Compromiso vs Estrategia digital


Mientras leía Diferenciarse o Morir de Jack Trout, encontré esto: “La satisfacción del consumidor no es lo mismo que el compromiso del consumidor con la marca”. Pensé en cada una de las experiencias que he tenido con las marcas que consumo, en las experiencias que han tenido mis allegados y empezó a rondarme una idea en la cabeza ¿hasta dónde como marcas creemos que pueden estar comprometidos nuestros usuarios?

Indagué, navegué y le pregunté a mis experiencias como consumidora cuál era mi nivel de compromiso con las marcas que uso. La verdad, me sorprendí.

Tener una mirada alerta a los intentos de captura de usuarios, a la publicidad “desprevenida” y las estrategias digitales de mis marcas favoritas jamás había sido tan enriquecedor. Encontré que si bien amo locamente marcas que, para mí, lo hacen de locos en digital, no soy usuaria común de ellas, mientras que de otras que muy poco o nada se mueven en la web 2.0 soy amantes fiel de sus productos o servicios.

Ejemplo claro, con Adidas he tenido los mil problemas como consumidora pero soy fiel seguidora de su estrategia en digital. Han generado en mí todo tipo de experiencias, desde las fatales que me hacen decir: ¡Quiero mandarlos a la mier..! y otras mejores en las que los amo locamente. Entonces ¿cuál es mi nivel de compromiso con la marca?

Analicé y comprendí que me une un sentimiento más fuerte que las experiencias que he tenido, que paso por momentos de odio y amor con ellos pero que al final, el consumismo y sus diseños me atrapan como para usarlos. Entonces, mi compromiso con ellos va más allá de mis peleas, de los malos ratos y las rabietas que me generan, eso sí, sigo criticando enormemente su servicio al cliente que termina siendo pobre para la marca que es.

¿Qué es compromiso? 

Según la Real Academia Española, compromiso es, entre otras cosas, la obligación contraída. Pero llevado a un contexto de comunicación, el compromiso (o engagement como lo llaman los expertos en marketing) es la fórmula de construcción de relaciones sólidas, de lazos a través de nuevos medios, es la traslación del amor, del afecto, del cariño. En otros términos, es lograr una fidelización a través de las experiencias on y off line.

Si nos ceñimos a esto, podríamos determinar que las marcas trabajamos casi que exclusivamente por lograr que nuestros clientes se comprometan, que sean los portavoces de la comunicación que intentamos permear en su día a día, que sean más que consumidores, que sean los embajadores de marca que no podríamos pagar con chorromil millones de dólares, que estén comprometidos.

¡He ahí el problema!

¿Cómo logramos comprometer a nuestros usuarios?

Pues bien, yo encontré tres denominadores comunes de las marcas que me enamoran en digital. Aquí van:

  1. Coherencia
  2. Cohesión
  3. Piensan en su usuario

Nada fácil para principiantes, nada fácil para expertos. En resumen ¡Nada fácil! Esto sólo se logra con una planeación estratégica y concienzuda, con un trabajo en equipo que piense, viva y respire usuarios.

Y tú ¿cómo consideras que se logra el compromiso de tus usuarios? ¡Cuéntame!

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