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 flujo de migrantes calificados ha contribuido a un ligero descenso en el promedio total del índice de este año. Es la primera vez que se ha reducido el promedio general del índice desde la primera edición en 2012.
El gerente de Proyecto tiene que encontrar el balance ideal entre las acciones que sus clientes realizarán para mejorar el medio ambiente y los beneficios tangibles que obtendrá por las inversiones que realice al respecto.
La CRE y la Coordinación General de Puertos y Marina Mercante designarán grupos de trabajo como responsables de la planeación, determinación, desarrollo y seguimiento de las acciones y compromisos que deriven del convenio.
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As he inspected the spiritual field every day as usual, Tao Fengnian put on a bamboo hat and went out with a hoe.Under the white tiger formation in the west, Zhuo Qingfeng and Hua Yingshi were half bathed in blood.
On one side, you can see the dark valley, crisscrossed by roads, and the wind blowing the rice fragrant at night.She pressed her forehead and saw a pure white world with no sky, no earth, no sun, no moon, no wind or rain.
In a short time, more than a dozen people came to offer incense.Although we are poor now, Huaxi Valley will release its income every six months.
He had also taken the outer sect examination three times but failed.Meet the Great Elder Gongsun. Gongsun Zhu walked straight to Jiang Yuebai and gave him a hand without squinting.
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You can tell by looking at the height of the door frame.He stared at his feet and asked, The path of heaven is to the left, the sun and the moon move to the west, the path of the earth is to the right, and the rivers flow to the east.
How s it going Does it still hurt Lu Nazhi shook his head, I m used to it, this pain is nothing.A wicked smile flashed across Jiang Yuebai s eyes, and he used his puppet clone to pick up Xiao Lu.
His expression was calm, Senior Wen, Lu Nanzhi of Tianyan Sect is dead.He took advantage of Jiang Yuebai to attract the attention of the nine headed dragon and went to explore the nine dragon heads around the abyss one by one.
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Before he finished speaking, Ning Zhiyuan suddenly paused.Since Shulong agreed, she naturally wanted to make reasonable use of the red dragon s body.
Except for a golden thunder bead that it stole, everything went well and seven people were successfully surrounded and killed.boom The violent force caused the entire sword array to shatter.
Ge Yuchan, He Wangchen and others who were in the early and middle stages of foundation building also came to join in the fun, but Yun Shang didn t like the crowd and didn t come out.Jiang Yuebai I said I didn t mean it, do you believe it Before the official start of the divine sacrifice ceremony, Jiang Yuebai would stay in Bailu s garden to Defend Men's Multi Gummies: A Comprehensive Guide to Supporting Overall Health (sxAMT)
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Master Ouyang, you are very polite. Your food and wine are delicious.If he can survive this time, he will also be a powerful person in the future Huh Hearing this Murong Yu was unhappy with everyone s discussion.
At this time, he could only look after himself. soon The caravan split into two parts as it ran.Suddenly, before he even opened his eyes, his hand had already grasped the weapon, he jumped up and started to attack Zheng Xiaoliu and Xu Huang.
Disciple, please leave Immediately, Luo Chen bowed to Mu Lao, then exited the room and closed the door.Why are you in a hurry We ll wait until we get back to the villa.
He quickly escaped from the inner city and then the outer city with the help of the night.Zheng Xiaoliu shuddered, smiled bitterly, and looked away from Si Duo s back among the Zong family.
Humph Facing the skinny old man who was one level higher than himself, Luo Tianyu did not dare to be careless at all.But before the two of them could react, ten more whoosh sounds broke through the air, followed closely by ten bang bang sounds.
As soon as Luo Chen and the others left, the magma fish stopped above the magma and stared at Luo Chen and the others with red eyes.Feeling the sudden coldness in his crotch, Cao Yun suddenly paused and then looked down at his lower body blankly.
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At a glance, it looks like a blue ocean floating in the yellow desert.Luo will be able to get enough Huangquan water. Hearing this, Luo Chen frowned slightly and felt even more excited in his heart.
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Lin Beichen didn t hide it either. He nodded and admitted, Same.Song Xiangdong. This middle aged man is Song Xiangdong s secretary.
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Mr. Yoshino, you are responsible for informing all sophomore students to gather in the second teaching building.But
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At this time, Song Xiangdong s face was so gloomy that it seemed as if ink was dripping from his face.Lin Beichen gradually started to feel something. When the essence of each martial arts is used, it is improved by him and can smoothly transition to the essence of the next martial arts.
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But now it seems that he is showing off.I m not sure whether I m the top scorer or not, but it s true that they all have perfect scores.
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Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.