What's right and fair on a Digital Era. Do I have to pay for an intangible product?

Digital Revolution comes plagued of dilemmas, questions and uncertainties that terrify the heads of print media companies. Like the old quote says “Evolve or die” companies has to be dynamic, agile and flexible, more than ever. 

An example of a rigid company that did not adapted to the requirements of a changing market, is Kodak This Company was the leader of the photography’s world. When the digital cameras appear, they decided to stick to their same market and products, now they are about to disappear(2013 annual loss of $1.38 billions)

Markets and consumers' perceptions are changing; people are more willing to pay for digital content; especially in Music, Movies and Magazines. However the newspapers are more complicated that it seems.

First issue

The classic tradition of sitting for hours to read the news doesn't exist anymore.

Reading the news was considered a daily ritual (especially on weekends), gone are the years, where man sat on their favourite couch to smoke pipe and read the News.

People don’t have time anymore, they find out about what’s happening through social media, app’s alerts (probably if they wait to read it on the news the next day, the information would have been confirmed and disconfirmed 5 times before and people will be ready to create a reality show.). Besides, smoking is a frowned habit and women probably are more aware of what’s happening than men.

Second Issue

Why should I pay if Information is Free?

People love to have free stuff. Food samples, promotional gifts, extra product etc.

So if I want a printed newspaper, I could have the Metro in every corner of New York, so why should I pay $2.50 in the newsstand to get the New York Times?

The answer is simple Content, Content, Content…

No so Fast! If I want to be delighted for the exquisite writing of Paul Kruman, David Brooks or Maureen Dowd. I should be free to read their blogs and enjoy their writing. They as well should be free to expand the spectrum of readers all over the world.

The Dilemma

What content should be free and which content should cost?

Digital revolution appeals to the idea of “free speech and free content”. However, people should know that it’s the same hard work (even harder some times); the main difference is that it’s intangible.

The value perception is the one that has to be changed, quality products needs time and effort, thus they need an investment of time and money.

It is a dual work of media to and consumers to set the bases of what should cost and what should be paid by investment of sponsors and advertiser.

The Digital world is in constant recalibration, due to his dynamic nature!

Fascinate Test

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Fascinate Test

I have to say I was kind of uncertain when I was registering for this test. I have taken thousands of tests in my life, some of them interesting, some of them not that much. But the most important part is the results, and how they explain the personality of the test-taker.

Apparently I’m a “Rockstar” the Catalyst profile was the result of my test, driven by passion and creative thinking. Someone who is in constant search for new challenges.

This is amazing! This is how I always describe myself, it couldn't be more accurate.

I think something that make special this test is having a result video that explains each profile, it is more engaging that simply read results; imprint a human touch on it.

Regarding the result, I was moved by something she mention in the video about the catalyst profile

“Don’t allow to shut yourself into a box”

This has been one of my biggest fears. I don’t want to realize, that one day I stopped innovating and creating; that some how I adapted to a routine that consumes me, and prevents to achieve the projects that someday I wanted to do. And at the same time with the results of this test I know I need to be more calm, since my passion and rebellion's levels are really high. Routine and inflexible structure can frustrate me really easily, so I know is something where I have to work harder.

It is the most accurate test I have taken!

So what’s next?

It’s really important to tap my abilities; my motto has always been “passion is the engine that drives happiness”

If your job passionate you; It's probably that you are going to do it better than anyone and you won’t considered it as work. However, in every aspect of life we need to find a balance, so it is important to improve my trust trigger to improve stability.

By doing that, my rockstar profile will be exploited, always keeping the passion, being intelligent and patient until my work payoff.

Like Mick Jagger or Paul Mc Carney that they are successful, entrepreneurs, millionaires and still rockstars!

Storytelling engages and fulfils dreams

Nowadays we are witnessing a critical shift in marketing and communications. In the past, people believed that to be successful in this business, you should overexpose the customer until they get overwhelmed. That way, people would remind your brand; therefore they would consume your product.

Ridiculous! These underestimate the consumer, and your product; there is no point of relationship.

Luckily this has changed…

The relationship between a brand and the costumer should be like a love story. A product is not an inanimate object; it’s as whole experience.

Brands have to tell a story that engage the costumer, they have to continuously procure them, so they can create an intimate relationship and as result they will gain their heart or they can conform with their brand Loyalty.

A brand that connected me into their story is "Nike". As sports lover and specially soccer, I always spend time investigating about different products and brands. Who have the best outfits, best shoes, athletes etc. 

When I was a kid, I always loved to see my favorite player in the commercials, it has always been a good way to engage with people; and feed the kid's dreams of being a professional players.

But I think one of my favorites marketing stories was Nike’s soccer campaign "Take It to the Next Level" that was launched in 2008 for the Eurocup soccer tournament.

Nike’s marketing team are truly geniuses. But what makes this campaign so special?

They considered this children’s dream, of being a football player (soccer is only in America) and translated into a masterpiece.

In this commercial, you are the main character; from the scouting moment, passing through all the hard training, parties, fame, difficult situations etc..

What has been amazingly achieved is that you’re facing the best players in the world and you can actually feel the harshness of the game.

I think Nike have always made a terrific job talking about marketing, however I also think they are a little bit overdue in content marketing. Being aware of this, Nike has already started to address their efforts towards this engaging weapons, strategies like Nike plus or Nike Running blog are just a few examples of their strategy.

Nike is considered the most innovating brand in 2013; I think we'll see so many ways to engage sports lovers.

We live in a non-stop world where communications are like raindrops on a heavy storm, how can we catch people attentions and engage them?

Everything is about passion, if you put that passion into your work, your raindrop will shine and you will catch peoples attention.

Our work as marketers is to tell stories that arouse emotions. Hence, make that raindrop shine.

Who am I?

I am marketer, athlete, minstrel, dreamer and a little wacky at the same time. I firmly believe that we have to follow our dreams and found the passion in our life. I think that marketing should be agile, it is a melting pot that changes every day, adapting to the world’s needs.

Where I come from?

I grew up in Mexico City one of the biggest and craziest cities in the world (perhaps that explains a lot about me), an energizing city with an amazing charm.

My background

I have my bachelors in advertising and communications; I have worked for marketing and advertising agencies in the past. I moved to New York to start my masters. Marketing is so demanding, that we have to be extremely well prepared.

What I will writ about?

In this blog I will try to share this dynamic turns that marketing does, in specific fields that are so interesting to me.

 New York offers the best content that inspires writing, a city that is alive; this will be my marketing laboratory.

In this blog I will try to share this dynamic turns that marketing does, in specific fields that are so interesting to me.

 New York offers the best content to be inspired when you write, a city that is alive, this will be my laboratory for my marketing skills.