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El Marketing Digital Centrado en Clientes, Parte 1. Antecedentes

Jorge Alvarez- lunes, agosto 15, 2011

Seguimos en el esfuerzo de poder identificar mejores formas para atender a nuestros Clientes, pero no nos damos cuenta, que el foco es y ha sido, hacia NUEVOS Clientes y NO hacia nuestra Base instalada, que podría ser más redituable para nuestra Empresa, ya que con los Medios Digitales, podríamos manejar una estrategia excelente.

Antecedentes

El enfoque tradicional.- es el Embudo de Marketing, basado en que la mayoría de las actividades de Marketing en línea, están orientadas en el proceso de tomar una gran población, (compuesta de personas que pueden o no estar familiarizadas con tu compañía), y canalizarlas a través del proceso de ventas.

Los niveles en el Marketing de embudo, se basan en el concepto de AIDA:

Embudo de Marketing resized 600

"Awarenes".- Marketing crea en primer lugar, campañas destinadas a obtener nuevos visitantes, haciendo a los prospectos más conscientes de lo que ofrecen. Esto, a menudo lleva la forma de publicidad, redacción de contenidos para publicaciones relevantes, y otras actividades de construcción de marca.

"Interest".- La toma de conciencia de clientes potenciales, los lleva a una página web o de aterrizaje, en donde pueden visitar y explorar el contenido. La gente de Marketing espera que en este primer período de resultados de la búsqueda del prospecto, genere mayor interés y motivación hacia la meta de compra.

"Decision".- Si Marketing logra su objetivo, se podrá acumular suficiente interés en su producto o servicio, y el cliente potencial se decidará a tomar cualquier acción o abandonar la interacción.

"Action".- El resultado esperado del embudo es conseguir que una persona compre o tome alguna otra importante acción. Si lo hacen, se les considera una venta y el Marketing hacia ellos es considerado un éxito.

Después de que se realiza la venta, la atención de Marketing se vuelve (normalmente), hacia el Awareness", en la parte superior del embudo. El ciclo comienza de nuevo y se esperan atraer nuevos prospectos para ventas.

En general, el embudo de marketing ayuda a los mercadologos a concentrarse alrededor del proceso en la toma de decisiones por la que pasan los clientes,... que ayuda a ilustrar este complicado proceso.

Es por eso que ha sido la definición del modelo de Marketing en los últimos 100 años, siendo ya obsoleto.

El embudo de marketing tradicional se caracteriza por lo siguiente:

• La mayor parte se centra en la sensibilización y dirigir la atención del prospectos a un producto o servicio.

• Enfocado sobre todo en las personas que no están familiarizadas con el Negocio.

• Se usa para tratar las interacciones comerciales, como hechos (ventas) de una sola vez, y que ocurren en un período corto de tiempo.

• Por lo general se detiene la interacción cuando se realiza la venta, y lo considera un éxito hasta ese punto.

• Invierte primero en dirigir el tráfico nuevos de nuevos prospectos vs a retener el tráfico de clientes existentes.

¿Qué problemas se tiene con este antiguo concepto de Marketing?, enuméralos…

Espero le sirva a tu Empresa, tus comentarios son muy importantes... y son bienvenidos
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