Suntem în epoca vitezei. Informația este la un click distanță. În 2017 peste 89,7% dintre români cu vârsta între 16 și 74 de ani au utilizat internetul cel puțin o dată în ultimele 3 luni. 75,5% dintre aceștia îl folosesc ca instrument zilnic, ponderea cea mai mare, 47,6%, fiind bărbați cu vârste între 16 și 34 de ani. 9 din 10 sunt elevi și studenți, 1 din 2 sunt pensionari. Conform Institutului Național de Statistică, jumătate din utilizatori de internet îl accesează de pe mobil și petrec în medie 250 de zile navigând pe internet.
Construirea unui brand sănătos în mediul online înseamnă un plus de valoare afacerii tale. Fiind acolo unde sunt clienții tăi, comunici mult mai ușor cu ei, le descoperi nevoile și îți poți ajusta planul de afacere în mod dinamic. Companiile care au înțeles că prezența în digitală este esențială, au început să gândească planuri și să investească în marketing și branding online. Nu mai este suficient să investești bani în spoturi TV, radio sau presa tipărită. Trebuie să fii prezent în mod activ pe rețele de socializare precum Facebook, Instagram, Youtube, să ai un site propriu și mai ales o echipă de specialiști care să comunice viziunea ta de business mai departe.
O pagină de web proprie este unul dintre primii pași pentru a crește reputația companiei tale în mediul online. Acesta este un instrument ideal pentru ca oamenii să găsească informații relevante despre afacerea ta, să cunoască mai bine activitatea și valorile de business pe care le promovezi. Este esențial ca site-ul companiei să fie în concordanță cu imaginea pe care o ai deja în mediul offline, să fie ușor de utilizat și, poate cel mai important, să fie adaptat pentru tehnologia mobilă.
Facebook, spre exemplu, este rețeaua de socializare cu cel mai mare număr de utilizatori din lume. În România, peste 10,5 milioane de români au un cont activ. 10% petrec între 2 și 5 ore pe zi , iar 37% sub 30 de minute zilnic utilizând această rețea, deși majoritatea (75%) intră doar din curiozitate, conform unui studiu realizat de IRES – Românii și Faceook – percepțiii și obiceiuri de utilizare. Sunt doar câteva dovezi care pledează pentru prezența obligatorie a companiei tale pe această rețea de socializare.
Am povestit de site-ul personal, de rețele de socializare prin care poți dezvolta și crește reputația companiei tale în zona digitală. Este momentul să discutăm puțin și despre ce înseamnă conținut pentru aceste platforme și mai exact despre cel mai consumat tip de conținut.
Youtube, ca platformă dedicată conținutului video și deținută de Google, a încurajat creatorii de conținut să se exprime prin clipuri video. Cu timpul, acest tip de conținut a început să fie din ce în ce mai consumat de către publicul larg, iar companiile mari care au simțit pulsul pieței au început să construiască diverse strategii care aveau ca punct central acest tip de conținut. Fără dar și poate, videoul primează în preferințele utilizatorilor și a dat naștere unor noi staruri online. Denumiți simplu, vloggeri, aceștia au crescut oferind pubicului conținut într-un format ușor de digerat și astfel au crescut popularitatea și consumul de conținut video. De multe ori, pare imposibil să integrezi și să adaptezi acest gen de conținut pentru companii, dar au existat nenumărate campanii derulate de branduri de renume care au demonstrat reversul. Vom discuta mai multe despre clipuri și importanța acestui tip de conținut într-un articol viitor. În încheiere, vreau să menționez că e-mailul rămâne un canal major de comunicare. Mesajele au devenit din ce în ce mai personale, iar newsletterele sunt în continuare un instrument util prin care utilizatorul poate fi motivat să acționeze. Marketingul s-a transformat mult în ultimii ani. Era vitezei a oferit o schimbare spectaculoasă în tot ce înseamnă metode de comunicare companie – client. Totodată, așteptările clienților sunt pe o pantă ascendentă și nu se opresc din a crește, ceea ce împinge companiile să investească mai mult în oameni de comunicare, să aloce bugete de marketing din ce în ce mai mari și să vină cu strategii îndrăznețe și creative tocmai pentru a se diferenția de concurență. Nu uita, dacă publicul tău este online, acolo trebuie să fii și tu. Noi te putem ajuta!Cookie | Durată | Descriere |
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