charla lovemarks y data icaretitle: charla lovemarks y data icare created date: 6/16/2020 2:33:41 pm
TRANSCRIPT
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Data-Driven Creativity: Creando L VEMARKS a través de los datos.
R T L N
F U L L S T A C K
M A R K E T I N G
Cristián Ritalin Leon Founder + Gerente General de RTLN Full Stack Marketing
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L VEMARK = una relación más allá del producto intrínseco.
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CREA ADVOCATES
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PORQUE LOS ADVOCATES SON QUIENES DEFIENDEN Y VIRALIZAN TU MARCA.
ME GUSTA
(Eso es “satisfacción”)
Orientación funcional. Expectativa de transacción.
Bajo engagement.
LA AMO (Eso es “Lealtad”)
Orientado a una relación. La marca excede mis
expectativas. La recomiendo.
Hay un engagement activo.
LA DEFIENDO (Eso es “Advocacy”)
Orientado a la afinidad. Productos que inspiran
creatividad. Defensa proactiva.
Expectativa de transparencia.
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PERTENENCIA
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LAS MARCAS MÁS AMADAS HOY
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MÁ$ AMADA$
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UNA L VEMARK ES CULTURALMENTE RELEVANTE PARA SU GRUPO OBJETIVO.
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POSICIONAMIENTO
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DIGITAL NO ES UN MEDIO. ES UN SISTEMA.
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DIGITAL NO ES UN MEDIO. ES UN SISTEMA.
EL ECOSISTEMA DE TU MARCA EL ECOSISTEMA DE LA GENTE
+
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DIGITAL NO ES UN MEDIO. ES UN SISTEMA.
EL ECOSISTEMA DE TU MARCA EL ECOSISTEMA DE LA GENTE
+
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“
La gente influye en la gente. Nada influencia más a una persona que la recomendación de un amigo cercano. Una recomendación de confianza es más poderoso que cualquier mensaje en cualquier medio
Mark Zuckerberg
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meh
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Y A MI QUÉ
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CasaIdeas pagará totalidad de sueldos de abril a sus trabajadores
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DATA-DRIVEN CREATIVITY
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CONTEXT IS KONGCONTENT IS KING
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Recién pagado A las 4 am
En medio del taco
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DATOS VIVOS. DATOS INSPIRADORES:
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1 De contexto
Datos…Micromomentos Micro horarios prime
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1 De contexto
Datos…Momentos “Quiero ir”
Fuente: Think with Google 2020
aumento de búsquedas “cerca de mi” este año.
200%
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1 De contexto
Datos…
Fuente: Think with Google 2020
Momentos “quiero saber”
De las personas recurre a su smartphone para investigar sobre algo que acaba de ver en la tele
66%
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1 De contexto
Datos…
Fuente: Think with Google 2020
Momentos “quiero hacer”
De aumento en “Cómo lo hago” en YouTube respecto al 2019
70%
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1 De contexto
Datos…2
De comportamiento
de compra
- Cada cuanto lo compra - Cuanto estudia la compra - Cuales son sus motivaciones - Qué canal usa? Investiga On, compra off? - Qué variables son clave? Tiempo, costo, oferta?
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Datos…3
De cambios en el relacionamiento
con la marca
De performance
negocio/marca
1 De contexto
2 De
comportamiento de compra
- De necesaria a suntuaria - Mala experiencia - Cambio a la competencia
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Datos…4
De performance
negocio/marca
3 De cambios en el relacionamiento
con la marca
1 De contexto
2 De
comportamiento de compra
5 No estadísticos
(salir a observar)
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DATOS VIVOS. MAS CALLE, MENOS PPT.
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Con EMPATÍA. Datos que sirvan para unir lo que la gente necesita y lo que tú ofreces “Y a mi qué”. 1.
Con CALLE. Menos escritorio, más conversaciones. 2.
Con CREATIVIDAD. Convertir esa información relevante, en un golpe en la cara. Memorable.
3.
Con CONSITENCIA. En todo el ecosistema. Menos megáfono, más susurro. Más 1 a 1.
4.
¿Cómo usar tus datos para convertir tu marca en una L VEMARK?