Preliminary study

The implementation of online marketing project involves understanding how you should build a new way of approaching the relationship between companies and their customers.A focus on people;a focus on the message above image;a focus on the experience beyond the product; a focus on how companies, talking with customers, are able to offer an adequate response to their needs. On the one hand, some thesis argue that markets are conversations and that companies should be one more, listening, talking, showing interest, and the other, customers, and participating grouped, adding value through the generation of content. Draw a new scenario, a new way of communicating, of relating to experience and share.

It should be noted first as a move from "me" to "we." How to place a company, product, brand, in the center, in the area and build a model, analysis, planning on this basis.

In the current scenario there is a total saturation of advertising. It is necessary to evolve a new way of communicating a message to a new way to position a product, brand or claim on the top of mind for customers based on the conversation. It should identify who are  the customers , where they are and what their habits. This is essential to become one more of them and earn their respect.

A foundation of current online marketing is the "collective intelligence". The sum of knowledge and activities in the web environment generates a final result than the sum of the intelligence or individual contributions. It's a new era in which the initiatives, development of new products and services, the definition of messages, creating events ... can not be the result of reflection in an office, but clients, the masses, the groups must part.

How to sell? In most cases the approaches focus on an approach based on the features and functional benefits of products. However, do not forget that all this is done for someone. The product is not  simply the way in which clients are associated with the brand. Making a commitment, to live with the consumption experience is the goal to get past customers to fans, "fans" of a brand, product or service.

Until recently to promote a product was made using all means available to bombard potential customers to send messages to their attention. Advertising was used "to weight." But now the concept changed to "stop persecuting to start attracting" to search for concepts and values ​​related to the brand and the product and make efforts to think, design and establish how to reach the consumer, the experience of consumption of the message.

The vision of the client as a person sitting in front of a PC or Mac "consuming" the Internet has changed. This is the generation of "always connected" by using computers, Notebook, BlackBerry, iPhone, Android, interactive TV, Wii ... and all those devices that lets you navigate, communicate, inform ... at any time. And this change is important because the famous 24x7 now beginning to be true, at work, college, car, public transport, in an airport, train station, on the beach ... This makes us think formats, standards and solutions for all devices.

76% of consumers believe that brands do not tell the truth in their advertisements. And when asked about who rely in making a decision in forming an opinion, the majority response is "a person like myself." Although the construction of scripts, from sales brochures, ... is required to have a company that makes today the recommendation of the process acts as a throttle positioning of the buying process.

Technology, social software allows users, individuals who have long been interacting in small groups or as individual consumers have acted now to share, to talk, to generate a shared view. This opens up the concept of community, communication and cooperation.

Corporate Reputation has to be remembered the time when companies lived isolated, the other side of the coin of the connectivity of all customers is the ability to know what they say, to know what they think, where do and who do (listen, take notes, analyze, learn and respond).

Until now there were a number of standards, a series of indicators that all assumed to be valid in spreading a message. The GRP's, readers of newspapers, radio listeners ... marked the day by day in the recruitment advertising space, in determining how many consumers got a message, or the times he had to repeat that, supposedly, a client will remember it. Now there are tools, indicators to measure in real time what happens to what is done in the network: the web analytics. Casting a message, you can monitor in real time response, understanding how customers receive, modify, adapt, alter or enhance it.