Marketing

Todo lo que tienes que tener en cuenta para lanzar una campaña de marketing

Lanzar una campaña de marketing no es una cuestión trivial, sino que es un proyecto complejo que requiere la ejecución de diversos procesos y la coordinación de diferentes medios y equipos para lograr un resultado de éxito. Si vas a lanzar una campaña, esto es todo lo que tienes que tener en cuenta:

1 Definir los objetivos

Una campaña necesita definir objetivos a alcanzar y cuantificarlos. Al menos se necesita concretar un logro que se quiere conseguir, como puede ser ganar un 10% de cuota de mercado, vender 10.000 unidades de producto, elevar la puntuación que los clientes le dan a la marca un punto sobre diez, etc.

Es importante definir objetivos concretos, sin andarse con rodeos o dejar abierta la puerta de la interpretación y que a la hora de evaluar resultados o tomar decisiones, puedan surgir diferentes interpretaciones. A esto ayuda la cuantificación de los objetivos, que sirve para concretar hasta donde se quiere llegar exactamente. Esto es necesario porque es fácil decir que se quiere mejorar la imagen de la marca o se quiere vender más pero, ¿cuánta mejora de imagen y cuántas unidades más se quieren vender?

2 Realizar un análisis estratégico

El análisis estratégico previo al lanzamiento de cualquier campaña de marketing es necesario para tener claro a qué se está enfrentando la empresa en el reto que se presenta. Se trata de un análisis del entorno, de la competencia, del producto y de la situación interna y externa que lleva a que se consigan los resultados actuales, así como las tendencias esperadas en los próximos períodos.

Para realizar este análisis se puede recurrir a fuentes internas, basadas en la experiencia de la empresa, o a fuentes externas, como información disponible en Internet, empresas expertas en estudios de mercado, encuestas, entre otras. Una vez procesada toda esta información, se tendrán unas conclusiones del análisis estratégico de la campaña.

3 Diagnóstico

Una vez se tiene el análisis estratégico, el diagnóstico de la situación actual permite poner encima de la mesa información sobre las debilidades, amenazas, oportunidades y fortalezas del objeto de la campaña. Presentando esta información como una matriz DAFO, se puede ver claramente la situación y plantear soluciones para poder transformar las debilidades en fortalezas y las amenazas en oportunidades.

4 Planificación estratégica

Basándose en toda la información anterior, llega el momento de la verdad, es decir, de definir los objetivos comerciales y de ventas, de rentabilidad y otros (de satisfacción del cliente, impacto imagen de marca, etc.). A continuación, se necesita determinar qué estrategias comerciales se llevarán a cabo para lograrlos, así como los segmentos a atacar, el posicionamiento frente a la competencia, las estrategias de producto y marca, precio, canal y de comunicación. Esto es lo que se llama el marketing mix.

5 Plan de acción

En base a la información definida, se traza un plan de acción para conseguir los objetivos propuestos. Este plan debe concretar de forma realista los pasos a dar para lograr los resultados, detallando los hitos necesarios en el tiempo, el presupuesto y los equipos necesarios para llevarlos a cabo. A la hora de planificar siempre hay que huir de los dos extremos más peligrosos, como son la búsqueda permanente del óptimo y la parálisis por el análisis.

6 Ejecución

El plan de una campaña de marketing es algo vivo, dado que a medida que se vayan ejecutando tareas se irán necesitando ajustes y nuevas versiones de la planificación. Lo importante es intentar mantener una coherencia con la línea base, para tratar de garantizar que se cumplen los objetivos, al mismo tiempo que se van tomando decisiones con la mejor información disponible en cada momento.

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Thinking about working with a UX agency for the first time? Great! Welcome! You’ve probably heard about user experience, user-centered design, usability and a host of other names for following a customer-centric approach to designing products. There is a wealth of nuance here, but these are the key things you need to know.

ux-design-process

IT’S NOT WHAT YOU THINK

It may seem pretty straight-forward, but the user experience (UX) design process is frequently confused or misrepresented. Let’s talk about what it’s not first. In the past, I’ve been asked to spend two hours to “UX some wireframes.” While I wish there was a magic UX wand to allow me to do that, creating a great user experience does not equal “doing some wireframes,” and it’s certainly not something that happens with the snap of a finger.

There is also a big difference between expert-led best practice design and user-centered design. There are many excellent designers out there who have a great grasp of best practices in design, but every product is different, and without focusing on UX from the outset, the output you’ll get is likely to be akin to a flashy but generic, ill-fitting suit. A great user experience is tailored. It’s important that you know what you’re asking for and what impact that has on your outcomes.

UX also is not market research. Market research often looks at demographics and attitudes. While that detail can be helpful to an organization, it is not nearly as helpful as understanding behaviors, needs and goals for solving design problems.

IT’S A PROCESS

Fifteen years ago, the field of usability emerged to fix the pain points of the nascent user interfaces of the digital age. Today, having an interface that is merely “usable” is table stakes. UX design encompases consideration of culture, emotion, context and behavioral models, and it looks for results that summon emotions like empathy, surprise and delight. UX is so much more than just usable.

To get there, it’s key to understand that UX design is a process. It is an iterative process which lays a groundwork through customer insight research, best practices, competitive landscapes, metrics analysis, business analysis and a variety of other activities to create an understanding of both the business and the behaviors, needs and goals of customers. Like a pyramid, every phase and activity provides a solid foundation for prioritizing and design decision-making in the next phase.

User experience design is not just about making something shiny. The outcome is a rational and justifiable final product that sets your business up for success.

ARE YOU READY?

If you’re considering working with a UX agency, there is one important question you need to ask: is your organization ready to collaborate? Working with a UX design agency is transformative for many organizations and requires collaboration not just with the agency but across your own company with stakeholders you may not have worked with before. Your customers don’t care if organization is siloed. They expect a cohesive and integrated experience. The goal of the UX design process is to help you get there.

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5 Ways To Use ‘Story Power’ To Connect People With Your Place

There is a non-stoppable and growing trend of collaboration between places and their “fans” who help create stories for and on behalf of the brand to promote awareness and growth. Stories are among the most powerful brand elements that must be present to establish your place’s personality and reinforce your brand’s promise. Through storytelling, people share their experiences related to your place, those experiences trigger emotions from and a connection with other people, and the snowball effect of that connection invites and draws more people to your place.


While this may not be a new revelation for you, are you really doing all you can to make the best use of truly valuable storytelling in your Place-making initiatives?


  1. Let the people tell you WHY. Destination marketers must play a pivotal community leadership role by collecting and sharing the best stories of WHY, not just WHAT. Rather than focusing on telling your target market what make’s your place so great through your own marketing messages — on your website, in your marketing collateral, or in your social media postings — let them tell you THEIR stories. This will allow you to connect with people through your shared passions about why your place is special, their personal experiences with your place, and will ultimately help you build lasting relationships with them. It can also create ideas and momentum to drive your marketing campaigns.
  2. Co-create new stories about your place with the people. According to Mark Lightowler, site author of Storytelling To Create Impact Brands, the best way of creating relevance for your brand is to ensure your brand plays a part in your target audience’s personal story. It is not just about you creating a great story for your brand, but about knowing your audience and their story and how your brand fits into that story. He suggests that you engage with your clients [residents, visitors, businesses] to create a new story together. This new co-created story is the one that gets told by the people in your target market to their networks, getting your brand closer to even more people.
  3. Let peoples’ stories drive innovative Placemaking. Build resident and visitor communities on your website and social media sites to encourage the exchange of stories and ideas from the people. Post polls/surveys to get their opinions about the positive and not-so-positive aspects of your place to generate discussion and reveal the areas on which your Placemaking efforts should focus. Establish contests to invite residents, visitors, and businesses to propose projects that can boost the image of your place as a whole or of a particular ‘hidden gem’ that just needs some creative attention.
  4. Listen and respond in your social media channels. Encourage all stakeholders to participate in the discussions about your place, its activities, and what it offers. Let them know you care about their personal experiences and ideas and how you can apply them to improving your brand and building a destination of choice. This will result in establishing the critical emotional connection with the people who matter most, enable you to achieve likeability among them, and strengthen their loyalty to your place brand.
  5. Harvest the enthusiasm of local hearts and minds. Many places have experimented with “community journalism,” with publications and local news outlets encouraging and even hiring locals to help develop and serve their communities. Some of these initiatives have not been as successful as hoped, but I believe community-member ‘journalists’ are capable of capturing the true essence of a place and what’s going on there. Places just need a well-established plan for managing these news sources, and ensuring the appropriateness, credibility and accuracy of the information reported. They also need well-developed and reliable public relations and risk management plans for addressing public response to these home-grown stories that can potentially either portray the positive realities of a place or otherwise tarnish its brand identity.

 
Rob Wolfe
Place Revitalization Partner • Branding | Marketing | Social Engagement | Placemaking to Promote

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Improve Your Social Media Strategy: Four Companies with Creative Ideas

Creating effective content driven social media isn’t easy. But the following four companies are all doing something right. Each one has something unique to offer that others can and should learn from. Not one of these companies social media strategies are alike but all are creating effective content in their own way. I chose companies that have creative ideas that set themselves apart from their competitors. The key to winning customers through social media is to be consistent and creative. Doing the research for this article has forced me to start brainstorming more creative social media ideas; I hope that others are encouraged to do the same.


When it comes to providing content that is both relevant to their business and intriguing to the masses; you would be hard pressed to find a company that does it better than Esurance. Did you know that, “If your engine overheats,” you should, “turn off the AC & turn on the heater to pull heat away from the engine?” I learned that on Esurance’s Twitter page. Their social media content is full of golden nuggets of information like this one. Posts like these are more likely to get re-tweeted and shared, boosting Esurance’s visibility.


They took things over the top with their #esurancesave30 campaign which ran after the Superbowl and not only advertised their company, but created a wave of social media buzz that gave them 10 times the bang for their buck. Now I know most of us don’t have millions to blow on a prime time ad placement; but the takeaway here is to be creative and find things that your customers will be interested in and engage with. In the social media world, keeping things creative, relevant, and easy to share is handsomely rewarded and can do wonders for your brand’s online presence. Esurance does all three very well!


Creating a social media narrative around the world’s best tequila may not be too difficult and I must say that Tequila Avion gets the job done. It’s their creative ideas however, that warrant their place on this list. One of the most effective ways to grow your social media following is to compliment your fans. This is something that Tequila Avion does very well. They are quick to make note of someone who mentions their tequila and are prone to complement their fans. In fact, a large amount of their content comes from quotes from their fans. When it comes to social media, compliments and sharing others content are golden! People like being complimented and love it when their content gets shared. Even if your compliment as simple as, “Your amazing!” A response with a compliment is more apt to get shared (especially on twitter) and when it does, their followers will see your companies name right next to it. Your customers like to get new followers just as much as you do so when you get a great compliment—Share It!


When it comes to YouTube, Avion really shines. Elevate your next friendly gathering by checking out their youtube channel to learn how to create unique concoctions with their tequila. And most recently, Avion collaborated with the Art Center of College and Design. Film Students were challenged to create a commercial or viral video for a chance to earn a $10,000 prize. The finalists have been featured on Avion’s YouTube account. Avion encourages viewers to like their favorite.


#howwevegas Anyone who has stayed will tell you that Aria is the finest that Vegas has to offer. A night at the Aria Resort and Casino is an experience elevated above all others. Aria’s social media has one very clear goal: to give its followers a taste of that experience with no shortage of enticing photos. A quick glance at their Facebook page and I’m about ready to go plan a vacation. By staying true to their goal and helping people to imagine themselves at Aria, they are undoubtedly able to grow and retain their customer base. Having a goal in mind will help you to create better, more focused content.


In contrast to Aria Resorts, Dos Equis has a very different goal in mind. With the most interesting man in the world, Dos Equis has one of the most memorable marketing campaigns around. Taking hold of the internet frenzy surrounding Chuck Norris and Mr. T; they’ve created their own idyllic character and instead of the usual humdrum content, their social media helps them broadcast their creative character’s unique personality traits. Looking to discover what the most interesting man is up to? Follow Dos Equis on Facebook and Twitter. Looking to frequent hot spots that he visits? Before Foursquare changed their site, user could follow the most interesting man to see where he had been checking in.

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10 Marketing Predictions for 2015 (Infographic)

2014 showed us so much change within online marketing, particularly the massive boom in content marketing. 2015 is a different year and more change is inevitable. Will content marketing still have such a huge presence? Will it evolve or become replaced by something else completely different?

Will the other trends of 2014 such as, social media marketing and guest blogging, continue as strong as ever or fall flat on their face?

You need to know where to allocate the bulk of your marketing budget, based on the tactics your customers and prospects are engaging with more frequently. That’s why we’ve tried to make this info-graphic as comprehensive as possible, addressing issues from Email Marketing, to lead conversion, to automation platforms.

10-Predictions-for-2015-global2net

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6 Of The Best Email Marketing Sending Practices

There are an estimated 122 billion emails sent every single hour; you can only imagine how many of these are marketing emails! Therefore, it is essential for you to follow the best email sending practices as a marketer if you want to see great results in your campaign and we outline 6 of the best below.

1 – What About Timing?

There are a variety of confusing studies which all have a different opinion on when to send emails. One study says between 12am and 3am (which makes no sense) while another suggests it is between 8am and 10am (more reasonable). The truth is you need to know your target audience and be aware of when they are most likely to be receptive. Testing is the obvious solution but common sense helps too; for example, if you are selling an energy drink, 8am is a pretty good time since most people are still half asleep!

2 – The Importance Of Personalization

Did you know that recipients are 22% more likely to open an email when it is specifically addressed to them? Personalization may seem like ‘old hat’ but it still works!

3 – Capitalize!

This refers to your subject line; studies show that having every word of your subject line in caps increases user engagement; 7 Reasons Why You’re Still Fat for example. It appears to give the email a greater level of importance; it’s almost as if the email is commanding the recipient to open it.

4 – More Is Not Always Better

Many email marketers believe that sending lots of emails is a guarantee of success. This is a ‘throw enough dirt to the wall and hope it sticks’ strategy which won’t be successful. According to Mail Chimp studies, recipients engage less often when the frequency of emails increases. Basically, people just get sick of receiving emails from you!

5 – Don’t Use Salesy Wording

Your subject line should consist of a benefit; giving the appearance that you want to sell them something right off the bat will see your email binned. The subject line should explain what is inside and the content should fulfill that promise.

6 – Make The User Experience Simple

Customers purchase on emotion and justify with logic so don’t force them to think! Review the emails you send on a consistent basis (such as email newsletters) and make sure your calls to action are simple, direct and to the point.

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