{"id":5965,"date":"2021-01-26T10:00:16","date_gmt":"2021-01-26T15:00:16","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5965"},"modified":"2021-01-18T17:11:59","modified_gmt":"2021-01-18T22:11:59","slug":"marketing-todo-lo-que-necesitas-saber-sobre-el-marketing-experiencial","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/marketing-todo-lo-que-necesitas-saber-sobre-el-marketing-experiencial\/","title":{"rendered":"Marketing: Todo lo que necesitas saber sobre el marketing experiencial"},"content":{"rendered":"<p>En pleno siglo XXI debemos tener en cuenta que la satisfacci\u00f3n del cliente ya no es suficiente y se da por descontada. Un cliente que decide invertir dinero y tiempo en nuestra empresa cree que su trato va a ser bueno y no lo valora como antes.\u00a0<strong>Para diferenciarnos del resto de compa\u00f1\u00edas hacen falta experiencias<\/strong>, fuentes de emociones que act\u00faan como el motor de la toma de decisiones. El futuro no es para las empresas que no act\u00faen de forma experiencial en sus estrategias. Tenemos que darnos cuenta que hemos pasado\u00a0de un marketing tradicional a uno m\u00e1s experiencial.<\/p>\n<h2><strong>\u00bfQu\u00e9 es el marketing experiencial?<\/strong><\/h2>\n<p>Seg\u00fan la RAE, la experiencia es hecho de haber sentido, conocido o presenciado. Si le a\u00f1adimos el t\u00e9rmino \u00abmarketing\u00bb, la definici\u00f3n evoluciona hacia la<strong>\u00a0estrategia o filosof\u00eda de crear experiencias para conseguir llegar al cliente de forma creativo y memorable mientras se consigue crear v\u00ednculos emocionales entre consumidores y marcas<\/strong>. Una vez clara la definici\u00f3n del marketing de experiencias, cabe se\u00f1alar que lo m\u00e1s importante es el foco, es decir, el cliente y no el producto o la marca.<\/p>\n<p>Las marcas que son capaces de estimular nuestros sentidos de forma positiva, nos hacen<strong>\u00a0vivir experiencias que despu\u00e9s permanecer\u00e1n en la mente de nuestro consumidor<\/strong>. El placer sensorial est\u00e1 compuesto por las emociones y los sentimientos que generan estas experiencias, las cuales son esenciales para la toma de decisiones.<\/p>\n<h2><strong>\u00bfC\u00f3mo realizar una acci\u00f3n de marketing experiencial?<\/strong><\/h2>\n<p>Realmente no existe una gu\u00eda concreta sobre experiencias en marketing.\u00a0<strong>Cada marca es distinta y cada persona un mundo<\/strong>. Antes de embaucarnos en una experiencia concreta, deberemos estudiar a nuestro p\u00fablico objetivo para saber qu\u00e9 busca o qu\u00e9 quiere. Por tanto, nuestro primer paso ser\u00eda investigar qu\u00e9 sienten los usuarios al interactuar con nuestra marca.<\/p>\n<p>En segundo lugar, deberemos definir el objetivo que queremos alcanzar, siempre en l\u00ednea con la marca, e identificar con precisi\u00f3n el target al que se destina la acci\u00f3n. M\u00e1s tarde habr\u00e1 que dise\u00f1ar la experiencia, lo que viene siendo la parte creativa de nuestra estrategia. Sin olvidar de\u00a0<strong>calcular los costes y el ROI para que la inversi\u00f3n sea rentable<\/strong>. Por \u00faltimo, determinaremos las m\u00e9tricas a tener en cuenta en el cumplimiento de objetivos.<\/p>\n<p>Lo que s\u00ed podemos establecer son una serie de\u00a0<strong>tips para tener en cuenta lo importante a la hora de establecer una estrategia de marketing experiencial<\/strong>:<\/p>\n<p>1. El cliente es el centro de la estrategia<\/p>\n<p>2. Apostamos por la creatividad<\/p>\n<p>3. Involucrar a los usuarios para que recuerden la marca<\/p>\n<p>4. Reflexionar el lugar, tanto f\u00edsico como digital, en el que implantemos la estrategia<\/p>\n<p>5. Las experiencias tienen que ser \u00fatiles para humanizar la marca<\/p>\n<p>6. El storytelling es una herramienta \u00fatil y fundamental<\/p>\n<p>Fuente:\u00a0<a href=\"https:\/\/www.america-retail.com\/marketing\/marketing-todo-lo-que-necesitas-saber-sobre-el-marketing-experiencial\/\">https:\/\/www.america-retail.com\/marketing\/marketing-todo-lo-que-necesitas-saber-sobre-el-marketing-experiencial\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En pleno siglo XXI debemos tener en cuenta que la satisfacci\u00f3n del cliente ya no es suficiente y se da por descontada. Un cliente que decide invertir dinero y tiempo en nuestra empresa cree que su trato va a ser bueno y no lo valora como antes.\u00a0Para diferenciarnos del resto de compa\u00f1\u00edas hacen falta experiencias, [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":5840,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-5965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing: Todo lo que necesitas saber sobre el marketing experiencial | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/marketing-todo-lo-que-necesitas-saber-sobre-el-marketing-experiencial\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing: Todo lo que necesitas saber sobre el marketing experiencial | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"En pleno siglo XXI debemos tener en cuenta que la satisfacci\u00f3n del cliente ya no es suficiente y se da por descontada. 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