There is no doubt that at the present time and encouraged by the tandem formed by the economic crisis and the emergence of Social Media, customers have modified their habits and customs related to consumption.
This has led to an increase in demands for companies and the need to make an additional effort by brands that want to transform themselves into social companies and thus have some opportunity for growth in the new cycle; the cycle of consumer experience, the cycle finally, of vertical integration.
In a context such as the current, changing, dynamic and demanding, the fundamental premise to transform our brand into a social company and with it, save it from the debacle of the loss of customers and the lack of resources, we find it in the marketing strategies whose main objective is to save customers or what is the same, if we are not able to retain (satisfy) them our strategy is not working.
We must therefore know that an online marketing strategy will only be efficient if it achieves proper customer experience management, which implies proper handling of complaints, a step prior to the outbreak of a crisis.
This is where we fully enter the analysis that allows us to establish starting from vertical integration, our definitive marketing strategy whose main objective is the loyalty and evangelization of our customers.
one – The channels. If we are looking for a strategy that allows us to reach our target audience and transform that relationship into a lasting and mutually beneficial link, we cannot forget that we are traveling through a multi-channel universe, so it is essential to achieve the integration of our strategy in the usual channels. where our clients are.
two – Vertical integration. We are talking about solutions that allow the integration of individual actions and tools in the total set of our marketing strategy, thereby achieving the staging of a brand made up of experts in everything that interests our target.
3 – The offline world and the online world. Without a doubt, the arrival of 2012 has been a new starting point in the integration of both worlds. Social media has managed to impose itself more than as a way of doing business, as a way of life. The penetration of tablets and smartphones in the market, does nothing but connect brands and customers with the double game of both worlds.
4 – Multiplatform Companies. And finally, not a minor issue, we are moving towards the consolidation of a new society, made up of prosumers who interact in a multi-platform context, which increasingly places us before a change in structural paradigms inherent in the way in which they are branded. attract their customers today, advertising segmentation in relation to channel and reach, is no longer valid. Today, we all interact in a multi-channel universe and access to information is immediate and unrestricted.
We can therefore conclude that vertical integration, the one that allows us to combine the benefits of channels, platforms and opportunities derived from interaction, emerges as the central axis of the new online marketing.