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.
La tecnología, junto con una planificación estratégica de la fuerza laboral y la inversión en optimización de flujos de trabajo, ofrece la oportunidad de cerrar la brecha entre las grandes y pequeñas empresas en cuanto a las expectativas de cumplimiento de pedidos. La adaptación de las organizaciones a estos desafíos mediante el uso de soluciones tecnológicas será clave para lograr el pedido perfecto y asegurar la satisfacción del cliente a largo plazo.
Al Virginia Mason Institute le hace ilusión ofrecer Diseño de instalaciones de salud y flujo a organizaciones de atención médica y equipos que buscan mejorar su flujo y obtener grandes ventajas de instalaciones previstas o existentes.
En esta temporada alta, los minoristas deben estar preparados para enfrentar el desafío de los paquetes perdidos con estrategias efectivas. Implementar soluciones como el seguimiento detallado de pedidos, la cadena de custodia fotográfica, y opciones de entrega seguras puede minimizar el impacto financiero y mantener la fidelidad del cliente.
To establish a mature and transparent operating mechanism and industry norms, the intervention of capital is necessary and Best Cbd Gummy For Pain 0421 Relief Benefits Reviews And Guide necessary, but if you only rely on the mathematics of capital, no matter how hot it is now or in the future, it will only be a capital crisis in the end.This report was about the progress of AI anthropomorphic visualization.
Compared with Xingyu Technology in the smartphone industry, they are relatively outsiders.If the suggestions were bad, I would have to bear the responsibility.
There is still a big gap between e sports and traditional sports leagues.The storm is coming, and the first one to be hit is Games and Things , which was popular on Travel TV.
The current market value of these three companies is 112.Therefore, they have broad application prospects in energy, communications, automobiles, optoelectronics and other fields.
All in all, gallium is the main material for the development of third generation semiconductors and is currently the most advanced semiconductor material in the world.In this way, when Lao America wants to take action against Qunxing Capital in the future, there will be disagreements within them.
At this moment, Fang Hong couldn t help but laugh after reading the material report and said to himself This guy caught me to collect it, right
He immediately logged into his Weibo account. Quantitative Capital is a subsidiary of Qunxing, and it belongs to Fang Hong.Even if the United States does not decouple from us in the future, these emerging markets are worth exploring.
A typical example is that large scale investment in infrastructure projects has transformed domestic high speed rail technology from lagging behind to leading the world, such as UHV power transmission technology leading the world and becoming an industry standard, etc.How to design a product with higher configuration than s2, but still Want a thinner and more refined smartphone It s very easy to make a product bigger, which is obviously not a challenge, but to make it better and smaller is the challenge.
The House also specifically mentioned the potential threat posed by social media this time, saying it could be used to spread information aimed at progressing relations between allies, dividing political circles, and undermining public confidence in institutional integrity and social cohesion.Every day, 300,000 people watch an AI playing League of Legends.
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Once the Nascent Soul collapses, he will fall from the Nascent Soul stage.He walked out of the cave and looked at the situation outside the cave, feeling grateful.
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Just as the catapults were attacking, the people in the Hell Cave also rushed to the city gate.He didn t expect Turing to be so brave and dare to study such a thing.
Zhao Hao also dealt with the other party several times.State of war All aspects will be restricted, and naturally it will be impossible to teleport.
Besides, there is no money. So he thought of a person, Centurion Li Xiaokun.Okay Heiyun immediately directed the players to get busy.
Well, although Demon Court is the celestial group among players, it is not taken seriously by the aboriginal forces at all, so it is normal for the Blazing One not to recognize it.As expected of the Hand of All Things, the future alchemy giant Looking at this scene, Zhao Hao murmured to himself.
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If they are in a state of high speed movement, the Wolf Knights have many ways to avoid attacks.Go out and overturn those war fortresses Zhao Hao waved his hand to let the endless army of bones around him advance.
Fortunately, you re here too, otherwise the task of killing the Time Assassin would have fallen on me What do you mean Zhao Hao heard something bad.The number of summoned undead has now grown to several hundred.
It was a contradictory expression of relaxation and worry.I can only say that the other party is unlucky. The tragic situation of Captain Zhongjian also deeply stimulated the other pirates, because their defense capabilities were far inferior to that of Captain Baugh, the Steel Behemoth.
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Although the undead have no sense of smell, they need to maintain their own corpse , so there are various products that are beneficial to the corpse.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.