{"id":313,"date":"2006-10-01T19:40:45","date_gmt":"2006-10-01T19:40:45","guid":{"rendered":"http:\/\/andresb.net\/?p=313"},"modified":"2006-10-01T19:40:45","modified_gmt":"2006-10-01T19:40:45","slug":"marketing-y-ensenanza","status":"publish","type":"post","link":"https:\/\/andresb.net\/blog\/post\/2006\/10\/marketing-y-ensenanza\/","title":{"rendered":"Marketing y ense\u00f1anza"},"content":{"rendered":"

Seth Godin publica una nota interesante<\/a> sobre c\u00f3mo actualizar algunos formatos de comunicaci\u00f3n, en particular el discurso o exposici\u00f3n frente a un grupo.<\/p>\n

En general las observaciones que hace son buenas, pero en un punto se hace evidente que Seth est\u00e1 inmerso en un ecosistema MUY espec\u00edfico, que parece haberlo absorbido.<\/p>\n

Dice Godin: \u00abSi el marketing es el arte de diseminar ideas, entonces la educaci\u00f3n (o ense\u00f1anza) es una forma de marketing\u00bb. Y creo que es al rev\u00e9s. Para m\u00ed, el marketing ense\u00f1a.<\/p>\n

En este tema, estoy con Hugh MacLeod (The Hughtrain – Part two: All products are information. The molecules are secondary)<\/a>. La misi\u00f3n de la comunicaci\u00f3n de una marca o producto es informar, educar. La misi\u00f3n de un profesor de Historia es informar, educar y no vender (aunque s\u00ed tiene que hacer un esfuerzo por \u00abvender\u00bb sus clases, para no dormir a sus alumnos, en eso Godin tiene raz\u00f3n).<\/p>\n

Una vez que una persona establece una relaci\u00f3n de confianza con una marca a trav\u00e9s de la informaci\u00f3n que recibe de ella, naturalmente buscar\u00e1 los productos que son la extensi\u00f3n l\u00f3gica de esa informaci\u00f3n.<\/p>\n

Por supuesto, esto s\u00f3lo funciona con un buen producto y hablando con la verdad. Si la marca no respalda su conocimiento con investigaci\u00f3n y se limita a importar cajitas de Hello Kitty desde China, su valor informativo es nulo y sus ventas dependen de una mezcla entre moda y suerte que no se ve bien en un business plan.<\/p>\n

<\/p>\n

Marketing and teaching<\/strong><\/p>\n

Seth Godin writes a good post about speaking to groups<\/a> and the need to rethink how to do it.<\/p>\n

For the most part, he’s right on the money, but there’s a point he makes that I think shows how his immersion in the marketing world is twisting his perception.<\/p>\n

Seth says: \u00abIf marketing is the art of spreading ideas, then teaching is a kind of marketing\u00bb. And I think it’s the opposite.<\/p>\n

I’m with Hugh MacLeod with this (see Hughtrain Part two: All products are information. The molecules are secondary<\/a>). The mission of a brand’s communication is to inform, to educate. A History professor’s mission is to inform, to educate. Not to sell (although he has to \u00absell\u00bb his teaching, to avoid numbing the kids).<\/p>\n

Once a person establishes a trust relationship with a brand through its information, will seek the products that are the logic extension of that information or knowledge.<\/p>\n

Of course this works only with serious products and true messages. If the brand doesn’t backs it knowledge with research and all it does is import Hello Kitty boxes from China, its informational value is zero, and its sales depend on a mix of luck and fashion, none of which looks good in a business plan.<\/p>\n","protected":false},"excerpt":{"rendered":"

Seth Godin publica una nota interesante sobre c\u00f3mo actualizar algunos formatos de comunicaci\u00f3n, en particular el discurso o exposici\u00f3n frente a un grupo. En general las observaciones que hace son buenas, pero en un punto se hace evidente que Seth est\u00e1 inmerso en un ecosistema MUY espec\u00edfico, que parece haberlo absorbido. Dice Godin: \u00abSi el […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"twitterCardType":"","cardImageID":0,"cardImage":"","cardTitle":"","cardDesc":"","cardImageAlt":"","cardPlayer":"","cardPlayerWidth":0,"cardPlayerHeight":0,"cardPlayerStream":"","cardPlayerCodec":""},"categories":[],"tags":[14],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/andresb.net\/blog\/wp-json\/wp\/v2\/posts\/313"}],"collection":[{"href":"https:\/\/andresb.net\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/andresb.net\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/andresb.net\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/andresb.net\/blog\/wp-json\/wp\/v2\/comments?post=313"}],"version-history":[{"count":0,"href":"https:\/\/andresb.net\/blog\/wp-json\/wp\/v2\/posts\/313\/revisions"}],"wp:attachment":[{"href":"https:\/\/andresb.net\/blog\/wp-json\/wp\/v2\/media?parent=313"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/andresb.net\/blog\/wp-json\/wp\/v2\/categories?post=313"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/andresb.net\/blog\/wp-json\/wp\/v2\/tags?post=313"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}