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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And I had already sent him to the hospital. If I didn t do the reset well, they would definitely do it again.if we encounter similar cases in the future, we may delay the patient.
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When Du Heng entered the ward, she was making her bed and humming softly.Dean, in this situation, should we stay for treatment, or should we notify the first city hospital to pick him up.
Du Heng s face was full of confusion, but Lu Zhongjiang was full of smiles.In fact, at the end of the first course of treatment, Liu Amei had another option, which was to have the ovarian tumor surgically removed.
If the limb is not amputated, infection will occur soon and will develop upward.Lu Zhongjiang put the box in his hand on the coffee table when he came in.
Thank you. Dean Du, you are so polite. We are not outsiders. The driver smiled sincerely and moved gently.When she called other relatives, when she heard that the deceased was a member of Zhao The Ultimate Keto Product Unveiled on Shark Tank Xinyuan s family, they all said they didn t recognize her, so they hung up on her immediately.
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.
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.
deadly.One day, news of Wu Yu s death came from the people below, Xu Xi laughed out loud, and asked after laughing Topamax for Weight Loss Lose up to 11 Pounds in 2025 with This Surprising Medication enough, Where is his life lamp The servant replied The lamp of life has not been extinguished, and it will be raised in the back mountain of the Wuqing sect, and will be reincarnated soon.
At this The New Apple Watch: Why 70% of Office Workers Prefer It in 2025 moment, not to mention these little mummy corpses, even the demons fighting with Gu Jia in front of them have received a lot of impact, and some even started to roll all over the ground.Just double the practice, double the practice a ghost Is it not enough to think that he is too talented Yu Liao knew that her disciple was extremely talented.
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.
Originally, he planned to have a few tricks with his master to prepare for the hairpin flower conference in a few days, but now he made a tool for this kid Effortless and Tasty Weight Loss Overnight Oats to Boost Your Metabolism to stimulate his potential.Yu Liao and his senior sister personally sent the genius doctor Considering Semaglutide for Weight Loss: Pros and Cons to the door, Yu Liao finally couldn t hold back and said My disciple has had this headache since he was a child, please go back and treat him when you have free time.
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.
She nodded at what he meant, and jokingly asked who the senior sister was, Semaglutide: How the Weight Loss Shot Works in the First Week and said that maybe some senior sister would come to the Hairpin Conference this time.This sound not only attracted the servant girl on the ground to look at her in surprise, Qin Su also hurriedly turned around amidst the Ozempic & Kelly Clarkson: The Real Story Behind Her Weight Loss sudden voice, he thought it was some murderer who did something, but unexpectedly when he turned around, there was a scene in front of him.
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.
where Dugu Huai let go of his hand, frowned tightly and said, What s the matter with you master and apprentice, one altar is abolished, and the altar is about to overflow.I ll chase them, kill them, and get out if you can t catch them The two elders looked at each other under Su Keto Act Gummies Review: A Closer Look at Their Effectiveness and Ingredients Mu s words, and one elder gave the disciple next to him a wink, and the disciple went over to help Su Mu very quickly.
Thinking that it will be Keto Gummies: The Real Deal in Achieving Ketosis like this sooner or later anyway, just drive them away after a few days because of their insufficient strength.This is all settled Those who come down, how can you tell who owes whom.
Yu Liao was not in a hurry to say anything after hearing the words, she sat down facing Meng Xun on the bed directly after being silent for a while.Qin Su is next to the master, and he will face the man opposite Chen Yang He could see clearly that at that moment he wanted to gouge out the eyes of the person opposite him.
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.
The ancient giant beast with the body of a sheep and the face of a man appeared, with cracks all over its body, and thick blood flowing continuously.Moreover, seeing that he has his How Will Smith Lost 30 Pounds: A Story of Strength, Dedication, and Personal Growth own seat, it seems that he has also become a seed player who will be left in the comprehensive diagnostic center.
Xu Qi an said in a low voice.The flower god knew that it was a troubled time recently, so he didn t ask much, didn t hold back, and withdrew his hand.And at that time, Grandma Tiangu s expression was very confused, as if she couldn t interpret the future she had spied.
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.
The gate of heaven opened, quickly grabbing Huang s soul Yun, after clearing the light and igniting the gas, the innate supernatural power lost control, and Huang could no longer control his supernatural power, unable to interrupt the cyclone.At this time, Ye Shenglan was in the water of Shark Tank’s Keto Fat Burner: Igniting Weight Loss Success a sinking lake.
What important information.Meng Jingzhe looked at Ye Shenglan s eyebrows and said, You should be very similar to your father.The black bell didn t make any sound, it just shot straight at Meng Jingzhe.
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I thought he and the From Country Star to Fitness Icon: Trisha Yearwood’s Weight Loss Story and Secrets little Pixiu could make it, but the relationship between the two became more and more eccentric.For the time being, Meng Jingzhe didn t care about those conscious bodies that had gone away, and only concentrated on experimenting on the fragments that had just been cut.
In the end, the vast as Wang Yang Determining How Much Semaglutide is Needed for Weight Loss s dark red flesh and blood split his mouths and spit out miniature little suns , which provided the Buddha with the mighty power to truly kill the half step warrior.Tianluo Ah Jing suddenly shouted.Immediately, countless sky spiders appeared like a tide.
The giant panda directly stated the truth.Meng Jingzhe was still staring at a stone, but suddenly his eyes twisted, and then he appeared in a Kelly Clarkson’s Weight Loss Pill: 3 Key Benefits & Side Effects special space.In contrast, she was still guarding against the young man in front of her.
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.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.