{"id":1183,"date":"2012-11-12T08:01:03","date_gmt":"2012-11-12T06:01:03","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1183"},"modified":"2012-11-12T08:01:03","modified_gmt":"2012-11-12T06:01:03","slug":"la-eleccion-de-la-estrategia-de-marketing-adecuada-para-su-spa","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2012\/11\/la-eleccion-de-la-estrategia-de-marketing-adecuada-para-su-spa\/","title":{"rendered":"Choosing the Right Marketing Strategy for your Spa"},"content":{"rendered":"<p><!--:en--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<div><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-1185\" title=\"funnel\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.spa-balance.com\/wp-content\/uploads\/2012\/10\/2012\/11\/funnel.jpg?resize=351%2C144&#038;ssl=1\" width=\"351\" height=\"144\" \/><\/div>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">In previous posts, we have stressed the importance of bringing effective marketing into our industry. We would like to share with you some useful insights regarding this topic in our first two posts of this month. This week, we will take a look at the changing approaches that are shaping marketing strategies nowadays.<\/p>\n<p style=\"text-align: left;\">In order to discuss this, we are using as a reference document an article from the McKinsey &amp; Company website entitled <a href=\"http:\/\/cmsoforum.mckinsey.com\/article\/winning-the-consumer-decision-journey\">Winning the consumer decision journey<\/a>, a very interesting piece based on significant quality research and written by David Court, Dave Elzinga, Susan Mulder, and Ole J\u00f8rgen Vetvik.<\/p>\n<p style=\"text-align: left;\"><!--:--><!--:es--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<div><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-1185\" title=\"funnel\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.spa-balance.com\/wp-content\/uploads\/2012\/10\/2012\/11\/funnel.jpg?resize=351%2C144&#038;ssl=1\" width=\"351\" height=\"144\" \/><\/div>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">En art\u00edculos previos hemos insistido en la importancia de incorporar un marketing eficiente en nuestra industria. Nos gustar\u00eda compartir con ustedes algunas ideas \u00fatiles acerca de este tema en los dos primeros art\u00edculos de este mes. Esta semana, miraremos algunos de los cambios de enfoque que est\u00e1n definiendo las estrategias de marketing de hoy en d\u00eda.<\/p>\n<p style=\"text-align: left;\">Con el fin de discutir esto, utilizaremos como punto de referencia un art\u00edculo del sitio de McKinsey &#038; Company titulado <a href=\"http:\/\/cmsoforum.mckinsey.com\/article\/winning-the-consumer-decision-journey\">Winning the consumer decision journey<\/a>, un documento muy interesante basado en una significativa investigaci\u00f3n de calidad, escrito por David Court, Elzinga Dave, Mulder Susan, y Ole J\u00f8rgen Vetvik.<\/p>\n<p style=\"text-align: left;\"><!--:--><!--more--><!--:en--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>The Traditional Purchase Funnel<\/strong><\/p>\n<p style=\"text-align: left;\">Generally speaking, marketing has always targeted those moments (touch points) when consumers are open to influence. These touch points have been usually explained through a funnel-like model: Customers arrive with many brands in mind (the wide end of the funnel) and marketing persuade them to select a specific brand.<\/p>\n<p style=\"text-align: left;\">From the wide end to the narrow end, the purchase funnel is defined by a linear process that involves the following stages: Awareness, familiarity, consideration, purchase and loyalty. As a general practice, &#8220;marketers have been taught to &#8220;push&#8221; marketing toward consumers at each stage of the funnel process to influence their behavior.&#8221;<\/p>\n<p style=\"text-align: left;\">The advantage of this model is that marketers can understand the strength of the brand at the different levels of the funnel. In this way, they can identify bottlenecks and focus on those aspects that require attention.<\/p>\n<p style=\"text-align: left;\">Such an approach has defined marketing strategies for years. However, things are different now. According to the McKinsey article, the funnel fails to capture all the touch points &#8220;resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer.&#8221;<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Consumer Decision Journey<\/strong><\/p>\n<p style=\"text-align: left;\">In order to deal with the complexity that surrounds people&#8217;s decisions nowadays, new marketing models have been taken into consideration. One of them is the Consumer Decision Journey (CDJ), a circular strategy defined by the following four stages: Consideration, evaluation, purchase and experience. In this model, the interest trigger (consideration) is directly connected with the decision trigger (purchase) through the potential commitment the consumer has established with a particular brand.<\/p>\n<p style=\"text-align: left;\">The advantage of the CDJ model relies on the way it acknowledges the current environment in which customers acquire their products and services. For instance, brand consideration has expanded during the active-evaluation phase of the product. &#8220;Brands already under consideration can no longer take the status for granted.&#8221;<\/p>\n<p style=\"text-align: left;\">Likewise, consumers are not longer passive recipients of information. In fact, during the active-evaluation phase of a product things like Internet reviews and word-of-mouth matter a lot. Although traditional marketing is still effective, marketers need to be able to influence these increasingly vital consumer-driven touch points.<\/p>\n<p style=\"text-align: left;\">Another interesting observation from the qualitative research exposed by the McKinsey article is the vital role that post-purchase experience plays in generating loyalty among customers. For instance, &#8220;more than 60 percent of consumers of facial skin care products, for example, go online to conduct further research after the purchase\u2014a touch point unimaginable when the funnel was conceived.&#8221;<\/p>\n<p style=\"text-align: left;\">Along those lines, companies need to treat loyalty in a different way. Some of the most successful marketing strategies, for example, have been giving &#8220;costumers reasons to leave, not excuses to stay&#8221; with a particular brand. Because of this, increasing the base of advocates in favour of your business has become a priority of modern marketing.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>The Need for A Comprehensive Approach<\/strong><\/p>\n<p style=\"text-align: left;\">As we have previously seen, the traditional funnel model is not longer as effective as it used to be. Companies, including those in the spa industry, need to adopt marketing strategies that are capable of understanding the current journey customers go through before they purchase services and products.<\/p>\n<p style=\"text-align: left;\">In a recent post on <a href=\"http:\/\/www.linkedin.com\/today\/post\/article\/20121018110732-1816165-the-funnel-is-dead-the-new-consumer-decision-journey?trk=EML_nus_share-F1-2\">LinkedIn<\/a>, David Edelman, a McKinsey digital marketing strategist, argued that the &#8220;funnel is dead, because it is outdated.&#8221; At Spa Balance, we strongly agree with that \u00a0powerful statement. In our complex world, our industry needs to embrace a marketing strategy that is comprehensive and takes into consideration all the variables that may persuade customers to use our services.<\/p>\n<p style=\"text-align: left;\">We believe, the CDJ model offers the most effective marketing guide today. By focusing on the most important aspects of the journey customers take when they enter the decision process (consideration, evaluation, purchase, post-purchase and advocate), spas and wellness centres will be able to allocate money on the right place and improve their understanding of their customers and competitors, which ultimately will allow our industry to size business opportunities in a more effective way. Next week, we will discuss in more detail the advantages the CDJ model offers to our industry.<\/p>\n<p><!--:--><!--:es--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>El Embudo de Compra Tradicional<\/strong><\/p>\n<p style=\"text-align: left;\">En t\u00e9rminos generales, el marketing siempre ha estado dirigido a esos momentos (puntos de contacto) en los cuales los consumidores est\u00e1n sujetos a ser influenciados. Estos puntos de contacto son usualmente entendidos a trav\u00e9s de un modelo de embudo: Los clientes llegan con muchas marcas en la mente (la parte ancha del embudo) y el marketing se encarga de persuadirlos para que seleccionen una marca espec\u00edfica.<\/p>\n<p style=\"text-align: left;\">Desde el extremo ancho hasta el extremo m\u00e1s estrecho, el embudo de compra est\u00e1 definido por un proceso lineal que involucra las siguientes etapas: sensibilizaci\u00f3n, conocimiento, consideraci\u00f3n, compra y lealtad. Como pr\u00e1ctica general, &#8220;a los expertos se les ha ense\u00f1ado a &#8220;impulsar&#8221; campa\u00f1as de marketing hacia los consumidores en cada etapa del embudo con el fin de influir sobre su comportamiento&#8221;.<\/p>\n<p style=\"text-align: left;\">La ventaja de este modelo es que los expertos en marketing pueden comprender la fortaleza de la marca en los diferentes niveles del embudo. De esta manera, pueden identificar cuellos de botella y centrarse en aquellos aspectos que requieren atenci\u00f3n.<\/p>\n<p style=\"text-align: left;\">Este enfoque ha definido estrategias de marketing desde hace a\u00f1os. Sin embargo, las cosas son diferentes ahora. Seg\u00fan el art\u00edculo de McKinsey, el embudo no logra captar todos los puntos de contacto &#8220;que resultan de la mezcla de una explosi\u00f3n de opciones de productos y canales digitales con la aparici\u00f3n de una cada vez m\u00e1s exigente y bien informada clase de consumidores.&#8221;<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>El Recorrido de Decisiones del Consumidor<\/strong><\/p>\n<p style=\"text-align: left;\">Con el fin de hacer frente a la complejidad que rodea las decisiones de la gente hoy en d\u00eda, nuevos modelos de marketing han venido siendo adoptados. Uno de ellos es el denominado Recorrido de Decisiones del Consumidor (En ingl\u00e9s conocido como Consumer Decision Journey &#8211; CDJ), una estrategia circular definida por las siguientes cuatro etapas: consideraci\u00f3n, evaluaci\u00f3n, compra y experiencia. En este modelo, el gatillo de inter\u00e9s (consideraci\u00f3n) est\u00e1 directamente conectado con el gatillo de decisi\u00f3n (compra) a trav\u00e9s del potencial compromiso que el consumidor haya establecido con una marca en particular.<\/p>\n<p style=\"text-align: left;\">La ventaja del modelo CDJ radica en el modo en que reconoce el entorno actual en el que los consumidores adquieran sus productos y servicios. Por ejemplo, la consideraci\u00f3n de la marca se ha expandido durante la fase activa de evaluaci\u00f3n del producto. &#8220;Las marcas que ya han sido consideradas no pueden dar por sentado dicha condici\u00f3n&#8221;.<\/p>\n<p style=\"text-align: left;\">Del mismo modo, los consumidores ya no son receptores pasivos de informaci\u00f3n. De hecho, durante la fase activa de evaluaci\u00f3n del producto cosas como las rese\u00f1as de productos en Internet y la difusi\u00f3n de ideas de boca en boca son muy importantes. Aunque el marketing tradicional sigue siendo efectivo, los expertos en la materia deben ser capaces de influir en estos cada vez m\u00e1s vitales puntos de contacto orientados al consumidor.<\/p>\n<p style=\"text-align: left;\">Otra observaci\u00f3n interesante de la investigaci\u00f3n cualitativa expuesta por el art\u00edculo de McKinsey es el papel fundamental que juega la experiencia post-compra dentro de la generaci\u00f3n de lealtad entre los consumidores. Por ejemplo, &#8220;m\u00e1s del 60 por ciento de los consumidores de productos para el cuidado de la piel facial, usan Internet para realizar nuevas investigaciones despu\u00e9s de la compra, un punto de contacto inimaginable cuando el embudo fue concebido&#8221;.<\/p>\n<p style=\"text-align: left;\">Por la misma v\u00eda, las empresas deben tratar la lealtad de los consumidores de manera diversa. Algunas de las estrategias de marketing de mayor \u00e9xito, por ejemplo, le han venido dando a los &#8220;consumidores razones para dejar y no excusas para quedarse&#8221; con una marca en particular. Debido a esto, el aumento de la base de activistas a favor de su negocio se ha convertido en una prioridad del marketing moderno.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>La Necesidad de Un Enfoque Integral<\/strong><\/p>\n<p style=\"text-align: left;\">Como hemos visto, el modelo tradicional del embudo no es tan eficaz como sol\u00eda serlo. Las empresas, inclu\u00eddas las de la industria del spa, necesitan adoptar estrategias de marketing que sean capaces de comprender el recorrido que emprenden los consumidores antes de adquirir servicios y productos.<\/p>\n<p style=\"text-align: left;\">En una nota reciente en <a href=\"http:\/\/www.linkedin.com\/today\/post\/article\/20121018110732-1816165-the-funnel-is-dead-the-new-consumer-decision-journey?trk=EML_nus_share-F1-2\">LinkedIn<\/a>, David Edelman, un estratega de marketing digital para McKinsey, expres\u00f3 que el &#8220;embudo est\u00e1 muerto, porque no est\u00e1 actualizado.&#8221; En Spa Balance \u00a0estamos totalmente de acuerdo con esta contundente afirmaci\u00f3n. En nuestro complejo mundo, nuestra industria necesita adoptar una estrategia de marketing que sea integral y que tenga en cuenta todas las variables que puedan persuadir a los consumidores a utilizar nuestros servicios.<\/p>\n<p style=\"text-align: left;\">Creemos que el modelo CDJ ofrece la gu\u00eda de marketing m\u00e1s eficaz hoy en d\u00eda. Al centrarse en los aspectos m\u00e1s importantes del recorrido que emprenden los consumidores cuando entran en el proceso de decisi\u00f3n (consideraci\u00f3n, evaluaci\u00f3n, adquisici\u00f3n, post-compra y promoci\u00f3n), los spas y centros de wellness podr\u00e1n asignar el dinero en el lugar correcto y mejorar la comprensi\u00f3n de sus clientes y competidores lo cual en \u00faltimas le permitir\u00e1 a nuestra industria abrazar oportunidades de negocio de una manera m\u00e1s eficaz. La pr\u00f3xima semana, vamos a discutir con m\u00e1s detalle las ventajas que el modelo CDJ le ofrece a nuestra industria.<\/p>\n<p><!--:--><\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp; In previous posts, we have stressed the importance of bringing effective marketing into our industry. We would like to share with you some useful insights regarding this topic in our first two posts of this month. This week, we will take a look at the changing approaches that are shaping marketing strategies nowadays. [&hellip;]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[341,342,343,344,345,346,347],"class_list":["post-1183","post","type-post","status-publish","format-standard","hentry","category-spa-management-2","tag-cdj","tag-consumer-decision-journey","tag-embudo","tag-marketing","tag-mckinsey","tag-purchase-funnel","tag-recorridos-de-decisiones-del-consumidor"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Choosing the Right Marketing Strategy for your Spa &#8212; Spa Balance<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spa-balance.com\/es\/2012\/11\/la-eleccion-de-la-estrategia-de-marketing-adecuada-para-su-spa\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Choosing the Right Marketing Strategy for your Spa &#8212; Spa Balance\" \/>\n<meta property=\"og:description\" content=\"&nbsp; &nbsp; In previous posts, we have stressed the importance of bringing effective marketing into our industry. 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[&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spa-balance.com\/es\/2012\/11\/la-eleccion-de-la-estrategia-de-marketing-adecuada-para-su-spa\/\" \/>\n<meta property=\"og:site_name\" content=\"Spa Balance\" \/>\n<meta property=\"article:published_time\" content=\"2012-11-12T06:01:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spa-balance.com\/wp-content\/uploads\/2012\/10\/2012\/11\/funnel.jpg\" \/>\n<meta name=\"author\" content=\"Sonal Uberoi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sonal Uberoi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/11\\\/la-eleccion-de-la-estrategia-de-marketing-adecuada-para-su-spa\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/11\\\/la-eleccion-de-la-estrategia-de-marketing-adecuada-para-su-spa\\\/\"},\"author\":{\"name\":\"Sonal Uberoi\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/#\\\/schema\\\/person\\\/8e140ef4f1a16322c5ef0d258647f8b3\"},\"headline\":\"Choosing the Right Marketing Strategy for your Spa\",\"datePublished\":\"2012-11-12T06:01:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/11\\\/la-eleccion-de-la-estrategia-de-marketing-adecuada-para-su-spa\\\/\"},\"wordCount\":1790,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/11\\\/la-eleccion-de-la-estrategia-de-marketing-adecuada-para-su-spa\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.spa-balance.com\\\/wp-content\\\/uploads\\\/2012\\\/10\\\/2012\\\/11\\\/funnel.jpg\",\"keywords\":[\"cdj\",\"consumer decision journey\",\"embudo\",\"marketing\",\"mckinsey\",\"purchase funnel\",\"recorridos de decisiones del consumidor\"],\"articleSection\":[\"Spa Management\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/11\\\/la-eleccion-de-la-estrategia-de-marketing-adecuada-para-su-spa\\\/\",\"url\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/11\\\/la-eleccion-de-la-estrategia-de-marketing-adecuada-para-su-spa\\\/\",\"name\":\"Choosing the Right Marketing Strategy for your Spa &#8212; 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