Marketing en tiempos de coronavirus: 3 lecciones contagiosamente útiles de China

El coronavirus nos ha confrontado a todos con un desafío de dimensiones absolutamente gigantescas. De tamaño desafío no escapan tampoco los marketeros, que en estos momentos deberían quizás mirar hacia China, donde las marcas llevan lidiando desde hace tiempo con el COVID-19, a la hora de implementar las estrategias adecuadas de marketing.

En un artículo para Horizont Michael Brandtner disecciona las lecciones marketeras que las marcas pueden extraer de sus homólogas en China para ganar la batalla al coronavirus:

1. Dar una vuelta de tuerca al posicionamiento de marca

Para buena parte de las empresas las restricciones impuestas por el coronavirus constituye una copiosa pérdida de ingresos. No en vano, se ha arrancado de cuajo el cordón umbilical que las unía otrora a sus clientes.

En China estas restricciones (de las que se libran en España los supermercados, las farmacias y poco más) ha llevado a no pocas marcas añadir servicios digitales a su modelo de negocio. Pero algunas empresas ha ido incluso más allá.

Algunos restaurantes chinos han utilizado, por ejemplo, el coronavirus, para posicionarse como servicios 100% online y enfocados, por ende, plenamente al «delivery».

2. Modificar el modelo de negocio

En momentos como el actual algunas marcas (no desconectadas por completo de sus clientes) tienen la oportunidad de cambiar su modelo de negocio y hacerlo además de manera masiva. Y eso es precisamente lo que han hecho algunas compañías chinas en las últimas semanas.

Antes del coronavirus China ya era el «marketplace» online más grande del mundo. Y tras la cuarentena forzosa impuesta por las autoridades el e-commerce «made in China» ha ganado aún más en poder (hoy por hoy absolutamente titánico).

De la creciente pujanza de la digtalización en China se han beneficiado no solo retailers online como Alibaba sino también servicios como las conferencias online, el e-learning y la medicina.

Durante la época de cuarentena en China las descargas en las tiendas de aplicaciones de la app para el networking a escala corporativa DingTalk llegaron a superar en número a las apps con el foco en las interacciones personales.

Con el coronavirus un buen número de barreras se han derribado en el gigante asiático y quien las ha echado abajo no  ha sido otra que la digitalización.

3. Digitalizar el marketing a nivel operacional

Dicen que la necesidad es la madre de la invención. Durante el periodo de cuarentena en China la gente se agarró como a un clavo ardiendo a la red de redes y ello forzó a las marcas a robustecer su inversión en campañas de marketing online (abatiendo de nuevo no pocas barreras).

En China ganó muchísimo peso durante la cuarentena en el plano marketero la venta a través de vídeos en directo y «live streaming». Y echaron mano de esta técnica no solo marcas con ADN puramente digital sino también empresas adscritas a ramos más tradicionales como el automovilístico.

El coronavirus es un buen momento para que las marcas se planteen un cambio de primer orden en sus estrategias de marketing a fin de digitalizarse y adaptarse a los años venideros. Para ello se necesitan, eso sí, las infraestructuras adecuadas, que necesitan estar apuntaladas en la inversión.

Fuente:MarketingDirecto

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