It is our pleasure today to introduce you to Enrique Muñoz, a former student of EAE Business School’s "Master in Marketing and Commercial Management"://en.eae.es/full-time/marketing-y-comercial/master-en-direccion-de-marketing-y-gestion-comercial. Recently, Enrique set up a new Online Marketing company, Globo a Marte, and we wanted to take this opportunity to find out a bit more about his professional career as he embarks on this new stage.
Let’s start with his EAE EXPERIENCE:
WHY DID YOU DECIDE TO TAKE A MASTER IN MARKETING AND COMMERCIAL MANAGEMENT?
I had completed my Degree in Business Administration and Management, which opens up a world of employment options. Of all of the departments in a company, it was marketing that grabbed my attention most, without a doubt.
Moreover, I am a great enthusiast of television advertising. I really enjoy watching how big brands transmit their image. I never miss El Sol, the annual Ibero-American Festival of Advertising Communication.
WHY DID YOU PLACE YOUR TRUST IN EAE TO GIVE YOU THIS TRAINING?
Mainly, for two reasons. The first was EAE’s ranking in the El Mundo league table. At the time, I did some research into Master’s programmes in Madrid and, in terms of value for money, EAE was the most convincing option. The second reason was that a former university classmate was taking the same Master. After speaking to her, I didn’t have to give it any more thought.
AFTER YOUR TIME AT THE SCHOOL, WHAT WOULD YOU SAY EAE CONTRIBUTED TO YOUR PROFESSIONAL LIFE?
I remember that the Master covered a blend of traditional marketing with newly emerging Online Marketing, of which I had little knowledge. It was important that the teachers were working in the subjects that they taught and, together with experience that the majority of my classmates had, they helped me significantly in terms of my professional life.
However, there is now doubt that the Final Project of the Master benefited me the most. We did our project on the 100 Montaditos chain of bars and it was a great experience. In fact, somehow the CEO of the Restalia Group heard about it and we presented the marketing plan that we had developed to him. He loved it.
Now, we would like some insight into your professional career and what drove you to become an entrepreneur:
WHAT DID YOU DO BEFORE YOU BECAME UNEMPLOYED?
After finishing the Master, I did a work experience placement and they hired me as the Marketing Director of a technological company in Huelva. In addition, our final project of the Master was on the 100 Montaditos chain and we collaborated with them for a while as marketing consultants.
When I became unemployed, I didn’t have any doubt at all. It was time to become self-employed. I decided to join forces with Belén Espino, my partner, and set up an Online Marketing agency.
WHAT DROVE YOU TO EMBARK ON THIS PROJECT AND, ABOVE ALL, WHY THIS BUSINESS AND NOT ANOTHER?
Online Marketing has usurped traditional marketing. In offline advertising, companies spend a huge budget and are later unable to measure the impact on sales adequately. In online marketing, you can measure how many people are shown your advertisement, how many click on it and how many make a purchase. This enables you to measure the ROI of a campaign simply, all with a budget that is far lower than for an offline campaign.
It was our intention for our name to capture this definition of Online Marketing: with a small budget (just a balloon) you can reach great heights (all the way to Mars).
ON THE GLOBO A MARTE WEBSITE, YOU DEFINE YOURSELF AS A STRATEGIST, CREATIVE PROFESSIONAL AND PASSIONATE ENTHUSIAST OF THE ONLINE WORLD. IN THIS RESPECT, COULD YOU TELL US ABOUT THE MOST CREATIVE THING THAT YOU HAVE DONE SO FAR IN AN ONLINE CONTEXT?
We were recently contacted by a customer that wanted to promote their theatre production, a Disney musical. They had never done anything online and they needed to increase tickets sales. We developed various promotions on Facebook for them, including a competition in which there was a prize draw for a pair of VIP tickets. Two families with their children had the opportunity to go backstage and meet the Disney characters. The children absolutely loved it and the campaign was pretty successful.
NOWADAYS, WE ALL KNOW THAT THERE IS GREAT COMPETITION IN THE ONLINE SECTOR. WHAT COMPETITIVE ADVANTAGE SETS YOU APART FROM THE OTHER COMPANIES OFFERING THE SAME SERVICES AS GLOBO A MARTE?
Right from the start, we strove to link our quotes to results, thereby ensuring success with each service. We aim to take great care of the customer and let them see that Online Marketing increases their company’s sales with a reasonably small budget. We explain to them what we are doing and why it is important. We even give them training so that they will be able to do it in the future.
LASTLY, IF YOU HAD TO SET UP ANOTHER COMPANY, WHAT TYPE OF PRODUCT OR SERVICE WOULD YOU OFFER?
I would opt for something in the online world for sure. E-commerce interests me greatly. In the case of the highly fashionable dropshipping (B2B2C), you can comfortably work from home, spending a few hours a day doing online marketing to generate traffic, which you can later convert into sales. Best of all, with the tools that Online Marketing equips us with, we can measure the effectiveness of all of the actions with the Google Analytics Conversion Funnel and optimize the conversion rate in Google AdWords.
Thank you very much Enrique! We hope that this new stage is extremely fruitful for you!