¿En qué consiste el marketing digital 101? Evolución desde sus inicios hasta nuestros días

March 29, 2016 Back to blog

Si bien el mundo digital evoluciona constantemente, a día de hoy la definición de marketing digital podría ser la siguiente…

 

El marketing digital se puede definir como “la aplicación de las estrategias de comercialización llevadas a cabo en los medios digitales”. También se define como “el marketing interactivo, enfocado, medible, que se realiza usando tecnologías digitales con el fin de alcanzar y crear prospecto de cliente en consumidores”.

 

Pero, ¿cómo empezó todo?

 

A partir de los años 60 el marketing comienza a preocuparse por aspectos de la vida social de sus clientes. Después, en los 70 y 80 surge lo que llamamos el mercadeo social. Se empieza a tener en cuenta los efectos sociales de las prácticas del mercado. Concretamente, en 1973 comienza la era digital.

Este mismo año, Motorola realiza la primera llamada por teléfono móvil. En 1981, IBM lanza el primer ordenador. Y tres años después, Apple lanza su primer Macintosh, anunciado en la Super Bowl con una audiencia del 48% en EE.UU.

A principios de los 90, llega el 2G –precursor de la televisión en el móvil-. En los 90 y los 2000, el marketing recoge una visión más estratégica, en la que necesita reinventarse con nuevos métodos. Nos comenzamos a acercar más a la marca y al consumidor.

customer-magnet-1019871_1920

Inbound marketing:

 

En 2003-2004 se lanzan las redes sociales: MySpace, Linkedin… Y en 2010 es cuando comenzamos a enfocarnos en lo que llamamos inbound marketing: marketing multidireccional pensado en el cliente.

Poco a poco las empresas comprenden que el coste de hacer inbound marketing resulta ser más beneficioso para éstas que poner dinero en campañas por televisión, radio, etc. Además, nos permite servirnos de la segmentación para alcanzar con más exactitud al target deseado. Estamos ante la era de la interconectividad.

 

¿A dónde llegaremos con todo esto?

 

En 2016, el número de usuarios de Smartphone en todo el mundo ya es de dos mil millones. Y en cuanto a tablets, ya son más de mil millones de personas que poseen una. Esto nos permite ya hacernos una idea de hacia dónde nos dirigimos. Se espera que para 2018, la cifra de personas usando tablets sea de mil millones y medio.

Hemos salido del mercado para centrarnos en el comprador. De ahí hemos pasado al cliente, pero con toda nuestra atención puesta a día de hoy en la “persona”. La clave está en identificar el comportamiento de las personas que consumen nuestros productos.

online-marketing-1246457_1920

 

Marketing tradicional vs. Marketing digital

Lo primero que tenemos que tener en cuenta es que el segundo viene derivado del primero. El marketing tradicional es “cualquier tipo de marketing que empuja productos y servicios a los consumidores”. Mientras que el marketing digital es “un conjunto de tácticas que se basan en ganar el interés del público en vez de comprarlo”.

 

Marketing tradicional:

  • – La comunicación es de una sola vía.
  • – Los consumidores son buscados: vía impresa, TV, espectaculares, radio, propaganda.
  • – Marketing donde no se puede medir el impacto.
  • – Marketing que raramente procura entender y educar.

 

Marketing digital:

  • – La comunicación es interactiva y bidireccional.
  • – Los consumidores vienen a nosotros a través de motores de búsqueda, indicaciones y social media.
  • – Marketing donde se puede medir y analizar el impacto.
  • – Marketing que procura entender y educar.

 

El plan de Marketing Digital:

 

El plan de marketing digital es una documento que recoge los objetivos y estrategias de una empresa en el entorno digital.  Sirve para trazar una línea con los pasos a seguir para alcanzar unas metas determinadas, ya que siempre responde a dos preguntas:

  • – ¿Qué deseo conseguir?
  • – ¿Cómo puedo conseguirlo?

 

Un plan de marketing digital es totalmente necesario si queremos que los esfuerzos que realizamos en marketing online resulten efectivos.

 

Según Philip Kotler, reconocido como la mayor autoridad mundial en marketing, el marketing tradicional ha quedado obsoleto y por ello debe evolucionar hacia un marketing mucho más acorde con las necesidades de nuestros tiempos.

A continuación, publicamos una infografía en donde se resume la evolución del marketing, desde 1950 hasta nuestros días:

evolucion-marketing

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