digital transformation It is a process that companies from different sectors go through. This process involves not only the idea of being on social networks or using artificial intelligence, which is on the rise today, but also a radical transformation The general operation of a company.
On this and related matters, Information I talked to Alberto Saez VilaDigital Communications Manager at Repsol and Professor of Digital Business Administration at ESICTrainings to be given in Aitex’s new facilities alcoy.
Then we move on to questions on the following topics: artificial intelligenceabout a brand’s image and digital presence and the five key issues in every company to achieve great digital marketing.
Artificial intelligence in the current context
One of the most prominent technologies of recent years is undoubtedly artificial intelligence. We are talking about a tool on the rise that is increasingly being used in various sectors. However, since it is a new technology for the majority of society, it has certain characteristics. prejudices and false beliefs.
In this sense, Sáez Vila argues: “This is a great challenge introduce this technology to classrooms and companies” because “there is still a lot left to teach about the usefulness of this tool.” The professional inside digital communication He argues that there is a misconception that its current use will take people’s jobs. But, he says, “the challenge is teaching how to use these and other technologies while taking into account their merit and value.” possibilities What is your offer”.
A company’s image in the digital age
Another of the interesting topics discussed in the dialogue between Knowledge and Information professor of fame ESIC was the importance of a company’s image. This An indispensable element of every brand It is the result of a difficult process, but it can deteriorate in a very short time.
In this context, digital communication It represents a fundamental point. In the words of Sáez Vila, “most of the time we are not aware of the situation. finger print That’s what we have as a brand, and someone will always talk about us even if we don’t want to.”
“Most of the time, we are not aware of the digital footprint we leave.”
Delves into exactly this topic Master of Digital Business Administration from ESICIt is a focused program. business strategy. “Your digital positioning should be 100% consistent with your brand itself, but most importantly your brand’s values and mission”, the professional deepens. He also emphasizes the importance of “being consistent between what we convey digitally and what we are as a brand in the physical world.”
5+1 keys that make your brand stand out from others
Sáez Vila, also Professor of Digital Business Administration at ESIC He was a European Internet Marketing and Digital Advertising MSc student at the same institution, offering a series of masterclasses and marketing presentationsbusiness strategy and digital communication.
Among these, the one he shared stands out. 5 keys to making a brand stand out from the rest. And these keys are what we will explain below.
technologyAlthough many people believe this, it is not an end in itself. In any case, it is a means to an end, aim. And in almost all companies, the ultimate goal is to connect with people.
“It is not right to add technology to a company just for the sake of it; First you need to define a value proposition We focus on the product or service we are going to launch and then create the digital environment that will help its development,” explains Sáez Vila.
As we said before, the purpose of every company is connect with people. That’s why traditional advertising is no longer as valid as it was 20 years ago. This happens because it is an intrusive and not personalized ad at all, which will result in immediate rejection.
In this sense, the ESIC professor emphasizes: “The power of stories and emotions“because “good content generates more sales than ads” take me, take me, take me”. Therefore, it is important to have a good structure. content strategy To use the power of stories correctly using appropriate technologies.
“A good content strategy is essential”
This particular point is extremely relevant to digital marketing and, above all, to Conversion rate optimization, which is an important indicator in every company. We talked about how you can optimize conversion ratei.e. how can we get more sales or take the action we want the user to take.
HE Digital environment It allows us to measure absolutely everything going on on our website, and it’s relatively easy and affordable to run tests to gauge what works best. HE Repsol Digital Communications Manager It confirms that great leaders in the business sector have highly optimized this process and know what and when to take a specific action to achieve the expected result.
The fourth point that Sáez Vila emphasizes is the power of power. social environments. Here, social networks represent “a very important communication channel for connecting with people.” However, you can: take risks understanding social networks as a space where we only talk about the brand and forget who is reading us.
“Networks are not an area where we, my brand, my product can be talked about; On the contrary, we should talk about what I can give you. How can I help you and what can I solve for you,” he explains. Definitely, This is not a conversation IBut You.
“Networks are a space where we talk about how and how I can help you.”
Regarding this key, he says, “you cannot treat the person in this level of way.” digital and the other physically”. The ideal is “a multi-channel conversation model With the brand that the person is spoken to in the same way across all communication channels.”
Definitely, every person is unique and the desire to be treated uniquely is understandable. The key is to create appropriate experiences, taking omnichannel into account to connect in a much more direct and effective way.
Brand ambassadors
Although the 5 keys mentioned above are the central keys, Sáez Vila offers a very important sixth point: employees as brand ambassadors They have incredible power. And if you can make every employee feel proud to work for your company and share that, you will be one step ahead of the rest.”
Three ESIC master’s degrees to strengthen a brand
ESIC School of Business and Marketing It is an institution that trains people to be successful in the world. competitive job marketAnticipating emerging needs by collaborating closely with the business world. Below we present three ESIC experts.
HE Master of Digital Business It is a complete program covering all areas. digital business. Its aim is to train leaders who can lead digital transformation in organizations, successfully manage digital teams and projects, and comprehensively manage digital entrepreneurship initiatives.
HE Master in Sustainable Fashion Business Management, special alcoy Due to the concentration of companies in the sector in the region, the focus is on training leaders in the field of business management in the fashion and clothing industry. The program provides a complete and updated view of these companies, including complements, to prepare students to specialize in this ever-evolving field.
This training will be carried out and
HE Master in Marketing and Commercial Management It educates students to lead the fields of marketing, business development and business management. The program is in an environment where technology and data influence the decisions of consumers and industrial customers. Adapting marketing and commercial strategies to this new ecosystem. Students will gain the competencies necessary to meet these challenges and have an effective impact in leadership roles.