jueves

Networking en EEUU

En este artículo se nos relata como el networking es una actividad muy arraigada en EEUU, y en el mundo anglosajon.

Leanlo y se quedaran como yo, aluciando !



Bari Belosa, president of Reunions Unlimited in Englishtown, N.J., said her company holds about 220 reunions annually, down from 350 a few years ago. However, there is a silver lining to the connectivity now shared by former classmates: "We are able to find more people," she said.

Attending a reunion is not cheap. Tickets typically are $85 to $125, to say nothing of flights, rental cars or baby sitters. If you're struggling to make ends meet, finding reasons to skip it isn't hard.

Organizers fear attendance will keep dropping once the economy recovers since those approaching reunion age haven't lost contact with classmates. Consider Tracey Hepler, 28, who was a junior in college when Facebook made its debut and decided to skip her 10-year high school reunion.

http://mobile.nytimes.com/2011/12/18/fashion/social-media-reduce-allure-of-high-school-reunions.xml
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Mozilla and Google agree to new Firefox search deal for three years | The Verge

http://mobile.theverge.com/2011/12/20/2649818/mozilla-and-google-agree-to-new-firefox-search-deal-for-next-three

Sin duda una buena noticia para los que vimos en Firefox una tecnología que funcionaba.

Ahora, en la evolucion de Google se podrá ver donde queda Firefox.
Enviado desde mi dispositivo BlackBerry®

martes

Marketing, Journalism, and Truth as Competitive Advantage

Una reflexión que sabemos los marketineros.



I had a very interesting question come across my desk from {grow} community member John Bethune:
In the minds of most people, journalism and marketing were once diametrically opposed. Has that changed in the social media era?
A great question!  And, in fact, I think the social web has brought these disciplines together in a number of surprising ways.
The ideal of journalism is a quest for truth. Marketing is the quest for a product's "truth." By that I mean the best marketers are on a journey to know how their company's goods and services exist in the hearts and minds of their customers. Then, their job is to express that consumer truth to the best of their ability.  So in this way, the disciplines are unexpectedly similar, although the end product is quite different!
But the social web has created an important shift for both disciplines.  What does it even mean to be a journalist today? Through blogging and technology like smartphone video cameras, journalism has been democratized.  Anybody can report, anybody can publish.  Jeff Jarvis of City University of New York recently defined a reporter today as simply somebody who can say, "I was there and you weren't."
The democratization of marketing
To a great extent, marketing has been democratized, too. Remember last year when Gap changed their logo and there was such an outcry? I felt empathy for the company because they are probably good marketers who followed a traditional protocol — work with graphic designers, test it, get feedback, and roll.  That system has worked for decades and changing a logo is not an easy or flippant decision for a consumer product company to make. I'm sure they had done their homework … or at least they thought so.
But a few vocal people thought the new logo was stupid (perhaps people who were not even customers!). Through Twitter and Facebook, they created an anti-logo movement. and suddenly it became an embarrassing meme. I can imagine the Gap marketers waking up to this one morning and thinking "Wait … what?"
So something as important as an adjustment to your brand image may not even be in the hands of marketers any more. The Gap's marketing strategy had essentially been crowd-sourced!  Like journalism it seems, marketing has also been democratized.
Content as power
The production of content has also been an output of the marketing process, usually in the form of advertisements. But now content is at the very centerpiece of many strategies as companies fight to attract attention on the crowded social web.  The journalism schools are full of new applicants. Why? Because content is big business now and the new media channels have an insatiable need for it.  Companies need story-tellers as much as marketing graduates.
I have recently been working with the president of one of my B2B customers on a blog and a series of how-to videos to demonstrate their new robotic technologies. I'll bet five years ago he never would have dreamed he would be in the publishing business!
So this idea of content and storytelling is another way that journalism and marketing have been brought together.  For both fields, content that moves virally through the social web represents success and power.
Truth as a strategy
I think expectations of "truth" and transparency is another way the social web have brought journalism and marketing together.  For a brand to have integrity and to be successful, it can't be spinning the truth around any more. There are a million watch dogs out there now and any one of them can sniff out a fake.
A few weeks ago, I was working with some marketers for a hotel chain and we were discussing negative hotel reviews. "We don't mind them," they told me. "It makes us more real."
Interesting. Truth as a marketing strategy.
My hunch is that a few years ago, that is not necessarily what their reaction would have been.  In marketing, truth is the new black.
Maybe journalism and marketing are getting closer than we thought?  What do you think?
Note: John Bethune's full interview with me can be found here: "Content is Power: A Q&A with Mark W. Schaefer."

How is your company perceived by the British public?



 
Responsible Business Exhibition - 14-15 March 2012 at the Business Design Centre, London, UK.
Home   Visiting   2011 Show Review   Free Seminars   Register

 

74% of the British public think that social and environmental reputation is important when buying a product or service*

Dear Ejavier

As marketeers we play a huge role in influencing our current and prospective customers' perceptions of our brands and businesses. Increasingly, purchasing decisions are not just based on price: our impact on the environment, treatment of employees and engagement with the communities in which we work are just as important as quality and value for money.

Register to attend the Responsible Business Exhibition in March next year and discover how working with charities and social enterprises can be incorporated into your company's marketing strategy and have measurable outcomes.

Now in its second year, the Responsible Business Exhibition is a not-for-profit event that provides the ideal environment for businesses, charities and social enterprises to interact and network with one another towards mutually beneficial goals. The event is FREE to attend and features:

  • Over 150 charities, social enterprises and voluntary bodies of all sizes from across the UK and around the world
  • Free seminars to help businesses achieve their CSR goals or launch their new CSR programme
  • Case studies showing how successful cross-sector partnerships can work
  • Lots of ideas to help you make a difference in the communities that you work in

In many organisations there is no specific CSR department but different teams are working together, or individually, to incorporate responsible business principles into their corporate strategy. As a marketeer you should be leading the way.

Join us at London's Business Design Centre next March and find out how you can make a difference.

I look forward to seeing you there.

Diana Little
Marketing Manager
The Responsible Business Exhibition
responsiblebusinessevent.org

* IpsosMORI, September 2009.
To read the full report visit our Useful Links page

 
 
 


SPONSORSHIP OPPORTUNITIES
 

 
 
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TO DIARY
 
 
  PARTNERS  
 
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Organised by UBM In partnership with Responsible Business Convention 2012
 


12 consejos para bloggear

Here are 12 ways for your blog to survive and thrive.

1. Be the best teacher in your niche

Explain the things that most people in your niche assume don't need to be explained. Answer all of your potential customers' frequently asked questions in writing, with pictures and (or) in video. Do detailed tutorials on fundamental as well as on in-demand advanced topics.

Keep the quality high and listen closely to your audience when you pick topics and develop the content. When competitors start sending customers to your site to understand a complex topic, then you'll know you've won!

2. Be more personal than the others

Getting personal can lead to a deeper connection with your audience and pay dividends in terms of allegiance to your blog and brand.

Many business bloggers put up a barrier between their personal lives and what they share on their blog. Including aspects of your personal life is one way to differentiate yourself from your "plain vanilla" competitors.

3. Be funnier than the others

People love to laugh. Using humor well is hard, but can separate your blog from the pack. if you can successfully pull off inoffensive humor (depending on your industry), you'll bring a lot of readers back again and again. You'll also likely increase the amount of social media shares that your blog gets.

4. Say what everyone else thinks

It's uncomfortable to do. Saying what everyone else thinks is really hard. If you can be the "voice of reason" without upsetting everyone around you, you can gather a tribe of people who say "Yes!" to every post.

5. Be the expert on a specific sub-niche

Don't focus on widgets: focus only on the custom-designed, high-end widgets from Alaska.

If you can focus on a specific, but important sub-niche within your industry and become the authoritative source, you can develop a big advantage against your competitors in that area. Once successful, you can extend from this beachhead into the broader widget market.

6. Have a bigger vision

Tie your blog to a bigger goal. What far-reaching vision can you use to inspire people to join you in your mission? Can you align your company and blog with a bigger movement that is out there? Can you create your own far-reaching vision that aligns with your passions as well as with your company goals?

7. Be more extreme than the others

Go much further than the other blogs in terms of topics, challenges, transparency or risks. It doesn't have to be dangerous, just extremely different. You'll get noticed.

8. Be more creative than the rest

If everyone's writing articles, why don't you mix in video? How about being the first infographic producer in your industry?

Try new topics, writing styles, media or blog post structures. Think of other ideas that will provide value while separating your from the rest. Give yourself permission to try something unique.

9. Cross-pollinate better than the others

Do you only work with other real estate-related blogs or influencers? How about looking at the lending, architecture, finance and relocation industries?

Spread your tentacles where your competitors never dreamed of going by guest posting, blog commenting or connecting with other bloggers in those industries. If the target audience is the same, you can gain some great benefits from this kind of cross-pollination.

10. Be the best curator of meaningful content

Find the best information that others have written and posted online—the best articles, charts, tables, infographics, videos, or pictures. Collect it in a logical, easy-to-use navigational structure on your blog.

Make sure you link to and give credit to your sources and only summarize (or take small portions of) the articles you link to. Content curation is a way to share great information that is already available and to become seen as a key source of great information.

11. Be the news source for your industry

Focus on being the source of timely news and analysis for your industry. To be able to keep up with the news cycle, this often means a combination of curated content mixed with some original content or analysis.

Niche or industry news blogs can do very well because they get lots of shares, links, SEO benefits and subscribers. Just have a plan for getting regular, high-quality updates onto your site.

12. Work harder than the rest

Sometimes all the right things are in place but you don't have the results yet. Working hard can pay off, but pace yourself and don't burn out! Grab more virtual land than the competitors to create a barrier to entry for "lazier" niche-mates
Enviado desde mi dispositivo BlackBerry®

12 consejos para bloggear

Here are 12 ways for your blog to survive and thrive.

1. Be the best teacher in your niche

Explain the things that most people in your niche assume don't need to be explained. Answer all of your potential customers' frequently asked questions in writing, with pictures and (or) in video. Do detailed tutorials on fundamental as well as on in-demand advanced topics.

Keep the quality high and listen closely to your audience when you pick topics and develop the content. When competitors start sending customers to your site to understand a complex topic, then you'll know you've won!

2. Be more personal than the others

Getting personal can lead to a deeper connection with your audience and pay dividends in terms of allegiance to your blog and brand.

Many business bloggers put up a barrier between their personal lives and what they share on their blog. Including aspects of your personal life is one way to differentiate yourself from your "plain vanilla" competitors.

3. Be funnier than the others

People love to laugh. Using humor well is hard, but can separate your blog from the pack. if you can successfully pull off inoffensive humor (depending on your industry), you'll bring a lot of readers back again and again. You'll also likely increase the amount of social media shares that your blog gets.

4. Say what everyone else thinks

It's uncomfortable to do. Saying what everyone else thinks is really hard. If you can be the "voice of reason" without upsetting everyone around you, you can gather a tribe of people who say "Yes!" to every post.

5. Be the expert on a specific sub-niche

Don't focus on widgets: focus only on the custom-designed, high-end widgets from Alaska.

If you can focus on a specific, but important sub-niche within your industry and become the authoritative source, you can develop a big advantage against your competitors in that area. Once successful, you can extend from this beachhead into the broader widget market.

6. Have a bigger vision

Tie your blog to a bigger goal. What far-reaching vision can you use to inspire people to join you in your mission? Can you align your company and blog with a bigger movement that is out there? Can you create your own far-reaching vision that aligns with your passions as well as with your company goals?

7. Be more extreme than the others

Go much further than the other blogs in terms of topics, challenges, transparency or risks. It doesn't have to be dangerous, just extremely different. You'll get noticed.

8. Be more creative than the rest

If everyone's writing articles, why don't you mix in video? How about being the first infographic producer in your industry?

Try new topics, writing styles, media or blog post structures. Think of other ideas that will provide value while separating your from the rest. Give yourself permission to try something unique.

9. Cross-pollinate better than the others

Do you only work with other real estate-related blogs or influencers? How about looking at the lending, architecture, finance and relocation industries?

Spread your tentacles where your competitors never dreamed of going by guest posting, blog commenting or connecting with other bloggers in those industries. If the target audience is the same, you can gain some great benefits from this kind of cross-pollination.

10. Be the best curator of meaningful content

Find the best information that others have written and posted online—the best articles, charts, tables, infographics, videos, or pictures. Collect it in a logical, easy-to-use navigational structure on your blog.

Make sure you link to and give credit to your sources and only summarize (or take small portions of) the articles you link to. Content curation is a way to share great information that is already available and to become seen as a key source of great information.

11. Be the news source for your industry

Focus on being the source of timely news and analysis for your industry. To be able to keep up with the news cycle, this often means a combination of curated content mixed with some original content or analysis.

Niche or industry news blogs can do very well because they get lots of shares, links, SEO benefits and subscribers. Just have a plan for getting regular, high-quality updates onto your site.

12. Work harder than the rest

Sometimes all the right things are in place but you don't have the results yet. Working hard can pay off, but pace yourself and don't burn out! Grab more virtual land than the competitors to create a barrier to entry for "lazier" niche-mates
GeoXfere
M: +34 625 38 48 24
PIN: 2284A170
Enviado desde mi dispositivo BlackBerry®

sábado

Cobro por servicios

Marketing
Cobro por servicios: ¿Es posible "sobrecargar" al consumidor?
Cuando una empresa tiene que lidiar con costes adicionales o con otros factores de fuerte impacto sobre la rentabilidad, esos costes se trasladan casi siempre al consumidor. Con mayor frecuencia, en la industria de servicios financieros y las compañías aéreas, esos factores se convierten en tarifas secundarias. En algunos casos, hay cobros por servicios que antes eran gratuitos como, por ejemplo, la verificación de los equipajes en el aeropuerto o la apertura de una cuenta corriente. Pero las empresas que aplican ese tipo de cobros deben actuar con mucha cautela, dicen los expertos, porque el consumidor no reaccionará de forma pasiva si percibe que los costes adicionales son excesivos.
http://www.wharton.universia.net/index.cfm?fa=viewArticle&id=2058&language=spanish

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I

Liberación y Taller de OpenDWP

 
 

Enviado por Raúl a través de Google Reader:

 
 

vía Cachirulo Valley de David Alfonso el 4/03/11

La semana pasada el Ayuntamiento de Zaragoza organizó las II Jornadas de Tecnologías Libres Milla Digital, continuando con su apuesta por las licencias libres. Uno de los talleres de estas jornadas consistía en la liberación del software utilizado para controlar las cortinas de agua del Pabellón Digital del Agua (DWP), ese edificio que asombró a propios y extraños durante la Expo Zaragoza 2008.

El taller tuvo dos partes: una primera, en la que interactuamos con el sistema real a nivel de usuario final (y en la que se proclamó liberado el software), y otra segunda, donde nos pusimos el sombrero de desarrolladores y aprendimos cómo programar nuestras propias aplicaciones utilizando el framework liberado (OpenDWP), que estará disponible próximamente en la web del DWP.

Durante la primera parte, pudimos probar algunos juegos utilizando diferentes interfaces de entrada, como por ejemplo, mandos de Wii (uno o dos jugadores) o un iPod Touch. También pudimos ver la aplicación de gestión de composiciones gráficas basadas en imágenes y textos que se utiliza en el puesto de control del edificio. Todo esto nos sirvió para hacernos una idea del potencial del DWP y del framework.

Tras la demostración, bajamos a los sótanos del pabellón para comenzar con el taller de programación. Allí, Miguel Ángel Varona, ingeniero de Arstic Audiovisual Solutions (la empresa desarrolladora del software liberado), nos explicó con gran detalle la arquitectura del framework, para lo que se apoyó en el manual de usuario y en unos tutoriales que van incrementando su complejidad a la vez que introducen nuevos conceptos, realizando una tarea concreta con resultados visibles en el simulador, de forma que el aprendizaje resulta más sencillo y entretenido.

Entrando en más detalle, el sistema de control está desarrollado en C++ usando el framework Qt. Se basa en una arquitectura cliente-servidor, de forma que varios clientes podrían estar controlando las cortinas al mismo tiempo (el resultado sería una composición de sus peticiones). Por otra parte, el servidor actual tiene implementadas tres interfaces (sockets udp) para los servicios "compositor", "juegos" y "midi", a los que se podría conectar cualquier cliente.

Por poner algún pero ("off the top of my head" y como humilde programador que soy), decir que se echa en falta documentación de las relaciones e interacciones entre clases, así como algún test de unidad en determinadas partes del código que puedan resultar especialmente críticas.

En resumen, una experiencia muy interesante que espero pueda repetirse con más frecuencia si el Ayuntamiento cumple con sus planes de permitir que los ciudadanos puedan interactuar con el pabellón periódicamente. El simulador es muy bonito, pero 120 metros de cortina de agua a tu alrededor son toda una experiencia.


viernes

LBS Marketing de ventas

Toward a More Social Sense of Place
by Erica Naone
A new crop of location-based services for mobile devices will encourage users to interact more.
Read More »

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Imprime esta información sólo si te es necesario. 
La naturaleza lo agradece.

miércoles

Google y la baja calidad

27 de febrero de 2011
El gigante estadounidense Google ha anunciado nuevas modificaciones en su algoritmo para mejorar el posicionamiento de las páginas web con contenidos de calidad. El objetivo sería ocultar las páginas agregadoras de contenido, tipo "eHow" "Answerbag", tras las críticas recibidas por dar visibilidad a portales de escasa utilidad.

Este tipo de sitios generan artículos basados en las búsquedas más populares y, al situarse en las posiciones privilegiadas del buscador, intentan atraer a los navegantes hacia sus páginas. Matt Cutts, del equipo de lucha contra el spam de la compañía, considera justa la identificación de algunas páginas como "correo no deseado" por la baja calidad que ofrecen, aunque no menciona de forma expresa ninguna de ellas.

La reciente actualización del popular buscador se ha dado a conocer en el blog de la compañía, donde aseguran que en el último año se han ejecutado casi 500 modificaciones de su código. Según Google, este último cambio afectará al 11,8% de las consultas de búsqueda.

De Consumer.es
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Imprime esta información sólo si te es necesario. 
La naturaleza lo agradece.

martes

El futuro en Web es Wideo

Youtube y tú móvil http://m.youtube.com

<object width="640" height="390"><param name="movie" value="http://www.youtube.com/v/GGT8ZCTBoBA&hl=es_ES&feature=player_embedded&version=3"></param><param name="allowFullScreen" value="true"></param><param name="allowScriptAccess" value="always"></param><embed src="http://www.youtube.com/v/GGT8ZCTBoBA&hl=es_ES&feature=player_embedded&version=3" type="application/x-shockwave-flash" allowfullscreen="true" allowScriptAccess="always" width="640" height="390"></embed></object>

Accede rápidamente a tus listas de reproducción, a tus favoritos, a tus subidas y a tus suscripciones a través de la nueva lista de navegación
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Imprime esta información sólo si te es necesario. 
La naturaleza lo agradece.

lunes

Uso del móvil para la venta de consumo

Best Practices for Mobile Retail Strategy

FEBRUARY 7, 2011 

Efforts should address each stage of the purchase funnel
 
Mobile devices accompany consumers everywhere throughout a busy day. Through mobile initiatives, retailers have unique opportunities to engage with consumers as they move through each purchase phase—whether they're in a store, in transit, at work or at home.

Data from InsightExpress showed that during the holiday 2010 season, smartphone owners used their devices at different stages of the purchase funnel: to receive sale alerts (awareness), look for better prices and product reviews (consideration) and redeem coupons (conversion). This gives retailers many opportunities to connect with consumers and encourage purchase and loyalty.

"Forward-thinking retailers are devising mobile strategies to address each stage in the consumer purchase funnel—awareness, engagement, consideration, conversion and loyalty," said Tobi Elkin, eMarketer writer/analyst and author of the new report "Mobile Web: Best Practices for Retailers."

Más en aquí 

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Imprime esta información sólo si te es necesario. 
La naturaleza lo agradece.

jueves

Una fuente de primera

No niego que lo que hago en internet es un seguir la tecnología y experimentar con ella para poder aplicarla en el mercado natural, España, Reino Unido e Irlanda.

Una fuente que nunca falta en el correo diario es Technology review.

Seguro que la conoces, sino te la propongo como lectura obligada si quieres ahorrar mucho trabajo, mucho tiempo de reflexión y poder anticiparte a los usos de la tecnología.

Vamos trabajar sin perder puntada.

En este post linkamos tres lecturas de obligada nocturnidad, que es cuando estos conceptos entran mejor en la "retina" del saber.

1º ¿ Qué debo twittear ? pues a leer goo.gl/y1gaa

2º Seguir en Twitter goo.gl/zMSmG

3º Facebook en tus datos  vs Google en tus páginas web goo.gl/AkD2U

Son menos de 30 minutos de lectura pero dan pistas por donde va a ir la red social en menos de seis meses.

A Question for Quora

Wednesday, January 19, 2011 From Tr

Will a flood of new users dilute the quality of the Q&A site?
By Tom Simonite
Silicon Valley's most talked about new Web company, Quora, offers a novel spin on an old concept: it takes a standard Q&A site and adds Twitter-like social networking to the mix. The site has grown rapidly in recent weeks in part because of the quality of its content and community—but now its newfound popularity may jeopardize the content that made the site a success in the first place.

Quora was founded by two Facebook alumni: Adam D'Angelo, previously the social network's chief technology officer, and Charlie Cheever, the engineer and manager responsible for creating Facebook Connect and the Facebook Platform.

Their new site launched in an invitation-only beta in January 2010. Quora's easy-to-use interface, as well as the founders' impressive connections, rapidly attracted an elite group of early users, many from Silicon Valley's most innovative companies. That meant Quora users could read the opinions of high-profile people from within the tech world, including former AOL chief Steven Case explaining the dot-com bubble, Facebook cofounder Dustin Moskovitz's opinion of The Social Network, or well-sourced gossip on Google's in-development social tools.

Quora has social networking features similar to those of microblogging service Twitter. Users can "follow" one another and receive notifications when people they know submit questions or answers; they can also follow certain topics or questions to keep track of new content.

Cody Brown, founder of Kommons, a Q&A site that allows people to publicly pose questions to Twitter users, says Quora's design and features create a more "structured" space for sharing thoughts than most blogging or social networking sites. That design encourages contributions from people who might steer clear of social websites, he says. "It's not like a conventional blog or Twitter, where you are looking at a blank space and have to come up with something," says Brown. "You get a more specific prompt to contribute, and so it feels less narcissistic."

This approach generated the insider content that led to a recent surge in users and media attention. Yet Quora's success could endanger the very thing that caused that success, says Eileen Burbidge, a London-based investor in startups who previously served as product manager for Yahoo Answers.

More on link

martes

Audio y video juntos en Google docs

Este link es lo mejor, ya tenemos en docs todo lo que necesitamos para trabajar.

Clickar y leer.

Google Docs to Add Preview Pane, Music Player, Collections - http://googlesystem.blogspot.com/2011/01/google-docs-to-add-preview-pane-music.html


Las redes sociales en España

"Tuenti sigue siendo la segunda red social de nuestro país con 8.610.000 usuarios. Es el site móvil número 1 en España con 30.000 instalaciones cada semana.

Por su parte Twitter mantiene la adelantada relación de sus usuarios con las marcas, ya que el 63% de los tuiteros españoles lo utiliza para recomendar productos a través de Twitter y un 61% para compartir sus quejas"

http://101.es/2011/01/11/las-redes-sociales-sociales-en-espana-video-actualizado/

lunes

Bellwether report: Marketing budgets down as confidence hit

From marketing week - iworld

Mon, 17 Jan 2011 | By Rosie Baker
The quarterly IPA/BDO study found that 22% of companies revised their marketing budget down in the fourth quarter. Only 17% reported a rise, leaving a net balance of -5.4 compared to +0.5 in the third quarter (see chart 1 in the links below).

Confidence dipped to the lowest point in 18 months as marketers grew pessimistic about the financial outlook for their companies and industries. The net balance dipped to +10.8 from +15.8 in the third quarter of the year, however budgets have been set higher for the coming year (see chart 3 in the links below).

Direct marketing, internet advertising and paid search were once again the only disciplines to see a rise in spend during the period, albeit at a slower rate, as marketers looked for channels with more "predictable return" on investment.

Budgets across sales promotion, main media and all other marketing, including PR, were revised down during the period (see chart 2 in the links below).

Commenting on the Bellwether report, Rory Sutherland, IPA president and vice-chairman of the Ogilvy Group UK, says: "That these latest figures reveal a decline in confidence is disappointing, but characteristic of the uncertain climate we find ourselves in."

"At least we can draw comfort from those companies which reported an increase in spending in the last quarter of the year, and from indications that initial budget setting for 2011 is currently higher than actual 2010 spend."

Andy Viner, head of media at BDO LLP, adds: "We expect corporates to keep their marketing spend both flexible and cautious as they keep a sharp eye on consumer behaviour and wider economic indicators which is unsurprising given the backdrop of continued public spending cuts and the threat of rising interest rates."

La clave está en la marca: los tribunales, Google, y la venta de 'keywords' - 2747026 - elEconomista.es

La clave está en la marca: los tribunales, Google, y la venta de 'keywords' - 2747026 - elEconomista.es:


"Google, y el resto de buscadores, que prestan un extraordinario servicio gratuito a la sociedad, obtienen sus ingresos a través de la venta de palabras clave/keywords, que adquieren los anunciantes para que, cuando cualquier usuario teclea esa palabra, ello dé lugar a la aparición de un anuncio junto a los resultados de la búsqueda.

El conflicto se plantea cuando el anunciante puja por adquirir como palabra clave/keyword una denominación que se corresponde con la palabra registrada como marca por un competidor, máxime cuando esa marca es, además, una marca renombrada. Es obvio que en ese caso, el vínculo del anunciante va a situarse como resultado en las búsquedas de quienes están efectivamente interesados en los mismos productos o servicios que se protegen por la marca que se utiliza como palabra clave/keyword.

miércoles

Marketing

¿Enfadado o arrepentido?: La importancia de aprender a leer las emociones del consumidor insatisfecho



Quién no se ha sentido insatisfecho alguna vez con el servicio ofrecido en un hotel o en un restaurante. Según una investigación de un equipo de la Universidad de Valencia, la novedad está en que conocer los patrones de comportamiento del consumidor en función de las emociones negativas predominantes durante la experiencia insatisfactoria sería muy valioso para los gerentes y la puesta en marcha de estrategias de restitución del servicio por parte de la empresa. Los académicos animan, incluso, a que los empleados aprendan a reconocer las señales fisiológicas del consumidor para identificar esas emociones.

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La naturaleza lo agradece.