La economía ha venido cambiando de forma. Gran parte en la manera en la que se comunican los negocios con sus clientes y viceversa; pero sobre todo, en cómo se compra y se vende el día de hoy.
El Internet permite tener exposición a los más anónimos y mostrar sus productos o servicios en su ciudad o en otras a la vez sirviendose del mercadeo y las redes sociales.
Tales prácticas se han visto envueltas en una mixtura tal que quien no se adaptase más rápido sería el perdedor en todo éste asunto.
El problema era que quienes sabían mercadeo -Y además de ser expertos y haberlo aplicado con resultados probables- habían estado muy ocupados desarrollando estrategias de medios y campo que, el estar en Facebook, Tweeter u otra red en horario laboral podría no ser "por lo que le pago" según su jefe y cuando llegaban a su casa estaban muy cansado para pensar.
Por otro lado, estaban grupos de jóvenes entusiastas más que todo que manejaban éstas redes y sabían cómo "Ganar Likes y Seguidores". Quienes definieron éstas prácticas con el nombre de marketing manager o nombres parecidos, aunque para ser claros, todo el tema de la compra online va más allá de diseño e Instagram.
Es así que éstas dos habilidades se vieron envueltas en argumentaciones en busca de resultados para probar quién estaba más en lo correcto que el otro. Ya que además de la mezcla de dos campos, también venía una mezcla de generaciones, donde el pipiolo, le buscaba dar cátedra a su hermano mayor sobre cómo funcionaban las cosas hoy en día.
Cabe resaltar, no aparte, que veníamos de una era donde tener grandes lotes de maquinaria y factorías bastaban para estar en ventaja competitiva y poder plagar el mercado con productos buenos y malos.
Hoy con asuntos tan globales un hybrido entre mercader, marketing manager, soporte TI y negociador sería un perfil adecuado para estar en posición de generar estrategias de alto impacto y por qué no, morder la torta grande.
En ambos casos, obviamente con una inversión -buscando siempre optimizar el recurso sin diferencia del método- según las herramientas, medios, habilidades y demás que se implementen, puede ser mayor o menor. Los números lo irán diciendo.
Lo que es claro es que las tiendas en línea van creciendo en nuestro país, a la vez que la confianza en las compras online por parte de los usuarios y por el respaldo de programas desde los gobiernos. Y es que cada vez son más las opciones que nos permiten optimizar nuestro recurso principal. El TIEMPO.
Así que habiendo puesto éstos puntos en tela de conversación, no se trata de si las ventas Offline o las Online van a ganar la batalla, sino quién, como individuo, empresa o grupo, va a juntar lo que se necesita para estar fuerte en ambos frentes según su modelo de negocio. Sin descuidar ni sus métodos más tradicionales, ni lo que podría ser su talón de Aquiles.
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