The internet and technological development are shaping a new futuristic world, unimaginable just a few years ago.
Mobile technology is becoming increasingly prevalent. According to the latest report from the consulting firm Nielsen, the internet is reaching people who have never had a computer or a fixed connection through their mobile phones.
• Television is merging with the Internet, and Google is developing Google TV together with Intel, Sony, Logitech, Best Buy, DISH Network and Adobe, a television that will allow you to connect through the Internet and watch any content on demand whenever you want, as well as all the information available on the web.
• Sony has developed a transparent plastic film that can be wound around a pen and transmit video. http://www.youtube.com/watch?v=9OvTLg4i2_U
• Immersive Media has developed a 360º video technology which makes it possible to see a moving 360º image on the screen. http://www.immersivemedia.com/haiti/index.php
• The trend in mobile devices is to increasingly use touchscreens.
All these technologies combined result in a tremendously dynamic world in which social networks will play a huge role and in which exporting companies can no longer afford not to be present.
We're not saying that being on social media is optional. Rather, it's essential to have a presence and be active on these platforms for the company's survival in the medium and long term.
The volume of information generated on the Internet in a month is far greater than what a person could perceive throughout their entire life in the 18th century, and new tools have been developed to better filter and channel all that information.
We are now entering Web 3.0, where the active participation of our customers and our interaction with them is no longer enough. Web 3.0 represents the transformation of the internet into a vast, intelligent database that constantly learns thanks to artificial intelligence, has meaning, and is capable of quickly relating all content, while also providing the tools for the 3D Web. The most common application these days is the geolocation of users so that all content generated on the internet is filtered based on the user's physical location. This way, when searching for a restaurant or any business, users not only access the directory of businesses closest to their location, but they can also receive comments about those businesses made by their social media contacts, adding a valuable element when deciding between several options.
The emergence of the iPhone, as well as other GPS-enabled devices, along with applications like Foursquare (www.foursquare.com), has made it easy to post on social networks where we are currently located, what we think about a particular business, or if we have bought a particular product and where, along with its technical characteristics and price.
All these advances are happening almost simultaneously all over the world, and we must be aware that globalization is allowing all these technologies to reach every corner of the planet. Facebook celebrated its 5th anniversary in 2009 with 150 million users. By its 6th anniversary in 2010, it had 400 million users. And by its 7th anniversary, it had surpassed 600 million users worldwide, overtaking local social networks in some countries.
At the speed at which changes are occurring, the knowledge acquired during their first year by university students in technology-related fields will have become obsolete before they have finished their degree.
Therefore, having seen the national and global landscape of social networks, it is time to integrate them into our company's marketing strategy and create a suitable strategy to achieve the objectives we have set for ourselves.
In order to create an export strategy on social media, the company must realize that it needs to incorporate into its staff a community manager capable of staying up-to-date with the latest technologies and knowing how to translate all the company's activity into social media, so that we build customer loyalty and improve our positioning in their minds compared to the competition.
Now, more than ever, what matters is being top of mind for our customers and remaining a reliable option to meet their needs in products and/or services.
Now, more than ever, your opinion matters not only to us, but also to thousands of users who follow you.
Francisco J. Trigueros, CEO EXO Consulting Group
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