La convivencia necesaria del marketing tradicional y las nuevas estrategias del marketing digital, la verticalidad y la lateralidad para beneficio de la organización.
El Marketing Bimodal es una nueva forma de hacer marketing que se distingue de los procesos tradicionales, ya que se centra en productos y conceptos empresariales disruptivos fomentando la creatividad, Pensamiento 4.0 y Enfoque Bimodal Gerencial. Su propósito es desarrollar alternativas, mejorar lo existente, tomando diferentes caminos y aplicando procesos de innovación. Nosotros lo apalancamos, incorporando el modelo IDEAS:
Investigación: de mercados, contextualización de escenarios, segmentación, tendencias, analíticas de datos.
Desarrollo: de conceptos, productos, servicios, campañas, indicadores de gestión.
Estrategias: comunicacionales, promocionales, para medios tradicionales, alternativos y digitales.
Adaptación: de portafolios, procesos, cultura organizacional y enfoques comerciales.
Sostenibilidad: retorno de inversiones, análisis de indicadores de gestión, desempeño y resultados.
El Marketing Bimodal utiliza las herramientas y perspectiva del modelo tradicional de marketing vertical, basado en el análisis global del mercado y la posterior segmentación, aplicando estrategias de segmentación y posicionamiento, adaptando los productos o servicios, creando variedades desde lo general a lo concreto, mediante un proceso de pensamiento vertical, combinándolo con la mirada disruptiva del marketing lateral, reestructurando la información existente yendo de lo concreto a lo general, mediante un proceso de pensamiento menos selectivo, más exploratorio y creativo, es decir, un proceso de pensamiento lateral. Se aprovechan las ventajas de ambos modelos, desde la perspectiva de la bimodalidad.
Consideramos que este nuevo enfoque del Marketing Bimodal es el más adecuado para enfrentar los retos de estos tiempos de cambio y transformación, tanto de los mercados, hábitos de consumo y ecosistemas de negocios, como de las nuevas tecnologías y plataformas comunicacionales y relacionales. Cambios en la demanda, aceleración de la transformación digital, automatización de procesos, alineación cultural del talento humano a estos cambios, la necesidad de un enfoque solidario, basado en principios y valores, con el diseño de nuevas experiencias para nuestros clientes, ponen de manifiesto la necesaria mirada disruptiva, en cada fase del marketing mix, para adaptarse a los nuevos escenarios.
En nuestro caso, para la implementación del Marketing Bimodal en las organizaciones, utilizamos una mezcla de herramientas eficientes, tradicionales e innovadoras, de rápida implementación que permitan una revisión de la situación actual y su impacto en la organización, su sector, oportunidades, recursos y escenarios posibles, brindando a los líderes de la empresa y sus colaboradores, comprensión del contexto, identificación de nuevos paradigmas y adecuación a los escenarios emergentes.
Consideramos la flexibilidad y la resiliencia como principios fundamentales para incorporar nuestra propuesta de servicios a los requerimientos y expectativas de las organizaciones que acompañamos, así como nuestro compromiso con la empresa, sus valores y su gente.
Si quieres saber más de este tema o consideras que podemos acompañar a tu organización en este proceso de cambio y transformación, contáctanos, te escuchamos y te apoyamos.
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