Internet is establishing new scenarios where trademarks are beginning to have a central role. The brands touch the lives of consumers and are crucial in influencing purchasing decisions. Therefore, large companies have decided to take a 180 degree turn and bet heavily on marketing strategies and online branding in order to maximize impact, visibility, and increase the level of recall among users and consumers.

The marks are intended to be part of our lives. Companies seeking to find not only the profitability based on the results of the return of their advertisements and advertising. Claim that their marks are symbols of worship, be recognized and associated with certain values. Seek to differentiate.

Although Branding can look different and broader aspects of brand marketing, these companies need to compete and differentiate. Thus, building a brand, is of vital importance and need to know to take and properly implement communication strategies for consumers.

In social networks involving trademarks has been intensified thereby being able to demonstrate the positive effects of creating a direct relationship with the users and consumers. Branding is no longer limited to playing with the creative elements of the brand itself but extends the premise to be present and participate actively in social and media environments.

On the Internet, brands have taken the initiative as a champion of Social Media Marketing. However, the conversation alone is not enough. The marks must seek and maintain their creative visibility and visual impact. Before joining the conversation, the names must comply with a clear objective, to be identified and recognized in the minds of consumers.

The segmentation of online media allows companies to analyze and identify patterns directly related to all professional sectors differentiated by subject, target audience, user profiles, etc ... and this is where brands seek greater visibility to strengthen their impact and level of memory.

For this reason, companies have begun to broaden their vision in this regard seeking new detect scenarios where values that can be inherited and transmitted to their associated brands in those areas. The mere fact that consumers perceive them as having a set of values that attract them, it means that reject or at least tend to reject those names that do not exhibit these values.

Imagine having the ability to reach current and potential customers through the most important social network in the world, with about 400 billion users and growing.

That is the proposal made by creators of Face book to trademarks, an offer that had roots of urgency to improve the economic figures of a gold mine that was still a really profitable exploitation route.

The social network aims to be an alternative for companies that still believe that marketing and advertising options are limited to the mass media as radio, television, newspapers and magazines and even the Internet, but also associate it with traditional media, is ie web pages of newspapers and magazines.

Face book

First, companies need to understand that to succeed in these areas should think beyond the term "campaign", and that success in social media is based on creating continuity with consumers.

Therefore, we must seek to be reliable and be perceived in this way in front of customers openly.

Face book has chosen to compete with Twitter by enabling a "public search" by changing their privacy policies-a plus for advertisers, but not for users.

It has also implemented a strategy of "Open Graph", integrating features of Face book directly on other websites, conceptually similar to Google AdSense, based on key words or phrases.

Also, the migration to a system of "Likes" or better known as the button "like it", an application that allows Internet users say if they like the content or an advertiser's product.

A more than interesting for brands considering that Face book now represents 7.5% of time online for people in the United States with 134 billion airtime per month.

The trend is consistent with what others are doing social channels. For example, Twitter has its role Promoted Tweets, an advertising platform aimed at organizations interested in using the micro blogging social network to develop their business strategies.

Continuing with Face book, another point to emphasize is related to their ability to influence, especially through public figures deemed "influences." Reach these people leads to better results and a high "Share of Voice."

Tim Schigel, CEO of Share This, add other concepts such as sharing, the sharing of content, "clicks, how many people do you click to content," engagement, "how much time interacting with the content-and scope-how are inspired to spread and share content.

These benefits are just some of the possibilities that remain to be announced on the social networking world.

Citius, Altius, Fortius! (Faster, higher, stronger). The motto of the Olympic Games helps us reflect on our business objectives at this time. Because. confess, we live in times of change exponential sales cycles vary, the market is more aggressive, consumption patterns change before we finish analyzing sales. We must go further, to adapt, evolve. But how? Using common-sense business intelligence tools.

Information Today

These days a company can not afford, for example, errors such as a sales campaign die before birth, by not taking into account all information necessary to direct their product to market right.

For the Commercial Department of a company the challenge is clear. Analyze what to sell, when, to whom and how. Decisions, along with other areas of the company as Marketing, are based on information from various sources, internal and external. All these parts, well geared, can make good decisions in less time.

Today we are not surprised continuous change and the speed at which it occurs. We live in times where information is growing so rapidly that a newspaper publish more information in a week that was accessible by a person of the eighteenth century in his life.

Thus, the volume of information generated by businesses is doubling every two years. What can we do to manage it? The natural solution is to rely on powerful tools and advanced, so-called business intelligence, allowing us to make better decisions using the huge volume of information also is necessary for our business. The technology allows, and in many cases, the pocket too.

In the case of the commercial area is particularly critical, if we take into account that both business decisions (target market, prices, margins, distribution of accounts) as the analysis of results (sales funnel funnel-sales-, milestones achieved, percentage of achievement of objectives) and the reaction to the alarms (minimum sales threshold, threshold margin, market share) should handle massive amounts of information from various sources throughout the company.

Intelligence, "the Director or the platform?


Rhetorical question if ever there was, as the business intelligence tools give information, but intelligence, industry knowledge and experience of the business address that selects the direction to follow based on the information.

I will give two examples of which can be learned in order to establish the concepts we are examining:

1. Imagine a company that quarterly sales report is remitted to a commercial director role; document in which the figures of the best malls are highlighted with highlighter. Is this enough to track quarterly sales, without detecting any internal or external alarm in all this time? What happens if the manager wants to analyze the same information by customer, by sector, see the trend in the next quarter based on the above? Will the information in time?

2. Now let us take the example of a company whose sales have dropped, but do not know why. You need to look when it reaches its target market if the price of their products is competitive, if your bank is sound and its position within the market. For this purpose, using business intelligence tools define a plan in two phases: situation analysis and monitoring of the plan of action.

To track, define the desired goals and measures to achieve. Sales Director has updated information, reliable, allowing you to verify daily that the plan is working and otherwise react. A plan like this has allowed the recovery position in the market, with sales increasing 35% and 10% margins.

Evolve

The business intelligence tools, or Business Intelligence, opens the door to a new style of business that allows to optimize the time, allowing further improve our decisions, since the quality of information that do increases exponentially.

The market requires a Commercial Director to evolve, to squeeze the most out all the necessary information to make decisions that your company needs, and for this, your best ally is the business intelligence tools. Giving it could mean high losses of market share in times that we can afford.

Let us not miss the train to success. Do we have available all the necessary tools to make our business decisions?

Here are some of the trends that Thomas Frey, futurist and director of the DaVinci Institute, says will change the way we do business in the future. The effects of global crisis, the disruptive influence of new technologies, the emergence of new business models and aggressive search for new alternatives.

1) Systemic Crisis
Many of the systems we have today are global to the brink because they were not designed to cope with the speed and volume of today's society. We need an absolute change of national systems will lead to global systems. In the coming years, massive failures in most systems, including taxation, judicial, security, monetary and much more, and as they fell, new opportunities arise.

2) "one-person Empires"
With financial markets in danger, the most popular form of enterprises will be the "one-person Empires," a business run by a single person with a broad spectrum of influence. This outsourcing business models all its operations to various organizations around the world. The high costs of employment and deposit the power of new technologies on individuals create the perfect conditions to grow this model.

3) business Colonies
Corporate colonies, as colonies of nanotechnology, video games, alternative medicine, there will be an incubator of specific industries as drivers of economic development. Will be formed in cities as industrial centers and nurseries entrepreneurship. Will be both virtual and physical, of different size and structure. Will unite around a shared resource and thus share equipment or materials that are too costly for any one person take over.

4) Cloud Computing
The ability to connect to your workspace in portable devices, wherever you are, avoiding complex and expensive systems is very interesting and, although some way to go, is quite advanced. In the last few years has made great strides with the advent of programs such as Amazon's Web Services and Google's App Engine. But for this movement to reach its full potential, still missing a few years.

5) Battle of alternative energy sectors
Although oil remains the main source of energy, the race for alternative energy is booming. In the coming years, will expand exponentially, reaching new ground in the production, transmission and storage.

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

1. The communication and research and subliminal or subconscious part of the vocabulary of most marketers. Do not fall into the trap of believing that conventional research methods work. Over 80% of decisions arise daily in the non-conscious brain. If we can trust these numbers, and all studies show that we have, then 2010 will be the year that marketers will be forced to find alternative research methods to discover the unconscious processes involved in making decisions.
2. The power has gone beyond the brand to customers - even the most powerful brands know that successful campaigns must consistently catch the customers, which in turn will use their powerful ability to spread through word of mouth. " 2010 will also be the year that marketers will have to sacrifice your brand by the customer. What does this mean? It is increasingly common to see how the marks are destroyed by clients expressing their anger or frustration online. The value of the shares of Domino's Pizza fell by 10% when two angry customers rose video to YouTube. How can large organizations, which rarely can turn something in a few hours, withstand such attacks? Brands have to find a way to do just that.
3. 2010 seems to be dominated by guilt. Guilt for spending money, blame for polluting the world, and finally, blame the parents as their children are locked in their world online, away from traditional values that were once the exclusive domain of families. This year, marketers will have to learn to take advantage of this guilt as never before. This is the sad reality. The draft Buyology taught us that fear is one of the most powerful elements in building a brand. Fear is closely associated with guilt, and, as far as the world increasingly rapid turn on itself, the fault is of increasing power. The brands that can cause guilt - or, better still, eliminate guilt - be the winners.

Television remains an important pillar within the advertising industry. But even though television advertising continues to enjoy the trust of our advertisers, the television seems incapable of adapting to the language and new forms of communication for users and consumers.

Although television remains the primary means of communication in terms of investment volume, the reality may be quite different given the new habits and consumer trends.

Large companies and brands to continue despite the betting heavily on television advertising, are becoming increasingly aware that new communication tools and channels through the Internet, such as social networks are creating a greater impact and impact among consumers while generating a direct and close relationship with the also increase levels of trust.

The traditional TV is becoming obsolete and losing ground to the constantly changing Internet environment that threatens to conquer his kingdom. In fact, some data in this regard are most evident signs of the changes currently being experienced. In this regard, 70% of Europeans are done monthly, multi-task in the process of media consumption. That is, the vast majority of European consumers access the Internet while watching television.

Users have radically changed their role to move from mere spectators to becoming active part of the communication, and in spite of continuing to maintain its role as recipients of the message, now your participation and opinion are considered vital aspects in this process.

Thus, it is not difficult to understand how television and advertising have been found in the most limited way communication, since neither the viewer's response is immediate or can detect the reactions of consumers, what they think or have to say.

The social networking phenomenon has brought great changes in this regard. Users and consumers not only act as recipients of the message but also share information, they can interact, communicate with their own brands and also be part of a communication under one language.

Another important aspect is directly related to the saturation current advertising on television. This results in a rejection of it by spectators at any time can decide if you really for them is really relevant or interesting, which eventually ends up influencing the effectiveness of advertising itself and an increase in the habit of viewers by changing the channel during commercials.

Television advertising ends up being regarded as something intrusive stops on that to which viewers actually pay attention. And before that, viewers can not show it nor rejection and therefore lose brands and advertisers a great opportunity to know for certain reactions or how to communicate with the consumers themselves.

A study leaders about how they acquired the leadership skills the following results. Natural gift - 10%, Result of a crisis - 5%, Influence of another leader - 85%. Only leaders are able to develop other leaders. A sergeant wrote 35 years after the war from Normandy to his commander Dick Winters "I'll never forget seeing forward to halfway towards the target. You became my inspiration. And all who were with me felt the same. "

Winters always said "It may not have been the best commander of the war, but I always tried." People simply do what they see. Leaders are visionaries but also very practical. Hanz Finzel writes: "The leaders are paid for dreaming. The higher the leadership, more is necessary to analyze the future. " At the same time, leaders are practical enough to know that a vision without action will not get anywhere. Remember to follow these three points:

1. Fans will always be watching what you do. If the heads are late, employees feel they have the same privilegio.Si heads are cut, employees will take them. People do what they see.


2. It is easier to teach what is right to do what is right. Many are those who say, "Do as I say, not as I do." One of the challenges as a leader is to elevate your lifestyle to the level of his teachings. Nothing is more confusing that people who give good advice but set a bad example. John Wooden used to say to his players: "Show me what you do, do not tell me what you do."

3. We should strive to change ourselves before trying to improve others. Leaders are responsible for the performance of their people, they can monitor their progress, act as agents of change. But as leader, the first person you need to direct it myself. The parameter of excellence should be higher for me than for others.

The same applies to the implementation of the strategy. No wonder we see that the major organizational transformation processes fall if the leader is not a clear sponsor of that change. They can make the best technology implementation, but then if the leader does not use it, teams minimize the importance of it. It can implement the best management model, but if the leader is facing another report, you will lose the reason to keep him alive. The most precious gift a leader can give to others is a good example.

Companies that are not on the web will not exist for the new consumer, born of a mix between individual and consumer, and named "persumer" which requires marks a closer relationship, according to a study.

Internet is a vital tool in the relationship with the consumer brands post-crisis and now he is not in the network does not exist, predicts the study "The Next Best Brand" by Method Helmer through its Permanent Observatory Trends, FUTUR E.
This study has christened a new term to the consumer of the future: Persumer, a new figure that is emerging and whose name comes from the fusion of people and "Consumer." The Persumer requires another type of relationship with brands that requires one on one communication and frankly, much more involved in their lives, their problems and their daily lives. The post-crisis consumer wants to feel closer to the mark, committed to his world and capable of offering new alternatives, brave and firm.
The future consumer is enhanced by the crisis. He has maintained a cautious stance in relation to consumption and critical to trademarks. And in this line defines the Persumer, a customer who knows its power, its place in the brand-consumer relationship, and is considered the protagonist of this relationship.
His critical spirit puts you in position to choose and will choose those brands that always perceived as well defined, which are clear and not mince words. Credibility is a rising star in this new scenario and the marks should go for that closeness and clarity if they are to a Persumer that is demanding and mature.

Dare to be true

The marks must dare to innovate and get to the future consumer of a new form and different. It is time to return to creativity as a fundamental tool for the renewal of the brand, to help you convey a different, distinct and authentic. As identified in the study, the marks must reinvent itself to be sustainable and dare to be different, innovating not only in your message, but the channels for communicating.
Default molds must be broken and dare to explore new forms of communication. What is different is now well accepted, but there are no parameters closed flexible proposals openly seeking to surprise the consumer of the future.
The demand Persumer brands known address him know all your circumstances and anticipate their needs and desires. In this new direct and close relationship, the post-crisis consumer wants to experience the difference and authenticity of the brand. Cease to be faithful to the brand to become addicted to the experiences they provide them.

In recent years, particularly after the emergence of social networks and social media, there are many who believe that consumers are "turning off" the traditional marketing.

There are many companies over the past twelve months have made significant investments in digital marketing, in fact investment in search marketing advertising during this period showed an increase of 10%. Growth has also been experienced in other areas of digital marketing and mobile marketing and advertising in media and social networks.

Experts and analysts believe that every day there are more companies that target and increase their resources and investments into the market for digital marketing at the expense of traditional marketing channels.

Karin von Abrams, eMarketer analyst, highlighted in this sense that "the current web and internet environment, have acquired a leading role within the marketing strategies of the great majority of brands."

However, rather than excluding traditional marketing activities in the promotion and marketing processes, companies should use both digital and conventional media as part of a mix of strategies.

In this sense, the DMA Kevin Dendy, suggests that digital marketing is most effective when used in conjunction with the methods and conventional marketing strategies as their own discretion "no channel is better than the others."

Other industry experts note however that today's consumers are not kept apart from the impact and scope of traditional marketing strategies, but they are certainly more and more immune to the actions that they merely display a message intended for consumer nor are those that only develop through new social media.

In this regard, companies need to know to choose what type of platforms and use strategies to win the kind of consumers who are looking for, since some will be of interest to some people than for others.

It's something that matches Aldighieri Rachel, public relations manager at the DMA who believes that "a marketing strategy that has clearly defined its target audience and use the most appropriate channel or combinations of different channels to reach consumers with a personalized message with which to capture their attention "will be much more effective and attractive to the users and consumers.

Under the new ranking by Forbes magazine developed, Apple, Microsoft and Coca-Cola, in this order become the most valuable brands in the world.

The creator of Macs and other popular devices like the iPod and iPhone mobile Tefon leads the top of this ranking that recognizes the weight of the image of some of the largest companies in the world, and the effects it has on benefits.
Despite the challenges of the new iPhone and Reputation crisis facing the mark, experts and heads of Forbes "It will take more than a problem with receiving antenna 4 for iPhone brand Apple is affected. " The experts ranked Apple at the top of this ranking with an approximate value of their brand of 57 400 million.
The heads of Forbes indicated that Apple is an example to analyze. "A brand that can survive even when its parent company faces, and recalling that Apple's sales fell 46 percent in the 1990s, but the brand value resisted to get the current benefits.
In the second place in this ranking is occupied by the manufacturer of Software Microsoft that on the heels of the company directed by Steve Jobsgracias a brand value of U.S. $ 56 600 million.
Then, Coca-coca, with an approximate value of 55 400 million, ranks third in the list of most valuable brands in the world.
On a list of fifty positions and dominated by technology companies by 30 percent, two other industry giants close the top five: IBM (43,000 million), benefiting from its "strong innovation in the sector, and Google ( 39 700 million), whose value has risen 450 percent since 2005.
The following trademarks appear in this ranking are the fast food chain McDonald's (35 900 million), the conglomerate General Electric (33 700), the signature of Marlboro (29 100), distributed by Altria and Philip Morris International, the technology Intel (28.600 ), and Finnish phone maker Nokia (27 400).
In the ranking are also Japanese car companies like Toyota, which occupies the eleventh position with 24 100 million, despite the damage they have caused in the different brand of cars removed from the U.S. market due to safety problems that had some their designs.
It also highlights the presence of Cisco (23 900 million), telefónica Vodafone (23,500), HP (23 400), operator of U.S. telecoms AT & T (22,000), BMW (19,900), Oracle (19,800), Louis Vuitton (19,000), Mercedes ( 18 800) and Disney, which closes the first twenty posts with 18,500 million.
The list does not see any Spanish or Latin American brand though Forbes said in its analysis were studied over a hundred companies and firms around the world, but at least have some presence in the United States, "and that a mark to be considered must be a global player "in this country.
To develop the ranking, Forbes experts studied the pre-tax profit was accomplished by the various firms in the last three years and took into account other factors such as the role played in each of their sectors.