{"id":120592,"date":"2021-08-11T08:17:37","date_gmt":"2021-08-11T13:17:37","guid":{"rendered":"https:\/\/centrourbano.com\/?p=120592"},"modified":"2021-08-11T13:39:59","modified_gmt":"2021-08-11T18:39:59","slug":"el-uso-del-geomarketing-en-los-negocios","status":"publish","type":"post","link":"https:\/\/centrourbano.com\/revista\/opinion\/el-uso-del-geomarketing-en-los-negocios\/","title":{"rendered":"El uso del geomarketing en los negocios"},"content":{"rendered":"<p><strong>Por Lilia Tovar*<\/strong><\/p>\n<p><!--more--><\/p>\n<p>En la actualidad los negocios buscan ganar posiciones a partir de sus estrategias comerciales. Muchos de estos apuestan por utilizar diferentes t\u00e9cnicas, herramientas o tecnol\u00f3gica con el fin de cumplir tanto los objetivos como las metas que se trazaron en los planes de la empresa.<\/p>\n<p>La ubicaci\u00f3n de un inmueble es un aspecto clave para cualquier negocio, pero con el desarrollo de las nuevas tecnolog\u00edas esto tom\u00f3 un nuevo significado, no es s\u00f3lo la localizaci\u00f3n de tu tienda, negocio u oficina, sino la de tus clientes. Es por ello, que el geomarketing se convirti\u00f3 en una herramienta clave para la toma de decisiones en un plan de mercadotecnia.<\/p>\n<p>Empezar\u00e9 por definir la palabra geomarketing como la herramienta que te permite analizar tu negocio (puntos de venta, competencia, sucursales, base de datos etc.), sobre un mapa con diversas variables geogr\u00e1ficas, demogr\u00e1ficas o psicogr\u00e1ficas. Dicho instrumento toma m\u00e1s valor y poder agregando la mayor cantidad de datos obtenidos de tus clientes, logrando como resultado estrategias de mercadotecnia exitosas.<\/p>\n<p>Al dar tal definici\u00f3n, puede quedar un poco ambigua de c\u00f3mo aplicar y hacer que el geomarketing den valor a nuestro negocio. Para ello, lo traduzco de la siguiente manera:<\/p>\n<p><strong>Geolocalizaci\u00f3n de tus puntos actuales.<\/strong><\/p>\n<p>Hay que entenderla como la capacidad para obtener la ubicaci\u00f3n geogr\u00e1fica real, la cual se refiere a la consulta del sitio de el punto o los puntos de venta de tu negocio.<\/p>\n<p><strong>Competencia.<\/strong><\/p>\n<p>Podemos decir que es la situaci\u00f3n en la que los agentes econ\u00f3micos (negocios y consumidores) ofertan bienes y servicios como de elegir en qu\u00e9 condiciones y a qui\u00e9n se los adquieren.<\/p>\n<p><strong>Variables geogr\u00e1ficas, demogr\u00e1ficas y\/o psicogr\u00e1ficas de la zona.<\/strong><\/p>\n<p>Esta se explica en c\u00f3mo dividir el mercado en diferentes unidades como puede ser: regi\u00f3n, tama\u00f1o de la ciudad, zona metropolitana o densidad; as\u00ed como tambi\u00e9n, en edad, genero, ingresos, estatus socioecon\u00f3mico, etc. Y por \u00faltimo, por estilo de vida, intereses, gustos, inquietudes entre otros.<\/p>\n<p><strong>Base de datos de tus clientes actuales.<\/strong><\/p>\n<p>Entendamos \u00e9sta como una colecci\u00f3n organizada y estructurada de informaci\u00f3n, la cual esta controlada por un sistema de gesti\u00f3n.<\/p>\n<p>Los puntos antes descritos, as\u00ed como la interpretaci\u00f3n acertada de los datos, nos dan como resultado la <em>geointeligencia de negocios<\/em>, la cual podemos describirla como: Optimizaci\u00f3n de la investigaci\u00f3n de marketing, habilidad de focalizar esfuerzos determinados por segmentos de mercado, dise\u00f1o tanto de rutas como de zonas, an\u00e1lisis y desarrollo de objetivo de ventas, localizar oficinas m\u00e1s cercanas, comparaci\u00f3n de rutas optimas y alternativas, as\u00ed como tambi\u00e9n, exploraci\u00f3n del potencial del mercado.<\/p>\n<p>En resumidas cuentas, entendiendo la importancia del geomarketing y como puede ser puesta en pr\u00e1ctica crea acciones efectivas y eficientes, las cuales coadyuvan en un mercado cada d\u00eda m\u00e1s competitivo donde la toma de decisiones con informaci\u00f3n oportuna es fundamental para lograr expandirse y que la puesta en marcha de un negocio, local u oficina no sea un fracaso.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: right;\"><strong>*Lilia Tovar<\/strong><\/p>\n<p style=\"text-align: right;\"><strong>CEO de TradeCity<\/strong><\/p>\n<p style=\"text-align: right;\"><strong>lilia@tradecity.com.mx<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Por Lilia Tovar*<\/p>\n","protected":false},"author":79,"featured_media":120593,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[242,5],"tags":[20893,20891,20892],"class_list":["post-120592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-de-invitado","category-opinion","tag-geomarketing","tag-lilia-tovar","tag-trade-city"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El uso del geomarketing en los negocios<\/title>\n<meta name=\"description\" content=\"Por Lilia Tovar* En la actualidad los negocios buscan ganar posiciones a partir de sus estrategias comerciales. 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