{"id":14992,"date":"2017-02-21T07:00:20","date_gmt":"2017-02-21T15:00:20","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=4290"},"modified":"2020-02-23T19:40:45","modified_gmt":"2020-02-23T19:40:45","slug":"construyendo-exclusividad-convierte-tu-email-marketing-en-un-destino-vip","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/es\/blog\/construyendo-exclusividad-convierte-tu-email-marketing-en-un-destino-vip\/","title":{"rendered":"Construyendo Exclusividad: Convierte tu email marketing en un destino VIP"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">La brillante revista jacobina autodenominada, Reason in Revolt, public\u00f3 un art\u00edculo creativo que analiza la exclusividad demogr\u00e1fica. Titulado &#8220;<\/span><span style=\"font-weight: 400;\">Victorianos del Siglo XXI<\/span><span style=\"font-weight: 400;\">&#8220;, el escritor, Jason Tebbe, examina el nicho en la sociedad que vive en pantalones de yoga y hace sus compras en tiendas de alimentos saludables. Al igual que la cultura moralmente superior de la \u00e9poca victoriana, este nuevo grupo busca diferenciarse a trav\u00e9s de lo que ve como opciones de estilo de vida superiores y que al mismo tiempo reflejan sus valores.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Desde la perspectiva del marketing esta es una observaci\u00f3n particularmente interesante, ya que le pega en la cara al branding que dice que hay que gustarle a todo el mundo y que hay luchar por un nivel de \u201cigualdad\u201d con la esperanza de conectar con un grupo m\u00e1s amplio. Por ejemplo, analicemos las clases de spinning y las dietas sin gluten. Si bien estas cosas son para todos, van m\u00e1s all\u00e1 para otros. Es decir, estos h\u00e1bitos se convierten en parte de un estilo de vida para algunos y a trav\u00e9s de ellos, los consumidores buscan crear su propia identidad.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Repitamos esto. No estar\u00e1s construyendo una marca que abastece a la gente. En este caso particular, estar\u00e1s construyendo una marca en la que las personas se encuentran a s\u00ed mismos y con la cual se identifican. Mientras que Tebbe lo analiza desde un punto de vista m\u00e1s grande del consumidor, nosotros podemos verlo de otras formas en que la exclusividad ha surgido para as\u00ed, luego, aplicarlo al email marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se pueden observar ejemplos de exclusividad en las etiquetas de las marcas y en las escuelas privadas. Tambi\u00e9n la has visto en el arte de Andy Warhol y entre las paredes del Studio 54. Incluso, se observa en los artistas ic\u00f3nicos que fallecieron el a\u00f1o pasado como David Bowie, Prince y George Michael por nombrar algunos. Estos son todos los conceptos, lugares y personas que muestran algo que no todo el mundo puede tener (y que los hace codiciados).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La exclusividad funciona porque apela a la psicolog\u00eda b\u00e1sica. Por un lado, se\u00f1ala escasez, pues no todo el mundo lo tiene o puede tener por lo que significa que debe ser excepcional. Y viceversa, una vez que se construye ese valor, la escasez heur\u00edstica muestra que es m\u00e1s dif\u00edcil adquirir un elemento mientras m\u00e1s valor tenga. Un post en el blog de Nir y Far lo resume bastante bien al mostrarnos c\u00f3mo el contexto de una cosa importa tanto como la cosa misma.<\/span><\/p>\n<blockquote>\n<p><i><span style=\"font-weight: 400;\">Considera lo que ocurri\u00f3 <\/span><\/i><i><span style=\"font-weight: 400;\">cuando el violinista de clase <\/span><\/i><i><span style=\"font-weight: 400;\">mundial <a href=\"http:\/\/www.joshuabell.com\/\" target=\"_blank\" class=\"external\" rel=\"nofollow noopener noreferrer\">Joshua Bell<\/a> decidi\u00f3\u00a0<\/span><\/i><i style=\"line-height: 1.5;\"><span>tocar un concierto improvisado\u00a0<\/span><\/i><i style=\"line-height: 1.5;\"><span>gratis en el metro de\u00a0<\/span><\/i><i><span style=\"font-weight: 400;\">Washington, DC. <\/span><\/i><i><span style=\"font-weight: 400;\">Bell se presenta regularmente <\/span><\/i><i><span style=\"font-weight: 400;\">en lugares como el Kennedy <\/span><\/i><i><span style=\"font-weight: 400;\">Center y el Carnegie Hall por <\/span><\/i><i><span style=\"font-weight: 400;\">cientos de d\u00f3lares por boleto. <\/span><\/i><i><span style=\"font-weight: 400;\">Pero, una vez colocado en el <\/span><\/i><i><span style=\"font-weight: 400;\">contexto del metro de DC, su <\/span><\/i><i><span style=\"font-weight: 400;\">m\u00fasica cay\u00f3 en o\u00eddos sordos. <\/span><\/i><i><span style=\"font-weight: 400;\">Casi nadie sab\u00eda que estaban <\/span><\/i><i><span style=\"font-weight: 400;\">pasando por delante de uno <\/span><\/i><i><span style=\"font-weight: 400;\">de los m\u00fasicos m\u00e1s talentosos <\/span><\/i><i><span style=\"font-weight: 400;\">del mundo. <\/span><\/i><i><span style=\"font-weight: 400;\">Cuando Bell dio su concierto\u00a0<\/span><\/i><i><span style=\"font-weight: 400;\">gratis, pocos se detuvieron <\/span><\/i><i><span style=\"font-weight: 400;\">a escuchar. Pero cuando\u00a0<\/span><\/i><i><span style=\"font-weight: 400;\">cobra muchos d\u00f3lares, su\u00a0<\/span><\/i><i style=\"line-height: 1.5;\"><span>m\u00fasica se convierte en una\u00a0<\/span><\/i><i style=\"line-height: 1.5;\"><span>mercanc\u00eda enrarecida y miles\u00a0<\/span><\/i><i><span style=\"font-weight: 400;\">de personas pagan.<\/span><\/i><\/p>\n<\/blockquote>\n<p>Para t\u00ed esto no significa cobrar por tus campa\u00f1as de marketing por correo electr\u00f3nico. Lo que en realidad significa es ofrecer contenido \u00fanico para tus campa\u00f1as de correo electr\u00f3nico, ya sean videos, im\u00e1genes o contenido exclusivo para luego crear rumores sobre esa exclusividad, dejando caer algunas pruebas de ello en las redes sociales, en tu sitio web y en los medios de comunicaci\u00f3n. Ser capaz de llevar a cabo esto con \u00e9xito y al mismo tiempo posicionar tu marketing por correo electr\u00f3nico como un destino VIP exclusivo es algo que realmente solo se puede lograr junto a la construcci\u00f3n de tu marca y la creaci\u00f3n de rumores en torno al liderazgo que tienes que ofrecer en tu industria.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La brillante revista jacobina autodenominada, Reason in Revolt, public\u00f3 un art\u00edculo creativo que analiza la exclusividad demogr\u00e1fica. Titulado &#8220;Victorianos del Siglo XXI&#8220;, el escritor, Jason Tebbe, examina el nicho en la sociedad que vive en pantalones de yoga y hace sus compras en tiendas de alimentos saludables. Al igual que la cultura moralmente superior de&hellip;<\/p>\n","protected":false},"author":309,"featured_media":21137,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3948],"tags":[],"class_list":["post-14992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-otros"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Construyendo Exclusividad: Convierte tu email marketing en un destino VIP - Benchmark Email<\/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.benchmarkemail.com\/es\/blog\/construyendo-exclusividad-convierte-tu-email-marketing-en-un-destino-vip\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Construyendo Exclusividad: Convierte tu email marketing en un destino VIP - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"La brillante revista jacobina autodenominada, Reason in Revolt, public\u00f3 un art\u00edculo creativo que analiza la exclusividad demogr\u00e1fica. Titulado &#8220;Victorianos del Siglo XXI&#8220;, el escritor, Jason Tebbe, examina el nicho en la sociedad que vive en pantalones de yoga y hace sus compras en tiendas de alimentos saludables. 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