MARKETING

Marketing: Más psicología y menos tecnología

Cuando la publicidad llega a saturar al cliente, es debido a que las empresas han perdido el sentido de orientación y piensan que inyectando mayor inversión en redes sociales se logran resultados inmediatos, dejando sin importancia el lado humano en el comportamiento del consumidor.

El cara a cara es la red social original, indica Jonah Berger, profesor de Marketing en la Escuela de Negocios de Wharton, es donde las empresas ya no pueden controlar el mensaje. Según esta afirmación, toda acción de campañas publicitarias, desarrollo de productos y servicios o inauguración de tiendas nuevas sirven para finalmente tener una oportunidad de generar comunicación offline y estar presente en la mente de los consumidores.

Muchas empresas dirigen esfuerzos en tecnología debido a que resulta sencillo invertir en pautas publicitarias de un producto. Se piensa que porque existe mucho tráfico en Facebook y Twitter estar presente es un must have que no debe ser cuestionado, sin llegar a entender el motivo de los usuarios al usar determinadas plataformas.

Para Berger, el verdadero reto es pasar de un modelo de interrupción a uno de fidelización: No puedes hacer que la gente hable de ti de manera espontánea, si estás interrumpiéndola todo el tiempo con publicidad; tienes que generar contenido que la enganche, experiencias que la hagan querer saber más. Tienes que ser auténtico, comenta.

En su libro Contagious, Why Things Catch On, Berger escribe sobre STEPPS, seis pasos para lograr que la gente hable y comparta algo sobre una marca:

  • Social Currency (moneda social) Las personas hablan de lo que les hace sentir bien; así que usarán la marca como una moneda.
  • Triggers (detonadores) “Lo que tienes en mente, lo tienes en la punta de la lengua”. Llegamos a ser más proclives a hablar de algo que tenemos presente en la mente.
  • Emotions (emociones) Cuanto más interese o estimule psicológicamente algo, más probable es que se comparta.
  • Public (público) Al ver a alguien realizar una actividad, es probable que sea imitada.
  • Practical Value (valor práctico) la información útil es valorada y compartida para ayudar a los demás.
  • Stories (historias) Se comunican ideas y conceptos que están envueltos en alguna historia o narrativa.

 

Si las empresas entienden el porqué de sus acciones de Marketing y usan las redes sociales de acuerdo a sus objetivos, se logra equilibrar la balanza entre psicología y tecnología donde el mayor beneficiario es finalmente el cliente.

Fuente:

Berger, J. (2016) Contagious: Why Things Catch On, Simon & Chuster.

Paul Guerrero
Estudiante de Administración de la Universidad de Lima enfocado en innovación empresarial y RSE. Incondicional de Joaquín Sabina, amante de un buen viaje y partidario de los crucigramas.
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