The Web in critical times, the best ally?

By Matias Fernández Graziano – CEO Studio Media Web

It is very common that existing uncertainty or the handling of everyday problems does not permit the persons in charge to focus on the possible courses one can take, in order to achieve short term results.

It is here that the internet turns out to be a more than useful tool to express presence in the market, achieve short term results, raise the sales or to bond already existing clients, at an insignificant cost in comparison to the large investments made in other traditional media.

I want to use the Internet to express presence, what choices do I have?

Before thinking about how, it’s important to ask ourselves what we want. To know which are the objectives that one proposes and tries to make them happen. We from Studio Media Web always try not to forget our four pillars for every and any online campaign.

These pillars are:

INSPIRE YOURSELF: Be creative but simple…

EXPRESS PRESENCE: Be individual but blogger…

EXPAND YOURSELF: Be strategic and global

…BUT DON’T FORGET TO BE YOU!

Below we will list two examples of situations in which we were asked to help out.

I want to sell more, but I don’t have much capital to invest, what can I do?

This is the reality of many organizations. These questions are not referent to small and middle-sized companies because they have always lived with this reality. They are already more than accustomed to being creative and innovative in marketing questions, to be able to expand their businesses. The large businesses however are those that put forth these dilemmas because they are used to having to make big investments. An interesting point is, that with the money they spend on events, our professionals could generate for them, half-yearly presences in the internet with strategies for their market segment and monthly contact to old and new clients.

The road is an easy one, firstly you have to analyze the target public, strengthening the bond or contacting them in order to generate new sales for the company. Afterwards we develop a concept, something funny perhaps to generate virality. A well-known brewery did that for ‘El día del amigo’ (the day of the friend). Evidently the concept depends on what we want to communicate and on the final objective of the campaign (raise sales, generate exposition in new markets, branding, launching of products, etc.).

The concepts are always alike; we search for reasons to put ourselves in contact with old or potential clients. We put together a micro site that serves as a backup to the campaign. We generate qualified traffic through sponsored link campaigns, contextual publicity and social networks. With this concept, we get people to participate, give us their personal details, invite friends and download discount coupons. Besides the immediate benefits from the micro site, we would obtain a file of data from people interested in our products and or services so as to establish a monthly contact with them via email. This would go on for more or less three months and the idea is to keep changing the concept while never leaving the minds of the consumers.

I want to expand my company to a different country because that change would be very beneficial for me, but I can’t set up an office in a foreign country.

If you own or work for a company that possesses the opportunity of exporting services in a nonattendant manner, have no doubt about expanding. Nowadays with the Internet, it’s not unthought-of for your organization to be present in the countries you wish to be, having an office only in Argentina. It’s not necessary to actually have an office in other countries. It’s enough to have an online client attention, a telephone line in the country to which you are expanding (this is possible via IP telephony or simply with the packages that Skype offer), to be legally able to export your services.

The process is easy, firstly we have to analyse your website in order to see if it fulfils the requirements necessary to convert itself into a company with global presence. While analysing the market, we’ve noticed that each country has its own method of creating and designing a website. If you would search for a company similar to yours, you would see that the two websites are truly different, further on than fulfilling the pre-established manual of the headings, colours and logos of the main office.

Secondly, you have to minutely choose the country and possess a direct telephone line. There are IP telephone lines that are truly economic.

Thirdly we have to assemble a detailed sponsored link campaign, segmented around the country, in the language and in the main cities of the target customers that we are looking for, in order to start attending clients within 24 hours of having assembled the campaign.

I hope that these cases have helped you, showing you that sometimes with few resources one can generate a lucrative business in any part of the world, which is why I dare to say that the Internet is an excellent ally in times of crisis as in times of prosperity.