten years the functioning and strategies of companies, as well as ways and means by which each person does their work have changed radically thanks to the possibilities and tools that have been offered online.

Organizations in general have tried to keep up and leaving adapting to technological changes and trends that they have made, so that they can remain competitive in an increasingly demanding and dynamic.
But no they succeed or all of them are willing to let the new tools take over their work environment and that often do not feel ready, do not know how to handle and do not fully trust the benefits that they can provide, there is a certain fear of risk of implementing these new tools, unknown and so radically different from what used so far.

This applies, for example, online social networks, some companies have become his most loyal allies of work and others do not even want to mention. A new survey by Accountants found the feelings being experienced finance directors of organizations on this issue, are concerned that the use of social networking is a waste of time, but recognize that this brings benefits such as improved customer service.

The survey was conducted by an independent firm to Accountants from over 1400 CFOs of U.S. companies with twenty or more workers.

XSS destroys Sapa

Continuing the theme of XSS, and thinking about why the hole is still alive and thriving.

As we all know, Yandex appears fighter for justice, ie, for the purity of the reference mass, and bad SEOs him and prevent this. Well, the main tool for SEO - Link Exchange. For Yandex, destroy this instrument - it means back to the Stone Age optimizers, and wrap the client in the directives.

Yandex year ago cut referential with XSS lords, do not slam it and TCI at once? - I think it was possible, but not necessary. Actually, it loses from the winding TIC Yandex? - Nothing. Yes, come across instances of the wound and in UC, but not so much, and there are already moderators will understand. But the benefits from this room "he can.

XSS goes to mass, rivet hundreds of satellites, is pumped by XSS, and then added to Sape and other exchanges. Experienced optimizer never buy a link from this website because it looks not only at the TIC, but also on such important figures as lords (well, and the PR of course, while making 2.3 OS for the satellite were not working), but newcomers snapping up such references as crazy. Why are both crazy? - Because the price is placed below the average for the system, freebie all the same, but we have a freebie ... you know.

Some SEOs are trying to evaluate such sites, to create BL base here, for example, another attempt to show people a list of BL sites. But it all falls to nothing, because the rules of the forum is forbidden to shoot Sape URLs, but that is correct, otherwise the lists govnosaytami go and the competition.

What conclusions can be drawn:

* Many young optimizers, buying such links may not promote their projects, with daily rolling topics in the forums, with the slogan "Referential canceled!!!
* Some of these young clients go to other optimizers optimizers (good, if more experienced), but the second part goes to the directives.
* Falling prices for Sape, because the price of these links are placed below the average, and rates sites are fairly high - that's the price we dempig.
* For beginners in SEO is even more difficult to catch the wave. Well, old people ... and that old people feel they are doing great because of the freebies do not chase, and approach everything with the mind, just adds a bit of work in order to capture a good reference.
* Oh, and amid all this Yandex leads to their dissatisfied customers, whose progress has not produced results, and gets pleasure from the moral complexity of life optimizers:).

And lastly, advice to beginners - do not buy links to the machine, take the time to check every link, look in the lords, look not only at them but also the quality, look at the site itself, or is this normal SOM or another govnosayt which is waiting for the next hand bans. And then you can get, really, a tangible result.

Email vs Social Networking

According to a recent study by research firm Nielsen, users and consumers spend almost a quarter of their time online (22.7%) to the media and social networks.

The growth of this trend even further highlights the decline experienced by the email that was reduced from 11.5% to 8.3%, representing a decrease of 28% compared to last year's data.

Despite some predictions to the contrary, many experts believe that the increasing trend on the use of social networking is not a real threat to the email that still ranks third among the activities in relation to time spent by users online. However, it is noteworthy that the difference between the two activities is increasing day by day.

This trend is accentuated undoubtedly due in large part to the significant growth of business interest by the media and social networks as strategic channels to develop and implement their communications and marketing.

In this sense, Arturo G. Berzosa, Director of Kraken Network Marketing Software, software Development Company and communications services and email marketing showed that "the more active user of Social Networks, more time spent on reading emails, taking as reference data from other reports related to Nielsen.

However, too many people in a manner contrary view that the proliferation of social networking could end the dominance of email as the main channel of communication both online and at the level of particular businesses and enterprises. Something that so far today might seem unthinkable but could turn around with new innovations and benefits associated with social networks like Facebook, if they take services or tools that centralize messages from different mail accounts as you use services like Gmail.

In fact, rumors that Google might address this market with the staging of a new social network, could revolutionize the concept that far to dispel the email as a communication medium, may eventually be swallowed up to form an integrated part of new media and social networks of the future.

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