1. Words
   1. In Present Perfect
      1. Just
         1. Reciente
      2. Already
         1. Ya
      3. Never
         1. Nunca
   2. Differences
      1. Advise
         1. Verb
      2. Advice
         1. Noun
      3. Consejo
      4. Aconsejar
      5. De acuerdo al formato
         1. Dot
         2. E-mail
         3. Period
         4. Text
         5. Point
         6. Numbers
      6. Punto
   3. Sleepy
      1. Adormilado
   4. Whiplash
      1. Latigazo
   5. Repurpose
      1. Readaptar
      2. Reconvertir
   6. Concern
      1. Preocupado
   7. It's worth a shot
      1. Vale la pena intentarlo
   8. Biased
      1. Parcial
   9. Vying
      1. Competir entre si
   10. Regarding
       1. Con relación a
   11. Mess
       1. Desorden
   12. Fair
       1. Justo
   13. Se ubica después del have y antes del been
   14. Idiom
2. Marketing Trends
   1. Short-form Video Content (TikTok, Reels, YouTube Shorts, etc.) will continue to rule
      1. TikTok Impact on Purchases
         1. 56% of U.S. consumers buy products influenced by TikTok ads
         2. 36% are open to such purchases
      2. Short-Form Video Marketing Trend
         1. 53% of marketers use TikToks, Reels, and YouTube Shorts
         2. 38% maintain/increase investment; only 8% decrease
      3. Advantages of Short-Form Videos
         1. More effective for B2C and B2B marketers
         2. Fits fast-paced online attention spans
         3. Low bandwidth and quick information delivery
      4. Jotform's Success with Video
         1. Jotform's YouTube video strategy led to 16,000+ subscribers
         2. Marked rise in site traffic and signups
   2. Creating content reflecting the brand's values will be key to retaining your customers
      1. Consumer Emphasis on Brand Values
         1. 82% of shoppers prefer consumer brands with aligned values
         2. 75% have severed ties with brands due to conflicting values
      2. Brand Strategy in Aligning Values
         1. Brands prioritize showcasing values to maintain audience favor
         2. 45% of marketers plan increased investment in value-focused content
         3. 43% will maintain 2023 investment levels
         4. Only 9% intend to decrease their investment
   3. Native advertising/sponsored content is stil valuable
      1. Native Adverstising Investment (2024)
         1. 36% of marketers plan to increase investment
         2. 56% maintaining current levels; only 9% decreasing
      2. Native Advertising Overview
         1. Involves featuring content on third-party sites
         2. Aims to blend in rather than interrupt
      3. Consumer Engagement
         1. Native ads more engaging, viewed over 50% more than banner ads
      4. Examples (Instagram)
         1. Instagram utilizes native advertising
         2. Features like Stories or Shop allow brands to subtly promote within user-generated styles
   4. Influencer marketing is still crucial
      1. Influencer Marketing Trends (2024)
         1. Influencers dominated social media in 2023
         2. La Roche-Posay's successful campaign at the US Open exemplifies this trend
      2. Continued Momentum in 2024
         1. 84% of surveyed marketers plan increased influencer marketing investment
         2. Slight dip from 89% in the previous year
      3. Collaboration Effectiveness
         1. Partnering with influencers and industry thought leaders expands brand awareness and gains new fans
      4. Micro-influencer's popularity
         1. Micro-influencers (10,000 to 100,000 followers) preferred for affordability and success
         2. 64% of marketers in 2023 chose micro-influencers over celebrities or macro-influencers
   5. Leveraging AI will only increase into the new year
      1. AI Impact and Trends (2024)
         1. In 2023, 48% of marketers used AI for content creation
         2. 88% plan to maintain or increase AI investment in 2024
         3. 15% will leverage AI for the first time
      2. Advantages of AI for Marketers
         1. Streamlines processes and saves time
         2. Crucial for competitiveness and meeting demand
      3. Personal AI Experience
         1. Tried AI for TikTok video creation, found it quick and easy
         2. Encourages exploration of AI tools for efficiency
   6. VR and AR colud be making a comeback
      1. VR and AR Trends (2024)
         1. In 2021, 35% of marketers used VR or AR
         2. Almost half planned increased investment in 2022
         3. By 2023, 27% planned to stop using VR and AR
      2. 2024 Investment Outlook
         1. Only 13% of marketers plan to decrease VR and AR investment
         2. 84% plan to maintain or increase investment compared to the previous year
      3. Shift in Adoption Challenges
         1. Initially slower adoption due to expensive equipment and bulky headsets
         2. Trend reversing as VR glasses and AR apps become more accessible
   7. Podcasts and other audio content are still on the rise
      1. Podcast Popularity (2023)
         1. 42% of Americans (12 and older) listened to podcasts in the past month
         2. 5% increase from 2020 and 30% from 2013
      2. Online Audio Consumption
         1. 5% listened to online audio in the past month; 70% in the past week
      3. Marketer's Plan (2024)
         1. 82% of marketers intend to increase or maintain investment in podcasts and audio content
   8. Blogging isn't going anywhere
      1. Blogging's Continued Impact (2024)
         1. 92% of marketers plan to maintain or increase blogging investment
      2. Effectiveness and Endurance
         1. One in three marketers actively uses blogs, proving their ongoing effectiveness
      3. Consumer Engagement and SEO
         1. Blogs, read 1-4 times monthly, often lead to brand purchases
         2. Enhance search potential and ease of SEO implementation
      4. Practical Example
         1. A virtual accountant blog post can attract clients through Google searches
      5. Encouragement for Marketers
         1. Blogging remains a valuable strategy for engagement, conversion, and search visibility
   9. Marketers will continue to leverage infographics
      1. Infographics Impact (2024)
         1. Infographics blend visual appeal with rich information
         2. 88% of marketers plan to increase or maintain their infographic investment
      2. Credible Data for Impact
         1. Credible data enhances compelling storytelling
         2. Surveyed marketers utilized data for impactful content creation
   10. Selling on social media will be even more normalized?
       1. Social Media and Shopping Integration
          1. Instagram, Facebook, TikTok incorporating shopping features
       2. Changing Shopping Habits
          1. 71% Gen Z, 51% Millennials prefer discovering products on social media
       3. Anticipated Trends
          1. Social media shopping becoming the norm
          2. 47% of marketers increasing investment; 40% maintaining current levels
   11. Most marketers will focus on three to five social media platforms
       1. Platform Usage Overview
          1. Marketers typically use four platforms: Facebook, Instagram, YouTube, X, and TikTok
       2. Realistic Managament Range
          1. Managing three to five platforms is practical for effective reach
       3. Key Questions for Platform Selection
          1. Consider team size, audience alignment, time for strategy mastery, current relevance, and content repurposing opportunities
       4. Strategic Prioritization
          1. Brands can prioritize platforms based on team capacity and alignment with strategy
   12. Web teams won't forget about video and image SEO
       1. SEO Beyond Text
          1. SEO involves optimizing videos and images for Google Images and video carousels
       2. Optimization
          1. Image
             1. Involves compressing files for faster page speed
             2. Requires keyword-optimized alt text
          2. Video
             1. Embedding a video with a related topic or keyword into a blog post
       3. Current Marketer Practices
          1. 53% of SEO-using marketers have strategies for image and video optimization
          2. 49% consider it their most effective SEO tactic
   13. Link-building will help brands grow authority - and search ranking
       1. Link-Building
          1. Impact
             1. When reputable sites link to yours, it boosts credibility and Google ranking
          2. Goal
             1. Encourages other sites to link to yours
       2. Effective Strategies
          1. Creating shareable content and reaching out to share it
       3. SEO Marketer's Perspective
          1. 48% use backlinking and link building
          2. 63% find it the most effective SEO tactic.
   14. Historical optimization will help old web pages get new traffic
       1. Optimization Past Success
          1. Marketers prioritize optimizing past successful ideas
       2. SEO Focus
          1. SEO values up-to-date and engaging content
       3. Efficient Content Repurposing
          1. Repurposing existing content for various formats is an efficient strategy
       4. Historical Optimization in SEO
          1. One in four SEO marketers use historical optimization
          2. 29% find it effective
   15. Voice search optimization could become more of a priority
       1. Voice Search Optimization (2024)
          1. 41% of marketers increasing investments, expecting higher priority
       2. Shifting Perspective
          1. 28% planned to stop voice search optimization in 2023
          2. Reduced to 14% for 2024 plans
       3. Optimizing Strategy
          1. Frame content around questions for voice search
          2. Focus on short, informational queries and local, conversational searches
       4. Strategic Advice
          1. Aja Frost suggests structuring content with anticipated user questions for better voice assistant recognition
3. 4Ps of Marketing Mix
   1. Product
      1. Quality
      2. Packaging
      3. Design
      4. Brand
   2. Price
      1. Retail price
      2. Payment plans
      3. Discounts
      4. Credit terms
   3. Promotion
      1. Advertising
      2. Public relations
      3. Personal selling
      4. Email
   4. Place
      1. Retail location
      2. Delivery
      3. Downloads
      4. Distribution
4. Reporting
   1. Promises
      1. Reportar
         1. Contar algo que se menciono
         2. Examples
            1. I'll work harder
            2. What did he say?
            3. He promised to work harder
            4. Past simple
            5. I'll be a good leader
            6. What did she say?
            7. She promised to be a good leader
            8. We will go to the wedding
            9. What did they say?
            10. They promised to go to the wedding
   2. Advice
      1. Reportar
         1. Contar algo que se aconsejo
      2. Examples
         1. You shouldn't go there
         2. What did they say?
         3. They advised us to avoid that place / that street / that city
         4. Tom, you should see a doctor
         5. What did she say?
         6. She advised him to see a doctor
         7. Monica: "Laura, you should leave early"
         8. What did her boss say?
         9. Monica advised her to leave early
   3. Requests
      1. Reportar
         1. Contar algo que se solicito
      2. Examples
         1. Don't eat too many sweets
         2. What did the dentist say to John?
         3. The dentist asked John not to eat too much sweet
         4. Please, don't go home
         5. What did Maria say?
         6. She asked them not to go home
   4. Negative Orders
      1. Reportar
         1. Contar una orden negativa
      2. Example
         1. Be quiet and list to me
         2. What did Pablo tell his students?
         3. He told them to be quiet and listen to his words
   5. Reporting + to-infinitive
   6. Reporting verb + object + to-infinitve
   7. Not + to-infinitive
5. Practice
   1. Material
      1. Marketing plan
         1. Activities involved in achieving specific marketing objectives
      2. Emotional marketing
         1. Refers to all marketing activities aimed to arouse emotions
      3. Product placement
         1. Products that are exposed by paying for them to be featured in films
      4. Celebrity endorsement
         1. A campaign that involves a famous person to promote a product
      5. Digital marketing
         1. The promotion of products or brands via electronic media
      6. Drip campaign
         1. A way of advertising a product or service in a series of emails
      7. Burst campaign
         1. To make an app for the purpose of promoting a product or service
   2. Reporting
      1. First part
         1. Patricia: "You shouldn't drink coke"
         2. Patricia advised him/me not to drink coke
         3. He promised came as sonn as possible
         4. He promised them to be there/come as soon as possible
         5. Don't eat meat on Fridays (advice)
         6. He advised them not to eat meat on Fridays
         7. Lucia: "Don't fly via Paris!"
         8. Lucia advised them not to fly via Paris
         9. My daughter promise cleaning her room later
         10. My daughter promised me to clean her room later
         11. Why don't you go for a walk (advice)
         12. They advised me/them to go for a walk
      2. Second part
         1. William: "I'll phone Romy on Sunday"
         2. William/He promised to call/phone Romy on Sunday
         3. He promise is here for the meeting
         4. He promised to stay here for the meeting
         5. Teenager: "Don't come any closer or I'll jump". (order)
         6. He told me not to come any closer or he jump
         7. Jane: "She won't" tell anyone the secret"
         8. She promised her not to tell anyone the secret
         9. The doctor advice her not to drink alcohol
         10. The doctor asked/advised her not to drink alcohol
         11. We won't answer any questions about our private life (order)
         12. They told us not to answer any questions about our private life
   3. Homework
      1. Don't do it! (order)
         1. She told him not to do it
      2. Can you help me with my homework? (request)
         1. They asked her to hlep with homework
         2. They asked her to help with my homework
      3. Don't be late! (order)
         1. He told her not to be late
      4. I don't think I'll buy this notebook after all (promise)
         1. He promised not to buy that notebook
      5. All right, I'll do it (promise)
         1. She promised to do it
      6. Please get me a cup of tea (request)
         1. She asked him to get a cup of tea
      7. Could you tell me where the post office is? (request)
         1. She asked him to tell her the direction of the post office
      8. Judge: I'll see the documents (promise)
         1. The judge promised her to see the documents
      9. Manager: Don't say anything at this point (order)
         1. The manager told them not to say anything at this point
      10. Can you wait a moment, please? (request)
          1. She asked him to wait a moment
6. Debate
   1. Useful Expressions
      1. Giving an opinion
         1. In my opinion...
         2. The way I see it...
         3. If you want my honest opinion...
         4. According to (person's name)...
         5. As far as I'm concerned...
         6. If you ask me...
         7. From my perspective...
         8. I think...
         9. Personally...
         10. I strongly believe
         11. It seems to me that...
         12. It is a thought that...
      2. Expressing agreement
         1. I agree with you 100%
         2. I couldn't agree with you more
         3. That's so true
         4. That's for sure
         5. You¿re absolutely right!
         6. Exactly
         7. I was just going to say that
      3. Expressing disagreement
         1. I don't think so
         2. I'm afraid I disagree
         3. I beg to differ
         4. Not necessarily
         5. That's not always true
         6. I respectfully disagree
         7. I totally disagree
   2. Questions
      1. Is the customer always right? Why yes or why not
      2. Is an automated customer service system more effective and efficient than humant interaction?
7. Various
   1. Object Pronouns
      1. Me
         1. A mi
      2. You
         1. A ti
      3. Him
         1. A él
      4. Her
         1. A ella
      5. Its
         1. A eso
         2. A esa
      6. Us
         1. A nosotros
      7. You
         1. A ustedes
      8. Them
         1. A ellos
         2. A ellas
8. Key vocabulary
   1. Marketing mix
      1. Se refiere a las estrategias y tácticas que una empresa utiliza para promocionar sus productos
         1. Product
         2. Price
         3. Place
         4. Promotion
   2. Branding
      1. Gestión de marca
   3. Advertising
      1. Publicidad
   4. Target audience
      1. Público objetivo
   5. Advise to
      1. Aconsejar a
   6. Promise to
      1. Prometer que
   7. Product feature
      1. Característica del producto
   8. Packaging
      1. Embalaje
   9. Sense of urgency
      1. Sentido de urgencia
   10. A guiding coalition
       1. Una coliación guía
   11. To stand out
       1. Destacar
   12. Marketing trend
       1. Tendencias del mercado
   13. Drip campaign
       1. Campaña de goteo
   14. Burst campaign
       1. Campaña agresiva
   15. Celibrity endorsement
       1. Respaldo de celebridad
   16. Emotional marketing
       1. Marketing emocional
   17. Winning friends
       1. Ganar amigos
       2. Amigos ganadores
       3. Depende del contexto
   18. Structures approach
       1. Enfoque estructurado
       2. Acercamiento basado en estructura
   19. Change management
       1. Gestión del cambio
   20. Sponsorship
       1. Patrocinio
   21. Ejemplo
9. Target Market? (Examples)
   1. Product
      1. Feature Truffles
   2. Price
      1. $25
   3. Promotion
      1. Advertisement in Fancypants Magazine
   4. Place
      1. Polo Club
   5. Product
      1. Vegetarian
   6. Price
      1. 25 Pennies
   7. Promotion
      1. Includes Good Karma Fries
   8. Place
      1. Public Parks
   9. Product
      1. Waterproof Packaging
   10. Price
       1. 25 Goats for a Shipload of Burgers
   11. Promotion
       1. Free Helmet with every order
   12. Place
       1. Seaside Delivery