jose alfredo orellana [joseporellana1]
What is your specialty?
Identity, branding and print, really like illustration too and know getting very involved with web design
Up till now, what has been your professional career path?
I started studying communications in general and then find out i really like graphic design and it seem like a pretty nice lifestyle so i got in to it and went really good, but ended up realizing i didn't think as much as i wanted to, i needed to feel more useful, more busy in a bigger way, making more meaningful decisions
Please list web addresses where one can see something about you.
What is your stance as a marketing professional? What are you good at? What differentiates you from others?
I think i've always been involved in marketing be it with my personal projects or around the advertising part of it, and now that i get to know the theorical part of it i think i have a very broad concept of the whole business, being able to understand the whole process and the individuals that take part in it. Also being involve with digital marketing opens a big window into understanding the new targets and audiences and the best way to get to them.
A marketing strategy begins with an idea. How are yours born?
I usually tend to look at the consumer, try to understand it, get inside their head, know their insights and what goes on in their world, generally i've found out that if you get a pretty good idea of your consumer and their scenario the ideas start flowing and you just have to arrange them in the way that they become both interesting for the consumer and profitable for the company.
In which market, products or services, are you currently working?
I use to have a personal project dedicated to extreme sports in El Salvador and i'm very oriented in to understanding teen culture and their tendencies. Starting in january i'll start working in a magazine dedicated to the urban lifestyle in Barcelona.
Did this product exist ten years ago? And the brand?
No they didn't with my personal project i started about 3 years and it has become the main medium for people in El Salvador to know about extreme sports and all aspects related to that lifestyle.
As for the magazine it also didn't exist and part of my involvement in it, is to develop the newly created online page.
What is the consumer or user like that you have to win over?
It's an alternative audience, not to much into popular culture, this kind of people from my experience are more dificult to get to because they are more closed to new experiences and to "outsiders", you really have to win them over and let them know that you are as part of the group as they. Once you have this accomplished you can really start to develop a relationship with them.
What is the key to gaining consumer fidelity?
For me it's constant dialog, if you listen, they will listen. The consumer likes to know that it has a voice, and that the product or service your offering it's the right for them, and for that to happen you have to confirm it. A consumer is loyal to the brands that have made an emotional connection with them, be it an experience, an event, a specific moment, the creation of this relationship spaces make the consumer trust your word and your actions, when it does that it will trust your product and you will have their loyalty.
How do you determine what consumers think and feel? Is something more than qualitative research necessary?
I think it depends a lot in your consumer, some consumers are easier to get to than others, i think personal involvement is a big aspect when making a qualitative research, a look in someone faces is not the same as the report in a paper. Getting to know the consumer is the hardest aspect of a strategy and it makes our decisions right or wrong must of the times. The problem becomes who much involved can you get without becoming subjective? the contrast between research, personal experience and third party opinions become the bases for a more inform decision.
In the present of new technologies, marketers go to their consumers and open forums to listen to their opinions and involve them in the process more than ever, when you have your consumers guiding you all the parts of the way, well being wrong becomes more difficult.
What type of communication are you utilizing?
Right now i'm very in to web 2.0 and social media, CRM and personalization of the communication for me are the basis of the new marketing.
Who/what is your competition?
What's your answer to the typical question: does marketing create nonexistent needs?
Well i think you have to start with Maslows pyramid to understand that there are different needs, some more primary than others, but nevertheless all needs. I think marketing makes people aware of product and services that fill different needs, but at the end the decision to fill that need is within the consumer and that's how you get target and audiences.
In times of crisis sales of generic store brands rise. What should premium brands do or not do when faced with this?
I think they should start approaching the consumer in a more engaging way not just with brand imagery but with the offer of a relationship of mutual benefits, a deal of trust in which price becomes a second issue faced with benefits, quality and caring.
Brands should get to know more of their customers in order to treat them exactly how they need, not with a generical product but with a product thats build to their needs.
The consumer is king: have advertisers realised this yet?
Some have, some haven't, it depends a lot in the business model, the company and the business itself. The ones who have engage the customer more and more every time, the ones who haven't try to hold on to their roots and customs.
The world is now evolving faster and faster every time, the new technologies are making the customer take its place but at the same time are giving advertisers the tools the get to know the king. If we are to remain in the kingdom we must hear the king.
Are we heading towards more individualised marketing and advertising?
If we want loyalty and a long term relationship with our customers yes, individualization is key to getting the right message to the right audience, therefore obtaining positive and profitable results. Mass media and mass messages leave a lot to chance and are a gamble when addressing audiences. Segmentation allows marketers to identify the needs of their different targets and address them as best as possible.
What is the most surprising thing you have learned about digital marketing in the last few years?
The development of mobile technology and applications are probably the next step in the marketing world, but mainly i think companies understood the importance of their customers and developed the necessary platafforms that let them get directly involved with their products in aspects such as innovation, research and development.
Android is a good example, and Saturn also.
How do you evaluate the potential of social networks for marketing on-line? Do you really think there is a new 2.0 marketing paradigm?
I think done correctly, it's a very important part in creating customer loyalty and a good customer relationship. Customers appreciate brands that are involved with their lifes and that share their affinities, and this can be well done through social networks.
What industry or market segment do you find attractive for devoting yourself to in the coming years?
Im really in to board sports and extreme sports and coolhunting. I think they are a very promising target and growing more and more everytime
Be a prophet. What phenomenon will revolutionize marketing in the next few years?
Are you part of any professional networking sites? Has it served its purpose for you?
Linkedin and not really, but you never know having a good professional network never hurts
jose alfredo orellana