{"id":173296,"date":"2023-05-23T09:00:33","date_gmt":"2023-05-23T07:00:33","guid":{"rendered":"https:\/\/ipmark.com\/?p=173296"},"modified":"2023-05-30T13:25:25","modified_gmt":"2023-05-30T11:25:25","slug":"beyond-by-omd-la-importancia-de-cubrir-los-puntos-de-contacto-del-consumidor","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=173296","title":{"rendered":"Beyond by OMD. La importancia de cubrir los puntos de contacto del consumidor"},"content":{"rendered":"<p><strong>\u00bfC\u00f3mo ser una<i> love brand<\/i> en el actual contexto? La conexi\u00f3n emocional de la marca con el consumidor es clave para captar su atenci\u00f3n, siendo importante acompa\u00f1ar y estar presente en los momentos vitales de su vida. \u201cHay que trascender a esos momentos cotidianos\u201d, se\u00f1al\u00f3 Pilar Ordax, directora de marketing Espa\u00f1a y Portugal de Beiersdorf, en un nuevo encuentro de Beyond, conducido por Cristina Barranco, <i>managing director<\/i> de OMD Espa\u00f1a.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Esta cita <strong>Beyond by OMD Espa\u00f1a: <\/strong><\/span><strong><i>Engagementent, loyalty, fans: marcas queridas, negocios que crecen<\/i><\/strong><span style=\"font-weight: 400;\">\u00a0tambi\u00e9n cont\u00f3 con la participaci\u00f3n de <strong>Sara Vega<\/strong>, directora de marketing de Fnac Espa\u00f1a; <strong>Ignacio De la Hoz<\/strong>, director de publicidad, patrocinio e identidad corporativa de Reale Seguros; <strong>Javier P\u00e9rez<\/strong>, director de ecommerce, marketing y clientes de Electro Depot y <strong>Marta Jim\u00e9nez<\/strong>, <\/span><i><span style=\"font-weight: 400;\">content director<\/span><\/i><span style=\"font-weight: 400;\"> de OMD Espa\u00f1a.<\/span><\/p>\n<h3><b>Momentos vitales<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">El grupo Beiersdorf tiene la suerte de contar con la marca Nivea, presente en numerosos hogares espa\u00f1oles, expuso Pilar Ordax, en una entrevista. \u201cSi abres un bote de Nivea Sans te lleva a tus vacaciones y a momentos importantes que conectan emocionalmente contigo y tus vivencias\u201d, comparti\u00f3 Pilar Ordax. Y a\u00f1adi\u00f3 que estos \u201c<strong>momentos vitales hacen que la compa\u00f1\u00eda pase de ser una marca l\u00edder a una<\/strong><\/span><strong><i> love brand<\/i><\/strong><span style=\"font-weight: 400;\">\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esta vivencia personal y conexi\u00f3n emocional con la marca \u201ces muy dif\u00edcil conseguirla\u201d, por lo que \u201ctenemos que estar muy atentos para poder buscar esos momentos tan importantes y tan vitales que hace que una marca se convierta en una<\/span><i><span style=\"font-weight: 400;\"> love brand<\/span><\/i><span style=\"font-weight: 400;\">\u201d.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Beyond by OMD. \u2018Engagementent, loyalty, fans: marcas queridas, negocios que crecen\u2019. Pilar Ordax\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/cm5P44SRHPI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<h3><b>Estrategia coherente de principio a fin<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Para captar la atenci\u00f3n del cliente en el actual entorno con tanta diversidad de canales es \u201cfundamental tener <strong>una estrategia de medios que sea coherente en cada uno de los puntos de contacto<\/strong>\u201d, indic\u00f3 Cristina Barranco. Esa coherencia debe estar presente en los mensajes, en el producto y en toda la propuesta de valor de la compa\u00f1\u00eda, complet\u00f3 Barranco.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La labor de la agencia es ayudar a los clientes, a las marcas para las que trabajan, \u201cpara tener estrategias que de verdad vayan de principio a fin a trav\u00e9s de todos los puntos de contacto que son relevantes para nuestro consumidor objetivo\u201d, se\u00f1al\u00f3 Cristina Barranco, durante una entrevista. \u201cLa marca tiene que estar presente de una manera coherente, adem\u00e1s de contar con un proceso muy llave en mano, muy completo, de principio a fin\u201d, resumi\u00f3 la <\/span><i><span style=\"font-weight: 400;\">managing director<\/span><\/i><span style=\"font-weight: 400;\"> de OMD Espa\u00f1a.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Beyond by OMD. Engagementent, loyalty, fans: marcas queridas, negocios que crecen. Cristina Barranco\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/2GjNOK6EgJA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<h3><span style=\"font-weight: 400;\">Accede a todos los contenidos Beyond by OMD, en <\/span><a href=\"https:\/\/ipmark.com\/categorias\/beyond-by-omd\/\"><span style=\"font-weight: 400;\">este enlace<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>El primer encuentro de Beyond by OMD de 2023, celebrado el pasado 20 de abril en las oficinas de la agencia en Espa\u00f1a, gir\u00f3 en torno a la creaci\u00f3n de lealtad en un contexto y entorno cada vez m\u00e1s competitivo, y de c\u00f3mo lograr ser una \u2018love brand\u2019, de generar engagement, aglutinar fans e impulsar comunidades. <\/p>\n","protected":false},"author":30,"featured_media":173297,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6456],"tags":[598,2227],"class_list":["post-173296","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond-by-omd","tag-experiencia-de-cliente","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beyond by OMD. 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