Electronic channels not only serve for the sale of goods or services, but also for brands to know the needs of their customers, offer after-sales service and generate loyalty.
In Ecuador there are more and more companies that are concerned about their digital strategy and the results are reflected in the Digital Reputation Ranking developed for the first time by the Ecuadorian consultancy SL Latam.
The analysis measures the public’s perception of companies and part of the ranking of the 100 companies with the best reputation in the country prepared annually by Advance. The analysis period was from June 2017 to April 2018.
Bárbara Palacios, communications manager of SL Latam, indicated that the evaluation was based on three criteria: notoriety (digital presence according to the number of users, mentions, impact of notes digital, digital communities, etc.), notability (feelings, positive attributes, speakers talking about the brand) and customer service (level of response and public acknowledgments).
The measurement is indispensable
Nestlé tops the list. Sebastián Mantilla, VP of Communications and Corporate Affairs of the firm in Ecuador, explained that his digital marketing strategy aims to know and meet the needs of their consumers. They execute it in three stages: research and planning, definition of the formats to communicate the message, and measurement.
On this last point, Mantilla stressed that “there is no successful campaign if you do not have clear indicators to measure. During the execution, the evolution of the indicators must be monitored to determine whether the indicators are meeting the objectives or whether adjustments should be made.”
Each of the brands that belong to this multinational manages its own website and channels such as Facebook, YouTube, Instagram or Google with messages according to their audience. As an example of success, Mantilla cited the strategy implemented for Nescafé Dolce Gusto.
Through the website of this product, consumers can buy capsules and machines online to receive them in their home. The Polytechnic School of the Littoral (Espol) occupies the position 6. Adriana Echeverría, manager of Communication and Public Affairs, said that the important thing “is to generate content in a planned manner and that is of interest to our followers”. The content reflects the news generated within the polytechnic community and is disseminated at times where it has greater visualization.
Espol uses all digital channels. Also on its website has a chatbot that responds 24/7 the frequent questions of Internet users. In the 14th place is Holcim, producer of cement, concrete and aggregates.
Its CEO in the country, Jorge Baigorri, said that the company conducts ongoing research to meet the needs of its consumers who are engineers, architects, masons, as well as professionals in sustainable development, etc. Now they manage four segments, between corporate and commercial, in different platforms.
One of them is the account @HolcimFuerteEcuador (cement in sack of massive consumption) is the one of greater repercussion, according to Baigorri. Through this account, the brand has captured the interest of new generations and projects initiatives such as “Macho that is respected”, launched by Women’s Day and the transmission of “The other side of the Russia 2018 World Cup”.
Direct customer service
“The reputation of online brands is increasingly important as consumers interact with them and can solve their problems online,” said Esteban del Castillo, Movistar’s Branding manager. occupies the position 19 of the ranking. The website and the mobile application are the main communication channels of the telephone.
Through them their users make inquiries and purchases online. Another company that has a permanent customer service policy on social networks is Unilever, in 20th place.
David Balladares, corporate manager, explained that these channels allow them to spread messages quickly and directly to their audience. The company also bets on audiovisual formats. For example, he produced a regional mini-series on YouTube called “Lavandería Blanquita” that gives tips for the care and cleaning of clothes.
The study of SL Latam showed that brands are aware of the importance of their presence in digital. “Those who do not embark on the change, will be left behind,” said Palacios. (I)