[Laura]

DESAFÍOS Y OPORTUNIDADES EN LA GESTIÓN DE INTANGIBLES
Según Ángel Alloza, CEO de Corporate Excellence, la revolución de los intangibles llega en los años 90, cuando los conceptos de diferenciación y legitimidad, pasan de ser tangibles a intangibles. La intangibilidad recoge todos los valores asociados a una marca que no se pueden medir ni percibir mediante el tacto. A su vez, el activo intangible se define como el activo que da valor a un producto. Los términos clave en cuanto a los elementos intangibles de una empresa son: reputación, marca y diferenciación. La gestión adecuada de estos valores, son los que permiten que una empresa sea positivamente aceptada en el mercado. Los principales intangibles que deben gestionarse de forma integrada son: reputación; identidad, alineamiento, marca, comunicación, sostenibilidad, RSC, buen gobierno, prospectiva, asuntos públicos, talento, innovación, métricas y KPIs. Pero uno de los más importantes y más olvidados, que no están incluidos en esta lista son los intangibles medioambientales.

Este valor basado en la sostenibilidad, es complementario a aquel otro valor que quieres dar al producto y al valor diferencial. Son estos tres elementos los que determinan una buena experiencia del consumidor. Además, mostrar esta responsabilidad y compromiso, mejora la reputación de la empresa y genera confianza de cara al público, traduciéndose en una mayor aceptación. Es un hecho que en 2019, 1000 de cada 3000 empresas tienen esta conciencia medioambiental. El consumo europeo compra un 40% de productos que no tienen impacto medioambiental perjudicial, y entre varias opciones de compra eligen ese antes que otro producto con las mismas características. Proteger el medioambiente ofrece un fortalecimiento de la imagen, no solo delante del cliente sino también de proveedores y sindicatos.

En definitiva, la responsabilidad medioambiental es clave en los intangibles y significa al mismo tiempo nuevas oportunidades y desafíos. No solo basta con tener un producto “environmentally-friendly”, sino que para el reconocimiento de la gestión sostenible es necesario revisar la fabricación, distribución, consumo y desechos.

[Laura]

What we understand as 360º Marketing is a global strategy that includes every type of practice to improve one’s business position. This marketing includes all types of tools for communicating with customers, as can be: radio, press, mails, SEO, social networks and even commercial visits. On the other hand, 6º Marketing is the one that only contemplates six intermediaries between a sender and receiver.

It is said that some years ago, advertisement was violently intrusive. For example, when mobile and online technologies were born with computers and cell phones, there were loads of spam mail and five daily phone calls trying to sell something. Also, mail boxes overflowed in flyers and printed cards, and you were visited by ‘door-to-door’ salesmen. Contrarily, today advertising has learnt not to overwhelm the client and rather, become more inbound. Now the customer is not hunted by the brand, but attracted to it. Another common belief is that today’s advertisement has microsegmentated, which means that the way of addressing customers is now more personalized. This comes as no surprise, as Technology has enhanced communication with the public; therefore, getting closer to it. This is good because this way, we know they are, what they desire and demand, so that we can better offer them products and services to fulfill their needs. Online surveys are an example for building this ‘persona models’, managing to serve customers better and provide them with more effective solutions.

P2P communication is very important today because after knowing about scams and lies on the Internet, frauds and Internet robberies, online distrust is common. For a customer, reviews from other buyers are more important than pictures and any promises from Internet commerces, because real testimonies are what convince you to purchase on the web. Also, as Chinese Whispers game (Teléfono Escaharrado) show since we are little, the more intermediaries there are, the more tergiversate does the message get. We trust a recommendation when it comes from someone close to us, so in this way the 6º Marketing is more effective than the 360º one. This new Marketing gives more specialized content, with a wider variety and more quality, and is able to influentiate a person, people around him, more people around and so on.. in the end we are all connected by the 6 degrees.

[Laura]

‘Missing Persons’ is the title for this book by Jaron Lanier; writer and computer scientist. After an introduction about the creation and early years of the Internet, he explains how it has been evolving. Lanier later prises Technology and what we, humans, have achieved to develop. However, he soon turns negative and calls out the misuse we have as well made of it.

“The central mistake of recent digital culture is to chop up a network of individuals so finely that you end up with a mush”, the author condemns. This sums up the idea of having a second life on the Internet. Not only for the anonymity option, but also for the online relationships that one may forge; caring more about them than about real-life ones in some cases. Lanier here shows himself pessimistic, and criticises the loss of individuality, quoting: “The deep meaning of personhood is being reduced by illusions of bits”.

Technology has been born and developed to ease our tasks, as for example looking for information in a faster way or helping develop human potential by proving tools to do so. This is why online free collaborations are in theory great, because it allows people from every part of the world exchange knowledge. But capitalism, as Lanier points out, corrupts all, and this leads to “not only empowered trolls, but to a generally unfriendly and unconstructive online world” too.

With all this power in form of Internet on our hands, today more than ever, we have to raise of voices and make ourselves known for our thoughts, rather than hide using anonymity. Everything that we post must be valuable content and be full of meaning and innovation. We should take advantage of Technology to improve our world and orselves, not the opposite. Sadly, Lanier sentences: “Spirituality is committing suicide. Consciousness is attempting to will itself out of existence” and we should fight against this view.

[Autor]

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