{"id":480,"date":"2014-10-16T11:00:18","date_gmt":"2014-10-16T10:00:18","guid":{"rendered":"https:\/\/blog.acumbamail.com\/?p=480"},"modified":"2023-02-06T13:00:00","modified_gmt":"2023-02-06T12:00:00","slug":"guia-para-hacer-tu-plan-de-marketing","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/guia-para-hacer-tu-plan-de-marketing\/","title":{"rendered":"Gu\u00eda para hacer tu plan de marketing"},"content":{"rendered":"<p>No podemos seguir hablando de <a title=\"Glosario de email marketing\" href=\"https:\/\/acumbamail.com\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>email marketing<\/strong><\/a> sin hablar del <a title=\"Marketing Wikipedia\" href=\"http:\/\/es.wikipedia.org\/wiki\/Mercadotecnia\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>marketing<\/strong><\/a>, as\u00ed en general. Y, sobre todo, de c\u00f3mo <strong>organizar estrat\u00e9gicamente<\/strong> los esfuerzos para<strong> impulsar un producto o servicio<\/strong> en determinado mercado, lo que llamamos el <strong>plan de marketing<\/strong>.<\/p>\n<p><!--more--><\/p>\n<p>El <strong>marketing<\/strong>, \u00a8seg\u00fan&nbsp;<a title=\"Philip Kotler Wikipedia\" href=\"http:\/\/es.wikipedia.org\/wiki\/Philip_Kotler\" target=\"_blank\" rel=\"noopener noreferrer\">Philip Kotler<\/a>,&nbsp;(considerado por algunos el <em>padre de la mercadotecnia moderna<\/em>), es \u00abel proceso social y administrativo&nbsp;por el que los grupos e individuos satisfacen sus necesidades al crear e intercambiar bienes y servicios\u00bb.Tambi\u00e9n se le ha definido como una filosof\u00eda&nbsp;de la direcci\u00f3n que sostiene que la clave para <strong>alcanzar los objetivos&nbsp;de la organizaci\u00f3n<\/strong> reside en identificar las necesidades y deseos del <a title=\"Mercado objetivo Wikipedia\" href=\"http:\/\/es.wikipedia.org\/wiki\/Mercado_objetivo\" target=\"_blank\" rel=\"noopener noreferrer\">mercado objetivo<\/a>&nbsp;y adaptarse para ofrecer las satisfacciones deseadas por el <strong>mercado<\/strong> de forma m\u00e1s&nbsp;eficiente&nbsp;que la <strong>competencia<\/strong>.\u00a8<\/p>\n<p>El <strong>marketing<\/strong> es clave en la direcci\u00f3n de <strong>objetivos de negocio<\/strong> e involucra, como indica el concepto citado, las necesidades del <strong>mercado objetivo<\/strong> y la<strong> competencia<\/strong>. El <strong>plan de marketing<\/strong> se construye sobre bases fundamentales: el producto, el mercado objetivo, y los elementos que diferencian de la competencia. Hacer un <strong>plan de marketing<\/strong> centrado \u00fanicamente en el producto y lo que se quiere hacer con \u00e9l, es un gran error.<\/p>\n<p>A la hora de <strong>emprender<\/strong>, luego del <a title=\"Plan de negocio Wikipedia\" href=\"http:\/\/es.wikipedia.org\/wiki\/Plan_de_negocio\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>plan de negocio<\/strong><\/a>, el documento estrat\u00e9gico m\u00e1s importante podr\u00eda ser el <strong>plan de marketing<\/strong>. En \u00e9l se definen el contexto y las estrategias en cuanto a <strong>producto, precio, plaza y promoci\u00f3n<\/strong>. De \u00e9l depende, en muchos casos, la consecuci\u00f3n y <strong>\u00e9xito del plan de negocio<\/strong>. Es clave hoy para los <strong>emprendedores<\/strong> contar con <strong>nociones b\u00e1sicas de marketing<\/strong> para sacar adelante sus ideas y transformarlas en <strong>rentabilidad<\/strong>.<\/p>\n<p>El esquema del <strong>plan de marketing<\/strong> incluye:<\/p>\n<ol>\n<li><strong>El caso:<\/strong> situaci\u00f3n actual del <strong>negocio<\/strong> y variables operativas. En este apartado se incluyen los antecedentes hist\u00f3ricos; se define la empresa, producto o servicio, detallando todos los beneficios y atributos; el tipo de consumidor esperado; y la situaci\u00f3n de la competencia. El planteamiento del caso debe cerrar con una <strong>matriz DAFO<\/strong> listando: debilidades, amenazas, fortalezas y oportunidades del producto o servicio en el momento de redacci\u00f3n del plan.<\/li>\n<li><strong>Datos operativos:<\/strong> <strong>objetivo de marketing<\/strong>, cu\u00e1l es la imagen actual del producto, su <strong>posicionamiento<\/strong>, estacionalidad y el monto de inversi\u00f3n con el que se cuenta (<strong>presupuesto<\/strong>).<\/li>\n<li><strong>Fundamentos de la estrategia:<\/strong> Conclusiones y recomendaciones despu\u00e9s de revisar todos los puntos anteriores; y, lo m\u00e1s importante:\n<ol>\n<li><strong>Objetivos de Comunicaci\u00f3n<\/strong> por actividad: <a title=\"Marketing directo Wikipedia\" href=\"http:\/\/es.wikipedia.org\/wiki\/Mercadotecnia_directa\" target=\"_blank\" rel=\"noopener noreferrer\">marketing directo<\/a>, email marketing, <a title=\"Relaciones P\u00fablicas\" href=\"http:\/\/es.wikipedia.org\/wiki\/Relaciones_p%C3%BAblicas\" target=\"_blank\" rel=\"noopener noreferrer\">relaciones p\u00fablicas<\/a>, <a title=\"Publicidad\" href=\"http:\/\/es.wikipedia.org\/wiki\/Publicidad\" target=\"_blank\" rel=\"noopener noreferrer\">publicidad<\/a>, <a title=\"Promoci\u00f3n\" href=\"http:\/\/es.wikipedia.org\/wiki\/Promoci%C3%B3n\" target=\"_blank\" rel=\"noopener noreferrer\">promoci\u00f3n<\/a>.<\/li>\n<li>Definici\u00f3n de las audiencias: cu\u00e1l es el <strong>p\u00fablico objetivo<\/strong>, con sus definiciones demogr\u00e1ficas y psicogr\u00e1ficas.<\/li>\n<li>Zonas de <strong>cobertura o alcance<\/strong> para las actividades de <strong>marketing<\/strong>.<\/li>\n<\/ol>\n<\/li>\n<li><strong>Estrategias generales y t\u00e1cticas espec\u00edficas,<\/strong> para cumplir con los objetivos planteados. Cada objetivo deber\u00e1 ir acompa\u00f1ado de una t\u00e1ctica o <strong>plan de acci\u00f3n<\/strong> correspondiente.<\/li>\n<\/ol>\n<p>La clave del <strong>plan de marketing<\/strong> son los <strong>objetivos<\/strong>. Con <strong>objetivos claros y medibles<\/strong> es posible desarrollar <strong>t\u00e1cticas<\/strong> m\u00e1s acertadas. A su cumplimiento deben agreg\u00e1rsele lapsos de tiempo claros y finitos.<\/p>\n<p>El <strong>email marketing<\/strong> es una t\u00e1ctica de <strong>marketing directo<\/strong> perfectamente medible que puede aportar buenos resultados y cumplir diversos objetivos: <em>ventas, generar tr\u00e1fico, contribuir al posicionamiento, mejorar las relaciones con clientes, informar<\/em>\u2026 Para mayor asesor\u00eda, cont\u00e1ctanos aqu\u00ed.<\/p>\n<p>Tu creas el contenido. Nosotros lo enviamos.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>No podemos seguir hablando de email marketing sin hablar del marketing, as\u00ed en general. Y, sobre todo, de c\u00f3mo organizar estrat\u00e9gicamente los esfuerzos para impulsar un producto o servicio en determinado mercado, lo que llamamos el plan de marketing.<\/p>\n","protected":false},"author":7,"featured_media":488,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1497],"tags":[],"class_list":["post-480","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>Gu\u00eda para hacer tu plan de marketing<\/title>\n<meta name=\"description\" content=\"No podemos seguir hablando de email marketing sin hablar del marketing, as\u00ed en general. 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