Jordi Crespo: “Segmentación Emocional: Una nueva vía de crecimiento”


 

Un consumidor que reclama libertad y nosotros hablando de  puentes de relación emocionales. Aquellas marcas que no comprendan la libertad desde la individualidad de acción del consumidor y no sean capaces de acercarse de un modo empático al mismo no sobrevivirán en los próximos 10 años.

Via esadecreapolisblog.com

Cuando analizamos la sociedad actual en aspectos relacionados sobre la base de que todo es flexible, todo es móvil, todo es dinámico, etc., se aprecia un valor final de estado deseable (Rockeach) por encima de todos, que es la “Libertad”. Esta es la base de contraste y de equilibrio que nos tiene que hacer derivar en la dificultad creciente de conexión entre marcas y consumidores.

Asistimos a una época compleja en el desarrollo de la comunicación con los consumidores con una cierta paradoja.

Un consumidor que reclama libertad de elección, emancipación de los mensajes publicitarios, individualidad de opinión pero que por otro lado reclama sus dosis de protagonismo y de elemento diferenciable, ya sea a través de las redes sociales, las comunidades, las tribus, las pasiones urbanas, “fans de….”, el vecindario o cualquier elemento de sociabilidad.

Es decir, por una parte, nos vemos obligados a analizar las marcas desde la capacidad individual de elección pero por otra parte tenemos que tener en cuenta la cultura socializadora que envuelve a la misma.

No es nada nuevo ya que eso es lo que sostiene, ni más ni menos a las relaciones sentimentales, el equilibrio entre la libertad con un propio espacio vital y el compromiso y fidelidad a una pareja.

Vamos a añadir un poco más de leña al fuego, ¿sabéis que en un estudio sociológico más de un 30% de los jóvenes adolescentes decían tener la esperanza de ser famosos algún día? Ser famoso implica la perdida en muchos casos de una libertad individual a cambio de unos honorarios importantes. Un ejercicio interesante sería descifrar la curva de demanda del adolescente aspirante a famoso y ver el punto de inflexión por el que merece o no merece la pena.

¿Dónde está el equilibrio? En saber analizar de una forma metodológica fiable los aspectos por lo que se mueve el camino entre la libertad de consumo y la relación con la marca, lo que Jacques Rousseau describía como “se debe obligar a las personas a ser libres”.

¿Qué tenemos que hacer como marcas, empresas u organizaciones?

El compromiso con los consumidores desde la óptica de una marca ha de ser el de aportar valores que circulen en torno a esta libertad de actuación del consumidor pero acompañando al mismo en el proceso de elección. Escuchar, asesorar y entender las necesidades pero no molestar.

Las marcas que consigan obtener un punto de diálogo emocional sincero con sus clientes actuales y potenciales serán aquellas que en mayor medida crezcan en su futuro.

Es fundamental el desarrollo de la humanización de la marca, de convertirla en una marca empática, cercana, no tan solo a nivel de producto o comunicación sino también a nivel organizativo.

Para conseguir el propósito de aunar libertad individual con el diálogo con las marcas tenemos que marcar una serie de ejes de análisis:

1. Cuáles son los valores últimos por los que se mueve una marca,  un proceso de Laddering nos puede ayudar a comprender la evolución desde los atributos o características de una marca hasta la definición de valores últimos (ACV Model, Atributos-Consecuencia-Valores).

2. Aplicar el Storytelling de forma que nuestra marca sepa capaz de transmitir una historia a sus consumidores, sabemos como dijo Simon Levy que el “marketing consiste en comprar y vender historias”. Leer más “Jordi Crespo: “Segmentación Emocional: Una nueva vía de crecimiento””

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5 Lessons from Coca Cola’s New Content Marketing Strategy

Coca Cola has been part of popular culture for over 100 years and has been called a “Vision Brand“.

Its marketing and communication is purposeful and connects with its audience in a way that makes it stand out from its competitors.

Its mission is not about selling products but to create significant positive change in the world that makes the world a better place.

Coca Cola’s mission statement

To refresh the world
To inspire moments of optimism and happiness
To create value and make a difference
Recently they have realised that their marketing strategy that has worked well for them for decades needed to evolve and as such they are moving from “Creative Excellence” to “Content Excellence”

Creative excellence has always been at the heart of Coca Cola’s advertising and they have decided that content is now the key to marketing in the 21st century on a social web.

Content for Coca Cola is is now the “Matter” and “Substance” of “Brand Engagement”

So what can we learn from Coca Cola’s new marketing strategy?


Written by Jeff Bullas
http://www.jeffbullas.com/2012/01/30/5-lessons-from-coca-colas-new-content-marketing-strategy/

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Coca Cola has been part of popular culture for over 100 years and has been called a “Vision Brand“.

Its marketing and communication is purposeful and connects with its audience in a way that makes it stand out from its competitors.5 Lessons from Coca Cola's New Content Marketing Strategy

Its mission is not about selling products but to create significant positive change in the world that makes the world a better place.

Coca Cola’s mission statement

  • To refresh the world
  • To inspire moments of optimism and happiness
  • To create value and make a difference

Recently they have realised that their marketing strategy that has worked well for them for decades needed to evolve and as such they are moving from “Creative Excellence” to “Content  Excellence

Creative excellence has always been at the heart of Coca Cola’s advertising and they have decided that content is now the key to marketing in the 21st century on a social web.

Content for Coca Cola is is now the “Matter” and “Substance” of “Brand Engagement

So what can we learn from Coca Cola’s new marketing strategy?

Lesson 1: Create Liquid Content

The purpose of content excellence is to create “Ideas” so contagious that they cannot be controlled this is what is called “liquid content”.

On a social web people can easily share ideas, videos and photos on social networks such Facebook.

So create content that begs to be shared whether that be an image, a video or an article.

Lesson 2: Ensure your Content is Linked… Leer más “5 Lessons from Coca Cola’s New Content Marketing Strategy”

Copywriting for Interactive Content

I used to sit down with my art director and hack away at ideas.

We’d spitball, land in ambiguous places, plateau, leave it for the evening, come back, and figure it out. Then I’d whip up a script, we’d board it and revise it, and there you go, you’ve got a TV spot.

At the time, it seemed simple enough: take the concept and walk the line from top level all the way down, filling in the blanks as you go. All in all, it was pretty formulaic.

“Apply idea at top level, make a brand book. Write and produce broadcast. Create outdoor and guerrilla (if possible). Go into point of sale and brand the tags on the merchandise. Done. Repeat for next product.”


I used to sit down with my art director and hack away at ideas.

We’d spitball, land in ambiguous places, plateau, leave it for the evening, come back, and figure it out.  Then I’d whip up a script, we’d board it and revise it, and there you go, you’ve got a TV spot.

At the time, it seemed simple enough: take the concept and walk the line from top level all the way down, filling in the blanks as you go.  All in all, it was pretty formulaic.

“Apply idea at top level, make a brand book. Write and produce broadcast. Create outdoor and guerrilla (if possible). Go into point of sale and brand the tags on the merchandise. Done. Repeat for next product.” Leer más “Copywriting for Interactive Content”

The stories help us understand the complexity of things!

Design thinking and feel design

There is past history and stories about the future that facilitate adaptation to change and to promote such change.

The stories help us understand the complexity of things and can enhance or change perceptions, making them simple.

The stories involve feelings. Storytelling allows us to see in a different light and thus make decisions in an environment also different, where the rational and emotional engages.

For example in business, value and meaning are transmitted with intensity capable of changing consumer behavior. What is promised has tacit acceptance, if the story is well told, that is, whether clarifying the doubts and meets the expectations.

One story involves the consumer in the environment of comfort and highlights his achievements.

Often, design thinking failure to compromise between the creation or creator and the audience to whom it is intended that creation.


Design thinking  and feel design

There is past history and stories about the future that facilitate adaptation to change and to promote such change.

The stories help us understand the complexity of things and can enhance or change perceptions, making them simple.

The stories involve feelings. Storytelling allows us to see in a different light and thus make decisions in an environment also different, where the rational and emotional engages.

For example in business, value and meaning are transmitted with intensity capable of changing consumer behavior. What is promised has tacit acceptance, if the story is well told, that is, whether clarifying the doubts and meets the expectations.

One story involves the consumer in the environment of comfort and highlights his achievements.

Often, design thinking  failure to compromise between the creation or creator and the audience to whom it is intended that creation. Leer más “The stories help us understand the complexity of things!”