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
Es necesario integrar las estrategias de atención sin importar si la interacción con el usuario se produce a través de un chat, llamada telefónica o en redes sociales.
Just think about the fourth grade four clawed dragon who was extremely crazy for this Dragon Vein Source Crystal, and you can judge how precious this Dragon Vein Source Crystal is.As for her daughter being interested in Li Shiming, these will pass after Li Shiming becomes a monk.
Li Yuanba took out the Ten Thousand Swords Peak. He needed to quickly deal with the four late stage Jindan monks before he could face the early stage Nascent Soul monk Song Laozu.Currently, I am studying the enhancement of spiritual fire and have achieved some initial results Xie Lang The master speaks very directly, and his opening is an invitation.
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he will definitely die in this battle.If they get more resources, they will naturally hand over part of them to the sect.
He handed over the metallic flying sword spiritual weapon to Li Yuanba as a reward for the competition with the Mingxin Sect of Northern Shu, and also selected an excellent quality spiritual weapon defensive shield from the trophies as Li Yuanba s backup magic weapon.This was the Easy Exercises to Lose Weight: 3 Effective Workouts You Can Do at Home
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This lightning was extremely fast and the attack was too sudden.Many monks are gathering from all directions, and even many golden elixir monks are coming to join in the fun.
Under his clairvoyance , he saw that several spiritual power lines in the formation in the utility room were deviated.The inside of the main hall gave Li Shiming a feeling that this was a separate world.
Twisted, they were all melted into thunder balls by him, which were used to temper the Evil Slaying Sword and the Purple Thunder Hammer As for the aftermath of the catastrophe, although Wang Shiyuan, Liang Yuzhu and Hongtang were swept to the United Farms CBD Gummies Website - Natural Relaxation and Anxiety Relief
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Xuan Zhenzi said approvingly Ye Xiaotu is very accomplished in thunder magic.
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Inside, there was a group of young disciples who showed off their power and had just defeated their uncles.It was the body protecting defense of Yujian Qianli.
They pressed their right fists on their chests and bowed and saluted I ll see Ye Keqing later Ye Keqing came a long way and was able to help our Golden Crow tribe.
Boom Roar The arrow hit the shoulder of the great ape.Hey Zheng Xiaoliu walked to Luo Chen and touched Luo Chen s arm What does this person mean I know too.
Luo Chen said coldly. When Qin Fei heard this, his heart was filled with helplessness.Instead, they held torches and began to observe the stone tablet.
In the villa, I thought it was relatively safe, so I relaxed my vigilance and did not use my senses to pay attention to the surrounding situation.The pressure of the waterfall can no longer help you much.
The folk customs here are strong, the people are martial, and the martial arts and government coexist.I m afraid he will lose in just a few moves. Haha The sword idiot just took advantage of the two more years of training and his true energy is deeper Song Ting smiled modestly.
Luo Chen frowned and knocked on the door again. Didn t I tell you not to disturb me This time, a voice came out, but it was very impatient.When he reappeared, he was already in the ice cave and was hidden behind a stone covered with ice and Understanding the Benefits and Effects of CBD Gummy S: A Comprehensive Guide
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Li Ge looked at Luo Tianhe s glare, shrank his neck, laughed twice, and sat aside without saying a word.The little fire fox would only be well supported there and would not be abused.
A small cloth bag containing lime powder was carried around his waist.dust. Well, it means setting up a fleet to transport goods or letters for others and provide protection.
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Among them, plum blossoms are the most prosperous, with plum blossoms of various colors vying to bloom.With a dang sound, the piece of silver was safe again.
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Sun, Luo Yan and Li Yuxi. Thinking of this, Luo Tianhe, Luo Chen and Li Qing suddenly looked at Mr.Luo Chen, who had just turned around, frowned, and then quickly drifted towards the low wall on the right with his feet little by little.
Fortunately, the low wall was not too wide. Although more than two hundred people rushed towards it, only a dozen people could rush into the ruins at a time.The incident happened suddenly, and the Clouded Leopard was both a sneak attack and extremely fast.
He has also practiced Tianlei Sword Technique, one of the Tianlei Zhenzhen sect s martial arts, to a small degree
As soon as Luo Chen sat down and took a sip of tea, he heard a middle aged man at the next table say to his companion.If you can t kill them, I will kill you Yes Go right now.
General, although Wang Bao is very talented, he does not obey orders and mobilizes the army without permission many times.
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it would have been enough to support the perfection of the merit body Haha, it seems that this organization of God Creators has done a lot of evil.Looking at this scene, he also stroked his beard and sighed.
otherwise you will be responsible for the consequences If you miss the time, Lu Ziji, you will have no way out And if you run away, you will only die At this time, inside the cave.Especially Qian Rendong, the leader of the Thousand Blades Sect, at this moment, the sword intent all over his body is surging, tearing the sky apart, with clouds covering hundreds of miles around, thunder roaring, and filled with a doomsday atmosphere Whether they are immortal cultivators or birds and beasts, they are all terrified Lu Ziji, no matter where you are hiding, you will definitely die Thousand Blades Sect s Qian Rendong, the sword intent in his eyes was surging, and the killing intent was boiling With Lu Ziji, it can be said that this is the first time in hundreds of years that the Thousand Blades Sect has suffered such a big loss Hundreds of Thousand Blade Sect disciples and elders were killed by Lu Ziji Why Quick Fixes Like Laxatives Should Not Be a Part of Your Weight Loss Journey
With such a heinous blood feud, how could the Thousand Blades Sect not return with revenge The leader of the Thousand Blade Sect, Qian Rendong, even plans to go directly to the Xihuang Kingdom in person to kill Lu Ziji In an instant, Qian Rendong s top notch spiritual sword, the Guhan Sword, soared directly into the air, tearing the sky apart, and shot out in Do Effective Weight Loss Pills Really Exist? Separating Fact from Fiction
the direction of the West Wasteland Kingdom at lightning speed On top of this top notch spiritual weapon, the long sword, is also entrusted with the projection of part of Qian Rendong s soul You know, the leader of the Thousand Blade Sect, Qian Rendong, is a divine king at the peak of the divine transformation stage, and is famous in the Western Wasteland Even though the Thousand Blades Sect does not have many divine transformation stages, Pei Chuan has only been promoted in the past two years.
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Lu Yu smiled and said nothing. Yan Xunnan s pouting look was more interesting than the previous look of a saintly girl who was aloof and compassionate to all living beings.Not easy to deal with At this time, the Red Flame Pavilion weapon spirit on his waist emerged, and the crisp Loli sound resounded, with a hint of schadenfreude Hehe, Master, I let you win before, now you are at a disadvantage, right Lu Yu looked at the Scarlet Flame Pavilion Weapon Spirit coldly and said, Red Flame Pavilion Weapon Spirit, what s going on If I remember correctly, there can t be anyone in the God Transformation Bloom CBD Gummies Amazon - Reviews, Benefits, and Where to Buy
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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.
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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.
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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.
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.
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)
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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.
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.
Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.