“Marketing is a passion for people, being curious to know how human beings behave”


For Jesús Estrada, Senior Key Account Manager at Adidas and professor in three CESTE programs (the Master in Business Administration (MBA) and Digital Marketing, the Executive MBA and the university degree in Business Administration), marketing is a discipline that requires a lot of curiosity, empathy and adaptability. On how the sector is and how future professionals should prepare, this expert is clear that success is in the combination of the use of digital tools and a concern to “observe reality and ask constant questions about how to solve the need for a person “. How have new technologies changed the way of understanding marketing? Both traditional and digital marketing have always been based on data and intuition. 10 years ago, there was a lot of insight and very long and expensive market research work. With new technologies, this has been greatly accelerated, what used to cost you a month now costs two days, you can directly contact your consumers, there is a greater margin of trial and error because investment is not so expensive … And it has also allowed hyperpersonalization with the consumer. It seemed science fiction when we saw movies like ‘Minority Report’, but the digital world has made it possible for the message to each client to be different, something that makes them feel identified with the brand. Have the new channels been an opportunity then or is it more difficult to do marketing? It can be overwhelming at first, especially if you start in digital marketing, because you find a lot of data that you have to manage, but there are thousands of opportunities. Now you can be more efficient, in time and in cost, but it is true that this also requires constant updating to be up to date, because your competitors are not standing still either. This could be a handicap, but it also makes the sector move and is constantly growing. Is there the perfect formula in marketing? Not at all, but what is certain is that marketing is a passion for people. Digital marketing gives you many tools, but the ultimate goal is to persuade the consumer, and for this you have to apply a lot of sociology, a bit of art … areas of knowledge that have always been there and that technology has accelerated, but that continue to be Just as important, what training should experts in this sector have then? What capacities are valued? The most important thing is that you have a passion for the human being, in the sociological and psychological sense. With the situation of the Covid-19 we have a good example: why did some consumers react by storing certain products? Why others, even if the risk continued to exist, took to the streets as soon as possible? To engage in marketing, you have to observe reality and ask yourself constant questions about how to solve a person’s need. From there, you have to train in consumer psychology -neuroscience is growing a lot in recent months- and, of course, know how a company works to have a horizontal vision and have the most successful tools based on their ability. On soft skills, I think empathy, active listening, and also mental flexibility are important. Brands are realizing that you have to be honest and take the consumer’s side, even if you have the best digital marketing tools, without working on these skills there is no success. How important is the creative part and how much the scientific part (understanding about metrics, knowing how to collect and interpret data …)? All the analytical part, providing intelligence to data is 90% of the work to solve a problem or elaborate a strategy, a very necessary process and one that is also becoming easier and faster. The other 10% is art, building a message that reaches the hearts of consumers: if you know the problem but do not have the key to how to communicate it, all the analytics will not matter because you will not achieve your objective or be known as a brand. From a professional perspective, what profiles are companies demanding? There are two main trends: the first one is technical profiles, app developers and IT-based technicians who know how to speak to consumers; On the other hand, there is a demand for managerial profiles, who have creative and strategic knowledge, who know how the media and advertising agencies work and are at the forefront of the teams. For people who are now training in this discipline, how will to evolve the sector? What should you take into account? There is a technological part that must be compulsory in your training (SEO, SEM, social networks, mobile environment), whether you like the internet or not, because it is where you are going the market. In the medium term, data science and artificial intelligence will also have a great future and they will be as important as the financial area, creativity or sociology. And to that we must add being curious and above all, very proactive. Training in digital marketing Both in the university career in Business Administration and in the Executive MBA, the latest trends in digital marketing and social media are transmitted to students as they are essential resources for any company. In the Digital Marketing specialty of the Ceste MBA, the objective is to provide students with current digital marketing and social media tools to help them undertake a professional / personal project or to update themselves and take advantage of all the job opportunities that offers this sector. Digital metrics, trends, SEO and SEM or ‘mobile marketing’ are some of the specific contents of this course, which is taught while learning everything related to business management.