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Inbound marketing: técnica implementada por empresas digitales

| Lunes 10 de Septiembre, 2018

Para los consumidores de hoy, el internet es la fuente principal de información para realizar decisiones de compra, por lo que las empresas tratan de adaptar esta nueva metodología, comunicándose de una mejor manera con sus clientes.

Una de ellas es el Inbound marketing, una metodología que combina técnicas de marketing y publicidad no intrusivas, cuya finalidad es contactar con un usuario al inicio de su proceso de compra y acompañarle hasta la transacción final.

Claudia Rosales Castro, especialista en mercado digital en la agencia Clicktal, la considera importante, ya que genera valor en el mercado meta.

“Es muy atractivo para cualquier negocio, pues son los consumidores quienes buscan nuestros servicios y no la empresa a los consumidores. Solo hay que estar en los canales adecuados y con contenido de valor”, comentó Rosales Castro.

Cristhian Fuentes Esquivel, socio fundador y director general de la agencia digital ORSON, explicó que uno de los aspectos más importantes es entender el ciclo del consumidor que empieza desde el momento en que se conoce un producto, hasta que se finaliza con la compra.

“Todo comienza cuando el consumidor ingresa a un buscador de google y se informa acerca del producto de su interes, y probablemente esa búsqueda lo guíe por ejemplo a un Blog, lo que le permitirá leer y educarse un poco más. Una vez hecho esto, puede que ese consumidor luego de haber visto todas las recomendaciones posibles, vayan a Amazon o a una tienda digital. Entonces es básicamente este proceso al que le conocemos como Inbound Marketin”, manifestó Fuentes.

Mientras que para Felipe Soza Rojas, encargado de mercadeo en la agencia digital Jonti Code Design, el inbound marketing adquiere un espacio más personal con el cliente, donde no es el consumidor quien va a buscar a la compañía, sino vicerversa, contrario a lo que comentó Rosales Castro.

Soza Rojas agregó que esta nueva técnica llegó para hacer sentir y despertar una emoción al cliente al momento de su acompañamiento durante las transacciones u operaciones dentro de un sitio web, o del espacio de compra de una determinada empresa.

Ventajas del Inbound Marketing

Esta técnica ha cambiado la manera en cómo se hacían las cosas con el marketing tradicional, puesto que ya no se trata de perseguir a los clientes, sino que atraerlos. Para ello es que según los expertos, el inbound marketing tiene ventajas específicas, entre las cuales están:

  • Llegar directo al inbox de los clientes
  • Realizar acciones de marketing menos invasivas y que generen un mayor engagement
  • Manera más sencilla y económica de hacer llegar los mensajes
  • Potencia la marca y confianza de los usuarios en la misma
  • Mayor entendimiento del ciclo del consumidor
  • Permite que se genere una base de datos con clientes potenciales.

Beneficio mutuo

Una de las mayores satisfacciones generadas por el inbound marketing, es que tanto la empresa como el cliente se benefician, esto porque la empresa, agencia o negocio que lo implemente, ha entendido la integralidad de las comunicaciones comerciales. Y al mismo tiempo, el cliente recibe la información de su interés de manera no intrusiva.

Para Soza Rojas, la empresa se conecta con los clientes de manera más directa y personal, mientras que los compradores terminan ganando porque consumen publicidad la cual no se tiene que ir a buscar, ya que llega directo al correo electrónico de cada persona.

Así mismo, Rosales Castro comentó que esta técnica permite un balance, ya que el consumidor al no recibir información de manera invasiva, se le permite informarse para que tome decisiones acertivas, y en el caso de la empresa, al darse una mayor simplificación en el trabajo de las ventas.

No obstante, Fuentes Esquivel mencionó que si la empresa utliza este método, es porque logró comprender la integralidad de la metodología de esta nueva técnica, lo cual ya es ganancia. Empero, el beneficio que genera en las personas, es esa relación de contenido que se genera.

Por su parte, los especialistas comprenden que es bueno que se les vea como asesores y no solamente como vendedores, ya que uno de los objetivos principales de esta metodología, es hacer sentir cómodo al cliente con su  respectivo seguimiento antes, durante y al final de su compra.

 

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