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Marketing movil: cómo conectar con tus clientes a través de su móvil - Gestion.Org Saltar al contenido Voy a hacerte una pregunta para empezar. Antes de salir de casa, ¿qué compruebas que siempre llevas contigo? Lo más seguro es que hayas pensando en la cartera, las llaves de casa… y el móvil. Incluso, hasta es posible que fuese lo primero en lo que has pensado. La realidad es que ninguno de nosotros nos separamos ahora de nuestro smartphone. Sea para consultar nuestros emails o mirar las redes sociales, todos estamos enganchados al móvil. De hecho, hay personas que no dudan en reconocer que duermen al lado de su teléfono. Y si estamos tan pendiente del móvil, ¿no podría ser entonces el canal ideal para que nuestra empresa difundiese sus mensajes? ¿No podríamos segmentar mucho más a quién nos dirigimos? No solo es que sí sino que es lo que te queremos enseñar con este post. Hoy ponemos la lupa sobre todo lo que puede ofrecer el marketing móvil para tu empresa. Agarra bien fuerte tu teléfono que empezamos.
¿Qué es el marketing móvil? Si tenemos que dar una definición de marketing móvil podríamos decir:
La mercadotecnia móvil o mobile marketing (su nombre en inglés) consiste en el uso de herramientas a través de dispositivos móviles para que una empresa llegue a su público.
Esta rama del marketing lo que hace es explorar las características específicas que tiene la comunicación vía móvil para aprovechar todo su potencial. Todo ello sin olvidarnos de los adelantos tecnológicos que cada día van apareciendo. Fíjate si la tecnología ha evolucionado que una aplicación de móvil nos parecían algo casi marciano hace unos años y ahora es algo completamente cotidiano.
Ventajas y desventajas de la mercadotecnia móvil ¿Qué tiene de especial esta rama del marketing? El marketing móvil está teniendo cada vez más impacto ya que los estudios nos muestran que cada vez son más las personas que usan el móvil para navegar y comprar por Internet. Fíjate si no en los datos que nos vuelca esta infografía acerca del mobile commerce en 2016 del Observatorio Cetelem.
Fuente: Observatorio Cetelem .
Como ves, si planteas una buena estrategia de marketing móvil en tu empresa, tienes una gran oportunidad para contactar con tu público. Pero veamos todas las ventajas que presenta.
Ventajas 1. Es personal e interactivo A diferencia de otras estrategias, el mobile marketing busca lanzar un mensaje muy personalizado . Gracias a las posibilidades tecnológicas que nos brinda un móvil se puede segmentar muchísimo. Cada vez nos acercamos más a un marketing del individuo y nos alejamos del marketing tradicional enfocado a las masas . También se intenta lograr un trato muy cercano y en el que se ofrezca una gran atención al cliente . La interactuación con los usuarios es mucho más sencilla y eficaz. Solo hay que ver cómo se usan las redes sociales para poder atender mejor a sus clientes.
2. Disponibilidad Como mencionamos al principio, estamos prácticamente atados a nuestro móvil. Piensa que ya lo estábamos cuando solo lo usábamos para realizar llamadas. Ahora que sus funciones se han multiplicado, estamos hablando de un canal disponible 24/7/365.
3. Medible A diferencia de otros medios de comunicación, las acciones de marketing móvil son muy fáciles de medir. Las nuevas tecnologías hacen que todo sea mucho más controlable y medible. Esto facilita muchísimo el que podamos comprobar si nuestro plan de marketing está ofreciendo resultados o no.
Desventajas 1. Novedoso Aunque resulte contradictorio, lo cierto es que es una desventaja. Debido a su “juventud” no existen grandes profesionales que aborden este tipo de marketing a la perfección. Tampoco podemos encontrar departamentos de empresas dedicados a este tipo de mercadotecnia.
2. Marco Legal El mundo del mobile marketing es un poco complicado. El motivo es que en el teléfono de cualquier persona se guarda información muy importante. Más allá de los contactos, existen fotos y otros archivos muy personales. Para proteger esta privacidad hay que cumplir una serie de permisos y normativas.
3. “Tecnodependencia” Se emplea este término para explicar una de las grandes desventajas del marketing móvil. Al igual que destaca en clave positiva por su implicación con las nuevas tecnologías, también resulta perjudicial. Es tal la relación con ella, que cualquier cambio tecnológico puede implicar el modificar toda nuestra estrategia de marketing móvil. ¿Merece la pena o no adentrarse en esta rama? Todo depende de los objetivos que te hayas marcado con tu empresa, pero sin duda, el marketing móvil es una de las tendencias que más subirán en los próximos años.
¿Cuáles son las herramientas usadas en el marketing móvil? Una de las grandes ventajas que presenta esta rama, al igual que con el marketing digital , es que presenta múltiples herramientas muy útiles.
1. SEO móvil Lo más seguro es que la palabra SEO ya te suene. Si no es así no te preocupes que te lo explicamos muy rápido. El SEO es intentar optimizar nuestra web para conseguir aparecer en Google por las palabras clave más interesantes de nuestro sector. Pues el SEO móvil es lo mismo pero aplicado a dispositivos móviles. Eso sí, tienes que tener en cuenta que no es lo mismo trabajar una web que será visualizada en un ordenador que en un smartphone. De hecho, existen muchas webs que si se ve su contenido desde un dispositivo móvil aparece deformado. A veces ni aparece. Si tenemos en cuenta las cifras sobre cómo las ventas por Internet están ascendiendo, el SEO móvil no es algo que podamos dejar de lado.
2. Anuncios La publicidad online es algo que ya ha saltado las fronteras de las páginas webs y que también se ha instalado en las aplicaciones gratuitas (App). Las aplicaciones se han convertido en sitios muy interesantes para incluir publicidad por su posibilidad de segmentar aún más el público . Por ejemplo, si quieres promocionar un producto relacionado con el running, puedes poner publicidad en una de las apps que existen para correr. También es habitual encontrarnos con anuncios de aplicaciones que se anuncian a través de otras. Es el caso de “Candy Crush” cuyo volumen de usuarios fue tan grande que podían realizar sus propios anuncios para conseguir todavía más usuarios. https://www.youtube.com/watch?v=fi3HiZ7Uzic Y más usuarios significa más publicidad y mejor pagada. Es un poco el pez que muerde la cola. Otra de las características que hemos destacado del marketing móvil es su posibilidad de interactuar con los usuarios. Y es que con la tecnología que incorporan los móviles se pueden hacer campañas tan vistosas como esta de la marca Ford. https://www.youtube.com/watch?v=8h6D2Jd8d7s
3. Aplicaciones Podríamos decir que son el plato fuerte del marketing móvil. Su capacidad de adaptación e interacción hacen que sean un gran apoyo a cualquier campaña. Su utilidad es altísima para el usuario por lo que generan un engagement con la marca muy fuerte . Fíjate que idea más sencilla es que que aplica McDonalds en este anuncio. https://www.youtube.com/watch?v=HBJxgmYWP4E Después de esa promoción, la empresa disponía de una canal mucho más directo con el que comunicarse con el cliente y ganarse así su fidelidad. Pero una aplicación se puede usar con muchos objetivos. Fíjate como la utilizó McDonalds para afrontar una crisis de reputación por la procedencia de sus alimentos. https://www.youtube.com/watch?v=RkhJ3nBnySk Como ves hace uso de la realidad virtual. A través de la cámara del dispositivo, mezcla la imagen real con elementos artificiales. ¿Quieres ver una aplicación de este tipo en clave española? Un ejemplo de marketing móvil para mejorar su servicio es que aplicó las bodegas jerezanas González Byass. Esta bodega, con la ayuda de la aplicación Guideo, ofrecía información útil a sus clientes durante su visita a la bodega. https://www.youtube.com/watch?v=X3HBtU9v_zs Como ves, las aplicaciones dan mucho juego. Solo tienes que saber qué quieres decir con tu aplicación y desarrollarla correctamente.
4. Códigos QR Se trata de esos cuadritos negros que si los escaneas con la cámara de tu móvil te ofrecen información. Puede remitirte a una web o hasta incluir a una persona dentro de los contactos de tu móvil. Por ejemplo, esto es muy útil por si eres freelance y lo incluyes en tus tarjetas de visita.
5. Geolocalización Se trata de un servicio que ofrece información útil a los usuarios según la localización. Gracias al GPS, el móvil sabe dónde estás y te filtra la información que necesitas según el lugar. Por ejemplo, se suelen usar mucho las aplicaciones que te ayudan a localizar restaurantes cerca de ti. Aunque no hay limitaciones. Por ejemplo, también están muy de moda las aplicaciones para localizar tu propio coche (Car Locator) o para ligar según la proximidad de la persona (Tinder). Pero si tenemos que hablar de una aplicación con geolocalización que este año ha reventado cualquier estadística es Pokemon Go. La combinación de realidad aumentada y geolocalización hizo que esta aplicación supusiese una auténtica locura a nivel mundial.
6. Mensajes de texto Aunque parezca lo contrario, lo cierto es que se siguen usando. Sí, hablamos de los conocidos SMS o mensajes de texto que recibimos en nuestro dispositivo móvil con información. Y aunque a día de hoy han quedado relegados a un segundo plano por el Whatsapp o Telegram, siguen teniendo su utilidad. Muchas empresas siguen usando este canal para avisar a sus clientes de nuevas promociones y ofertas.
¿Pensabas que un móvil no podía dar para tanto? El marketing móvil es una de las tendencias más fuertes dentro del mundo de la mercadotecnia. Y es que de aquí a unos años todo pasará por el móvil. Aprovéchate de que tú conoces toda esta información y toma ventaja frente a la competencia.