Marketing Services

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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Facebook Launches M, Its Bold Answer to Siri and Cortana

Today, a Few hundred Bay Area Facebook users will open their Messenger apps to discover M, a new virtual assistant. Facebook will prompt them to test it with examples of what M can do: Make restaurant reservations. Find a birthday gift for your spouse. Suggest—and then book—weekend getaways.

It won’t take long for Messenger’s users to realize M can accomplish much more than your standard digital helper, suspects David Marcus, vice president of messaging products at Facebook. “It can perform tasks that none of the others can,” Marcus says. That’s because, in addition to using artificial intelligence to complete its tasks, M is powered by actual people.

Companies from Google to Taskrabbit are engineering products to act as superpowered personal assistants. Some, like Apple’s Siri, Google Now, or Microsoft’s Cortana, rely entirely on technology, and though they can be used by a lot of people, their range of tasks remains limited. Others, like startups Magic and Operator or gig-economy companies like TaskRabbit, employ people to respond to text-based requests. These services can get nearly anything done—for a much smaller number of folks. M is a hybrid. It’s a virtual assistant powered by artificial intelligence as well as a band of Facebook employees, dubbed M trainers, who will make sure that every request is answered.

Facebook’s goal is to make Messenger the first stop for mobile discovery. Google has long had search locked up on the desktop: Right now, if I’m looking to treat my summer cold, and I’m in front of my laptop, I begin by googling “cold meds Upper West Side.” On mobile, however, I may pull up any number of apps–Google, Google Maps, Twitter–to find that out, or I may just ask Siri. Facebook starts at a disadvantage on mobile because it doesn’t have its own operating system, and therefore users must download an app, and then open it. Marcus hopes to make up for that by creating a virtual assistant so powerful, it’s the first stop for anyone looking to do or buy anything.

“We start capturing all of your intent for the things you want to do,” says Marcus. “Intent often leads to buying something, or to a transaction, and that’s an opportunity for us to [make money] over time.”

If M can provide a more efficient service than its competitors, Facebook can boost the number of people using it on mobile, and eventually spur revenue from their transactions. That’s the kind of win-win Marcus was brought in to accomplish at Facebook, which in June 2014 hired him away from PayPal, where he had been CEO. In less than two years, Facebook has more than tripled Messenger’s users to 700 million.

How It Works
To try the new service, users will tap a small button at the bottom of the Messenger app to send a note to M, the same way they might message anyone on Facebook. M’s software will decode the natural language, ask followup questions in the message thread, and send updates as the task is completed. Users won’t necessarily know whether a computer or a person has helped them; unlike Siri and Cortana, M has no gender.

For now, M doesn’t pull from the social data Facebook collects to complete tasks. So, if you request a gift for your spouse, the service will make suggestions based only on your answers to questions it asks you and previous conversations you and M have had. Marcus says that may change “at some point, with proper user consent.” The service is free, and will be available to all Facebook Messenger users eventually.

In internal tests, Facebook employees have been using M for several weeks to do everything from organizing dinner parties to tracking down an unusual beverage in New Orleans. “An engineer went to Paris for a couple days, and his friend asked M to redecorate his desk in a French style,” Marcus says. “Twenty-four hours later, the desk was decorated with a proper napkin, baguette bread, and a beret.” One of M’s most popular requests from its Facebook employee testers: the service can call your cable company and endure the endless hold times and automated messages to help you set up home wifi or cancel your HBO.

The Human Element
The thing is: that’s a person on hold on your behalf. Facebook’s M trainers have customer service backgrounds. They make the trickier judgment calls, and perform other tasks that software can’t. If you ask M to plan a birthday dinner for your friend, the software might book the Uber and the restaurant, but a person might surprise your friend at the end of the night by sending over birthday cupcakes from her favorite bakery. “M learns from human behaviors,” says Marcus.

Eventually, the service might be sophisticated enough to figure this out on its own, but not soon. Right now, M trainers sit close to the engineering team inside Facebook offices. The company confirms the trainers are contractors but won’t say how many there are. Marcus anticipates that over time, Facebook will employ thousands of them, which will represent a substantial economic investment.

The company anticipates the cost will be offset by the revenue growth it is able to realize by capitalizing on M’s interactions. As WIRED’s Cade Metz explains, Facebook plans to use data generated by the service to feed much more complex AI systems that can reduce the burden on the trainers.

Open for Business
It’s not hard to imagine the business opportunities that M could spawn. For one, should Facebook discover a business is getting lots of inbound requests, it could partner with that company to offer a more direct, efficient service over Messenger.

“If, for instance, you have a lot of calls that have to be placed by people to cable companies,” says Marcus, “That’s a pretty good signal that their customers would actually like a better way to interact with the company and maybe they should have a presence inside of Messenger directly.”

Facebook is already helping firms offer customer service through Messenger. At the company’s March developer conference, Marcus announced Businesses on Messenger, a feature that allows businesses to send receipts, notify customers their packages have shipped, and provide basic customer service.

Marcus won’t offer metrics to suggest whether the feature has caught on among companies, but he says they have shown a lot of interest, and his team is beginning to work out some of the kinks. “We have a lot of threads open between businesses and people, and the engagement is very good,” says Marcus. “Now we want to open it to more businesses.”

Beyond the Valley
Marcus anticipates that M will expand slowly over time, but that it will eventually reach everyone. As this happens, the array of tasks it performs will certainly grow. Facebook is, by design, rolling out its new assistant in a community in which the users are demographically similar to the M trainers who will be thinking up gifts for their spouses and fun vacation destinations for them.

It’s safe to say that most of Messenger’s 700 million users around the world aren’t looking to book an Uber for a friend’s birthday party or choose between Cancun and Maui for February break. Will M be as good at helping users in the Bronx access food stamps? How about coming to the aid of the single mother in Oklahoma who has a last-minute childcare issue? Marcus is up for the challenge, and so, he says, is M.

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Facebook Algorithm Changes: What You Need to Know

Oh Facebook, our favorite social media marketing site that we love to hate. Okay, we do love it, but we hate how much they change the way they do things—and the latest change affects business pages in a big way. Now, likes are pretty much pointless, while comments and shares are given more clout than ever. Here’s a closer look at the new Facebook algorithm update and what you can do about it:

Introducing the New Facebook Algorithm

Whenever you post something on your business page, the Facebook algorithm works its magic to determine who sees your post. If you score well, you will get a lot more visibility, and if the algorithm deems you unworthy, you will be lucky if 10 people see your latest happenings. While there are a lot of criteria, we think these are the key things the new Facebook algorithm is looking for:

  • How often each of your followers interacts with your posts. If they comment and share frequently, they will see more and more of your posts.
  • The total engagement for your post. Facebook will start out showing your post to a select few, and if they respond positively (with shares and comments), more people will become privy to your brilliantness.
  • If you post something promotional (usually contains words like buy, download, or enter), then you probably won’t be shown to very many people regardless. Facebook is about engaging your users, which then leads to website clicks and conversion, not about selling directly.
  • What type of content you are sharing. Videos and photos are usually more popular, so the Facebook algorithm gives them more weight, followed by links and then plain text.

What About the Newsfeed?

Unfortunately, increasing your visibility on Facebook isn’t just about meeting the requirements of the Facebook algorithm. Your followers also have control over how much of your content they see. Of course, they can unlike your page at will whenever they want, so you always want to keep them interested without overdoing it, but now, users can also select which brands and friends they want to see every post for. This means that if your followers choose to see you, they will, but if they don’t, there’s a good chance your organic reach will never find their newsfeed. This is why paid Facebook advertising is more important than ever—your paid ads will reach anyone who fits within your designated target market.

Why It All Matters

In short, if you don’t pay attention to these new Facebook algorithm changes, you will waste a lot of time and money. You need to hone in on your strategy to ensure that what you post will actually garner comments and shares instead of just likes.

  • We love sharing quotes because they result in a lot of engagement. Even if we can’t pay to promote these posts because of legal issues, they are homeruns for organic reach.
  • Current trends and news stories are a wise choice—just make sure they fit within your brand image.
  • When paying to boost your visibility (which is a smart move since Facebook lets you get super specific with whom your ads target), skip the like ads and choose the ones that support engagement.

Contact us today for more information.

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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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Rules for Effective Email Marketing Campaigns

email-marketing-diagramElectronic marketing is directly marketing a commercial message to a group of people using email”

– Wikipedia

Now is it that simple? Well, not really right. Email marketing campaigns are actually very important components of every B2B companies marketing strategy. A large percentage of marketers will say that email marketing delivers a good ROI, and most CMOs will say ROI should be primary measurement of effectiveness. But, what email marketing also does is solidify relationships and forge new ones and they also help gather data. In spite of its importance, many marketers still continue to make basic mistakes or fail in their campaigns effectiveness – more often than not it is only a basic lapse in planning.

Here are some basic rules to help setup a successful B2B email marketing campaign for maximizing the ROI.

1. Target Audience and Messaging – Get your audience profile bang on, who is that your are really targeting – Get to know their interests and possible actions. Design the messaging to suit the TA, customize it to your target audience preference – remember emails are not for mere communication but conversations and messaging. Look at ways to starting a dialogue and engage your target audience with relevant and meaningful content. Lastly, avoid self promotion to the extent possible please.

2. Define your metrics upfront – Follow the industry standards, but by all means set your own benchmarks if required. While the usual metrics are important, but go beyond the usual and explore all possible information available. Use your metrics to understand audience behavior and evolve and optimize as you go along. Go beyond just the open and click through rates.

3. Mix it up – Go all out and create different versions using different styles. Deploy your campaign at different times, tweak your communications, change your CTAs slightly. This will help you assess what’s working and what’s not and avoid under performance. Experiment with a A/B testing.

4. Proofing – The best campaign will fail if your email doesn’t reach the intended TA. Check and then double check your messages to identify issues, if any. Check subject lines to avoid landing in the spam folder of your recipient, proof read your copy to avoid typos and spam triggers. It is also a good thing to check the message on multiple platforms.

5. Automate and Analyze – Use marketing automation solutions to automate your campaigns this automatically gives you access to reporting dashboards to analyze results. Most automation platforms or solutions present results in formats which are understandable to everyone in very quick time too. The importance of analyzing your campaign effective is obvious as it helps you ascertain if your campaign is indeed achieving any ROI. if something is costing more than what it is returning, then it is not a good strategy. You can do this as your monitor the campaign and wait till its completion.

6. Develop a long term dialogue/conversation strategy – Build the relationship with your target audience, use the feedback, form data and replies and gain valuable feedback. These are useful mediums to continue talking to your customers. Do not run a one off campaign and let the relationship with your prospects fall apart post that.

And the most ultimate goal of your campaign should be to have your customers come to you!

To sum it up, email marketing isn’t rocket science, but its not that straightforward either. If you are not effectively using email marketing as a tool, then no matter how great a company your are or how great your product is, you are like to stand still not make much progress.

Hope you find this useful.

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