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.
La #demanda de entregas rápidas está en su punto más alto, y adaptarse a esta tendencia puede marcar la diferencia entre el éxito y el estancamiento. Con la entrega en el mismo día a través de crowdsourcing, tu empresa puede cumplir con las expectativas de los clientes, optimizar #operaciones y expandir su mercado.
Descubre cómo la entrega en el mismo día puede transformar tu negocio
When approaching the tower, all the monks discovered a situation, that is, the creatures in hell were obviously much smarter.She was not afraid at all. Instead, her whole body was filled with flames.
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However, the sword wounds of the late fourth level hell bull headed creatures have not been able to heal.He placed himself on the highest point of morality in advance.
The Breaking Void Sword Intent and the powerful force caused the trial sword light that came into contact to instantly break into light points
The second batch of more than fifty trial sword lights also arrived.Although there was a gap between him and Zuo Ancestor s descendants, Zuo Ancestor treated him well and was a qualified senior.
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This mid stage Nascent Soul monk is able to bully the early stage Nascent Soul monk for the little profit of the transaction.
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The corpse eating mother worm led the way, and hundreds of thousands of corpse eating worms lined up behind in a long line, connected end to end, in an endless line.The more Qingyang kept secret, the more it proved that the relationship between the two was unusual, and the more worthy of the One Horned Ghost King s relationship, so the Baimei Ghost King not only did not embarrass Qingyang, but was willing to help.
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Uncle Master, who did this Li Shiming asked in a lowered voice.He had long considered that Senluo Sect would definitely have some means at the junction of Shiwandashan and other major sects, but he did not expect to carry out a blockade, which would require unimaginable manpower and material resources.
His original enemy was only the Holy Ice Sect, but now within the entire sect, he didn t know how many enemies he had.Although these corpses do not need to be sent back to their place of origin, they need to be disposed of properly.
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Li Shiming s aura was completely different now than before, especially when he was flying with a pair of wings on his back.His words cheered up the rest of the monks, and the Foundation Building Pill was their biggest goal.
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In the ecstasy formation, he was still moving extremely fast, so fast that he could almost ignore the process in between, and his figure kept flashing on the white lotus.Thinking of this, he walked out of Qingqiu Pavilion.
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Let s go After saying hello, Zhao Hao drank a bottle of powerful life potion and quickly rushed towards the battlefield.It s just that the enemies I encountered before were not good at spells, so this attribute had no chance to be displayed.
The frontal battlefield is a contest between spears and shields.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.