Webconference: Real Time Marketing
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Transcript of Webconference: Real Time Marketing
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Real Time MarketingLa Importancia del Momento
Mayo 2015
Pablo Contreras
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Consumidor permanentemente
conectado
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Explosión de las Redes Sociales
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INFORMACIÓN SOBRE LO QUE OCURRE EN EL MUNDO
UBICUA
EN TIEMPO REAL
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Viralidad: Tenemos el
poder de llegar a mucha
gente
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Resumiendo…
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Cada vez más personas están conectadas…
…más bien hiperconectadas.
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Resumiendo…
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Consumidor activo, muy exigente y capaz de crear y compartir contenidos.
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Resumiendo…
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Usuario hiperinformado…
…y adicto a la información.
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Resumiendo…
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Los medios actuales fomentan el compartir y el actuar
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¡PARA AYER!
Se imponen nuevas exigencias…
¡RAPIDEZ!
¡INMEDIATEZ!
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EMERGE UNA NUEVA VARIABLE DE MARKETING…
TIEMPO
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¿Podemos acelerar nuestro
marketing?
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PRODUCTO
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• Desarrollo ágil de nuevos productos.
• Adaptación de producto rápidamente a las exigencias cambiantes de los clientes.
• Personalización de producto.
• Servicio postventa ágil y eficaz.
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PRECIO
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• Adaptación de precios a los cambios en la competencia
• Precios dinámicos vinculados a los cambios e la demanda
• Generación ágil de acciones en precio
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DISTRIBUCIÓN
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• Pop-up Stores.
• Redecoración y ambientación ágil de puntos de venta.
• Sistemas logísticos just in time.
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COMUNICACIÓN
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Para muchos, el Real Time Marketing en
sentido estricto.
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¿Qué es el Real Time Marketing
?20
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Estrategia basada en la creación de contenido en tiempo real aprovechando una noticia y/o un evento
para obtener un alto componente viral y una gran notoriedad en los medios.
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¿Qué Ventajas ofrece el RTM?
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Adapta el mensaje a la actualidad.
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Posiciona a tu marca como flexible y actual.
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Genera mayor atención a tu
comunicación.mediante la
¡sorpresa!
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Genera prescripción y viralización del
mensaje que amplía su alcance a muchas
más personas.
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Genera prescripción y viralización del
contenido por parte de tus seguidores de
marca
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¿Cuáles son los factores clave de una
estrategia de Real Time Marketing
exitosa?
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Disponer de un equipo
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En general, una agencia de comunicación que maneje
tanto el mundo online como offline.
Pero con especial atención en redes sociales.
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Estar Alerta
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El equipo debe estár siempre atentos a las noticias, eventos y sucesos que ocurran alrededor.
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Monitorizar conversaciones
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Detección de las conversaciones que puedan estar ocurriendo sobre la marca y aprovecharlas.
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Rapidez
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Para ello, crear protocolos de actuación, planificar y tener los medios y equipos listos para los casos que se puedan detectar.
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Rapidez
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Nissan UK tardó tan sólo siete minutos en entrar en la conversación sobre el embarazo de Kate Middleton.
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¿En qué plataformas funciona bien el
RTB?
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Difusión
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Es la idónea por ser la red social concebida para las conversaciones y
la difusión de la actualidad en tiempo real
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Uso de los hashtags
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Los Hastags amplifican el efecto.
Deben elegirse los idóneos.
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Veamos algunos ejemplos más…
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Planificación
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