Los principios del marketing también precisan estar vivos en el medio digital

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.

Temas relacionados

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But as a father, he really He couldn t accept that his daughter was missing a leg, not even a fingernail.

It turned out that the closed door couldn t stop her at all, and Chen Xiwei, who witnessed the whole process, limply leaned against the window.Seeing the eyes of the second sister who wanted to tell him immediately, he also leaned over slightly to save face.

After several days of rushing, they finally entered the boundary of the east.It was Yu Liao who picked up the stack on top of her, and put it on the place where she was about to put it down.

Then why did the master reply to me after the Hairpin Conference It s not that I can t wait, I just.He just wanted to be alone with the master, and he didn t think about the owner of the courtyard as the master said, but if the master thinks so, then he should think so.

He teased himself like this in Wugou Mountain five years ago, and he was going to attend the hairpin flower conference at the last minute, so he still teased himself like this.Surprisingly, how does a demon hide the demonic energy, she has never felt even a trace of demonic energy in Ms.

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Shut up, Madam, since she knows that Feng er is injured, why don t you send for a doctor After speaking, he glanced at Tan Feng again, and said with a bit of hatred Feng er You too, you need to put more effort into your cultivation.Ah, this.I think I bought it for everyone as a teacher.

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I didn t expect Master Su to care about your son, since that s the case.Qin Su paused for a moment but responded respectfully.

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Please go back.After finishing speaking, the people inside still wanted to close the door tightly.Yu Guang glanced at him from the corner of the veil.

She said, she glanced around, because the matter was at the entrance of the Hairpin Conference, and the disciples around were getting more and more Many, among them there were some disciples from Wugou Mountain in light blue dresses, one or two ran into the venue when they saw Yu Liao, I believe the senior brothers and the others should know about it soon.

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The story in the storybook is their previous life.After she finished speaking, she skipped the front and turned back.Before Tan Su entered the room, he gave Meng Xun a look, and immediately closed the door with spiritual power.

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Gu beasts below the Transcendent Realm cannot survive under his coercion.Young man goes through the excitement of the beginning After that, gradually calm down.

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But those who are good at water will drown, this brother, the matter of the evil god is very important, it is better to search it several times.