{"id":19649,"date":"2020-02-27T00:00:00","date_gmt":"2020-02-27T00:00:00","guid":{"rendered":"https:\/\/www.isdi.education\/mx\/88-de-los-marketeros-abandona-el-marketing-tradicional\/"},"modified":"2025-06-25T17:00:54","modified_gmt":"2025-06-25T17:00:54","slug":"88-de-los-marketeros-abandona-el-marketing-tradicional","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/mx\/blog\/88-de-los-marketeros-abandona-el-marketing-tradicional","title":{"rendered":"Marketeros cambian marketing tradicional por omnicanalidad"},"content":{"rendered":"
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Por Mauricio Cabrera<\/strong><\/p>\n

El t\u00e9rmino empieza a ser de lo m\u00e1s trillado. Pero en la pr\u00e1ctica, aunque muchos no paren de repetirla, son pocos los que lo han logrado. Y es que adopci\u00f3n no significa \u00e9xito, es apenas el primer paso en la b\u00fasqueda por entregar un mensaje y comunicaci\u00f3n homog\u00e9nea al cliente en cada momento de su relaci\u00f3n con nuestro producto o servicio.<\/p>\n

De acuerdo a la tercera edici\u00f3n del Customer Engagement Report realizado por Merkle, un 88% de los marketeros ha comprendido que las campa\u00f1as tradicionales deben virar hacia estrategias que atiendan la omnicanalidad.<\/p>\n

Las marcas, seg\u00fan este reporte, han logrado tener gran visibilidad respecto al customer journey en canales digitales. Un 84% dice estar recibiendo inteligencia respecto al cliente en plataformas como sus propios sitios, redes sociales y correo electr\u00f3nico; sin embargo, solo entre un 59% y un 44% dice tener claridad respecto al customer journey cuando se trata de canales offline o en medios masivos.<\/p>\n

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\u00a088% de los marketeros ha comprendido que las campa\u00f1as tradicionales deben virar hacia estrategias que atiendan la omnicanalidad.<\/strong><\/p>\n<\/blockquote>\n

M\u00e1s all\u00e1 de los desaf\u00edos para integrar la data de los clientes en los distintos puntos de contacto, un deseo inconcluso para las marcas es el de personalizaci\u00f3n en tiempo real, es decir, c\u00f3mo capitalizar la informaci\u00f3n con que se cuenta para entregar experiencias y servicios a los clientes.<\/p>\n

Las m\u00e9tricas siguen provocando confusi\u00f3n\u00a0<\/strong><\/p>\n

Aunque se trata de un tema prioritario para los negocios, solo un 54% de los mercad\u00f3logos en Estados Unidos ha implementado estrategias de personalizaci\u00f3n en cinco o m\u00e1s canales, tres puntos por debajo del Reino Unido, que tiene 57%.<\/p>\n

La falta de claridad en las m\u00e9tricas es uno de los mayores pain points para mercad\u00f3logos y empresas. Seg\u00fan este reporte, solo un 54% dice tener claridad respecto a lo que se est\u00e1 midiendo, y por ende a lo que interesa a la empresa. Mientras que un 23% solo cuenta con un DMP (Data Management Platform).<\/p>\n

Casos exitosos de omnicanalidad en M\u00e9xico\u00a0<\/strong><\/p>\n

De acuerdo a Ricardo Rivera, director de Mercadotecnia de Best Buy en M\u00e9xico, su estrategia omnicanal ya presenta resultados positivos a un a\u00f1o de su implementaci\u00f3n.<\/p>\n

En declaraciones publicadas por El Financiero, Rivera asegura que cuatro de diez clientes de su tienda en l\u00ednea compran a trav\u00e9s del sitio, pero acuden a un establecimiento f\u00edsico para recoger su producto. La clave ha sido, seg\u00fan comenta, la capacidad de entregar un producto en tienda cuarenta y cinco minutos despu\u00e9s de haber sido adquirido en l\u00ednea.<\/p>\n

Entre los insights que comparti\u00f3, se encuentra el que un 68% de los compradores de electr\u00f3nicos toman la decisi\u00f3n de adquirir un producto a trav\u00e9s de la tienda en l\u00ednea.<\/p>\n

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Superama ha habilitado un esquema que permite pedir la despensa directo desde WhatsApp<\/strong><\/p>\n<\/blockquote>\n

Walmart en M\u00e9xico, con Bodega Aurrer\u00e1 como principal plataforma, tambi\u00e9n ha \u201cpresumido\u201d sus resultados, asegurando que las ventas en l\u00ednea han crecido un 38%. Su m\u00e1s reciente innovaci\u00f3n se produjo a trav\u00e9s de Superama, que ha habilitado un esquema que permite pedir la despensa directo desde WhatsApp, sin tener que realizar ning\u00fan paso adicional en otras plataformas. En este caso, el cobro se realiza contra entrega, ya sea en el domicilio se\u00f1alado o acudiendo a la sucursal elegida para recoger el pedido.<\/p>\n

Como movimiento estrat\u00e9gico, Walmart a nivel global ha anunciado la uni\u00f3n de los departamentos de compras f\u00edsicas y en l\u00ednea para realizar una integraci\u00f3n que ponga al usuario y al viaje que sigue para adquirir un producto, en el centro de la comunicaci\u00f3n de la empresa.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

El presente del marketing que muchos consideran el futuro<\/p>\n","protected":false},"author":1,"featured_media":19648,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[51],"tags":[],"class_list":["post-19649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"acf":[],"yoast_head":"\nMarketeros cambian marketing tradicional por omnicanalidad<\/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.isdi.education\/mx\/blog\/88-de-los-marketeros-abandona-el-marketing-tradicional\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketeros cambian marketing tradicional por omnicanalidad\" \/>\n<meta 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