12 de octubre de 2010

Tendencias de mercadeo

Gracias a las herramientas que proporcionan las redes sociales, como son Twitter, Facebook y aplicaciones como blogs, videos online y demás, la información y las noticias viajan a la velocidad de la luz. Para la gente de mercadeo, eso significa nuevas oportunidades para llegar a los consumidores, tal como lo expresa Susan Gunelius, presidenta y CEO de KeySplash Creative, en Orlando, florida, y autora de numerosos libros sobre marketing, branding y social media quien detecta 10 tendencias en el área del mercadeo y la publicidad que van a afectar la estrategia del marketing de 2010 en adelante.

1. Transparencia y confianza son fundamentales. Los consumidores han vivido en la primera década del siglo una serie de acontecimientos negativos y ya no están dispuestos a aceptar así no más lo que las empresas les digan. Crear confianza será lo más importante y una vez que se consigue habrá que mantenerla. Ni confianza ni transparencia son algo que se logra una vez, constituyen un esfuerzo continuado.

2. Menos interrupción, más valor agregado. Se acabaron los días en que los mensajes de mercadeo se hacían para conseguir la atención de los consumidores. Ahora hay que darles algo que sea no solamente valioso para ellos sino también útil.

3. Valor. Después de la crisis, más que gastar dinero frívolamente, la gente comenzó a buscar ocasiones, ofertas, oportunidades de usar cupones y la mayor conveniencia para su dinero. Cuando la economía se recupere totalmente, esa conducta no desaparecerá inmediatamente. Habrá que concentrarse en el valor al crear las campañas de marketing siempre con el consumidor en mente.

4. No digan, muestren. Muéstreles lo que hay en su negocio, producto o servicio, muéstreles por qué les conviene que gasten su escaso dinero comprándole a usted.

5. Los medios sociales no se van a ir, involucrarse es fundamental. Twitter, Facebook, blogs, Youtube y otras herramientas de la comunidad social online tienen cada vez más adeptos en todo el mundo. Es fundamental que su negocio se sume a esa conversación en la web y que usted atraiga consumidores en esos sitios. Déles contenido interesante e interactúe con ellos para aprovechar el poder de esas redes sociales.

6. Se imponen los mensajes que dan tranquilidad de conciencia. Tantas cosas negativas han ocurrido durante la primera década, desde escándalos empresariales hasta desastres ambientales que los consumidores buscan mensajes que los tranquilicen. Trate de transmitir una sensación de seguridad para satisfacer esa necesidad.

7. Las relaciones reinan. Aproveche la web para interactuar con personas de todas partes y crear relaciones que no habrían sido posibles diez años antes. Cuando usted entabla relaciones con consumidores también crea una banda de gente leal a su marca que puede convertirse en una poderosa herramienta de marketing boca a boca.

8. Videos online y marketing móvil. Cree su propio contenido de video o contenido móvil. O invierta en video online o publicidad móvil Éste es el momento ideal para hacerlo.

9. ¡Foco, foco, foco!. No intente hacer todo para todos, las marcas más fuertes son marcas concentradas. Comience a usar el término nicho para identificar productos, sitios, blogs y demás.

10. El marketing integrado le gana a las tácticas individuales. Es absolutamente esencial que usted rodee a los consumidores con sus mensajes. El número de comunicaciones que la gente ve cada día es impresionante, por eso es importante que su marca no se pierda en la maraña. Usted puede destacarlos rodeando a los consumidores con experiencias de marca y permitiéndoles elegir cuál de esas experiencias quieren consumir.

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