The event, conceived as a point of sharing knowledge to understand the new marketing and business communication codes, was enriched by the sharing of some of Kukuxumusu, Privalia and Sony Ericsson's business experiences.
In a context of interactivity and permanent connection to the network, in which the individual is an active consumer who has the opportunity to establish direct contact with a brand, it is no longer enough to have a great product to sell. In this case, marketing and communication professionals play a vital role in the relationship between organisations and their target public.
This was demonstrated this morning at the ICM2011 Beyond Internet day, held in ESADECREAPOLIS by iSOCO, where the 160 attendees were able to learn the latest trends in this area. iSOCO's managing director, Javier Arostegui, indicated that the event aims to be a first point of exchange of experience and knowledge to improve business competitiveness in the Network Economy
Mobility, social environment, positioning, and creating innovative user experiences, were the most repeated concepts in the various presentations, in order to expose the pillars of the new business communication.
"Brands are very accustomed to communicating in one direction, but they will now have to multiply their efforts in order to capture the attention of consumers, locating and interacting with them in the digital environment in which they move," said Marc Cortes, the Digital Marketing professor at ESADE and a partner at Rock & Salvatella. According to Cortes,"mobility is not the future, rather the present. In June 2011 the daily connection to the Internet through mobile applications was 81 minutes in the U.S. compared with 74 minutes of access from a conventional web-and new times require new requirements, based primarily on management experience".
In his presentation "New Internet trends," Cortes said that the network "is not about technology but about people" and that "they base their purchasing decisions on requirements, prioritizing the views of other users over the own brand's information". Cortes recommended that "it is the brands that have to define what their presence in social networks will be", taking into account that segmentation of audiences "is the key to success" and it is necessary to pass "from the fan- a number- to the contact -a consumer with whom they have regular contact-".
Sandra Lopez, Sony Ericcson's Marketing director in Spain and Portugal shared some of the mobile telephone company's communication experiences. Under the heading,'Smart Social Entertainment', Lopez highlighted the so-called Smartphone revolution, 40% of Spaniards have Internet access on their mobile, and how they had to adapt their entire marketing strategy to this environment.
"The social revolution revolves around mobility and making use of the context that lets us know our customer's location. We now have to follow our consumers from the time they get up, having different behaviour patterns during the day," said Lopez, who says that the company has detected a new pattern of user behaviour in relation to mobility. "It's known as Microentertainment, short time capsules in which, thanks to the Smartphones, we can access new forms of entertainment (whilst waiting for the bus, for example) and which have opened up endless possibilities for the brands".
Privalia's Global Communications Director, Alfons Clavell, stated in his presentation 'Online businesses. Selling on the Internet and the new Market trends', that the meteoric evolution of the private sales club, after its expansion to Italy, Brazil and Mexico, has completely transformed its online business model with the acquisition of the permanent outlet Dress for Less, which completes Privalia's initial flash sales model, and with the launch of the new multi-brand fashion website Claire+Bruce in 2012.
Following the company's spectacular growth, thanks to the collapse of private consumption, where clothing brands accumulated a large amount of stock, Privalia's current challenge,"now that brands have their own sales channels, is to become a greater distribution channel. "
Pedro Balboa, Kukuxumusu's Communications director. explained in 'How did we get Mr. Testis to sell?' the case study of their virtual assistant, developed with iSOCO's semantic technology. The online clothing and accessories firm's online assistant is able to interpret the website user's complex requests and maintain a dialogue with them similar to human language, enabling the brand to offer consumers a richer user experience. "It's our way of passing on philosophy, but also a consumer tutorial, regarding their demands and interests," stated Balboa. So far this year, the online shop has received 12339 visits.
Josef Ajram and the key speaker of the presentation
The broker and sportsman Josef Ajram, related his personal experience in "How to build a brand on the Internet', In which he explained how his personal blog went from 20 hits a day in 2006 to 1.2 million visits today. Social networks are behind Ajram's success. "I noticed that people wanted to know where I was, how my training had gone, the last trial, etc. So I began to share my preparation for ultraman with the users and discovered that people looked to me for objectivity and quality. They knew that I wasn't going to recommend a brand of watch if I didn't think it was the best".
According to Ajram, part of his ability to attract so many supporters, from his dual role as an expert in economics and sports, through social networks and to the point of becoming one of the best examples of personal brands at this time, is due to mobile phones but, especially, to Smartphone applications. "These should make life easier for our consumers and preferably be free", he said.
iSOCO (isoco.com) is the first Spanish ICT company with a clear international reference as a technology provider to assist the development and positioning of companies in the Network Economy. It has its own R&D centre, iLAB, and it stands as an international leader in semantic technology and artificial intelligence. Its main differential value lies in offering a combination of services based on proprietary technology.
It was founded in 1999 as a spin-off of the CSIC (Consejo Superior de Investigaciones Científicas - National Research Council) and has a clear global vision and local presence in major markets. The company is the only Spanish company that appears in WCM Marketshare 2010 and is the driving force of the Spanish Association of LinkedData (AELID).
iSOCO is a leader in its sector in implementing innovative solutions to digitize the procurement process and enjoys international recognition for having one of the most complete semantic engines in the world: Semanti-K®. It has high level customers, such as Almirall, AstraZeneca, Bankinter, BT, Colt, Grupo Leche Pascual, La Caixa, Repsol YPF and Zurich, among others