Summary
This article presents a conceptual model based on the imaginative discipline aimed at increasing the efficiency of messages in marketing using one of the ways used to create strategies.
Abstract
is present a conceptual model for the imaginative discipline to improve the efficiency of the messages using in marketing, adopting one of the forms in the strategy creation.
Development
The current situation and trends seen in the specialized media in the marketing and development of social networks indicate that content and its uses in its various forms integrate one of the main elements in the elaboration of marketing strategies in networks social.
In this sense, we will proceed to outline the principles that would make up an analysis strategy of the ways to achieve a segmentation of the contents that are used in marketing to make our products and services more visible using the Internet and social networks.
Among the main elements that are pointed out to conceive or elaborate a strategy, we highlight those that we could point out as the classics and that have been lied to over time. Among these stand out the one expressed by Minzbergt when he said "that the creation of the strategy was a skill", or Peter Drucker who pointed out that everyone should "develop a theory of their business", where they saw the market, technology and its dynamics and Karl Weick who, leading the way, pointed out that the increase in the success of mental experiments was in the disciplined imagination and perhaps created the prelude to the discoveries of brain research through what is now known as neuromarketing, a science that Based on neuroscience, it analyzes in much greater detail the irrational motives of our brain,including the emotions and therefore the perceptions of the consumers.
This discipline, the disciplined imagination, also requires rules to evaluate the alternatives and select those that we consider the most efficient, including the emotions, although these are classified as irrational. This discipline, with structured rules, can allow the development of our mind and environment, obtain skills and rationality from our experiments.
In this short article we will use this principle to create a strategy that allows us to segment the characteristics or attributes of an object into the different manifestations that can be used on the Internet and social networks.
Attributes or characteristics of an object. The attributes of an object could be represented as the formats in which they are visible to our perception or in the way in which we are able to identify them, as seen in the latest neuromarketing research. A good reference to those indicated can be seen in this video. (Seduce the consumer neuromarketing (360p) 185 MB (194,990,394 bytes).
Neuromarketing consists of the application of techniques belonging to neuroscience to the field of marketing, studying the effects that advertising and other communication actions it has on the human brain with the intention of being able to predict consumer behavior…. and neuroscience is an integration of all the sciences that, from different points of view, study the human nervous system. A reference to neuroscience and its manifestations can be found in the following article:
A possible way to communicate these attributes could be through identifiers, keywords, concepts formulated in sentences, paragraphs, that identify a brand, product or service and that are represented in the formats that we use on the internet and that can be related to each other, as a family. See figure 1.
In order that these indicators within the disciplined imagination do not lead to chaos, they must respond to a set of defined rules. These rules could be conceived as a natural language, where the equivalence between names or concepts, using synonymy or an equitable conceptual relationship, could expand the attributes or qualities of the object.
Figure 1.
Social media strategy
This principle would allow obtaining an acceptable degree of rationality, where the limits of the indicators are included within the rules of natural language, contained in the base definition of the object in question.
Taking all these concepts as an organized relationship, we could define imaginative discipline, in our case, as the organized coordination of a thought that includes emotions and that can create a message formulated in the attributes of the object. This definition leads us to conceive the imaginative discipline as a referential model of a certain object. This referential model is based on the natural language that we have elaborated for the formulation of the object.
Under these premises, a formulation of the organizational discipline model could be conceived according to the following figure. See figure 2.
Figure 2.
Social media strategy
When using this referential model, we must define the limitations and scope of each of the identifiers with the formats that we want to refer to on the Internet. If we define a general text that includes the determining elements of the object in question, this general text can be divided into a set of attributes applicable to each of the formats in question, including synonyms, or equivalent words that approximate the objective of our general text: An example could be the text-video relationship.
TEXT = → The set of Xi that define the image that we want to transmit to the Zi video. Logical to suppose that the general text could be repetitive or synthesized in one or more formats, such as the relation WEB PAGE → BLOG. This can be seen in figure 3.
The use of imaginative discipline in the conception and creation of strategies for social networks and the Internet could help to increase the efficiency of the reception of our messages by consumers and increase their presence in their preference.
Figure 3.
Social media strategy
Bibliography
- SL Brown and KM Eisenhardt, Competing on the Edge: Strategy as Structural Chaos, Boston, Harvard Business School Press, 1998P.F: Drucker, “The theory of Business”, Harvard Business Review, vol65, num.4. 1987,72.KE Weick, "Theory Construction as Disciplined Imagination", Academy of Management Review, vol. 14, No. 4, 1989, 516-531J.A. Byrne, "Strategic Planning is Back", Business Week, 1996, 46-52 Chomsky, YN, 1959 Acertain formal proprierties of grammars, Information and Control, 2,137,167 Semantic Information theory, MIT Press Cambridge 1968.
