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.
¿Buscas llevar tu empresa a los niveles de eficiencia y productividad que necesita para seguir desarrollándose? En ese caso, la nube puede ser tu mejor aliado.
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If you can t go down, or if you slow down a little bit, you ll die.Du Heng observed while tying anti skid chains. At this time, El Toro Gummies for ED: Strength and Stamina 🐂 a three horse driver drove up behind him, and then ED Gummies: Do They Work? Investigating the Real Effects a high pitched voice came from the chuot , Xiao Heng, are you going to work Du Heng, who was squatting, heard the sound and looked back.
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He was admitted to the hospital last Thursday. When he was hospitalized, he said that he had had stomach bloating and pain for 30 years.The person who set up the table that day also said that Qi Gang came back in the middle of the night.
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The Zeyang faction must have something to do with the old devil Since Miss Su also knows, then hand him over to me, and I will take him away.Qin Su silently pointed at the door at the master, and began to gather spiritual power in his hand.
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The so called ten year agreement, as long as the other person dies, it will be fine.I thought you were a bit smart, just stupid.Susu didn t refute anything after hearing her scolding.
She knew that Zeyang sent Su Mu very well, otherwise In the hairpin flower conference in the previous life, Tan Su was not forced to be like that.Yu Liao also had the same intention, Dang even helped him to go there.
Nervous and outspoken.When she first came here, she heard a few maids discussing together on the road, so she knew that something happened last night, but what she said was not good now, and she insisted on telling them that another child was lost in the town.In order to change the original way of dying, she diligently pulled the Hehuan Palace to the right path.
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Li Jianwei still disagreed with Du Heng s point of view, You kid is just stupid, let me take me as an example.Get this friend of yours away, or I ll really call the police.
This was the first time that the prescription did not work.Think about this patient s situation, is it exactly the same as what I said As Du Heng s voice fell, Gu Ping was confused.
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The treatment method is to nourish the mother and calm the child.That.
Is there something wrong with the dispensing of the medicine But even if there is a problem and the general direction of the dialectics is not wrong, then the prescribed medicine will definitely have a certain effect.
It s not my family. It was Liang Lihai who had his leg broken.Watch TV series. What do you think we keep them for Gao Qin was still a little worried and said, The three departments will be merged into one large department, and I will be the director.
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Physically and mentally, both aspects are in block decline.No, I just had dinner. Du Heng took out his mobile phone, lowered his head and started playing.
Du treat three tumor patients, including a malignant tumor patient and a malignant ovarian cancer patient.It is easier to ask for data than to find you. Thank you, senior brother.
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Teacher, have you applied for this year s funding Du Heng shouted anxiously as he rushed to Li Jianwei s office.But for some unknown reason, Mr. Wu Zhong kept looking at Du Heng with a smile and said nothing.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.