10 Mkt Rules according to José Alsina (Mabe)

José Alsina has worked for several corporations on the Marketing departments, being Mabe and Procter and Gamble two of the main. He currently runs his own company. Most of his anecdotes and achievements are valuable to hear because experience from where they come from consist on many things marketers dream to achieve on global terms, such as deploying a brand new product line in a foreign country.

His 10 rules of marketing, on his experience and opinion are:

1. First and foremost you require Highly Qualified People:

  •  People are the most important resource, and are the force that makes things happen.
  • Some of the key competencies to look for in marketing personnel are: Leadership, Analytical Thinking,Creativity, Goal oriented, Driven, Team Player, Flexibility and Resilience.

2. Follow a disciplined Strategic Planning Process:

  • Diligently comply with every step of a strategic planning process: Analysis, Strategic Planning, Tactical Planning and Tracking.

3. Establish clear and measurable objectives

  • Establish long and short term objectives and always correlate this objectives to the business financial performance.

4. Acknowledge your own strengths , weaknesses, capabilities and resources

  • Identify the necessary requirements to succeed in your environment and what you need to develop and/or acquire to be competitive in your market/environment .

5. Develop in depth and clear understanding of your market

  • Treat knowledge and superior understanding of your: consumer/user, the market in which you operate and your competition, as a core competency.
  •  If you understand all of these better than your competition you will have a competitive advantage.

6. Make sure that your product or service delivers on a true consumer need:

  • Consumers not always know what they need. It is your job to uncover consumer needs and insights that are relevant and that make consumers´ life better, easier, more enjoyable, etc.

7. Innovation:

  • We are living in a fast changing world and companies that innovate and are able to reinvent themselves are the ones that will survive.
  • Innovation is essential to maintain a relevant differentiation and therefore a meaningful USP.

8. Speed to market:

  • If you have a profitable business, competition will eventually try to take it away from you. It is imperative that you act faster than your competitors and that you anticipate market changes and evolving consumer needs.

9. Clearly define your Target Group and develop your Brand Equity to crate a strong bonding with that specific group.

  • Consumers are more powerful and demanding than ever before and this trend will prevail. It is no longer possible to appeal to the masses and you must create a brand-consumer relationship with a discrete and specific target group.

10. Remain humble and always keep the consumer at the center of your decision making process

  • Regardless of what you may think looking at things from the inside-out; put yourself in your consumers´ shoes and make sure you consistently deliver on your promises and what adds value to your consumer. If something doesn´t add value to your consumer you must eliminate it in order to maintain a competitive cost

“10 Golden Rules for Real Results”


Recognized by Forbes as Top 10 Social Media Power Influencer and Top 5 Social Media Women Influencers, Pam Moore, Marketing Nutz CEO’s and Founder, who has more than 15 years combined experience in digital, integrated marketing, corporate brand, social business, startups and platforms, Says that there are 16 Golden Rules, of which we have chosen 10 as simple as you can Read, Watch and Write.

  • Build foundation: Determine your message tiers, not all content has equal weight or value.

  • Set goals: Objectives & Goals are key to success.

You have to ask questions > WHAT? WHO? HOW? WHY?

Align content with Top business goals, Pick goals where content can have an impact.

  • Know who you are and Be you.

  • Know what they want.

  • Know what you got.

  • Create once, use many.

  • Integrate: eliminate RAMs acts of marketing.

What is RAM? Randome Act of Marketing.
ID & acknowledge RAMs:
Not funded
Not in the plan
Not integrated
No metrics for success.

  • Create real conversion funnel, Don’t over complicate.

  • Take them on a journey

  • When in doubt, inspire them: Inspire your audiences to connect with you with a goal of helping them achieve their goals. You will then achieve your goals by default.

Inspire – Connect – Achieve.

Based on:  http://themarketingnutz.com/ and http://www.slideshare.net/PamMoore/16-content-marketing-golden-rules-for-real-results-19703638

Best Global Brands 2013


For the third consecutive year, according to the annual ranking conducted by Interbrand, Apple is the most valuable trademark in the world with an estimated value of U.S. $ 104.3 m.

The technology company (Apple) founded by Steve Jobs, surpassed Coca-Cola that after thirteen years of being in the first position, this year down to the third position.

Note that the first ten places on this list are occupied by technology companies. So Coca-Cola and McDonalds, are the only food brands that are in the top ten.

Here are the list of the 10 most valuable brands in the world according to Interbrand:

1) Apple

  • Brand value: $ 98.316 m.
  • Growth in a year: +28%

2) Google

  • Brand value: $ 93,291 m.
  • Growth in a year: +34%

3) Coca-Cola

  • Brand value: 79 213 m.
  • Growth in a Year: +2%

4) IBM

  • Brand value: 78.808 m.
  • Growth in a Year: +4%

5) Microsoft

  • Brand value: 59,546 m.
  • Growth in a Year: +3%

6) GE

  • Brand value: 46,947 m.
  • Growth in a Year: +7%

7) McDonalds

  • Brand value: 41,992 m.
  • Growth in a Year: +5%

8) Samsung

  • Brand value: 39,610 m.
  • Growth in a year: +20%

9) Intel

  • Brand value: 37,257 m.
  • Growth in a year: -5%

10) Toyota

  • Brand value: 35,346 m.
  • Growth in a year: +17%

For the full list click on this link.

10 ¿Rules or Laws? of Social Media Marketing


Today Social Media Marketing has a strong power to influence society and it’s still growing quickly, so it’s increasing the number of organizations that connect with their clients through the Web.

And how to do it? According to Susan Gunelius who is president and CEO of KeySplash Creative Inc., a marketing communications and branding firm. As well as author of several books and writer of two blogs, In an article to the magazine Entrepeneur, she mentioned “10 Laws of Social Media Marketing” not Rules, to be applied to obtain the results, here a summary of those Laws, that she proposes.


You must listen what customers say in the entire Web, not only in your site, in a way that interacts with the customer and obtains information that adds value.


A strong social media and content marketing strategy is more successful if it focuses and specializes in content for a single market, that if you want to cover all segments.


Quality is better than quantity, better to have less numbers of connections but to share information many times, that to have large numbers of connections but to share only once.


You should wait, things don’t happen overnight.


Post contents that really have quality for followers, will build loyal followers, which will cause that they share their publications on other websites, creating greater search and traffic on your site.


Investigate who influence our market on-line, to have a relationship with them and create new ones.


Leaving aside direct promotion to create good content to build relationships with influential people, will be a catalyst to generate marketing of “word of mouth”.


Recognize each person to communicate on- line with you, to build relationships is fundamental to success.


You should have an active participation and to be available for your followers.


We must speak the contents of others, so that they also do it for you.

Based on Entrepeneur’s post: http://www.entrepreneur.com/article/218160

One new task for all marketers; joining selling efforts with sustainability.

As marketers we keep planning and implementing strategies and communication plans, but how often do we implement sustainability issues and eco-friendly materials in our thinking processes?
Steve Howard talks from the idea that “sustainability has gone from a nice-to-do to a must-do.”
Howard explains the importance of changing the way the industries work from his experience as the chief sustainability officer at the furniture megastore and share some consecuences from the lack of implementation.

6 MUST-have metrics of your business/startup (500 Startups Andrei Marinescu)

Hi, everyone!

As you all may (not) know, 500 Startups is one of the top accelerators in Silicon Valley. It was founded by several business hackers &/or ex-Paypal, Google, Mint, Yahoo, Dell (and +) people. They now unite their Jedi force to drive THE Silicon Valley mindset all over several countries on the globe, cool/head hunting for entrepreneurs and startups full of potential in order to help them polish and boost their businesses (and hack their way to success).

This time Andrei Marinescu, in charge of guiding 500 companies with Business Development, Customer Acquisition, and Marketing expertise, wrote a very helpful post on metrics that every entrepreneur must keep in mind everyday. YES, everyday.

Andrei says that “… Not all data are equal, and being data-driven isn’t enough.”, and (thanks God) also mentions that “Running your company based on bad metrics will likely get you in more trouble than having no metrics at all.”. This means that if you still are worrying about things like your business’ fanpage not having enough 00’s on the fan counter, and even worse spending on that, you are lost. So, if you do worry about things like that, first take a look on what vanity metrics are right here.

Summing up, selecting which key metrics you should be tracking depends on the stage your business is and your business model, but also on what key conversions are in your business. Early stage startups, for example, should be focusing on product/market metrics, according to Marinescu. He recommends reading Marc Adreessen’s blog post on this subject.

So, based on the stage and business model, here are other metrics that could be key to your startup and that Andrei states you should be calculating:

  • Churn rate (r)
    Mainly relevant to subscription businesses. Its a rate of people that jump out (do not renew/purchase again/sign off) of your boat after having signed up/converted/purchased. The formula depends on the period you are calculating, which could be daily, weekly, monthly, yearly and more.

    churn rate formula 1

  • Conversion rate (CR)
    “Any call to action involves a funnel of behavior that the user is expected to pass through in order to complete the CTA. Conversion rate lets you quantify the effectiveness of your funnel and is simply calculated by dividing the number of users who converted by the number of users you started with at the top of the funnel.”

  • Customer acquisition cost (CAC), or subscriber acquisition cost (SAC)
    This is how much it is costing you to acquire each new customer, reflecting the impact of all you spend on it. “Divide your sales and marketing expenses by the number of acquired users.”

  • Average revenue per user (ARPU)
    It states the average income you actually are getting per customer. You get it by “dividing total revenue in a period by the number of purchasing customers during that time“.

  • Lifetime value (LTV), sometimes referred to as lifetime customer value (LCV)
    It is a controversial metric since there are many factors involved. Early staged startups can’t really get an accurate value if having less than 12 months of customer data. The simple way to calculate it is LTV = ARPU – CAC, yet you should do more research for finding the best way that suits your case.

  • Average customer lifetime (ACL)
    “In order to determine LTV, one must know a user’s (or a cohort’s) average lifetime. For example, a 5% monthly churn rate corresponds to a 20 months ACL.”

The big deal of calculating the right metrics is that if you do not do it, you are going blind on developing your business/startup. In other words, you are investing your money without properly tracking if it is effectively being spent, and giving you the results you expect or need. This will allow you to have the weapons to have an informed decision making.

I strongly suggest you to read Andrei Marinescu’s original post, and even encourage you to keep informed of 500 Startup’s content and opportunities. You ought to know that they also have acceleration programs outside of US, like at Mexico City.

10 Principles of the father of marketing (Philip Kotler)


Actually there is no one who doesn’t know that Philip Kotler is the father of marketing. That’s why we cannot ignore the 10 principles of the father of marketing.

1)      Recognize that power, it now has the consumer: information is everywhere at the same time and consumers are well informed about most of the products on which they are interested. We must offer our clients best solutions, successful experiences and the opportunity to have a long term relationship.

2)      Develop the offer pointing directly only to the target:  look for a niche market and then make sure that there is a market for this niche.

3)      Design of marketing strategies from the point of view of the costumer.  Once we have clear what segment we are going with our product, it is recommended to focus on the value preposition we offer our clients, not the features of our product, which is what is usually done normally.

4)      Focus on how it is distributed/ delivered product, not in the product itself:  suggest that we ask ourselves if we can find a way to redefine our distribution network and delivery to deliver more value to the users.

5)      Go to the costumer to jointly create more value:  the role of the company has changed. The new marketing should focus on collaborating with the costumers so that together create new and unique ways to generate value.  Therefore it is proposed to establish dialogues with our customers and with the communities of consumer s of our products

6)      Used new ways of reaching the costumer with our messages. As for our marketing campaigns, Kotler puts special emphasis on the marketing opt-in , it’s a good way that the client indicate whether or not to receive this type of advertising  and does not to lack we why not wish that.

7)      Develop metrics and analyze the ROI.  Kotler stressed the importance of having control panel which gives us an accurate view of how evolving each of the factors involved in the sales process.

8)      Develop  high- tech marketing. Kotler warns that although high technology is required, it is not to the same extent for all companies.

9)      Focus on creation long- term assets. six key factors to create a long term assets:

–          Be honest with our brand

–          Be honest with our costumers

–          Offering a quality service

–          Maintaining good relations with our shareholders

–          Be aware of our intellectual capital

–          Create a corporate reputation.

10)   Look at marketing as a whole, two win back influence in your own company.  Marketing affects all processes of a company. The marketing decisions affect customers, members of the company and external partners. Together we must define what the market that the company is headed.

Based on PuroMarketing’s post: http://www.puromarketing.com/44/16136/reglas-principios-manifiesto-marketing-moderno.html#

“10 rules promoting Sustainable Marketing” according to Dr. Dulce Saldaña


Dulce Saldaña has a PHD in Economic and Business Sciences from Universidad Pontificia Comillas of Madrid. She is currently a Professor and Researcher in the Marketing department and Social Responsibility at the ITESM CQ., teaches classes for marketing career and Masters of Business, Quality and Productivity.

Her research and contributions on Grounded Theory, Ethnography , Sustainable Marketing and Corporate Social Responsibility have been published in several magazines and newspapers as Corresponsables Mexico, AZ Magazine, NTHE of Conacyt, Académicos, Alto Nivel, Expoknews and Revista del Consumidor.

She’s and active lecturer and opinion columnist in schools, universities, forums, national and local newspapers, blogs and radio. In Spain has published in the ICADE Magazine, Corresponsables Spain, Social Documentation and Research and Marketing Magazine. Has co-directed the research of students in more than 25 projects with micro-enterprises and third sector organizations creating social campaigns.

In September 201,1 she published the book “The family, culture and decision making in consumption. A contribution to the consumer behavior” with the Spanish Academic Publishers. She has directed different doctoral theses and master, with Universities in Mexico and Spain, whose research lines include Social Responsibility, Sustainable Marketing and Responsible Consumption.

She promotes Sustainable Marketing, one of her challenges is to make students more aware to detect traps of misleading Advertising, as a result give them the guideline to build an Smart and Ethics Advertising.

Her 10 rules are:

  1. First, be empathic with all consumers and especially with the bottom of the pyramid. Be sensible about the real needs of our population.
  2. You have to know in-depth your segment using ethnography, only in that way you can know their real needs.
  3. Remember that people are not resources to achieve the purposes of the company, all they are goals by themselves.
  4. Related with number three, the company and the brand will help the consumer to achieve their own goals. Only in this way the company get a genuine engagement with the consumer.
  5. In Marketing there are also laws to be fulfilled, therefore they should be an important issue to analyze the macro-environment. Your objectives and decisions will be consistent with the law.
  6. Go out from your mind and works with responsible brands, ethical companies; analyze companies improving our world to be better for the humanity?
  7. On a personal level get an engagement with a social cause, work and fight for it. Their achievements will be yours. Propose and promote it on where you work. Everybody wins.
  8. The great ideas come from doing different things, get out from your comfort zone, appreciating the arts and studying, of course. Why not change the route to go to your school or your job? Why not go to a library to read? Why not leave your social networks one month? Why not live a different lifestyle for a week? Why not listen to music you’ve never heard? Why not change friends? Why not send letters by post mail? Why not live o survive with a dollar per day? Why not…
  9. You have to work and create marketing strategies to reduce or do not produce waste and if it occurs, you can generate a post-implementation strategy to recover, recycle or reuse the waste generated.
  10. To survive you have to work on strategic alliances. Do alliances with your family and in your job you can suggest to generate with suppliers, customers, competence and the society.


10 Communication Rules in Marketing from Seth Godin: “Bad or bizarre ideas sometimes triumph over boring ones”

In the mid 80´s, after working as a software brand manager, Seth Godin started one of the first Internet based marketing agency named Yoyodyne. Yahoo became intereseted and  bought the company in 1998 keeping Godin as vice president. He has written 14 books including Permission Marketing, All Marketers Are Liars, and Purple Cow. He founded some internet sites like Squidoo.com (ranked on the top 125 sites in the US) and one of the most visited blog in the marketing branch.

He has apported a lot to marketing and here are summary of some basic things you should know.

1.- Nothing functions as it used to. Consumers ignore messages and as a marketer you have to pay attention to the ultra especific themes and segmentes ( Hydrate example, magazine that talks only of water)

2.- All marketers dont have to be  liars but story tellers. Truth is elusive anyways. “What we do know and what we talk about is our story. Our story about why use, recommend or be loyal. Our story about the origin and the impact and the utility.”

3.- Be EXTRAordinary (purple cow). If you see a cow down the road it doesnt makes any difference, but if instead a purple cow crosses your way you are going to remeber it. Don’t be boring!

4.- Not everyone has to like what you are doing.  Know who may follow every move of your brand and sell to them. Know who is interested in each kind of things.

5.-Welcome to the fashion market. You dont decide of what people are talking about unless you make things different.

6.- Look for what people are searching and give it to them. It does’nt matter if there are few consumers outside, if you specialize your offer they can travel miles just to get your product.

7.- Design Rules Now: Invest in good design, at large scales and long term of use it comes almost free.

7.- Safe is risky. Too good is boring.

8.- Zero Spam. Mass marketing = Average Ideas. The old way of almost “hypnotize” people doesn’t work any more.

9.- Content Marketing: consumers are busy, they have a lot of brands to choose from and very little time. Marketers have create things important enought to get their attention

10.-Tribes are what matter now. Tell a story, Connect  groups of people that care enough of an specific theme to make a change (connect a tribe), Lead a Movement …Make a change.

10 Neuromarketing rules according to Dr. Jaime Romano

The term neuromarketing refers to use of modern brain science to measure the impact of marketing and advertising on consumers. In the past marketers have sought to understand what consumers were thinking, but they´ve used traditional techniques like surveys, focus group and interviews, are based on what people say so that there is subjectivity in the results, as people usually lies to perform and / or performs courtesy bias .
Neuromarketing techniques are based on scientific principles about how humans really think and decide which involves brain process that our conscious minds aren’t aware of. When combined with sound experimental designs and procedures, these new techniques provide insights into consumer decisions and actions that are invisible to traditional market research methodologies

Neuromarketing is not a kind of new marketing, it’s a new way to study marketing, so it´s part of the field of market research. There are six major areas where neuromarketing is being used today: branding, product design and innovation, advertising effectiveness, shopper decision making, online experiences and entertainment effectiveness.
Neuromarketing uses a variety of tools and techniques to measure consumer responses and behavior. These include everything from relatively simple and inexpensive approaches, such as eye tracking, analyzing facial expressions, and behavioral experiments, to more complex sensor – based approaches, including biometrics that measure perspiration, respiration, heart rate, facial muscle movement, neuromatrics that measure electrical activity and blow flow in the brain.

Here in Mexico we have a neuromarketing company created by Dr. Jaime Romano Micha. He is a doctor in clinical neurophysiology. In 2005 created the company Neuromarketing SA de CV to study the mental processes related to purchasing decisions. Dr. Romano is a physician and researcher in the area of neuroscience, international stature, who has had a strong presence in both the clinical, academic, research and technological development of the one being even inventor Mexican system analysis of brain activity that is currently used in more than 120 laboratories around the world. So he says “Let me measure what you think and feel and tell you what you do”, which is how we can summarize the activities of neuromarketing.
Some of the companies using neuromarketing are: Pepsi, Apasco, H.E.B, Santander, Bancomer, Quo, IMP, Conacyt, Cinépolis, The Home Depot and Sabritas.