Marketing e comunicacióncatalogación e análise da nova varíable do marketing aplicado á comunicaciòn

Resumo

Esta tese de doutoramento analiza o uso das contornas sociais propias da web 2.0 na comunicación pública galega a partir da hipótese de que as redes sociais son empregadas polas institucións públicas galegas como ferramenta de marketing en Internet. Para comprobar a veracidade de tal afirmación, arrinca dunha aproximación ao propio concepto de marketing, interpretando os condicionantes históricos, sociais e económicos que propiciaron a aparición do termo e acabaron provocando a súa consolidación desde técnica a disciplina, indagando nas etapas de identificación, funcionalista e preconceptual ou incipiente, conceptual e de consolidación e desenvolvemento. Nesta evolución faise especial mención á extensión do concepto ligado aos escenarios estritamente económicos e empresariais ao marketing das ideas e á súa aplicación social, o que supón a aplicación en todo tipo de empresas e organizacións con independencia da súa filosofía de actuación e de se teñen ou non finalidade lucrativa. Como proba da citada evolución téñense en consideración e analízanse as definicións consecutivas propostas pola American Marketing Association (AMA), o xurdimento de diferentes publicacións especializadas na área e de diversos institutos e centros de investigación. En consecuencia, estúdanse os enfoques e orientacións reflectidos na aplicación do marketing desde esa primeira etapa incipiente ata a fase final de consolidación, deixando patente o paso do enfoque baseado fundamentalmente na produción masiva a unha orientación ao mercado ¿ao marketing- que non só pretende lograr os obxectivos deste, senón conseguir unha sociedade mellor a longo prazo. Analizar os propósitos e finalidades do marketing supuxo obrigatoriamente indagar na súa propia natureza e fundamento partindo das necesidades humanas, os desexos e as demandas. A investigación describe o paso das carencias á súa satisfacción mediante a consecución de produtos pertinentes e adecuados, tendo en conta os conceptos esenciais do valor e a satisfacción dos usuarios como fins últimos do marketing, explorando ademais as características e os trazos descritivos deses procesos de transacción e intercambio tanto nos terreos tanxibles como intanxibles e as relacións. Con respecto a estas últimas, pormenorízase na importancia das relacións estables e consolidadas no tempo como unha das premisas básicas do marketing actual, desde a perspectiva de conseguir maiores beneficios para todas as partes implicadas no intercambio, mellorando a súa satisfacción e dando lugar, por outra banda, á consolidación do denominado marketing de relacións a partir da evolución do marketing de transaccións illadas. Derívase á vez na consecución dun tratamento máis persoal e individual a cada dos usuarios cos que se mantén relacións duradeiras propiciando o xurdimento do denominado marketing un a un ou one to one, valorándose en última instancia a confluencia entre este tipo de marketing de relacións e a orientación ao mercado. Explóranse, por outro lado, as nocións de compromiso e confianza como criterios sine qua non para a implementación do marketing moderno e tamén se trasladan eses conceptos ao interior das organizacións para analizar a súa repercusión e incidencia no marketing interno. Defínense os elementos controlables e incontrolables desde os dominios do marketing. Dentro dos primeiros afondamos nos chamados 4Ps (produto, prezo, distribución e promoción) atendendo ás diferentes ópticas, modalidades e tácticas que axudan a estruturalos de maneira eficaz, ao tempo que se complementan con outros indicadores menos afianzados pero que algúns estudosos tamén teñen sinalado como variables controlables do marketing. Dentro da segunda categoría explóranse o mercado, a competencia e o entorno da organización como condicionantes non controlables para o dominio estratéxico. A partir do concepto de estratexia, defínense tipos e opcións de aplicación para configurar un modelo de actuación deseñado desde a cerna da organización que non permita actuacións ao chou e que recolla todo tipo de actividade nun conglomerado de accións que definen a planificación estratéxica. A partir da cabeza visible da dirección de marketing entroncamos a dirección estratéxica no propósito de lograr a globalidade da organización 2.0 e o seu deseño mediante documentos de planificación debidamente estruturados e elaborados, dando lugar ao que se presenta como marketing estratéxico. Presentamos asemade unha serie de factores a ter en conta desde a perspectiva estratéxica tales como a misión, os obxectivos, as auditorías, a análise DAFO, a carteira de negocios ou os sistemas e mecanismos de seguimento e control, e todo un conxunto de operacións de marketing ¿ marketing operacional- para a súa posta en valor dentro da planificación que ha de seguir a organización e o conseguinte achegamento asegurado dos produtos ao mercado e os públicos aos que van dirixidos. Relaciónanse, doutra banda, os diferentes campos de actuación onde o marketing precisa unha adaptación particular para dar respostas ás esixencias do mercado específico e, nesta liña, enuméranse e analízanse as distintas aplicacións particulares do marketing a modo de escolma recompilatoria da bibliografía ao respecto: marketing de produtos industriais, marketing de servizos, marketing non empresarial, marketing internacional, marketing ecolóxico e marketing con causa. Faise especial fincapé no marketing non empresarial e nos seus derivados: marketing das institucións sen ánimo de lucro, marketing público, marketing social e marketing político e electoral por estar directamente relacionado co obxecto de estudo da presente investigación. Aínda así, en todos os casos explícase como esa adaptación particular inflúe no marketing mix, nos produtos, nos mercados e nas estratexias para determinar cales son os mellores sendeiros para unha implementación óptima. Ao tempo explícanse conceptos vinculados que por proximidade léxica poden dar lugar a desvirtuacións cognitivas, tales como a diferenza entre o marketing social e a responsabilidade social ou a propia diferenza entre a promoción, a publicidade e o propio concepto de marketing. Optimízase o complemento de calquera das modalidades anteriores ou do marketing tradicional co soporte dixital, de maneira que se dá viabilidade á práctica de estratexias conxuntas ou exclusivas en rede. Defínese o concepto de marketing en Internet e afóndase nas súas particularidades de aplicación desde os enfoques, os trazos característicos da rede e o incremento da audiencia internauta en España e no mundo en xeral. investígase a incidencia de Internet no marketing e nos mercados tradicionais explicando o traspase desde o marketing nacional ao marketing global e valorando a súa incidencia no marketing mix. Ponse de manifesto a idea de fidelización do usuario mediante o seguimento dun marketing continuo e a explotación de estratexias de viralidade que converten os usuarios en difusores dos contidos e propagadores das cualidades dos produtos ofertados. Neste sentido, indágase o escenario virtual que permite a denominada web 2.0 e nela os diferentes formatos posibilitan a implementación do marketing, entre eles as redes sociais. Non entanto, aténdense tamén os modelos de formatos tradicionais relativos tanto a comunicación como a publicidade, así como os formatos de marketing on line estandarizados. Precisamente é nas redes socias onde a análise se fai aínda máis exhaustiva. Examínase o xurdimento das redes, o propio concepto, os trazos característicos e os modelos de redes sociais existentes na actualidade. Logo localízanse as dez redes sociais con maior audiencia en España para determinar cales son as estratexias desenvolvidas polas institucións públicas galegas nesas contornas. En primeira instancia, descríbese o modelo comunicativo de cada unha desas redes e logo as posibilidades que permiten para a execución de estratexias propias do marketing 2.0 tanto desde a oferta empresarial como desde a capacidade do usuario 2.0. O estudo compleméntase coa busca das institucións galegas en cada unha desas redes, a enquisa aos responsables de comunicación de cada entidade para determinar que actividade se efectúa en cada unha delas e unha análise de contido e oferta informativa realizada desdea perspectiva da observación participante en calidade de usuarios/investigadores. Os resultados definen o nivel de aproveitamento das redes sociais por parte das institucións públicas galegas en canto a penetración, modalidades comunicativas postas en marcha, calidade e definición dos discursos, aproximación e relación cos públicos e adecuación ás estratexias do marketing público para lograr a satisfacción dos usuarios. This PhD thesis analyses the social contexts of web 2.0 in public communication in Galicia, based on the hypothesis that social networks are used by Galician public institutions as an Internet marketing tool. In order to confirm the veracity of the said hypothesis, an attempt is made to understand the very concept of marketing by interpreting historical, social and economic factors that gave rise to the term and which eventually led to its consolidation from a technique to a discipline. Stages studied are a) functional and pre-conceptual (or incipient) identification, b) conceptual identification and c) consolidation and development. Special emphasis is placed on the extent of the concept linked to a) strictly economic and business scenarios, b) marketing of ideas and c) its social application. This means that it can be applied in all types of companies and organisations, independent of the philosophy behind their actions and whether or not they have a profit making objective. Consecutive definitions proposed by the American Marketing Association (AMA), the appearance of many specialised publications on the subject, and the creation of different institutes and research centres have been analysed to study such evolution. Application of marketing approaches and orientations from the first incipient stage to the final consolidation stage have consequently been scrutinised in order to demonstrate the move from a fundamental mass production approach to that of market orientation, i.e., marketing that not only tries to achieve market objectives but also one that achieves a better society in the long run. An analysis of marketing objectives and aims necessarily means investigating its very nature and fundaments based on human needs, desires, and demands. The research shows the move from deficiencies to their fulfilment through the achievement of relevant and adequate products, after taking into account the essential concepts of value and user satisfaction as the end goals of marketing. The study furthermore explores the characteristics and descriptive features of such transaction and exchange processes, both in tangible and intangible scenarios, and the relationship between them. On the subject of such relationships, details are provided on the importance of stable and consolidated relationships over time as one of the basic premises for present day marketing. The above is done from the perspective of obtaining greater benefits for all parties involved in the transaction, thus improving their satisfaction and giving rise to the consolidation of the so-called relationship marketing from isolated marketing transactions. This in turn gives rise to a more personal and individual treatment of each user with whom lasting relationships are established, and results in the so-called one-to-one marketing, where this relationship marketing and market orientation finally converge. On the other hand, criteria such as commitment and trust that are considered essential for modern day marketing implementation are also looked into. The concepts are then applied to organisations to analyse their repercussions and effects on internal marketing. Elements that can and cannot be controlled from marketing domains are then defined. A detailed study of the former has been carried out focussing on the so called 4Ps (product, price, place and promotion) by paying attention to the different approaches, modes and tactics that help structure them efficiently. The study is supplemented by other less established indicators which some studies mention as controllable marketing variables. Within the uncontrollable category, market, competition, and organisational environment were studied as factors that cannot be controlled for strategic dominance. The strategy concept is then used to define application types and options, in order to establish a model action plan, designed from the organisation core which does not permit random actions and contains all types of activities as part of an action plan that determines strategic planning. Visible marketing management is then linked with strategic management in order to achieve globalisation of the web 2.0 organisation as well as its design by using duly structured and elaborate planning documents, to give rise to what is presented as strategic marketing. A number of factors need to be strategically considered for organisation and the consequent safe delivery of products to the target market and public. To that end, factors such as mission, objectives, audits, SWOT analysis, business portfolio, control & follow-up systems and mechanisms, and a set of marketing operations -operational marketing- for enhancement within planning are likewise discussed. Different fields of action where marketing needs special adaptation in order to provide answers to specific market demands have also been studied. To that end, the following specific marketing applications have been listed and analysed as a selective recompilation of bibliography: marketing of industrial products, marketing of services, non-business marketing, international marketing, ecological marketing and cause-related marketing. Special emphasis has been laid on non-business marketing and its derivatives: marketing in non-profit organisations, public marketing, social marketing, and political and electoral marketing, because they are directly related to the study objectives. Nonetheless, the influence of specific adaptation on marketing mix, products, markets and strategies for determining the best ways for optimum implementation have been explained in each case. Related concepts, which due to their lexical proximity can cause cognitive misunderstanding, such as the difference between social marketing and corporate social responsibility (CSR) or the difference between promotion, advertising, and the actual concept of marketing are also discussed. Complements of any of the above mentioned modalities or of traditional marketing are optimised using computers in order to facilitate joint strategies or exclusivity on networks. The concept of Internet marketing is described and its specificities for application from the point of view of approaches, characteristic network features, increase of internet audience in Spain and in the world in general, are also analysed. Influence of Internet on marketing and traditional markets and the move from national marketing to global marketing has been reviewed besides its influence on marketing mix. The idea of user loyalty through follow-up of ongoing marketing and exploitation of viral strategies, which convert users into disseminators of content and marketers of product quality, is presented. In this sense, the scenario offered by web 2.0 is reviewed together with the many possible formats offered for implementing marketing, amongst which are the social networks. Traditional format models for both communication and advertising, as well as standard online marketing ones, are also dealt with in the study. It is precisely in the social networks where an exhaustive analysis has been carried out. Spread of networks, namely concept, characteristic traits and existing social networking models, were delved into. The ten most popular social networks in Spain were then located in order to determine the strategies used in them by Galician public institutions. The communication model was first described for each of such networks, followed by the possibilities offered by them to implement characteristic strategies of web 2.0 marketing, both from the point of view of business offers and web 2.0 user capacities. The study was complemented by performing a search of Galician institutions in each of these networks and a survey of the communication managers of each entity, in order to determine what activity is carried out by each of them. An analysis was performed on the contents and information offered from the point of view of participants acting as users/researchers. Results obtained define exploitation level of social networks by Galician public institutions for penetration, communication modes, quality and definition of discourse, approach and relationship with the public, and adaptation of public marketing strategies to achieve user satisfaction .