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 participación del ferrocarril en el transporte de carga en México ha crecido de manera continua y ha alcanzado niveles comparables con varios de los grandes sistemas ferroviarios del mundo.
Resulta tentador saltar directamente al diseño de la cadena de suministro verde; sin embargo, el éxito a largo plazo depende primero de sentar las bases adecuadas en cada eslabón que la conforma.
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These three spells are basic spells that Ling Zhifu must master.As long as he finds a suitable place, he can arrange another sea of flowers.
Li Yuanba did not mine the Hell s Crystal because he did not want other monks to discover his special interest in the Hell s Crystal.The most important thing is that the Baidi Sect made a promise, that is, the Baidi Sect will come forward to help the Fuliu Sect handle the affairs of the Vicks ZzzQuil | Sleeping Gummies | Gummies | vicks gummies [NeXRQEmgknS]
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His voice echoed throughout the voyage ship, and he did this to prepare the other monks on the voyage ship for battle.Then the sword of the Four Characters continued upward along the thunder and passed through the thunder.
As an alchemy master, he has a clear and accurate judgment on the effects of taking fourth grade elixirs.When Li Shiming was about to say something, his and Kang Yuan s identities shook at the same time.
Although there was a gap between him and Zuo Ancestor s descendants, Zuo Ancestor treated him well and was a qualified senior.The great monks of the Zhongzhou Continent have relatively few contacts with the great monk Chang Changju.
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The Great Master looked at Xiaoleiyin Temple, doubts flashing in his eyes.However, Li Yuanba needs Ten Thousand Swords Peak more than him.
Under the influence of his divine vision , he saw monks fighting thousands of miles away.As soon as he transformed into the corpse refining state, he discovered that the Xuanyin Fire in the golden corpse was absorbing energy from the void, and the quality of the Xuanyin Fire was rapidly increasing.
Zhongzhou Commercial Bank s business is spread all over the world of immortality.The point it passed through was the weak point of the lowest part of the thunder.
He originally had no intention of killing the three great elders, but he would not be lenient if the three great elders sought death themselves.Li Shiming checked it and found exactly twenty Fantasy Moon Spirit Fruits, no more, no less.
The Nascent Soul within the bodies of the three Nascent Soul monks was wrapped in the Fire of Nirvana.Great monks are not allowed to participate. This is a common agreement among all the superpowers in Zhongzhou Continent.
It only provided Xiaofeng and Phantom Dragon with the resources they needed, but did not conduct targeted comprehensive training.Think about it, Great Monk Luo Pei is a great monk of casual cultivating.
Now the opponent has the first mover advantage. If the advantage grows bigger and bigger, and the era of gods comes, then the opponent s advantage will be exaggerated.Got it Zhao Hao walked to Bai Long s head and carefully poured the medicine in his hand into Bai Long s big mouth that could almost easily swallow him.
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But the Falcon Principality said otherwise. The opponent is too strong, so powerful and ambitious, so let the demons and undead resist first.units or supplies. But in the face of this kind of sea battle, these arms sank into the sea without playing any role.
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either have incredible strength or have someone behind them.The other party will definitely agree. The importance of a core level legion on the battlefield is unquestionable, especially for those heroes.
Isn t the contribution value he has been saving just for use at this time.Twenty thousand miner players Although the number is nothing compared to scattered miners.
In the process of ascending to that position, the stronger the Storm Leader is, the more beneficial it is to him.Even though Zhao Hao had seen a lot of good things, he was shocked by the effects of these two potions.
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this reason, he suppressed the anger in his heart and waited for the aircraft carrier to show his face and let these aboriginal forces understand.
According to Qin Hu s memory in his previous life, about two hundred people were stationed here.If you want to live on your own territory, you not only have to pay taxes, but you also have to help fight in times of war.
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like a lot, but on a battlefield like this where there are dozens or millions of undead, shooting them to death won t cause too many casualties.Sorry, some personal matters delayed the time Zhao Hao walked into the wooden house and sat down in front of the figure, who was shrouded in a green robe.
In the original history, there must have been a large number of territories that could not withstand the situation, accepted the support of the indigenous forces and became the spokesperson of the other side, so they were described as breaking bones.The system can only guarantee the hero s loyalty, but not his character.
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It s just that the puppets don t know what fear means, and they surround him again.In other words, if the golden dragon really dares to claw back, not to mention how much damage it can cause, it will first suffer a certain proportion of damage that ignores defense.
Hiss Amidst the snake like sound of shooting, the dark attribute arrows erupted directly in the heart along the wounds burned by the dragon s breath.
It was as if he was possessed by another force of will.Such a collision would either kill you or me. Since it was blocked by the monks, the fate of the forest beast could be imagined.
Symphony. Hearing Master Qiyun s voice, everyone couldn t help but look over there, and saw a colorful spider about the size of a soybean parked in the air more than ten feet in front of Master Qiyun.The living dead seized the opportunity and slapped the side of Yin Yang Slash directly with his palm with great force.
There were a total of one hundred and six disciples of the Yin Yang Sect, and it took almost half an hour to check them all.The dual element sword formation produced by the low grade spiritual weapon was much more powerful than that produced by the high grade magical weapon.
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Wei Yufeng was also a master who had practiced for many years.For such a villain, there was no need to stay, and he was immediately killed by everyone.
Chen Zongwei looked at Fang Hong and said, Military defense system This has not been taken into consideration.In fact, we are the party that suffered the most losses, and our net assets have shrunk by nearly 400 billion US dollars.
Prior to this, the number of simultaneous online viewers of Lingke TV s largest anchor did not exceed the threshold of 100,000.Xiao Quan Wubi firmly believes that there must be someone in Fang Hong s core top circle who has known the truth for a long time.
New melons came out and everyone started eating them
After the New Year s Day holiday, the time came to Wednesday, January 4, 2012, the first trading day of the new year for the A share market.After rebounding on the first day due to the benefit of the reserve requirement ratio cut, it suffered three consecutive declines for hundreds of millions of investors.
Not only will it be possible in advance, It has locked in the buyer who will resell the property, and the buyer is still a wealthy owner with strong credit.6 trillion, you can confidently refuse to pay any of it if you choose to deny it, there is no reason to blame Women's Endurance Strength Program motivation weightloss shorts losebellyfat [PWB5CzhGOz9]
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Do it with a budget. But the country spends too much money, and this is often done in the field of infrastructure, focusing on solving people s livelihood issues.The stock market was about to open soon. Luo Qingan also turned around and held an after hours meeting to assign tasks to the company s traders.
This is equivalent to the annual fiscal revenue of the most developed first tier super cities with a population of tens of millions in China three years ago.I am an advertising operator, Baidu in China. It should be obvious to everyone what search engines such as Shenma, Soosou and Shenma do.
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When they learned that Fang Hong was going to talk about something big, they immediately came to watch the news.Now there is no such good reason. It is unjustifiable to fill in a few more islands and reefs.
3 billion. This is also a daily limit in line with expectations
Also today, outside of the stock market, e sports players from all over the country and even the world have focused their attention on Xincheng, a metropolis with a population of more than 6 million.The more he eats, the more he will win. It can further slow down the progress of foreign chip giants in iterating high end new products.
In addition, there are a number of other details that have been optimized, including private sleeping compartments, personal storage space and Public areas for social entertainment.If it were that simple, the production line of North American F 22 fighter jets would have been restored long ago.
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Por Silvio Vidoto | Director de Marketing de Unify; Soluciones de Comunicación y Colaboración del grupo Atos.