By: Alejandra Aqueche, Country Manager Guatemala
Answer honestly, how do you feel when you are watching interesting content on your favorite social platform and suddenly you are forced to interrupt it because an annoying ad was activated? I'll give you a list of my feelings: frustration, anger and disgust...and of course, it doesn't provoke any impulse to buy, quite the opposite.
With the advent of digital marketing, some of us marketers have lost our way on the road to innovation. We are crossing a dangerous line, invading privacy and saturating our customers' favorite content with ads, mistakenly thinking that this is how we are going to achieve our business objectives.
In my country, Guatemala, walking through the main streets of the city generates the same feeling. In every block you see an excess of billboards, signs, perimetrals, ads of all kinds and even street advertising. The same thing is happening on the web, the saturation and hustle and bustle of advertising is reducing the impact that brands can and expect to generate with each marketing campaign.
So, what should be the right path to follow with the advent of technology and social media? The answer is quite simple, start thinking about disruptive strategies that speak to your customer's ear in an organic way, where they do not feel invaded or uncomfortable with your communication.
Let's review some ideas:
- Increase your Increase your
It is a fact that traditional advertisements that speak wonders of the product, that offer unique offers in the market such as 2×1 and burner discounts, are no longer credible to the new generations of consumers. Now, our brands and companies are constantly undergoing rigid and demanding reputational scrutiny.
It is a fact that traditional advertisements that speak wonders of the product, that offer unique offers in the market such as 2×1 and burner discounts, are no longer credible to the new generations of consumers. Now, our brands and companies are constantly undergoing rigid and demanding reputational scrutiny.
News content is highly valued by consumers, especially organic content, as it generates greater impact, credibility and better positioning than a paid advertisement. Even the role of the marketing manager has been transformed, in addition to focusing on increasing market share, he or she must also give priority to increasing the reputational value your company's image with internal and external audiences.
It is important to take into account that when a reputational crisis arises, public opinion will remember the good news they read about the brand, which will generate goodwill. If you are not communicating the good things your company does in different areas, it is time to start doing it.
- Implements powerful content marketing with a “storytelling”
The intelligent is a powerful communication tool that allows you to connect and humanize a compelling and relevant story. If you look within your business context, among customers, collaborators, communities and suppliers, there will always be a story to tell. A story that humanizes your brand and makes it connect emotionally with your audiences.
It is important to take into account that the intelligent is not just about telling what you want to sell. It is a strategic and collaborative work, where the key is the ability to understand the context and the data, process them, define their value and communicate them in a timely manner.
- Include niche influencers in your communication strategy.
Influencers should be understood as channels for disseminating valuable content to their digital communities. These contents are much more persuasive than any other, since they do not come from the brand but from a third party to whom we grant certain authority and/or relevance on certain topics. Thus, when mapping the profiles of potential influencers to be included in your communication strategy, you should analyze the following:
-It is essential that you apply a reputational filter. If the influencer has been involved in inappropriate or vulgar content or ethically questionable behavior, having him/her as your channel of diffusion can generate in your audiences a mental association between the brand and the influencer that can be dangerous. Don't take any risks and look for the most suitable influencer for your brand. target and for the values of your brand. Ask yourself why you follow that influencer and if that reason is consistent with what you are looking for in your campaign.
-Remember that the most important thing is that the content is organic, creative and flows naturally.. Allow the content to have the essence of your brand and that of your influencer, so that the communication is not perceived as commercial or staged. If you do not keep a close eye on these aspects, the communities will notice and you will not achieve the expected impact.
-Creativity and humor are everything. Publications, in addition to being fresh and organic, must have a creative and fun component. We are all looking for a moment of entertainment when we look at our social networks, find a disruptive content that makes us smile and be more positive. Remember that your goal is to connect in the best way.
-Engage internal influencers and develop them as ambassadors of your employer brand.. Many times our brand reputation will not be hurt by external factors, but by internal factors. If employees are demotivated, you run the risk that your communication to external audiences will be negatively affected. Find among your employees who can inject and influence your internal audiences, make them long-term ambassadors who want to communicate the good things that happen inside and motivate them to replicate the brand's content in their personal networks with a defined #hashtag.
-Measure everything. What is not measured cannot be managed. Each action proposed here must have indicators of success. At the end of your campaign, take the time to prepare your dashboard de resultados para replicar lo que funcionó y aprender de lo que no.
We invite you to consult with us on these and other trending topics in strategic communication. Write to us at info@cckcentroamerica.comSee you around!
About the expert
Alejandra Aqueche holds a bachelor's degree in social communication and two master's degrees in marketing and business administration. She also holds an international diploma in strategic marketing management. She has more than 15 years of professional experience. Currently, Alejandra Aqueche successfully leads the operation of CCK in Guatemala.