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 crowdsourcing está redefiniendo la forma en que las empresas manejan las devoluciones, ofreciendo una solución que no solo facilita el proceso para los clientes, sino que también mejora la eficiencia y reduce costos. Al adoptar estas innovaciones, su empresa puede transformar las devoluciones en una ventaja competitiva, incrementando la satisfacción del cliente y fortaleciendo la lealtad a la marca.
Little girl Jin Shiyu, thank you Mr. Luo Just when Luo Chen and Zheng Xiaoliu rescued someone, Jin Shiyu came over with Mu Bai and saluted Luo Chen.These two people, the old man was looking at him. It was Sun Ji s uncle, Sun Wei, the minister of Huangmen of the imperial court, and the middle aged UW alliance called growth opportunity for Renton’s Valley Medical Center
man was Zuo Chunqiu, Yin of Zhongdu Prefecture.
Dang Puff There was a loud noise, half of the scimitar flew into the sky, slave knight spurted out a mouthful of blood, and the huge force instantly knocked him to the ground, his back pressed against the ground and he slid backwards quickly.He spun in the air and stepped on the coffin lid, and then with a thousand pounds Falling, with a boom , the coffin lid fell to the ground.
He is also the man who Nangong Dao called his dear brother when Luo Chen and others got off the boat.It is a hundred times more precious than ordinary skill secret books.
Qin, if you have anything to say, just say it Seeing Luo Chen s suddenly cold face, he was about to give a few compliments.The arrival of Luo Chen and the two caught the attention of these people, and everyone clasped their fists gratefully to Luo Chen to thank them, because without Luo Chen, their family might not have a chance to have a chance with Huangquan Cave again this time.
One, two, three, four, five, six, seven, Chen
Brother Chen, this is
Li Ge pointed at the lotus in the wooden box and looked at Luo Chen with dumbfounded eyes.Pfft Phew Phew The killing continued, and the light of the sword was still flashing, but no one could see clearly where the figure who harvested human lives was.
The tall and thin prairie eagle shooter standing nearby also looked at Luo Chen with his eagle like eyes.Shopkeeper Qian s wrinkled face was full of smiles.
Luo Chen smiled and walked over Shopkeeper Qian, are you busy No Shopkeeper Qian raised his head as he spoke.Bring your men in through the low wall on the other side Behind the bandit, a man sitting on a camel, covered in a white robe with only a pair of eyes exposed, saw this and turned to the third rate, late stage, bearded bandit next to him.
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expert who developed the pill After that, Jian Lingtian looked at the room behind Luo Chen and the others.these small ones cannot be removed, you can only remove them slowly by your own exercise.
At this moment, Luo Chen s claws reached out and caught the little fox in his hand.If you keep running like this, your stomach will come out.
If he didn t find out that he was following him, then if he really came to take revenge on him and did it to him suddenly, he wouldn t be able to bear it.The problem is that he killed Toppin and the others.
Bullfrog, Bullfrog, has perfect scores in all subjects, so strong The first top scorer in all subjects was in Dongshan Province.Lin Beichen looked at the scenery outside the mountain, and Guan Tianshi looked at Lin Beichen.
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action against it, and he and the other three major forces would not take action against this cash cow.Lin Beichen shook his head, said goodbye to the counselor, and left the office.
But no one expressed it. They chose to believe Song Xiangdong.Of course. Then you have to behave well while waiting for the academic exchange.
This kind of thing has never been heard of by them Song Xiangdong quickly ordered Hurry and check Lin Beichen s body again to see what s going on Ah
yes The female doctor was obviously shocked. She hesitated for a moment and immediately began to check
Lin Beichen didn t stop her, he just smiled and said, Director Song, I really have nothing to do.
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He was completely separated from the people outside the examination center, and he was walking towards the crowded crowd.When they heard what he said, everyone didn t think much about it.
When he heard what he said, he had an inexplicable bad feeling in his heart.If it were a big deal
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and then fine tuned the lens to focus on the rearview mirror in front of the bus.My question. On the way here, he had already thought about what he wanted to ask.
You ask him to put out the fire, and at the same time, he should be on the scene.So
Isn t it true that now I can not only control my own lightning, but also have the ability to control the lightning between heaven and earth End of Chapter When he thought of this, Lin Beichen became excited.
There is no time to think about other issues. He just wants to figure out one question right now Is my guess correct Yahan, what you see is not a ghost, it s a human Is it a human Yes Norton Hu saw Dive into the World of Keto-Friendly Gummies: Walmart’s Tempting Selection for Health-Conscious Individuals
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Lin Beichen, who fell into the sea, stabilized his body, quickly adjusted his posture, and then began to swim towards the little girl who was sinking more and more.To tell the truth, there is a master downstairs who has been practicing martial XtremeFit Keto ACV Gummies: The Behind-the-Scenes Star Diet Aid
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Moreover, during the process of practicing the Kuang Lei Body Training Technique, she discovered that the health preserving effect of the Five Elements Returning True Skill had a strengthening effect on the body training technique, making her look like a tortoise from the inside out, with rough skin and thick flesh that could not be beaten to death.
Everything I got will be given to you. Jiang Yuebai was flattered, Thank you, Elder Li, you are really a very, very good person.A huge barrier formed by the golden light of Buddhism shone in the sky.
The ancients called all insects and beasts insects , and this Gu is called insect Gu.What should I do, Xiaobai It s more difficult to get the Foundation Establishment Pill this time.
It was soft, sweet, and so fragrant Ah, it hurts, it hurts, don t pull it Jiang Yuebai burst into tears because of the pain.Shen Jinghao carried the baggage, changed into a man s clothes and walked out, smiling helplessly at Jiang Yuebai.
Hurry up and find someone to look into your brain, or else I ll shave my head and become a monk Xie Jingshan fell to the ground and giggled, That s good, that s good.I just found out a few days ago that my grandfather s method of resuscitating his life was actually to use poison to resuscitate his life.
The yellow sand sinks into the ground, and the sickle is galloping.I m not talking about advice, but I have something to ask Senior Brother Xiao.
She is not very good at Wangchen in the formation, and my energy is limited.It is beneficial to use the same ancestry and similar natal magic weapons.
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She seemed to be caught in a big formation, and this formation was different from the ones she had encountered before.As long as she works five times or even ten times more If you get something, you have to give something.
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Heka said, The ancestors of the Wu clan have been like this for generations.The two people on the ground clearly saw that Jiang Yuebai was at the seventh level of Qi training, and his aura was strong, so they were afraid to retreat.
The dark wind suddenly rises, the light and shadow of the barrier above the valley flashes, and the poisonous miasma around it becomes more and more dense.He already had a family in the sect, with a wife and children, so he was expelled together with his wife and children.
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energy, after all, time is still short, and there is still some gap between him and the second rate mid level warriors opposite him, not to mention that with One against two, now he is relying entirely on Tianji Kung Fu to resist, and defeat will be a matter of time.
The fair faced woman s face froze slightly when Luo Chen saw her.Perception sensed that several figures suddenly appeared in the sky above the medicine hall.
With their five fingers grasping, the iron claws are firmly grasped into the bluestone of the village wall, making the two of them stand on the village wall as if they were there.After holding his knees with both hands and taking a few deep breaths, the fat disciple raised his head and looked at the board.
Said Come when you want, and leave when you want After saying that, Luo Chen stepped on the ground and flew towards the two black figures.Oh The little fat little eyes glanced quickly That hut, then turned around and ran away Sister Yuxi, I m leaving, I m going to find Xiaobai Huh Li Yuxi Meno Balance Vitamin Gummies Reviews: A Comprehensive Guide to Menopause Relief (KMIWW)
frowned in confusion.
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is not far from the entrance of Yixiantian, although several kilograms of soldiers from the Naiman tribe are stationed there to guard against the Naiman tribe.
They pulled the head of the ape up high, causing the wound on the ape s neck to open wider and wider.Since you don t take action, then I will find someone myself, hum After saying that, the girl climbed on a horse and galloped away.
Tsk tsk
Coquettish The young man looked at Yin Shan Yue in amazement and said meaningfully I hope you can still be so powerful later And Luo Chen, since the charming young man appeared, stood aside without saying a word, waiting to find out After learning the ins and outs of the matter, he squinted his eyes, let go of his senses, and looked for an escape route everywhere.
If Ziwu Villa doesn t want it, will others leave this piece of fat alone Shopkeeper Sun means
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Escort is an honest man, Chen admires it Shopkeeper Xue, Chen will come to you for a drink in two days, so I ll say goodbye After receiving the compensation handed over by shopkeeper Xue, shopkeeper Chen smiled and cupped his hand.
They shrugged their heads and turned around, then walked slowly to the woman s side.Humph When Master Zong heard this, although he felt unhappy, he still stopped.
What s going on It s as if our caravan has something important to them.If we hadn t all drank the wine, we would have thought you were poisoned Li Yuxi sat back on the chair , still looking curious.
This is a room sized stone chamber, which is covered with huge spider webs.The one on the right is a young man wearing a hooded black robe.
Seeing this, Luo Chen showed a grateful smile to Zheng Xiaoliu, then nodded to Jin Shiyu and said, Miss Jin, we agree to this Great Jin Shiyu was overjoyed and said hurriedly Don t worry, Mr.The battle with the beggar seemed easy, but the beggar was also a top second rate peak warrior.
Qin who came down next. Luo Chen still remembers how Master Qin pressured him to agree to the elixir cooperation a year ago.Uh
The waiter s mouth was bleeding, his eyelids were shaking, and he stopped breathing after a while.
This fire can not only be used to refine elixirs and weapons, but also be used to fight enemies.The small note wrote about some things that happened at Ziwu Villa after Luo Chen left, as well How to Incorporate Keto Clean Gummies into Your Weight Loss Journey
as the process of Cao Gang and Lu Mansion s attack on Ziwu Villa.
The chefs in other places in the villa were taught by the cook here.You must know that few people who are caught in the six doors can come out alive, and even if they don t die, they will have to shed their skin.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.