BW Highlights

David Soler

Network value

Friday, November 27th, 2009

The other day I read an interesting reflection of Marc Cortes on his blog about the level of activity and commitment of your contacts in the network. And that also leads me to reflect on the value of a network. I think the network value to users lies on: The number of users. And I [...]

continue reading
David Soler

Free Does Not Mean Gratis

Sunday, November 22nd, 2009

Some days ago I read in the Spanish newspaper, El Pais, about the extent of the impact on digital distribution in the world of books. Looks like we are rushing around when we had years to prepare for this, to have clear plans and a defined strategy. One just had to observe what was happening [...]

continue reading
Ignacio Prieto

Viral Marketing and Entreprise 2.0 ( and II)

On the previous post, we discussed how Viral Marketing should be deployed as part of an overall strategy. We consider Relationship Marketing, as a frame where this tactic can co-exists with other marketing tools and improve promotional performance. Ultimately, Relationship Marketing will only develop to full extend in an Enterprise 2.0 environment.

Sunday, November 1st, 2009

Relatioship Marketing places customers at the center of the company’s focus integrating elements such as 360-degree marketing, micromarketing, product customization, etc. This strategy aligns well with the type of diffusion we want. Relationship marketing is market oriented, customer committed and create, develops and maintain relationship with them. Client and provider roles are not fully defined [...]

continue reading
Ignacio Amézaga

Strategic planning and SMEs

"Everything is very difficult to be easy" (Thomas Fuller).

Friday, October 30th, 2009

Everyone assumes that planning is advantageous and that all large companies do it. Deimel, Kraus and Reiche defined planning and strategic management “as the attempt to prepare to embrace the opportunities which the future depares and to respond to the complexity and dynamics of the environment”. However, in times of economic crisis the strategic planning [...]

continue reading
Ignacio Prieto

VIRAL MARKETING AND ENTERPRISE 2.0 (I)

Many companies need to generate visibility in their markets both for themselves and their products. But getting notoriety can be particularly burdensome, especially in these times of budget restraint. New technologies provide access to alternative channels of distribution and promotion under affordable costs and adaptable to any business regardless of its size thanks to its ability to hit targets with great precision. But make no mistake. These tools are useless if not supported by a well defined strategy, customer-oriented, with a high degree of transparency and honesty in its approach. We are asking our customers to feel part of our organization. Don’t let them down.

Sunday, October 25th, 2009

Many companies need to generate visibility in their markets both for themselves and their products. But getting notoriety can be particularly burdensome, especially in these times of budget restraint.

New technologies provide access to alternative channels of distribution and promotion under affordable costs and adaptable to any business regardless of its size thanks to its ability to hit targets with great precision.

But make no mistake. These tools are useless if not supported by a well defined strategy, customer-oriented, with a high degree of transparency and honesty in its approach.

We are asking our customers to feel part of our organization. Don’t let them down.

continue reading
Ignacio Prieto

SRM – Stakeholder Relationship Management

An all-round communication strategy framework

Monday, October 19th, 2009

Relationship marketing was first used about two decades ago to define a new strategic approach to organizing the company around the figure of the customer. A whole philosophy of customer service and CRM applications were developed right after. Some researchers (including Christopher, Payne and Ballantyne, 1991) have expressed their theories arguing this new approach is [...]

continue reading
Armando Liussi

Facebooknomics

Sunday, October 11th, 2009

Burgernomics is based on the theory of purchasing-power parity, the notion that a dollar should buy the same amount in all countries. Thus in the long run, the exchange rate between two countries should move towards the rate that equalises the prices of an identical basket of goods and services in each country. Our “basket” [...]

continue reading
Armando Liussi
Networks ´Fabada´

Social networking laboratory

Strategic solutions in digital communications

Monday, September 21st, 2009

Let´s see an exotic recipe: Select a country from a G8 club. It is imperative that their ingredients must be top social-networkers. Let us add “mobile technology lovers” and “highly addicted to sending SMS”. Add a valid network, I & M vitamin zed (Mobile & Internet). Add salt to the stew with blogs, gadgets and [...]

continue reading
Ignacio Prieto

Getting closer to a revaluation of the Chinese currency?

Sunday, September 13th, 2009

After joining the World Trade Organization (WTO), foreign exchange reserves have grown to $ 2 trillion (2 trillion in European terminology). United States is pushing the Chinese government since 2003 to revalue its currency in order to reduce its trade deficit.

continue reading
Armando Liussi
Turning from pharmacies to restaurants
De la farmacia a la mesa

We want to be innovative … but we don’t want to be the first ones

Internationalization tip: innovation is also selling outside our markets

Sunday, September 6th, 2009

Selling involves finding new customers, to attract unknown new players, like a mind conquest over our commercial target, over their knowledge. A patently obvious concept, usually forgotten in these crisis and restructuring ages. Selling is not marketing, but it has anyway innovation elements. Going out to a new market, gives a huge differential to the [...]

continue reading