El marketing digital y las relaciones a largo plazo 93


Como ya sabes, cada día el marketing digital se hace más importante para todos los profesionales y empresas, pero no todos saben implementarlo adecuadamente. Como esta reciente forma de marketing evoluciona muy rápido por estar sujeta a los cambios tecnológicos, es imprescindible prestar atención a los cambios y adaptarse a ellos para poder avanzar.

El marketing digital es un falso amigo: parece el de siempre, pero es totalmente diferente. Esto supone un gran problema porque, aunque parezca que sólo hay que trasladar el marketing tradicional al medio online, en realidad supone una completa revolución en el sector. El marketing digital es una nueva forma de dirigir, una nueva forma de producir, de comunicarse con el consumidor y de relacionarse con todo el entorno de la empresa (consumidores, empleados, distribuidores, accionistas, periodistas…).

Para hacernos una idea, hoy existen miles de tendencias para fidelizar clientes en el canal online como, por ejemplo, el RTB y la publicidad nativa, el inbound marketing con los contenidos y la automatización de cada vez más tareas en el mundo del marketing, la gamificación aplicada al internet de las cosas, los chatbots y el papel cada vez más determinante de las redes sociales como cana de la atención al cliente y la eclosión final de algunos wereables.

Es probable que haya nombres que te suenen ya, pero también es probable que haya muchos otros que todavía te queden por conocer. Sería un grave error ignorarlos por comodidad para así mantenernos en nuestra zona marketiniana de confort, pues todos tienen un papel muy importante a la hora de establecer relaciones duraderas con los clientes.

 

Cómo digitalizarse e implementar el marketing digital

Por lo general, el mundo digital es un canal muy accesible: cualquier persona puede conectarse fácilmente y estar en contacto con sus marcas favoritas. Así, cualquier empresa, por muy pequeña que sea, puede digitalizarse fácilmente y afrontar algunos de los nuevos retos que surgen hoy en día a la hora de conseguir llegar y fidelizar a los clientes.

Podemos destacar algunas claves que cualquier empresa, sea del tamaño que sea, puede aplicar para llevar a cabo una correcta estrategia de marketing digital y mejorar sus relaciones con sus consumidores. Pero antes es importante entender que, a nivel de marketing, la forma de llegar a los consumidores ha cambiado drásticamente:

  • Ya no se hacen spots, se generan contenidos que generen engagement.
  • Ya no se determina únicamente el mensaje que queremos lanzar, sino que se analiza el entorno y se aprende qué debemos decir, a quién y dónde comunicarlo.
  • Ya no se busca un impacto, se busca relación a medio-largo plazo.

Así, para aplicar una estrategia de marketing digital efectiva, hay que tener en cuenta que:

  • Nos encontramos ante una alta exigencia de transparencia por parte de los consumidores.
  • El acceso a un mercado cada vez más global y la velocidad a la que se producen los cambios determina que los negocios deben cambiar la forma de trabajar y de comunicar a todos los niveles.

Es decir, hay que pensar más en mantener relaciones con sus consumidores y no solo impactarlos de forma puntual.

Aunque son muchas las ventajas del marketing digital, a la hora de fidelizar a clientes podemos destacar que, los consumidores compran más y recurren más a la marca al conocerla desde hace tiempo y tener un vínculo emocional con ella. De hecho, está demostrado que la fidelización reduce más costes que el coste que generan las estrategias para conseguir nuevos clientes.

Según Philip Kotler, importante economista americano, cuesta entre 5 a 7 veces más caro conseguir un nuevo cliente que mantener a uno antiguo.

¿Te animas a buscar esa relación con tus clientes a largo/plazo?


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