Interview with: Álvaro Lozano Fuentes

  1. What motivates you to get up in the morning?

Be useful in something, help someone, try to be kind and try to make life more enjoyable for those around you. Every day is an opportunity to try to improve a little both personally and professionally. And every morning, I am motivated by the thought that I can do something a little better than the day before. Whether at work, or outside of it. With your family, friends, work colleagues, new acquaintances and, in general, anyone you may come across in your day-to-day life.

It also motivates me to learn, especially in the digital field in which I have been working for almost a decade.

  1. Are you an expert in Digital Marketing? What are the key points in your work?

Not much less! I am still a long way from becoming an expert in digital marketing, given that it is a very wide and ever-expanding world. Regarding SEO, I currently work as an SEO Specialist (Project Manager) in one of the most competitive industries that exist today, sports betting. I have been working in SEO for about 5 years and I do consider myself advanced in this area.

The key point I consider to be proactivity and constant learning. In our sector, you must be up to date with all the changes that are taking place and you must know how to adapt well to any innovation coming from Google or any new tool that can make your work and day-to-day life easier. Another key is teamwork, you must be able to communicate constantly with different members of the company, or agencies.

  1. What is your opinion about the digitization era in which we live?

We live in a constant digital change. In just a decade, the digital landscape has changed radically. And in the next decade, it will change even more thanks to advances such as artificial intelligence, machine learning, etc. I think that we have no choice but to support this technological advance and try to be part of it. Being daily informed of what is happening, and trying to absorb as much knowledge as possible in your field is key to not being left behind and being able to add to this digital wave.

  1. What advice can you give to people who are still searching for their passion?

That is a good question. Personally, it has always been difficult for me to find my passion when it comes to work. I love music, water sports, animals, but at work it is not so easy to find something that you like as much as a hobby or a sport. In my case, it was clear from the beginning that the digital world caught my attention, so I started there. And little by little, you make your way and discover your own path.

My advice would be to discard what you don't like, in my case, for example, the financial world. This makes it easier to choose. Once you know what you don't want to do, bet on what you like best within the available options. In the beginning, everything costs a lot. But based on effort and perseverance you will be able to turn a choice into a job, and over time that job into your passion.

  1. What are the common problems in companies?

Each company is a world, and as in all families, each one has its own problems. It will depend on the industry, size, culture, type of leadership, etc. I would dare to say that the most common problem is communication. Establishing clear and direct communication at all levels is essential and I believe that all companies that may be experiencing some type of problem are mainly due to this cause.

  1. What inspires you?

I am one of those easy people when it comes to inspiration. From a book, a walk, a movie, a conversation, an event, a YouTube video, anything! Inspiration, from my point of view, is a state of mind. It is being with an open mind, prepared, willing to allow things to happen to you, that the environment that surrounds you is a motivation, a constant inspiration.

  1. You are always learning more, developing your professional brand. Why is it very important to do it?

If you don't keep learning, you stop being competent and therefore, in the long run, you lose your job. Learning, as I mentioned before, is essential in a world that changes drastically every decade.

  1. Can you recommend any book?

Of course, a very good one that I have read is called “Stop Being You” by Joe Dispenza. A book that is closely related to psychology. I also recommend reading Stephen Covey's classic "The 7 Habits of Highly Effective People." Finally, another book that I recommend reading if you are interested in the world of Neuromarketing is "Buyology" by Martin Lindstrom.

  1. How many languages do you speak? How many more would you like to learn?

I currently speak three languages well: Spanish, Catalan and English. Put to order, I would love to learn to speak Russian, Chinese or Japanese. But I see it as too complicated a challenge!

  1. Why are you interested in neuroscience and neuromarketing?

I studied Psychology and Marketing because I was fascinated by human behavior and biology, and later by the world of marketing. I think it's very interesting to understand how people's decision processes work at a physiological level. Neuromarketing is a scientific discipline that tries to understand how human behavior works when purchasing a product or service thanks to the use of medical tools such as magnetic resonance imaging, among others.

  1. Can you describe your first webinar? What feelings did you have?

In my first webinar I felt excited and expectant, since it was the first time that I would do a live class through the internet (without seeing the participants). Everything new excites.

  1. The best lesson that life has given you

Life has given me many lessons. We can summarize them all in one: life does not always go as one would like. You have to learn to adapt to unexpected situations, and above all, be grateful.

  1. Tell us the phrase that could characterize you

I think that a phrase that could characterize me would be “At the service of others”. I like to give, I enjoy helping others as much as possible. Whether in the work environment, with classes or in other personal areas.

  1. Who is the person who is successful in your opinion (key points of successful people)

In my opinion, anyone who is struggling to be a better person every day, to contribute something to society, already has all the success in the world.

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