{"id":459,"date":"2015-02-16T15:55:11","date_gmt":"2015-02-16T23:55:11","guid":{"rendered":"http:\/\/nelsonrazo.com\/?p=459"},"modified":"2015-02-16T15:55:11","modified_gmt":"2015-02-16T23:55:11","slug":"el-marketing-hoy","status":"publish","type":"post","link":"https:\/\/nelsonrazo.com\/branding\/2015\/02\/16\/el-marketing-hoy\/","title":{"rendered":"Adaptarse al marketing moderno"},"content":{"rendered":"<p>Inspirado por el simposio sobre marketing organizado por alumnos de esa carrera de la UABC, este primer post de mi nuevo blog es una peque\u00f1a introducci\u00f3n a la necesidad de todos (estudiantes, profesionales y due\u00f1os de negocios) de entrarle de una vez a la nueva mercadotecnia.<\/p>\n<p>Y para comenzar debo aclarar que el concepto del nuevo marketing no es nada nuevo. Como toda disciplina que depende del progreso de la sociedad, cada tanto tiempo se escucha la frase \u201cel nuevo marketing\u201d, y algunas de esas veces lo \u201cnuevo\u201d simplemente ha sido un leve cambio de enfoque o la adici\u00f3n de alg\u00fan concepto.<\/p>\n<p>Sin embargo esta vez es diferente. Desde hace ya algunos a\u00f1os en pa\u00edses m\u00e1s desarrollados, el nuevo marketing ya es la manera\u00a0<em>por default<\/em>\u00a0de enfocar los esfuerzos no solo de publicidad y ventas, sino el mismo desarrollo de productos y servicios.<\/p>\n<p>Esta vez los cambios en la sociedad, resultado del desarrollo tan r\u00e1pido de la tecnolog\u00eda que nos conecta (d\u00edgase internet), ha no solo modificado sino tambi\u00e9n creado nuevas formas para que las empresas y marcas se acerquen y est\u00e9n en contacto continuo con sus mercados.<\/p>\n<p>Y con esto no me refiero solamente al obvio impacto del marketing en l\u00ednea con publicidad y campa\u00f1as de marca en las redes sociales, si no un sinf\u00edn de efectos que esta facilidad de comunicaci\u00f3n global ha desencadenado en el mudo real; en la forma de ver el entorno comercial e interactuar con \u00e9l.<\/p>\n<p>El consumidor actual cada vez m\u00e1s no busca solo productos. Productos ya existen de sobra en casi cada nicho posible. Hoy el consumidor promedio ya busca experiencias.<\/p>\n<p>Hasta el cliente de un servicio no de lujo ya se fija en c\u00f3mo el consumir un producto lo hace o no parte de un grupo, de una tendencia o de un estilo de vida. Cuando hace unas d\u00e9cadas eso se limitaba a ciertos segmentos del mercado, la competencia actual y la amplia y veloz comunicaci\u00f3n de la era digital est\u00e1 llevando a la sociedad en general a valorar esos aspectos de las marcas que antes solo unas cuantas explotaban.<\/p>\n<h3><strong>El marketing sigue cambiando<\/strong><\/h3>\n<p>Y en ese respecto el mismo enfoque de mecadotecnia inicial hoy se debe basar m\u00e1s en lo que la gente desea (o inclusive lo que apenas va a desear, de lo cual les comentar\u00e9 despu\u00e9s) que en lo que necesita o en lo que el negocio quiere ofrecerle. Inclusive si el producto o servicio es algo com\u00fan, m\u00ednimo la manera en que ofrece a sus consumidores o clientres ya no pude ser la misma que hace 10 a\u00f1os o menos.<\/p>\n<p>Por esto y mucho m\u00e1s sobre lo cual intentar\u00e9 cubrir en este blog, la mercadotecnia m\u00e1s que antes ya no puede ser una aspiraci\u00f3n de las empresas grandes solamente. Todos los negocios y emprendedores deben aceptar que el mercado moderno exije que quienes les ofrecen sus producos o servicios lo hagan pensando en ellos y de las formas que hoy se est\u00e1n convirtiendo en est\u00e1ndar (como la <a href=\"http:\/\/nelsonrazo.com\/blog\/2015\/02\/16\/la-importancia-de-la-identidad\/\">atenci\u00f3n a\u00a0la identidad<\/a>). En otras palabras, como en ocaciones anteriores, pero hoy m\u00e1s que antes, la forma de vender ha cambiado.<\/p>\n<p>Y en M\u00e9xico ya est\u00e1 cambiando tambi\u00e9n. Sin duda, quienes no se adapten al cambio, como bien lo dijo Charles Darwin, puede que no sobrevivan.<\/p>\n<p>Felicito a los organizadores del <a title=\"VIVEMKT\" href=\"https:\/\/www.facebook.com\/ViveMKT\">VIVEMKT<\/a> por su compromiso en evangelizar a sus compa\u00f1eros y a los interesados en el tema sobre la importancia de estar actualizados en esto que abarca demasiado. Mucho m\u00e1s de lo que la mayor\u00eda sus futuros clientes se imaginan.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Esta vez los cambios en la sociedad resultado del desarrollo tan r\u00e1pido de la tecnolog\u00eda que nos conecta (d\u00edgase internet) ha no solo modificado sino tambi\u00e9n creado nuevas formas para que las empresas y marcas se acerquen y est\u00e9n en contacto continuo con sus mercados.<\/p>\n","protected":false},"author":3,"featured_media":460,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_themeisle_gutenberg_block_has_review":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[8],"tags":[210,218,219,230,234,242,297],"class_list":["post-459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marca","tag-marketing-digital","tag-marketing-moderno","tag-mercadeo","tag-mercadotencia-digital","tag-negocio","tag-redes-sociales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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