Marketing en Facebook

magina be able to reach current and potential customers through the largest network in the world, with about 400 billion users and growing.

That is the proposal made by creators of Facebook to trademarks, an offer that had roots of urgency to improve the economic figures of a gold mine that was not even a really profitable exploitation route.

The network aims to be an alternative for companies that still believe that marketing and advertising options are limited to mass media such as radio, television, newspapers and magazines and even the Internet, but also associate it with traditional media is ie web pages of newspapers and magazines.

Facebook


First, companies need to understand that to succeed in these areas need to think beyond the term "campaign", and that success in social media is based on creating continuity with consumers.

Therefore, we must seek to be reliable and be perceived in this way in front of customers openly.

Facebook has chosen to compete with Twitter by enabling a "public search" by changing their privacy policies-a plus for advertisers, but not for users.

It has also implemented a strategy of "Open Graph", integrating features of Facebook directly on other websites, conceptually similar to Google AdSense, based on keywords or phrases.

He also completed the migration to a system of "Likes" or better known as the "I Like" application that allows Internet users to tell if they like the content or an advertiser's product.

A more than interesting for brands considering that Facebook now accounts for 7.5% of surfing time people in the United States with 134 billion airtime per month.

The trend is in line with other social channels are doing. For example, Twitter has its function Promoted Tweets, an advertising platform aimed at organizations interested in using the microblogging social network to develop their business strategies.

Continuing with Facebook, another point to emphasize is related to their ability to influence, particularly through public figures deemed "influencers." Reach these people leads to better results and a high "Share of Voice."

Tim Schigel, CEO of ShareThis, add other concepts such as sharing, the sharing of content, "clicks, how many people do you click to content," engagement, "how much time interacting with the scope, content, and how inspired they are to spread and share content.

These benefits are just some of the possibilities that remain to be announced on the social networking world.

The differentiation is essential to escape the price war

When a person has a business idea because it senses that there is great potential in it often makes the mistake of wanting to copy the entire competition, to be near her to grab their customers and offer a lower price to enter and win them all .

This pathway probably leads to the competitor, in turn, lower theEstrategia de diferenciacions prices and this becomes a cycle, in a price war that ultimately led the two to charge the least for their products and not getting expected profits.

Columbia Ideas at Work Business School published an article on the studies currently performed by the business and economics professor at the university, Michael Riordan, using game theory to know how to react to business owners when new firms enter the market to compete .

Riordan sums it up this way: "The key issue is to design products to avoid direct competition, so that there is a substantial number of consumers in the market that are more or less indifferent between their product line and its competitor . Because if any, will be tempting to draw them through lower prices. "




Enter the market without causing a price war

Riordan says that if it is known to enter the market with a well differentiated product that is not interchangeable with the competition and, therefore, not so sensitive to price changes, it is likely that prices, rather than lower, increase because everyone will be getting the most out of your segment.

This may be clearer with the example mentioned in the article by Columbia Ideas at Work, under which an aspiring entrepreneur coffee business is a very crowded near a college where many people walk, and decides to open a coffee business the entire front, across the street.

The reaction of the old business is to reduce prices to fight for their customers, leading to the new employer also decrease, obtaining much lower profit margins than expected.

But the proposal discussed in the article is that if the new owner decides to enter differentiated, can open a tea shop looking to attract that segment of customers in the coffee shop they prefer the new product and that does not change from differences in the price, which would provide incentives to the former business owner to lower their prices, and, conversely, could lead to upload them to maximize earnings from coffee drinkers.

According to Riordan, "The profit-maximizing price of the establishment of coffee depends on the price charged by the establishment of tea, and vice versa" and it will be agreeing to stable prices.

Product differentiation strategies

According to these studies, before entering a market, there are three questions that must be considered in order to create a product differentiation strategy that maximizes profits:

1. Is there a customer segment that is not well served by existing firms? There are consumers of all kinds, some are willing to pay more for certain other products undecided driven by lower prices. If you can create a product with added value for those customers who are willing to pay more for it, you can capture some of that value through higher earnings.

2. How much difference should be within their own product line? Advanced segmentation creates value for customers because they feel they are offered something to measure, but be careful with the way in which this segmentation affects other products and the level of variety to another profitable.

3. How will existing firms respond to new business entry into the market? If many customers see the new product as a possible replacement of the former, the owner of the latter will lower prices. But to avoid this, you can segment the product so that customers prefer one or the other, regardless of price.

The key is to offer a unique product that meets specific consumer needs and have added value for which they are willing to pay, as this is what ensures the success and permanence of the product without relying on other bids.

In the words of Riordan "What makes the entrance, ideally, is to reorganize the consumer in the market, so that the new consumer segmentation among firms, they are less price sensitive."

Branding and human emotions

Branding and human emotions

Branding is essential to positioning the brand in the minds and emotions of the public. It is important to know and understand, but also analyze its influence on culture.

The branding focuses on the exaltation of the brand through a deep emotional connection with consumers. Through anthropological and sociological study, branding is the yearnings and aspirations that motivate consumers to create an emotional bond with the brand, identifying similar feelings in her affection and love that awakens a loved one. It is a strategy based on the communication of values ​​and attributes of a company or product through the brand. In this regard, Joël Desgrippes publicist says

"Talk about branding, not just talk about ubiquity, visibility and functionality, is talking about an emotional connection with people in their daily lives."


The purpose of branding is to position a brand in the minds and feelings of the public creating positive associations in order to install the idea that their use will provide feelings of emotional satisfaction. That is, their goal is: to make the brand coveted object of desire of the consumer.

But using the technique of branding and advertising strategy, while benefiting mostly the main users, commercial enterprises, "also influences the culture, we must analyze it from a critical perspective. Naomi Klein in her book No Logo, addresses contemporary advertising and explains the effects it has on personal emotions, economics and social culture. In Klein, we can find some of the social impacts arising from the advertising impact of branding:

"The multinational brands can tell a lot about diversity [...] but despite taking the poly-ethnic imagery, commercial globalization does not want diversity, but quite the opposite. Its enemies are national habits, local brands and characteristic taste of each region. "

The problem this represents is that the values ​​of the marks begin to replace regional and cultural values ​​while shaping the aspirations of individuals in a materialistic model of endless consumption. Advertising, by this new turn, promotes an apparent "humanization of brands," suggesting a sense of emancipation and democratic course before consumption, but behind this lies a sophisticated emotional manipulation that promises to achieve our highest aspirations, in exchange for our loyalty to the brand.

Advertising is constantly looking for emotional gaps can be filled through the promise of consumption, and it uses some of the psychic phenomena that occur in the human unconscious to persuade and convince the consumer, as it is in unconscious, where emotions are kept rich in meanings, which constantly appealing advertising.

Carol Pearson says this issue noting that there is a deep disrespect for human beings in modern life:

"The business world encourages us to think of ourselves as human capital. The advertisement appeals to our fears and insecurities to sell products that do not need. [...] Basically, we are seen as products or raw materials, ready to be sold to highest bidder or otherwise, improved to eventually be more valuable. "

It is essential for studying graphic communication structures such rhetoric, which can be a valuable methodology in the analysis and the production design.

While branding is a technique that can be used to benefit society, many brands have used in order to become cultural icons, ruler of the tastes and attitudes of citizens.

Universal mythology for centuries has helped us with the existential questions that could not respond in any other way. Branding builds a new mythology, which is not intended to help find the spiritual journey of humanity, but to satisfy commercial interests, dictate trends and generate superfluous material needs. At the time that incorporates branding myths in their branding strategies, gains the power to shape the attitudes of people.

Given this phenomenon, ideally a reasoned and intelligent consumer seeking to satisfy our material needs without compromising our emotions, to maintain our autonomy to the growing monocultural scheme that pervades our society.