Why Social Media in your Business?

Posted on October 28, 2010. Filed under: Marketing | Tags: , , |

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Here you have straight and thoughtful reasons why you should consider Social Media for your Business

Social Media business

  • It creates resonance between you and your audience, creating the perfect attunement with them, that is to say, engagement
  • Makes from the audience your most powerful weapon, it transforms your customers and employers into truthful preachers
  • Engagement creates an emotional connection with all your audience tying them to you
  • You’re the crowd, you talk their language, you mingle with the party, know them better…
  • Now it’s possible being friends, it’s possible to set up a relationship, now it’s possible to be closer and warmth, the only thing we need is the wish that it happens
  • It easy to find you audience, because the’re waiting for you, they are really looking forward to talk to you,  besides, you’ve lots of tools available… are you going to listen them?
  • You’ll know what’s hot…the good news? in real-time so if you act properly, you’ll be ahead to what’s is going on
  • Prepare to go viral, never before it has been so easier to spread the message as it is now…faster, easier and cheaper and with the help of others
  • You’ll transform your clients into fans. They’ll be the ones, who will cross the street to buy from you. What’s is more, they won’t come alone…
  • You’ll gain exposure, which leads to visibility, which leads to more leads, which leads to more traffic, which leads to higher conversion rates, which leads to more sales, which leads to more profitssocial media marketing stats
  • We don’t want the market see us as the other alternatives…Be different – differentiation
  • Profits
  • Cut costs, less advertising, communication and marketing budget, plus better results
  • NOT Overnight Success, but…you’ll see the results
  • Who said that it was impossible measure the ROI in Social Media? You can! (link to how you can measure the ROI for Social Media)
  • It sounds like social media is getting famous, yes!!! It’s growing dramatically.

What’s your take? What other reasons you see should be taken into account?

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What Happened with Marketing?

Posted on August 12, 2010. Filed under: Blogging, Marketing, opinions | Tags: , , , , , |

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What happened with marketing?Where’s Marketing? Isn’t trendy anymore? Doesn’t offer value for money as did it before?

What happened? Has suddenly Marketing mutated to a new form called Social Media Marketing? or it’s now Digital Marketing, as other people like to call it…Marketing 2.0 maybe? I wonder, if Marketing has just being replaced…or perhaps, it’s waiting for the right moment to make its unexpected appearance.

Has Marketing stopped making its well-known noise? – yeah, some of you call it conversation, right? – Does it means that Marketing has felt sleep? Or on the contrary, is marketing preparing a new revolution?

I just don’t know what happened with Marketing. Am I different from a couple of years ago? – Heck, I started in Marketing and now…what the hell! – I don’t see it anywhere….

I only can hope – and wholeheartedly wish – that we never forget it! Because, at the end we’re just looking for common sense.

What say you?

What happened with Marketing?

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Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

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Social Media Mission Statement

Posted on February 26, 2010. Filed under: Business, communication, Marketing, Social Media, Strategy | Tags: , , , , |

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How many times have you heard about the mission statement? I’m talking about, the philosophical description of the organization, team or individual, which is the unbreakable path we should follow to achieve our desirable vision. As the author and consultant Laurie Beth Jones states “The mission statement is centered on the process of what you need to be doing”. In other words, a mission is a commitment that gives meaning to its carrier, through our most deeply values and beliefs – it’s our reason for being. Do you get the idea?

It doesn’t matter if you are receptionist, consultant, broker, community manager, sales representative, CEO, doctor, professor, accountant, waiter, analyst, researcher, bus-driver, or what the heck more…We agree that we’re here for a “reason“, don’t we?

Well, here is mine:

“I help and guide individuals and organizations on “going social“. That is to say, I architect and execute social media strategies in order for them to maximize their reach, build influence and harness the power of global communications building social relationships within an engagement perspective and empowering brands leveraging the audience – all contributing to increased loyalty and trust, in a funny bottom line.”

So, what is your take? Do you have a mission? What is your reason for being in Business?

I’d like to thank Dylan Persaud from Eval-Source, who enlightened me with his knowledge.


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Why we should love Social Media

Posted on December 14, 2009. Filed under: Blogging, israelgarcia, Marketing, Social Media, socialnetworks, Why | Tags: , , , |

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It’s 1:32 am, I’m sitting in front of my laptop trying to figure out why we’re so dedicated to my “social” crowd, why we cannot go to the bed without a clear idea of a new post for tomorrow, why hundred of thousands of people connect every day for helping one each other, sharing content, new insights, different approaches, exchanging experience or enhancing their knowledge, for instance. Why there’s so much information it could barely be handled, why we’re so puzzled for this thing called Social Media. Is it hate? addiction? Fads? devotion? I think it must being love, if so, why? I wonder why should we love Social Media?

Well, these aren’t easy questions to answer if you don’t see the “Social Media side” of Social Media, which is being easily explained on my earlier post: Social Media With Ease.

Having said that, let’s focus on why we should love Social Media.

“Business facts” about why we are crazy in love with Social Media

  • Making connections we can partner with in future projects
  • The possibility to offer concrete solutions as for individuals as businesses, through social media
  • Bringing the buzzword “Social Media” to life in ways that truly make sense (and make a tangible difference to the bottom line)
  • The wide array of people Social Media exposes us to.
  • A common way to unify, work with and across disciplines (marketing/communication/advertisement)
  • Helping new businesses get up and going with an Internet presence and seeing them increase revenue and ultimately cut costs
  • Allows us to use platforms for carry out effective communication and set up a strategy for every area of social media.

On the other hand, we also can talk about reasons less “biz orientated”.

“All to all” communication

One of the aspects we should love Social Media is the ‘all to all communication’ – which I deeply explained in Social Media with ease – I consider it’s the basic definition behind social media concept.  Unlike traditional media which work under the concept of communication “you to all”. The Tools that social media offer us make possible to store and distribute content created in nature by several people, this content allows interaction, participation, collaboration and redistribution by others. I think it has a lot to do with sharing content.

Getting social

We should also love Social Media for the fact of “getting social”.
Let me explain it, Getting social does not just mean having a MySpace page a Linkedin profile or a Facebook account – it is far beyond that. Getting social is really the defining difference between the future and the traditional marketer.

In the past, it was all about providing information to your readers – the communication was a one-way street. Social media is all about the folk and giving them a voice – therefore making it a two-way street.

Let’s define the different ways of being social

There are different types of social media and each category has different focus (with some overlap in functionality):

  • Social Networking is probably the most widely known Web 2.0 term. FromMySpace to Facebook, LinkedIn, and other similar sites, the focus of social networking is to connect you with others – your friends, people with similar interests, potential employers, and then give you the opportunity to find more connections as your profile grows.
  • Social Bookmarking (like del.icio.usFurlMa.gnolia) sites allow you to organize your favourite sites, tag them for keywords, and keep them all in one place. Very handy. However, what makes these sites social is the ability for you to share them with others.
  • Social Recommendation sites combine the best of social networking and bookmarking to create user-generated recommendation sites. Sites likeDiggNetscape and StumbleUpon encourage users to send items they like and then give others the opportunity to vote on them. There are also a large crop of smaller niche sites like BizzBitesSk*rtBabblzBUMPzee and such that are evolving to cater to the specific needs of certain audiences.
  • Social Content sites include FlickrYouTube, and wikis to name a few. These are sites where users create and manage content from photos to videos, information on a topic, and everything in between.
  • Other sites such as MyBlogLogTechnorati, and Blog Catalog give users the ability to network, bookmark and recommend all under one handy roof.

Of course we could talk about the variety of tools that social media offer us:


Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox,
ExpressionEngine, Xanga
Micro-blogging: Twitter, Plurk, Tumblr, Jaiku, fmylife
Social networking: Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock,
Hi5, Ning, Elgg
Social network aggregation: NutshellMail, FriendFeed
Events: Upcoming, Eventful,

Content sharing

Wikis: Wikipedia, PBwiki, wetpaint
Social bookmarking (or social tagging): Delicious, StumbleUpon,
Google Reader, CiteULike
Social news: Digg, Mixx, Reddit, NowPublic
Opinion sites: epinions, Yelp


Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa

Video sharing: YouTube, Vimeo, sevenload

Livecasting:,, Stickam
Audio / Music Sharing: imeem, The Hype Machine,, ccMixter, Awdio, Spotify

Reviews and opinions

Product reviews:,
FAQ Communities Yahoo! Answers,
WikiAnswers, Askville, Google Answers


Advertaiment: Cisco Eos
Virtual worlds: Second Life, The Sims Online, Forterra
Game sharing: Miniclip, Kongregate


Information aggregators: Netvibes, Twine (website)

Share, share, share and people will Believe in you

Another aspect we’ll fall in love with, is sharing information with our network, friends, colleagues, customers or even people we bump into in the online world. Social media has changed the tide of the entire communication world, we’d better not keep the information for yourself. I say this just because, we’ll not be able to hold it under our influence for a long. This is how social media is changing the world, letting flow the streams of information among the different communication channels, aiming at a common benefit. Honestly, I do think no matter who we share with… if you really possesses knowledge why not share why the folks? Let the world know what we know and we’ll be rewarded with a very deep sense of self-fulfilment, improvement and satisfaction, there’s no competitive advantage which lasts forever.

First listening, for later on, sharing and giving, will grant you with a respected voice that people will definitely listen. Consequently, the audience will start to believe in you as an authority in your field.

Relationship and networking

Fortunately, and in part thanks to social media, I’ve been able to Connect and Establish professional relationships with fantastic and very interesting like-minded people, from around the globe. we’ve exchanged contents, resources, data, ideas,etc. I’m very grateful to them for it because, I’ve learnt how people see things from a different perspective, not to mention knowledge and experience have I acquired, thanks to them too. At the end, I’ve realised that the more people you exchange views and approaches the more you enhance your knowledge.

Surely, you’ll find authentic, sincere, genuine and helpful people always ready to give you a hand or even offer a guidance in a step you’re willing to take.
To name a few:

  • Establishing partnerships
  • Introducing suitable business contacts
  • Referring you to their clients
  • Trying to find a job in a foreign country

My take

Next January I’m going to take a break and travel to the States to expand my views in Marketing and social media and, studying how things approach from there -I do reckon it’s a must-do for every marketer, if she/he want to have a global perspective of the market and having an idea of what is coming – Therefore, I am looking for new prospectives and approaches for the time I’ll be in The States- it’d be great, if I can find a part-time job, so I can combine with my studies -.After, when I finish my studies, I’d like to find a full-time job because, I would like to get as much experience as I can in The States.

As a result I started to contact with my network explaining them the situation… Amazingly, almost everybody I contacted with, have offered me different opportunities that went from introducing me to people who is looking for similar profiles as mine, to arranging interviews for when I arrive at the States. Furthermore, there have been people as Pat Beaird, Gary R CookDianna Harrold or Orietta Ramirez (to name a few), who I’d like to say thanks for the effort they put on helping me in every step I took.

This has taught me one more time that human being is simply marvellous; we never know who are we going to find in our way and how this interaction can change our path, though what I’ve already find out is, every person you meet, every relationship you make or every contact you add to your network, definitely will play a role in your life. Now perhaps you’re asking, to what extent they’ll play a crucial role?… well, it depends on the degree of engagement you build with your social crowd.

I’ve to admit that human interaction is what I love the most of Social Media.

As you can see we couldn’t say just about one thing about why we should love about Social Media. Certainly, I feel very lucky doing what I like to do. Although, my mother can not brag about it in the hairdresser

Do you love Social Media? Why?  Should we embrace it? Or reject it? What’s your view? And yet, that’s part of the game. Let us know what works. Fair?


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Facebook from a different approach

Posted on November 10, 2009. Filed under: Facebook, Marketing, Social Media | Tags: , , , |


Ask yourself

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What if Facebook had different use from the one that social media experts spread? Have you ever wondered if Facebook fit into your professional social media picture? What is the relevance of Facebook into the business scene ?  What if Facebook would it be just for fun?

Undoubtedly, it may have some controversy around this issue. I do think these are good questions about the use of Facebook beyond user’s knowledge, worth to be responded. I’ve been wondering all this time about the Facebook relevance in our business environments too. What’s more, I’ve been talking with lot of professionals that use Facebook to promote their business. In fact, I’m developing Facebook strategies for my clients, but if you ask for my opinion…Personally, I’m always trying to keep it private, at least in my professional career you might ask why? The answer is simple, because broadly speaking we’re people of flesh and blood, we behave emotionally, act impulsively, to a certain extent we tend to be egocentric, not to mention curious and open-minded. Apart from this, we have the need to get away from our daily life or jobs and escape from the routine that often surrounds our lives for engaging with our friends, relatives, former classmates or even our lover… Furthermore, we know how much we like to gossip about what others do (friends, relatives, neighbours, partner,etc.) whether they have gone on a trip, have bought a new house abroad or where  they have been this weekend,…Unfortunately, it shows us one more time that everyone seems to have a clear idea of how other people should lead their lives,but none about his or her own… Facebook no thanks

Use Facebook (for fun)

Imagine you’ve left your country a few months ago to work abroad [as I hope I’ll do in a few months in the States…]Consequently, you start a new stage, but you miss what you left behind, again, friends, family, colleagues and so on. Question: What will be the easiest way to know what your folk is doing or stay in touch with your girlfriend, close friends or parents? I’d say Facebook (clearly, Skype will work too, but you’d need to focus on the conversation and twitter also, but it has some drawbacks in real-time conversations and it isn’t as popular in some countries as Facebook) absolutely Facebook will be the best tool.

How you see it?

I see Facebook as a powerful social media tool, though let’s have a place where just have fun and engage with your people. Frequently, I’d like to remind myself this thought, “sometimes you need to switch off to switch on”. Nevertheless, It doesn’t mean you don’t use Facebook appropriately;

  • Segment your contacts
  • Give them different levels of permission depending on how they get on with you
  • Allow people to see what you want they to see
  • Let the people you know write in your wall, comment your stuff or label your photos/videos
  • Restrict your Facebook only for the people you already or may know.

But if you ‘wannabe’ professional…

No Facebook - Blessington St, St Kilda What about people who use Facebook professionally? Well, I bet they also want to go deeper in the relationships, you know Relationship Marketing knowing your customer…Although, are you sure you want to show where you spend your weekend, with who and how? What about your privacy? What about your personal life? I think it’s our commitment putting it aside, don’t you think so?

And you? How do you use Facebook? Do you use it for fun or biz? What is your strategy for doing biz in Facebook?

I’d like to know your thoughts.


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International Marketing through Social Media with Israel Garcia

Posted on November 4, 2009. Filed under: Interview, Marketing, Online, Social Media | Tags: , , , , |

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International Marketing through Social Media

I am excited to announce that Iive attended the Cosmic Cow Pie Blog Talk Radio Show as an International guest!

Connecting with skype on blogtalkradio has been a learning experience as we were discussing the possibility of marketing North American business on the International Market.

It was on Tuesday November 3, 2009 at 9:00am MST

Have you ever wondered what International marketing strategies could benefit your business?
Or how to get the most bang for your buck marketing online?

I was talking  about strategies to market Internationally using social media.

Israel Garcia Rodriguez

Ways to Connect with me:

And don’t miss my blog!

Or E-mail me

Leave a question in the comment section and I will be happy to answer it at anytime.

Hope you find it helpful


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Posted on November 2, 2009. Filed under: Marketing |

“International Marketing through Social Media” with Israel Garcia, next Tuesday 3rd November 17:00h “Cosmic Cow Pie” Radio Show – Arizona. EEUU

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My Twitter strategy, how to become an efficient twitter professional

Posted on October 26, 2009. Filed under: communication, Marketing, Social Media, Twitter | Tags: , , , , , |

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Getting started


I started twitter as a consequence of starting to focus on social media, I read a post in the Guy Kawasaki’s blog talking about twitter and it immediately grabbed my attention, suddenly I found myself surfing The Internet in the search of more information about twitter and its world…Then I signed up, had an account and began to follow people,  as days went through I began to understand it better and better…

Working on twitter all this time has led me to think in it as a marketing tool and I like to use it when is possible. As I’m among friends I feel more confident to discuss what I really think twitter is and how you become an efficient twitter professional:

Twitter, the popular micro-blogging site, publishes messages with a most of 140 characters, whatever you want to say you must say it in this amount of characters, It is hard sometimes, but it’s one of the reasons I love twitter, no matter the message, statement, advice, offer or opinion, you must struggle to do it with just a handful of words, which really compel us being more creative and imaginative than ever. Consequently, most of the time we’ll have a very effective communication with prospect, providers or whoever is following us. Currently, twitter has an estimated 4.1 million visits to the site and is growing very each day faster than other social networking in the U.S. alone. It’s one of the most viral social media tools freely available in the market. Many brands and professionals attempt to use the tool to sell their services and products, but the successful brands and professionals use twitter to listen and engage with their stakeholders, as an earlier conclusion we can talk about twitter as an approach to create conversation between prospects and businesses or we can use it as an engagement tool, too.

Getting deeper…

Interact with other twitter seems easy, but if you don’t know how it works don’t. Each message you post is known as a “Tweet.” In the social media and social networking industry, Twitter facilitates a process known as micro-blogging or micro-sharing. Every user identifies himself/herself by putting a “@” sign in front of their name (for instance: @Israel_Garcia, here is mine). It’s the common way of communicating on twitter. Joining Twitter has value for many people and businesses, but as I said before it can also be a waste of time if you don’t understand how the medium works and how best to use it. Instead of approaching Twitter as a place to broadcast information about your company, think of it as a place to build relationships. It’s also a good idea to include additional contact info, like email addresses or your blogs.

Listen regularly for comments about your company, brand and products and be ready to discuss concerns, offer customer service or thank people for praise.

In addition to keeping an eye on your @messages, you can use the Saved Searches feature to easily track mentions of your product, brand, company, etc. From your Twitter home page, simply run a search, and then at the top of your result’s page, click “Save this search.” A link with your search term will appear on the right side of your page, and when you click it, you’ll get real-time results for that query. To drop a search, just head to the top of your results and click “Remove this search.”

My twitter strategy

Let’s talk openly about how you could be an efficient Twitter professional…

1. Set a target or purpose for your twitter.

It could be:

Promote your blog

Gain more affluence and traffic in your social networking

Establish a networking between your customers and your business

Increase your website traffic

Increase brand recognition

Built a reputation as an expert in the field you work on

But (and this is a great but…) I strongly suggest you should ask yourself the following questions:

  • What approach should I take to be more appealing to the rest of users? What makes me different from rest of users?
  • What kind of content I’m delivering? links, advice, opinion, quotations, RT,feedback…
  • How often I’m going to tweet Once a day, twice, every 5 minutes, when something interesting comes up…
  • Are my twits aligned with my twitter strategy (step 1)? Develop, establish and follow a clear but simple strategy
  • Did I choose appropriately the best twitter strategy (step 1)? Occasionally check your strategy and implement corrective measures to re-align your strategy in case of changes.
  • Is twitter really meeting my needs? Am I in twitter for a purpose or just because it is trendy? If you are here, certainly you have a purpose. On the contrary, you’d better go shopping in Milan, undoubtedly more trendy…

2. Twitter could be stressing and addictive.

At the beginning is easy to manage twitter, nevertheless as the number of your followers and follows grow, you’ll realise that you cannot deal with such amount of tweets, tweeps, connections, information, links, advices, opinions and so on. Take a breath and be aware of… It is the first step for being successful (at the same time you’ll be honest with yourself). Also, make sure you don’t fall in what I like to call the “dark side of twitter” which is the one used by hundred of thousands of people who are also in, but don’t use it for business. LET’S BE CLEAR, YOU ARE READING THIS BECAUSE YOUR TIME IS PRICELESS AND YOU WANT TO BECOME A TWITTER PROFESSIONAL, I don’t care if my neighbour is getting up a 10 am. for preparing herself/himself a bowl of cereals with orange juice before going shopping…

3. Follow the people who best meet your needs.

For example, If you are a musician and you want promote your website, MySpace or blog, you should look for people interested in Music, producers, record labels, music agencies, clubs or even musicians for instance. As you give them value you’ll have a tribe ready to follow you. The question is…are you ready to lead? It’s the same principle as growing a blog – if you help enhance people’s lives in some way they are more likely to want to track with you and read more of what you have to say. As a result your conversations should ‘matter’ on some level. Sure you can throw in personal tweets and have some fun with it – but unless you’re providing something useful to people (information, discounts, entertainment, news, education etc) they probably won’t follow you for long.

Also be wary of always trying to sell your product or service. Your followers don’t like to follow people, who are always trying to sell them something. Try adding links that make people laugh or something really curious or odd, but use good taste. This way they can’t wait for your next tweet.

4. Be Strict and censor with your ‘anti-prospect’.

There are millions of people using twitter for different purposes, some of them are here for professionals matters, others don’t…If you aren’t interested in someone who isn’t decided between cooking boiled eggs or smashed potatoes… avoid them!

5. Take advantage of the twitter apps to manage twitter efficiently.

I highly recommend use apps to manage your time in twitter efficiently, here you can find which I use the most:

With tweetbeep, you can set up alerts that will help you keep track of keywords on Twitter

Twitscoop shares what’s hot on Twitter at any given moment.

Set up tweetscan to make sure you don’t miss any @replies, and to get alerted of your search queries.

Twitterlocal With this service, you can see tweets from Twitter users in a specific location

Use tweepler to organize your tweeps based on whether you’re following them or not.

Twubble will expand your Twitter bubble, picking out people you may like to follow.

Twitdir, you’ll be able to search for people, and exploring categories including top followers and updaters.

Who should I follow Using this site, you can get good recommendations for Tweeps to follow.

Twellow find Twitter users in a specific industry using this service

Mr. Tweet is a personal networking assistant for Twitter, helping you find relevant followers

Moreover, you can go to this site, which offers more than 100 twitters apps 100 Twitter tools to help you achieve all your goals

I want to give you a piece of advice, some of the apps could be very helpful, but some of them are useless and a completely waste of time. It depends on your twitter strategy, I recommend study them before the installation is being made.

6. Don’t stress if your number of followers doesn’t rise.

It takes sometime people get interested in what you’re doing or saying. Take twitter as a refined flower you recently bought and it needs to be treated with meticulous care to develop all its beauty within its cocoon. If times goes through and your number of followers doesn’t grow you don’t need being afraid anyway, why? Because twitter is not about the follower count, it’s about conversions. A carefully cultivated list of 1000 followers can beat a list of 10,000 twitter followers anytime when it comes to spreading content or getting traffic/sales. A social mediafollowersstrategy that only involves mass following all sorts of people and shooting out links to hook buyers or readers is quite inadequate. Forget about the people who follow you without a reason these are auto-follows or just  low-value followers. Not because they are dumb or socially inferior but because a good amount of these followers are not ultra-targeted, active or responsive. Many of them are self-promoters, spammers or automated feed accounts. These people aren’t interested in you. They don’t care about you. They didn’t REALLY opt-in. They even followed you automatically, didn’t they? So play the Twitter game of mass adding and dropping users for a few months. You may even meet some cool people but don’t assume that you have 50,000 users who actually read your tweets or pay attention in you. They aren’t. And you’re irrelevant to them. I have to recognize that is hard to find productive twitters, people interested in you, in what you do, in what you say, in what they get from you (ie RT links) they follow you because they have reasons to. You’ll know when you find them, they’re very active and in most of  the cases will share common things with you.

7. Key points

At a glance I would recommend:

  • Ensure you want to set up and support relationships
  • Be authentic
  • Be consistent, reliable and friendly – don’t take anything personally
  • Listen before you speak
  • And while numbers are seductive, remember the opportunity is in establishing quality relationships and providing quality tweets for your followers, whatever your message
  • Forget direct messages, they’re impersonal, unconvincing and it seems that don’t like to twitters.
  • Carefully choose the people you follow. Do NOT automatically follow everyone who follows you.
  • Selectively choose and search for TOPICS that interest you, then join in those conversations.
  • Support worthy and compelling conversation by selectively RETWEETING those messages that you think are interesting/informative to your followers.

Your take

You? Whats is your strategy?


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Neuromarketing: Predicting consumer’s behaviour

Posted on September 22, 2009. Filed under: approaches, Customer Behaviour, Marketing, Neuromarketing, New Concepts | Tags: , , , , , |

neuromarketingNEUROMARKETING??? It was three years ago since I heard this word for the very first time while I was in Marketing Research class doing my postgrade studies at Fundesem Business School, and itreally grabbed my attention. By then, lots of questions arose inside me…What it is Neuromarketing? a new kind of marketing discipline? a new tool for measure any sort of behaviour? Is this the step leadingo to manipulate customer’s likes? As any marketing terminology, I was very excited and eager to know more about it. Definitely, it was a unknown concept ready to explore.

It has been taken more time that I thought before I would be able to explain it from my own approach. I understand Neuromarketing as new research system As anecdotal origin and to understand better the scope of this methodology, we recall the famous “Pepsi Challenge” campaign in which participants were asked testing two sodas, for after say (without knowing what brand of coke they were testing), which preferred. Slightly more than half  of the participants chose Pepsi. But Pepsi was not the market leader. What’s was wrong? This attracted the attention of Read Montague, a specialist in neuroscience, who again repeated the experience in 2003 with 67 people, using tomographs and MRI scanners,  he found that both colas “activate” the brain’s reward system. The most remarkable about this was that, when they said to the participants what was the soda they were drinking, a different activity was detected in other brain areas. In this instance the 75% of participants said they preferred Coke. Weird? no, I wolud say rational. The brain area as “activation” was shown by MRI was the medium prefrontal cortex, responsible for the control of the higher thought.

Montague concluded that the brain reproduced images, and ideas generated by the brand, also that it exceeded the quality or taste of this product. Therefore, it is a further evidence of the enormous power of the brand.

It’s known that marketers can measure the results of taken actions, in terms of sales,brand awareness, likes,preferences, etc.. This is why we understand better the beginning and the end of the consumption process, but not the fundamental part in between. That is to say, what happens in the consumer’s mind, and this is what Neuromarketing is changing.

The Neurosciences detected the consumer’s difficulty or inability to express the emotional reasons that their consumption habits generated, and their reactions to different marketing stimuli. Also, we should remember and never forget that consumer decisions are based on subjective feelings, and these feelings are linked to sensory stimuli that are activated when consumption.

I admit that it has taken some time to me identifying this process, I’ve even learned a lot of technical words related to the topic, which is at the least rewarding, but let’s put it in simple words, Neuromarketing is the application of the neuroscience techniques to marketing stimuli, in order to understand how the brain “activates” to the marketing actions.

The techniques used by neuroscience are mainly psychophysics – just list them- reaction times / detection levels, images of MRI scanners, and magneto-encephalographic electroencephalographs-Honestly, I’ve a little idea about this…- All this goes hand in hand with the progress made in the recent years on understanding the brain function and evolution that allows the application of this progress is significant, considering that for a long time marketers have been using behavioral studies and psychology of the 70’s as a guide in our research.

Some companies have gone more deep  into this. Daimler-Chrysler has found that most sporting models activate the reward center in the brain and the face recognition area, which would explain the people’s tendency to anthropomorphize their cars.

Another interesting result was obtained by asking a group of people, they should watch  pictures of different brands and products, and make a ranking according to their preferences for each. Then, they repeated the test using a magnetic resonator. Finally, Montague found that there was a significant activity in the half of the prefrontal cortex. It’s the area linked to the sense of self. This serves to assess if there are the correlation between our brand and the person in question.

Conclusion Perhaps I may be wrong, but according to information I have gathered on the subject combined with my knowledge, I strongly believe that the best application of Neuromarketing is the prediction of consumer behavior, which is the biggest challenge facing marketing, the gap between the mind and behavior, which will allow to choose the  most appropiate media format, the development of notices/impulses that people remember more clearly, and basically how consumer behavior differs fromthe one in which the methods used today tell us.

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Assault Marketing

Posted on August 4, 2009. Filed under: approaches, Insights, Marketing, New Concepts, opinions, Strategy | Tags: , , , , |

Everyone knows that the term marketing is in fashion, so much that this term is applied to any business technique known as the weirdest and sophisticated names on the topic.  Certainly, there is talk of relationship marketing , health marketing, direct marketing, viral marketing and even guerrilla marketing. This unsual but increasingly common situation that has made me reflect and think that I, as a professional in this discipline also had to make my bit in this field.

Everything  started when I was reading Philip Kotler writings about marketing side, then I came to believe that I should give a new name to a practice that I and surely several people have done for a long time but is not yet baptized, the marketing of confrontation. A term that will give plenty of talk about their strong connotations in the success of the business world.
It takes time to identify the marketing strategy in a chess game where the board is the market and the rival in front of us is our competition. But I often question myself, do we know who really is our competition in this strategic game, whose objective is  increasing sales? When people ask who is their competition, for example, from McDonald`s, always get the same answer: Burger King, but … why do not we talk about Vips, Pans & Company, Knee, traditional restaurants, or even – I dare to  say our house-  when we go to eat? Because we must not forget that the competition does not have an exact appeareance, but it has many forms, which like a sheet of chess has to be moved in  different ways. This is assault marketing, knowing strategically all our planning moves in order to beat our rivals, because if we act impulsive, we just play a simple game of checkers.

Indeed, as the bestselling authors of  “Thinking Strategically” Pods K. Dixit and Barry J. Nolebuff the strategy is the art of overcoming the adversary knowing that he/she is trying to do the same with you.
Of similar criteria and working in parallel on this issue, I read about  Major Roberto consultando Ajedrez, creator of the concept of  “Chess in Business,” which changed my mind about the whole concept of chess and lead me to start on promoting the importance of this strategic stake in the world of business.
And here is where assault  marketing acquires its full meaning, since it is necessary checkmate the king to achieve our goal and position successfully in the business world, struggling permanently with the competition- not only directly- but global and examining closely all the movements of the board, ie the market- our field of action. Therefore, if we want to be really competitive, we  should learn to play chess or whatever it is,  do assault marketing, and bring into play our best strategy game. Surely, we will win the game ¡¡!

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WARKETING: The battle of Marketing

Posted on July 15, 2009. Filed under: approaches, Insights, Marketing, New Concepts, opinions, Strategy, Tactics | Tags: , , , , |


I have been reading about this -marketing terminology (perhaps derivative?) for a while and I would like to  go more in depth with the blessing of all the readers and bloggers who care about it…

The arduous daily struggle faced by today’s executives requires them to think and act with initiative, to exploit any situation in a meditated way,  the ability of the commander and his people gives the value of a militant group.
It is believed that the way of thinking and acting of  East and West is completely different because of its history and its leaders, but we will see below that no matter where the thoughts and the rules that always teach us come from, all have the same goal
In the far east many years ago specifically 500 BC. Chinese strategist Sun Tzu wrote The Art of War established the foundations of the military strategy of the East, which relies on the concept that in order to win, it always requires good planning. Sun Tzu said that those who have real skills to battle may refer the army to engage the enemy without fighting.
While in the west the German General Carl von Clausewitz wrote On War the eighteenth century, which provided the basis for the west  military strategy, within which the essential idea is that in order to win you must fight the most important battle.
If  it’s interpreted correctly, both strategies can be very useful to a business strategy:
Clearly, in the preceding paragraph  Sun Tzu’s thought points to strategic busniess aims and Clausewitz provides the tactical aspect.
A good strategic planning with real results starts in acknowleding when ends the strategy and begins the tactics
To differentiate both we will add to our terminology, the word “Contact”, it is a word that suggests, perhaps like no other, the boundary between strategy and tactics.
In war, the strategy is stopped right on the border. And the tatcics starts when the contact is made with the enemy. So in business, it stops at the door in which a client will make a purchase decision. When an executive speaks with a client, the developed action action is a tactic. When the sales manager will plan to visit the client, the action is strategic.
In the company’s activity, irrespective of their category, the winning strategies are formulated before- I would add in a long term. And the tactics are  required to maximize the physical, intellectual and moral capabilities of the team (nothe the term Team, not staff) in achieving the busniess objectives  as a whole.
In the tactical field force is not just quantity, it must be added the capacity of each person who makes up the organization, courage, boldness and determination to success. Where and how many people started Microsoft?
Summarizing the above and giving a start to this marketing derivative, we have defined principles as for the strategy as for the tactics, these are:

Principles of the WARKETING  strategy
1. Surprise
2. Security
3. Offensive
4. Economy of forces
5. Media meeting
6. Freedom of action

Principles of Tactical WARKETING

1. Offensive Spirit
2. Capacity
3. Mobility
4. Creativity
5. Support

This post has been inspired by the original article: “Warketing” by Sergio Gajardo Ugás

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Position is not an active verb, but a passive noun.

Posted on May 29, 2009. Filed under: communication, Marketers, Marketing, Positioning, Prospects, Service marketing | Tags: , , , , , , , |

We want to position ourselves as the market leader, say several of marketing managers every year.j0438805_2

They cannot do that. They cannot poisition as a leader por one simple reason.


You can focus your efforts and your communication, which sometimes can influence your position. But your position is a place, and someone else puts you there: YOUR PROSPECT.

No matter if your company do nothing to position itself. Inevitably, your company will have a position. Prospect simply takes what he knows about the company and position de company accordingly.

position is a passive noun; It’s something that the market does to your company. The smartest thing is take your position and turn it to your benefit.

Don’t start by positioning your service. Instead, leverage the position you already have.

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How to use Twitter better as a Marketing tool by Hans van ‘t Riet

Posted on May 25, 2009. Filed under: communication, Links, Marketers, Marketing, opinions, Recommedations, Twitter | Tags: , , , , , |

For those who want to know more about twitter and wanna use it for marketing purposes I highly recommed this inspiring post I found in linked in,

How to use Twitter better as a Marketing tool by Hans van ‘t Riet

Hope you find useful

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There are no two services equal

Posted on May 24, 2009. Filed under: approaches, Engagement, Insights, Marketing, opinions, Positioning, Prospects, relational marketing, Service marketing | Tags: , , , , , , |

differentI’d like that you ask this question to any CEO or principal you know, “What makes your service special?” I’m sure that the 70% of the times you’ll get a disappointing response. “Honestly, nothing special. We’re all pretty much the same”. They’ll often say…

WRONG. Every service is different, and creating and communicating differences is vital to effective marketing.

If buyers can perceive differences in products, then people certainly will perceive major differences in services, after all. comprise unique components: people, no two of whom are the same.

From my point of view, It’s all about perceptions, passion, devotion, energy, optimism, profesionalism…all these qualities are palpable within the first fifteen seconds of entering the lobby. You can read the DNA of a company from the boy of errands and discover it replicated throughout the company.

If you cannot see the differences in your service, you MUST!!! LOOK HARDER.

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Halo effects

Posted on May 20, 2009. Filed under: approaches, communication, Engagement, Insights, Marketers, Marketing, Positioning, Service, Service marketing, Strategy | Tags: , , , , , , |

Say one positive thing, halo_effectand you’ll become ASSOCIATE with many

Why do people in services fear positioning so much?

Because they fear that standing for one thing will limit their appeal. But it doesn’t work that way, for one important reason: People ASSOCIATE.

We tend to think, for example, that good-looking people are smarter, friendlier, honest, and more trustworthy than less good-looking people. We associate one positive thing – attractiveness- with many other good things.

It’s how people are programmed. It’s how your prospects think.

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  • About Isra García

    My job simply isn't make waves but riding them!

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