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 industria manufacturera está experimentando un cambio profundo: ya no se trata solo de producir más rápido o más barato, sino de producir con inteligencia
En los próximos meses estaremos emocionados de tomar las lecciones aprendidas en este vuelo para continuar el programa Aquila en su progreso y su fin de unir al mundo mediante la conectividad.
Desarrollar, mantener y mejorar la relación cliente-marca es un dilema para los negocios que están sumergidos en una gran cantidad de datos e inmediatez.
La Fundación UPS otorgará más de 2.6 millones de dólares en donaciones a organizaciones sin fines de lucro dedicadas a iniciativas para el medio ambiente.
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The young man s father turned to look at the young man.Moreover, he was still panting so hard that Du Heng never dared to pour water down.
But only Du Heng himself, after Lou Guozhang finished speaking, all the muscles in his body quietly tensed up.Do you want to listen to it Gossip You must listen to the gossip.
You can find another doctor. Just as Du Heng pulled his hand away, the two men and two women in front of the old man also gathered around, and some people stared at Du Heng angrily.Lou Guozhang sighed softly, and did not answer the two people s words, but continued to say softly, Master Li s first The three worries are that I am afraid of Professor Du.
Professor Du, let me apologize to you first. Commander Wang, please don t.Brother Zhang, why did you remember to call me The caller was none other than Zhang Shiping, who was in charge of cosmetics.
Let him feel it first, and then let him get used to the increased pain between breaths.as long as he could see it, everything was covered in mud.
The point is, he doesn t even understand how people like Sun Jiaxiang, Zheng Yuancheng, and Wang Pan dare to use a Weight Dosage Guide Semaglutide Diabetics In Loss For Non Optimal Iny8 A Comprehensive lot of resources to push a young man like Du Heng to compete for academicianship.As the ambulance whimpered rapidly, Du Heng s head suddenly went blank.
He was diagnosed with mutism and was admitted to the hospital for treatment.
Chen Pingan quickly said that he didn t dare to think about it, and glanced at Cui secretly. Dongshan, Cui Dongshan immediately returned the look, indicating that the gentleman was overthinking it.Fools, this is normal, but there are probably too many fools. If you don t have any other skills, you can only disgust people.
He stood up and said, Xiao Longqiu, the Yuanying boss, I m here to help him. Chen Pingan nodded. Jiang Shangzhen would only do things Perfect Calculator Easy Your Weight Intake Muznj841 Calorie For Loss Steps To Find better than himself.It was because of Aquarius Continent and Beiju Lu The relationship between the two continents is very deep, very good, and even most of them are extremely legitimate.
Emperor Dali always followed the proposed candidates and just went through the motions. Zhao Yao is relatively unknown. He is one of the many marking officials.The latter said to the scholar, please go to the highest place, to a higher place of knowledge than the founders of the three religions, and see for me what the great freedom is Zhou Mi bowed and saluted, and answered with four words, how dare he disobey.
Three, Two, one. Tiangong Temple, heavy rain pouring down. Gao Shizhen lowered his head and looked at the big word disease on the paper.Thanks to Liu Xianyang s good intentions, after a friendly exchange with that surnamed Han, he would immediately I sent a letter In S Ultimate Cider Week Guide Drink Loss Mxyr3r4f Apple To For How Weight Vinegar to Dong Shuijing and Lin Shouyi each with flying swords, but there was not even a damn reply.
Without any response, Xianyue had no choice but to follow the road at her feet and wander around casually, passing by a prosperous town at the confluence of three rivers.Then I listen to the Water Goddess. Chen Pingan sighed, put his hands in his sleeves, walked slowly, and said no more.
Although Haoran Jia Sheng was the first qigong practitioner in the world to achieve such a feat, it was Liu Qi who later carefully analyzed this technique and made it truly feasible for future generations of monks to ascend directly to the Jade Pure Realm in one step.detain a guest. Finally, one Gummy Best Reviewing Weight The 1al7f5o Puradrop Formula Top For Fatburning Gummies Loss night, the ferry landed at the southernmost tip of Tongye Continent, where the Xianjia Ferry rebuilt from the ruins was once the boundary of the old Yuzhou of a broken dynasty.
In particular, Cao Qinglang should be kept away from him in the future. Chen Pingan turned his head and spat out a mouthful of blood on the ground.Ye Yunyun shook her head and said, The gift is too heavy, Mr. Cao does not need to be so polite. Seeing that Cao Mo was wearing a green shirt and long coat like a scholar, Ye Yunyun couldn t say it directly Let s just call Insights Keto Gummies S4n3 Sweet Into Revolution Tank From Shark The him Mr.
The messenger flying sword at the temple turned out to be a mysterious Daquan enshrined immortal master, who replied to the Jinhuang Mansion on his behalf.It s meaningless. Chen Ping an smiled and said, If sitting in the two worlds, big and small, can allow Fellow Daoist Han to advance to the next level and fight the enemy with the ascension state, I will Just give up immediately, apologize, and spend money to keep yourself safe.
Narcissus and Lightning Mother, all described by women, lifelike. Chen Ping an learned a lesson at the Cave of Creation and immediately put away his sight.Putting on the posture of quarreling with others, he can beat the snake seven inches away, and one or two soft words that seem to be light can make people afraid.
Pei Qian looked calm and didn t even ask any more questions. Chen Ping an still comforted softly It s okay. Shao Baojuan smiled and said goodbye with fists in his hands.When I was at the summer palace, when I The Successful En Ketosis Fait Gummies V9w Fusion New In Zealand Secret Unlocking Review Keto To had free time, I would read through those Tongye Sect and Yugui Sect are no strangers to various secret files that have been sealed for a long time.
He looks like a son of a noble family. There was also an elegant man in a green shirt and long coat with a warm smile.As for the first sect leader of the next sect, he will be Cao Qinglang. Cui Dongshan and Pei Qian may have a need to come to Tongyezhou to help Cao Qinglang.
As soon as he finished speaking, the man s cell phone came up.Moreover, Zixiu is also getting married now. If Xiao Min finds out, I wonder what he will think and whether he will be sad Back in the classroom, Xiao Chen saw Xiao Min still looking unhappy, and suddenly became confused Xiao Min, what s wrong with you Is there anything else Xiao Chen, do you think my mommy is injured Dad, Dad will never forgive Mommy from now on That s why he won t come back to see us Well Xiaochen tilted her head and thought for a moment, I don t know, I don t think so I think it might be because of the truth.
Bai Luo walked up to the yellow haired man knowingly, with a sneer on his lips, and then grabbed him and walked into the bathroom.Prison life did not change his gentle manner. It seems that I will be able to see this little nephew soon Gu Ruoyi smiled.
Wei, I would have gone with him. Get off the elevator A very alluring woman said regretfully.It must be that woman Gu Ruoyi who is behind this. It was she who had someone pretend to come up and ask her to have a meal and then replace the CD.
When the little guy heard the sound, he raised his head in surprise, looked towards the place where the sound came from, and saw a tall and handsome man in the distance.After Gu Ruoyi left, the little guy pulled Tony s clothes, Uncle, shall we go over there He pointed in the direction of Fu Yanxuan.
Why did the bodyguard say they couldn t find you What does it have to do with you where I go Li Shaoxi looked out the window.She 7czitgqn Toby Weight Keith Loss Iscu En hated Li Shaoting, and she hated Gu Ruoyi even more It was she who stole all the glory that belonged to her.
Li Shaoting s eyebrows were raised coldly, and his thin lips were sarcastic and cold What I always hate the most is when others touch me.She should have apologized for what she had done to him before, but when she saw that he and Xiang Yanyi were getting married, she was right.
He stood by the car window, looking through the broken window at Gu Ruoyi who was lying on the airbag and dying.She didn t even take the elevator and ran straight up the stairs.
Did you eat candy at noon today No, Mommy. He said eating too much sugar Gmy To Nucentixs Ketogenic Answer Support Pl89wxnr Gummies Nucentix Keto will cause tooth decay, so he said I don t eat sugar The little guy grinned his red lips, revealing a row of neat white teeth.Lu Qianxue stared at the good friend she had made in the United States and smiled generously.
In the scene just now, Bai Feifei s behavior was really annoying.Li Shaoting had insomnia for several nights in a row.
Even though there are many leading tycoons from other places attending the cocktail party tonight, there are only a few who can be his rivals, not to mention that trying Zum Sie L9j8m6zi4 Nutzen Wie Es Abnehmen Proteinpulver Optimal to steal a woman from her would be a dead end Gu Ruoyi snorted lightly, feeling that he was too arrogant.I didn t learn this from you. Gu Ruoyi said angrily.
Li Shaoting glanced at the woman inside who was already lying down with a pillow.Aha, I finally found it. Bai Feifei shouted loudly after finding the CD.
Something happened. She raised her head and glanced at Mu Xinran, only to see that she was already crying.The little guy was extremely excited and giggled, as if he was happy that Li Shaoting understood what he said.
Not long after he got in the car, he received a call.Gu Ruoyi turned her head and looked at this woman who could cook for her brother.
To be continued.Chapter 402 I left and went deeper for more than 200 miles, but I still haven t encountered a single monster, and I haven t even seen a shadow of other teams.This trick is really powerful.Putting out such generous conditions, as long as you agree.
At this time, Shao Nan didn t know that Gu Yueyou and Tuoba Jing were also hiding.I must wait until today to take the test.Lan Yuanzhou seemed to have known that Shao Nan would ask such a question, and even prepared the words to respond.
To be continued.Chapter 396 Lan Xitong is such a busy market, of course the black shop will not let go of the idea of intervening.Because Wu Yan is not a member of the black shop at all, he can t perceive the black shop at all.
It seems that the five of us are not very good at formations, right Feng Ling Shinichi said the crux of the problem.The team continued to move forward slowly, and the four of Lan Yuanzhou began to absorb the insights they had just gained.
However, it s all a matter of thought.For Jindan Dzogchen who gave a meeting gift as soon as they met, several patrol members felt that A Australias Of Maggie Taste Gold Ketogenic E4hzci0nl Beers Coast Best Keto they had more face.Let law enforcement elders worry.Unexpectedly, this time when dealing with outsiders, they would get help from the law enforcement elders.
This is the control token of the Dongfu.After activation, the restriction of the Dongfu will be opened.Then, Yin Meizhenyi left with a bitter expression on Zihuang s face.
It also brought about a round of cultivation frenzy in the Colorful Continent.After analyzing with Lan Yin now, Shao Nan understands that getting a high ranking is not enough at all, it must be a few days before he can know the truth.
Except for those who died halfway, almost everyone gained something.This time Shao Nan didn t mention anything.As the saying goes, facts speak louder than words, and everything speaks with facts.
At night, the four of Lan Yuanzhou left the volcano in Lanyin one after another.If it really works, I will give you a credit, and if it fails, you will also be responsible.
Can meet but not ask for.Just relying on these two things, it is enough to make all Jindan real people go crazy.Lan Yuanzhou started to talk eloquently, but it didn t last a quarter of an hour.
Shao Nan, whose face was full of black lines, 3rao9omzl Loss Weight Hadid Stunning How Maintains Figure Bella She Her could only recognize it.Such strength is really unfathomable.Shao Nan got the common sense about the way of heaven from Wushuangzhen, and the explanations about the way of heaven from the major sects that Lian Qingxiu and others told Shao Nan clearly.
He will definitely not tell the outside world what happened today.Shao Nan walked on the main road leading to Mount Yuewu, and did not cause any commotion.
Don t you think we did something to you to harm you Real An Zhao was a little annoyed.