{"id":114251,"date":"2020-11-17T14:31:34","date_gmt":"2020-11-17T13:31:34","guid":{"rendered":"https:\/\/ipmark.com\/?p=114251"},"modified":"2020-11-17T14:31:34","modified_gmt":"2020-11-17T13:31:34","slug":"la-funcion-del-marketing-segun-seth-godin","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=114251","title":{"rendered":"\u201cHacer sentir a la gente que forma parte de algo\u201d. La verdadera funci\u00f3n del marketing, seg\u00fan Seth Godin"},"content":{"rendered":"<p>En su intervenci\u00f3n, el autor de casi una veintena de libros sobre marketing, repas\u00f3 algunas de sus teor\u00edas m\u00e1s conocidas. As\u00ed, record\u00f3 a todos los participantes que la funci\u00f3n del marketing no era otra que hacer sentir a los ciudadanos que <strong>forman parte de una cultura concreta y determinada<\/strong>.<\/p>\n<p>Y tambi\u00e9n habl\u00f3 sobre el <strong>valor intangible de la marca<\/strong> (ese conjunto de promesas que le haces al cliente y lo que espera de ti cuando te comprometes a prestarle tu servicio). \u00bfPor qu\u00e9 a algunos negocios les va muy bien y a otros no?<strong> La diferencia es la marca<\/strong>. Lo que est\u00e9s dispuesto a invertir en ella.<\/p>\n<p>Sobre este punto, el experto en marketing record\u00f3 que los clientes hablan sobre los productos que usan, \u201cporque los consideran \u00fanicos en el mundo. <strong>No hablan de tu producto porque es bueno para ti, sino porque es bueno para ellos<\/strong>\u201d.<\/p>\n<p>De modo que resulta primordial predecir lo que necesitan los consumidores, antes incluso de que ellos mismo lo sepan. Y tambi\u00e9n desarrollar una<a href=\"https:\/\/ipmark.com\/categorias\/marketing\/\"> estrategia de marketing<\/a> lo suficientemente disruptiva y competitiva para despertar el deseo de los potenciales clientes y hacerles sentir \u00fanicos.<\/p>\n<h3><strong>Una marca, adem\u00e1s de un logo<\/strong><\/h3>\n<p>El logo se suele considerar un elemento esencial dentro de una estrategia de marketing. Sin embargo, <strong>Godin le resta importancia frente a la marca y la reputaci\u00f3n<\/strong>. Y puso como ejemplo a la cadena de hoteles Hyatt y a Nike. \u201cHyatt tiene mucho renombre; es muy conocida en el sector. Pero no tienen una marca poderosa, como es el caso de Nike. Si Hyatt lanzase al mercado unas nuevas zapatillas, no podr\u00edamos imaginar c\u00f3mo ser\u00edan. Pero <strong>si Nike decide abrir un hotel, s\u00ed que nos hacemos una idea de lo que podemos esperar. Esa es la diferencia: Nike, adem\u00e1s de un logo, tiene una marca<\/strong>.<\/p>\n<p>Para finalizar, Godin recomend\u00f3 a las compa\u00f1\u00edas <strong>cultivar el buen gusto en la gesti\u00f3n del marketing<\/strong>. \u201cSe trata de una forma de entender el contexto competitivo, los sue\u00f1os y las aspiraciones de esos ciudadanos a los que quieres dar respuesta y la empat\u00eda que sientes hacia ellos\u201d.<\/p>\n<p>Organizado por WOBI anualmente en diferentes ciudades de Am\u00e9rica, Europa y Ocean\u00eda, el World Business Forum es un congreso de dos d\u00edas que re\u00fane a miles de expertos en el mundo de los negocios.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Seth Godin, uno de los talentos marketinianos m\u00e1s celebrados del mundo, fue el encargado de abrir la nueva edici\u00f3n del World Business Forum Madrid, que se celebra los d\u00edas 18 y 18 de noviembre. Esta vez en formato virtual debido a la pandemia del COVID-19. <\/p>\n","protected":false},"author":14,"featured_media":114254,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[2227],"class_list":["post-114251","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing: su verdadera funci\u00f3n, seg\u00fan Seth Godin<\/title>\n<meta name=\"description\" content=\"El te\u00f3rico del marketing Seth Godin repas\u00f3 sus principales teor\u00edas en la \u00faltima edici\u00f3n, esta vez virtual, del World Business Forum.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=114251\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing: su verdadera funci\u00f3n, seg\u00fan Seth Godin\" \/>\n<meta property=\"og:description\" content=\"El te\u00f3rico del marketing Seth Godin repas\u00f3 sus principales teor\u00edas en la \u00faltima edici\u00f3n, esta vez virtual, del World Business Forum.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=114251\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-17T13:31:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/Seth_Godin_World-Business-Forum.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"678\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ana Egido\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ana Egido\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=114251#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=114251\"},\"author\":{\"name\":\"Ana Egido\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/ba89645183b346feacff0538aa54a375\"},\"headline\":\"\u201cHacer sentir a la gente que forma parte de algo\u201d. 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