En marketing Directo.
La consultora Nielsen apuntó cuatro recetas a seguir para aminorar los efectos de la crisis en los presupuestos destinados al marketing y la publicidad, que disminuyeron en un 2,6% en Estados Unidos durante 2008, y para reactivar la comunicación sobre marcas.

La primera receta a seguir propuesta por la consultora es ser más creativos a la hora de buscar formatos en internet, un medio donde no hay estrategias prediseñadas que funcionen para todos y mucho menos hay directrices que aseguren la fidelidad a una determinada marca, por lo que se puede innovar.

El segundo consejo consiste en concentrar el contenido en audiencias más pequeñas y segmentadas para lo cual se requieren nuevas técnicas de investigación de los portales para no encasillarse en campañas que no llegan a su objetivo y lograr entrar en el marketing conversacional, tan en boga.

Centrarse en portales con un alto gradote satisfacción por parte de los clientes, es el tercer factor a considerar ya que provee un audiencia fiel con un publico objetivo concentrado y que actúa con una periodicidad.

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