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Paula Cervera

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ENTREVISTA CON RUI PORTO, CONSULTOR DE GRUPO ALPARGATAS Flip-flops, chanclas, chancletas, cholas, sandalias... muchas son las denominaciones con las que se refieren al producto estrella de Havaianas, la marca brasileña del grupo Alpargatas. Su historia, tan ligada al marketing y a la publicidad, es tan apasionante como escuchar a uno de los responsables del reposicionamiento de la firma en 1992, cuando las ventas caían y decidieron con éxito acercarse a un territorio emocional con el que han conseguido que estas chanclas de caucho sean un producto de moda y que, hoy en día, ir a una fiesta en Havaianas sea objeto de postureo.

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España vuelve a situarse entre los países que más empleo crean en Europa. Y lo ha hecho con un crecimiento del Producto Interior Bruto (PIB) mucho menor que en salidas de crisis anteriores. Un avance medio del 1,4% en 2014 ha bastado para que se hayan generado casi medio millón de puestos de trabajos nuevos en un año. El empleo crece, el PIB acelera su ritmo de expansión —al 2% en el tramo final de 2014, a cerca del 3% en las previsiones para 2015—, pero la devaluación salarial sigue ahí, atenuada por el menor coste de la vida. Esta misma semana, la encuesta de coste laboral reveló que a finales del año pasado, el salario medio había descendido un 0,2% en tasa anual. Un nuevo retroceso que llega en buena medida de la mano de los sueldos de esos nuevos empleos, significativamente más bajos que los de los destruidos durante la crisis. http://bit.ly/1Ci43vL

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El sector de la moda en el mundo es un campo con decenas de grandes jugadores, pero el Olimpo del textil está dominado por dos gigantes: el español Inditex y el sueco H&M. Comparten centros comerciales, pelean por las mejores localizaciones en las arterias comerciales del mundo y al final del año, comparan sus balances. En 2014, Inditex volvió a ganar la partida: registró más ventas, más beneficio y su valor en Bolsa es un 49% mayor. Sin embargo, la evolución de la sueca fue muy superior, ya que en un solo año su facturación y sus ganancias mejoraron el 18% y el 17% respectivamente, un alza que supone más que duplicar las cifras de la dueña de Zara.

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The way brands view LinkedIn is completely backwards. In both B2C and B2B marketing, LinkedIn has massive untapped potential for all companies, including activating employees as thought leaders and influencers. Learn about the ways brands are currently using the platform, how they should be using the platform, and how business leader’s should be using about the platform to drive business results. Key Takeaways: - Why LinkedIn is so important for all brands- How brands should view LinkedIn- How marketing leaders should use LinkedIn for their own brand

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Labour Day, observed on the first Monday of September in many countries, is a significant occasion that honors the contributions and achievements of workers. Also known as International Workers’ Day in some regions, this annual celebration serves as a tribute to the resilience, dedication, and accomplishments of the labor force. From its historical roots to its modern-day significance, Labour Day holds deep cultural and social importance that resonates worldwide.

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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

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In the dynamic realm of business, marketing and technology, where change is inevitable, the marketing landscape finds itself engulfed in the currents of the AI fear cycle. Fear of loss, apprehension about change, and the threat to established norms create a maelstrom of uncertainty, challenging organizations to navigate (yet another new terrain of transformation) these treacherous waters of transformation. In this session, Kristin Wozniak will get to the heart of this fear cycle, exploring its nuances, implications, and the path forward for marketing departments in the era of AI. Key Takeaways: •Understanding the Fear Cycle: By dissecting the psychological and emotional responses triggered by the advent of AI in marketing, attendees will gain a deeper understanding of the underlying fears that hinder organizational change. Recognizing the fear of loss, anxiety about expertise, and apprehension towards unfamiliarity as key drivers, marketers can better navigate the turbulence of change management. •Embracing Continuous Learning and Adaptation: As AI reshapes traditional roles and processes, the notion of expertise undergoes a fundamental shift. Attendees will learn the importance of fostering a culture of continuous learning and adaptive expertise, wherein executives and marketers embrace uncertainty and prioritize strategic questioning over claiming mastery. This shift in mindset enables organizations to stay agile and responsive in the face of evolving technological landscapes.•Challenging Norms and Fostering Innovation Through Courageous Inquiry: By daring to ask the right questions and challenging entrenched norms, marketers can pave the way for transformative change within their departments. Attendees will be encouraged to confront traditional paradigms, such as the necessity of certain roles like the CMO, the efficacy of RFPs, and the inefficiencies in billing practices. Through courageous inquiry and a willingness to embrace discomfort, organizations can unlock new possibilities, driving innovation and staying ahead of the curve in the marketing department of tomorrow.

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The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection. Are you ready? Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world. You’ll learn: - What the death of third-party cookies means for your current marketing strategies. - What marketers should be doing to prepare for these changes. - Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection. Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next. If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you. Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.

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