Tradicionalmente la comunicación en marketing ha sido un proceso unidireccional. Las marcas y, en general las empresas, han lanzado sus mensajes centrándose en el producto al principio y después en el consumidor, pero en ninguno de los casos han atendido a la respuesta del cliente. Es decir, no han tenido en cuenta la reacción de aquél para el que habían diseñado el producto o servicio y para el que habían desarrollado la campaña de comunicación. En la lucha por lograr captar la atención, las marcas han lanzado los mensajes cada vez más alto y con mayor fuerza e incluso han destinado grandes presupuestos a campañas.
Sin embargo, se han olvidado de lo más importante: escuchar. De conocer la reacción de su interlocutor.
Considerando a éste en su sentido más amplio, es decir, su cliente actual y su potencial o futuro cliente.
Nuevas formas de generación de valor
Y mientras tanto el consumidor se ha ido convirtiendo en un experto. Cada vez posee más información, y mayor y mejor acceso a ella. Ya no se conforma con cualquier mensaje y oferta, sino que busca su mensaje y su oferta. Espera más de las marcas. Quiere una experiencia personalizada que le hable a él y sólo a él. Hoy en día, las marcas han de ofrecer algo único para poder posicionarse en la mente del consumidor y que las considere una opción. Ya no hay un momento de la verdad, sino que todo el proceso es el momento de la verdad, en el que la marca tiene que esforzarse en ofrecerle a su cliente aquello que busca y de la manera en la que lo busca.
La transformación digital comienza en no solo crear nuevas formas de comunicación e interacción sino en la forma en la que se genera el valor para el usuario. Una marca ya no se concibe como se hacía anteriormente. Los equipos de marketing y las compañías han de ser conscientes del papel que juega el consumidor en la generación de valor. Es lo que se conoce como co-creación, que no es más que el proceso en el que las marcas y clientes desarrollan conjuntamente, para interactuar, aprender y compartir, información que genera valor o que así lo percibe el cliente, el interlocutor.
Pero el concepto de co-creación no es nuevo. Ya en 2004 Prahalad and Ramaswamy hablaban de él y, durante más de una década se ha empleado tanto a nivel teórico como práctico. No obstante, ahora hablamos de una versión que va más allá.
En lugar de un intercambio de valor de marcas o productos a consumidores, ahora son los consumidores quienes definen, crean y comparten el valor. Son los que tienen el poder, es la creación de la experiencia del consumidor la base del valor generado.
Contenido generado por el consumidor
Hay compañías que aún van más allá animando a sus clientes a formar parte del proceso de desarrollo de nuevos productos o diseños. Es el caso de Coca cola con el diseño de una nueva lata o el de Kellog’s para el desarrollo de unos nuevos cereales. Sin embargo, no hemos de fijarnos sólo en las grandes marcas y multinacionales para llegar a las mismas prácticas. El entorno digital y, en concreto las redes sociales, desempeñan un papel fundamental en la co-creación y generación de valor para el usuario, ya que es precisamente este entorno digital el que permite ese contacto con el consumidor y esa posibilidad de escucha activa que antes se quedaba limitado a las grandes marcas con importantes presupuestos para investigación.
Siguiendo en el proceso de la generación de valor, los consumidores cada vez más eligen interactuar con aquellas marcas que perciben compatibles con su personalidad y congruentes con sus valores. Las relaciones entre las marcas y los clientes se han enriquecido y son mucho más personales. Ahora más que nunca, los consumidores utilizan las marcas para desarrollar su identidad personal. Esto implica que hay un gran poder en las redes sociales para que las marcas y los consumidores interactúen, y generando esta co-creación un gran beneficio para ambas partes. Es aquí donde las compañías tienen una gran oportunidad de generar mayor rentabilidad aprovechando el deseo del consumidor de construir su identidad a través de las marcas.
Al final, todo se concentra en el contenido generado por el consumidor (CGC, Consumer-Generated Content), que incluso avanza un paso más en la cadena de valor ya que se convierte en el primer impacto ante el descubrimiento, evaluación, compra y, en el mejor de los casos, la fidelización.
El CGC, por tanto, se refiere a todo tipo de contenido digital que el usuario crea sobre un producto o servicio que ha experimentado, utilizado, comprado o incluso considerado.
Nuevas formas de comunicación
Las formas de comunicación pueden incluir todo tipo de posibilidades. Desde una crítica racional y comprensiva, en forma de foto, video o reseña, hasta una explosión de emociones. Tanto positivas como negativas. La mayoría de las veces, el tiempo y el esfuerzo para crear y compartir esta información está motivada por la voluntad de las personas para ayudar, informar, proteger, entretener o inspirar confianza a otros consumidores. Ellos son las personas que conocemos, amamos y consideramos especialistas: los defensores y los detractores. Sus voces son las que, en definitiva, ayudan a las marcas y compañías a conectar con sus clientes, independientemente de dónde vayan a comprar, es decir, en el entorno online u offline.
En esta línea, el entender dónde se encuentra el producto o servicio en la mente del consumidor puede ofrecer claves para la optimización del marketing mix. Independientemente del precio o segmento del producto o servicio, todo proceso de compra requiere de un esfuerzo de análisis e investigación por parte del consumidor. Un esfuerzo en tiempo y dinero y, por tanto, un riesgo.
- El CGC ayuda a reducir el riesgo y le aporta la confianza y la seguridad de que su decisión de compra ha sido (o será) la correcta.
- Además, el atender al CGC e incluirlo dentro del plan de marketing, permite incrementar el impacto de la estrategia digital e incluso facilita su demostración, puesto que tiene una repercusión en las ventas físicas o conversiones online.
Por tanto, en base a lo expuesto anteriormente, concluimos que gracias al mayor y mejor acceso a la información que ofrece la digitalización, el consumidor es cada vez más experto y exigente. Esta realidad plantea un reto y a la vez una oportunidad a los equipos de marketing ya que la información que maneja y, sobre todo, genera el consumidor (CGC) está también disponible para las empresas. El aprovechamiento de esta información permite a éstas entender mejor a su cliente, lo que busca y la manera en la que lo busca, y desarrollar una oferta que él perciba como única.
Del mismo modo, es importante que la empresa cuide de manera especial todas y cada una de las fases del proceso y los canales a través de los que se comunica con su cliente, de forma que éste perciba la experiencia de compra en la totalidad del proceso.
Todas estas prácticas dentro de este nuevo paradigma plantean una gran oportunidad a las marcas por su impacto directo en la cuenta de resultados ya que el paso inmediato es la compra en la tienda física o conversión online.
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