{"id":9258,"date":"2020-01-08T14:31:06","date_gmt":"2020-01-08T13:31:06","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=9258"},"modified":"2020-06-22T12:17:22","modified_gmt":"2020-06-22T10:17:22","slug":"el-comercio-electronico-un-complemento-importante-pero-minoritario","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/el-comercio-electronico-un-complemento-importante-pero-minoritario\/","title":{"rendered":"El comercio electr\u00f3nico, un complemento importante pero minoritario"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-1322452711\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/el-comercio-electronico-un-complemento-importante-pero-minoritario\/\" data-essbisPostTitle=\"El comercio electr\u00f3nico, un complemento importante pero minoritario\" data-essbisHoverContainer=\"\"><p>El<strong> comercio electr\u00f3nico<\/strong> crece en Espa\u00f1a pero sigue siendo un canal de venda minoritario en t\u00e9rminos globales. Es un buen complemento, una buena forma de segmentar el mercado y fidelizar ciertos <em>targets<\/em> de inter\u00e9s prioritarios en algunos sub-mercados, pero sigue siendo <strong>un canal alternativo y complementario al tradicional<\/strong>.<\/p><div class=\"blogs-contenido\" id=\"blogs-254249981\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<h2><span class=\"ez-toc-section\" id=\"El_comercio_electronico_en_cifras\"><\/span>El comercio electr\u00f3nico en cifras<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab536ff22f59\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab536ff22f59\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/el-comercio-electronico-un-complemento-importante-pero-minoritario\/#El_comercio_electronico_en_cifras\" >El comercio electr\u00f3nico en cifras<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/el-comercio-electronico-un-complemento-importante-pero-minoritario\/#El_crecimiento_del_comercio_electronico\" >El crecimiento del comercio electr\u00f3nico<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/el-comercio-electronico-un-complemento-importante-pero-minoritario\/#%C2%BFQue_significan_y_que_valor_aportan_estas_cifras\" >\u00bfQu\u00e9 significan y qu\u00e9 valor aportan estas cifras?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/el-comercio-electronico-un-complemento-importante-pero-minoritario\/#El_comercio_electronico_y_el_Marketing_Digital\" >El comercio electr\u00f3nico y el Marketing Digital<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/el-comercio-electronico-un-complemento-importante-pero-minoritario\/#La_importancia_de_formarse_en_Marketing_Digital_para_tener_exito_en_comercio_electronico\" >La importancia de formarse en Marketing Digital para tener \u00e9xito en comercio electr\u00f3nico<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>La <strong>Comisi\u00f3n Nacional de los Mercados y la Competencia<\/strong> (CNMC) en el \u00faltimo informe que ha publicado en relaci\u00f3n a datos del a\u00f1o 2019 cuantific\u00f3 alrededor de 12.000 millones de euros el volumen de negocio que se canaliz\u00f3 a trav\u00e9s de este canal de venta durante el segundo semestre del a\u00f1o que ahora hemos cerrado. Se trata de una cifra r\u00e9cord. Esta cifra creci\u00f3 un 28% respecto el mismo per\u00edodo del a\u00f1o anterior y un 9,4% en relaci\u00f3n al primer trimestre del mismo a\u00f1o. Pero aun as\u00ed, <strong>s\u00f3lo poco m\u00e1s del 20% de todas las compras que se han realizado en Espa\u00f1a lo han hecho a trav\u00e9s del comercio electr\u00f3nico<\/strong>.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"El_crecimiento_del_comercio_electronico\"><\/span>El crecimiento del comercio electr\u00f3nico<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Es obvio que el <strong>comercio electr\u00f3nico<\/strong> crece, a\u00fan est\u00e1 en <strong>fase de crecimiento. <\/strong>Pero es relevante cuantificar su fuerza, qu\u00e9 cuota de mercado tiene sobre el total de las compras, y atender tambi\u00e9n en qu\u00e9 sectores est\u00e1 presente de forma m\u00e1s relevante. Seg\u00fan este mismo informe de la CNMC, las <strong>ventas digitales canalizan alrededor del 16%<\/strong> de todas las ventas que generan las agencias de viajes y los operadores tur\u00edsticos, el <strong>8,8% del transporte a\u00e9reo<\/strong>, baja al <strong>5,8% en el sector de la hosteler\u00eda<\/strong>&#8230; Y un dato muy significativo, <strong>s\u00f3lo canaliza el 5,6% en el sector de la moda<\/strong> &#8211;<em>aunque pueda parecer m\u00e1s sin disponer de cifras objetivas-<\/em>.<\/p>\n<p>Otro dato que resulta de especial inter\u00e9s anal\u00edtico: el volumen de negocio que genera el comercio electr\u00f3nico en el territorio espa\u00f1ol en un<strong> 53% se canaliza mediante p\u00e1ginas webs ubicadas en Espa\u00f1a<\/strong> pero un <strong>47% en webs ubicadas fuera de nuestras fronteras<\/strong>, de esto trata la <strong>globalizaci\u00f3n<\/strong>.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"%C2%BFQue_significan_y_que_valor_aportan_estas_cifras\"><\/span>\u00bfQu\u00e9 significan y qu\u00e9 valor aportan estas cifras?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Que es cierto que el <strong>comercio electr\u00f3nico<\/strong> cada vez cobra m\u00e1s importancia. Pero no es significativa en todos los sectores de actividad, y no siempre se benefician de \u00e9l las empresas espa\u00f1olas. <strong>Estar presente en el comercio electr\u00f3nico no es una opci\u00f3n, es una obligaci\u00f3n<\/strong>, pero debe ser acorde con una <strong>estrategia planificada<\/strong>; la improvisaci\u00f3n no sirve, y no es v\u00e1lido ni eficiente s\u00f3lo estar presente de cualquier manera.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-1057073293\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<h2><span class=\"ez-toc-section\" id=\"El_comercio_electronico_y_el_Marketing_Digital\"><\/span>El comercio electr\u00f3nico y el Marketing Digital<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Se debe dise\u00f1ar una <strong>estrategia eficiente<\/strong> <strong>para<\/strong> <strong>estar presente en el comercio electr\u00f3nico<\/strong>, y esto implica analizar el <em>target<\/em> deseado, segmentar, cuantificar, conocer qu\u00e9 caracter\u00edsticas estos segmentos valoran, qu\u00e9 referentes tienen y c\u00f3mo se informan, qu\u00e9 credibilidad y confianza otorgan al comercio electr\u00f3nico, y con qu\u00e9 resortes e impulsos (racionales y emocionales) se deben contemplar. Una empresa tendr\u00e1 \u00e9xito en el comercio electr\u00f3nico si sus acciones forman parte de una <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/las-10-claves-para-crear-una-estrategia-efectiva-de-marketing-online\/\"><strong>estrategia general de<\/strong> <strong>marketing digital<\/strong><\/a>, con una previa construcci\u00f3n de <strong>marca y posicionamiento<\/strong>, y s\u00f3lo a partir de este trabajo previo, a conciencia, es posible estar presente con <em>ratios<\/em> de \u00e9xito en el entorno digital.<\/p>\n<p>No se trata s\u00f3lo de disponer de una p\u00e1gina web, sino que el producto o servicio sea atractivo, establecer una estrategia de presencia en los puntos donde el potencial cliente busca la informaci\u00f3n, y disponer de un producto o servicio donde su adquisici\u00f3n mediante el correo electr\u00f3nico aporte valor, justifique y proyecte garant\u00edas de seguridad, m\u00e1s que ir de forma presencial a un punto de venta. Visto desde esta perspectiva, <strong>el comercio digital es una pieza m\u00e1s dentro de una estrategia global de marketing estrat\u00e9gico<\/strong>.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"La_importancia_de_formarse_en_Marketing_Digital_para_tener_exito_en_comercio_electronico\"><\/span>La importancia de formarse en Marketing Digital para tener \u00e9xito en comercio electr\u00f3nico<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Muchos creen saber de <strong>marketing<\/strong> pero son muchos menos los que tienen realmente \u00e9xito dise\u00f1ando pol\u00edticas de marketing \u00fatiles para sus productos y\/o servicios, y m\u00e1s espec\u00edficamente en relaci\u00f3n al <strong>marketing digital<\/strong>. Desde el <strong>Instituto de Ciencias Empresariales (ICE) de IMF<\/strong> hemos dise\u00f1ado el <a href=\"http:\/\/www.coi.es\/masters\/master-universitario-direccion-comercial-marketing\/\"><strong>M\u00e1ster Universitario en Direcci\u00f3n Comercial y Marketing<\/strong><\/a> pensado para los profesionales que ya se dedican al<strong> marketing<\/strong>, o est\u00e1n a punto de dedicarse a ello profesionalmente y quieren obtener <strong>conocimientos de excelencia<\/strong>.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-2706116017\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>Ante escenarios cambiantes y donde es imposible controlar todas la variables que afectan a un producto o servicio, lo relevante es estar preparados para analizar de forma r\u00e1pida la interacci\u00f3n de escenarios multicausales, y por ello el <strong>M\u00e1ster Universitario en Direcci\u00f3n Comercial y Marketing del Instituto de Ciencias Empresariales IMF<\/strong> se preocupa de introducir casos reales de la m\u00e1xima actualidad, disponer de patrones de an\u00e1lisis complejos para encontrar soluciones \u00fatiles para las empresas que requieran los servicios profesionales, y de forma muy destacada se pone \u00e9nfasis en la materia de <strong>Marketing y Comercializaci\u00f3n en Entornos Digitales<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Jordi Sauret<\/strong>; Doctor en Sociolog\u00eda. Director del <strong>M\u00e1ster Universitario en Direcci\u00f3n Comercial y Marketing (ICE-IMF)<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/el-comercio-electronico-un-complemento-importante-pero-minoritario\/\" data-essbisPostTitle=\"El comercio electr\u00f3nico, un complemento importante pero minoritario\" 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