{"id":493,"date":"2020-02-20T14:15:48","date_gmt":"2020-02-20T14:15:48","guid":{"rendered":"https:\/\/abrahamgeifman.com\/?p=397"},"modified":"2020-02-20T14:15:48","modified_gmt":"2020-02-20T14:15:48","slug":"no-banalicemos-el-marketing","status":"publish","type":"post","link":"https:\/\/abrahamgeifman.com\/en\/no-banalicemos-el-marketing\/","title":{"rendered":"Let\u2019s Not Trivialize Marketing"},"content":{"rendered":"<p><iframe src=\"https:\/\/open.spotify.com\/embed-podcast\/episode\/0S4VQEVlYQWv4FFyuPW8tu\" width=\"100%\" height=\"232\" frameborder=\"0\" allowtransparency=\"true\" allow=\"encrypted-media\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>It's necessary to understand how marketing incorporates the best of global theory into its local practice. It's that fusion of understanding marketing with what happens in the real world. I define myself as a digital strategist. For many years, I've worked as a consultant, helping small and medium-sized businesses develop their digital media and strategies to increase sales and position their brand and business among a range of clients or consumers.<\/p>\n<p>We mistakenly talk about traditional marketing and digital marketing today; it's really just one marketing approach. I think we'll soon be able to see everything as a single unit, but it's logical that with the influx of these new media, this is happening differently, and we're seeing them as separate or segregated.<\/p>\n<blockquote><p><strong>Today I want to talk about the trivialization of marketing; that is, everything that has happened with these new media and these digital times in which technology merges with business practices has been showing a symptom of taking marketing lightly.<\/strong><\/p><\/blockquote>\n<p>I mean that many professionals who didn't study marketing work in marketing, and this has been happening for many years. Marketing used to be a profession where experience gave you all the skills to succeed. As this becomes more sophisticated, and as technology merges with business practice, new demands arise for marketing executives to stay constantly updated.<\/p>\n<p>Today, marketing is a profession more akin to being a doctor, a lawyer, or an accountant, who suddenly has to constantly update their skills. Previously, marketing professionals could add value to the business without much experience because it wasn't something companies required.<\/p>\n<p>&nbsp;<\/p>\n<p>Nowadays, it is indeed required of marketing professionals to stay updated. In this whirlwind of digital media and new communication channels\u2014social networks, websites, emails, and all these other contact methods\u2014many professionals who carry out specific actions in the digital realm are losing sight of the spirit and essence of marketing.<\/p>\n<p><strong>This is largely caused by the major digital advertising platforms. The so-called \"digital gurus\" claim to be number one in digital marketing worldwide, endorsed by Google, Facebook, or some other platform.\u00a0<\/strong><\/p>\n<p>That's becoming distorted because digital platforms have taken advantage of this knowledge gap to become omnipresent, thus impacting agencies. So, you can be the best, but the authority that should evaluate that isn't necessarily, or doesn't have to be, a platform.<\/p>\n<p>I'm not saying that a marketing professional necessarily has to study marketing. No, but my message and my rallying cry is that professionals who practice digital marketing shouldn't forget theoretical marketing, shouldn't forget concepts like franchise or brand equity, positioning, differentiator, and various topics surrounding how a brand is positioned, what its value proposition is, and what the persuasive elements are.<\/p>\n<p>&nbsp;<\/p>\n<p>It's not just about publishing messages on digital channels like social media; the message must include prior persuasive research containing positioning elements, a phrase, a slogan\u2014everything that entails.<\/p>\n<p>I have different approaches or levels of knowledge so that a marketer in the digital age doesn't lose sight of these important elements, even if they are certified by these major platforms.<\/p>\n<p>The number one thing is not to forget the fundamentals, not to forget that marketing exists to identify, create, or satisfy customer or consumer needs. As obvious as it sounds, we sometimes forget it. So, the essence of marketing is that: to identify, create, or satisfy needs.<\/p>\n<blockquote><p><strong>Number two is to consider consumer knowledge, their habits, and how to obtain the necessary insights or information from them to interpret them in a true marketing or digital marketing strategy.<\/strong><\/p><\/blockquote>\n<p>Number three is having a general understanding of what a brand is and what its values \u200b\u200brepresent. Without intending to be overly theoretical, I do want to draw on the work of an author named David Acker, who very aptly defines brand equity (branding + equity). According to his view, this has four important components: a brand that truly possesses the expected franchise is a brand that should have brand recall, perceived quality, and brand associations; in other words, a strong brand should be able to be associated with other products.<\/p>\n<p><strong>If I have a brand positioned in one segment that could also be well-received in another, this applies perfectly to luxury brands. We must not lose sight of brand building.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>The fourth point is understanding the advertising impact of traditional media versus digital media. Advertising, or the accumulation of messages, has this effect in terms of message substitution or accumulation, which relates to reach and frequency. In other words, the repetition of certain messages leads to a level of awareness or interest in the consumer. This is the traditional advertising model, which is somewhat questionable today.<\/p>\n<p>We have to consider these reach and frequency indicators today, in 2020, because they are still a way our brains process information to help us satisfy a need.<\/p>","protected":false},"excerpt":{"rendered":"<p>It's essential to understand how marketing is incorporating the best of global theory into its local practices. It's about merging marketing with what's happening in the real world.<\/p>","protected":false},"author":1,"featured_media":549,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/posts\/493","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/comments?post=493"}],"version-history":[{"count":0,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/posts\/493\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/media\/549"}],"wp:attachment":[{"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/media?parent=493"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/categories?post=493"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/abrahamgeifman.com\/en\/wp-json\/wp\/v2\/tags?post=493"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}