Special Topics in Marketing

What is the right path to take your product to your consumers?

Today there are as many options as roads in the world. You may have the best product in the world, a tool that will revolutionize the industry and the market; but at the same time, nobody in the world knows about it.

Could you then guarantee the success of your product? As you may see, a distribution channel strategy is fundamental and as important as the product itself. For this reason, in order for you to ensure the success of your product you must make the correct choice of your distribution channel.

Think about the following to plan your marketing channel strategy:

  • List all the products and services your customers use
  • Analyze any complementary product or service, linked before or after the provision of your service
  • Analyze if you can link some products or services to your offer
  • Use the organizations or media that frequent your target market
  • Compare and analyze the groupings to which your clients belong, the agents or consultants they hire, the companies they attend and the events they attend.

Leadership is service

Joni Fernandez Marmo, former SVP of Consumer and Corporate Marketing at Univision Communications, talks about leadership in the Digital Branding Analytics Miami 2019 Conference. With 28 years of experience in media, she speaks about how leadership was her secret to success at every single level in her career.

Each one of us is accountable for something, we are masters of our domain. This is our opportunity to practice leadership. The first tip that Joni gives is to don’t be afraid. To face your fear and move forward. She next talks about not being the problem but rather to be the solution. Be the person who cares and comes up with a solution to be perceived as a team player. Next she asks the audience to think outside the box and never limit themselves. She suggests that we need to find our voices to express ourselves and communicate and interact with others. Next she talks about not comparing ourselves with others because each and everyone of us is uniquely special.

What I liked the most about her speech is the fact that she made me understand that no matter where I am, my position is as big or as small as I want it to be. She reminded me that there is always a lesson behind everything we do, and the moments where we fail is where we grow the most. And lastly, she taught me that a good leader is a leader who thinks about how they can serve. Leadership is service.


Joni’s LinkeIn: https://www.linkedin.com/in/joni-fernandez-marmo/

The Vision of the Future

Sean Gardner, author and Forbes #1 social media power influencer, speaks in the Digital Branding Analytics Miami 2019 about how Artificial Intelligence is becoming such an important aspect of doing business, and particularly in marketing. Most americans are unaware that AI is already part of our quotidien lives and it keeps expanding rapidly. For example, there are various news agencies that are using AI automation to write articles. Other companies are using AI for creating logos, for videos, and even for influencer search.

It is true that artificial intelligence and machine learning are controversial concepts in the business world today. But we can’t deny that technology is shaping the future of marketing and companies must begin to take them into account in their strategies.

I learned from Sean that AI is already improving the performance of the campaigns of those brands focused on the vision of the future.

Sean’s LinkeIn:

From Hacker to senior SEO Scientist

Britney Muller, Senior SEO Scientist at Moz, speaks in the Digital Branding Analytics Miami 2019 about her journey from hacker to SEO professional. She teaches us how to excel in an ever-changing landscape, and how to overcome imposter syndrome. With her personal experience she taught us how she accomplished great things on her own to get where she is today. She talks about the imposter syndrome, which is a situation in which someone doubts his or her accomplishments and is always scared of being seen as a “fraud”. She teaches us how we as humans tend to be mean to ourselves and she suggests different ways to overcome it. She suggests we need to become aware of negative self-talk, to practice a good posture, and to meditate or do something you love for 5 minutes every day.  

She shares some tips on SEO marketing, including the fact that google answers people’s questions without them having to open a website. So as marketers we need to take into account this to keep being competitive. The first things she recommends is to type in google the queries that google suggests. This is showing what is trending in your area and what is relevant to your search. Then she suggests to create content with link intent. Additionally, she says that FAQ pages are SEO goldmines because you can continue to answer people’s questions and this will get you qualified traffic.

Britney’s LinkedIn 


Get to know your WHY!

So, we know that to be able to build a loyal client base, you have to focus on building a thriving community of students who are truly connected to you. And in order to do this, the first step is to be clearer than ever about who you are and what you want to offer. In order to do this, you need to get to know your WHY, because as Simon Sinek says, “People don’t buy what you do, they buy why you do it”.


Your “why” is your purpose. To identify your “why,” you need to connect with your defining moment; that moment in your life when you experienced a deep transformation that may have led you directly, or indirectly, to choose yoga as your career path.

Think: What drove you to choose a path of helping others as a yoga teacher?

Once you identify and connect to your “why,” building your brand becomes easy. Identifying your purpose is crucial because it is what makes you unique, and this is the main reason why people connect with you emotionally.

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