Los principios del marketing también precisan estar vivos en el medio digital

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.

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He was not afraid of misfortune, but afraid of comparison He was so miserable, and Lu Ziji, his enemy, turned out to be so happy, how could he balance his heart Found it However, Lu Yu was too lazy to pay attention to Lian Peng.He was a powerful True Monarch in the Nascent Soul stage, so why did he need Yunyun s protection Senior Brother Feng The Best ACV Keto Gummies for Weight Loss: Do They Really Work? A Review of Real Vita ACV Keto Gummi Zhang, I want to go back to Luofeng City and see Brother Lu and Grandpa, is that okay Looking at Yunyun s expectant eyes, Feng Zhang was silent for a while and nodded.

If you look carefully, wherever there are black clouds, there are blood hand sect cultivators riding monsters, riding warships, or flying with swords.People in the palace can go see it, but they can t touch it Lu Yu looked at the Scarlet Flame Pavilion Artifact Spirit in a funny way.

Zhuang Ling er is now sixteen years old. At this age, if he is in the Nascent Soul stage and has been practicing since childhood, he is CBD Gummies with Less Than .3 THC: Benefits, Legality, and Reviews at least in the foundation building stage.How could he not want to He would not forget the blood feud between the banker and more than 1,300 people day and night.

Immediately afterwards, everyone became furious and shouted angrily Lu Yu, this is the capital of Zhangzhou, one of the state capitals under the jurisdiction of the Shenghua Sect.You don t even have Tianluo flowers. If you say Tianluo flowers can attract the queen bee, aren t you talking useless nonsense And Yan Xunnanmei also had a gloomy look in his eyes, and it seemed that he was really about to make final preparations.

One of the family members was the shopkeeper of Cangshan Sect s deacon and said angrily You don t know We have a genius in Luofeng City, named Yunyun.If you want to crack it, Understanding the Benefits of Blue Vibe CBD Gummies: A Comprehensive Review you can only use brute force to smash it into pieces and rub it bit by bit There is no clever and easy way Hearing Lu Yu s words, Lian Peng sneered and said, I m afraid you don t know how to break the formation.

This is a big mistake This is also the What THC Gummies Are Good for Sex: A Comprehensive Guide (Qdvwj) reason why Lian Peng must kill Xie Lu.He looked coldly at Lian Yu and others and shouted angrily Okay Very good It just so happens that our Shenghua Sect is full of Unlocking the Power of Reviews for ACV Gummies: A Comprehensive Guide to Choosing the Best Product f anger.

However, Lu Yu could also understand. Lu Yu s background in his previous life was also not good, so he fought step by step and desperately fought for opportunities, and he just reached the point where he could become the Ziji Immortal Emperor and overlook all the worlds.Among them are countless immortal sects, immortal families, immortal Understanding the Benefits of Elevate CBD Gummies for Enhanced Relaxation dynasties, and countless proud sons of heaven vying Benefits and Uses of CBD Gummies in McAllen, TX: A Comprehensive Guide to CBD Gummies McAllen TX (PPHhQ) for glory.

Well, since no one is coming to chase me, let s go to the second floor of Red Flame Pavilion Lu Yu waited for a while, but no one came, and he was too lazy to wait any longer.Sooner or later, sooner or later, one day, I will settle the score with you Gou Ruibei bit her red lips, her face flushed, and she murmured in her heart.

The fifth floor of Scarlet Hemp Emu CBD Reviews: A Comprehensive Analysis of the Product's Efficacy (SKtSN) Flame 10 Powerful Home Remedies to Lose Weight Fast Without Exercise Pavilion is where God Lord Liu Yan originally refined weapons.wishing to punch Lu Yu in the face, but then he Winged CBD Gummies Review: Benefits, Ingredients, Dosage, and Expert Insights still held his breath and said I am actually sealed in the secret realm of Liu Yan Shenjun s cave.

Everyone saw a young man with a very feminine face and long hair shawl slowly walking out of it, his eyes seemed to be raised with a strange light.Looking up, he saw the shy and timid Princess Lu Yi.

What do you want to eat Yunyun will cook it for you You can t become an immortal if you can t cultivate it.That s great It just saved the ancestor s life The ancestor of Xielan was immediately overjoyed, but soon his expression turned ugly.

Sect leader Wan Zhi and other ten The Benefits and Effects of Purple Enhanced Mushroom Gummies: A Comprehensive Guide (MPAeX) god incarnation stage gods, isn t this a ridiculous joke impossible This is simply ridiculous Feng Yao, the leader of the 2025 Winter Weight Loss Strategy: Mastering the Timing of Apple Cider Consumption in the USA, Cangshan Sect, is only at the peak of the Nascent Soul Stage, so he is not as good as the Transformation God Facing ten powerful men in the God Transformation stage, including a strong man like Wan Zhi, the leader of the Wanli Sect, who is close to the peak of the God Transformation stage, the Cangshan Sect will definitely die Everyone did not believe it and thought it was a ridiculous lie However, Zhangzhou Prefecture and Wanli Sect did not come out to refute the rumors, which immediately shocked the entire Zhangzhou immortal world.

Lu Ziji actually wants to surrender to the Cangshan Xingxiu Immortal Realm.He CBD Gummies and Airport Security: A Traveler's Guide to Regulations and Safety knew that Boosting Testosterone Levels with Primal Edge Testosterone Gummies: A Comprehensive Guide (ZNDqb) Wuhua Sect was recruiting cannon fodder.

Just like the Heisha thief, he was not there before.Immortal cultivators are so terrifying When Lu Ziji stepped into Cangshan Star and faced the cultivators of Cangshan Star alone, all the hidden forces believed that Lu Ziji would definitely die.

Now when his spiritual energy is exhausted and he is approaching the end of his lifespan, he is actually able to break through the stage of becoming a god.No matter how evil a genius is, he will be nothing after death However, Zhao Wuyuan didn t know that in He Wenxin s mind, Lu Ziji was not just a prince in law of the Western Wilderness Kingdom, but a secret of heaven.