{"id":1042,"date":"2012-04-24T13:51:30","date_gmt":"2012-04-24T11:51:30","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1042"},"modified":"2012-04-24T13:51:30","modified_gmt":"2012-04-24T11:51:30","slug":"consejos-de-marketing-digital-en-el-sector-del-spa","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2012\/04\/consejos-de-marketing-digital-en-el-sector-del-spa\/","title":{"rendered":"Digital Marketing Tips for the Spa Industry"},"content":{"rendered":"

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With the arrival of the Internet, the world of business has changed dramatically. This change has been dictated mostly by the birth of a virtual consumer who has created a new world of interactions responsible for redefining the way people buy products and services today.<\/p>\n

This week, we will discuss the crucial role that digital marketing plays in the business world. The following tips are based on a recent article written by Aaron Shapiro for McKinsey Quarterly<\/a> in which the author highlights the importance of implementing an effective software layer<\/a>. We believe these are useful insights the spa industry needs to consider in order to adapt their business model to successfully compete in the new digital age.<\/p>\n

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Con la llegada de Internet, el mundo de los negocios ha cambiado dr\u00e1sticamente. Este cambio ha sido dictado, sobre todo, por el nacimiento de un consumidor virtual responsable de haber creado un nuevo mundo de interacciones que han redefinido la forma en que la gente compra productos y servicios hoy en d\u00eda.<\/p>\n

Esta semana, vamos a discutir el papel crucial que desempe\u00f1a el marketing digital en el mundo de los negocios. Los siguientes consejos se basan en un reciente art\u00edculo escrito por Aaron Shapiro para McKinsey Quarterly<\/a>, en el cual el autor pone de relieve la importancia de implementar una efectiva capa de software<\/a>. Creemos que estas sean valiosas sugerencias que la industria del spa necesita considerar con el fin de adaptar su modelo de negocios y poder competir con \u00e9xito en la nueva era digital.<\/p>\n

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Defining the \u201csoftware layer\u201d<\/strong><\/p>\n

We live in an age where transactions are no longer subject to location and where pricing is more transparent. Whether we like it or not, companies today operate as two businesses: the core that sells products and services as usual, and the software layer, which includes the digital media and technology people use to interact with our company.<\/p>\n

The software layer involves for example, our corporate website, presence on social networks, digital ads, e-mail sent to customers and mobile applications. In simple terms, “any way someone or something uses technology to interact with your company is part of your software layer”. However, the important thing to understand here is that running a software layer is not merely about running technology but rather about doing business in a new and totally different way. According to Shapiro, \u201cthe need for companies to have a software layer has been driven, not by the digital revolution itself, but by the changes in consumer behavior that it has enabled.\u00a0 More and more people prefer to do business with companies online.\u201d\u00a0 Furthermore, in order to compete successfully, companies \u201cmust run the core business and the software layer with equal rigor\u201d, and as rigorously as possible.<\/p>\n

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Running an effective software layer<\/strong><\/p>\n

The main goal of an effective software layer is that of allowing people and organizations to interact with our company in a “more automated and efficient way”. Being successful at that guarantees a good level of engagement, which usually boosts the general performance of the whole business.<\/p>\n

There are three important variables to keep in mind in order to implement and run an effective software layer. According to Aaron Shapiro, “successful software layer operations require a mix of centralization, user focus, and integration”.<\/p>\n

Ideally, the software layer’s management must be in the hands of a central technology group capable of understanding the needs of your business. This group must have the ability to integrate various features and content in order to create a standard experience for your company.<\/p>\n

Likewise, it is essential to understand the needs and preferences of the consumer. Different companies may have different approaches. However, a combination of research, market analysis and intuition is usually the best way for companies to identify and target consumer needs.<\/p>\n

Finally, it is also important that the people in charge of managing the software layer are capable of integrating it with the core part of your business. As stated by Shapiro on his article, the integration of these two channels means “building an effective experience for people who use digital media and technology to interact with your company, investing to make such interactions a reality, and adopting a product, marketing, and sales approach that integrates the core business and the software layer into one compelling offer”.<\/p>\n

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Lessons for the spa industry<\/strong><\/p>\n

Although the spa industry has been notorious for not marketing themselves well at the digital level, things are slowly changing. The most important \u2018take home\u201d tip from this article for modern spas and wellness centres is to understand that the need to implement an effective \u201csoftware layer\u201d is not just something extra to add to their operations but rather a must-have that should be properly incorporated into the whole business.<\/p>\n

The spa industry needs to get better at digital marketing. We believe the insights we have shared here are useful tips to start thinking about the most effective way to integrate the core services that our industry provides with a software layer capable of satisfying the increasing needs of today’s virtual customer. A big chunk of our general performance depends on doing this in the right way.<\/p>\n

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Definici\u00f3n de la “capa de software”<\/strong><\/p>\n

Vivimos en una \u00e9poca en donde las transacciones ya no est\u00e1n sujetas a la ubicaci\u00f3n y en donde las pol\u00edticas de precio son m\u00e1s transparentes. Nos guste o no, las empresas de hoy funcionan como dos negocios: La parte central que vende productos y servicios como de costumbre, y la capa de software que incluye los medios de comunicaci\u00f3n digitales y la tecnolog\u00eda que la gente usa para interactuar con nuestra empresa.<\/p>\n

La capa de software comprende, por ejemplo, nuestra p\u00e1gina web corporativa, la presencia en redes sociales, los anuncios digitales, el correo electr\u00f3nico enviado a los clientes y las aplicaciones m\u00f3viles. En t\u00e9rminos simples, “cada vez que alguien o algo haga uso de la tecnolog\u00eda para interactuar con su empresa es parte de su capa de software”. Sin embargo, lo importante aqu\u00ed es entender que la gesti\u00f3n de una capa de software no se basa s\u00f3lo en manejar la tecnolog\u00eda, sino que se refiere sobre todo a una forma nueva y diferente de hacer negocios.<\/p>\n

De acuerdo con Shapiro, “la necesidad de que las empresas tengan una capa de software ha sido impulsada, no por la revoluci\u00f3n digital en s\u00ed, sino por los cambios que esta ha activado en el comportamiento del consumidor. Cada vez m\u00e1s personas prefieren hacer negocios con empresas en l\u00ednea.” M\u00e1s aun, con el fin de poder competir con \u00e9xito, las empresas “deben gestionar las actividades de base y la capa de software con la misma atenci\u00f3n”, y hacerlo de la manera m\u00e1s rigurosa posible.<\/p>\n

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Gesti\u00f3n de una capa de software efectiva<\/strong><\/p>\n

El objetivo principal de una efectiva capa de software es el de brindar a las personas y organizaciones la posibilidad de interactuar con nuestra empresa de una “forma m\u00e1s automatizada y eficiente”. Hacer ello con \u00e9xito garantiza un buen nivel de compromiso del cliente con la empresa que por lo general aumenta el rendimiento general de todo el negocio.<\/p>\n

Existen tres variables importantes que se deben tener en cuenta con el fin de implementar y gestionar una capa de software efectiva. Seg\u00fan Aaron Shapiro, “las operaciones exitosas de la capa de software requieren una mezcla de centralizaci\u00f3n, enfoque en el cliente e integraci\u00f3n”.<\/p>\n

Idealmente, la gesti\u00f3n de la capa de software debe estar en manos de un grupo de tecnolog\u00eda central capaz de entender las necesidades de su negocio. Este grupo debe tener la capacidad de integrar diversas caracter\u00edsticas y contenido con el fin de poder crear una experiencia est\u00e1ndar para su compa\u00f1\u00eda.<\/p>\n

Asimismo, es esencial entender las necesidades y preferencias del consumidor. Diversas empresas pueden tener diferentes enfoques. Sin embargo, una combinaci\u00f3n de investigaci\u00f3n, an\u00e1lisis de mercado e intuici\u00f3n es generalmente la mejor manera en que las empresas logran identificar y enfocarse en las necesidades del consumidor.<\/p>\n

Por \u00faltimo, tambi\u00e9n es importante que las personas encargadas de la gesti\u00f3n de la capa de software sean capaces de integrarla con la parte principal de su negocio. Como dijo Shapiro en su art\u00edculo, la integraci\u00f3n de estos dos canales significa “construir una experiencia efectiva para las personas que utilizan los medios de comunicaci\u00f3n digitales y la tecnolog\u00eda para interactuar con su empresa, invertir para que estas interacciones se vuelvan realidad, y adoptar un enfoque de producto, marketing y ventas que integre la parte central del negocio y la capa de software dentro de una oferta atractiva”.<\/p>\n

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Lecciones para la industria del spa<\/strong><\/p>\n

Aunque la industria del spa es conocida por no saberse comercializar bien a nivel digital, las cosas est\u00e1n cambiando poco a poco. El consejo m\u00e1s importante de este art\u00edculo para los spas y centros de wellness modernos es el de entender que la necesidad de implementar una efectiva “capa de software” no es algo extra para a\u00f1adir a sus operaciones, sino m\u00e1s bien un imperativo que deber\u00eda ser incorporado correctamente en todo el negocio.<\/p>\n

La industria del spa tiene que mejorar en el marketing digital. Creemos que las ideas que hemos compartido aqu\u00ed representan consejos \u00fatiles para empezar a pensar en la forma m\u00e1s eficaz de integrar los servicios b\u00e1sicos que nuestra industria provee con una capa de software capaz de satisfacer las crecientes necesidades del cliente virtual de hoy. Una gran parte de nuestro desempe\u00f1o general depende de hacer esto de la forma correcta.<\/p>\n

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