Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.
Hay quienes dicen que la información es el nuevo petróleo. Las tecnologías de big data y analytics abren innumerables posibilidades, principalmente para quienes trabajan con planeamiento de comunicación y marketing. Por otro lado, es necesario recordar que los principios de este trabajo continúan siendo los mismos. No sirve hacer un plan de relevamiento y análisis de datos si el objetivo central de la campaña no es el propósito primordial del marketing: la conquista del cliente.
Philip Kotler, autor de los conceptos más tradicionales de marketing, coloca al cliente como la finalidad central de las acciones. Este principio no cambió, lo que tenemos ahora son nuevas herramientas y modos de hacer esta conquista.
Con el análisis de datos públicos disponibles en la red podemos saber dónde se encuentra nuestro cliente, qué le gusta, en qué horario está online y cómo se comporta en las redes. Conseguimos también hablar directamente con esta persona cuando utilizamos herramientas de segmentación.
Son soluciones que facilitan, y mucho, el trabajo del profesional de marketing, pero que también pueden limitar las perspectivas de crecimiento del negocio. Una de las grandes trampas del marketing digital puede ser justamente la segmentación excesiva del target. Los que dependen de las mediciones y segmentaciones pueden terminar cerrando puertas a nuevas oportunidades.
Dependiendo del producto, una campaña más amplia puede atraer la atención de otros públicos o incluso, generar recomendaciones. Cuando una marca es conocida por un número mayor de personas, el reconocimiento del cliente tiende a aumentar en esta misma proporción.
Esta fue la lógica que tuvo tanto éxito con los anuncios en el horario estelar de la televisión en las décadas de los 80 y 90. Miles de personas veían el anuncio, aunque sólo una pequeña parte de ellas era realmente cliente potencial para ese producto. Y hay marcas que son reconocidas hasta hoy. Actualmente, sin embargo, es muy raro ver una marca ofreciendo insistentemente su producto a todo el mundo.
Integración de estrategias
El perfil de preferencia y comportamiento de consumidores y clientes ha cambiado. Las personas buscan contenido de calidad y características para identificarse con esa marca. Por ejemplo, las marcas que poseen contenidos relevantes en las redes sociales conquistan mayor número de seguidores, independientemente de si son clientes o no. Recientemente, una encuesta realizada por LinkedIn mostró que el conjunto de personas que utiliza la red social para buscar contenido es 15 veces mayor que el grupo que está en busca de empleo.
Son las interacciones y el intercambio de contenido relevante lo que hace el éxito de una campaña digital, pero estas interacciones no sólo parten de acciones online. Recientemente, Unify participó en un gran evento de tecnología, como expositor, acción que siguió una metodología bien tradicional de marketing y, además del éxito en el stand, nuestra presencia en las redes sociales hizo toda la diferencia. Conquistamos un alcance de casi 100 mil personas con nuestras acciones digitales y, casi tres semanas después del cierre del evento, seguimos estableciendo contactos con stakeholders en las redes.
En este caso, fue el marketing tradicional el que abrió espacio para una campaña digital muy exitosa. Otro punto importante fue la uniformidad del discurso en nuestros medios sociales, en las redes de nuestras empresas asociadas y de nuestros ejecutivos. Cuando las informaciones en diferentes canales son coherentes , ganan credibilidad junto con el cliente.
Por todo ello, una de las estrategias que más valoramos y estimulamos es la participación de líderes y de socios en las redes. Cuando un líder produce contenido de calidad, atrae atención hacia la marca que representa y se acerca más al potencial cliente.
Uno de los conceptos más conocidos para estas acciones es el de «Cultura participativa», defendido por el profesor Henry Jenkins, uno de los mayores investigadores en medios digitales del mundo. Él dice que «el flujo de contenidos por múltiples plataformas de medios, la cooperación entre múltiples mercados mediáticos y el comportamiento migratorio de los públicos de los medios de comunicación», crean una cultura de convergencia. Cuando el contenido de su empresa es convergente en las redes sociales gana relevancia y, al mismo tiempo, gana la credibilidad de quien realmente interesa: El cliente.
Los chatbots ya han empezado a infiltrarse en el mercado a un nivel básico, pero en el futuro podrían convertirse en nuestra fuente de conversación más común.
Aunque todavía hay una probabilidad baja de guerras comerciales, vale la pena observar de cerca las decisiones en cuanto a la política, y las respuestas internacionales que generen, para estar atentos a las señales de escalada.
Un solo negocio puede tener diferentes buyer personas; esto quiere decir que el mensaje tendrá que irse adaptando al perfil y necesidades de cada comprador.
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Since you were six years old, After I fell down and started practicing martial arts, my Luo family s strength increased several times.As soon as he entered the courtyard, Li Hu came over Young Master, the owner of the village Someone was sent over with some medicinal materials.
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Roar The old snowman responded, then freed one hand to fiddle with his backpack and sword.Zhao Zichen and Lu Kexiao s guards who were guarding the door saw this and hurriedly rushed into the room.
Shopkeeper, do you think we are too worried Maybe it is a small bandit group.There was no one guarding the city gate, and Luo Chen and the others walked straight towards the big mouth.
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He is the person that everyone can t see through the most.Sorry I ve disturbed you, senior. Goodbye The five of them were all bachelors.
Luo Tianhe now thought of Fort Master Chen s youngest daughter.Seeing this, Mr. Sun coughed and shouted Please give me the final auction item After saying this, the four maids each came out carrying a tray covered with red cloth, placed them on the table one by one, and then stood aside.
Facing this claw, Luo Chen ignored it, sneered, and swung his knife directly towards Chu Yang s face.This was the first time he had faced an enemy with his thundering sword forged from meteorite iron.
When Luo Chen arrived here, he was not in a hurry to buy medicinal materials.The bow and arrow on the wall, then jumped out of the half opened window.
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The new customer has the intention of decorating and has also asked a lot of questions about decoration.That was when Mei Zhen signed an agreement with us.
Mr. Zhang, what do you think of my proposal What proposal Mr.But from beginning to end, there was a paranoia in my heart.
Although she had a bright smile upon meeting her and was as enthusiastic as the sunshine in summer, Lin Xia instinctively felt that she was wearing a layer of disguise, especially when discussing the contract, she kept saying that she would work with her in the future.Lin Xia, um
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Some time ago, Sister Hong had been asking her to talk to Zhang Sheng.Wait until there s nothing else to do, just drink
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I hope that Master Lingjun will survive the thunder tribulation smoothly, and the higher the level of Nascent Soul, the better.He leaned close to Shenshu s ear and said loudly, Can you let me return to my true body first Ah What did you say Shenshu woke up in surprise, Original body What true body Here it comes again, Jiang Yuebai sighed.
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returned to the center of the isolated island, with the Dragon Suppressing Coffin on his left and the Heaven Swallowing Cauldron on his right.Lu Nazhi stood alone, shrugging his shoulders and crying like rain.
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Brother. Kong Huaizheng nodded in greeting, while Kong Huaide tilted his head.The little horned dragon followed behind it, also unable to control himself with joy and crying with excitement.
Her golden elixir rotated on its own, only It will absorb spiritual energy and will not suck in evil energy by mistake.Li Jiuchuan frowned, I don t know about this. After all, I have never seen it.
I just passed by here and lost something. I want to borrow the golden book from you and your mountain gods.You just go into the bridal chamber. I will take care of them later on when they are raising and giving birth to babies.
After death, all sword cultivators from the three sects must put their swords into the Burial Sword Forest at the foot of Pojun Mountain, so that future generations of sword cultivators can enter the forest for trials and choose the spiritual sword.The most interesting are those who can t guess or see through.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.