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¿Qué es el marketing? Definición, tipos y estrategias【2019】 Saltar al contenido Cada vez más personas saben qué es el SEO. En un siglo XXI Leer más
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Marketing: todo lo que quisiste saber y nunca te dijeron Las palabras marketing y mercadotecnia están de moda, de eso no hay duda. Pero, ¿qué significa marketing de verdad? ¿para qué sirve la mercadotecnia? Muchas personas piensan que este tipo de técnicas son solo útiles para grandes empresas o multinacionales. Nada más lejos de la realidad. Tanto si tienes una pyme o eres freelance o autónomo el marketing puede ayudarte a mejorar tus resultados. ¿No te lo terminas de creer? Tranquilo, en esta página no solo vas a encontrar muchísima información acerca de qué es el mercadeo (sí, hay múltiples nombres para definir lo mismo), sino que también te vamos a remitir a artículos prácticos donde encontrarás las soluciones específicas que tú negocio necesita. ¡Adelante!
Qué es el marketing o mercadotecnia Definir la mercadotecnia es complejo, mas cuando podemos encontrar decenas de definiciones de marketing en Internet. ¿Con cuál quedarse?, ¿Son todas válidas? Para no complicarte mucho, te vamos a dar la que a nosotros nos parece más apropiada según el momento que vivimos.
“Marketing es tener el producto adecuado, en el momento adecuado, adaptado a la demanda, en el tiempo correcto y con el precio más justo”.
Como puedes ver, esta definición describe 2 de las características de la mercadotecnia moderna: la rapidez y la evolución constante. Si nuestro mercado vive un constante desarrollo, el marketing no puede quedarse atrás si sigue queriendo ser efectivo. De hecho, ser el primero en localizar un producto novedoso o averiguar una necesidad de tu público son 2 de las claves para que una estrategia de marketing tenga éxito. Como curiosidad final, explicar que la traducción literal del concepto marketing es mercadeo y no mercadotecnia. Aunque ambos términos son sinónimos y se usan indistintamente, la traducción exacta del término al castellano es mercadeo.
Características del marketing Ahora que ya sabes qué es el marketing, vamos a definir cuáles son sus características. Para ello vamos a utilizar el sistema 5D de Sergio Villalobos ya que nos parece el más sencillo. Este sistema describe 5 características fundamentales de la mercadotecnia. Vamos a explicarlas por separado.
Diálogo : el diálogo es fundamental entre la empresa y sus públicos. Cuando un consumidor compra un producto y se pone en contacto con la empresa, siempre debe obtener una respuesta . Un buen ejemplo son las redes sociales que son una gran herramienta para establecer una conversación con su público.Lenguaje según canal: dependiendo del dispositivo desde el que se va a visualizar el mensaje de la empresa, este debe ser de una forma u otra. No es lo mismo comunicarse con el cliente con un anuncio de televisión, que con una cuña de radio o un correo electrónico. Cada medio o dispositivo tiene sus propias normas de lenguaje. Diseño: de la misma manera que en la sociedad actual la imagen es muy importante , en la empresa ocurre lo mismo. La marca debe tener un diseño atractivo para conseguir así enamorar al consumidor y retenerlo a su lado.Do it yourself (hazlo tú mismo): esta característica es una de las más recientes. Un claro ejemplo de esta vertiente del marketing más moderno son las compras online . Aquí el usuario realiza su compra solo, sin la presencia física de la marca (no necesita que le atienda nadie). Esto abarata muchísimo los costes de la empresa, a la vez que aumenta la comodidad del cliente.Serán decisivos para que una estrategia de marketing llegue a buen puerto. La gestión y estudio de los datos recopilados de los clientes es vital para la planificación de una empresa. Actualmente una empresa sin una buena base de datos no es nada. Pero todo lo que te hemos contado no siempre ha sido así. El marketing en la empresa ha sufrido varios cambios a lo largo del tiempo. Al principio de la historia de la mercadotecnia, los medios utilizados para anunciar un producto eran la televisión, la radio y el buzoneo. Este tipo de marketing publicitario no tenía en cuenta para nada al cliente. Cuestión que ahora es completamente diferente ya que lo que se busca es enviar una publicidad personalizada y dirigida a un cliente especifico. Los consumidores han pasado a convertirse en los protagonistas principales del mercadeo.
Objetivos y funciones: ¿en qué consiste el marketing? Ahora que ya hemos visto la teoría, vamos con algo más práctico. La ventaja que la mercadotecnia da a las empresas es la posibilidad de saber cómo deben vender, y sobre todo, el cómo enfocar sus acciones a las necesidades del consumidor. Todo lo que haga la empresa debe estar pensado por y para el cliente ya que de eso dependerá el éxito total de la empresa.
¿Cuáles son sus objetivos? Si le preguntásemos ahora a cualquier persona sobre cuál es el objetivo del marketing, casi seguro su respuesta sería que vender más. Aunque es cierto que la meta final de una empresa es lograr el máximo beneficio económico, ese no es objetivo del marketing en una empresa. El reto del marketing es conseguir satisfacer al cliente al cubrir una necesidad o problema que tenga . Lo que por lógica debe derivar en un aumento de las ventas. Para conseguir que nuestra estrategia tenga éxito, Philip Kotler (economista y especialista en mercadeo), especificó que deben cumplirse cinco condiciones:
Es necesario que haya al menos dos partes (vendedor y cliente). Cada parte deberá tener algo que suponga valor para la otra. Cada parte debe ser capaz de comunicar. Cada parte será libre de rechazar o aceptar la oferta. Cada parte debe creer que es apropiado. Según Kotler, si se dan esos 5 enunciados conseguiremos satisfacer las necesidades del cliente y por tanto, cumplir con el objetivo del mercado.
¿Cuáles son sus funciones? Las funciones del marketing son muy variadas , aunque de forma mayoritaria se cree que el marketing se dedica solo a la promoción o a publicidad, esto no es así. No hay que olvidar que el objetivo es cubrir las necesidades de nuestro público, lo que obliga a que el marketing desarrolle estas 6 funciones:
1. ¿Cuáles son las reglas del juego? En este punto nos estamos refiriendo a bastantes cuestiones. Por un lado, hay que conocer al consumidor en profundidad . Tenemos que averiguar lo siguiente:
Gustos. Preferencias. Costumbres. Necesidades. Problemas. Por el otro, siempre debemos estar pendientes de lo que sucede en el mercado. Esta función no hay que verla como una fase sino como algo que siempre se debe realizar de forma constante. Siempre hay que estar pendientes de lo que se está «cociendo» en nuestro mercado.
2. Cuáles son los puntos fuertes de la competencia? Hay que averiguar cuáles son los movimientos y estrategias de la competencia. Por qué los consumidores los valoran o por qué los rechazan. Una acción que siempre se ha realizado es comprar alguno de sus productos y analizarlos en profundidad.
3. El plan de acción Con los datos que hemos obtenido de los 2 análisis anteriores, se decide cuáles son las estrategias a seguir según los objetivos que nos hayamos marcado. Luego, esas estrategias hay que traducirlas en acciones concretas que podamos controlar.
4. Control y evaluación Aquí tenemos 2 vertientes. Lo primero es controlar que todas las acciones que se han planteado se estén llevando a cabo y que no haya ningún fallo en su aplicación . Después, (y muy importante) es verificar que los resultados obtenidos concuerdan con los propuestos.
La evolución del marketing Como dijimos antes, la palabra marketing está en todos lados. Pero, ¿cuál es su origen realmente? ¿cuando nació este término? Nos adentramos ahora en el nacimiento, etapas y evolución del concepto. Si piensas que el marketing es un fenómeno actual andas un poco desencaminado. La realidad es que la historia del marketing o historia del mercadeo comienza, nada más y nada menos, que en el año 1450. ¡Casi nada! El origen del marketing no fue otro que el de ayudar a las empresas a que enfocaran sus productos a las necesidades de sus públicos. Como te podrás imaginar, las técnicas que se utilizaban antaño estaban mucho menos desarrolladas en comparación con las que usamos en la actualidad. Para que te hagas una idea, algunas de las técnicas que usaban era anunciar sus productos pintándolos en muros o gritándolo a pleno pulmón por las calles. Con la invención de la imprenta , allá en el siglo XV, todo esto empieza a cambiar. A partir de aquí, empiezan a aparecer las primeras revistas que se hacen rápidamente populares. Esto fomentó que se utilizasen como medio para difundir mensajes entre la población. Otro soporte que se utilizará más adelante serán las vallas publicitarias. En 1887, la aparición de la radio como medio de comunicación fue una auténtica revolución. Era la forma más clara y directa de llegar al consumidor. Aunque el verdadero boom del marketing llegó el año de la invención de la televisión . Pero, ¿qué papel juega la televisión dentro del marketing? Sin duda, la televisión es el medio de comunicación rey de la publicidad y el marketing. Mediante los anuncios de televisión, las empresas tenían la facilidad de acercarse al consumidor de una forma más dinámica y cercana. De esta forma, el consumidor tenía la posibilidad de ver el producto con sus propios ojos o incluso siendo usado. No obstante, no todo era un camino de rosas. Algunas empresas tendían a “exagerar” demasiado las cualidades de sus productos dando lugar a la publicidad engañosa. Pero, la aparición de una nueva tecnología volvería a generar otra revolución. La llegada de internet haría que todas estas tácticas del marketing tradicional fuesen inútiles, ya que el consumidor tiene en la red toda la información posible acerca de los productos o servicios de la empresa. La evolución del marketing se dispara en esta época. Tanto que es el momento que divide la historia de la mercadotecnia en 2 etapas: la tradicional y la moderna. Mientras que el marketing tradicional se centraba en las masas , el marketing moderno se va al otro extremo: a la micro segmentación del mercado. Cada mensaje solo se dirige a grupos reducidos de la población. ¿Quieres conocer en más profundidad cómo ha sido la evolución del marketing? Entonces, no te pierdas este post .
La mezcla de mercadotecnia = marketing mix Entramos ahora en uno de los conceptos más importantes dentro del marketing y que a día de hoy siguen siendo fundamentales. Nos referimos al marketing mix, mezcla de mercadotecnia, mezcla del marketing, mix comercial o mix del marketing . Como te explicábamos antes, es habitual en marketing el denominar de distintas maneras a un mismo concepto. :) No obstante, las más habituales son las 2 primeras. Pero vamos ya al meollo de la cuestión: ¿Qué es el marketing mix? El termino de mezcla de mercadotecnia apareció en los años 50 por Neil Bordem , un profesor de la universidad de Harvard. Aunque de primeras pueda parecer un concepto complejo, la realidad es que es muy sencillo. La definición de marketing mix se refiere a este término como el análisis interno que se realiza en una empresa de cara a desarrollar una estrategia. Los responsables de plantear este plan de acción primero analizan la situación actual y según sus conclusiones, plantean una hoja de ruta. Veamos cómo lo hacían.
Elementos de la mezcla de mercadotecnia A la hora de plantear la estrategia, lo que se hace es analizar cuatro puntos básicos de su actividad: producto, plaza, precio y promoción. Esos 4 elementos es lo que se conoce como las variables de la mezcla de la mercadotecnia: las 4 P del marketing . Lo cierto es que en sus comienzos, la mezcla de la mercadotecnia contaba con 12 variables:
Planteamiento del producto. Precio. Marca .Canales de distribución .Personal de ventas. Publicidad. Promoción. Empaque. Exhibición. Servicio Distribución. Investigación. Pero como ya hemos visto en el punto anterior, el mundo del marketing sufre de forma continua cambios, lo que hace que se replanteen continuamente los conceptos. De ese replanteamiento de la estrategia de la mezcla de la mercadotecnia, E. Jerome McCarthy (profesor de contabilidad de la universidad de Michigan) redujo las variables a solo 4p´s. Veamos cuáles son:
Producto Años atrás, lo más importante era centrarse en las características del producto. Ya hemos visto que esto ya no es así, ahora lo importante es mostrar cómo va a ayudar ese producto al consumidor. Ahora se muestran los beneficios, no las características. También se cuidan aspectos como la imagen, el packaging…
Precio Cuando una empresa fija el precio de un producto, no solo es el resultado de sus costos más la ganancia esperada, sino que es un proceso mucho más complejo. Por ejemplo, una empresa puede subir el precio de un producto porque ha creado una estrategia a su alrededor para aportarlo un valor añadido. Así, pueden vincular la marca con conceptos como calidad o status social. Un ejemplo claro lo vemos en Apple y sus Iphones.
Promoción La promoción consiste en la forma que tienen las empresas de dar a conocer a sus clientes sus productos o servicios. Formas hay muchas, entre otras, algunas de las más conocidas son la publicidad , las relaciones públicas o el marketing directo (mailing , catálogos, webs, etc.)
Punto de venta/plaza No es más que los canales de distribución que utilizan las empresas para vender sus productos. Las empresas no venden directamente al consumidor, sino que hay multitud de intermediarios entre ellos. Pero, ¿cómo hacen llegar el producto al cliente? Ejemplos de canales hay muchos:
Venta directa. Venta online. Franquicias. Comprador mayorista (los concesionarios de coches). Cuando la empresa se disponía a plantear la estrategia, eran conscientes de que para que fuese eficiente tenían que optimizar todas las variables, sino la estrategia se quedaría coja. De ahí la importancia de la mezcla de mercadotecnia.
Las 7 P del marketing mix Como bien hemos dicho antes, desde los años 60, las variables del marketing mix eran 4, pero 20 años después pasaron de cuatro a siete. ¿Qué supuso este cambio? Lo vemos. Las 4 p´s eran suficientes para adaptarse a un modelo de venta de productos, pero se mostraron insuficientes para la venta de servicios. Por ello, en 1981, Bernard Booms y Mary Bitner aumentaron las 4ps a las 7ps del marketing. Se incorporaban 3 p´s nuevas: people, process y physical evidence . Veamos qué aportan estas 3 nuevas variables:
Personas: las personas desempeñan un papel crucial en el comercio de los servicios. De ellos dependerá el éxito o fracaso de la empresa. Por eso, lo importante es formar a un grupo de personas capaces de atender las necesidades del público.Proceso: cómo la empresa va a atender a los clientes. A día de hoy, los consumidores no solo buscan un producto que les satisfaga, también demandan una atención al cliente de calidad. Esto implica el controlar el personal que tenemos disponible para que todos los clientes puedan ser atendidos al momentos y durante el tiempo que sea necesario.Prueba/evidencia física: en la venta de servicios o productos intangibles (información) el cliente tiene más miedo a la hora de comprar. Un ejemplo típico, son las compras a través de internet.Por ello, la empresa debe ofrecer pruebas que transmitan confianza y tranquilidad. Se puede hacer mostrando testimonios de otros clientes, ofreciendo garantías, estadísticas… ¿Te has quedado con ganas de más? Visita nuestra sección dedicada al marketing mix (en construcción).
Los 10 principios del marketing de Kotler La mezcla de la mercadotecnia y sus 4 p´s están consideradas la base del marketing tradicional. Pero, ¿todavía es esta la línea que se sigue o el marketing moderno ha modificado su rumbo hacia otras tendencias? Volvemos a recurrir a Philip Kotler para darte respuesta. Kotler, en su libro «Principios del marketing», predijo que la evolución iría en otro sentido y que las claves girarían sobre otros elementos distintos. ¿Cuáles son esas claves? El padre del marketing definió 10 principios. Veamos cuáles son:
Principio 1: el consumidor es ahora el centro de todo En la era de Internet, los usuarios están cada vez más informados acerca de lo que compran. Solo haciendo 2 clics se puede localizar cualquier tipo de dato o comparativa que queramos. La venta ya no puede basarse en soltar un listado de características del producto . El usuario ya tiene eso a su disposición. Ahora todo se debe centrar en conectar con el cliente, establecer un diálogo y ofrecer una experiencia lo más personalizada posible.
Principio 2: solo nos centramos en nuestro público objetivo El crear anuncios para intentar vender a todo el mundo nos conduce a un callejón sin salida. La gente está muy cansada de la publicidad, por no decir otra cosa, lo que ha derivado en que las personas cada vez reaccionan menos ante los impactos que reciben. El ROI (retorno de la inversión) cae por los suelos. ¿Cuál es la tendencia del marketing moderno ? Hipersegmentar el mercado. Las personas solo reaccionan ante mensajes que entienden que han sido creados para ellos exprofeso. Insistimos en la idea: hay que personalizar. Cuanto más segmentada esté nuestra oferta, más efectivas serán nuestras campañas.
Principio 3: propuesta de valor orientada al cliente A la hora de transmitir nuestra propuesta de valor, debemos cambiar el enfoque de nuestra oferta. No olvides que ahora el foco ya no está en el producto o la empresa, sino en el cliente. ¿Cómo debemos plantear nuestra propuesta de valor? Antes de nada, un recordatorio. Una propuesta de valor es el mensaje que hacemos llegar a un usuario y en el que le explicamos por qué nos debe comprar a nosotros y no a la competencia. Según Philip Kotler , tenemos que centrarnos en 5 puntos:
Identificar las necesidades: nuestra obsesión debe ser solucionar los problemas de nuestro cliente ideal (siempre debemos basarnos en un público segmentado).Valores como marca: dentro de un mismo producto o servicio existen muchas interpretaciones. Por ejemplo, un abrigo. Mientras una empresa puede posicionarse en vender un abrigo de lujo y glamour, otra puede optar por enmarcarse en «nosotros vendemos abrigos respetando el medio ambiente».¿Son realistas estos valores?: hay que analizar si estos valores son coherentes y vamos a ser capaces de transmitirlos.Vendemos soluciones, no características: hay que dejar de aburrir al cliente con las características de nuestro producto. Lo que le interesa al cliente es saber cómo ese producto le va a ayudar a él.Revisar que siempre se perciba ese valor añadido del producto e intentar mejorarlo siempre: intentar completar y reforzar siempre nuestra propuesta de valor.Principio 4: la entrega y la distribución como otro valor añadido Si te fijas, todos los principios se basan en lo mismo: ¿cómo aportar más valor o utilidad al cliente? Por eso lo importante no es el producto sino cómo ayudar al usuario. Esta misma idea se puede trasladar a la distribución y la entrega. Ya no son 2 procesos sin más, sino que son 2 oportunidades de mejorar la experiencia de usuario. Un ejemplo muy claro de ello es el packaging de muchos productos. No se envuelve solo para proteger, sino también para divertir, sorprender, informar…
Principio 5: hacemos equipo con el cliente Este punto se entiende mejor en clave histórica. El marketing tradicional o transaccional se basaba en establecer intercambios puntuales. La idea sería: «tú necesitas un producto que yo tengo y a cambio me das dinero». En cambio, el marketing relacional (un aspecto de la mercadotecnia moderna) propone establecer un vínculo con el cliente . La clave del marketing relacional es conversar con nuestro cliente para desarrollar un relación a largo plazo. En términos más marketerianos, nos estamos refiriendo a la fidelización del cliente, pero el secreto de todo está en el porqué. ¿Por qué nos interesa dialogar con el usuario y no dedicarnos simplemente a vender sin más? Porque al desarrollar un vínculo con el cliente, esto va a favorecer a que nos ayude a crear más valor todavía. Nos va a enseñar a cómo mejorar nuestra propuesta de valor para hacerla todavía más atractiva.
Principio 6: en qué debe basarse nuestro mensaje Cuando intentemos transmitir nuestra propuesta de valor al usuario, siempre debemos dejar claros 3 puntos:
El beneficio que le vamos a aportar. Información que sea útil. Incluir algo que por lo menos entretenga. En este punto, Kotler también insiste en encontrar nuevas formas o vías de publicidad. Además de participar en series de televisión o en programas, insiste mucho en que cualquier campaña debe crearse desde el marketing del permiso (permission marketing). Este término se refiere a que debemos respetar el deseo de la persona de recibir o no la publicidad. No solo evitamos molestarle y que desarrolle una imagen negativa de la empresa, sino que evitamos malgastar nuestro presupuesto.
Principio 7: medir siempre Medir y medir para verificar siempre si nuestras campañas tienen éxito y nos ofrecen un ROI bueno. Nuestro crecimiento nunca se debe basar en suposiciones, sino en números y estadísticas .
Principio 8: alta tecnología Con Internet ha llegado una cantidad de nueva tecnología que nos permite implementar o mejorar muchas de nuestras estrategias de marketing: ¿Qué aplicaciones puede tener la tecnología en nuestro plan de marketing?
Predecir tendencias: Google Trends.Automatización: autoresponder en el email marketing .Análisis de nuestro engagement en redes sociales: Audiense.La gestión y control de los clientes: programas CRM.Estos son algunos ejemplos pero habría muchos más.
Principio 9: relaciones a largo plazo Este principio de Kotler se complementa a la perfección con el número 5, en el que veíamos que hacer equipo con nuestros clientes era una buena opción. La idea de ambos se sustenta en el mismo argumento: son más rentables las relaciones a largo plazo. Seguro que a estas alturas ya habrás leído que es más sencillo que te compre una persona que ya lo hizo una vez a que te compre una persona que no te conoce. Pues este argumento es real y es el motivo por el que todas las empresas se esfuerzan (o deberían esforzarse) en fidelizar. ¿Cómo conseguimos esa fidelidad? Estamos ante un tema amplio, pero la base de todo está en los siguientes puntos:
Ofrecer productos y servicios de calidad. Ser humildes y sinceros. Ver al cliente como a una persona y no como a un número. Apostar por la lealtad siempre va a ser más rentable para la empresa.
Principio 10: visión global del marketing Los 10 principios del marketing de Kotler no son una guía de cómo vender más, eso sería reducir el mensaje. Por eso, el último principio es este. Kotler explica que el marketing afecta a todas las partes y personas de la empresa, por lo que siempre deberíamos tener este enfoque en todas las decisiones que tomemos.
Tipos de marketing La realidad es que lo que vamos a hacer es toda una osadía, ya que es imposible establecer una categorización perfecta. No obstante, el objetivo de que te sea más sencillo comprender cada concepto, hemos establecido una clasificación de todos los tipos de marketing que hay. Aunque insistimos, la clasificación no es perfecta . Lo más seguro es que encuentres términos que te parecería que están mejor en otras secciones, o que incluso, podrían estar en varios apartados. Aclarado esto. Vamos a ello.
Por el producto Relacionada con el cliente Relacionado con la marca Según quién vende a quién Por ámbito / marketing sectorial / marketing aplicado Por el canal Por los procesos Por la promoción Por tipo de monetización Por la campaña o forma del mensaje Por el ámbito geográfico o localización Conceptos relacionados Dentro de la empresa Otros tipos
Proceso de marketing Con proceso de marketing nos referimos al método que se emplea para buscar oportunidades de negocio. Como en todo lo que tiene que ver con la mercadotecnia, este proceso está planificado en distintas fases.
1. Investigación del mercado Todas las fases son importantes, pero una de las que más interés despierta es sin duda esta: la investigación de mercados. Y es que cualquier proceso de mercadeo empieza aquí, en descubrir una necesidad que pueda ser cubierta. Pero, ¿qué es lo que hay que rastrear o buscar en concreto en esta fase? Como decíamos antes, una oportunidad de negocio es algo en el fondo sencillo. Se trata de una necesidad que pueda tener en un momento una persona. Por ejemplo, imagínate que descubres que en EEUU se está empezando a poner de moda un deporte que implica el tener una equipación determinada. Lo lógico sería pensar que antes o después ese deporte llegará al resto de países, poniéndose también de moda. ¿Eso qué quiere decir? Que la demanda de ese tipo de equipaciones va a subir. O lo que es lo mismo, una oportunidad de negocio. ¿Dónde puedes mirar intentando encontrar ese tipo de información? Te damos unas cuantas ideas:
Informes de consumidores. Revistas de tendencias. Productos más demandados dentro de grandes e-commerce. Productos complementarios a grandes tendencias. Entrevistas con clientes para analizar nuevas necesidades. Productos de otros países que importaremos. Pero como en todo, no vale son con tener la idea, hay que validarla. ¿Quieres saber más sobre la investigación de mercados? Pincha aquí .
2. Definición del mercado objetivo Ahora que ya tienes el producto, toca segmentar. Dentro de un mismo producto puede haber muchos tipos de públicos, por lo que lo más importante es el ver cuáles son los más atractivos para nosotros. ¿Cómo empezar a clasificar? La primera división se suele basar en estos parámetros:
Género. Edad. Nivel socioeconómico. Ubicación. Afición. Valores. Insistimos en lo que te comentábamos antes con los principios de la mercadotecnia, la tendencia es dejar de dirigirse a todo el mundo en general, ya que eso es muy poco efectivo. ¿Quieres saber más? Entra en este post.
3. Análisis del mercado Ahora que ya has elegido el segmento, hay que ver cuál es la situación de ese mercado . Para eso tienes que analizar 2 cuestiones:
Los consumidores: ¿quién te va a comprar y por qué? ¿Cómo es su día a día y por qué tú producto puede interesarle? Es el momento de crear la buyer persona (también denominado marketing persona).La competencia : qué están haciendo las personas que van a rivalizar contigo: ¿cómo es su marca?, ¿cuál es su punto fuerte?, ¿cuál es su estrategia?Este análisis no solo te va a permitir poder comunicarte mejor con tu cliente ya que conoces mejor sus necesidades, sino que vas a poder ofrecerle todo eso a lo que la competencia no ha llegado. ¿Quieres saber más sobre cómo analizar el mercado? Lee este post (en construcción).
4. Plan de marketing Y llegamos a una de las fases más conocidas: el plan de mercadotecnia. Con todos los datos que hemos extraído es la hora de determinar cuáles son las mejores estrategias de marketing para cada momento y situación. El plan de marketing también se desarrolla en varias fases:
Análisis de la situación actual. Objetivos y metas. Elegir estrategias. Plan de acción (cómo traducir la estrategia en acciones concretas). Presupuesto Control del mercadeo. Si quieres aprender a desarrollar tu propio plan de marketing, pincha en este enlace .
5. Medir los resultados Cualquier estrategia o campaña que realices, tiene que poder ser medida y cuantificada para que se puedan valorar los resultados. No medir es un error grave ya que entonces, no tendrías una referencia real de qué te está funcionando y qué no. Sería como caminar a ciegas.
Tendencias para el 2016-2017 El marketing es algo que está siempre en evolución ya que los mercados y los consumidores está cambiando constantemente. Sin embargo, se puede ver cómo hay unas líneas que se afianzan de manera estable:
1. Inbound marketing El marketing con permiso se convierte cada día en algo más real. Las personas están saturadas de la publicidad y sienten rechazo ante el bombardeo al que están sometidas. Ante esta situación, surge una nueva manera de atraer a los clientes. O lo que es mejor, aparece una vía más sana por la que nuestros clientes se aproximan a nosotros. Porque esa es la clave, este enfoque del marketing se basa en que el cliente se aproxima a nosotros por propia voluntad, no porque le obliguemos nosotros. Esto explica el tremendo auge que vive el marketing de contenidos. ¿Quieres entrar a nuestra categoría de Inbound marketing? Pincha aquí .
2. Mercadotecnia relacional Nos interesa establecer relaciones largas y duraderas con el cliente. No solo porque va a ser más sencillo vender, sino porque nos va a proporcionar su feedback para cada vez crear mejores productos. Si quieres saber más, aquí tienes un post específico .
3. Mercadotecnia digital A nadie le sorprende ya el boom que experimenta Internet. Muchos negocios surgen cada día en la red y el e-commerce vive una época de expansión desmedida. El mercadeo en el móvi l o las ventas a través del móvil es una tendencia que todavía no ha estallado , pero que lo hará en un corto plazo de tiempo. Accede a nuestra sección específica de marketing digital desde aquí .
4. Mercadotecnia social La sociedad avanza y cada vez reclama más modelos de desarrollo responsable. La empresa ya no solo debe tener el objetivo de obtener beneficios, sino que también debe intentar jugar un papel en la sociedad. Para leer más sobre este tema, pincha aquí. Lo que acabamos de ver son las grandes corrientes u orientaciones del marketing para el futuro, pero también se pueden realizar unas predicciones mucho más concretas.
Fuerte tendencia al «automation marketing»: la automatización no es solo una tendencia, es un objetivo en sí mismo. Descubre más en este post. Social Coin: las empresas empezarán a desarrollar estrategias en las que exigirán «social coins» a sus clientes. Estas monedas sociales no son otra cosa que fomentar que las personas cuenten en las redes sociales que usan un determinado producto. A cambio, la marca les premiará con acceso a contenidos o promociones especiales.El vídeo es y será tendencia : lo multimedia es tendencia, pero el vídeo está en la cresta de la ola. Los usuarios cada vez reclaman más contenidos en vídeo. Los influencers ganan poder: los consumidores han encontrado nuevos líderes de opinión y las empresas ya se están dando cuenta. Empieza ya a no ser extraño ver a youtubers anunciando productos.El Big Data y el Internet de las cosas: «la información es poder» y en el marketing más que nunca. Internet y el Internet de las cosas favorece el que las empresas obtengan cada vez más datos acerca del comportamiento de los consumidores.¿Cuáles serán las tendencias del marketing dentro de 20 años? Nadie lo sabe, pero desde Gestion.org hacemos una apuesta: las pequeñas pantallas todavía tienen mucho que decir.
¿Quieres ver algunas de las mejores campañas de marketing? Sí, te hemos reservado para el final una cuestión muy especial. Aunque todos odiamos más o menos la publicidad, a todos nos encanta ver un buen anuncio. Por eso, te hemos reservado para el final esta pequeña selección con algunas de las mejores campañas de marketing del momento. Dale a play.
Campañas de marketing social Una de las grandes campañas del año pasado, denunciaba el concepto negativo que viene adherido a la frase «como una niña». Una campaña sencilla y directa que fue vista más de 80 millones de veces.
Esta campaña, organizada por The Canadian Safe School Network, se crea para concienciar de devastadores efectos que puede conllevar el bullying.
Ambas destacan por la sencillez en transmitir su mensaje y es que muchas veces no hacen falta efectos especiales.
Campañas de marketing exitosas Una gran campaña de marketing fue la que creo Dove con su «Belleza Real» (Real Beauty). De la mano de la agencia Ogilvy & Mather, crearon una campaña que reivindicaba lo destructivos que pueden llegar a ser los irreales cánones de belleza actuales.
Imagínate que fueses Volvo y quisieses describir la precisión y suavidad de la dirección de tus camiones. ¿Cómo transmitirías eso sin que las personas tuviesen la ocasión de conducir los camiones? No sé qué harías tú, pero sí te puedo mostrar lo que Volvo hizo: Volvo Trucks – The Epic Split feat. Van Damme
Tal fue el éxito del anuncio, que Chuck Norris se atrevió a realizar una parodia del anuncio de Van Damme. No tiene desperdicio :)
¿Todavía quieres más? Pus baja un poco más.
Campañas de marketing viral Y para que no se diga que en habla hispana no hay campañas de marketing, te dejamos algunos ejemplos. #Conchifacts La buena de Conchi no solo vendía el nuevo modelo de móvil de Sony, sino que llegó a ser trending topic en España.
Amo a Laura Hablar de viralidad y no mencionar el «Amo a Laura» sería imperdonable.
Lo más seguro es que todavía recuerdes el videoclip ya que fue un auténtico boom, pero lo que a mejor no sabes es toda la historia que hay detrás. Esta campaña fue ideada por la agencia Tiempo BBDO y Orbital que trabajaban para la MTV . Su objetivo: reforzar el posicionamiento de la cadena en España como opción para los jóvenes. La campaña se dividió en 2 fases. La primera: difundir los valores de la marca, como transgresión, modernidad y juventud. Para ello, desarrolló la campaña «MTV te da la música que te pide el cuerpo». Comenzaba la fase «culos». La MTV ideó una web que según fuese tu culo te recomendaba una música para bailar. La idea era que adelgazases y te pusieses en forma bailando. Hasta ahí todo normal. El boom se vive en la segunda fase, con la «anticampaña». La MTV creó una campaña en contra de sus valores marca para que se crease debate. Para ello, se inventa la «Asociación Nuevo Renacer». Una organización ultraconservadora que clama contra la primera campaña de la MTV y crea el videoclip. Claro está, nunca dicen de manera obvia que es la propia MTV la que está detrás. De tener 200 mil euros de presupuesto, la campaña alcanzó una repercusión mediática de 1.756.822€ . En total, superaron los 3 millones de descargas.
¿Crees que ya lo sabes todo sobre la mercadotecnia? Te podemos decir que no. Todavía te queda mucho por descubrir, por eso no dejes de visitar las secciones especiales que tenemos dedicadas a algunos tipos de marketing.
¿Algo más concreto? Revisa nuestro Top 5 post en esta categoría