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  Eva Mª Vaquerizo 9:00 am on August 28, 2012 Permalink | Reply
  Tags: branding ( 5 ), digital contents ( 3 )   

  The essence of a digital strategy: contents 

  Estimated reading time: 4 minutes

  August. Vacation time. A time for rest and reflection… Will you accompany me on a short journey going through branding, experiences and storytelling? Let’s go!

  Nowadays, companies have converted the Internet into an extension of their brands. Their presence answers the opportunity to exploit the major potential offered to them by the web to achieve business objectives, while responding to the demands and behavior of its target public, key in this medium and fundamental, given its power of exposure and diffusion of contents (opinions, recommendations and conversations, in general).

  When we want to buy something, the Internet has become our first stopoff in the purchase chain. Through the web, we expect to get personalized information when we need it. We have the means to get it and our demands are high.

  For that reason, the Internet has become the most influential medium for brands, as it also offers multiple ways of working brand building actions through which it can transfer and reinforce its identity, and involve its target audience in the process. But we cannot expect those benefits without planning and understanding the options out there with a global approach.

  Where to start?

  Listen? Create content? Social networks?… Inspire interest!?

  

  Given that we need to start from the idea that resources are always limited, the most essential factor in any strategy, before planning any action, is to understand the driving force; brands must focus on the STRATEGIC CONCEPT and the CONTENT (brand territory): meaning, ideas and values, direction… that goal greater than the brand itself; that which should be offered to inspire its audience and create relationships through the web and social media (which we will talk about in another post).

  A brand is not a “logo”, a set of products (intangible in the digital sphere), services and messages. Now more than ever, brands are experiences resulting from its audience’s interactions with it (sensory, emotional, cognitive, social experiences…); they are stories lived and perceptions experienced. Something transcendental, which should be highlighted.

  We are in a world of socially connected brands, in which brands must be present and connect with their audience well before the purchase. They must accompany the consumer on their journey discovering the brand, creating a RELATIONSHIP OF TRUST, and providing value, ENGAGEMENT through CONTENT (key moments of inspiration and decision).

  (Next stop on our journey: storytelling and strategic concept )

  Eva Mª Vaquerizo is an expert in Digital Marketing, Brand Corporate Communication and Web Analysis. She is defined by her passion, willingness and enthusiasm for facing each challenge with a smile, a real commitment, a resolute attitude and a desire to overcome the odds.

   
   

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  Eva Mª Vaquerizo 9:00 am on July 24, 2012 Permalink | Reply
  Tags: digital influence, marketing ( 13 ), online marketing ( 13 )   

  Digital influence: “Don’t put words in my mouth. If you want me to listen to you, whisper in my ear” 

  Estimated reading time: 6 minutes

  Editor’s note: Today at Zyncro we would like to welcome a new contributor: Eva Mª Vaquerizo, expert in digital marketing, brand corporate communication and web analysis. She is defined by her passion, drive and enthusiasm for facing each challenge with a smile, a real commitment, a resolute attitude and a desire to overcome the odds. For that reason, she is here with much “ #enthusiasm” to zyncronize with our readers and we hope you will enjoy her articles. Welcome to the team, Eva

  Many have written about the changes we are experiencing: the exponential development of technologies, the penetration of the internet, the new communication devices and media… The new reality in which we live, lacking the stability it once had. However, understanding the present means recognizing the backbone that underlies all them and that really determines them: we are not in an era of change, but in a change of era.

  The major transformation seen recently lies in the potential of the internet to open communication to us all equally. The message recipient (consumer) for the first time ceases to be a passive entity and is transformed into an active subject who intervenes and participates in the spreading of the message (Prosumer). The consumer is now a nano-medium

  THE CONSUMER, AT THE SAME TIME, A MEDIUM.

  A key insight that links with the idea of people marketing, which takes priority in current trends and is primordial in the sociocultural changes suddenly happening with the technology evolution.

  Now we all are a medium and our voice is listened to openly. Social media extend its condition to the nature of current communication and communication is socialized.

  THE POWER OF THE TRIBES

  In this new reality, when determining the communication strategy for a brand, one of the key steps we establish to win scope (coverage) and give the message notoriety and relevance is to identify the medium “influencers”, get close to them and establish links to integrate them in it. Associated with all that, we should draw our attention to the fundamental role of the “tribes”, “the follow the leader”. Something that, however, is not new.

  THE INDIVIDUAL INFLUENCE

  The accent that now marks the difference is that, thanks to the networks and social media in general, we all have a voice. We all have become a medium, with a greater or lesser degree of influence, but in any case, we all have an audience, and this is equally essential.

  When we think about it, viral strategies are based on the theory of incremental acceleration and six degrees of separation. For that reason, it is extremely important to identify the “influencers”, (the “mavens” or links who can act as a speaker for our message), but it is equally important to perceive the richness of digital “word of mouth”, where the true key lies in a brand’s ability to STIMULATE EMOTIONS, to connect at the deepest individual level with its audience.

  In fact, another important trend in current consumption, which shouldn’t be overlooked, is the personalization, the creation of tailored experiences ((M)ETAIL). Experiences that generate more personalized recommendations of “products” (services), designed to be personalized according to the tastes and preferences of each individual (to their circle of contacts, particularly relevant in the digital environment). Something that links us once again with that line of people marketing that we commented earlier and will truly result in a decisive degree of relevance, notoriety and influence for a brand.

  

  Converse Made By Facebook App

  To sum up, to understand the moment we live in means we have to consider that the message descends from its PEDESTAL of “influence”, which until now it shared with traditional communication media, and goes to being transmitted via the horizontal paths of PERSON TO PERSON COMMUNICATION (P2P), where the area of influence is displaced towards the user. The brand’s vertical message of yester-year must metamorphose itself into CONVERSATION, into genuine and memorable PERSONALIZED PRODUCTS AND EXPERIENCES (stories to share).