e-commerce in Argentina, 2020 brief

19/04/202407/04/2021 by Way2net

Year 2020 has undoubtedly been an atypical year for everyone and e-commerce in Argentina could not stay on the sidelines. Beyond the difficult economic situation the country is going through, this last year of the Pandemic has resulted in significant growth for online sales.

The year 2020 has been an unprecedented year for Argentines, as well as for the rest of the world. Our lives have changed and our shopping behaviors have changed too. And in a few months, a greater evolution has been achieved than in recent years when talking about companies digital transformation and e-commerce. From our Way2net agency we can attest to this, since all our clients, regardless of the industry, have experienced great growth in their online sales.

Let’s review some indicators that show this:

+58% of people do banking operations online or through the app (48% in 2019)

+48% watch on demand movies (40% in 2019)

+43% order food online (27% in 2019)

+34% buy food and beverages online (18% in 2019)

+1.28 million of online shoppers, for a total of 20.05 million (18.77 million in 2019)

facturacion 2020 e-commerce en argentina — Fuente CACE

+124% growth in revenue ($ 905 million vs. $ 403 million in 2019)

6 out of 10 buy a product at least once a month. And half of post-pandemic online shoppers are already everyday or regular e-commerce users.

crecimiento e-commerce en Argentina — Fuente CACE

The key factors to buy online: Home delivery, the ease of finding products quickly and the safety of the operation were more powerful than in 2019.

However, not all that glitters is gold, and we can also mention the cons.

Main obstacles for e-commerce development of e-commerce in Argentina

Shipping costs are the main barrier. Although many new players have appeared competing for services and rates, the cost of shipping in Argentina is still high.

Logistics and delivery delays are another factor mentioned.

Another important obstacle for consumers is not being able to see and touch the merchandise. Especially in some areas such as clothing, shoes and others, and especially when the customer does not know the brand that they are buying.

e-commerce en argentina problemas — Fuente CACE

On the business side, we can also mention that as there was greater competition and concentration of online sales, the costs associated with online advertising have also increased.

For some companies, it has also been a problem not to be prepared to face the online world, with a digital strategy already planned and underway.

How is the profile of the online consumer in Argentina?

In 2020 we find a more diversified buyer profile, with post-pandemic buyers entering the ecommerce world buying mobile, while more experienced buyers continue to use more desktop computers.

Another aspect that stands out is the change in the socio-economic profile of online shoppers. We went from the historic high and medium level to a more socio-economic profile in the medium and low segment. It is not that the high segment disappeared, but based on their experience they have expanded the categories that used to bought online, while the lower middle segment is more about a new consumer, who was not used to buying online.

No major changes were observed with respect to the chosen payment method, and credit card is still the main method used.

principales medios de pago ecommerce en argentina

On the other hand, a great change was noticed in the chosen shipping method, as a result of the pandemic, where home delivery was positioned in the first place, displacing the picking in store that had been leading in previous years.

Main industries e-commerce in Argentina 2020

Sportswear, clothing and food and beverages are the TOP3 of the most popular categories among Argentines for this 2020. Food and beverages climbed 7 positions in the year of the pandemic. Then followed closely by Technology and Electro.

principales rubros de e-commerce en Argentina 2020 — Fuente CACE

For the first time in many years, COVID-19 has eliminated tourism and entertainment from the ranking of first time purchased categories, giving the place to categories related to food, home conditioning, personal care, courses, careers, seminars, among others.

We will see what awaits us in 2021, but everything suggests that we will have another year where e-commerce development will once again be one of the stars in this adverse economic context

Data Source CACE

Way2net awarded as Top Digital Marketing Agency in Argentina

19/11/2020 by Way2net

Way2net is a digital marketing agency, specialized in e-strategy planning and business development, digital marketing, online advertising, web optimization, social media, web design, and development. We are a Google Partner Agency certified by Google Inc. and we offer a wide variety of services including digital strategy, social media marketing, and advertising.

Clutch recently announced the top digital marketing agencies in Argentina. We are excited to announce that Way2net has made the list on their directory.

Clutch is a B2B market research firm located in Washington DC that connects service providers and buyers through data and verified research. Central to their process is client reviews. In this unique process, analysts have spoken directly with many of our clients and learned more about the services we provided, as well as technological capabilities, results, and business acumen.

Our clients’ participation made this award possible, and we want to thank them for their time and honest feedback. Below is are excerpts from recent reviews, along with project summaries:

“We continue working with them because of their thoughtful service.” –Marketing Coordinator, Synthon Bagó

Our team was hired to develop a pharmaceutical company’s marketing strategies. We work with different social media channels, crafting campaigns. We also worked on their site.

“With Way2net Digital Marketing Agency, we found a mix of business expertise and digital experience.” –Founder, Delbazar

We provided a variety of digital services for an online store. Our team developed an e-commerce website and social media campaigns

Digital marketing has forever changed how companies attract customers and generate revenue. If you’re considering hiring an online marketing company to help you boost your brand image, position your company in search rankings, or manage your social media presence, The Manifest can help find a business to best suit your needs. The Manifest, an affiliate site of Clutch, lists top digital marketing companies in Argentina. Among top companies, the site also lists descriptions, projects, and awards for users to utilize.

Need advice in marketing and communication? We are experts in digital strategy. Contact us by phone or fill out the form on our website and a team member will be in touch shortly. We look forward to hearing from you and your team.

The main benefits of WooCommerce for startups

19/11/202020/08/2018 by Way2net

WooCommerce is a WordPress plugin that is ideal for ecommerce retailers just starting out. It is simple enough to learn, pretty powerful, and you cannot beat the price – it is free.

Let’s check main benefits of WooCommerce:

It is free to download: There are many different CMS systems available and they are great. The drawback with a lot of these, however, is the price.

It is easy to use and flexible: You can easily add categories, change prices, etc, even if you have very little technical know-how. It is WordPress based so if you are familiar with WordPress, you will adapt quickly. You can also link into virtual products.

Build a professional looking store: You can use WooCommerce to build an ecommerce platform that looks professionally designed on your own site.

You can customize it a lot: There are a lot of different customization options that you can use to help your site stand out. Strangely, for a free plugin, you have a wide range of themes to choose from. Choose any of the 39 themes from WooThemes to get started. Unlike some other themes, you are able to change preset colors, CSS styles, and coding.

A full platform: It is a completely functional, professional ecommerce platform. It’s safe to say that besides some good WordPress hosting (and WordPress itself, of course), WooCommerce is all you really need to start making money off your website right away.

You are able to access various analytics and make use of tracking, tools to boost customer engagement, apply the discounts you like, and keep your clients up to date when it comes to the status of their orders. It allows you all the functions of many of the expensive paid options and quite a few more.

Analytics built-in: You can choose to make use of the analytics built into the system to track sales, average order totals, client statistics, etc. from the admin panel. The information is presented in an easy to understand style.

Many apps and extensions: There are a whole host of apps and extensions that can be used to increase the functionality of your WooCommerce site. Some of these can be downloaded free of charge, like Google Analytics, others you have to pay for. With the add of the apps, you can get all the information and functionality you might possibly want without having to click out of your admin page.

WooCommerce is a plugin that will prove worth its weight in gold. It is ideal for a startup because it offers such a wide range of features and a lot of support.

Sources:

https://websitebuilder.org/Facts-You-Need-to-Know-About-WooCommerce

Smart Watches: New opportunities for personalized marketing

05/04/202010/05/2016 by Redes Way2net

The emergence of mobile and other devices has changed the way we live and what we expect from brands. We intend to constantly receive information and, in order to facilitate the measurements of athletes performance, smart watches and bracelets appeared and carry different sensors: accelerometer, GPS, compass and even the ability to measure heart rate.

More and more people are encouraged to buy these devices to be measured, and this year 17.4 million will be sold, 12% more than last year.

Along with the data collected applications appear to presented in graphical form the results of daily monitoring. These apps serve to improve and draw new objectives, like number of steps, calories burned, mileage and speed.

This tools are increasingly used by brands that are pending in “I want to know” micro-moment, and this become a great opportunity to accompany the user experience. Most important sports brands have their own measurement app: “Runtastic” from Adidas; “RunKeeper” from Asics and “Nike Plus” from Nike.

Brands take advantage of this personalized marketing channel , based on data registered users, and together with a specialized team offer useful messages to accompany these processes. The aim of brands is to provide useful tools to their potential consumers, help improve their performance and turn them into loyal customers.

How should brands make its appearance?

The way consumer fractured into thousands of micro moments in real time with purchase intent is an opportunity for brands. The user geolocation is a great advantage for those who want to capture potential customers when they are near a point of sale or local.

They should use these platforms to build a closer relationship with consumers, capturing the flow of data they accumulate in this apps. For example: After long walks, our potential customer shoes get ruined . Suggesting my brand sneakers, along with various promotions and benefits could encourage their purchase.

Contents may not be invasive. Brands must think about how can they add value by offering useful information and data to consumers. Advertising evolves, becomes less aggressive and sidesteps the “buy now”.

Do you know how to deliver value to your target audiences in order to transform them into loyal customers?

Virtual Reality and Marketing: Opening the range of opportunities

09/04/202004/05/2016 by Redes Way2net

The union between marketing and virtual reality is here to stay and it started to open the window of opportunity for brands.

It is important to note the difference between “virtual reality” and “augmented reality” to avoid confusion. The virtual reality means that your body leaves the physical place where you are, your brain go to the site to which the brand wants to teleport, while augmented reality applies a digital layer to the physical world.

Virtual reality experts agree that 2016 will be the year in which sales of these glasses increase, because there are more models and they become more accessible. Companies with huge weight in the sector begin to invest in augmented reality to enhance the experience of its consumers.

Coca-Cola, for example, made use of the famous augmented reality glasses Oculus Rift, recently acquired by Facebook, to transport users at Maracana Stadium locker room and allow them to advance to the field. Meanwhile Facebook expects to have a market of one billion users of virtual reality with its support for the Oculus project.

On the other hand, the popular TV channel HBO decided to offer a virtual experience to “Game of Thrones” lovers and Nissan made use of this glasses allowing users to virtually explore its prototype car.

Google updated the app of its virtual reality system Cardboard, using a cardboard and a smartphone, and is now available in 39 languages. The large company announced that “Street View” system is now available for Cardboard. This allowed everyone to visit cities and places around the world, which opens up endless opportunities for tourism marketing.

Argentina is not far behind. Collateral Studio is a pioneer in virtual reality, being the first study in Latin America to produce a short film for this format. The company has done production work for virtual reality Burman Studio, Club Atletico River Plate and Tedex River Plate, among others.

Uses of virtual reality and marketing

Depending on the brand strategy virtual reality can serve in a marketing campaign in several ways:

1. Product Placement: From video games to series can introduce a brand within the virtual reality experience. This will allow companies gain a foothold in consumer’s mind in a new way.

2. Events: We used to see wine tasting at events when their respective brands want to introduce the product, but in sectors such as tourism and services this task becomes more complicated. Virtual reality comes to simplify the lives of many brands seeking to publicize what they offer but thay can only do so with video clips or still photos.

3. Ecommerce: Virtual reality allow users to access stores to buy the products they want easily. Can you imagine doing purchases from the couch?

To exploit all the potential of virtual reality in the world of marketing we will have to wait for the technology to settle. For now there are many promises and some realities.

Is your brand ready to face all the innovations in technology?

Secrets of YouTube

05/04/202015/04/2016 by Redes Way2net

Scooter Braun, manager of artists, chosen by “Time” magazine as one of the top 100 influencers in the world, shared some of YouTube secrets.

Braun owns SB Projects, a company dedicated to find engagement of artists worldwide. It was he who convinced Bieber moving to United States and who led him to fame. Later he did the same with other artists such as Psy, Ariana Grande or Carly Rae Jepsen.

We will share some helpful tips to achieve digital marketing dream: amass the scope and build a brand.

Generate privacy

For Braun, the key to success of the first videos of Bieber broke a tie one on one with people watching him. For him it is not about “millions of impressions,” but to provide experiences.

Braun recommended the young Bieber to begin each video saying his name and sing live. What he wanted was to make people feel they are in the room with him or that they are looking at something intimate and private.

Listen to your audience

In the early days of exploding Justin Bieber, Braun saw that the artist was having a ton of traffic on YouTube in the UK. Braun wanted to take the artist there, but the record firm opposed because Bieber wasn’t on UK radio.

Braun insisted and brought Bieber to the UK on their own. They came to Universal Records and announced that they would be giving a show on the label. The success was overwhelming and the next day, his songs began to be heard on the radio in the UK. This was one of the first experiences in which online ended nurturing traditional media.

Be creative!

Many people would tell Braun that music industry was dead, however, he found on YouTube a unique opportunity.

Braun knew that things had changed: music could be obtained for free, and it invalidates the need to buy a CD or pay for a concert. A single hit would not fill stadiums, people had to listen to artists and they should like it.

What is the solution to make it profitable? “You need to be more creative”, Braun says. YouTube paid music industry more than 3,000 million dollars in royalties. Braun showed music industry did not die, it just reinvented.

Is your company ready to exploit the benefits of YouTube?

Consult us for our monthly plan of social networks and digital marketing services!

“Click to Call” button: The key to attract customers

29/08/201807/04/2016 by Redes Way2net

When users sail on a search engine from their mobile device, they have a specific intention. The possibility to call with a “Click to Call” button may be the key to success in getting users close to buying a product or service materialize conversions.

The button on search ads is next to the description of the product and displays a calling poster. By tightening the link, consumers communicate directly from their smartphone with the business. The cost is the same as clicking on a title.

A study held in September 2015 by Ipsos in Mexico and Argentina discussed the importance and the impact that the “Click to Call” button has on search and mobile shopping process. The results of this study showed the following data:

• 76% of respondents in Mexico and 61% in Argentina considered it is very important to be able to call a seller with a button on the search result. Such is the importance of this point for respondents, that more than a half said they would seek another business if they could not communicate in this way.

• In Mexico users consider equally important the website address and the button to call on online searches.

• Calls are extremely important especially for Argentina’s users- which usually ask for specific data that is not on the website as product information, pricing or promotions.

• The industries in which the “Click to Call” button is really demanded by users are: travel, tourism, local services, automotive and technology products.

• In Mexico, nearly half of consumers admit they do calls before making a purchase. In Argentina the percentage is 40%.

To consider!

The “Click to Call” button is a fundamental tool in the way the consumer is about to buy or is in full investigation. Some factors to consider are:

• Today mobile search outperform those made from desktops. Therefore your business may have specific ads for these platforms.

• In search results it is essential to describe the product, specify the website and add the “Click to Call” button.

• The “Click to Call” button can help a lot in the final purchasing decision of users.

Does your company website has a “Click to Call” button that allows conversion optimization?

Key interfaces for your mobile site

04/04/202001/04/2016 by Redes Way2net

What do your users want to do from their smartphone? That is the question that companies must do themeselves in order to understand their user’s needs. Focus on users experience is one of the keys to ensuring the success of a mobile site.

One of the common mistakes brands make is to assume that because they know from wich device the user is interacting with, they can predict the criteria they are going to use.

Another mistake is to assume that users only want to access content “important” to them, when what is “important” or “irrelevant” to the user constantly varies.

Finally, brands usually let UX machines take all the decisions on mobile sites. This is a work that should be carried out together by different areas, aiming to achieve the objective.

The question then is which are the most important interfaces in a mobile site? These are:

Homepage

When a mobile site is opened, the user has to find everything easily. Calls to action should be highlighted and navigation menus should be easy to understand. There must be easy to go back home and promotions can not be intrusive.

The site should be optimized for mobile. This means that no clicking should be needed to zoom, there’s no need to use hyperlinks that open in new tabs, and other issues that complicate the user navigation.

Seeker

The Finder mobile site should be always visible at the beginning of the page and provide relevant results for the user. The use of filters can be of great help to guide users.

Choose neutral colors as wallpaper and highlight calls to action, as well as prices, reviews and stock, can help supplement the user experience.

Forms

Forms can be a source of success or failure. The important thing is to design it efficiently asking only essential information and guiding users along the way.

Forms:

-They must be brief and friendly.
-They must be tools to facilitate data entry (such as autocomplete).
-They must show when a field has been completed successfully.

In conclusion we mention that the homepage, the online search and forms are some of the interfaces users deal with , but are those that define the permanence of consumer mobile site and the success of your conversions.

Is the website of your company properly adapted for mobile?

How to succeed in Instagram?

29/08/201822/02/2016 by Redes Way2net

The question brands frequently make is: How to succeed in Instagram? This has become the social network of the moment and companies are trying to position themselves there. The reasons for this growing interest are varied:

-Everybody is talking about this Social network and brands seek to get some profit from it.
-Usage numbers are growing, which means there is a lot of ground to explore and to attract consumers.
-Results are being felt and engagement figures are higher than those of other social networks.
-Instagram is a showcase for audiovisual content: Brands communicate through pictures and videos and this content is the most interest today to consumers.

HubSpot has made a ranking of the 16 best brands that are on Instagram and from this selection it’s easy to draw a few lessons:

Photos must be of quality

It is no longer enough to meet the minimum requirements to highlight in the social network, now brands have to share quality pictures. One example is National Geographic. Both the magazine and Instagram have always taken great care quality and professionalism of the pictures. But not always professional teams are required to obtain high-quality images, you can get incredible results knowing how to use mobile devices.

Avoid talking about “yours”

One of the temptations in wich brands may fall is to publish photographs of their products or services. That’s considered spam. You have to create conversations and generate genuine interest from users. It should reflect the philosophy of the brand. Companies that succeed in Instagram manage their images communicate what interests them, what they like and what they want to share.

Brands must have a personality

Each brand must have their own values, characteristics and interests and also that personality has to be consistent. It is not worth to change based on fashions and trends. The images have to be shared like a cover letter that help consumers understand the philosophy of the brand. All this is important because the photos identify the target to which it is intended to reach.

Brands involve others

It is not enough to post pictures and wait for “like”. Successful brands achieve that users are part of the message and become issuers.

How prepared is your brand to succeed in Instagram?

2016: Year of the video and smartphones

29/08/201811/02/2016 by Redes Way2net

Year after year technology evolves and this brings new trends in communication and new strategic digital marketing. While it is known that nowadays the main investment channels are blogs and social networks, 2016 brings changes as the explosion of online video and audio. The year has just begun but everything leads us to believe that this will be the year of the video and smartphones.

The growing popularity of smartphones has been a major change in the area of marketing and digital advertising. This year, the investment in shares of marketing for mobile devices sevenfold. Mobile happens to be a complement to be a major player in the buying process by factors such as geolocation in real time, which are essential to meet the demands of users at all times. Incorporating features of this type will cause the m-commerce (mobile commerce) continue to grow as it did throughout 2015, and is expected to do so in 2016 by 48%.

On the other hand we must not forget that companies wishing to be relevant should add value to make the audience feel identified. The strategy for communicating through smartphones is not the same as the one used for traditional means, whereby the message must be customized and attractive to potential customers, in order to make them feel curious to know more about my product or service.

Online videos: protagonists of 2016

Online videos becomes the main challenge in digital marketing strategies. Gifs, 360 ° or interactive experience videos, among others, are new formats that make videos more atractive for users.

Videos, with new formats in addition enter the world of SEO strategies (organic search engine optimization). 80% of Internet users consume online videos, this is a unique opportunity to achieve good search engine rankings and gain relevance in the network.

Videos and gifs are a challenge for both brands and agencies. Videos can’t be communicate in the same way that a picture, so the type of strategy that was useful so far with still images has little to do with the strategy for communicating videos.

Trends in social networks

The main social platforms such as Facebook or Twitter, lose weight in favor of new social networking boom such as Instagram, Snapchat or LinkedIn. In these networks, more visual, video is a key element to reach users. Most innovative brands are looking foward to promoted in these social networks that incorporate thousands of users every day.

Another trend in social networking is that these will become outlets. Thanks to the integration of “Call to action” users can directly purchase products from these platforms. Thus social networks facilitate the buying process of the users, expanding its main function: to communicate, zoom in and connect people.

Is your company ready to enter the field of videos and investing in smartphones strategy?

Want-to-go moments: from the search engines to the store

29/08/201802/02/2016 by Redes Way2net

In the digital age of communication smartphones and applications are evolving to make life easier for users looking for everything to be “here and now”. It is for this reason that brands must be present at the time, when people want to know about a subject, go somewhere, buy or just do something.

The Google Want-to-go moment is one in which the user uses his mobile to respond to a need, in this case, to get somewhere. Brands that remain focused on the consumer intention at that time not only meet your needs but advance in consumer buying process and develop a brand preference.

50% of consumers who perform a local search on their smartphones visit a store on the same day and 18% of those searches generated a purchase on the same day. Almost half of the people who want to eat and do not know where to look for a restaurant a while before leaving home.

Micro-Moments happen fast, but brands can be prepare for when they occur. They should analyze the consumer situation and think about what your store looks. To know when it is likely that these situations arise, a combination of hypotheses, observations and data may be used. Searches like “near my location” are more common when people are traveling, during holidays and during the weekends because they are out of the routine, they relax and want to see new places. For example, Saturday night abound searches of places to get drinks.

Increase searches “near my location”

Thanks to the powerful devices we carry in our pockets, we can find that surrounds us quickly and easily. Words like “near my location”, “closest” and “close” are increasingly frequent in Google queries. People are looking for products or services that are nearby, either a gym or a mall.
The interest of the Google search on the word “near my location” increased by 3,400% since 2011 and nearly doubled in 2014. The vast majority originates from mobile devices: 80% in the fourth quarter of 2014.

To consider:

Think about how consumers interact with your brand when they are near your stores.
Post useful information on your website: driving directions, each local inventory and prices.
Make sure the design of your site allows consumers to find the information quickly and easily.
Think: How I can be there when people are looking for the place where my company is?
Calculate how much store traffic is generated from digital interactions.

Is your brand ready to attract consumers to your store from your website?

Brands breaking into Snapchat

29/08/201827/01/2016 by Redes Way2net

Throughout the years we have seen younger internet users migrate from private spaces to public spaces, that are inaccessible for brands such as WhatsApp and Snapchat. The lattest one has become a leading social network with over 700 million daily shared snapshots. How can brands be part of the conversation of this platform?

A defining characteristic of these platforms is that it is private and, unlike other media, is immeasurable. Young people are avoiding channels that make them feel they have to produce content that “like” everybody so they start moving to other social media where they can be themselves, without feeling pressured to get approval. This is the case of Snapchat where images are play for a few seconds and then disappear.

This social network is making an effort to give more space to brands, so that they can communicate their messages directly interacting with their target.

Besides the function that allows users to exchange photos and videos that will self-destruct once seen, other notable aspects of this application are:

“Stories”: Users can post photos of the last 24 hours, that remain visible throughout the day for their contacts to see it. This is where brands can make their appearance.
“Live”: The network selects specific locations or major cultural events and users located there can upload videos or pictures that appear in live for all snapchat users. In this case brands can promote themeselves inbetween these videos or images.
“Discover”: Editorial channels as Buzzfeed Daily Mail and inform people with current data. Brands can not be here; They are elected by Snapchat.

Elements that any strategy Marketing Snapchat should consider:

Be sure you share your “snapcode” (a code that allows users to add you once it has been scanned) in your Facebook or Twitter profile.
Snapchat has its own language, and brands must take risks, worrying less about production and achieving spontaneity.
Generate value by offering exclusive content on your profile and people will follow you. Vouchers and contests work very well when it comes to generating value.

Is your brand ready to be part of this social network ?

The role of influencers in marketing strategies

29/08/201819/01/2016 by Redes Way2net

In recent times influencers marketing has been gaining weight. With the internet boom and the success of social networks, certain profiles of users have managed to connect with his followers, created a strong data base and connect with other users. Their opinions are valued, because they are seen as influencers ‘who know’ about specific issues.

Influencers are increasingly required by brands, and even become the subject of their marketing campaigns. Several studies have demonstrated that such figures and their views are far more compelling to consumers than traditional advertising formats.

“For digital generation new voices are needed. The falls and rises celebrities are much faster now and brands need to capture the flow and exploit microhearings segments” said Rob Norman, chief digital officer of GroupM.

And not only is that celebrities have seen their traditional moment of glory have a shorter life cycle, but also the weight of influence has also changed.

The presence of influencers in campaigns is increasingly common: 75% of brands confessed in a study that uses influencers in their campaigns. The forecasts are that in the near future the number of firms using these figures rise to 84%.

The professionalization of influencers

Today companies have professionalized access to influencers and given them a larger role in its strategy. Now, these have become a proper communication channel (not just a complement to public relations campaigns) and brands are devoting more and more budget on them.

The agencies are launching increasingly formats to understand how marketing works with influencers. Measure the success or failure of a campaign influencers is becoming increasingly easy because more tools to measure the ROI of these campaigns and the actual impact on consumers appeared.

Brands are encouraging devote part of their budget to such campaigns. Not worth to convince a influencers to talk about something with offering a gift. Influencers have to be on the budget: for them has become a source of income and for brands a new source of expenditure. The 85% of influencers expected to be paid if you are talking about a product and only 4% would be content to receive the product in exchange. Those who are content to hire them for your blog publicity are a minority.

Does the marketing strategy of your company contemplates the use of influencers?

Politics must learn from branding

24/04/202118/11/2015 by Redes Way2net

The functional purpose of branding is to identify a differential promise about the values of a brand, and communicate it to consumers in a coherent and consistently way. Political parties have failed to transmit that brand promise, resulting in the total loss of public confidence. This is why politics must learn from branding.

Like any brand that has reached its final cycle of life, political parties need a regeneration if they want to survive. These parties are articulated today as a group of members who share the strictest sense of belonging and the denial of anyone who does not share the same opinion. A totally opposite approach to having citizens at the center of their strategies.

But building a political brand is something that takes time and a careful strategy. Unlike other brands that seek the continued confidence of the public, political brands seem to be focused only on getting confidence every four years, when polls become the best indicator of sales and trust.

In the absence of a clear promise, supporting only their messages by generalist ideologies, political parties are engaged in the speeches of fear and in the discrediting of the contrary. But what would happen in the outside world if Pepsi simply told us how bad the ingredients of Coca-Cola are for our organism? It is clear that negative messages do not get adepts to your lines.

Politicians should learn that they should not only communicate to the voters, but especially to those who do not vote, just like any brand that tries to enter the home of new consumers. Even if we move from parties to politicians or brands to branded products, it is necessary to build an emotional connection between the product and the customer. And that is something that does not conform only during a political campaign.

Fortunately, the population is not stupid and picks out those brands with which it feels identified, who have been concerned to build a positive dialogue. Completely neglected by our political brands. It is time for political parties to take good note of what good management of their brand means and what it can do for them.

How to make a good political digital marketing campaign?

29/08/201820/10/2015 by Redes Way2net

¿Qué tiene una buena campaña de marketing político digital?

El mundo online cada vez está más presente en nuestras vidas y la política no iba a ser menos.

Conocimos una nueva forma de gestionar una campaña de marketing digital para política en 2008 con la elección de Obama. Emplearon redes sociales, acciones con líderes de opinión, bloggers, campañas de emailing, encuestas online, campaña de medios online, y todo ello envuelto en una estrategia de marketing digital bien planeada, eficiente y alineada con la estrategia offline.

En las campañas de Marketing Digital para Política distinguimos dos focos básicos: la presencia propia del partido y del candidato, y lo que se genera en torno de éstos fuera de su control en la red.

¿Qué tiene una buena campaña de Marketing Digital para Política?

Lo primero que el candidato y su partido tiene que tener es una presencia en Internet que sea: interactiva, planificada, atractiva y con contenido de calidad. Todo esto se debe llevar a cabo pensando en los variados tipos de votantes, perfiles y distintas zonas geográficas que nos darán como resultado plataformas, mensajes y slogans múltiples para cada uno de ellos.

En este punto vamos desde un blog del partido, blog del candidato, página oficial y grupos y perfiles en rede sociales como Facebook, Twitter, un canal en YouTube, Vimeo o DailyMotion, una página en Google+, cercanía personal mediante Mobile marketing con WhatsApp, WeChat, Line, Instagram, además de nuestras imágenes en Flikr y tableros en Pinterest.

El segundo punto importante es la tecnología de seguimiento. Es imprescindible “escuchar el ruido online” relacionado con el candidato, el partido, el slogan de campaña y los mensajes de campaña, lo que se denomina comunmente como monitoreo de reputación online.

Lo primero es analizar el contenido generado en Internet para:

Identificar las diferentes temáticas de las que se está hablando en Internet.
Valorar los sentimientos positivos, neutros o negativos de los contenidos.
Clasificar las fuentes donde se publica ese contenido.
Cómo estos contenidos influyen en la masa y en los influenciadores.
Todo esto se trabajará también con todos nuestros competidores.

Una vez que dispongamos de esta gran cantidad de información clasificada, lo que obtendremos como resultado es: ¿Qué se dice? ¿Quiénes lo dicen? ¿Cuándo se dice? ¿Cómo se dice? ¿Dónde se dice?, y todos estos datos por idioma y zonas geográficas.

Toda esta información nos da pie a:

Evaluar la efectividad de las campañas.
Identificar los mensajes de mayor impacto y rentabilidad.
Manejar 24 horas los tiempos de campaña.
Conocer como se perciben los candidatos y partidos en la mente de los votantes.
Analizar los sitios de Internet y temáticas en los que nuestra campaña genera más valor.

Por último se debe añadir el efecto de la Geolocalización. Con la tecnología adecuada podemos obtener datos de incalculable valor político; por ejemplo, la cantidad de ruido online en tiempo real, las temáticas de conversación en tiempo real, lo que se está diciendo en tiempo real e identificar a los usuarios.

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