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Marketing is no longer summarized with the 4 traditionally Ps: product, promotion, price and placement. It was related with the idea of 360 degrees, which refers to trying to reach a lot of different targets and profiles. it can be related with multichannel activities, in multiple channel, which tried to make sure that the message reaches as much costumers as possible and the content created is display in as much devices as possible too. The change began when people stop trusting the information received from the media, and a negative idea was created around the over-exposition to campaigns. It was not just negative for us as consumers and for brands producers due to the lower efficiency of their actions, but also affects and had an impact economically speaking.
The amount of money expended for achieving these goals of marketing was enormous; but with experience and analysis of user experiences we lead to the conclusion of creating with quality. This is the starting point for creating a direct, personalized and individualist promotion of content. Several aspects are taking into account for marketing campaigns for increasing the lack of value. The name of this new era of marketing is not longer 360ª but 6ª. The theory defends that any user is separated in six steps from other; in other words, that we are all in some way connected. It is also called influencer marketing, but the most important characteristic is the objective of creating crear and specific relations between the emisor and the receiver mainly online, even if can be used offline too.
This evolution and development of marketing meant a change and has created the era we are living today. We as producers can take advantage of it and create the close relations that we also have individually.
1. As teenagers really social media, we are really used to manage hashtags. However, when dealing professionally with them, the competition is evident. A bad decision of which ones to use, can result a lower impact of your publication or content in the public. In the other hand, choosing the best ones which can easily be seen by your audience and also which are identificable with the proper information give, can result a change in the total results of the campaign. The most popular tags mean there are a lot of publications done with that hashtags. This does not mean that we are not able to use them, but we should be aware that as much as the publications increase, the attention given to the post is possibly going to be reduced. Our qualified traffic and people interested in us, has to be engaged intelligently, or in more technical words: long tail hashtags that they will search and understand.
2. The long tail theory has affect how companies create relations with users. The impact can be also analyze in relation with Google Ads, due to the alternative and possibility that it gives the company of reaching in a more personal and efficient way, to a concrete target. The tool allows a higher impact, as well as a bigger benefit with more sales; because there is going to be display throughout a tool with enough Big Data which makes long tail easier.
3. Both principles, Long tail theory and Pareto Principle, have some aspects in common. The Pareto Principle is looking for result in long term and not instantly. They both are ways of selling which differ in the focus for doing so. The brand analyzes and decides to try to reach a smaller but more effective audience or in the other hand, to reach bigger audiences even if their actions are not that efficient. Most products which reach huge audiences do not achieve real actions; of the desired 80% audience that reacts, just the 20% are effective and important for the brand. In the other hand, as we have seen, it might be more clever to concentrate in just the important target, the segment which reacts positively towards the brand. They try to maximize benefits and empower brand from different approaches, and it is a personal decision in each business.
The concept of fake new is becoming more and more popular. In the videos presented we discovered that it is constantly a term that develops and adapts. A new wave of deepfake has began, being considered much more dangerous due to the real it looks like. Technologies changed totally our perception and relation with reality, but a bad use of it, make some difficult debates and questions emerged. We all should be receiving true and reliable information even if we are now used to not doing so. It is a difficulty for us as communicators because these new tools manage from political topics to personal aspects of human life. This new weapon needs to be controlled, followed and regulated for guaranteeing our safety and freedom. We are the proper protagonists of this conflict and we should be aware of the difficulties of the new era; we need to have clear how to deal with them before it becomes harder and more difficult.
¿Cuál es tu perspectiva sobre estos casos, en relación con la influencia en la opinión pública que este mal uso político de las redes sociales puede tener?
Aunque las redes sociales tengan un poder indudable que puede usarse de forma eficiente y ética, también hay algunas acciones que puede dudarse de si son buena estrategia o no. Siempre he defendido la idea de que la libertad de uno termina donde empieza la del otro. Con esto, trato de decir que el ataque en ninguna circunstancia debería de ser una forma de influencia pública, el destruir para construir a favor de uno mismo. Además, la información falsa o fake news en ningún caso debe ser defendible por un comunicador.
¿Cuál ha sido la reacción de las principales redes sociales al detectar la compra de anuncios con objetivos de manipulación por parte del Partico Popular?
Esta manipulación se produjo en dos redes principalmente, Facebook y Twitter. En cada caso la reacción a estos actos fue diferente. A día de hoy, Twitter tiene prohibidas las campañas políticas mientras que Facebook defiende la libertad de la publicación de este tipo de contenido aunque se atribuye el papel moderador para gestionar o borrar tanto contenido como cuentas falsas.
¿Cuáles han sido las consecuencias para Facebook del caso de compra de anuncios por parte de Trump, desde Rusia, para manipular al electorado?
En Estados Unidos, hay conflictos difíciles de gestionar. En este caso concreto se tomaron medidas para controlar las opiniones y publicaciones en relación con las elecciones. El control sobre el emisor o partido político que emite los mensajes, se volvió más estricto y regulado, para tratar de evitar contenido falso o campañas manipuladas para la creación de una mala opinion publica.
There is not an only difference between landing page and microsite, but the proper definitions are essential to be understood:
Firstly, the concept of landing page has a clear goal and created for increasing the number of conversions at a concrete moment during the user experience or costumer journey. The amount of information of the database increases thanks to a these landing pages allowing a fluent relation between the brand and the user, having a really effective design.
Example of landing page: https://www.showroomprive.es
In the other hand, promoting a web is not increasing the database or getting that conversion, but just increasing the popular knowledge about a concrete brand. In this regard, and dealing with microsites, the appearance is not going to be functional but attractive and visual, which helps in the promotion or advertising of a concrete product or service. The main goal then is to catch attention and increase interest about the brand in relation with competitors, what might lead into a possible future conversion.
Example of microsite: https://unievento.com
Dealing then with these two ideas, the difference resides in the purpose of deciding to design one or another. For conversions, increasing the amount of database information and getting contact with potential or actual users, landing pages are effective and functional. Microsites are totally different and follow other goal: promotion and knowledge about the brand. In relation to this, it refers visual content which describes and differences your brand with others.
Finally, and to also mention other difference, that microsites are related to positioning and SEO and landing pages are not. Managing each of them requires different skills.
Traditional advertising is not longer as it used to be. As part of inbound marketing, Branded Content campaigns are able to communicate effectively the distinctive or added value of the company or brand. It is not longer distribution what matters but how it is distributed. The content needs to reach the audience, to attract it for generate that interest which ends in a conversion. There are some branded content that are memorable and part of the tradition of a concrete place.
For me, Loteria Nacional creates during the year several campaigns with different productions with more or less the same power. However, the most remarkable one, takes place during Christmas. For more than 20 years, these productions reach emotionally the audience with powerful content created by la ONCE. For me, the one of 2014 is the best example of intelligence in production, managing attention and creation of valuable branded content that was really commented and had a big impact in society. Here is the example which demonstrates the power of emotions for creating content!
