{"id":1904,"date":"2011-10-31T06:39:10","date_gmt":"2011-10-31T11:39:10","guid":{"rendered":"http:\/\/www.urbecom.com\/blog\/?p=1904"},"modified":"2011-10-31T06:39:10","modified_gmt":"2011-10-31T11:39:10","slug":"inbound-marketing-%c2%bfen-que-consiste","status":"publish","type":"post","link":"https:\/\/www.urbecom.com\/blog\/inbound-marketing-%c2%bfen-que-consiste\/","title":{"rendered":"Inbound M\u00e1rketing, \u00bfen qu\u00e9 consiste?"},"content":{"rendered":"<p style=\"text-align: justify;\">El proceso de <a href=\"http:\/\/urbecom.com\" target=\"_blank\"><strong>crear una tienda online<\/strong><\/a> puede ser largo y costoso, y finalmente reportarnos un resultado muy satisfactorio; pero no sirve de nada si no estamos al tanto de las novedades que se cuecen en el <strong>m\u00e1rketing en Internet<\/strong>. El mundo del<strong> e-commerce <\/strong>cambia constantemente y se adoptan nuevos t\u00e9rminos cada d\u00eda, en un intento de catalogar las tendencias al alza que surgen de forma vertiginosa. Algunas de ellas son de puro sentido com\u00fan, como es el caso de la denominaci\u00f3n que veremos hoy: <strong>inbound m\u00e1rketing<\/strong>.<\/p>\n<p style=\"text-align: justify;\">El opuesto a este t\u00e9rmino es <strong>outbound m\u00e1rketing<\/strong>. \u00c9ste viene a significar algo similar a \u201cm\u00e1rketing generado fuera\u201d, y no es otra cosa que la forma tradicional de realizar publicidad y difusi\u00f3n de un producto antes de que Internet existiera. El mundo de la publicidad siempre se ha caracterizado por parapetarse tras un muro y mandar sus mensajes a trav\u00e9s de \u00e9l; una divisi\u00f3n que los receptores hab\u00edan asimilado de forma natural, y en cuyo juego entraban sin discusi\u00f3n alguna. Nadie pon\u00eda en duda que un anuncio era simplemente un mundo ficticio, y que el juego de sombras y espejos que se nos presentaba en \u00e9l ten\u00eda como finalidad el movernos a consumir el producto determinado.<a href=\"http:\/\/www.urbecom.com\/blog\/wp-content\/uploads\/2011\/10\/inbound.jpg\"><img loading=\"lazy\" class=\"alignright size-full wp-image-1905\" title=\"inbound\" src=\"http:\/\/www.urbecom.com\/blog\/wp-content\/uploads\/2011\/10\/inbound.jpg\" alt=\"\" width=\"377\" height=\"322\" srcset=\"https:\/\/www.urbecom.com\/blog\/wp-content\/uploads\/2011\/10\/inbound.jpg 377w, https:\/\/www.urbecom.com\/blog\/wp-content\/uploads\/2011\/10\/inbound-300x256.jpg 300w\" sizes=\"(max-width: 377px) 100vw, 377px\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">Pero la llegada de la Red, y de esa forma de <strong>participaci\u00f3n de los usuarios<\/strong> que se ha dado en llamar <strong>2.0<\/strong>, ha derribado esa muralla. Ahora los productos y servicios est\u00e1n expuestos a nuestro mismo nivel. Y, lo que es m\u00e1s, el t\u00e9rmino \u201canuncio\u201d ha adquirido un significado peyorativo y francamente negativo cuando se asocia a una palabra mucho m\u00e1s reciente: <strong>\u201cspam\u201d<\/strong>. Queremos que nos informen, que nos convenzan, s\u00ed\u2026 pero no que nos bombardeen con contenidos hasta la saciedad mientras navegamos.<\/p>\n<p style=\"text-align: justify;\"><strong>El inbound m\u00e1rketing supone la asimilaci\u00f3n de esta nueva realidad,<\/strong> de las nuevas reglas del juego. Supone basar la difusi\u00f3n, la publicidad y el m\u00e1rketing de una firma en los siguientes aspectos:<\/p>\n<p style=\"text-align: justify;\"><strong>-Comunicaci\u00f3n interactiva<\/strong>, en dos v\u00edas. Feedback del usuario.<\/p>\n<p style=\"text-align: justify;\"><strong>-Los clientes son los que llegan hasta el servicio o producto (a trav\u00e9s de buscadores, redes sociales, etc.)<\/strong>, en lugar de ser el producto el que se esfuerza en llegar a ellos.<\/p>\n<p style=\"text-align: justify;\"><strong>&#8211;<\/strong>Los vendedores deben mostrar su <strong>valor de marca de forma clara y diferenciada.<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>&#8211;<\/strong>Los vendedores tambi\u00e9n deben buscar <strong>entretener e incluso educar <\/strong>a sus interlocutores.<\/p>\n<p style=\"text-align: justify;\">Las personas tienen ahora<strong> el control de la informaci\u00f3n que reciben<\/strong>, e incluso pueden utilizar sus mismas herramientas. Por eso, es importante que se utilicen \u00e9stas para conseguir cercan\u00eda: el SEO debe servir para identificar las necesidades reales, cambiantes, de cada perfil; los blogs, podcasts o p\u00e1ginas de fans para establecer conversaciones veraces y en tiempo real; las infograf\u00edas para poner las estad\u00edsticas al alcance de cualquiera\u2026 y un largo etc\u00e9tera.<\/p>\n<p style=\"text-align: justify;\">Como vemos, son t\u00e9cnicas que todos damos por hechas en el mundo del m\u00e1rketing actual. Pero no est\u00e1 de m\u00e1s reflexionar sobre el cambio social que las ha motivado y sobre la nueva realidad de la informaci\u00f3n que se mueve a nuestro alrededor. S\u00f3lo comprendiendo esta base podremos hacer un buen uso de todas las herramientas que se ponen a nuestra disposici\u00f3n.<\/p>\n<p style=\"text-align: justify;\">\n<p style=\"text-align: justify;\">Fuente imagen:<a href=\"http:\/\/info.tmrdirect.com\/Portals\/69576\/images\/Inbound%20Outbound.PNG\" target=\"_blank\"> TMR direct<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El proceso de crear una tienda online puede ser largo y costoso, y finalmente reportarnos un resultado muy satisfactorio; pero no sirve de nada si no estamos al tanto de las novedades que se cuecen en el m\u00e1rketing en Internet. El mundo del e-commerce cambia constantemente y se adoptan nuevos t\u00e9rminos cada d\u00eda, en un [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[17,399],"tags":[177,450,37,451,54],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inbound M\u00e1rketing, \u00bfen qu\u00e9 consiste? - Blog de comercio electr\u00f3nico, Ecommerce y Marketing Online | urbeCOM<\/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.urbecom.com\/blog\/inbound-marketing-\u00bfen-que-consiste\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inbound M\u00e1rketing, \u00bfen qu\u00e9 consiste? - Blog de comercio electr\u00f3nico, Ecommerce y Marketing Online | urbeCOM\" \/>\n<meta property=\"og:description\" content=\"El proceso de crear una tienda online puede ser largo y costoso, y finalmente reportarnos un resultado muy satisfactorio; pero no sirve de nada si no estamos al tanto de las novedades que se cuecen en el m\u00e1rketing en Internet. 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