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.
El balance entre sostenibilidad y costos es posible con iniciativas como la electrificación de flotas y la educación de proveedores en prácticas ESG. Estos cambios permiten operar de manera sostenible y fortalecer la cadena de suministro en el largo plazo. ¡Un enfoque resiliente y verde es el camino para construir cadenas de suministro competitivas y preparadas para el futuro!
What s more, he challenged Elder Tianshui this time.Its strength is very powerful, and it is much more terrifying than them.
It turned into black smoke. disappeared Hell Xietong heaved a sigh of relief, but Lin Xuan behind him yelled angrily, Damn it, he felt that something was wrong.Lin Xuan stopped, narrowed his eyes, and looked forward.
Those elders didn t care too much. Although they also wanted to get it, they knew it You can be impatient, but take your time.I didn t expect that as soon as he appeared now, he would reach the peak.
Lin Xuan said, from now on, you don t have to worry about Lightning Star being attacked any more.This is a gorgeous dividing line People are shaking their heads, even Liudao Sanren has been defeated, can young people hold it Nalan Yanran Jessica Simpson Weight Loss: 100 Moms Shed Pounds with Her Secrets in 2025
said, I saw it with my own eyes, and he is a disciple of Dao Sect.
What Nalanliang and the others were stunned. Even though they were Hazel Hills CBD Gummies: The Key to Sharper Brain Function
mentally prepared, they were shocked when they heard the enemy s name.Lin Xuan sneered, and the law of death was also condensed on his body.
Suddenly they were shocked Netizens please remind Please pay attention to rest your eyes when reading for a long time.Shangguan Xiaoxian stayed here to build the Wushuang City of the Xinggong.
What are you doing, boy Bai Susu was surprised, Lin Xuan transmitted the voice instantly, Bai Susu was also stunned after hearing the plan, she looked at Xiao 6 Nutritious Liquid Diet Recipes to Lose Weight and Detox
Bai, and said in surprise, can this little monkey really do it That is a spiritual dragon transformed from a spiritual vein, who can pretend to be it Lin Xuan smiled and said, don t worry, others can t, but the little guy can.
snort It s been a long time since I ve been here, such a Natures Aid Keto ACV Gummies: A Natural Solution for Weight Loss
newcomer with a temper, who will teach him a lesson The woman in black looked at the people around her.Mad God, what s the matter Lin Xuan said, I have seen the senior generals, and today I am here to fight against Tianshui.
The battle broke out below. Lin Xuan is also facing a crisis.Yin Tianfeng pupil said, could it be that he thought wrong In his opinion, the other party should have come here for the inheritance of the Great Emperor.
Before, she relied on the genius of the Blue Clan. After the genius of the Blue Clan was wiped out, she relied on Long Ao again, and used the power of Dragon Palace to suppress them.
What kind of power is this This nasty guy has been hiding his strength before.A few people took out the map, asked for directions, and set off on the Black Earth.
They really didn t expect that there were three top powers attacking Lin Xuan.Their Ye family is the great emperor s family, a remote ancient family, and has the emperor s inheritance, but this is not something that everyone can cultivate.
A smile appeared on the corner of his mouth, that should be the territory of the Ice and Fire Honghu Om He The Ultimate Guide to Choosing the Best Keto-Friendly Supplements for Your Diet
flew over, tore apart the law of ice and fire, and said in a cold voice, Binghuo Honghu, get out In the distance, terrible flames swept across, and terrifying ice filled the air.If he didn t give Lin Xuan a satisfactory answer now, he might be killed by his brother, so he had to make crazy shots.
Everyone is curious, is this formation an attack type Or fantasy Someone asked, that s right, you didn t say what the formation is called, so why don t you introduce it Fluctlight said formation, called nameless Exclusive Report 2025: 12 Unexpected Benefits of Apple Cider Vinegar in Weight Loss Among College Students
formation.Most of them are peerless geniuses in the cave. There are only a handful of geniuses on the outside that go straight into it.
Although he is a top talent, this fluctuating light is not weaker than him.The Zifu cultivated these descendants, firstly to strengthen their power, and secondly, Mike Pompeo Weight Loss: Secrets to His Dramatic Autumn Transformation
let these descendants act alone and recruit a group of geniuses.
Gu Feng also frowned slightly, and took a look at Xu.Yue was also taken aback. He found that when he was fighting beasts in the mountains and seas, Lin Xuan didn t show his real strength at all, because the opponent s current punch was much stronger than before.
Seeing her disappointed expression, Zu an explained with a smile The battle between masters is always on the front line, but it is more difficult to fight evenly.At this moment, the belt was pulled off successfully, her heart was pounding violently, and she didn t know how to face him at all.
Looking at Xie Xiu, who Keto Care ACV Capsules Review: Is This Worth Your Money?
was more handsome than many women, Zuan guessed maliciously, this kid is not afraid that someone will catch him and give him anus one day Why is Xiu er coming to see me off when you have time Did your female fans come with you Zaan still remembered his female fans from the National Academy last time.
Wait, Zu an hurriedly stopped her, I still have a contract on me, cut it off for me.Those characters that the person described before feel that they can ascend at every turn.
It would be too shabby to just increase the level of reward , It s the face of the royal family.The voice seemed a little excited after speaking, Besides, I was far from the state of my heyday in the field of Cangwu.
If you need it in the future, don t ask me for this blue jade stone.Zu an didn t talk nonsense, and directly made a weird gesture with his palms in front of him Eighteen Dragon Subduing Palms Yu Yanluo blinked and asked the two girls beside him The The Science Behind it: How Green Tea Helps in Weight Loss in 2025
two sisters are well informed, so you know What kind of skill is the Eighteen Dragon Subduing Palms She thought about it for a long time and never heard of it, secretly ashamed of her ignorance, but Yan Xuehen and Yun Jianyue are both masters of a sect and great masters, so they should listen to it Pass.
Yun Jianyue nodded He seems to be fighting some Elevate Gym Results: 45 Days with Power ACV Keto Gummies for Muscle Definition
powerful existence, and the opponent s cultivation level is no less than his.Yu Yanluo just remembered the funny story of herself and Zu an s boudoir, For a moment, she also felt very guilty Ah, this is the legendary Tianmo Meiwu and Tianma Meiyin.
As soon as those tentacles touched the scale like death worm, bursts of blue smoke rose from it.At this time, Zu an didn t pay attention to the resentment of a certain little dragon that kept popping up in the background at all, he looked at Shi Zhentian in the air indifferently I m afraid that if I make a move, you will die, Huh Shi Zhentian was taken aback for a moment, then leaned forward and backward with laughter, almost getting hurt by Yan Xuehen s Snowflake Excalibur Are you going to laugh me to death The Rong brothers also laughed out loud when they heard the words.
Amitabha, Master Jianhuang on the other side said with emotion, this little benefactor also has the heart of a child, if he enters my Wuyou Temple, he will The Benefits and Impact of Garden CBD Gummies
surely carry forward the Buddha s teachings.
Okay, tell me Shu Siyue nodded in satisfaction. The woman thought for a while and then began to say Add three qian of clover, three qian of Huanglongcao and one or two of Banlangen, together with other medicinal materials, it can clear away heat and detoxify, and remove
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while, the woman said five or six There are so many kinds, although the rest is not very detailed before, but the general curative effect has indeed been explained.
Yao Dong couldn t help frowning at this, after all, Best Chrissy Metz Weight Loss Tips from Ellen One Week Before Christmas
the other party had to be willing to speak up to speak, and there was no way to blindly resist.With Han Ningxiang s deliberate suggestion, Shu Siyue spent nearly a hundred years and finally mastered the method of dispelling the Gu worms on Su Ni.
When Lin Haoming walked in, there were quite a few people on the first floor, and everyone saluted Lin Haoming one after another, but Lin Haoming scanned everyone, and did not find any of the two elders Rejuvenate Your Body and Shed Extra Pounds: The Detox Drink for Weight Loss You Need
from yesterday.What is it Lin Haoming was a little surprised, why the other party hesitated so much.
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is an isolation magic circle.Clone, you
you actually cultivated a clone and hid it in the Yuanling Lamp Lan Wu was shocked when she saw this scene.
This time, they only resisted a few times symbolically, and then they had another night of happiness.Shu Siyue withdrew her gaze, and said directly to the people present Those Keto Gummies Instructions: A Comprehensive Guide to Losing Weight with Truly Keto Gummies
who only wrote three or a few points, you can leave After hearing this, several women trembled slightly when they left, and then sighed and saluted walked out.
Perhaps because he knew that the monks had weird tempers, the man I Tried Vigor8 Male Enhancement Gummies – Here is What Changed After!
and the woman immediately agreed, but the man s eyes swept Lin Haoming and Han Ningxiang back and forth, obviously thinking of some nasty thoughts.But at this moment, two figures appeared, which made Bank, who seemed to be in the middle of the discussion, appear.
As a person who received the task, Lin Haoming is not afraid that the other party will attack him directly.If he didn t have a treasure armor on his body, he might have confessed.
There is no trace of affectation, some just hope for the most important person and the most beautiful smiling face.After hearing Lin Haoming s words, Shu Siyue rolled her eyes at Lin Haoming and said, You still said that although this The next time you went to Kanjun as an official, I also promised that if you leave Kunjun, you will show your true face to others.
Friend Daoist Wu, be careful Duanmu Pingting reminded.Seeing this scene, Lin Haoming dared to feel a little strange, but not long after, a huge blood cocoon appeared in front of everyone.
Too much hostility, but softly said Sister Ningxiang, if you 6 Authoritative Insights: Can Apples Help in Weight Loss During Winter Festivals?
have anything to pay attention to, just say, although I am not in good health now, but when I get better, I will definitely help, and if there is something you can use, Sister Ningxiang, I will try my best, after all, you saved my life Look, your sister Qingyu is very good at talking, learn it from now on Han Ningxiang scolded like an elder.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.