[et_pb_section admin_label=”section”][et_pb_row admin_label=”row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”An effective combination between Communications and Marketing” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
[\/et_pb_text][et_pb_image admin_label=”Boton Estudio Web” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/02\/Boton_web_ENG1.png” disabled=”off” disabled_on=”on|on|off” url=”http:\/\/digitalexperience.llorenteycuenca.com\/en\/”] [\/et_pb_image][et_pb_image admin_label=”Bot\u00f3n estudio m\u00f3vil” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/02\/Boton_mov_ENG.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” disabled=”off” disabled_on=”off|off|on” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” url=”http:\/\/digitalexperience.llorenteycuenca.com\/en\/”] [\/et_pb_image][et_pb_text admin_label=”Texto 1 ” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Almost 20 years ago, communications and marketing visionaries published the Cluetrain Manifesto<\/em>. It was 1999, Google had just been founded, Amazon was in its early years and Facebook wasn\u2019t even an idea, but the authors of those 95 theses had already glimpsed the foundation of the digital transformation<\/strong> that continues affecting companies today. It focused on the powerful idea of understanding markets as \u201cconversations<\/strong>\u201d to be conducted \u201cwith a human voice<\/strong>.\u201d They believed tomorrow\u2019s communications would undermine traditional hierarchies in an uncontrollable way, connecting person to person directly.<\/p>\n [\/et_pb_text][et_pb_video admin_label=”Video” src=”https:\/\/www.youtube.com\/watch?v=2pxdifFrqDU&feature=youtu.be”] [\/et_pb_video][et_pb_text admin_label=”Texto 1 ” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n This individual empowerment<\/strong>, granted by technologies with unprecedented influence\u2014such as social media and mobile devices\u2014continues to drive the three trends transforming the economies, cultures and politics of globalized societies: 1) Personalization of public relations; 2) Growing lack of privacy and rise of hyper-transparency; and 3) Saturation of social information channels, also known as \u201cinfoxication<\/strong>.\u201d<\/p>\n [\/et_pb_text][et_pb_text admin_label=”texto 2″ background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n It is in this context of transformation that we seek multidisciplinary reflection from the fields of Communications and Marketing, aimed at providing us with an integrated management framework for the digital and omnichannel experience companies have with their stakeholders.<\/p>\n [\/et_pb_text][et_pb_image admin_label=”Graph web” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/02\/grafico_web_ENG.png” disabled=”off” disabled_on=”on|on|off”] [\/et_pb_image][et_pb_image admin_label=”graph m\u00f3vil” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” disabled=”off” disabled_on=”off|off|on” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/02\/grafico_movil_ENG.png”] [\/et_pb_image][et_pb_text admin_label=”texto 3 ” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n The essential components of a digital proposal are shown in this graphic, and the fundamentals of each explained in the downloadable document at the end of this article.<\/p>\n They share the “Onda del Cliente<\/a><\/em> (Customer Wave)” work framework shared by the Association for the Development of the Customer Experience (DEC), the Arthur W. Page Society\u2019s \u201cBuilding Belief<\/a>\u201d Communications Model, procedures characteristic of Inbound Marketing<\/a> and, of course, LLORENTE & CUENCA\u2019s own methodological discourse.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text 4″ background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n The graphic shows a confluence between the Communications and Marketing disciplines, derived from the three driving forces behind digital transformation\u2014personalization, hyper-transparency and infoxication:<\/p>\n –<\/strong> As communicatory power moves toward the individual, a common objective is to \u201cconvert\u201d users into brand advocates through attraction procedures (inbound) that allow companies to obtain their recommendations among groups and communities of interest.<\/p>\n –<\/strong> To achieve this goal, continuous analytics to examine large data and reliable and ongoing interactions with audiences are required, starting with posting content to digital or digitized contact points\u2014including social media.<\/p>\n –<\/strong> And all this is based on the understanding that the expectations and beliefs shared by people (reputation), with an emphasis on the emotional over rational, determine whether their experiences with the brand are relevant to them, eventually deciding their loyalty and willingness to provide a recommendation.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text 5″ background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n From these conclusions, we propose an integrated framework to manage interactions with a company’s primary interest groups<\/strong> (employees, customers, shareholders, suppliers and citizens), helping achieve a greater impact on a company’s capital (human, financial, intellectual, social and relational) and turning these stakeholders into defenders, promoters and “advocates<\/strong>” of brand reputation, be it corporate, commercial or personal.<\/p>\n [\/et_pb_text][et_pb_image admin_label=”ebook web” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” disabled=”off” disabled_on=”on|on|” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/02\/Boton_web_ENG1.png” url=”http:\/\/digitalexperience.llorenteycuenca.com\/en\/”] [\/et_pb_image][et_pb_image admin_label=”ebook movil” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” disabled=”off” disabled_on=”||on” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/02\/Boton_mov_ENG.png” url=”http:\/\/digitalexperience.llorenteycuenca.com\/en\/”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Section” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_divider admin_label=”Divider” color=”#000000″ show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”off”] [\/et_pb_divider][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" [et_pb_section admin_label=”section”][et_pb_row admin_label=”row” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”An effective combination between Communications and Marketing” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] An effective combination between Communications and Marketing [\/et_pb_text][et_pb_image admin_label=”Boton Estudio Web” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/02\/Boton_web_ENG1.png” disabled=”off” disabled_on=”on|on|off” url=”http:\/\/digitalexperience.llorenteycuenca.com\/en\/”] [\/et_pb_image][et_pb_image […]<\/p>\n","protected":false},"author":4,"featured_media":56860,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[86],"class_list":["post-56859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"\nInbound & Advocacy’s key factors<\/h4>\n