PASIÓN POR EL MARKETING

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

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Archive for the ‘ Marketing Viral ’ Category

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.

When you are looking for ideas on how to improve results after analyzing your analytics, we often get confused as there are thousands of metrics and items to measure. My advice is very simple, focus on those metrics that truly add value to what your business means.

Under this purpose, you can find below the 10 key metrics that every marketer should take into consideration:

Infographic-Facebook-Analytics-Post-smaller

Infographic-Facebook-Analytics-Post-smaller

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…

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

Real Time Marketing has been (finally) one of the big trends in 2013 and it’s here to stay for long.

I’ve seen thousands of Christmas greeting cards this year but none of them are different. That’s the reason why I’m happy to share this great one created by Delov Digital. It takes the greatest moment of 2013 and adds a new amazing twist! Welcome to “The epic Christmas split”

Epic split plane Christmas Chuck

Epic split plane Christmas Chuck

Merry Christmas and happy New Year 2014!

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!

I love when brands make it simple and direct! This is FIFA2014’s welcome Bale Video! Again, we can see how brands are using Real Time Marketing tecniques to get the most out of the top news and events buzzing sharply around the globle. The last case is EA Sports giving a push to its worldwide popular videogame FIFA14 which was launched with Gareth Bale wearing Tottenham t-shirt.

The video is simple and very smart and so is the tagline “It just Got Real”

Welcome Bale

How to write to go viral. Thanks Seth Godin!

How to Go viral

How to Go viral

It seems we finally got a right way to measure influence. These are good news!

As you might know, Brian Solis (Altimeter) developed a pretty interesting piece of research about Digital Influence. Basically, they found out that Digital Influence can be defined by 3 main pillars: Reach, Resonance and Relevance. In my opinion, I think it’s a great way to measure it. I would add some more elements like for example Antiquity and Industry. Antiquity because the older you’ve been publishing the more likely you are to be influent because you got many back-links and you are kind of a reference for the new comers (Obviously if you did well). Industry / Narrative , it’s another factor. I mean, there are industries more likely to spread than others (Celebrities VS History).

So basically, using this model, Traackr has developed this cool Infographic and a corresponding research. I do really like the fact that we can tailor our influencer strategy depending on the goal we are trying to achieve. For instance, if our goal is to increase awareness we definitely will go with a mix of celebrities, connectors, activists and probably journalists.

Types of influencers

Types of influencers

Hope you find it this interesting!