17 agosto 2021

La Influencia del Marketing Estratégico en la transformación digital empresarial

Por Yesandra Escobar .

Desde que inicié mi carrera de Marketing, en el año 2006, vivo apasionadamente enamorada de mi profesión, siempre en constante aprendizaje y de la mano de excelentes mentores a los que le debo mucho de lo que hoy tengo como experiencia. Durante varios años tuve la oportunidad, tanto en Venezuela (mi país de origen), como en Perú (donde resido actualmente) de apoyar el desarrollo de diferentes marcas y empresas a enfocarse en sus negocios, planificarse y obtener mejores resultados utilizando estrategias efectivas de marketing y comunicación.

¿Cómo influye el Marketing Estratégico en el desarrollo o crecimiento de sus negocios? Es importante resaltar, que existen dos vertientes complementarias del marketing, el estratégico que se enfoca en el mediano y largo plazo y el operativo que se enfoca en el corto plazo, este último es el más visible, sin embargo hoy me enfocaré en el marketing estratégico, al que podríamos denominar el inicio de todo ya que, para que el marketing operativo tenga éxito, previamente debe existir un análisis y la creación de una serie de estrategias que se trabajan en la dimensión del marketing estratégico.

¿Qué es el Marketing estratégico?

El marketing estratégico es una metodología de análisis y conocimiento del mercado, con el objetivo de detectar oportunidades que ayuden a la empresa a satisfacer las necesidades de los consumidores de una forma óptima y eficiente.

No podemos crear bienes y servicios para posteriormente intentar venderlos. Esta visión hace tiempo que dejó de funcionar. Ahora debemos analizar que necesitan los clientes para después crear productos o servicios enfocados a satisfacer las necesidades detectadas. En esta época de pandemia muchas personas tuvieron que repensar sus modelos de negocios y ver cuál era la necesidad real del mercado y a partir de ello crear nuevos productos o servicios para cubrirlas y también para que sus negocios pudieran seguir con vida.

El objetivo del marketing estratégico es satisfacer necesidades no cubiertas que supongan oportunidades económicas rentables para la empresa. Cuando se trabaja la parte estratégica del marketing se deben descubrir nuevos mercados a los que nos vamos a dirigir, analizar el atractivo de dichos mercados, evaluar el ciclo de vida de los productos con los que vamos a trabajar, estudiar a nuestros competidores y además encontrar una ventaja competitiva duradera en el tiempo y por supuesto difícil de imitar por la competencia.

Por ejemplo, el modelo de negocio de las llamadas cocinas ocultas se consolido más en esta pandemia. El sector de restaurantes fue uno de los más golpeados, entonces ¿Qué pensaron estos empresarios? no puedo pagar un local, pero puedo producir desde casa y con el servicio delivery complementar un nuevo servicio que pueda cubrir la necesidad de muchas personas que trabajan todo el día, de manera remota en casa y no les da tiempo de cocinar. Entonces se creó un nuevo nicho de mercado de personas que tienen la necesidad de comprar sus comidas a través de diversos canales digitales y a su vez estos empresarios pudieron mantener su negocio de cocina activo.

Este es un buen ejemplo de marketing estratégico, estos dueños de restaurantes, al ver la situación, primero analizaron el mercado, detectaron oportunidades y crearon el servicio para este nicho de mercado que tenía una necesidad, la cubrieron satisfactoriamente y sus negocios continuaron.

Y ustedes, ¿Ya revisaron la situación actual de su sector de negocios? ¿Se están replanteando nuevas estrategias?

En mis más de 10 años de experiencia he ayudado a muchas marcas de diferentes rubros (gastronomía, salud, tecnología, servicios, financieras, construcción, alimentos, deportes), a lograr desarrollar su plan estratégico, lanzarse al mercado o consolidarse, siempre de la mano las nuevas tendencias y herramientas efectivas, con un proceso de análisis y planificación.

Si quieres conocer más sobre este tema o necesitas apoyo en tu proceso de revisión y planificación estratégica, podemos conectar y conversar, con gusto puedo apoyarte.

Yesandra Escobar

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