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 acompañamiento es crucial para un mejor funcionamiento de un sistema administrativo, pero por lo regular la consultoría es poco valorada, ya que se piensa que es innecesaria o cara.
La atención al cliente es un traje a la medida. Existen compañías que pueden prescindir totalmente de las líneas telefónicas; existen otras que requieren interactuar por ese medio.
Con iPads en las cabinas de mando, los pilotos tienen de primera mano las actualizaciones en los aplicativos encaminados a potencializar las labores a bordo.
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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.
Although she didn t know what kind of battle this was, it was probably Evaluating the Claims of Shark Tank BHB Keto Pills an extremely vicious battle that could kill so many innocent people, and this battle could not be successful.At first, Yu Liao thought that it would be time to procrastinate, as long as the senior brothers came, there would be more strength in numbers, and he might not be afraid that the devil would not be able to kill him.
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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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On the other hand, Tan Su, although born in a family The big family, not to mention the inner relatives of the sect, even the inner sect branches of the side lineages have countless relatives.Only then did the Meng family have the opportunity to enter the Taoist sect of cultivating immortals.
As soon as the words fell, the folding fan in his hand whirled towards Tan Su, but the other party raised his sword back to avoid him, avoiding the fate of the dead body being in a different place.With a flick of his hand, the cloth scroll floated in mid air and unfolded.
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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.
Fortunately, Susu didn t come back at this time, and she waited.This mansion is full of weirdness everywhere, it doesn t seem like it s doing trivial things.
As he said, he walked closer to the master before continuing I m afraid it s the weirdness of the cave.
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The strength Gang Tansu exerted on their shoulders made the two of them finally realize that the nephew standing in front of them is no longer the child he used to be.Ah Su, so the scriptures you gave me in the previous life were also from your hands.
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.
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.