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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I don t know. Out of comfort or out of the true thoughts in his heart, Gu Ruoyi only felt that it was worth blocking him for that moment.Zero, don t move If you move again, don t blame me for making the painting look ugly The woman pointed her pencils here.

In fact, she didn t want to see him either. In the maternity room, Mu Xinran held Xiao Chen in her arms, and saw that Lin Yan had carried her child out for so long without hearing any sound, and became a little absent minded.It s bearable. Help Gu Ruoyi is going to kill someone Help Bai Feifei couldn t break free, so she had to shout loudly.

Gu Ruoyi smiled back, Long time no see Are you here to get the invitation You too Gu Ruoyi was confused.Ye Zixiu was shocked when he saw this and hurriedly pressed the beeper.

Li, no, no, it s not me. Choosing The Right 726 Multivitamin Gummy For Adults A Comprehensive Guide Kgzgw That car is not mine This car is not mine She hurriedly explained This car didn t belong to her at all, but to Lu The Benefits Of Sundown Naturals Adult Multivitamin Gummies For A Healthy Lifestyle Bxzal 5187 Qianxue.Although Gu Ruoyi only met this couple for the second time, she was not restrained at all and ate her food elegantly.

He said that just in case he was caught, if he was caught, he would just 96135 Are Hemp Gummies Legal In Canada A Analysis Of Cbd Direction And Methodology say that he was rich.I don t think Li Shaoting will take it to heart. He has probably forgotten about it by now.

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Although this is not the first time that I have looked at him like this, it is definitely the first time that I have looked at him so clearly and seriously.Why did the bodyguard say they couldn t find you What does it have to do with you where I go Li Shaoxi looked out the window.

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