{"id":15016,"date":"2017-01-04T07:00:36","date_gmt":"2017-01-04T15:00:36","guid":{"rendered":"http:\/\/blog.benchmarkemail.wpengine.com\/?p=2556"},"modified":"2020-02-23T19:42:08","modified_gmt":"2020-02-23T19:42:08","slug":"como-hacer-la-transparencia-una-estrategia-de-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/es\/blog\/como-hacer-la-transparencia-una-estrategia-de-marketing\/","title":{"rendered":"\u00bfC\u00f3mo hacer \u201cTransparente\u201d a una estrategia de marketing?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Transparente\u00a0es como se le llama a nueva forma de hacer marketing, aunque quiz\u00e1 no sea tan nueva. Las compa\u00f1\u00edas han cambiado los \u201cladrillos\u201d por el \u201ccristal\u201d, lo que crea una transparencia de todo lo que ocurre y se hace dentro de la empresa. En el espacio digital, hay otro tipo de pared que se ha estado derruyendo. Cada vez m\u00e1s compa\u00f1\u00edas comparten su marca y cultura con su p\u00fablico de forma masiva. Tanto un cliente como un individuo o el p\u00fablico en general pueden tener una idea clara de c\u00f3mo es estar en una empresa gracias a la transparencia. \u00a0Pero la pregunta es, \u00bfc\u00f3mo se puede aprovechar esto, especialmente en las campa\u00f1as de email marketing?<\/span><\/p>\n<h2>Vertederos de informaci\u00f3n<\/h2>\n<p><span style=\"font-weight: 400;\">La gente se vuelve loca cuando encuentra <\/span><a href=\"https:\/\/moz.com\/blog\/mozs-2013-year-in-review\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">vertederos secretos de informaci\u00f3n<\/span><\/a><span style=\"font-weight: 400;\">. Un claro ejemplo es Wikileaks, el cual tuvo un gran \u00e9xito al llevar la transparencia al extremo. T\u00fa no necesitas ser tan extremo. Algunas compa\u00f1\u00edas de marketing tratan a sus empleados como accionistas y tienen reuniones financieras mensuales para discutir qu\u00e9 es lo que se ha hecho cu\u00e1nto se ha gastado. Su argumento es que con esta acci\u00f3n todos son conscientes de la salud fiscal de la compa\u00f1\u00eda y del trabajo requerido para que la agencia funcione cada d\u00eda. La transparencia mantiene el inter\u00e9s de los empleados y los hace sentir respetados.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No es necesario que tu hagas un vertedero de informaci\u00f3n financiera. La informaci\u00f3n puede ser variada siempre y cuando sea \u00fatil para tu p\u00fablico. Podr\u00edas, por ejemplo, compartir qu\u00e9 contenido ha tenido mayor porcentaje de conversiones, cu\u00e1l ha gustado m\u00e1s a la audiencia (los feedback m\u00e1s importantes de esa conversaci\u00f3n) o cu\u00e1l ha tenido un mayor n\u00famero de clics. Cuando publicas la \u00a0informaci\u00f3n en las redes sociales de tu compa\u00f1\u00eda, empiezas a crear infograf\u00edas y reportes directos. <\/span><\/p>\n<h2>Embudos de decisi\u00f3n<\/h2>\n<p><span style=\"font-weight: 400;\">Otra forma con la que el email marketing es potenciado con la transparencia es compartir embudos de decisi\u00f3n. Las brechas que surgen entre el cliente y la compa\u00f1\u00eda son consecuencia de la falta de contestaci\u00f3n a la pregunta del \u201cpor qu\u00e9\u201d. \u00bfPor qu\u00e9 ciertos cursos de acci\u00f3n son m\u00e1s atractivos que otros? \u00bfPor qu\u00e9 se tomada esta ruta y no otra? La gente vive momentos de tensi\u00f3n intentando responder a este tipo de preguntas. Compartir la informaci\u00f3n de una compa\u00f1\u00eda, poniendo de relieve el camino que se toma para tomar decisiones o poniendo ejemplos, es una forma eficaz de analizar c\u00f3mo piensa tu propia empresa desde dentro. Esto es la clave porque la transparencia que construye tu marca no es s\u00f3lo sobre lo que est\u00e1s haciendo, si no sobre qui\u00e9n eres.<\/span><\/p>\n<h2>Una mirada detr\u00e1s de la cortina:<\/h2>\n<p><span style=\"font-weight: 400;\">Si apuestas por el ecommerce, conseguir\u00e1s mayores beneficios si muestras a los clientes c\u00f3mo haces negocios. \u00a0Por ejemplo, la marca de ropa de monta\u00f1a Patagonia, tiene un brillante <\/span><a href=\"http:\/\/www.patagonia.com\/footprint.html\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">mapa<\/span><\/a><span style=\"font-weight: 400;\"> interactivo que muestra cada f\u00e1brica de textiles en la cadena de suministro de la marca. Puedes hacer clic en cualquier punto del mapa que tenga una se\u00f1alizaci\u00f3n, y te saldr\u00e1 informaci\u00f3n sobre la descripci\u00f3n del lugar, su historia, el n\u00famero de empleados, los porcentajes de equidad de g\u00e9nero, los idiomas que se hablan y el producto que se produce ah\u00ed. En realidad no se puede ser m\u00e1s transparente que eso. No s\u00f3lo es una informaci\u00f3n \u00fatil para compartir, sino que tambi\u00e9n consigue que la \u00a0gente se sienta conectada con el producto. Por ejemplo, los consumidores reciben la ropa en una caja, en la cual se puede informar desde d\u00f3nde se ha enviado el paquete. Este nivel de transparencia humaniza el producto y la marca, y ese, es el objetivo final del marketing transparente: hacerte m\u00e1s humano frente a tu audiencia.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Transparente\u00a0es como se le llama a nueva forma de hacer marketing, aunque quiz\u00e1 no sea tan nueva. Las compa\u00f1\u00edas han cambiado los \u201cladrillos\u201d por el \u201ccristal\u201d, lo que crea una transparencia de todo lo que ocurre y se hace dentro de la empresa. En el espacio digital, hay otro tipo de pared que se ha&hellip;<\/p>\n","protected":false},"author":309,"featured_media":21149,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3948],"tags":[],"class_list":["post-15016","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-otros"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfC\u00f3mo hacer \u201cTransparente\u201d a una estrategia de marketing? - 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\/como-hacer-la-transparencia-una-estrategia-de-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfC\u00f3mo hacer \u201cTransparente\u201d a una estrategia de marketing? - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Transparente\u00a0es como se le llama a nueva forma de hacer marketing, aunque quiz\u00e1 no sea tan nueva. Las compa\u00f1\u00edas han cambiado los \u201cladrillos\u201d por el \u201ccristal\u201d, lo que crea una transparencia de todo lo que ocurre y se hace dentro de la empresa. En el espacio digital, hay otro tipo de pared que se ha&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.benchmarkemail.com\/es\/blog\/como-hacer-la-transparencia-una-estrategia-de-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Benchmark Email - Herramienta de Email Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/benchmarkemailes\" \/>\n<meta property=\"article:published_time\" content=\"2017-01-04T15:00:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-23T19:42:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/02\/How-is-Transparency-a-Form-of-Marketing.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"730\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Shireen Qudosi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@benchmarkesp\" \/>\n<meta name=\"twitter:site\" content=\"@benchmarkesp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shireen Qudosi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/como-hacer-la-transparencia-una-estrategia-de-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/como-hacer-la-transparencia-una-estrategia-de-marketing\\\/\"},\"author\":{\"name\":\"Shireen Qudosi\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/#\\\/schema\\\/person\\\/e4ef80bf829cd482f3bf6c28d6091cf4\"},\"headline\":\"\u00bfC\u00f3mo hacer \u201cTransparente\u201d a una estrategia de marketing?\",\"datePublished\":\"2017-01-04T15:00:36+00:00\",\"dateModified\":\"2020-02-23T19:42:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/como-hacer-la-transparencia-una-estrategia-de-marketing\\\/\"},\"wordCount\":676,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/como-hacer-la-transparencia-una-estrategia-de-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2020\\\/02\\\/How-is-Transparency-a-Form-of-Marketing.png\",\"articleSection\":[\"Otros Contenidos\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/como-hacer-la-transparencia-una-estrategia-de-marketing\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/como-hacer-la-transparencia-una-estrategia-de-marketing\\\/\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/como-hacer-la-transparencia-una-estrategia-de-marketing\\\/\",\"name\":\"\u00bfC\u00f3mo hacer \u201cTransparente\u201d a una estrategia de marketing? 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An Orange County based writer, Shireen specializes in online marketing and public relations. She has written for over 75 publications and has launched nine successful new media campaigns to date. 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