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.
Los vehículos autónomos son muestra de una tecnología de rápida maduración. Mientras Tesla y Google crean una visión en la conciencia del consumidor, los vehículos autónomos están dejando huella en el mundo de los negocios.
Para los proveedores de empaques y fabricantes, esta tendencia ofrece la oportunidad de beneficiarse de un flujo de negocios más estable y una producción más eficiente. La tecnología de envasado versátil y los procesos automatizados serán cruciales para adaptarse a estos cambios y aprovechar las oportunidades que la racionalización de SKU presenta.
¡La simplificación no es solo una tendencia, sino una estrategia fundamental para la rentabilidad y la eficiencia en la industria de bienes de consumo!
Detrás de cada producto exitoso hay un liderazgo fuerte, una comprensión clara del mercado y una voluntad de actuar. No se trata solo de vender, sino de construir algo que realmente genere valor y conexión. Las personas que logran esto no son genios inalcanzables: son observadores activos, líderes comprometidos y narradores honestos.
A través de estas apps los usuarios de GM México tienen acceso remoto a la info de sus vehículos mediante sus smartphones con el mismo usuario y contraseña del Centro de Propietarios.
I Chu Han waved his hand, I don t plan to get married.I m not afraid of being born, so I asked you to come out and get acquainted with each other Lu Jin accepted it heartily.
When he took someone to report the crime in the county, he met Han Zhenxing who was driving a military vehicle at the entrance of the village.Niuniu s eyes turned red, and she rushed over crying, Mother, mother, you are finally back, Niuniu really wants to see you miss you.
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Chu Han saw the timing, picked up the stone on the ground and threw it out.She was instinctively forced to take a step back by the low air pressure on his body.
Chu Han shook his fan and said, Our country of Qi should also be crowned by a new emperor.Ms.Kang had been looking up in the yard for a long time, and finally saw her two sons coming back, and hurriedly greeted them.
The entertainment company has such a wide network of contacts, what if Xiao Xuwei secretly targeted Chu Han after listening to Zhao Xueer s lies She can t implicate Chu Han.The more he went in, the narrower the valley mouth became, and at the narrowest place, he had to turn sideways to pass.
What he said was so beautiful, Lin Zhilan was overjoyed, without any doubt, she nodded in agreement, I ll listen to Mr.Feng Wencai was very determined, Auntie, I Shark Tank Diet Keto Redefining The Keto Diet 0ediiyzm won t marry a girl who is not the eldest of the Zhou family.
I have been separated from mother for seventeen years.There is only this little sister that he can t let go of.
On this day, Mrs.Feng called Lin Zhilan to the Chu family again, took her hand with a smile and said, Tomorrow I will hold a lively chrysanthemum appreciation banquet at home, and you, Zhilan, can come too.What Ran Chu Kuan was so angry that he dropped his teacup, It s unreasonable.
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Yu Shi has not yet instigated Chu Heng to become an official in Heng County, and everything has not yet started.After speaking, his figure flashed and left.The female cultivator chased after a few steps, but she didn t catch up, and sighed secretly, what a pity.
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He was resisting the urge to strangle this woman to death.I am the earliest person in the entire Li family to get up because as I get older, I go to bed early and wake up early.
Gu Ruoyi looked at Li Shaoting doubtfully Atting, why are they looking for Ye Zixiu Is Ye Zixiu missing He is not missing, but moved to live next door to your little sister.What a little pistachio. The little guy was so well behaved that Gu Ruoyi felt at ease.
Hey, this time, he didn t hug the little guy because he just had an operation and didn t disinfect it.You can t even get up from the sofa Li Shaoting stretched out his hand and pulled her up.
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Since Li Shaoting is back, he will take over the Li family again soon.She stared blankly at this dad , so he didn t listen to her explanation just now Dad she called out again shamelessly.
I heard that you and Zhao Yasi were friends. I didn t know that she was in a car accident and died.Someone slandered Chen Xi for compulsorily acquiring a company.
Then do you feel anything uncomfortable There are only five days left.His nails dug into the flesh of his palms. Li Shaoting took off his coat, ripped off his tie, and threw it on the sofa.
Does he know how sad it would be for his white haired person to send a black haired person Li Shaoting strode to his grandfather s side and looked at the buildings downstairs.As soon as he touched her, she shivered violently. Mrs.
If I don t remind you, etc. When you get on stage and fall down, don t blame me for letting you go on stage It s not like he doesn t have enough confidence in his work Seeing Tony s arrogant look, Gu Ruoyi couldn t help but burst into laughter.Look at your ring, this is the ring I gave you In the ring are your and my initials After saying that, Li Shaoting took off the ring from her finger in Advanced Weight Loss Keto Gummies A New 8dverrw Tool For Your Diet front of him, and then showed it to her.
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Luo and said, Mr. Luo, you don t seem to have charged for this patient Mr.Xiaobai took away the lunch box first and then walked quickly to the water room.
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Du Heng felt relieved now. He glanced at the messy living room with lingering fear.Du having trouble sleeping recently Du Heng was stunned for a moment, No.
At once.
I only had two dreams, and the things in the dreams were not very good.
If you have nothing to tell me, then I will contact Lao You and the others and we will set off tomorrow and the day after tomorrow.Therefore, the yang energy of the acupuncture point here is strong, and it also contributes to the healthy movement of qi and blood in the spine, and the circulation is endless, making people The whole body is Transform Ecu8 Your Weight Loss Journey With Green Tea And Apple Cider Vinegar full of strength, hence the name Changqiang.
Chinese patent medicine This made Du Heng couldn t help but glance at the row of medicine cabinets against the wall.The reasons are almost the same. Either they are sick and go to see a doctor in other places or they go out to do errands or they go out to visit relatives.
Seeing the people around him all looking at him, Zhang Dewen snorted lightly and said, Don t look at me, old man.In the past few years of studying medicine with his teacher, if the old man hadn t been supervising him every day, and if the cane hadn t hurt so much, he was very sure that he wouldn t have been Post Malone Weight Loss Analyzing The Impact On His Life And Potential Corporate Wellness Strategies 4blh able to learn what the old man taught him.
Do you know how many medicinal materials can be hoarded in five years Do you know that if all these hoarded medicinal materials are suddenly put on the market, the corresponding At what price will the medicinal materials fall to Think about it again, if they delay the launch of the new medicine on the eve of acquiring the new medicine, what will the price of 0c8q How Intermittent Fasting And Keto Pills Impact Metabolism Hormones And Health the new medicine be Liao Quansheng took a deep breath and said seriously, If it really happens In this case, those growers who have invested a lot of money will be robbed overnight.
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Du Heng smiled and responded to Dr. Xiaobai s answer.In this way, the method There is only one, continue taking the medicine until the child is born.
Lao You looked at Du Heng who was twitching. He was speechless and pushed Du Heng helplessly.To be honest, the elderly ladies in my village are all better than the current Pan Chengchi.
Now Corey is Director Di has already complained, saying that he acted deliberately because you were not here.And listening to the conversation between these two people, it seems that they are here to ask for a child.
Qualification to practice medicine is a nightmare for many ancestral medical doctors and illegal practice of medicine is a cold and cruel word.Wu Shengnan said anxiously, What does this have to do with adding insult to injury What you should focus on now is your health and safety.
Before he went abroad, What To Mix With Apple Khm6 Cider Vinegar To Drop Pounds Naturally the time he spent in this office was to treat the boy with epilepsy and the vegetative patient with cerebral hemorrhage.Talking about the legends of the family elders. Slowly, the resistance between Du Heng and Lao You gradually diminished, and looking at Yao Youshi and Wu Yueli enjoying their meal, they began to accept it more or less.
This is what he said.
Nothing wrong. Du Heng finished the last mouthful of noodles, took a sip of soup and groaned comfortably, then said, Let s go see Dr.That s it. Let s sort out the data we have obtained now, and then you and Director Losing Weight With Xigduo Xr Benefits 5hw9 Challenges And Expert Tips You Come back with the data and the remaining medicine.
It s uncomfortable. But now I see Zheng Yuancheng stabbed in the lung by Zhang Dewen because of Du Heng.For experts. For people in small places, some underdeveloped and remote areas, and some areas with insufficient medical resources, bee acupuncture therapy still has certain advantages.
A month later, Du Heng directly submitted applications for three national level projects in oncology, hypertension, and diabetes.He rushed over and stepped on the young man who had just gotten up.
Zhang Shiping said noncommittally. Kang Zhirong swallowed hard and said, Mr.Even when Lou Guozhang sat on the sofa opposite, he still looked at Lou Guozhang with a particularly calm look.
When he saw Du Heng and the others, he jerked his head back.If he comes and leaves quietly like yesterday, maybe some people will pretend they don t know even if they know about it out of face issues.
If it s hundreds of thousands or even a million dollars, just for the purpose of promoting Chinese medicine, I ll just add more money, and it will be regarded as contributing to the development of Chinese medicine.Master Li, am I right The old man s expression did not change, and he gently knocked off the cigarette ashes on Bioketo Gummies Natural Weight Loss Supplement On1gef the soles of his shoes.
Du, the Eight Du s Needles you taught us can cure others well.But for such a large investment, I think risk sharing should be done.
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Wu Shengnan looked happy. Asked further, You don t lie Is there any benefit to lying to you Wu Shengnan laughed, then touched his face and said, For someone like me who often runs outside, his face is very rough.Du Heng s mouth twisted, and he didn t know what to say.
He wanted to confirm Feng Wei s status before setting off this morning.Because in a master s degree To them, the things they make in the first stage are really no different from looking at rubbish.
He is no longer satisfied with peeking at the patient s things at home.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.