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If a company knows how to manage its intangible resources properly, it can be said that it will achieve a superior competitive advantage over other companies. In order to be able to manage these values, it is important to know them well.
Intangible assets make it possible to open new lines of business in which to obtain new demand. A good example of this is patents. They also enable production to be increased with the tangible resources available. For example, a well-organized company can produce more with the same human and material resources.
In short, as we can see, intangible resources are an essential part of any business. Thanks to them, a brand value is achieved that better positions the company within its market and allows it to differentiate itself from other brands. For this reason, investment in intangibles such as training, patents and marketing strategies, among others, allow for a greater competitive advantage capable of generating a greater number of sales, as well as a broader and more loyal customer portfolio. A tangible asset can never become one without an intangible resource.Gamification is a new trend that seeks to encourage behaviors such as competitiveness or the search for recognition related to games to generally involve the user and make more playful an experience with a website or content in particular. I has become one of the most important ways of dynamization within social networks and corporate websites. Thus, it helps those who use it to make their work more attractive, to simplify complicated tasks, to motivate their participation, creates an atmosphere of trust and increases companionship. To do this, users can be rewarded for performing certain tasks, in the form of medals, achievements or points or using rankings, among others
One big example of this tendence is carried by Nike, they launched a campaign called NikeFuel a part of its vast Nike+ community. In NikeFuel, users compete against each other in the daily amount of physical activity. An app on their smartphone would note all activities performed by users and transcribe them into points, users reach levels to unlock special trophies and rewards. All of this generates lots of motivation for Nike’s customers to practice sports and keep an active lifestyle (which the brand itself is about), but also share their results in social media and increase the brand’s visibility.
Every day companies and businesses realize that they can´t cover the entire public and that is why they use strategies to please a more specialized audience.
In addition, the current marketing is raised not to bombard the user with a message but to direct it towards the brand in a more subtle way that ends up being more attractive and effective.
My grandmother was very sad when my sister went to live to Brasil 3 years ago. She thought she would not have news about her for a year.
The first time we did Facetime with my sister, she was crying because, for my grandmother, it was unbelievable to see her grandchild who was 6000 km far away.This is the proof that technology has changed our lives in only 70 years and even more in the last decade. As the book says, the growth of Internet was thanks to the effort of the people and not because of advertising or politics. It was a good idea that everyone wanted to be part of.
But we have also became slaves of it and really dependent on them . As human beings, we have to find the midpoint in technology to conserve the interpersonal interactions.To sum up I want to clarify that technology has its negative points but it has made life easier on other aspects of our lifes.
