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Qué es el marketing estratégico o la importancia de tener un plan en un negocio - Gestion.Org Saltar al contenido Al marketing estratégico se lo podría comparar con el cerebro del marketing . Con eso queremos decir que es el encargado de planificar y de tomar decisiones en relación al estudio de las circunstancias del mercado. Pero todavía queda la mejor pregunta, ¿con qué finalidad? Con la de detectar posibles oportunidades negocio. ¿Quieres saber que más funciones desempeña el marketing estratégico o en que ámbitos actúa? Pues prepárate porque hoy nos vamos hasta una de las partes más analíticas de la mercadotecnia.
¿Qué es el marketing estratégico? Uno de los rasgos más característicos que tiene el marketing es la abundante terminología que existe. Y eso, por no hablar de todas las ramificaciones que existen sobre cuestiones más específicas: marketing digita l, inbound marketing , marketing directo , neuromarketing … En el artículo de hoy te hablamos de uno de esos tipos de marketing que por su nombre se «intuye» de qué trata, pero que no se sabe con exactitud qué aspectos abordan: el marketing estratégico. Empecemos con una definición de Jean Jacques Lambin (autor del libro Marketing estratégico):
“Seguir la evolución del mercado de referencia e identificar los diferentes productos-mercados y segmentos actuales o potenciales, sobre la base de un análisis de la diversidad de las necesidades a encontrar”.
Suena complejo, ¿verdad? Pues la verdad es que no lo es tanto. El marketing estratégico lo podemos comparar con el cerebro de la empresa. La parte que analiza las posibilidades de la empresa y su entorno para decidir cuál es el mejor camino a seguir para alcanzar sus objetivos . Se trata de definir la estrategia en un medio y largo plazo.
¿Cuáles son las funciones del marketing estratégico? Como te decíamos antes, estamos hablando del cerebro de la empresa. Y esto implica que el marketing estratégico está presente en todos los aspectos de la compañía. Sin embargo, sí se pueden especificar una serie de misiones:
Análisis DAFO para determinar nuestra situación frente al mercado. Localizar nuevo nichos de mercado. Ciclos de vida del producto. Investigar a la competencia. Definir mejor a nuestros clientes y sus necesidades. Ver cómo adaptar nuestra oferta para cubrir mejor lo que quieren los clientes. Diseñar la estrategia. Si te fijas, todas ellas giran sobre la idea que mencionábamos antes. Un análisis interno y externo para determinar cuáles son nuestras opciones de cara a crecer . No hay que olvidar que el mercado es algo que vive en un constante cambio, al igual que los consumidores. Lo que hoy es imprescindible, mañana puede caer en el olvido.
Diferencias entre el marketing estratégico y operativo Estos 2 conceptos se suelen confundir porque para una persona que no conozca en qué se enfoca cada uno, sus nombres pueden parecer similares. Sin embargo, no tienen nada que ver. Como hemos visto, el marketing estratégico es la parte pensante y analítica . Aquí se deciden cuáles son las líneas maestras de nuestro proyecto. En cambio, el marketing operativo lo tenemos que vincular con la acción . Si simplificamos un poco el concepto, sería el encargado de llevar a cabo las acciones que se tomaron cuando se definió la estrategia. Veamos de una forma más clara las diferencias:
Misión: mientras en el marketing estratégico se analiza el mercado y la empresa para buscar oportunidades, en el operativo se juega sobre el terreno de juego. Es el que gestiona todas las acciones que se ejecutan en el mercado para aumentar las ventas, captar más clientes o posicionar la marca.Tiempo: el marketing operativo es más cortoplacista y diseña campañas con un horizonte más corto. En cambio, el estratégico piensa más a largo plazo.Importancia: ambos son importantes, pero un error en la estrategia puede conllevar unas consecuencias más graves para la empresa. En cambio, con el operativo los riesgos son menores.Espacio: el estratégico analiza el mercado de forma más genérica aunque también segmente. El operativo plantea sus acciones en entornos mucho más definidos y específicos. Vistas las diferencias entre el marketing estratégico y operativo, nos vamos ya a un campo más práctico.
¿En qué ámbitos trabaja el marketing estratégico? Hasta el momento, solo te hemos dicho que esta rama de la mercadotecnia es la que diseña el plan de marketing o la hoja de ruta a seguir. Pero y eso, ¿qué tipo de decisiones implica? En este post , Roberto Espinosa define los 6 campos sobre los que el marketing estratégico trabaja.
1. La cartera de productos Una empresa debe tener varios productos para tener un equilibrio y mantener siempre un crecimiento alcista . Por ejemplo, existen los que se denominan «productos vaca lechera» que son los artículos que están consolidados y nos proporcionan una entrada de ingresos estables. ¿No sería entonces lo ideal que todos nuestros productos fuesen vacas lecheras? No, porque este tipo de productos ya no tienen más tasa de crecimiento . Lo normal es que pasen un tiempo estabilizados y después, decrezcan. Por eso, es importante tener también, «productos estrella» (los que crecen pero deben afianzarse) y «productos interrogante» (los que esperemos que se conviertan en estrellas). Una de las claves del marketing estratégico es encontrar el equilibro entre todos estos productos. Así, aunque algunos artículos lleguen a su fase de madurez, ya tendremos otros que estarán en crecimiento.
2. La marca Aquí poco hay que explicar. Se trata de ver cómo podemos hacer penetrar nuestra marca para que destaque frente a la competencia . De nuevo, vemos que se hace necesario un análisis del mercado para poder analizar los puntos fuertes y débiles de nuestros competidores.
3. Los clientes Ya lo vimos en el post de la evolución del marketing , uno de los secretos del marketing actual es hipersegmentar el mercado para poder detectar con mayor precisión las necesidades de los clientes.
4. El marketing mix Se hace imposible un análisis estratégico de la empresa sin ver antes las 4ps de un negocio : producto, precio, distribución (place) y promoción. Aunque estas 4 variables crecieron con el tiempo (sobre todo para amoldarse a la venta de servicios), reflejan de forma genérica todos los procesos de la empresa.
5. ¿Cómo crecer? No debes ver el crecimiento como algo genérico. La estrategia para que nuestro negocio se haga más grande se puede basar en distintas estrategias:
Alcanzar una mayor cuota de mercado. Entrar en nuevos nichos. Crear nuevos productos. Etc. ¿Qué opción será la mejor? Eso se decidirá según lo que revele el estudio de mercado que realicemos y nuestra situación particular.
6. Ventas recurrentes La fidelización de nuestros consumidores es un aspecto que tiene tanta importancia como la captación de nuevos clientes. Muchas empresas ya lo introducen en sus planes de acción y diseñan estrategias para mejorar la experiencia del usuario con la marca. ¿Quieres ideas?
Cómo usar el marketing relacional para conseguir ventas recurrentes .Marketing Below the line: campañas de alto impacto a bajo coste .Por qué el vídeomarketing es una estrategia que YA deberías estar usando en tu negocio .10+1 ejemplos de marketing de guerrilla que te dejarán boquiabierto .Marketing sensorial: cómo atacar a los sentidos para vender más. Marketing emocional o cómo vender con las emociones. En todos estos posts encontrarás muchísimas técnicas sobre cómo mejorar la percepción de tu marca para que te conviertas en la opción favorita de tus clientes.
Tú cuál prefieres: ¿el marketing estratégico o el operativo? Ya hemos visto que ambos son necesarios ya que actuar sin un plan no tendría ningún sentido. Sin embargo, tampoco sería muy prometedor el tener muchísimas ideas y no llevar ninguna a la práctica. Pero como en todo, siempre hay preferencias: ¿a ti en qué lado te gusta más estar? ¿en el de la estrategia o en el de la acción? ¡Cuéntanoslo en los comentarios!