{"id":18995,"date":"2021-06-14T09:15:59","date_gmt":"2021-06-14T07:15:59","guid":{"rendered":"https:\/\/acumbamail.com\/blog\/?p=18995"},"modified":"2022-08-07T16:55:07","modified_gmt":"2022-08-07T14:55:07","slug":"marketing-sostenible","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/marketing-sostenible\/","title":{"rendered":"Marketing sostenible: qu\u00e9 es y c\u00f3mo lograrlo"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u00bfSabes qu\u00e9 es el <\/span><em><span style=\"font-weight: 400;\">marketing <\/span><\/em><span style=\"font-weight: 400;\">sostenible? Se trata de una variante del marketing que tiene en cuenta la <\/span><strong>sostenibilidad a la hora de trazar sus estrategias.<\/strong><span style=\"font-weight: 400;\"> Te contamos m\u00e1s sobre esta forma de consumo responsable y sus <\/span><strong>ventajas en el mercado.<\/strong><\/p>\n\n<h2>Qu\u00e9 es el marketing sostenible<\/h2>\n<p><span style=\"font-weight: 400;\">El <\/span><strong><em>marketing <\/em><\/strong><strong>sostenible<\/strong><span style=\"font-weight: 400;\"> no es m\u00e1s que el <\/span><em><span style=\"font-weight: 400;\">marketing <\/span><\/em><span style=\"font-weight: 400;\">tradicional, pero teniendo presente la idea de sostenibilidad en todas sus fases. En las \u00faltimas d\u00e9cadas ha ido cambiando el contexto de compra, los comportamientos de los clientes y <a href=\"https:\/\/acumbamail.com\/blog\/buenas-practicas-marketing\/\">su forma de pensar respecto al consumo<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ahora con cada compra se busca la sostenibilidad, cosa que aporta valor a\u00f1adido tanto a la empresa como a la marca. El <\/span><em><span style=\"font-weight: 400;\">marketing <\/span><\/em><span style=\"font-weight: 400;\">sostenible persigue ofrecer un <\/span><strong>consumo responsable, cuidando los recursos del planeta, operando de un modo \u00e9tico y velando por la calidad del trabajo.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Para entenderlo mejor vamos a ver los <\/span><strong>4 principios b\u00e1sicos del <\/strong><strong><em>marketing mix<\/em><\/strong> <span style=\"font-weight: 400;\">enunciados por E. Jerome McCarthy que definen la pr\u00e1ctica del <\/span><em><span style=\"font-weight: 400;\">marketing <\/span><\/em><span style=\"font-weight: 400;\">cl\u00e1sico, tambi\u00e9n conocidos como 4 P:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Producto <\/span><em><span style=\"font-weight: 400;\">(Product)<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Precio <\/span><em><span style=\"font-weight: 400;\">(Price)<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Distribuci\u00f3n <\/span><em><span style=\"font-weight: 400;\">(Placement)<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Promoci\u00f3n \/ Comunicaci\u00f3n <\/span><em><span style=\"font-weight: 400;\">(Promotion)<\/span><\/em><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A estos, a\u00f1os m\u00e1s tarde se les suman las <\/span><strong>3 P del <\/strong><strong><em>marketing <\/em><\/strong><strong>sostenible<\/strong><span style=\"font-weight: 400;\"> o responsable:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Planeta <\/strong><em><span style=\"font-weight: 400;\">(Planet)<\/span><\/em><span style=\"font-weight: 400;\">: asegurarse de proteger el medioambiente, cuidar los recursos existentes y minimizar los impactos ambientales negativos.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Personas <\/strong><em><span style=\"font-weight: 400;\">(People)<\/span><\/em><span style=\"font-weight: 400;\">: velar por el bienestar de las personas de la empresa, ofreciendo un trabajo de calidad y un compromiso.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Beneficio <\/strong><em><span style=\"font-weight: 400;\">(Profit)<\/span><\/em><span style=\"font-weight: 400;\">: va m\u00e1s all\u00e1 del beneficio econ\u00f3mico, se trata de una versi\u00f3n m\u00e1s amplia, existe una misi\u00f3n, brindar un beneficio com\u00fan para la sociedad y el medioambiente.<\/span><\/li>\n<\/ul>\n<h2>Ventajas del marketing sostenible<\/h2>\n<h3>Uso eficiente de materiales<\/h3>\n<p><span style=\"font-weight: 400;\">En una producci\u00f3n bajo la filosof\u00eda sostenible <\/span><strong>se reutilizan recursos y se generan menos residuos, <\/strong><span style=\"font-weight: 400;\">lo cual favorece al medioambiente y puede reducir costes en las materias primas.<\/span><\/p>\n<h3>Disminuye la contaminaci\u00f3n<\/h3>\n<p><span style=\"font-weight: 400;\">Se revisan todos los <\/span><strong>procesos que intervienen en la fabricaci\u00f3n y venta<\/strong><span style=\"font-weight: 400;\"> de los productos para intentar <\/span><strong>causar el menor impacto ambiental:<\/strong><span style=\"font-weight: 400;\"> reciclando materiales, reduciendo emisiones CO\u2082, etc.<\/span><\/p>\n<h3>Mejora la retenci\u00f3n de empleados<\/h3>\n<p><span style=\"font-weight: 400;\">Una empresa que se preocupa por la <\/span><strong>sostenibilidad y por el bienestar de sus empleados<\/strong><span style=\"font-weight: 400;\"> lograr\u00e1 una mejor retenci\u00f3n y una mayor tasa de reclutamiento.<\/span><\/p>\n<h3>Favorece la imagen de marca<\/h3>\n<p><span style=\"font-weight: 400;\">Tener estrategias de marketing sostenible <\/span><strong>genera confianza entre los consumidores, logrando crear una base de clientes fieles.<\/strong><span style=\"font-weight: 400;\"> Adem\u00e1s, se trata de una ventaja competitiva respecto al resto de marcas.<\/span><\/p>\n<h2>Estrategias de marketing sostenible<\/h2>\n<p><span style=\"font-weight: 400;\">Vamos a ver algunos <\/span><strong>ejemplos de <\/strong><strong><em>marketing <\/em><\/strong><strong>sostenible<\/strong><span style=\"font-weight: 400;\"> en estrategias que han llevado a cabo las empresas en los \u00faltimos a\u00f1os:<\/span><\/p>\n<h3>Cambio de packaging y paquetes de env\u00edo<\/h3>\n<p><span style=\"font-weight: 400;\">Las marcas han visto la necesidad de <\/span><strong>utilizar materiales sostenibles o que se puedan reciclar, tanto en los envoltorios de sus productos como a la hora de realizar los env\u00edos<\/strong><span style=\"font-weight: 400;\">. Con tal de reducir el pl\u00e1stico, muchas han optado por un <em>packaging<\/em> biodegradable, compostable, hecho de materiales reciclados y reciclable de nuevo, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un <\/span><strong>ejemplo es la marca Cocunat<\/strong><span style=\"font-weight: 400;\">, que en gran parte de sus productos de belleza utiliza como material ca\u00f1a de az\u00facar reciclable en lugar de pl\u00e1stico y al hacer env\u00edos los protegen con un material similar al corcho hecho de ma\u00edz, 100 % biodegradable.<\/span><\/p>\n<h3>Concienciaci\u00f3n interna empresarial<\/h3>\n<p><span style=\"font-weight: 400;\">No se trata solo de <\/span><strong>aplicar nuevos procedimientos para reciclar y reducir emisiones<\/strong><span style=\"font-weight: 400;\">, sino que consiste en <\/span><strong>generar una conciencia empresarial<\/strong><span style=\"font-weight: 400;\">. Por ejemplo, se pueden poner facilidades a los empleados, ofreci\u00e9ndoles botellas de agua reutilizables, tazas, poniendo contenedores de reciclaje, ofreciendo cursos, estableciendo una v\u00eda de sugerencias, etc.\u00a0<\/span><\/p>\n<h3>Dedicar una parte de las ventas a una causa sostenible<\/h3>\n<p><span style=\"font-weight: 400;\">Muchas empresas <\/span><strong>dedican un porcentaje de la venta de un producto a un fin sostenible<\/strong><span style=\"font-weight: 400;\">, como plantar \u00e1rboles, regenerar ecosistemas de los que extraen materias primas, etc.<\/span><\/p>\n<h2><strong>Conclusiones<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Como ves, el <\/span><em><span style=\"font-weight: 400;\">marketing <\/span><\/em><span style=\"font-weight: 400;\">sostenible es pr\u00e1cticamente un estilo de vida. Si sigues estrategias sostenibles en tu empresa conseguir\u00e1s grandes ventajas no solo con respecto a tu marca, sino tambi\u00e9n de cara al medioambiente,<\/span><strong> beneficios que favorecen a toda la sociedad.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfSabes qu\u00e9 es el marketing sostenible? Se trata de una variante del marketing que tiene en cuenta la sostenibilidad a la hora de trazar sus estrategias. Te contamos m\u00e1s sobre esta forma de consumo responsable y sus ventajas en el mercado. Qu\u00e9 es el marketing sostenible El marketing sostenible no es m\u00e1s que el marketing [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":18994,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1497],"tags":[],"class_list":["post-18995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing sostenible: qu\u00e9 es y c\u00f3mo lograrlo<\/title>\n<meta name=\"description\" content=\"Te explicamos en qu\u00e9 principios se basa el marketing sostenible y c\u00f3mo conseguir ser una empresa m\u00e1s sostenible, a nivel externo e interno.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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