PASIÓN POR EL MARKETING

blog de Buzz Marketing, Marketing viral, Social media marketing, word of mouth

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Archive for the ‘ advertising ’ Category

IKEA joins the Slow trend

By on November 18, 2016

Where did the American Dream go? Good question! The answer is clear. According to The Economist, Youngster and Millennials believe The American Dream is much less achievable than before and it seems the concept is dropping on relevance.

America Dream is death

Under this insight (from which study, IKEA sponsors 🙂 ), the furniture brand has just launched an interesting campaign. The copy-writing exercise is amazing and all seems to tell us that IKEA is joining a new movement called Slow. You can see all the research findings here.

Ike american dream

Great stuff IKEA! Bigger doesn’t mean better!

Uno de los últimos comerciales de Audi está generando gran interés y viralidad en la red puesto que es un spot muy interesante que capta la atención de una manera meritoria.

Lo cierto es que la mayoría de expertos hablan de identificación de insight como verdaderamente el punto más clave del éxito de la pieza. Esto es un opinión personal pero creo que se está en lo cierto, a parte de utilizar un recurso creativo (El Rex) que va al pelo para comunicar la principal ventaja del producto. De hecho yo creo que muchos están confundiendo recurso creativo con insight.

El insight no es que un Rex tiene los brazos pequeños y que por tanto no puede conducir, sino que el Rex, quien representa el target audience, no puede permitirse el coche que le gusta (brazos pequeños para alcanzarlo) debido a esta maldita época de crisis y por eso está frustrado, no sale y no se siente como antes cuando era grande, poderoso, tenía dinero, vacilaba, era el rey… La elección del Rex no es sólo por esa caracteristica física sino que el spot tiene que ver más con lo emocional (frustración). Podría a ver sido un León, pero el Rex además encaja a la perfección para comunicar el principal beneficio de este nuevo producto (condición autónoma). Ahora, nuestro target sí se lo puede permitir y vacilar aunque no tenga dinero. Por eso ha vuelto, porque el personaje vuelve a sentir aquel poder, esa fuerza de ser el amo. Recordemos que este spot no va dirigido a personas con una minusvalía en los brazos, sino al clásico comprador del Audi, y quizás mas claro aun, del Audi A3. Puedes decir que entonces porqué no aparece una promoción; la respuesta es que hablamos de Audi y no de Opel, Seat o un coche de media gama. Recuerda que es una campaña más bien de branding.

Como dije, esta es una interpretación personal, no un dogma ni la asunción de un creativo experto.

I’ve been always a fan of that kind of brands that enter a category and suddenly, with a proper positioning vision and a solid and smart strategy become leaders. This is the case of Gin Mare, the Mediterranean Gin. I’m amazed and cannot be more aligned with one of the greatest event ideas I’ve ever seen lately. Enjoy and distillyou life… Remember The Mediterranean is not a place but an attitude.

Mediterranean attitude

Below I’ve included the brand case developed by the consultancy Garrigos&Llopis. You will find a great analysis and many important things that define the this premium Gin and helped to build a powerful brand.

As a marketer you might have seen a lot of social media campaign planning guides but they are either incomplete or not compelling enough. Checking one of my favourite blogs I’ve just found this one that looks very interesting and relevant for me.

Social media campaign guide

Social media campaign guide

1- Pre-campaign planning
a) Channel investigation
b) Building audience
c) Evaluating other campaigns
d) Create your Hashtag

2- Define your campaign goals and metrics

3- Targeting – who you are going to target and how

4- Map out your funnels

5- Create your content and build your editorial calendar

6- Get all your tracking in place – goals, URL builder, etc.

7- Campaign Launch

8- Optimization – assess and adjust

9- Evaluate at the end of project

For full detail check the original post here

Bye Bye Permission…

By on March 30, 2015

Social media? I remember that term was born as an evolution of other terms that tried to create a better world with less ads and more permission. Sometimes I wonder what happens to the term that Seth Godin created some years ago… It was back in 2008 (January 31). Please don’t disturb... Did you remember anything about Permission Marketing?

Screen Shot 2015-03-30 at 12.49.45 PM

Everybody working on digital marketing, buzz marketing, viral marketing, Marketing 2.0, Guerrilla Marketing, etc was passionate about the same thing; trying to reach the audience in a more alternative way beyond advertising. Then, online communities were born and few years later social media bounced into the scene. The goal was to create and develop a loyal base of fans who will naturally become advocates. The formula was clear and the first step was all about achieving the permission of those who will give sense to a brand.

Do you like me? Yes, then like my page so you will be able to see my content. This way, both brands and consumers made an agreement: You! brand, I join your community because I like your stuff so you have my permission to delight me… Don’t miss out your opportunity because if I get bored I can unlike you and therefore get back my permission…

Then, the hunger games came to impact reach and brands went from an abundance phase (100%) to a period where reaching more than 100 fans was a milestone for SMBs.

What is nowadays the value of a community? What happens to one of the most famous quotes on marketing history?
“Advertising is the price you pay for not realizing the value of building your passionate tribe”Dr. Mani Sivasubramanian

What’s the point to build a community on Facebook if I can reach my total potential audience by spending few bucks and target them by interest, demographics, etc.?

Why Facebook is focusing everything on Frequency increase again? Wasn’t this part of a far past?

Why should I invest my efforts on building a fan base if only 0% of them see my content?

To sump up, What’s the point to achieve 100% of permission when reach is 0. something?

Bye, bye Permission… Please Disturb me!

This year I wanted to do something different and more authentic so I’ve decided not to read any article about top social media trends for 2015 and write mine from scratch. Sometimes I feel we should follow more our intuition… This is what I truly think:

Social media trends in 2015

Social media trends in 2015

1- From Public to Private social networks.

Whatsapp and similar apps become the boss! People got sick of sharing all their lives. We don’t want to be celebrities anymore as it has broken already to many relationships. This is not cool anymore, we got overwhelmed with stupid content and it’s time to kill the “social ego nightmare” and the “social insecurity sickness“.

2- Uberisation of everything.

It started with the Taxis, well previously with the holidays homes and it will go much further. We will see Uber for eCommerce, beauty services, pizza delivery, etc.

3- One of the big platforms drowns

I’m not saying which one but I feel it will be Twitter, Facebook or YouTube :-)… Or maybe, Google+, Vine, Pinterest?

4- Every social media follows Facebook PAID TO EARNED approach.

Facebook decreased the organic reach down to 0.something 🙂 and all the rest will follow to push the paid option.
Twitter has started already even though they claim to offer 30% of organic reach.
Pinterest has recently announced the paid option is open to everyone.
The rest will just follow…


5- Lead generation becomes the key request.

After understanding that community size (number of fans, followers, etc.) doesn’t matter anymore because you only reach less than 1% through your content and when you promote a post it’s targeted by interest and not by fans; brands will get back to the basics and request for leads (no fans)

6- Platform agnostic Creativity reborn…

Do you remember that time when we talked about Viral and Buzz marketing? Those years were truly amazing as creativity was at the center of every action. I feel social media has killed that a bit over these 4-5 years. Everybody has just been worried about following what the platforms allow you to do and strategies were too channel focused. Now it’s time for platform agnostic creativity that goes beyond the channel to truly attract the consumer and build a fully integrated experience.

2015 is going to be amazing because finally, social media and digital marketing will leave the Comfort Zone to challenge themselves again. We all have been resting over 2014… Wake up because 2015 will truly challenge those who call themselves social media or digital experts…

Facebook has always had a great capacity to confuse marketers 🙂 This is the reason why I’m posting this really simple and great infographic about all you need to know about Facebook ads

facebook ads glossary

facebook ads glossary

Mixta vuelve a soprendernos con una nueva apuesta, esta vez muy muy gráfica. Desde Pasion por el Marketing siempre hemos seguidos sus campañas y esta parece que viene tambien fuerte. Por el momento, solo tenemos esta primera infografía.
En ella podrás conocer a los 3 personajes de la Peñita Guapa, la nueva serie de Mixta y Joaquín Reyes..

Aqui tienes los primeros personajes:

Juanan, el típico estudiante de oposiciones, Edu un community manager de los más singular y Richi, que trabaja en la tienda de telas de su padre.

Separados ni fu ni fa pero cuando se juntan para tomar unas Mixtas se convierten en LA PEÑITA GUAPA. ¡Conócelos y queda a la espera de mas posts como estos! Por el momento, todo es un misterio.

Resumen los personajes de la Peñita Guapa


Post Patrocinado

Now that a New Year has started you might be looking for a good summary of 2013’s best social media and digital campaigns. Our friend Greg has launched his popular compilation and we are happy to share it!

Any campaign you would like to add in? I still think that there is no other like Oreo’s!

Best campaigns social media

Best campaigns social media

Check best social and digital campaigns of 2011

Check best social and digital campaigns of 2012

When it comes to promote beers, brands tend to invest in a great concept which will be able to connect with the audience. The main trick is to be surprising by identifying that strong insight that will fascinate your consumer and will make it worth sharing. I’d say the best beer commercials come from Argentina but there are some other countries that have created truly interesting work.

The best beer commercials of all time

Estrella Damm (Spain, 2010)



Heineken (2009) – Walk in Fridge


Andes (Argentina, 2009) – Teletransporter

Cristal Beer (Argentina, 2012) – Ligar en equipo / Team flirting

Carlton Draught (2006) – It’s a bid ad

Best beer commercial of all times

Best beer commercial of all times

I hope you have enjoyed, there is a lot creativity invested here! Feel free to share yours!