{"id":12076,"date":"2022-10-19T17:32:41","date_gmt":"2022-10-19T17:32:41","guid":{"rendered":"https:\/\/juliancastiblanco.com\/web\/?p=12076"},"modified":"2022-10-20T00:35:38","modified_gmt":"2022-10-20T00:35:38","slug":"diferencias-entre-el-marketing-b2c-y-b2b","status":"publish","type":"post","link":"https:\/\/juliancastiblanco.com\/web\/diferencias-entre-el-marketing-b2c-y-b2b\/","title":{"rendered":"Diferencias entre el Marketing B2C y B2B"},"content":{"rendered":"<p><span data-contrast=\"none\">La finalidad del <\/span><a href=\"http:\/\/comunidad.iebschool.com\/iebs\/marketing-digital\/tacticas-marketing-retencion-clientes\/\"><span data-contrast=\"none\">marketing<\/span><\/a><span data-contrast=\"none\">\u00a0es aplicar las estrategias m\u00e1s efectivas para llegar a los consumidores deseados y hacerles llegar los productos, adapt\u00e1ndose a sus necesidades y demandas. Pero\u00a0<\/span><b><span data-contrast=\"none\">el marketing abarca tipolog\u00edas distintas<\/span><\/b><span data-contrast=\"none\">, dependiendo de a qui\u00e9nes se dirige y qu\u00e9 vende. Una diferenciaci\u00f3n es la que se da en funci\u00f3n del cliente al que se dirige:\u00a0<\/span><b><span data-contrast=\"none\">el B2C (Business to Consumer) y el B2B (Business to Business).<\/span><\/b><span data-contrast=\"none\"> El primero es el marketing hacia\u00a0consumidores y el segundo el marketing\u00a0entre empresas.\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Los <\/span><b><span data-contrast=\"none\">t\u00e9rminos B2C y B2B<\/span><\/b><span data-contrast=\"none\">\u00a0se utilizan para distinguir los procesos de marketing de negocios que venden al consumidor final y los que se dirigen a las empresas. En los dos casos, la mayor parte del proceso es similar, lo que cambia es la forma en la que se llevan a cabo esos procesos y los mensajes estrat\u00e9gicos que se difunden. Estas dos tipolog\u00edas del marketing empiezan sus estrategias definiendo el p\u00fablico objetivo y detectando c\u00f3mo satisfacer sus necesidades para venderles un producto, diferente en cada caso.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><strong><span class=\"TextRun SCXW175978014 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW175978014 BCX0\" data-ccp-parastyle=\"heading 2\">B2C (Business <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW175978014 BCX0\" data-ccp-parastyle=\"heading 2\">to<\/span> <span class=\"NormalTextRun SpellingErrorV2Themed SCXW175978014 BCX0\" data-ccp-parastyle=\"heading 2\">Consumer<\/span><span class=\"NormalTextRun SCXW175978014 BCX0\" data-ccp-parastyle=\"heading 2\">)<\/span><\/span><span class=\"EOP SCXW175978014 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/strong><\/p>\n<p><span data-contrast=\"none\">Las siglas <strong>B2C<\/strong> se refieren al mercado de\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/productos-de-consumo-masivo-comercio-ventas\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">consumo masivo<\/span><\/a><span data-contrast=\"none\">, es decir, empresas que ofrecen productos o servicios a personas. Por lo tanto,\u00a0El marketing B2C est\u00e1 orientado a destacar los beneficios personales que aporta el producto a los consumidores, a trav\u00e9s de la emoci\u00f3n. Los esfuerzos tambi\u00e9n se centran en reforzar la marca a trav\u00e9s de publicidad repetitiva.<\/span><\/p>\n<p><span data-contrast=\"none\">\u00a0<\/span><b><span data-contrast=\"none\">Sus principales caracter\u00edsticas son<\/span><\/b><span data-contrast=\"none\">:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"none\">La finalidad es apelar a la emoci\u00f3n y los sentimientos para crear una necesidad inmediata y\u00a0<\/span><b><span data-contrast=\"none\">despertar el deseo de compra<\/span><\/b><span data-contrast=\"none\">\u00a0por parte de los consumidores.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"6\" data-aria-level=\"1\"><span data-contrast=\"none\">Se trabaja para que el proceso de compra sea breve y se motiva al p\u00fablico con promociones y descuentos. Se ha demostrado que los clientes compran por impulso y, por lo tanto, quieren una\u00a0<\/span><b><span data-contrast=\"none\">venta r\u00e1pida y efectiva.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"7\" data-aria-level=\"1\"><b><span data-contrast=\"none\">El n\u00famero de clientes es grande<\/span><\/b><span data-contrast=\"none\">, pero el volumen de compra menor.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"8\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Los clientes est\u00e1n dispersos.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"9\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Los canales de distribuci\u00f3n<\/span><\/b><span data-contrast=\"none\">\u00a0son m\u00e1s<\/span><b><span data-contrast=\"none\">\u00a0reducidos.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"10\" data-aria-level=\"1\"><span data-contrast=\"none\">La publicidad se suele realizar a trav\u00e9s de los<\/span><b><span data-contrast=\"none\">\u00a0medios masivos tradicionales.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"11\" data-aria-level=\"1\"><span data-contrast=\"none\">Busca\u00a0<\/span><b><span data-contrast=\"none\">resultados r\u00e1pidos e inmediatos.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p aria-level=\"2\"><b><span data-contrast=\"none\">B2B (Business to Business)<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Las siglas B2B hacen referencia al mercado corporativo, aquellas empresas que comercializan sus productos o servicios a otras empresas. De esta manera, en la tipolog\u00eda del\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/marketing-b2b-2-marketing-estrategico\/\"><span data-contrast=\"none\">marketing B2B<\/span><\/a><span data-contrast=\"none\">\u00a0la finalidad es establecer relaciones personales, con las que poder reforzar el prestigio y la identidad de la marca. Es decir, transmitir el valor de la empresa. La estrategia se centra en transmitir c\u00f3mo el producto ayuda a los clientes a ahorrar en tiempo, recursos y dinero.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">El marketing B2B se vincula, principalmente, con la industria, las instituciones y el gobierno, y\u00a0<\/span><b><span data-contrast=\"none\">sus caracter\u00edsticas son:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"12\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Se centra en la l\u00f3gica del producto,<\/span><\/b><span data-contrast=\"none\">\u00a0es decir, en sus caracter\u00edsticas. El mercado lo que quiere es saber m\u00e1s acerca del producto y de qu\u00e9 manera les ayudar\u00e1.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"13\" data-aria-level=\"1\"><b><span data-contrast=\"none\">El proceso de venta es m\u00e1s largo y a mayor escala.<\/span><\/b><span data-contrast=\"none\">\u00a0Esto se debe a que la decisi\u00f3n de compra es m\u00e1s premeditada. Por ello, la propuesta de valor debe ser m\u00e1s detallada.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"14\" data-aria-level=\"1\"><b><span data-contrast=\"none\">El volumen de clientes es m\u00e1s peque\u00f1o,<\/span><\/b><span data-contrast=\"none\">\u00a0pero el volumen de compra es m\u00e1s grande. Como el abanico de clientes es m\u00e1s reducido se pueden llevar a cabo estrategias m\u00e1s precisas.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"15\" data-aria-level=\"1\"><span data-contrast=\"none\">Los\u00a0<\/span><b><span data-contrast=\"none\">clientes<\/span><\/b><span data-contrast=\"none\">\u00a0est\u00e1n focalizados en\u00a0<\/span><b><span data-contrast=\"none\">mercados espec\u00edficos y reducidos.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"16\" data-aria-level=\"1\"><span data-contrast=\"none\">Existen\u00a0<\/span><b><span data-contrast=\"none\">muchos canales de distribuci\u00f3n.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"17\" data-aria-level=\"1\"><b><span data-contrast=\"none\">La publicidad es m\u00e1s personalizada,<\/span><\/b><span data-contrast=\"none\">\u00a0por lo que se suele realizar en eventos del sector.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"18\" data-aria-level=\"1\"><span data-contrast=\"none\">Busca alcanzar\u00a0<\/span><b><span data-contrast=\"none\">metas a largo plazo.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p aria-level=\"2\">Tambi\u00e9n le puede interesar<\/p>\n<blockquote class=\"wp-embedded-content\" data-secret=\"FTdvLw47Ep\"><p><a href=\"https:\/\/juliancastiblanco.com\/web\/ingenieros-de-marketing-imkglobal-aliado-de-la-transformacion-digital-de-los-cluster-en-colombia\/\">Ingenieros de Marketing IMKGlobal, Aliado de la Transformaci\u00f3n Digital de los Cl\u00faster en Colombia<\/a><\/p><\/blockquote>\n<p><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"\u00abIngenieros de Marketing IMKGlobal, Aliado de la Transformaci\u00f3n Digital de los Cl\u00faster en Colombia\u00bb \u2014 JulianCastiblanco.com\" src=\"https:\/\/juliancastiblanco.com\/web\/ingenieros-de-marketing-imkglobal-aliado-de-la-transformacion-digital-de-los-cluster-en-colombia\/embed\/#?secret=6iucU8lc6J#?secret=FTdvLw47Ep\" data-secret=\"FTdvLw47Ep\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p aria-level=\"2\"><span style=\"font-size: 20px;\"><strong>Ejemplos de \u00e9xito B2C y B2B\u00a0<\/strong><\/span><\/p>\n<p aria-level=\"3\"><span style=\"font-size: 20px;\"><strong>Casos B2C\u00a0<\/strong><\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"19\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Tesco apuesta por la innovaci\u00f3n tecnol\u00f3gica.<\/span><\/b><span data-contrast=\"none\">\u00a0Este supermercado destaca por la introducci\u00f3n de nuevas tecnolog\u00edas en sus locales. Desde hace a\u00f1os est\u00e1n centrando sus esfuerzos en facilitar la compra al cliente y ahorrar costes en este proceso. Han introducido innovaciones como el\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/valor-big-data\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Big Data<\/span><\/a><span data-contrast=\"none\">, la realidad aumentada, el\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/comercio-online-ecommerce\/\"><span data-contrast=\"none\">e-Commerce<\/span><\/a><span data-contrast=\"none\">, o grandes pantallas virtuales en sus locales para realizar la compra desde ellas. Su estrategia se basa en testear primero estas innovaciones en tiendas piloto y, si funcionan, implementarlas en el resto de locales. \u00bfEl objetivo? convertirse en un proveedor multicanal. Adem\u00e1s crean sus propios productos tecnol\u00f3gicos, como apps o tablets, para\u00a0<\/span><b><span data-contrast=\"none\">mejorar y facilitar la experiencia de compra de los clientes.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"20\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Bruguer y la realidad aumentada.<\/span><\/b><span data-contrast=\"none\">\u00a0La empresa de pinturas desarroll\u00f3 una aplicaci\u00f3n que permite \u00abpintar\u00bb las paredes y ver c\u00f3mo quedar\u00eda en la realidad. El objetivo es que los consumidores puedan probar todos los colores que quieran sin la necesidad de hacerlo sobre la propia pared. A trav\u00e9s del m\u00f3vil se puede visualizar la habitaci\u00f3n pintada del color que nos gustar\u00eda. Con esta estrategia, Bruguer llega a todas las personas que tengan ganas de pintar su casa y, de esta manera, aumentan las posibilidades de conversi\u00f3n. El \u00e9xito de esta estrategia se basa en\u00a0<\/span><b><span data-contrast=\"none\">ofrecer una soluci\u00f3n al problema<\/span><\/b><span data-contrast=\"none\">, en este caso, poder probar todos los colores posibles antes de tener que coger la brocha.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p aria-level=\"3\"><span style=\"font-size: 20px;\"><strong>Casos B2B<\/strong><\/span><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"21\" data-aria-level=\"1\"><b><span data-contrast=\"none\">IBM celebra su 60 aniversario.<\/span><\/b><span data-contrast=\"none\">\u00a0La empresa dedicada al sector de la computaci\u00f3n cumpl\u00eda 60 a\u00f1os. Para celebrarlo, IBM Singapur realiz\u00f3 una campa\u00f1a de marketing B2B en la que se resumi\u00f3 la historia de la empresa. Lo que hicieron fue crear una p\u00e1gina web donde el usuario pod\u00eda navegar de forma sencilla e interactiva a trav\u00e9s de la historia de la compa\u00f1\u00eda durante esos 60 a\u00f1os. Adem\u00e1s se anexaron los proyectos m\u00e1s destacados hasta la fecha y se mostraron las metas de futuro a alcanzar, junto con los testimonios de los empleados. El \u00e9xito de la estrategia de marketing de IBM residi\u00f3 en\u00a0<\/span><b><span data-contrast=\"none\">aprovechar la historia de la empresa como valor diferenciador<\/span><\/b><span data-contrast=\"none\">, con lo que se persegu\u00eda generar mayor confianza entorno a la marca al destacar los logros de la misma. Adem\u00e1s esta idea se vio reforzada con las experiencias personales de los empleados, lo que ayud\u00f3 a aumentar la credibilidad de los \u00e9xitos de IBM.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"81\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"22\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Forbo<\/span><\/b><span data-contrast=\"none\">\u00a0<\/span><b><span data-contrast=\"none\">apuesta\u00a0por la originalidad.<\/span><\/b><span data-contrast=\"none\">\u00a0La empresa de pisos Forbo quer\u00eda dar a conocer su nueva l\u00ednea \u00abSpirit of Spa\u00bb entre despachos de arquitectos y dise\u00f1adores de interiores. Para hacerlo de una manera diferente y original, crearon paren de sandalias que distribuyeron entre las empresas, invit\u00e1ndoles as\u00ed a \u00abvivir la experiencia bajo sus pies\u00bb.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">Fuente: <a href=\"https:\/\/www.iebschool.com\/blog\/diferencias-entre-b2b-y-b2c-marketing-estrategico\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.iebschool.com\/blog\/diferencias-entre-b2b-y-b2c-marketing-estrategico\/<\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">Reproducido por Contenidos Digitales Ingenieros de Marketing<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/imk.global\/\"><span data-contrast=\"none\">www.imkglobal.com<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.ingenierosdemarketing.com.co\/\"><span data-contrast=\"none\">www.ingenierosdemarketing.com.co<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.juliancastiblanco.com\/\"><span data-contrast=\"none\">www.JulianCastiblanco.com<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.deceroasapo.com\/\"><span data-contrast=\"none\">www.deceroasapo.com<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.oceanosvioleta.com\/\"><span data-contrast=\"none\">www.oceanosvioleta.com<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.aprendizajeconresultados.com\/\"><span data-contrast=\"none\">www.aprendizajeconresultados.com<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.gerenciadigital.com.co\/\"><span data-contrast=\"none\">www.GerenciaDigital.com.co<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.socry.co\/\"><span data-contrast=\"none\">www.Socry.co<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">QUIERES POSICIONAR TU MARCA EN INTERNET? SOLICITA INFORMACI\u00d3N DE CONTENT ADS de IMK GLOBAL<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"76\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Red de portales de noticias y blogs de nicho para posicionar y aumentar la reputaci\u00f3n de tu marca.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"76\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Apalancamiento Digital consiste mencionarte desde portales de alto tr\u00e1fico, posicionamiento y reputaci\u00f3n.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"76\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Por ejemplo busca: el mejor profe de marketing digital<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"76\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Formatos: menciones, art\u00edculos, banners, entrevistas<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/wa.link\/fwrf7b\"><span data-contrast=\"none\">https:\/\/wa.link\/fwrf7b<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La finalidad del marketing\u00a0es aplicar las estrategias m\u00e1s efectivas para llegar a los consumidores deseados y hacerles llegar los productos, adapt\u00e1ndose a sus necesidades y demandas. Pero\u00a0el marketing abarca tipolog\u00edas [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":12077,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[103,109,102,111,104],"class_list":["post-12076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tecnologia","tag-aliados","tag-ecosistema-empresarial","tag-ingenieros-de-marketing","tag-marketing-b2c-y-b2b","tag-transformacion-digital"],"_links":{"self":[{"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/posts\/12076","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/comments?post=12076"}],"version-history":[{"count":2,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/posts\/12076\/revisions"}],"predecessor-version":[{"id":12079,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/posts\/12076\/revisions\/12079"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/media\/12077"}],"wp:attachment":[{"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/media?parent=12076"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/categories?post=12076"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/tags?post=12076"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}