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.
Coradia iLint es un tren regional que ofrece una alternativa completamente libre de emisiones a los trenes diésel para líneas ferroviarias no electrificadas.
La CRE y la Coordinación General de Puertos y Marina Mercante designarán grupos de trabajo como responsables de la planeación, determinación, desarrollo y seguimiento de las acciones y compromisos que deriven del convenio.
Aeroméxico detectó la oportunidad de incrementar su visibilidad orgánica y, de la mano de Elogia, aprovechó la migración a un nuevo esquema de sitio y sacar el mayor provecho de su contenido.
In particular, the attack of the magnetic spiritual power passed down to him by the beautiful master opened the door to Ye Fei s horizons.Now I can t get involved. In addition, the white powder is nitrate yellow powder, which can disrupt the aura and prevent the strong from looking for it.
My legs were shaking and I was determined not to kneel Leanbliss Ingredients 26821 Review down.Thinking that the eight people who came from the earth together were now one of them, Ye Fei couldn t help but feel a little sad.
If you miss today, you will have to wait for another hundred years.The middle aged man s eyes were fixed He stared at the shuttle on the jade neck of the woman in white and said seriously.
Oh, it s okay, I decided to go with you, okay Ye Fei stabilized his mood and said seriously.Moya s ability to participate in such a meeting is considered reluctant, but it is enough to show that she has the strength.
However, the opponent was the Yin Yang Sect and had launched a hunt for him.I need to find other fragments of the throne. To strengthen yourself, you only Understanding The Benefits Of Mg Cbd Gummies For Overall 950 Well need to provide me with enough alchemy furnaces.
In this holy land, there is a huge lake, extremely clear.You force me to enter that terrifying pool of blood to find treasures for you.
It is extremely bright, like a mist and gauze, water and milk blending together.There are already secret rumors in the college that what happened to Sister Mo Xing was all secretly done by this Qianxiu.
Although he knew Mo Xingyu s name, Wei Guangde still had the courage to ask for it.Son, Uncle told me not to be anxious, The old man took a deep breath, and then said solemnly He said that there is a big sect called the Yin Yang Sect, which has issued a pursuit order and a reward order for Finding The Best Gummies To Help Me Sleep A Comprehensive Guide To 6860 Restful Nights Qaozv a young man named Ye Fei.
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Ye Fei did not expect that even if he wanted to keep a low profile, he would still attract the attention of some people, and all kinds of disdain and sarcasm would come.No matter what the truth of this matter is, the people must be given an explanation from above, otherwise Zen Leaf Cbd Gummies Pros Cons From Actual Customers 901 it will not be justified.
Instead, they ate the five qi and miscellaneous grains.Thank you very much. Ye Fei sighed softly. This was something he got in the Tomb of the Dragon Head.
Divine consciousness, filled with a faint aura of demonic nature.Han Dong also said with a smile. It s just that the four poles have been reunited.
He looked a little distressed. She told Mo Xingyu what happened today.The energy is indeed insufficient. The woman in white in charge of Tissot Bioglycozyme Forte Reviewed What You Should Know 65890 Before Buying sighed softly, waved her jade hand, and she drove two pieces of refined colorful ore into a groove of Tissot, stimulating the energy in it, and Tissot accelerated its flight again
The woman in white was a little exhausted at the moment.
This man s combat power is average. He is at the peak of the Four Extremes.An ant will never be able to understand Shenlong s side of things.
Xinglan was also ready to make a move. But, how can you guarantee that she is Guan Tong Perhaps she is not Senior Sister Guan Tong at all.The fists in his sleeves clenched unconsciously. However, he knew that he was no match for the elder in front of him, and he didn t dare to do the same thing.
But this kid can do it. Gui Wujiu said slowly I didn t expect you to even find the place where you started.For Yu Gucheng, who has already mastered the realm of Zhenliu, his benefit 7259 Biohealth Cbd Gummies Cost Benefits Reviews And Value from the combination of the Weiwo Mahayana Sutra is not to break the realm it is to integrate all the nine sacrificial techniques of witchcraft into one After this fusion, and with the method of Shangquan as the key, it is almost not much worse than the method of Zhenliu.
The two people who were not in Chinese style, a young man dressed as a scholar, and a younger girl with an innocent manner, also accepted the order and left, but there Finding Relief With Cbd Gummy For Inflammation A Comprehensive Guide Xfrnp 764 was no trace of disappointment on their faces, and their spirits remained unchanged.Hearing this, Mo Mo s face showed a suitably shocked look and said, If it is true, it is truly shocking.
At the same time, it is not difficult to guess that this is the derivative change brought about by the 61 Exploring The Benefits Of Doozies Cbd Gummies For Everyday Wellness return of blameless people.The harvest is not that great, because the final verification of the guess that was not to blame actually verified an astonishing secret.
After some Clint Eastwood Cbd Gummies Review Benefits Lawsuit 99 And Authenticity deliberation, Gui Wujiu said The Elder Xiang mentioned by Zhigu Yun is the person with the most profound achievements in the secret realm here Qin Menglin said Exactly.The pinnacle of the true flow of truth and truth is the fruit of yin and yang.
In this way, there are many subtleties in it. Mei Xueting and Fu Xiaoshan were enlightened back then, and their qualifications were four or five steps away from the shortcut.On the contrary, a simple defensive armor does not require any additional mana blessing.
Xie Yiren and others heard that Every word comes with a knowing smile.But Mr. Mood naturally understood that naming him after Xuanyuan Huai Understanding The Benefits Of Mg Cbd 918 Gummies For Anxiety And Stress Relief was very appropriate in the other party s philosophy, so there would be no superficial thoughts such as deliberate provocation.
But even if he is not to blame, he happens to be Versea Cbd Reviews 46370 A Comprehensive Guide To Cbd Products Uxfbl trapped in the ancestral home of the Holy Religion at this moment.However, like the most simple magical power, it vaguely shows clear boundaries and a sense of distance.
However, in addition to ordinary laws, there are two categories extraordinary laws and forbidden laws.Then, as his finger slid, the baby s body s energy and blood surged.
After reading it all for about a hundred breaths, the girl immediately got up, grabbed a stone not far away, and circled many handwritings one by one.In fact, in the past three years, many confidential information from the Cangming Kingdoms and Baoheng Kingdom have been continuously spread.
Bai Ling er seemed a little reluctant when he heard this, but he immediately changed his fighting method.In this way, the upper limit is broken, enough to use more than four times the power in the small world.
Very few people can have their Reasons Why Cbd 86 Gummies Should Be Your Go blood surge up, ignore the success or failure of their life s achievements, and die with the enemy.This is due to the fact that the method attached to the complete Golden Flower, Jade Divide and Mystic Pearl Magical Method that was presented to him Cbd Gummies Penis Enlargement Comprehensive 71 Guide at that time is more traceless and unpredictable than the method of transmitting sound into the esoteric secrets.
If the two formations become four, the power of the formation will be doubled.Then the improvement from the second paddle wheel to the third paddle wheel is extremely limited.
After initiating the means to deal with Mo Tianqing, Liang Zhenjun personally greeted the master of Mingguang Palace and placed her here temporarily.
The woman was tall and wore beads on her head. Although it was the cold winter season, this woman was still wearing light clothes.There is news that Chaotian Palace has been auctioned recently.
In one year, you have been promoted to two levels. However, in front of me, you are still an ant.Once there is competition, we will pay several times the price.
Wei Guangde looked at the Liayan Sword in Ye Fei s hand with greedy eyes and said with his tongue.If he wins, he can advance to the next round. It has to be said that Nanyun Luan, Wen Sihu, and Leng Yu are all very powerful figures.
With the sword in his hand, his combat power increased sharply.You are simply desperate Seeing that Ye Fei s palm was red and overflowing with heat, this disciple of the Yin Yang Sect was also a discerning person.
Boom The Yin Yang Escape was shattered like paper, and Senior Brother Sun s head turned Can You Drive After Taking A 56 Cbd Gummy Effects And Safety Guidelines into a rotten watermelon.Number 4 vs. Number 16, that is to say, Nan Yunluan and Ye Fei will fight against each other in a while.
Once it is activated, the Dragon Head Tomb will really be unsafe.No, it s nothing, Senior Sister Bai, Brother Han, thank you very much.
Even the boss of the Thirteen Riders of Mangshan, he can still kill him without fail.There was a snowflake mark between his eyebrows and Han Qianqiu, who was dressed in a snowflake robe, came upstairs, glanced around with cold eyes, ignored everyone as if they were nothing, and headed towards the table of Biluo Sect disciples.
You d better not do anything, otherwise, I will take off your clothes and throw you on the snow.This thing can not only refine elixirs, but also protect yourself.
This was the first time that Ye Fei hugged this girl so boldly.Summer has passed, the autumn wind is bleak, and dead leaves are everywhere.
This pill furnace I have is called Tianwai. It was the thing that was used back then.When the tasks are completed, I will definitely give them to you with both hands.
Followed by scent. The woman in white said calmly, then stopped talking, sat cross legged, and silently adjusted her breathing.The other party must have discovered the body of the old man in gray and the Best Cbd 8467 Gummy Bears Top two corpses of the Wang family.
After all, from beginning to end, he was only grateful to Mo Xingyu without any emotion.In this case, the deal was worth it. Yes, please let me know in detail, senior.
Uncle Zhuge saw the signs. Leader Yu knew more than him and seemed to be waiting for Li Shiming to come over.Li Shiming looked at Qingyi Island, which was full of corpses.
They are all high grade first grade elixirs. There are ten of them, which is enough for me to practice for a month Ye Lingyun s eyes widened and he said excitedly.But then he thought of Li Shiming next to him, and couldn t help but lower his head with a peach blossom face.
Shi Ming, have you reached the advanced level On the flying boat, since there was no mission, Zhuge Xuan relaxed a lot and let the flying boat fly on its own.This was also the product of boredom during his training.
Thank you, Uncle Master Li Shiming bowed again. He came to the two monks.This tea is considered the ultimate in the world Fan Yiyang took a sip and said with enjoyment.
It turns out that the way Li Shiming walked into the Five Elements Formation was very different from the normal way of breaking the formation, just like a monk who didn t understand the formation.Two men and one woman were quite old. Together with Manager Zhang, there were four people managing the old house.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.