The figure of the Community Manager has been highlighted in recent times, especially with the explosion and proliferation of social networks. However, despite describing a new professional profile, it seems that most companies now prefer to do without these new professionals delegating this task to specialized external agencies or members of their current workforce.
Although there are companies and brands that have not hesitated to incorporate new professionals with this profile to improve the management of its visibility, reputation and marketing strategies in social media, there are still those who doubt the real importance of the need incorporating new professionals for this purpose.
There is no doubt that the figure of Community Manager can be really important, but its real growth within the marketing sector could have been faster and increasing later. The crisis and the current economic state by passing many companies make more difficult the task of staff recruitment and expansion. In fact, a large proportion of these professionals develop their work advising and implementing goals independently or as freelancers.
Some of the data collected from the survey developed by puromarketing.com among more than 8,000 professionals and companies, and in which, asked about the way companies develop their social media marketing campaigns, showed clear results on the trend and the emphasis on the need for professionals with experience in this profile.
In this sense it is important to note the highest percentage (55.84%) of respondents who claimed to develop such strategies internally or personally. The 19.48% of companies and professionals surveyed said that such strategies are delegated or developed by specialized external agencies. Read More→
In a big brand, A great brand
CommentsInterbrand has undertaken the development of brand strategy, positioning and visual identity for the brand Movistar
As a result of the strategic reorganization of trademarks held by Telefonica, the leading brand consultancy Interbrand global snow, defined the strategic and visual territory that will allow Movistar amplify its role and assume all of the commercial offer in Spain Latin America.
Gonzalo Brujó, CEO of Interbrand, says that “in an increasingly converging environment, global and digital, both the positioning as the vision and values developed by Interbrand pursue Movistar demonstrate the ability to make available to all audiences technological capabilities, facilitating and amplifying their life experiences. “
Interbrand has sought at all times to guarantee the alignment between the strategic territory and visual identity, brand undergoing an evolution of the image, redefining the logo so that the command remains an indisputable piece of differentiation, and redrawing the font brand movistar, looking to gain relevance and stature compared to their new audiences. Thus, the new Movistar grows in experience, solvency and maturity. In turn, it has reaffirmed the institutional role of the Telefónica brand are reinforced in this position.
“Since we have Interbrand rate portal a new and distinctive visual universe that comes with the brand at every point of customer contact, unifying and reorganizing them according to the new commercial offering. These are new verbal and visual codes that will make sure brand Movistar brand relevant and attractive to everyone, “says Borja Borrero, Executive Creative Director of Interbrand.
Looking to give new life to an open, positive and expressive of the brand, Interbrand has developed its key visual resource: sky. Heaven as a place where you live the brand, inspiring, which functions as a metaphor for freedom, dreamy space where anything is possible, common unifying umbrella for more than 15 communities where it operates, a boundless sky symbolizes the ambition of a brand aims to keep growing.
Interbrand has expressed the pride of working for Telefónica and its brands, in a project as challenging both its scope and nature.
The neuroeconomics calls into question the assumptions of traditional economics on the human capacity to reason logically and plan their behavior.
Until recently, it was very difficult to examine the brain mechanisms put in place the memories, feelings, emotions, learning and perceptions that determine consumer behavior.
Today, research from the neurosciences are reporting a breakthrough to help us understand and improve decision-making processes, as well as the conduct of individuals in relation to consumption of goods and services.
What is sought is to understand how brain sensory systems encode information from the outside world, ie how does the nervous system to translate the vast amount of stimuli to which an individual is exposed to language
brain: activation and deactivation of neurons, communication between neurons, information transmission and neuroplasticity phenomena.
This is undoubtedly a quantum leap that began to take shape during the nineties and brought about the development of image analysis techniques (which are evolving, too, at an amazing rate.) These developments are allowing not only to confirm empirically a set of assumptions of traditional marketing, but also access a vast field of knowledge of potential for application in organizational management.
From marketing to neuromarketing
Since its inception, the marketing activity was based on knowledge from other disciplines such as psychology, sociology, economics, sciences and anthropology. By incorporating advances in neuroscience and neuropsychology, there was a shift of such magnitude that led to the creation of a new discipline, known by the name of neuromarketing.
This development resulted in the development of a set of methodologies which shed light on implementation issues before whom we have been in darkness for years, and it is estimated that in the XXI century will be produced enormous advances in knowledge about brain function, which bring prepared, in turn, the development of novel methodologies to investigate and explain the key processes of decision making in relation to consumption of goods and services and at the same time, create and implement strategic plans for successfully leading organizations toward their goals .
Undoubtedly, neuromarketing brings a set of resources of enormous value to research the market, segment and developing successful strategies in products (design, brand, packaging), positioning, pricing, communications and channels. Read More→
