News

• A total of 60 half-hour conferences offered attendees a 360º vision of marketing.
• This edition’s challenges: To bring marketing closer to society at large, analyse the latest trends, share know-how, do networking and define new competencies that professionals in the sector must take on.

The second edition of Be Marketing Day held on October 2nd in EADA fulfilled its objective of bringing marketing closer to society and analysing the latest trends in this field that is becoming more and more strategic for companies and constantly evolving.

Throughout the morning over 500 people of different ages and professional backgrounds went from classroom to classroom attending some of the 60 half-hour conferences which were given simultaneously by first class speakers from the business world and academia. The conferences were grouped into seven large thematic blocks: Marketing strategy in the commercial area (Be Commercial), Actions targeted at the customer (Be Customer), Pharmaceutical marketing  (Be Healthy), International strategy (Be International),  the Multichannel purchasing experience (Be Multichannel), Neuromarketing (Be Neuromarketing) and Digital marketing (Be Online):  Gamification strategies to sell more (live game), Brand monitoring in digital spaces  and The launching process of an  online start-up.

Hundreds of people of different ages and professional backgrounds crowded into the EADA entrance hall to attend some of the 60 conferences that they had signed up for previously.

A global vision

The challenge was to provide a 360º vision of marketing. Juan Carlos Serra, director of the EADA Higher Master in Pharmaceutical Marketing and coordinator of Be Healthy explained, “marketing is a cross-discipline science that should not be restricted to the corporate field but can also be applied to the personal sphere  –personal branding–. To which, David Roman, director of the EADA Product Manager – Postgraduate in Marketing and coordinator of Be Customer, added: “Marketing should be used to adapt the organisation to its customers’ needs, to uphold the company’s reputation and to enamour its consumers so that they will not only buy its products or services but also recommend them to their friends”.

Current issues

The speakers addressed the latest issues in the marketing sector such as, for example, which strategies are more effective for selling more and furthering the relationship with the customer. In this respect, Arianna Tregón, Web Manager at Vueling Airlines, pointed out that “nowadays it is crucial to understand the customer very well, to know what their tastes and interests are and look for methods through innovation to reduce frictions with them”. To which, Marzban Cooper, former Marketing manager at eDreams, added “we need to think of customers as fans, because consumers are the ones who buy from you and fans are the ones who follow you”.

Arianna Tregón explained the Vueling Airlines digitalisation process in Be Customer.

In relation to this issue, the role of neuroscience was discussed for finding out exactly which stimuli the consumer responds to and how brands can take advantage of this knowledge to influence them in their purchasing decisions. Voices were also heard in favour of guaranteeing a multi-channel purchasing experience, with attractive points of sale where emotional ties are created with customers and with a 24-hour online service with the same quality parameters as the offline channel, where consumers interact with the brand.

Finally, in Be Healthy, emphasis was placed on prioritising the value that a medicine must bring to each patient in order to improve their quality of life, and in Be International various strategies were discussed for exporting successfully, above all, choosing the market well depending on the business opportunities offered in the country in question as well as the company’s real growth potential.