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.
Para facilitar el transporte y control de mercancía, en punto de venta y almacén, es necesario que las empresas piensen en implementar sistemas de control dentro de sus procesos de trabajo y operación.
El inventario gestionado por el proveedor VMI es una técnica de gestión de inventario en la que el proveedor/vendedor asume la responsabilidad total de optimizar y mantener el inventario mantenido por un minorista
Descubre cómo tu empresa puede beneficiarse de un ecosistema logístico integrado y supera los desafíos de la #cadenadesuministro de manera eficiente y efectiva. Aprovecha el poder de una plataforma digital para mejorar tu logística y cumplir con las crecientes expectativas de los clientes.
Tesla nos ha demostrado lo fundamental que es abordar la digitalización de la cadena de suministro en el marco de una estrategia y un contexto empresarial, respetando y aprovechando el conocimiento de la empresa en lugar de intentar suplantarlo.
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She opened her mouth and spit out a mouthful of dark blood.Don t be the same as her. As for what she said just now Well, you must not take it to heart.
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Through the martial arts conference, you can make a name for yourself.He wanted to keep Qin Feng, but he called Yuan Shan, who had no chance of defeating Qin Feng.
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The monsters, monsters, alien beasts, etc. along the road have all been eliminated by those powerful men in advance Lu Yu even saw a huge magical beast that was comparable to the level of Taoist Lianxu.Anyway, Feng Wentian is just a disciple of the real master Feng Potian, and he has not refined himself, so he cannot command completely.
We ll see what happens then. The boat will naturally go straight when it reaches the bridge.After countless years, I don t want to stay any longer.
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this mouthful of blood fell into the ground, there was a loud bang, directly tearing apart a palace, and even the thousand foot high mountain below was shattered.
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When Patriarch Yu knew that Li Shiming had needs, he became more confident about keeping Li Shiming.He entered first, followed by Ancestor Renxun, and finally Elder Youxia followed.
It was the fourth grade intermediate elixir he had refined.After seeing Li Shiming s arrival, the desire for survival rose in the eyes of the six early Yuanying monks.
On the one hand, it was to gain fame. This was extremely important for an alchemy master.You stay on the flying boat Uncle Cui confessed, and the sword light carried Li Shiming to the deck of the flying boat.
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That was a hundred years ago. When I was exploring the Zhongzhou Continent, I entered a ruins and got the fragments of Qiu Heng s treasure map.She could no longer use other means to defend herself against the enemy and could only passively support her.
Especially the monks from Tianxing Trading Company and Tianwen Sect that he killed, the number of spiritual stones on their bodies was even more astonishing.He had murderous intentions towards Adele Weight Loss Journey: 6 Essential Changes She Made This Fall
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The golden corpse was killed for a short time and could not digest so much energy and spiritual power.Thirty trembling young men were frightened, and the Xuanming Sect s Qi Refining monks couldn t help but laugh ferociously.
If he wants to develop in an all round way in this short time, does he really think that he is a Tianlinggen The only thing that Senior Brother Du needs to pay attention to is Li Shiming s body training.Being able to keep Li Shiming in Wuqingshan was the limit.
This fourth grade sword shaped magic weapon made of Hell weary Crystal actually weighs almost a thousand kilograms.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.