Juan Carlos Jimenez Since 1978 I have been dedicated to strategic communications: marketing, branding, advertising, customer service Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Regardless of business area or technological advancements, there are two business principles that continue to determine the business success of any business, large or small, manufacturing or service business. But tech and marketing experts abound who are often good at creating the feeling that something is hot, as is the case with social media. Web 2.0 is still in fashion, and it is very positive for companies that there is this kind of “fever” in the environment. The “social media” offer many resources that can help to substantially improve business performance. However, I remember a similar fever with the Internet in the late 1990s. Overheating ended traumatic in the year 2000 with the crashing of many companies. The businesses that did not fail with that famous bubble, and that, on the contrary, survived and strengthened, among other things, had in common the fact of being attached to certain business principles that determine the bases of the success of any business.

These are basic business principles Tajikistan Email List have always been in force in the commercial world, regardless of the size of the companies, and their validity is repeated all the time: Principle 1: You have to have one or more real competitive advantages, not virtual ones. Companies are or are not competitive compared to their competitors. For example, they can be competitive, because even by selling a product equal to that of their competitor, they have a better price, or give a better service, or the quality of what they sell is tangibly higher for customers. They can also be competitive for geographic reasons. For example, it is the only pharmacy in the area. In this case, the business can survive even if they sell more expensively and give poor service (until another pharmacy is installed in the same sector, which does it better).In other words, if the company does not have one or more true competitive advantages (not virtual), neither the technology nor the marketing will work miracles to make it last over time. Without a competitive advantage over its competitors, every business sooner or later closes. You can run the business with “makeup” and superficial marketing actions, but this only works in the short term and does not make customers loyal. Superficial measures to compensate for the lack of competitiveness only serve to conceal inefficiency somewhat. Sooner rather than later, clients always discover the truth.

We can also see this principle of competitiveness in these terms: communication does not solve managerial deficiencies. If at any given time your product does not work, or your service does not work well, you can ask for forgiveness and most customers will forgive you. But if you don’t take the managerial decisions and actions to fix the flaws in what you’re selling, good communication or marketing won’t make up for the flaws. Principle 2: Customers go ahead. Imagine a cart with horses: the horses represent the customers and the cart the business and the company. Technologies, products, and management never build steeds. All of these resources only make sense when you’re after those who really drive any business: customers. For any company, large or small, it is essential to keep an eye on what customers really value. This seems obvious but it is not (customers tend to value more the way they are treated in the process of receiving a product or service).For example, software or electronic equipment may be technologically great, but users value more if it is easy to use, or the quality of the after-sales technical support. One could know if a company really believes that customers are in front of the business by checking the comparison of the advertising or information technology budget, with the training budget of the employees who serve customers, or the budget to consult to customers about the improvements they want in a product or service. Each budget reveals the vision of the managers on the place and importance of the clients.

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