The marketing expert gives companies a number of recommendations to address changes in their consumers and markets.

1. Include your customers in the creative process.

“All firms should be opening, enthusiastic customers and see what ideas can bring. That esmarketing 3.0. ” The expert referred to this as consumer co-creation. An example is Harley Davidson brings fans closer to their engineers to develop new models of motorcycles.

2. Support your community.

Companies must show their concern for the world. “Can you act as a good citizen and be profitable?”, According to Kotler companies that care about their community and country than similar firms that do not pay attention to these issues.
3. Raises several contingency scenarios.

“The problem today is chelae decay very easy although strategies are good (…) the strategies become increasingly obsolete in the changing world and should resvisarse.” To anticipate changes in the expert suggests creating an “early alarm system” and scenario planning laplaneación preceding strategic and tactical planning how to react quickly and accurately during contingencies.

4. Know your competition.

“Each of you in your company should hire someone who has worked with a large competitor. By the way, end up in court unless it is done under legal terms. “Kotler believes it is important to know how the company is perceived by the competition, what are the weak points and what should drive?

5. Create rules to time consuming technology.

It is necessary to develop “recommender systems”, when it comes to technology, that is, when purchasing any product we create certain rules as what kind of models, prices and features to look for less complex choice.

Another common way to use email marketing involves sending emails to our customers, ie people who already have purchased or made us use our services (and that in doing this we have requested their email addresses) in order to maintain contact with them, and to achieve loyalty.

Usually, these emails are composed of letters of thanks (for example, the purchase made), or by notes of greetings (for example, birthday or holiday parties), but also, as in the case of newsletters can be comprised of news (eg, a next event), promotions of interest to the customer, new product launches, etc.

Like the newsletter, this way of doing email marketing is a good strategy for the promotion and loyalty, which allows us to reach our customers quickly and with minimal cost.

But unlike the electronic newsletter, we must avoid sending emails is so prevalent, as in this case is that emails have not been requested by the client (although it will have provided us by e-mail address ), so that misuse of this strategy may be frowned upon by customers and may even be considered spam.

Mass emails sent

This way of using email marketing involves sending bulk emails to an extensive list of persons, in order to promote a product or service.

Typically, email addresses of people to send them emails, have been achieved without their consent, or have been offered by these people, but not knowing the use to which they give.

This way of doing marketing email we have mentioned in this article to understand the concept of email marketing, but it is an activity to be avoided, it is considered spam, and possibly by making use of it, we may receive a penalty by authorities.

close management of the mix of products and services

Monitor and evaluate the varied choice of products. The more choice does not necessarily mean greater profitability. It is possible that after dispensing with some evaluation.

Also assess the offer of free services from the perspective of customer interest. Encourage among vendors offer cross-selling. Offer customers buying an additional product.

manage strong brands

Work surveys of brand recognition and identification of the company. Remember that advertising is not enough to strengthen the brand. They are also the quality of the product, packaging, delivery, attitude of the sellers, the company gained prestige.

Evaluate the effectiveness of marketing methods. Select the most appropriate and current.