How does social networks impact social reality?

Social networks are nowadays a powerfull tool in means of establishing the icon topics that people pay attention to or the priorities and debates around the society. A current issue promoted by social networking was the migration flows as a part of the migration crisis. These social networks play a role of sensibilization or private interest promotor, and it is undeniable. That is why Organizations in al the world have researched in this topic so as to broaden its knowledge. According to the European Comission “The objective of the research in this field is to harness the collaborative power of ICT networks to create collective awareness of sustainability threats and enable collective solutions.”Read More »

Marketing Mix and Strategies

As it affirms the blog “pixel creativo”, the discipline of marketing has its aim on maintaining the clients of an specific product or service by satisfying their necessities, and that is why it is continuously analyzing the market and consumers’ behavior. During 1950, the professor Neil Bourden from, the business school of Harvard, redefined the position of the Marketing boss, developing what it is called “Marketing Mix”, with the aim of concreting determined objectives and establishing closer relation with clients. Read More »

How can social marketing raise awareness about climate change?

It is understood that social marketing has the power to affect our behavior and thoughts through different adverting techniques, for instance, which often have a visual impact on people. Most times it is used to promote marketing goods or ideas that enhance the image of a certain company and has the ability to “play with our heads” – in the good and in the bad. However, some consider social marketing to do little to achieve noncommercial goals, but this is a dangerous oversimplification and underestimation of the influence of social marketing.  “In an age of climate change, environmental destruction, natural resource shortages, fast population growth, hunger and poverty, as well as insufficient social services, what contributions might marketing make?” (Serrat, 2010)

To begin with, I want to illustrate how the word “social” in particular is crucial here and why it has to do both with the way of marketing needed and climate change itself. First of all it can be considered a social problem because it affects almost everyone (for instance global warming) whether in varying intensity. There are many people suffering of pollution and environmental damages in many different ways. Furthermore “social sciences hold the key to the solution of the severe environmental problems” because “humans have come to dominate earth systems thanks to the power of social cooperation.”(Laurent)
Finally social problems and environmental problems depend on each other or rather are interdependent.

Contrary to Mancur Olson’s “logic of collective action” the environment can be much better protected by a larger heterogeneous group of people than by some individual persons. (cf. pg 10). Therefore we need a demand in society for environmental protection. Besides we need a strong society for rescuing the people after “natural disasters”.

Now, from an other point of view, a social problem often needs solution strategies of a social nature, therefore that is a good moment for marketing to step in; the atmophere where it operates is mainly collective and affiliates a lot of people, this way the message is more efficiently conveyed. As mentioned, social marketing “is no longer a mere function used to increase business profits” but more like a social process – “composed of human behavior patterns concerned with exchange of resources or values” – as well as “organizing the creation, communication, and delivery of products and services to meet their desires as well as the needs of society, and solve serious social problems”. (Serrat,2010) This being said, communication and marketing interventions show to have considerable potential to promote important population behavior change objectives by providing potential target audiences with programs that contain the attributes of effective climate change messages.

Good examples about raising awareness about climate change and enhancing behavioral change in people through social marketing are for example campaigns with social or environmental objectives, undertaken by government or non-governmental organizations. (WWP)

“Tackling climate change will require a huge shift in mindset and a willingness among the public to make lifestyle changes. Effective communication will be essential. WPP is participating in Shaping the Message on Climate Change, an initiative of the UN and International Advertising Association, to improve communication on climate change and ensure a successful outcome at the Copenhagen Climate Conference in December 2009.”

What are then the components of a good campaign about climate change?  First of all, it is good to be aware that “the effectiveness of social marketing rests on the demonstration of direct impact on behavior; it is this feature that sets social marketing distinctly apart from communication or awareness-raising approaches (where the main focus is on highlighting information and helping people understand it)”. Then, most consumers 6aacd5836ee9cc363cccde82580ca17dare looking to business to take greater action on climate change, and expect greater competition in the next few years around this issue. They prefer easier choices and more help differentiating environmentally sound products from others. Certain sectors, such as investment, transport and oil, face more scrutiny than others because environmental objectives are perceived to be fundamentally at odds with their way of operating. (Downing and Ballantyne)

” Effective communication on climate change which is capable of motivating changes in consumer behaviour (rather than simply raising awareness further) will depend upon: the relevance of climate change to consumers’ lives and the relationship to their consumption behaviours being made clear; targeting strategies which take account of differences amongst key consumer segments; and developing a message which motivates rather than overwhelms consumers whilst avoiding any perceptions of `greenwashing´.” (Peattie and Pontings, 2009)


Laurent, É (September, 2013) “Inequality as pollution, pollution as inequality”,OFCE/Sciences Po-Paris, Standfor University, Harvard University, retrieved from:

Peattie, K, Peattie, S and Ponting, C,(2009) “Climate change: a social and a commercial marketing communications challenge”, EuroMed Journal of Business, Vol. 4, retrieved from:

Downing, P and Ballantyne, J (2007) “Social Marketing & Climate Change: Tipping Point or Turning Point?”, Ipsos Mori-Social Research Institute, retrieved from:

Serrat, O, (January, 2010) “Knowledge Solution”, Asian Development Bank, retrieved from:

WWP Corporate Responsability Report 2008/2009, retrieved from:

The History of Marketing

As Jeff Beer claims, the aim of Marketing is to identify, create and maintain satisfying relationships with customers, by strategies and tactics, that benefit both the customer and the marketer. There are different ways of marketing a product, and, nowadays, one of the most successful ones is by social media. In order to reach the level of marketing in the social media, different and lower levels have been “suffered”; history plays a great role in it.

“It is hard for many to believe, but when compared economics, production and operations, accounting and other business areas, marketing is a relatively young discipline having emerged in the early 1900s. Prior to this time most issues that are now commonly associated with marketing were either assumed to fall within basic concepts of economics (e.g., price setting was viewed as a simple supply/ demand issue), advertising (well developed by 1900), or in most cases, simply not yet explored (e.g., customer purchase behaviour, importance of distribution partners)”. (KnowThis LLC., 1998)

Read More »

Social Media Marketing vs Traditional Marketing



How has marketing changed and where can it be seen? What are the main differences between today´s dominating way of marketing, the digital marketing and classic marketing? Laurelle Boodram states in her blog Digital Marketing vs Traditional Marketing that “In the past, experts used traditional marketing techniques, such as all of the advertisements you typically think of, including ads in newspapers or magazines, TV commercials, billboards, business cards, and radio (…)”, whereas today, as digital marketing is becoming increasingly popular, they focuse on the Internet instead in the advertising and sale of the product.

First of all, Mangold W. Glynne and Fauld J. David exemplify in their article that: “The emergence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace.” Fauld and Mangold argue that social media works as a hybrid element of the promotion mixture because following a traditional way it enables companies to talk to their customers while adding the digital component permits the customers to talk directly to one another.  “The content, timing, and frequency of the social media-based conversations occurring between consumers are outside managers’ direct control”, they continue and make a comparison to the traditional integrated marketing communications where the activity is highly controlled.

Boodram continues making comparisons and giving examples and as it was already mentioned before: “In traditional marketing, the communication only happens in one direction, with one person (or product) communicating with a large group (the target audience). While this type of communication does occasionally exist in digital marketing, the focus is instead on multi-directional communication, in which the company will actively communicate with the consumers, both talking and listening(…)”. Moreover, the traditional method incorporates fewer interactions with the customers and they much longer; the main channel of communication is through letters, phone calls, e-mails… In digital marketing all interactions are public as they are shown on the Internet.

What has also changed is the way how the ad campaings are scheduled and planned along this transition to digital marketing. Traditional marketing is mostly well-planned out in the long run whereas the latter one enables a lot more room for adjustment although it does also involve long-term planning of this sort. “There is also a large difference in the availability of the company to respond to customers in digital marketing vs traditional marketing”, Boodram states and continues: “With the traditional techniques, responses canonly occur during work hours, but with digital marketing, most companies have people on various shifts. This means that at any given moment, a customer’s request or feedback will get a response within a day or two.”


Predictions of the marketing

Nancy Baghat, the vicepresident of marketing strategy of Intel said that we are going to see a huge increase in location-based marketing. With the rapid proliferation of devices and the explosion of the internet of things, people will be carrying, utilizing and depending on their devices more than ever. As part of the increased dependency, there is an increased expectation of services and personalization.

Susan Emerick, manager of enterprise, social strategy and programs at IBM said that, “cognitive computing is next big digital trend. More specifically, the beginning of a new era, where systems learn and interact naturally with people to extend what either humans or machine could do on their own.  Rather than being programmed to anticipate every possible answer or action needed to perform a function or set of tasks.                                                                                                                                 This will unfold in years to come, helping human experts make better decisions in many capacities. Applying this to marketing and communications will help us better understand, anticipate & respond to customers.”

David Berkowitz said that,” Marketers are going to have to come to terms with disappearing social media. This is much bigger than Snapchat. So much content shared today is private, and it often disappears, so marketers aren’t readily able to track and target such consumers.”  And he expect marketers to explore new, creative ways of reaching consumers who prioritize privacy.

Sally Schmidt has an article on today’s Attorney at work that outlines some 2014 goals and strategies that may just help you and your firm in the coming year. She talks about four areas to focus on, and I wholeheartedly endorse her marketing and business development suggestions:


1. Increase your personal interaction, 2. Provide better client services, 3. Look for oportunities to raise your profile, 4. Work on your credentials.



By Tom Kane December 16th, 2013

By Ekaterina Walter

December 2oth, 2013

Erica Mathews: an example of entrepreneurship

Founder of Visionary Marketing Group, created the company on online marketing whith the aim of being the owner of her life, and so she was able to work in something she likes. In Erica´s own words: “It´s all about creating a business and life that you enjoy as an entrepreneur!”erica mathews

Former high school teacher, Erica enjoyshelping others in creating online bussines, obtaining profits from online marketing and using with the best turnouts possible from the use of the internet. She went through different fields until finding that one that allow her “To have a business that i love, the lifestyle i desire” and also helping other people in the work of finding an online path to a career.Read More »

Hizkuntzen garrantzia

ImageDña. Maria Jose Arias Fernandez, Orientazio Profezionala eta Programak Internazionalak, EURES Manager. Berak destakatu zuen hizkuntzen sustaketaren garrantzia. Honekin erlazionatuta, gaur egun, mundu globalizatu batean bizi garenez, merkatu globala interneten bitartez azkar zabaldu daiteke beraz, ezinbestekoa da hizkuntzak ikastea, mundu guztiarekin negozioak egin ahal izateko.                                                    Lan lehia oso handia da, eta marketing munduan hizkuntzarik garrantzitsuena ingelesa da, sarearen hizkuntza unibertsala da. Oso garrantzitsua da pertsona bakoitzak errespetuz hitz egitea eta bakoitzari bere ama hizkuntzan hitz egiterakoan errazagoa izango da pertsonarekin negoziatzea.                                                                                  Zer da hizkuntza?                                                                                                                     “Hizkuntza seinu sistema bat da, eta berari esker sentitzen eta pentsatzen duguna expresatu eta besteei ulertu dezakegu. Baina ez dago erabilera zehatzik, hau da, pertsonaren arabera modu batean edo bestean ulertu ahal dira gauzak. Komunikatzeko hitzez aparte, seinuak ere erabili diateke. Komunikaziorako bai hitzak eta bai seiunuak ezinbestekoak dira gure artean ulertu ahal izateko.”

Pertzepzioaren bidez, geure gain hartzen dugu errealitatea, ondorioak atera, asmatu, suposatu… Eta horrek guztiak eragin handia du pertsonen arteko erlazioak, eta ondorioz, gure komunikazioa.   Guztiok era berean ikusiko bagenu, komunikatzea nahiko errazaizango litzateke; komunikazio horrek, ordea, ez luke errealitatea islatuko.

Hizkuntzek garrantzia lortu dute:

Sozietate globalagora hurbintzen garen bitartean, hizkuntzak garrantzitsuagoak dira, kultura desberdineko pertsonak harremanetan daudelako ete ere atzerrira joateko beharra badago, herrialde horretako hizkuntza ikasi behar da, beraz esan dezakedu gur egun hizkuntzak ezinbestekoak direla.  Normalena da txikitatik hainbat hizkuntz ikastea, baina posiblea da ere heldua zarenean ikastea. Baina, ez bakarrik eskola, institutu edo unibertsitatean, milaka oferta daude ordu libreetan ikasteko.

Bideoa hizkuntzaren garrantziari buruz :

Gaur egun hizkuntzak garrantzitsuenak hurrengoak dira:

1. INGELESA: Munduan gehien hitz egiten den hirugarren hizkuntza da, baina gehien ikasten dena.   Bost kontinenteetan hitz egiten da. Gainera negozioetan gehien erbiltzen dena da eta horetaz aparte, internet zerbait bilatzeko orduan ingelesez aurkitzeko aukera handiak daude.


2. TXINO: Nahiz eta gehien erabiltzen den hizkuntza izan, ez dago lehenengo postuan. Pertsona askok daukan galdera da ea txinoa ingelesa ordezkatuko duen. Horregatik, orain txinera ikasten duten pertsonen kopurua handituz joan da. Txinera duen desabantaila, hitz egiten dela eremu batean bakarrik ez ingelesa eta gaztelera bezala.


3. GAZTELERA: Gure hizkuntza 500 milioi pertsona hitz egiten dute. Gaztelania, ingelesa bezala beharrezkoak dira negozioetan haritzeko. Garrantzitsuagoa egin da, Estatu Batuetan gehiago ikasten hasi delako.

4. ALEMANIERA: Gaur egun Alemania da lan postu gehiago eskaintzen duen herrialdea, beraz, gaur egun gazteek garrantzi gehiago ematen diote hizkuntz horri, hau da, gehiago ikasten da etorkizun batean Alemariana joateko aukera izateko.   Mundu osoan 150 milioi pertsona daude hitz egiten dutenak.  Alemaniera hitz egiten da hizkuntz ofizial moduan  Alemanian, Austrian, Lietchensteinen,  Suizaren parte batean,Belgikaren parte batean, Italiaren parte batzuetan.


Gaur egun pilpilean dagoen gaia. ERASMUSa da, eta horretarako hizkuntzak jakitea behar da. Hau da, ezin zara ez Frantziara ez Alemaniara joan azterketa bat pasatzen ez baduzu, beraz, esan dezakedu era batean hizkuntzak gure etorkizuna mugatu ahal duela.      Beste herrialde batera joan ahal zara bai ikasteko eta bai praktikak egiteko, ikasle guztiek duten aukera da, baina gutxi batzuek joaten dira. Atzerrian egindaako ikasketak baliogarriak dira hemen lanean haritzeko.