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¿Cómo escoger un buen embajador de marca?

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Funnel: La clave para aumentar las ventas de tu empresa

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Youtube SEO – Cómo posicionar un vídeo en Youtube en 2019

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El instagram marketer, el nuevo perfil laboral

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La importancia de las redes sociales para los pequeños negocios

Las redes sociales son fundamentales para los pequeños negocios. Crear unos perfiles correctos y generar una comunidad es esencial para aumentar las ventas.

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El nuevo logo turístico de Madrid

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Claves para lanzar una campaña perfecta en Twitter

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¿Cómo mejorar el ROI de tus campañas de Email Marketing?

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Los 5 mejores plugins de WordPress para SEO

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El poder del neuromarketing. ¿Cómo conquistar la mente del consumidor?

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Guest posting: qué es y para qué sirve

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Employee Advocacy: por qué aplicarlo en tu empresa

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Qué es el Crawl Budget y cómo mejorarlo en tu web

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Deporte, millennials y nativos digitales

Si comparamos los distintos medios para consumir este tipo de contenido, la televisión, la radio, el móvil o internet, entre los distintos segmentos de la población categorizados por generaciones, la TV sigue siendo el medio más usado para seguir partidos en vivo. No sorprende demasiado, ¿verdad?

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La estrategia de marketing detrás de los desfiles de moda

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La nueva burbuja del marketing social

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Instagram tiene canal de televisión. Nace IGTV

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¿Qué sucede en internet en un minuto?

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Lovemarks: ¿Cómo alcanzar el corazón del consumidor?

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Posicionamiento SEO con el nuevo algoritmo de Google

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El 81% de los usuarios sigue a marcas en redes sociales

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La transformación digital en el sector moda

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Inbound Marketing en automoción

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Virtual assistant, another one in our day-to-day

Siri, Alexa, Cortana, Nina… Names more than recognized and associated to the same term: voice assistant. Increasingly, the variety of attendees that appear on the market and its interface is an ‘extra’ that facilitates such daily actions as “put an alarm at 7:25″ or “where is the nearest bakery?”.

What are voice assistants?

Technological development has a fixed purpose and is none other than making life easier. Mobile telephony has progressively evolved to reach what we know as a smartphone.

siri

The inclusion of virtual assistants to mobiles was the true leap of a technological development in constant evolution. Call a contact, check the time, send emails, set alarms, create reminders, know the traffic… The list of skills is growing, and everything within reach of the voice.

The positive trend in the penetration of voice assistants is noteworthy, since according to a MindMeld study, in 2015 45% of the users made use of some of the mentioned interfaces, while the following year the percentage rose to 61 %.

Although, following the line of his study, the results regarding the improvements that are expected of the assistants by voice on the part of the user mark the way of where all the development efforts will be directed to enhance the tool:

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info.mindmeld.com

44% – Understand correctly the words that I say

28% – Allow a more natural and fluid speech

27% – Get the answers I’m looking for

16% – More personalized answers

16% – Use in more applications or devices

15% – Faster answers

16% – Would not change anything

A greater understanding of the assistant as well as a greater fluency and naturalness in the conversation are two of the points that have been refined to make the experience more satisfying.

Where did everything start?

But let’s look back … Where is the true origin? In 1995, Microsoft opted for Bob, an animated personal assistant whose simple operation facilitated the user’s experience on the desktop of the then Windows 3.1. The interface explained the multiple options of use and operation of the various applications when accessing mail, settings, calendar … A funny dog ​​in the form of a cartoon, a speaker or a red ball were some of the appearances adopted by this assistant.

Microsoft continued in the line to improve the user experience and, in its Office version, launched the more than known Clippy, a small animated clip that through its tips corrected and facilitated access to the different tools of the application.

Clippy - Asistente creado para Microsoft Office97.

After this start, different types of assistants for PC, Mac and Linux followed one another. But the real importance and relevance came hand in hand with the mobiles. Use? Clearly greater. The fact of being able to automate tasks with greater speed make the Intelligent Personal Assistant (IPA) the present, and especially the future of a powerful tool

What awaits us?

No one will say “Hi Siri / Alexa / Google …” to start a conversation with the assistant. The first independent devices, without the need of linking with a smartphone, have already begun their commercialization in several countries: Germany, Australia, Canada, the United States, France, Japan and the United Kingdom.

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From now on the artificial intelligence of the assistants will allow to offer a more personalized experience with the user. The objective is to create an interpersonal relationship with the device itself. With the voice as an emerging interface, the real experience can be achieved by engaging, in the first instance, a personal relationship with the user, to later achieve that relationship is achieved in a group.

Adam Cheyer, co-founder of Siri, says that “users are not yet aware that in a very short time virtual assistants are even more important to us than smartphones or web search engines like Google”. A talk on climate change given by a voice assistant? Organize a call or business meeting only by voice? Understanding and solving moral dilemmas? The amazing growth of Artificial Intelligence implemented in this series of interfaces makes any option possible.

What is Cluster Content and how to increase visits to my website?

Google keeps updating the algorithm and that makes us look for new ways and practices that give us good results on the Internet. Thats why today we are going to talk about content clusters, where you will discover what they are and how we have to use them to increase visits on out websites.

What is a Cluster?

The first thing you have to know is that the clusters categorize the content of the web within the search engine. The categorization of the content is based on the main theme of our page and from this, the rest of the topics are born, building the main pillar. So Google believes that pillar is an authority or expert in the field awarding him with the best positions.

The goal that Google has is that the content of the web pages is well ordered, or what is the same, wants a good architecture, simple and clean of our website. So that you can understand it better we leave you this informative video:

Cluster to categorize the content

Every day more companies that are dedicated to electronic commerce realize the importance of SEO on the internet and changes in the algorithm of Google, that is why they are changing their websites and begin to give importance to the content and the value it has for the user.

Currently the way to searching the internet has changed, before we did it for the keyword, today every time is done with the semantic search.

An example of this, to understand it well is, for example, if we search “i feel depressed” the results that Google will show us are the symptoms or treatment of depression. These answers are not what we are looking for, but as they are related, they appear.

To solve this, Google was updated in 2013 (Hummingbird) and ordered the results according to the questions of the users. But as it was not entirely accurate, in 2015 there was a new algorithm (Rankbrain) based on understanding the context of the searches.

Today the problem that exists in that al companies are generating a lot of content and competing with themselves for the same keyword and the rest of the pages, knowing that the cluster is based on organizing by a main theme and from it the sub-topics are born.

Cluster and organization by the topics

With the cluster we are going to position in a different way, we no longer do it for keywords but for topics, so we sill have a much clearer and simpler structure of our website for Google.

The change in the way of searching has made the clusters make sense, the algorithms in search engines are changed because users change the way they look for information.

Sometime ago, users searched through keywords without prepositions or connectors, that why they looked like searches made by a robot. Today is different, we write sentences and complete questions.

How to make a cluster: step by step

In order to create a cluster you have to know these three characteristics:

We take it to an example of a marketing website: if we want to create a cluster of “marketing content”, the first thing is to analyze the content we have on our page and group it by the different topics.

To create that main pillar of which we have spoken and to be able to highlight different aspects in a single page we must focus:

So at the end, we have to say that it is very important that everything revolves around the cluster and for it to work well it is good that the content is linked.

Country brand: what do we know about this type of branding?

Branding, process in which we build a brand, making its personality and objective clear. It is what you feel and think of a product, service or place, in a few words, its the impression left by the brand on people. It is not only the visual and graphic design elements, but also a series of experiences that make the relationship between the brand and the consumer more interesting.

The benefits of branding are clear as it gives credibility to the brand, transmits values, makes a brand more memorable, maintains its essence in its communication, is clear about its objective and, last but not least, humanizes the brand.

After this brief summary of what branding is, we are going to focus on what a country brand is.

MarcaPais-Branding

Country Brand is a strategy to capitalize the reputation of a country used to attract tourists and new negotiations to it. It is based, like a company, on an image that evokes all aspects of a country, highlighting the cultural qualities of its inhabitants.

But a country brand is not easy to manage because it depends on its reputation. The country is made up of companies, leading brands, societies, even rulers, but the essential point of the country brand is to separate “perception” from “reality”; show the differentiating elements that you from one to another country.

Values, customs or culture, are developed over the years, so it is something not as manageable as would be in the case of a company where we have the particular way to establish our beliefs, directions or plans where we want project us more easily. Just as every company adapts to the coming changes over the years, a country does the same, only that it depends on the objectives set by the government in charge, taking into account the income it generated in the past years to improve its investments or know where they could get more potential.

MarcaPais-Logos

Some countries maintain their identity unit with clear features of how they are known abroad, for example: Canada has the Maple leaf, Bahamas forms its islands with figures, the United Kingdom has the patterns of its flag, etc.

Many times you tend to confuse the country brand with your flag but it should not be like that. The flag is the representation of a group of people in a territory but as you know, this symbol is respected and untouchable. A country brand tends to evolve and be more open to design levels.

Influence on social networks

Travel-Search

According to the study made by Google Traveler on the behavior of Spanish travelers in 2017: from inspiration to destination, travelers are willing to spend more time and money looking for a good activity. In fact, almost half of them start their trips in a different place than their residence and 38% of them added this place as an active part of their vacations … The inspiration of the trip is digital for the most part. In fact, 67% of travelers seek inspiration in digital channels. Online inspiration is full of value impacts. Online advertising, social networks, blogs, online agencies … the range is huge and brands have their opportunity on the internet from this moment…

Brand-MarcaEspaña-Redes

@marcaespana

Brand-MarcaRepublicaDominicana

@gorepublicadominicana

@marcapaiscolombia

Brand-MarcaPeru

@peru

Brand-MarcaUSA

@visittheusa

As networks are a good platform to express ourselves, some country brands add touches of what represents them. Here we have some campaigns promoting the country brand:

Spain Brand

España-MarcaPais

Its identity is based on the coat of arms of its flag and in a minimalist way with a San Serif typeface with a modernism connected to the colors that represent them. It highlights the country’s potential through its great heritage and the history that surrounds it.

Argentina Brand

ARgentina-MarcaPaissArgentina has a new image that has caused great controversy when criticizing the brand as minimalist, being similar to a technology brand. It keeps its particular blue with a shade darker than its flag. A neutral hashtag #VivíArgentina wraps us in its jocular way of associating things which are recommended by a taster of Argentine destinations. What you are looking for has a place.

US Brand

USA-MarcaPais

This brand presents a fresh identity that detaches itself from American patriotism. Each point has different colors making reference to each visitor, investor, countryman, is part of the great power that is the United States. His most recent video includes a trip through the musical genres that are linked to the United States.

Colombia Brand

Colombia-MarcaPaisThe identity unit of Colombia was redesigned. Blue to highlight the richness in rivers and seas, yellow for the sun and minerals, red for the talent, warmth and passion of its people, purple poila variety of flora especially the orchid (national flower) and green for the mountains, valleys and plains.

Dominican Republic Brand

RepublicaDominicana-MarcaPaisThis is a logo a little old for the identities that we have already seen (yes, I admit that it is not so flashy). Highlights the essence of the Dominican Republic island with an isotype full of color, mountain, beach and sun. In this identity, it remains in a space more focused on tourism.

A journey full of adventures, laughter and unforgettable moments is what makes this campaign clear. Step by step visiting Quisqueya (Dominican Republic) showing from its most crowded places next to its beaches, activities promoting ecotourism and its cultural mixture represented in the dancing, food and diablos cojuelos characteristic of the Dominican carnival.

Mexico Brand

Mexico-MarcaPaisA logo more focused on its culture and with a color that breaks the typical isotope that some country brands use. It maintains the essence and has been accepted as a very consistent identity that survives the passage of time firmly.

As its communication axis says: Let’s all travel through Mexico. Tell the story of a traveler who changed everything to venture and trip, changes your life.

Peru Brand
Peru-MarcaPais

Using the P as a reference for the Nazca lines and, in turn, a @ is seen giving it a more modern and technological touch.

This is one of the most recognized brands in America. From identity to experience. Implement the experience as a main factor for your visitors. This documentary makes it clear that wherever you are, Peru will come to you with its unique culture!

As you can see, countries such as Mexico, Argentina, Peru or the Dominican Republic have managed to strengthen their image in the field of tourism and investment. The promotion of the image of a country or a city must start from reality itself, trying to promote the most competitive and the most interesting attributes of each place. Share your country brand!

Tourism Marketing Trends in 2018

Its a reality that tourism in Spain is in its golden age: we are the second in the world power rank in terms of income generation (only the US exceeds us) and the third by number of tourist. Tourism is one of the most powerful economic sectors in the world and, if there is an industry where innovation, technological advances and creativity mark a present and a future, that is tourism.

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To develop a good digital marketing strategy, it is essential to know the sector, work it and be aware of the news of this. I will show you some of the trends in tourism marketing that i think will leave their mark in this 2018.

Artificial intelligence, the most desired trend

It is, without a doubt, one of the novelties that reaches the tourism sector with a strong impact. In a study investigated by the Hospitality and Restoration Research Group of CETT-UB for professionals in tourism, hospitality and gastronomy, artificial intelligence led the ranking with 56% acceptance among the 237 respondents.

Al is behind much of the technologies and innovations of the travel and tourism sector, there are many ways in which Artificial Intelligence helps the industry, and if we had to classify them, we would do it in: Machine Learning, Chatbots or TravelBots and Robots Operations that require human intervention and time are automated, which accelerates processes while improving quality and performance and decreases costs. In addition, the user experience is improved since, due to all the stored data and the interpretation of all of them, future behaviors can be predicted and doubts or problems resolved more quickly.

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The video game, powerful tourism promotion tools

Pokémon GO  remember it, right? In 2016, this video game with augmented reality shocked millions of people, more specifically to approximately 20 million unique users within days of its launch. What is the difference between this and the other games in the sane saga? very easy, Pókemon GO is developed in the real world, so you have to move, with your phone to capture pókemons in the street. With this game, you not only have fun in the street, with your friends or family and you meet new people, you also discover places not so popular in your city and you know better everything around you.

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Another famous game that everybody knows is Assassin´s Creed. His latest installment, ‘Assassin’s Creed: Origins’, is set in ancient Egypt. In this, the developer has created a game mode called Discovery. This offers 75 tours, from 5 to 20 minutes, dealing with Egypt, the pyramids, the Romans, Alexandria and the daily life of that time. The information shown is complied and confirmed by historian and Egyptologists.

These are just some examples that I found it interesting the undeniable role played by virtual reality and increased in the promotion of tourism. There is still a long way to go, but the wind blows in their favor. Pokemón GO demonstrates every day that it is possible to do alternative tourism with a mobile and an application and, as far as traditional video games are concerned, the virtual world resembles the real one more and more.

The ‘branded content’ also reaches tourism

The trips are now planned by us. We have in our hands a wide range of available options that adapt to our tastes, budget and way of traveling. But the more competition there is, the more different communication has to be.

Embassy Row Hotel, a hotel located in downtown Washington, contacted a photographers community (@IGDC) to be able to boost their business through networks in an original way. The community held a contest with their followers in which they asked them to send their best images in the surroundings of the hotel with the #ghdcwalkingtour hashtag.

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After getting about 400 photographs, they chose 16 winners. The winning images were used to create small city guides, exclusively for the hotel, with the most “instagramable” places in Washington and places to visit around the city. The hotel added value to the users and, above all, to those potential clients who, if they were thinking about going to know the city, probably chose to go and stay at this hotel.

Captura de pantalla 2018-05-07 a las 18.51.47

Video marketing: the powerful format

This video is the star format of 2018 in the tourism industry. A study by SiteMinder states that:

The Marriott group, a couple of years ago, launched its campaign called #LoveTravels, a set of stories and inspiring experiences that focus on social minorities at the time of travel. They created a YouTube channel in which approximately 20 videos were uploaded whose content perfectly followed the claim: “be you, with us”. With this campaign, they managed to give an emotional approach through storytelling and in 100% video format.

Travel Journey: the client decides

Surely it does not catch you by surprise to know that the behavior of a client of the tourist sector is not the same as that of any other industry. You have to know how it behaves since entering the web to find information about a possible destination, through the different phases of search, comparison and purchase, until your stay or trip, where you share your experience and, finally, contribute your service evaluation. We have to know how to play our cards well, provide good content to our user adapted to each of the phases to offer you information you may need.

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Music and sport, what tourist claims

Travel packages to see dreamy natural landscapes or fascinating historical places are in great demand, and that can not be denied. Nor can deny the new concerns of travelers, who are increasingly open to explore other scenarios, whether music or sports. That is why, both sports and music, are the great magnet attraction for this 2018. Sports tourism has been an enormous opportunity, especially for those destinations “not so touristed”. The mountain areas are now more visited thanks to ski resorts or the rise of, for example, sports such as climbing or hiking. The latter has indicated on maps to many towns that, if they were not for the practitioners of this sport, would not have visitors. The Camino de Santiago can be an example.

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Music has become an aspect to be have more attention by the marketing companies before all the variety of supporters who travel and travel long distances to live a unique multidisciplinary experience for them. The different cultures that converge around the preferences of electronics, pop, rock or indie make music festivals a very effective option to promote cities or destinations in the world.

These are just some of the novelties that the tourism sector brings us for marketing professionals. Do you already know what you will implement in your strategies? It’s good to try new things and, above all, to give your creative and original touch!

Marketing keys to sell online fashion

Fashion industry is one of the most important in our country -beside being one of the most important in the economy- and has been forced to face the difficult challenge of digital transformation in which we are currently.

Given the technological and digital situation that we live today in almost all areas, some say that `if you´re not on the internet, you do not exist´. And we add: if you are a new fashion brand and you are not on the internet, you do not exist.

The online universe is a fundamental tool that can not be lacking in the fashion of our fashion brand and involves constant care, attention and updating, It is our showcase for all those users who browse the internet and want to know or acquire our product online.

Key to win on e-commerce

As we have said, e-commerce is a fundamental part and more protagonist for the triumph of our fashion brand. Therefore, its important to dedicate time to both, creation and maintenance.

Ecommerce de moda claves para su funcionamiento

There are certain marketing keys that will help us achieve the success of our online sales:

Visual identity. It is important that we maintain a consistent visual identity to the values and identity of our brand. Having this clear, we must keep the image of our e-commerce, update and attractive for users.

Intuitive operation. There are many web pages and many e-commerce that do not make it exactly easy to find out the way of navigation and purchase. We must create a simple operation, which does not involve complicated methods and with an easy and intuitive classification.

The best thing is to create a series of categories, based on common sense, and leave the web clear and easy to understand at a glance.

Photo quality. The objective is to sell our products and for this it is fundamental that we show them attractive. The quality of the photo must be impeccable and fulfill the function of showing the real items as they are.

To do this, you have to dedicate time to these photo shoots, taking into account the light, that the clothes are ironed and the accessories well placed. In addition, we can add some props that go with the style of the brand and help us achieve a more attractive result.

Easy payment method. It is the last point in the purchase process of our e-commerce and we have to make it easy for the user not to leave the web now that he know what he wants and has decided to buy it. Many brands make the mistake of including infinite questionnaires and very slow methods when it comes to paying and this ends up tiring consumers.

The best to opt is a simple, fast and effective payment process that does not waste time and practice at the time of purchase.

Attractive packaging. Brands are increasingly paying attention to this point, offering an attractive and original packaging. It is a plus of quality which improve the experience of our customers and achieve a loyalty of these.

The bar is getting higher and we have to spend time thinking about an attractive packaging that goes with the identity and image of the brand and that is pleasant for all those who receive the order at home. Receiving something that we have ordered through the internet is always exciting and we can take advantage of our packaging to extend and improve this moment.

Security and communication with the client. The post-sale communication is indispensable. We must provide all possible security to users who have trusted our website to make their purchases and for that we must answer all the questions they ask us as effectively as possible.

In addition, we can include a tracking of each order through which each user can know at what point the process is your purchase. Surely they appreciate it and encourages them to return to our website.

The fundamental role of social networks

We already know the importance of social networks in the world of marketing and when we talk about a fashion brand, Instagram ranks first as the main marketing tool.

Instagram como herramienta de marketing

In addition to supposing a perfect showcase where to show in an attractive and close way the products and the identity of the brand, now it includes an own purchase tool that facilitates the users the arrival to the web page of online sale: Instagram Shopping.

This social network is betting increasingly on the shopping experience and from the e-commerce we have to take advantage of this impulse to attract a greater number of users to our website. It is important to maintain the profile of the brand updated and active, with a careful image and permanent attention to the feedback of our followers.

We are not talking about forgetting offline marketing, just the opposite. It is about opening a double slope in our business and keeping both equally cared and updated. Just as we want to offer the best shopping experience to shoppers, we must also get the best online experience.

Will large-scale growth continue to be seen in e-commerce? for the moment, we must take advantage of this online shopping boom to make our fashion brand grow and advance through all the possibilities offered by the digital world.

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