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  • Markets are conversations, ”wrote the authors of The Manifold Cluetrain in

    When they accurately predicted how marketing and business communication would. Evolve in the 21st century. The Internet has enabled conversations, And shared experiences between humans and businesses, Something that was actually unfeasible in the age of mass media. We can call it the of business. Marketing areas are Markets conversations based on conversations, Just like in ancient times. The Agora, The public square or market in ancient Greece, Was nothing more than the space where people bought products, But where they also learned news, Gossip and references. Unlike mass media and marketing, The Internet allows people to converse “Human to human.” This has transformed traditional business practices.

    Integrate your communication channels

    Instead of conveying half-truths about your products and services, Reflect the same information that their employees provide within the store and in their call centers. So how do you start these conversations? We can no longer force our message to Electronics business email list the market, Hunting down our target audience through advertising. Instead, We need to create content that truly attracts customers to our sites and platforms. social. CEO of calls this “Magnetic content.” It takes a change in mindset to start thinking like an editor. The marketers need to generate content that answers their audience’s questions.

    The content of the brands should be distributed throughout

    Later on, We will specify how you should develop your own management plan. marketing, Create your own magnetic content, And facilitate conversations, Such as This is exemplified by the success stories of (see Chapter 4). Then we will highlight the importance of aligning your service communication. Channels to the client so that they work in conjunction with their Sale Lead social marketing projects. Some of the questions we will answer are: What content should I publish for my audience on my website, What platforms should I use to distribute my content? How should my call center work with my social media team and my email response team?

    Markets are conversations, ”wrote the authors of The Manifold Cluetrain in

  • The answers to these questions can inform your entire marketing strategy.

    During this step, We will take into account both free and paid tools that you can use to listen and respond. To your audience. We’ll give you an idea of who might be the best “listen” People within your marketing and public relations team, And help you think of the right person to enable to your marketing communications. Team with ideas “Heard”. We all know Answers Questions how to check on Facebook or Twitter, But don’t forget to add others to the mix. Search tools like Forrester, And as well as free services like Alexa or Google Trends. In addition to this, Check your company page on Wikipedia, Which often appears in one of the top positions in the results search. Remember that Wikipedia is a user-generated content website and It is one. Of the most popular all over the world. Your collaborators generate the content.

    We can no longer “force” the messages that we believe will work to the market.

    Once we finish this research phase to understand our audience, We will be ready to move on to the two marketing planning stages. The second step teaches us how to use the research carried out in stage. “E” from of your audience information and profiling. In an abstract and intangible medium, Like the Internet, It is easy to get lost in the surprising amount Craft Supplies business email list of. Research and data. Therefore, When creating your marketing plans and your business-centric website designs user, We suggest you use the profiles of your consumers. In English, Marketers They use the word people (like this, In Spanish), So we adapt that concept to give the required meaning and for that purpose. We opted for the term “profiles”. Profiles categorize your customers in order to help you identify.

    X – EXPERIENCE AS A USER THROUGH PROFILES

    Needs and desires of them, Just as we will see in the Sears success story (see Chapter 3). These characters represent the different types of users within a sector target demographic. They exemplify the behavior of the target audience that could use their product or website. User profiles help marketers take into account the goals, Desires and limitations of shoppers in order to guide them in making. Decisions related to an online service, Product or Sale Lead interaction. In most of the In these cases, such profiles synthesize data gathered from user interviews or third-party research. In fact, these user profiles can be real people; on In other cases, companies create fictional characters based on the information they gather based on consumer research. To truly understand the needs of your customers.

    The answers to these questions can inform your entire marketing strategy.

  • E-X-I-T-O: a digital marketing model for this century

    We developed our five-step model to answer various questions from our clients and colleagues. About how to integrate and manage social media in marketing communications planning. Our E-X-I-T-O process will provide a checklist of questions. That need to be answered for Developed in Meyer, Paul What would you do if you knew you couldn’t Digital Marketing century fail? Creating S.M.A.R.T. If You Want to Succeed Above and Beyond. The Meyer Resource Group, Chapter A Marketing Model for This 9th Century Achieving Business Success.

    Elements of the E-X-I-T-O model

    Before starting the next chapter, which corresponds to step “E”, we will summarize each of the elements that make up our model: Today, Digital Marketing century political revolutions in Syria, Mexico The United States (Occupy Wall Street) And other countries have been achieved thanks to Facebook, These examples show Craft Supplies business email list us not only how social. Media has affected political leadership, But also how a social revolution could impact your company, Or your executive leadership. Figure 1.5. Social media makes changes. How did Facebook change Egypt?

    By listening and responding to your customers online

    You can avoid losing power, As happened to President Hosni Mubarak of Egypt. In reality, The key to your successful business, And marketing communications lie in what people say about Digital Marketing century your (or your competitors’) products. Or services on social media. Listening and not responding is not an option; It is essential for any business, large Sale Lead or small. The ideas you find can generate an entire advertising campaign, Digital Marketing century including new products and services.

    E-X-I-T-O: a digital marketing model for this century

  • Need for a new marketing model

    Con todos los cambios sísmicos en las comunicaciones de mercadotecnia, los anunciantes necesitan un nuevo modelo para planearlas de manera estratégica en esta era de medios sociales. De hecho, algunos estudiantes nos pidieron justo eso: ¿podría elaborarse un nuevo modelo de comunicaciones de mercadotecnia para el siglo algo semejante las cuatro P? Los Need Marketing Model mercadólogos siguen utilizando las cuatro P para defi nir su mezcla de mercadotecnia: precio, producto, promoción y plaza. Desarrollado en principio por E. Jerome McCarthy en 1960, este modelo determinaba la propuesta única de venta de un producto o marca que lo diferenciaba de la de sus competidores. Sin embargo, en años recientes, las cuatro P se han ampliado a seis: producto, precio, promoción, plaza.

    The second model is the four o’clock

    But wait. First of all, why do we need a model? Models help us understand concepts that may be too difficult to handle to analyze as a whole. They allow you to divide a large process into smaller, simpler steps. This is especially important in digital State Government-Education Programs business email list media, which tend to be more abstract. For example, we don’t have a physical magazine or book to hand out when we show people something online. So a model helps us think about digital media more concretely; In addition, it can become Need Marketing Model a mnemonic tool that makes it easier for us to remember the process and that it “sticks” in our mind. This will make it easy to share it with your team or collaborators.

    For example, the S.M.A.R.T methodology

    It allows people to write more specific, measurable, achievable, relevant, and temporal goals. It is simple and easy to remember. Another example of a marketing model that specifically describes how to measure social media effectiveness comes from Need Marketing Model the Interactive Advertising Bureau, Sale Lead Spain: the PRGS of social media. Community P2 Brand generated content G1 User generated content S1 Recommendations Figure PRGS model of social media. Source: IABSpain.net.. Made from the which gave rise to the 4 R and later the PRGS model, both Spanish. Reproduced with permission of IAB Spain. Each model provides a “map” to analyze and detail a problem in order.

    Need for a new marketing model

  • Explosive growth of social media

    Of course, these changes would not be happening if it weren’t for a radical change in consumer behavior. Statistics show that digital technologies they touch every aspect of human life, both personally and professionally. By For example, One in eight couples who married in the United States in 2009 met via social media. And most companies use social Explosive Growth media to find talents. According to LinkedIn, Companies use social media to search for talent, And 95% of them use LinkedIn. The world’s largest social network, Facebook, Has exceeded one billion users, And about half of them connect to this social network through devices mobiles. If Facebook were a country, It would be the third largest in the world, After China (1,340 million inhabitants) And India (1,220 million inhabitants) .

    Five of the top ten countries that pass

    With all this stratospheric growth in the use of social and mobile media, These two categories represent only 6% and 5%, Respectively, Of all digital media spending (most of this expenditure is dedicated to advertising in search engines). Search and banners). Alejandro , Explosive Growth executive vice president of in Latin America, “Almost 100% of the Latin American population on the Internet. Visits social media destinations every month.” Visits to Facebook are Motion Picture Equip & Supplies-Mfrs business email list equivalent to. One in four minutes spent online in that geographic region. This, Of course, Has huge implications for advertisers. Consumers control the conversation on digital media. Search for any product or service online, And in many cases, You’ll find that the vast majority of results come from consumer review sites like.

    And although this seems impressive to us

    Digital media also led to a drastic change in the way we interact with traditional media. Companies that advertise on television know that the fastest way to assess the response. Of their audience is through the “second screen”; that is, through their mobile phones. The term refers to how people use their cell phones to search for something Explosive Growth that interests them when they see it in a television commercial or show. Media companies or ad agencies can take advantage Sale Lead of this consumer behavior by asking them, for example, To vote for their favorite singer on American Idol or to text your company. For a coupon code or more information about of your product. It is also possible that companies invite consumers to like their products on Facebook from their mobile phones.

    Explosive growth of social media

  • Mindset of the digital entrepreneur

    Although most of this book will focus on the several of our anecdotes. Emphasize the importance of solving huge problems exactly the way entrepreneurs do. Advertisers can no longer limit themselves to creating new ad campaigns. Instead, We need to find out how our companies can offer consumers greater value through our websites, Social Digital Entrepreneur media, The growth rate of the digital media industry and the speed of information force us to respond more Digital Entrepreneur quickly. And despite this impressive growth.

    By thinking like a digital entrepreneur

    Can solve huge problems and develop interactive products and services. At competitive prices Attract audiences to new platforms and drive growth in Latin American countries. Two of the major challenges to be resolved are lag in. Investment and lack of technical knowledge. Lag in investment If we analyze the ad Digital Entrepreneur spend on the Laboratories-Testing business email list Internet mentioned by per individual. As a relative measure by country, It can be seen that developed markets such as the United Kingdom or the United States invest $ 185 and $ 165 per person, Respectively3. In markets like Brazil and Digital Entrepreneur Argentina, Mexico’s cyber advertisers are not investing.

    Lack of technical knowledge

    Buy Gabriel CEO of Interactive Advertising Bureau, Indicates that the biggest challenge is the lack of digital media education. “Most of the universities. They do not include digital media in their advertising or marketing curricula. It really is a matter of human resources. Stops the industry Companies of media and digital entrepreneurs regarding the development of companies ”. This is why that IAB Mexico is currently working with Sale Lead universities. To train their teachers (and their students) In digital Digital Entrepreneur marketing to achieve Digital Entrepreneur a better integration. Of this area in your study programs. Suggests that “The region can accelerate its growth by taking advantage of the accumulated learning in. The United States and other areas regarding the best way to rapidly increase.

    Mindset of the digital entrepreneur

  • A marketing model for this century

    ”Reads the title of an August article published in the Harvard Business Review blog. “Marketing traditional. Including advertising, public relations, Branding, And corporate communications. Many people in Marketing Model Century traditional marketing roles and organizations may not be aware. That they are operating in a defunct paradigm. The evidence is overwhelming. Lee offers two reasons. The buyers no longer pay attention to traditional marketing communication; They prefer read information related to products and services on their own terms, Through from Internet searches or by reading consumer reviews.

    Marketing is dead

    de sues amigos. Segundo, los CEO sealant queue los directors de mercadotecnia careen de credibilidad impresario. Un studio de 20112 motor queue 72% de los directors generals stun canastas. De queue (los directores de mercadotecnia) les pidan dinero sin explicar cómo generará. Mayores negocios. A fi n de cuentas, ¿Cómo es que las empresas o sus agencias Billing Service business email list de publicidad pueden convencer al comprador de gastar. El dinero que obtuvo con difi cultad cuando es frecuente que sus empleaados no provengan del mundo. Qué sucede si los intereses de los vendedores no coinciden con los de los compradores? Es Marketing Model Century sencillo explicarlo en otras palabras la mercadotecnia tradicional no funciona en el nuevo mundo de.

    United, he believes he will be what he calls the “growth hacker.”

    “El papel del vicepresidente de mercadotecnia, Que durante mucho tiempo se consideró como no técnico, se está desvaneciendo con rapidez y, En su lugar, Ha surgido una nueva clase de ‘mercadólogo-codifi cador híbrido’”, Escribió en su blog en. Resume este esquema mental por completo novedoso al indicar que “la disciplina. De la mercadotecnia está Sale Lead cambiando de ser personacéntrica a ser IPA. Céntrica (IPA interfaz de programación de aplicaciones). Las superplataformas como Facebook y Apple proporcionan Marketing Model Century acceso.

    A marketing model for this century

  • Customer First Strategy: why the customer comes first and how to achieve it

    Referents: look for role models, whether from your industry or another, Who have transformed or created their businesses with digital exercises to admire. Monitor them and follow them because they may go one or more steps further and be an alert to activate. Us and take on new challenges, learn from trends and other experiences. Number 3Value Customer Strategy proposition. It doesn’t matter if the product is specialized, High-priced or massive, Everything has a value proposition. It promises something, A benefit, A unique value based on its quality, Price, After-sales service or user experience. The best value proposition is the one based on user insights. Listen, Observe and learn from them so that you can improve the value. Of your products over and over again.

    Social networks: a sales showcase in times of quarantine

    Everything new generates resistance. Learning and unlearning is part of the digital cycle and includes endless opportunities, but also obstacles to overcome. Even companies that are born digital must develop their enablers to avoid falling into a circuit of low creation and little flexibility: both elementary in the digital world. In strategy it is part of the Labor Organizations business email list Number 1Mindset: no matter how many digital tools you have and efforts you make to dominate the world of marketing, if the people who accompany you are not willing to change, flexibility and ease of adaptation and adoption, things will not flow. Working in culture so that the environment is open to error and continuous learning is the best profit that any organization can generate.

    whether from your industry or another

    Everything we do, especially when we adopt something new, goes through various processes. For this reason, we propose several stages to go through and evolve keeping in mind that 100% expertise is not achieved because it is a process of continuous learning. Four stages to adopt a digital marketing plan The content you just read had a previous installment. Get to know it in: “What is a digital marketing strategy and why apply it?” in mind It is important that competitors so that you can adjust Sale Lead whatever is necessary. This exercise is not static, it is flexible, and it is just the starting point. Adriana. VP of Marketing and Digital Sales * Remember that this content is based on the e-book: ‘Step by step: how to create a digital marketing strategy’, written by Adriana , Vice President of Market and Digital Sal

    Customer First Strategy: why the customer comes first and how to achieve it

  • The basis of your digital marketing strategy

    When you define the space you want to occupy and why you will build a digital marketing strategy, the pillars will help you sustain and develop it. These will be the starting point to execute an organized and stable plan that allows you to achieve your goals. There are four pillars: Fundamentals This pillar may have variations over time, but these must be due to the update of the market or the evolution of your business. In any case, they will mark the route of the rest of the plan. It responds to the “For whom” and “Against whom” of the strategy and consists of This happens in businesses that need to attract supply and demand. Your focus should be on the people who will want and buy your products or who will recommend your services. You may believe that you know him today,

    How to use Google My Business for my business

    Competition: know your competitor and what he does. Even, you should not only know how many are around you but how many are not locally, but serve your market: In addition, Keeps us connected to a screen and we jump very easily from one content or space to another, Even without selling your same products, fight for the attention of the same people Miscellaneous Personal Services Nec business email list you want to reach. Context: it is the most complex point because there are many rules that do not yet exist and others that lack logic. It involves the regulatory environment, What can and cannot be done, depends on the laws of each country. Each platform has different parameters that you will also need to know. The use and handling of personal data, for example, is a whole world in which you must enter.

    Products and services

    They are the centerpieces with which you bring your strategy to life. If it were a car made of Lego pieces, It would be the wheels, the rudder and the motor, that is, what is essential for it to be a vehicle. They respond to the “With what” of the digital marketing strategy. Number 1Products and services: depending on the definition you made at the beginning, Sale Lead Or you will be able to sell them directly through digital. Number 2Digital assets: these are the spaces you have such as mobile applications, Public or transactional websites, social networks, podcasts, streaming channels, among others. They are the own channels through which you can express yourself, connect with your audiences and generate sales or even consumption of your products.

    The basis of your digital marketing strategy

  • How to create a digital marketing strategy

    It is undeniable that it gained much greater relevance since the beginning of the pandemic. Being closer to your customers, Knowing their preferences, Delivering valuable content and measuring your results are some of its advantages. Understanding this need,  A few days ago we published on this same platform a content called What is a digital marketing strategy and why apply it ? Marketing strategy. Steps to create your digital marketing strategy A digital marketing strategy. Has to connect with your purpose, Respond to clear objectives and achieve a balance that benefits your customers and your business.

    Definition: what do you want to achieve with your strategy

    This is the point that joins the purpose of your business with its current. State and your future aspirations for it. Here you answer the “what do I want?” Every time you have a dilemma or want to take different paths, This definition will bring you back to the rational, To have your feet on the ground and your thoughts focused on the steps you want to take and. The goals you are about to achieve. Keep in mind that, Even if your competition has the pillars that you Petroleum Products (Wholesale) business email list choose later will make. Although there are as many definitions as there are types of businesses and purposes, Vice President of Marketing and Sales of will serve as a guide to get started.

    Pillars: the basis of your digital marketing strategy

    When you define the space you want to occupy and why you will build. A digital marketing strategy, The pillars will help you sustain and develop it. These will be the starting point to execute an organized and stable plan. That allows you to achieve your goals. There are four pillars: Fundamentals This pillar may have variations over time, But these must be due to Sale Lead the update of the market or the evolution of your business. In any case, They will mark the route of the rest of the plan. Describe what the person you want to reach is like. You can have different audiences; This happens in businesses that need to attract supply and demand.

    How to create a digital marketing strategy