Grandes Tendencias En La Publicidad
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The document discusses changes in media consumption and advertising. It notes that consumers now spend over 10 hours per day engaged with various media like TV, radio, magazines and the internet. The "media wall" between consumers and advertisers is falling as marketing shifts to more collaborative approaches. By 2010 people will be exposed to 3000 ads per day across various media platforms. Engagement will become a more important metric for marketers than simple ad exposure or interruptions. Marketers will seek to place brands wherever consumers are, such as in movies, games and other media. [/SUMMARY]
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Una pregunta para cualquier departamento en cualquier empresa que quiere sobrevivir en la Nueva Normalidad
Marketing Radical
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3. Excelencia en la ejecución a
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Content Marketing & Nueva Normalidad Digital
Hoy cualquier marca debe volverse una empresa de medios.
Llamar la atención de nuestros clientes se ha vuelto una tarea titánica: el mismo concepto de "consumidor" es obsoleto.
Merecerse al Cliente, entender la Nueva Normalidad Digital, entender al Marketing Lateral y al Agile Marketing son herramientas clave para tratar de ganar la atención, la consideración, el lead y por último la preferencia y lealtad de nuestros clientes.
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El Marketing tiene que cambiar: el viejo marketing kotleriano por sí solo se ha revelado no adecuado para este nuevo entorno.
Las marcas deberán adaptarse a este nuevo entorno caracterizado por:
* la desaparición del Consumidor, sujeto pasivo, y el advento del Cliente, sujeto activo, exigente e informado;
* Los puntos de contacto infinitos y no controlables ya por la marca, gracias al surgimiento de la web 2.0 y del ZMOT
* La cada vez menor credibilidad de las marcas comparada con lo que sus clientes dicen en las redes
* Redes Sociales, penetración web 2.0, estadísticas digitales, lo móvil ya presente, etc.
Para enfrentarse a este nuevo entorno proponemos:
* Cultura Digital
* Mistica del Cliente
* Organización Flexible y resiliente
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Recomendaciones para PR 2.0, DO's & DON'Ts, ejemplos.
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Proximidad: engrandecer la relación con el Cliente, ponerlo al centro de todo, para merecer día con día su preferencia.
Innovar en Marketing Hoy
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Sin embargo, el gran interrogante que queda es el siguiente: ¿tendrá la clase política el interés en realizar las reformas?
Artículos: marketing en la nueva normalidad
Este documento discute cómo el cliente ha cambiado de ser un consumidor pasivo a un buscador activo de experiencias. El cliente de hoy espera confianza, información, respuestas rápidas y una relación con las marcas, no solo una transacción. Las marcas deben enfocarse en crear experiencias positivas para los clientes que generen lealtad emocional a largo plazo.
Hacer Marketing Hoy (2012)
¿Cómo enfrentarse a la Nueva Normalidad?
¿Tiene sentido hablar de consumidor o no será más bien un "buscador de experiencias y contenidos"? ¿Qué implica la saturación de los mercados? ¿Cómo enfrentarse a la hyperconectividad? En resumen, ¿Qué hacer? El marketing tradicional se ha vuelto obsoleto: los paradigmas planteados han dejado de ser efectivos frente a la proliferación de marcas y a un consumidor informado, exigente y poderoso.
La Empresa en la Nueva Normalidad
1) El documento describe el contexto actual de incertidumbre y turbulencia en la economía mundial denominado como la "nueva normalidad".
2) Para enfrentar este contexto, las empresas deben adoptar un enfoque más resiliente enfocado en mantener el crecimiento a expensas de los competidores débiles.
3) También deben cambiar la forma de hacer negocios y marketing, con un énfasis en satisfacer mejor a los consumidores a través de una comunicación más integral con las marcas.
¿Cómo dar experiencias de marca de valor?
Saber proporcionar a los clientes (consumidores finales, shoppers, distribuidores) experiencias de marca de valor, impacto y diferenciadora se ha vuelto un elemento clave para construir valor capital de marca.
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Precios & Pricing en el Branding 2.0
Material para el curso de "Construcción de Valor Capital de Marca", Universidad Panamerica, Campus Santa Fe, México 2012.
Taller de Marketing Lateral, Mar. 2012
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Marketing en la Nueva Normalidad- Conferencia ExATec, Toluca NOV 2011
Sobre hacer marketing en la Nueva Normalidad. No es cosa fácil: se requiere rapidez, capacidad para innovar y romper paradigmas, visión de largo plazo, saber dialogar con los consumidores y sobretodo conocer y saberse atrever a utilizar las herramientas de diálogo digital (Web 2.0).
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