La tecnología cambia el mercado. La nueva generación de consumidores maximiza su tiempo y elimina las interrupciones publicitarias en los medios tradicionales, sin embargo, acepta la información en internet sobre el producto que desea. En base a este requerimiento, se presenta el Inbound Marketing o Marketing de Atracción 2.0,cuyo éxito se afianza en cinco pilares tanto en internet como en las redes sociales.
El también denominado Marketing de Atracción 2.0deja de buscar clientes y generarestrategias para atraerlos y convertirlos en consumidores recurrentes. El reto radica en atraer a los consumidores sin ser invasivos, respetando su espacio. Para ello las reglas deben estar muy claras: definir una estrategia, saber dónde jugar y cómo ganar, fundamentados en un buen posicionamiento en buscadores, marketing de contenidos, estrategias de social media marketing, comunicación on line bidireccional y reputación on line.
En el Inbound Marketing, las acciones de la empresa se fundamentan en el poder de la atracción, el consumidor llega al producto o servicio por un mensaje o contenido de calidad, y el anunciante tiene que compensar a los usuarios por prestar atención a sus mensajes.
Tajhire Proaño
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