In this first installment, we will begin by clarifying the most basic concepts within the world of Marketing, that is, we will scale from the most basic to gradually go into the bowels of the wonderful world of the relationship with the customer.
The concept of Marketing , as we all know to a greater or lesser extent, can be summed up in something as direct as: satisfying needs . Or for the most punctilious: it is the art and science of creating and managing profitable relationships with our clients.
This relationship based on satisfaction, has a double objective:

1. ATTRACTION: Get new customers to generate a significant increase in value.
2. LOYALTY: Maintain and expand them to increase the client portfolio.

Surely after such a brief introduction you are already remembering the famous 4Pś … what do they sound like to you? Well, here I present them so you can get to know each other better:

1. PRODUCT: Identification of the needs to generate an increase in value. Product development.
2. PRICE: Pricing.
3. DISTRIBUTION: (yes, this is the “black sheep”) Distribution of our product.
4. PROMOTION: A good promotion will facilitate the sales process.

Once the 4 Pś have been introduced… there is something that cannot be missing. And is that … What would a trade without its customers? . Taking our most technical side, we could name them as the people on whom our product or service directly impacts. In any case, they can be:

• Individuals / companies: within which we can segment and add different levels (niches).

• Internal: our own workers.

• External: Users, companions, buyers, neighbors …

Everything is fine for the moment…. Right? Let us then develop those needs or states of lack that become desires. And this is where the already known by all Maslow’s Pyramid comes into play , although in this case we will go a little further, comparing them with the needs of Social Media (which I will talk about in later articles, all in due time):

1. Presence -> Physiological needs
2. Structure -> Security
3. Create community -> Social needs
4. Personal Branding -> Estima
5. Optimization / monetization -> Autorealization

The needs go through 3 different stages that surely you will all quickly recognize:

• REQUIREMENT: I want it now and it is indispensable.

• EXPECTED NEED: What I expect as a complement.

• POTENTIAL: What I would like in case they offered it to me.

These needs may appear in different stages, with the same product and for different types of customers; Just as the same product / service can satisfy more than one need. Due to their origin, these may vary depending on the culture or society with which we deal, so it is important to inform and know well the main aspects of the culture of our future clients if we are in the position of establishing relationships with Customers from other countries.
This is all for today colleagues, tomorrow we will give way to important aspects such as segmentation, purchasing behavior, the purchase decision process, the classification of products and services … etc.

Basic notions of Marketing and shopping experience.

The word “marketing” is usually identified with sales and advertising, and it is not strange, when we are being bombarded daily by quantity of messages in any medium. Telephone, television, internet … are just some channels through which we are informed of what moves in the world, with a single purpose, to sell
However, sales and advertising are like the tip of the marketing iceberg. These two elements are tools used by marketing, important, yes, but only tools at the end of the day.
Marketing, according to P. Kotler, is “the social and management process through which different groups and individuals get what they need and want, creating, offering and exchanging products with value for others”
This arid definition can be summed up in “satisfying needs in a profitable way”.
Using this last definition we find two key elements, the satisfaction of needs and profitability.
Surely we know the concept of profitability, obtain an amount greater than the amount invested, but what do we know about the needs?
The starting point of marketing lies in the needs of people. A necessity is the lack of a basic good. Needs are not created by society or marketing specialists, but exist in the essence of human nature and in its own condition.
When the human being feels that a need is not sufficiently satisfied, he can do two things:

• Find a product that satisfies it

• Try to reduce or eliminate the need completely

In developed societies, people try to find objects that meet their needs. In less developed countries, people try to reduce their needs or meet their needs.
If a person is thirsty, they need to hydrate (physical need). To quench thirst you can go to the tap, river, fountain … and drink water. Although you can also have a soda. What determines the person what he will finally drink? Water or soda? If you opt for soda, what kind? Cola, orange, iced tea … And once the type is chosen, which brand will you choose? People NEED to feed themselves, even if they WANT to do so by drinking Coca-Cola or tap water.
If we add to this a positive experience as a user: the set of elements that interact with it in a specific environment, whose purpose is the generation of a favorable perception of the product or service and its positive prescription, that is, what we feel when we use it, we touch, we buy, we share …, other questions are explained beyond the mere satisfaction of the need.
So, why do we pay 3 euros for a coffee when produced does not cost more than 25 cents?
In Starbucks the average price of coffee stands at € 3, doubling (and in cases, tripling) the price that a similar coffee would cost in a traditional coffee shop.
Why do you get to pay the price of a simple coffee so high? In Starbucks you can select the type of coffee you want to drink, choose its origin, the type of roast, the size and the complements (cream, sweeteners) … so far nothing that a cafeteria cannot offer.
What it does not share with most current coffee shops is: WiFi access through a code printed on the purchase ticket, “make up” your coffee with syrup of flavors, an enviable location, an extensive menu of milkshakes and iced coffees, the choice of coffee to go, a great selection of songs in the musical thread (along with the possibility of being able to download the song that is playing at the moment) and the guarantee that you buy coffee in the Starbucks that you buy, will be the Same and will know the same.

Notions of Marketing that every engineer should know

The digital era we live in today has completely changed user behavior, as well as buying and selling trends. Nowadays, the most common is to look for products and services on the Internet, whether to find out, find the best price or meet a need.
All this forms what we know as Digital Marketing. Specifically it is a set of actions that promote the solutions of a brand in different media and channels. And if you move and apply these strategies to Engineering, the results may surprise you.
In fact, more and more companies in the sector are turning to Digital Marketing to enhance the benefits of their services through online strategies . And not only that … within business management, Marketing also gives them a functional perspective and helps them generate new sales opportunities. Are you prepared to benefit from Marketing strategies?
Download the free checklist with everythinga Digital Marketing project should include

7 key actions of Digital Marketing

In this sense, before launching yourself fully into the “Marketinian” world and proposing a strategy, it is best that you first familiarize yourself with its main characteristics:

1. Branded Content

It’s about building a solid brand and a good story around the business. In this way, all the actions that are proposed must be linked to the values ​​of the brand and around its niche market.

2. Content is king

Offering relevant and interesting content for the Engineering sector can be very useful when it comes to becoming known, but also to attract qualified traffic to the business website or increase conversions. Therefore, it is important to make recent publications that cover different issues, trends, challenges and problems related to Engineering. You will become a benchmark within this industry!

3. Social Media and active listening

Nowadays if you do not have a presence in the Social Networks it is practically as if you did not exist. Facebook, Twitter, Linkedin, Instragram… Study where your target audience is and do not miss the opportunity to approach it through these profiles. Think that in addition to sharing the content of your website or blog, you can also analyze your sales, extract relevant information and actively listen to the comments of your potential customers about, for example, the creation of some infrastructure.
4. SEO becomes indispensable
The Search Engine Optimization ( SEO ) encompasses a series of techniques that ensure that a website appears in the first search engine results (Google, Yahoo, Ask …) Thus, it is endowed with a greater visibility while facilitating the purchase or contracting process.

5. SEM and PPC campaigns

Search engine marketing (Search Engine Marketing , by its acronym in English) is responsible for promoting a company from paid advertising on such search engines . The PPC campaigns and Social Ads are most used.

6. Stock automation

Automate actions favors the acquisition of new customers and helps to retain them, how? The Lead Nurturing linked to forms and Email Marketing provide additional information and streamline processes to attract new customers.

7. Aunar Marketing and Sales

It is very important that both departments work as a team, because thanks to the analysis of marketing actions it is possible to optimize business strategies.
Now that you know what the main tools of Digital Marketing consist of, are you determined to apply these notions to continue training? The school specialized in new technologies of Incubicon has programs of Master, Micromaster and courses 100% online and at the forefront of digital. Do not hesitate to inform you!