The 7 digital marketing trends that will be imposed in 2019

The high competitive level in the technology sector forces companies to redefine their marketing strategy more frequently. Organizational processes are increasingly leveraged in technology, generating a dependence on the digital transformation process.

In the era of digitalization, taking proper advantage of tools and channels, quickly adapting to trends and innovating, is essential not only to achieve corporate objectives but also to generate value in the face of competition.

New technologies must be designed to adapt quickly and incorporate them into the 2019 strategy. Here are some of them:

Virtual and Augmented Reality

Its objective is to simulate reality through digital environments. Currently, it is used to support a purchasing decision as an interaction strategy between the brand and the consumer, attract customers, support business innovation processes and differentiate in the market with interactive activities.

Voice searches

Currently, technologies are designed to make life easier. A good example is Google Home, an assistant at home who, through voice, plays songs and videos, remembers appointments, news, calls, etc.

Content Marketing and Content Marketing

Being more assertive in digital communication is increasingly relevant. Presenting timely content to the indicated user, at the right time and on the right page is a permanent challenge.


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They are increasingly used in companies. It allows the user to hold a conversation through a programmed and automated robot to simulate a real environment as if a human were doing it. It is considered a trend insofar as it generates a greater interaction and relationship between brands and consumers.

Automation of marketing and content

The large amount of information that we find on the network is forcing companies to generate greater value in the development of their content. The implementation of a platform that automates the production of content and marketing actions, not only reduces costs in the investment but also optimizes the results, analyzes the data, allows a global vision of the business and consequently, takes better decisions.

Programmatic video

Video today is the protagonist of digital consumption. The increase in demand forces companies to evolve their formats in order to improve their positioning and achieve a better relationship with their potential customers and their target audience.

Social commerce and mobile commerce

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Purchases through social networks represent the evolution of e-commerce. Facebook, Instagram, and Pinterest represent the evolution of online shopping, especially for independent sellers and small brands. On the other hand, the increase in the use of the internet through mobile devices increases the trend of m-commerce. This motivates merchants to adapt their websites to a fully responsive version with transactional buttons, and to facilitate the opportunity to sell and buy from anywhere in the world.

Consumption habits change permanently, which prevents ensuring compliance with the long-term strategy. The digital world forces B2B companies to adapt to the market, research and analyze the results of the actions, innovate and adjust as many times as necessary the strategy in order to meet the company’s objectives, and the needs of your customers.

Who does what?

The owner of an SME tries, as an expert tightrope walker, to reach the other side without staggering. In their daily activity, in which there is much to do and few resources, everyone does a little of everything, but the responsibility does not fall on anyone in particular.

We are in a market where there are no clear rules, added to the fiscal pressure and labor costs, which generate imbalances of various kinds, which can cause the business to stop being profitable.

Today strategic and timely information is essential to make sound decisions, but how to do it? Here are some interesting tips to apply to your company.

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  • Define mission, vision, and values – What for
  • Define short, medium and long-term objectives – What?
  • Organizational chart with functions, responsibilities, and lines of command – Who?
  • Processes in procedure manuals – How and when?
  1. Mission. What is it for? It is the purpose of your company, the ultimate motivation that gives meaning to the rest of the questions. It is located in the present, the activity it performs, the environment in which it is located, the resources available, the competitive advantage and to whom that benefit is directed. View. What the organization aspires to be in the future. Values. Ethical principles and behavior guidelines, which act as a compass that guides our actions. The definition of these three concepts (which must be coherent with each other) is the beginning of a strategic plan. It is important that they are known by all the members of the entire company to help them know who they are, who they want to be in the future and the values on which they rely to achieve it.
  2. What? Have ambitious, measurable and quantifiable objectives, established jointly with the members, that are simple and allow to measure the growth and have a better analysis of what is being done, and be constantly updated to keep a strict follow-up.
  3. Who? It allows to know the functions and identify when the responsibility of each member begins and culminates.
  4. How and when? It allows transparency in the actions of the members because they can know the complete map of a process and its impact on the final result. This generates greater collaboration and teamwork, as well as a greater discernment regarding the priorities.

Face item and activity have its particularities and the important thing is that you can achieve the optimal result based on the structure you have armed. Then, according to the proposed objectives, gradually make changes to continue growing on a firm basis.

And surely he will be thinking, “is that we are few and we all do a little of everything, we need more people, but the labor costs are high and I do not close the numbers, this context is to stay still” and so on. These are the usual answers when I speak with clients, whether they are small, medium or large, and I reply that these tools can be adapted to any structure and if they need personnel, but it gives them uncertainty, there are temporary personnel who work for projects and invoice for work. accomplished.

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When the SME grows and does not know where it is standing, it feels disoriented. There comes a moment that if you want to continue your journey it is essential to pause, order and move forward in a more professional way.

The idea is to make agile and dynamic processes tailored, where information flows and sectors can communicate in an entertaining way, and leaving behind the individualistic short circuits that affect the profitability of the company.

And how does one go through this process, while continuing with their daily activity? With a lot of communication, continuously feeding the circuit in order to measure results and detect deviations. Because all the members know with clarity what is the objective that the team has to reach, and all will focus on following the same path to achieve it. Because a well coordinated and motivated team can achieve any goal that is proposed.

A Vigo company joins the race to develop the driving of the future

Vigo (Spain) – The company Xesol Innovation was born in 2012 in the city of Vigo with the aim of covering a need detected in the market and based on providing innovative driving assistance solutions to apply to any type of vehicle.

Along the way, they have managed to position themselves in the line where multiple companies worldwide work to develop the driving of the future.

Focused on the field of R + D + I, Xesol creates solutions for the sector of intelligent and sustainable mobility with the aim of “reducing road accidents and providing safer driving through proposals based on artificial intelligence, deep learning, artificial vision or connectivity “.

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The team supporter of Xesol Innovation, Morela Pereira, explains in a conversation with Efe that these premises led to the impulse of “Smart cars”, a research project on mobility for transport.

This initiative has been awarded in Brussels with the mention of excellence for being considered the most innovative of the Horizon 2020 program, from which it has received funding.

Approaching the autonomous car

It is based on an advanced assistance system for driving or ADAS, by its acronym in English, which detects, identifies, monitors and predicts the trajectories of the different elements of the road using the technology known as Xesol Drive.

This system is characterized as a modular and scalable software kit that adds to a hardware composed of cameras and sensors.

In particular, the system is based on the detection and monitoring of pedestrians, cyclists, motorcycles, special self-propelled vehicles, buses; in the identification of traffic signals and traffic lights; and in lane deviation or collision alerts, in addition to a visual estimate of the lane and curves.

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“The next step” in the framework of this proposal, adds Pereira, is “the integration of V2X, vehicle-to-everything communication, with a frequency of 5.9 gigahertz, for the storage and exchange of data at high speed, allowing the communication in real time of the vehicle with other vehicles and infrastructures “.

The team supporter says that this advance “would bring us closer to the autonomous car” and his companion Telmo Pereiro, responsible for image and communication of the company, points out that the modular kit they develop can be integrated into new vehicles or manufactured after the year 2000, with what the range of possibilities opens.

In fact, continues Pereiro, manufacturers and Tier 1 companies are the target customers of Xesol for the commercialization of this solution in regard to new vehicles.

A “fatigue detector”

However, for those that are already in circulation, they include workshops, spare shops, insurance companies and fleets for lending or renting vehicles.

The growth of this company, which currently has offices in Vigo, Madrid, Hannover, and California, has led to the establishment of the Biometrics and Slam technological subsidiaries, which focus on complementary technologies to achieve a high level of autonomy for the vehicle.

Carlos Asensio, the CEO of the Biometrics Area, told Efe that Xesol Innovation presented in the latest edition of the Mobile World Congress, held in Barcelona from February 26 to March 1, 2018, a solution that defines as “a detector of fatigue “based on an infrared camera.

This proposal measures the level of tiredness of the driver through “his blinking, his behavior and the tracking of elements such as distractions.”

The biometric technology also applies to the recognition of people through artificial intelligence algorithms for the management of access and vehicle use permits, among other functions.

Xesol Slam, meanwhile, creates solutions that generate maps in real time to indicate to the driver the most optimal routes and alert about the state of roads, traffic or the best routes to travel, in addition to communicating the global position of the vehicle, detect and describe traffic signals.

Now, those responsible for the company, which employs about 35 people, and which is in the process of expanding its workforce, expect Spanish legislation to adapt to these developments.

They ensure that the solutions they develop can benefit ordinary citizens and provide a safer and more environmentally friendly driving in the future.

The defense business as a new strategic weapon

Spain exported arms worth 4,347 million euros last year, more than double that just five years ago

The Stockholm International Peace Research Institute (SIPRI), one of the main centers of study of the scope and distribution of military expenditure, has recently published its latest global report analyzing the evolution of the purchase and sale of weapons, whose data it is extracted, as the first conclusion, the upward trend of the global arms market in the period 2013-2017, with an advance of 10% compared to the previous five years 2008-2012. According to the Swedish Institute, defense spending has reached 1,739 billion dollars in 2017 on a global scale, representing a minimum of 2.2% of world GDP, a percentage that could be much higher given the significant volume of expenditure that escapes to the statistical control and the plans of manufacture for “own consumption” on the part of the great powers in this section like the USA,

While there were always economic interests supported by military intervention, now the arms industry is presented as another industrial sector, which has to create and maintain its own demand and often acts as a catalyst to delimit the economic spaces of influence.

A clear example can be seen in the Middle East, where the recent suspension of the denuclearization agreement of Iran unilaterally by the United States, the unexpected escalation of tension between Qatar and Saudi Arabia, the Yemen conflict, the role of Russia in the end of the war in Syria or the consolidation of military regimes in countries like Egypt are just a recent example of the endless list of conflicts that have turned the area into a large-scale weapons market.

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The countries of the Middle East have doubled their imports in the last ten years. Thus, although the news about the sale of arms by Spain to Saudi Arabia has jumped to the press a few days ago, the Arab country and many of its surroundings are, for a long time, potential customers of growing relevance, not only for our country.

Saudi Arabia is the second largest importer of large arms in the world, just behind India, with an increase in purchases of 225% in the last five years compared to the previous one. Equally spectacular was the increase in arms imports by Egypt in that period (215%), which places it as the third largest importer between 2013 and 2017, ahead of the United Arab Emirates. As can be seen, the area accumulates the main focus of demand worldwide, taking into account that countries also from the Arab world such as Iraq, Algeria, Turkey, Oman, Bahrain or Qatar also occupy prominent positions as importers and that Israel is also a military power with significant participation in international trade.

This framework of tension in the area is reflected in geopolitics, starting with the alliance between the United States and Saudi Arabia, which in turn tries to lead the area as the visible head of the Sunni confession countries, as opposed to the axis of Shiite confession. which aims to lead Iran, a country that to date reflected a growing economic opening to Europe and Russia. The confessional struggle seems an alibi to divide a market where the United States wants to maintain the dominant position.

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The statistics in regard to Spain, even taking into account that its arms exports are directed mainly to European countries, are not alien to this trend. Already in 2015, the year in which the signature of the sale agreement of the 400 pumps that have now sown controversy, exports to Saudi Arabia already accounted for 14% of the total with annual growth rates above 80%.

In global terms, Spain exported arms worth 4,347 million euros last year, more than double that just five years ago, which places our country in seventh place in the world ranking of exporters, Saudi Arabia is the third client with greater weight

Regarding the reputation of the receiving states of the armament, it is difficult to set limits, given that many of the current or potential clients could be put into a different perspective and still a high percentage of countries in the world are imperfect dictatorships or democracies. In any case, we must not forget that it is a commercial game where the gap left by one competitor is occupied by another and the pragmatic vision of employment and the trade balance, not only in terms of arms sales but also to other economic sectors involved, it has a complex frame of discussion when it is opposed to moral factors without an overall vision.

Thus, perhaps it is not advisable to disseminate a simplistic assessment limited to the sale of weapons with a lot of media noise. If we focus on a possible balanced context, it might be advisable to take decisions at European level and to draw up a common strategy on defense issues, without forgetting, on the one hand, the competitive factor of the arms industry, but designing, at the same time, a position of greater prominence in the main sources of tension close to the European Union, starting with the Middle East and Africa, whose instability and proliferation of conflicts do not favor European interests, as they are areas of high strategic value for the continent, now in orbit of the United States and China, weapons through.

Business Ideas for Entrepreneurs Newbies

In this post, I want to comment on business ideas for entrepreneurs who are just going to start their first business. It is important as a first-time entrepreneur, choose the best business idea. I will explain to you the businesses that as entrepreneurs have more chance of success and which as a first business you have to avoid.


Here are some tips that can help you when undertaking for the first time:

1. Franchises

The best entrepreneurial business idea that I recommend are franchises. These are business models that were already successful, and somehow, they found the recipe for success. With a franchise, you can increase your likelihood of success by up to 80%, unlike putting an inexperienced business. You can go to the franchise fairs to get an idea of how they work and the prices.

2. Well located businesses

In our list of business ideas for entrepreneurs, we have to consider the fact of having an excellent location. For example, in the last post of business ideas for Mexico, I commented that a bad business idea is to put a grocery store or small store. However, well located, it can be a successful business. Preferably, it must be together (or less than 50 meters) from a neighborhood, residential or fractionation. Therefore, as a beginner entrepreneur, think about the location of your business.

3. Online business

Starting a business online means setting up a website, and generating income by selling a tangible or intangible product (such as an ebook) or advertising. This business idea for entrepreneurs is recommended for the following reasons: 1) investment costs are very low, just by investing in a hosting service to store your information on the internet and buy a domain, in total a year can cost up to $ 60 dollars , 2) learn how to sell, and how to serve customers, whether by mail, phone or chat and 3) Learn the characteristics of the entrepreneur as being perseverant, not giving up, getting up before problems, etc.

4. Business in which you already have experience

There are many people who worked in a company for years, and now that they retire, they need to generate new sources of income. Therefore, in entrepreneurial business ideas , we must consider that all this experience is invaluable to start a business. For example, a person who worked his entire career as a sales agent, has these strengths: he has contacts, social relations, knows the industry, knows who the suppliers are, knows how to negotiate, etc. Also do not think you need to retire to do it. With 3 to 5 years of experience, you will have enough capacity to understand how that business turn and open your business.

5. Business with partners

Starting a business alone is difficult, because of the amount of tasks to be developed, the time, and the motivation to continue forward. A good business idea for entrepreneurs is to get a partner. It can be a friend, relative, or known to have the interest to start a business and / or have the necessary experience to implement it. Limit the roles, responsibilities and investment of each one before working with a partner. Have a clear definition of what they are going to contribute to the company, and how they will work as a team.


6. Invest too much money

A true story: I had a college colleague who had plenty of financial resources available. He decided to start his first business with an investment of 1 million dollars … in 2 years, he had closed and liquidated all the assets to cover his debts. With this, I want to explain to you that despite the entrepreneurial business idea that you have, do not invest too much money. Understand that the probability is against you, and that is why you have to fight against the irrational instinct to believe that the more you invest, the more you earn.

7. Pyramids, Multilevel, Make Easy Money

This idea of entrepreneurial business is the worst thing you can do. I know there are many people on the internet who offer to make easy money, for multilevel business, adwords or make money with 0 investment and 100% profitability in almost a day. The concept of this fraud is simple: you invest your money, and they give you a commission for each person you put in the pyramid. However, no product or service is sold. Simply the person administering it collects all the money from the payment to enter the system, and one day suddenly disappears. I recommend you to look for low-investment business ideas , which may take you more time to earn money, but do it honestly and legally.

8. Do not make a business plan

Many people (if not the majority) think that making a business plan is like a procedure; It only serves to ask for a credit and period. However, it is not about making a plan for the final product, but about the process of knowing how your business will work, and determining through financial analysis , whether it is viable in number or not, BEFORE investing a single cent. Therefore, among the business ideas for beginner entrepreneurs , you have to develop your business plan to be sure that it is worth your idea.

9. Work on something you do not like

The worst thing you can do is start a business with something you hate. I remember in a book by Robert Kiyosaki the story of a billionaire, who once a week went to Las Vegas to bet all the money he could. When they told him why he did it, he said that because money did not matter to him, because he earned it with a business he hated. He would have preferred to do what he liked, to make millions. This is the key to a good entrepreneurial business idea , do what you like. For this, I recommend watching the video to find the best business idea , where, through a methodological system that I designed, you can find the best business idea that relates to your interests and tastes.

10. Surrender very easily

The most important advice I want you to stay with is the following: There are going to be obstacles at all times; The job of the entrepreneur is to find a way to move forward, whether he has jumped, avoided, find another way … This is the symbolism that must have a mind focused on solutions. Any entrepreneurial business idea that you design will have its strengths and weaknesses, opportunities and threats. It is the mindset in solutions that makes the strengths and opportunities take advantage, and that your company remains afloat.