{"id":2730,"date":"2019-08-22T11:00:30","date_gmt":"2019-08-22T11:00:30","guid":{"rendered":"https:\/\/www.sistemaimpulsa.com\/blog\/?p=2730"},"modified":"2026-04-24T18:29:07","modified_gmt":"2026-04-24T18:29:07","slug":"que-es-el-marketing-de-experiencia","status":"publish","type":"post","link":"https:\/\/www.sistemaimpulsa.com\/blog\/que-es-el-marketing-de-experiencia\/","title":{"rendered":"Qu\u00e9 es el marketing de experiencia"},"content":{"rendered":"<p>Tradicionalmente, las estrategias de marketing estaban destinadas a promover un producto. Comenzaban por destacar sus propiedades, destacarlas por encima de las otras marcas que patrocinaban productos similares y sus beneficios tangibles. Es decir, part\u00edan de las consecuencias que pod\u00eda obtener el cliente a partir de la compra del producto. Posterior a ello, surgi\u00f3 el <strong>marketing de experiencia<\/strong> como una propuesta para transformar el mercado al determinar a un nuevo protagonista, el cliente.<\/p>\n<p>Para el a\u00f1o de 1982, Holbook y Hirschman fueron los pioneros en demostrar intenci\u00f3n de que el comportamiento de los usuarios de una marca parte de una posici\u00f3n experiencial. De este modo, diversos estudiosos del \u00e1rea de las ventas se han dado a la tarea de estudiar este comportamiento y los procesos experienciales que vive el consumidor a su paso.<\/p>\n<p>El marketing de experiencia es, en consecuencia, \u201ccuando una empresa utiliza sus servicios de forma intencionada, sus productos como accesorios, y existe un compromiso con los clientes de crear un evento memorable\u201d (Pine y Gilmore, 1998 \/ P.98). <strong>En este punto, la interacci\u00f3n que puedan ofrecer los vendedores, es fundamental en la creaci\u00f3n de<\/strong> <strong>experiencias.<\/strong><\/p>\n<h2>\u00a0<strong>Por qu\u00e9 evocar al marketing de experiencia<\/strong><\/h2>\n<p>La raz\u00f3n est\u00e1 en que, cuando decidimos comprar un producto o acceder a un servicio, partimos de nuestras emociones internas. Sucede que compramos m\u00e1s de lo que realmente necesitamos porque las estrategias de ventas est\u00e1n destinadas a crear necesidades en sus potenciales clientes; m\u00e1s a\u00fan, <strong>crear la sensaci\u00f3n de desear aquello que se est\u00e1 promocionando.<\/strong><\/p>\n<p>El <strong>marketing de experiencia<\/strong> evoca emociones, sentimientos, recuerdos; suele trabajar desde la subjetividad y los estados mentales. La estrategia de marketing a emplear debe estar orientada a tocar los niveles de experiencia multidimensional porque permitir\u00e1 generar la construcci\u00f3n de diferentes tipos de respuestas por parte de los usuarios de la marca.<\/p>\n<h2>\u00a0<strong>Los componentes de este tipo de marketing\u00a0<\/strong><\/h2>\n<p>Si hacemos referencia a la experiencia multidimensional, es porque podemos aplicar uno o varios componentes en simult\u00e1neo para desarrollar el <strong>marketing de experiencia<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2732 aligncenter\" src=\"https:\/\/www.sistemaimpulsa.com\/blog\/wp-content\/uploads\/2019\/08\/experiencia-2-300x174.jpg\" alt=\"\" width=\"300\" height=\"174\" srcset=\"https:\/\/www.sistemaimpulsa.com\/blog\/wp-content\/uploads\/2019\/08\/experiencia-2-300x174.jpg 300w, https:\/\/www.sistemaimpulsa.com\/blog\/wp-content\/uploads\/2019\/08\/experiencia-2.jpg 626w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<ul>\n<li><em>Visual<\/em>, <strong>la aplicaci\u00f3n de colores y formas es la primera medida para diferenciar e identificar nuestras marcas.<\/strong> Este es el sentido m\u00e1s utilizado en el mundo del marketing. El rojo aumenta el impulso, el naranja es menos agresivo, el rosa es dulce y atractivo\u2026 (Barrios, 2012).<\/li>\n<li><em>Olfativo<\/em>, los olores evocan recuerdos, sin importar el per\u00edodo que haya transcurrido desde su exposici\u00f3n. Estos intervienen directamente en la decisi\u00f3n de adquirir o no un producto.<\/li>\n<li><em>Auditivo<\/em>, Gumperz (1997) explica que la m\u00fasica tiene la posibilidad de contextualizar el producto. Una apropiada selecci\u00f3n musical invitar\u00e1 al consumidor a su compra.<\/li>\n<li><em>Gustativo<\/em>, el gusto es uno de los sentidos que funciona estrechamente ligado con los dem\u00e1s sentidos. Por lo que, aunque no siempre exista la degustaci\u00f3n en el proceso publicitario, sabemos que el color rojo del empaque nos permite recordar sabores m\u00e1s fuertes.<\/li>\n<li><em>Del Tacto<\/em>, el peso, la sensaci\u00f3n, la suavidad, son elementos considerables a la hora de acceder a un producto por ser un mecanismo elemental para <strong>establecer bienestar en el consumidor<\/strong> (Rieunier, 2002).<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Tradicionalmente, las estrategias de marketing estaban destinadas a promover un producto. Comenzaban por destacar sus propiedades, destacarlas por encima de las otras marcas que patrocinaban productos similares y sus beneficios tangibles. Es decir, part\u00edan de las consecuencias que pod\u00eda obtener el cliente a partir de la compra del producto. Posterior a ello, surgi\u00f3 el marketing [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":2731,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,2914],"tags":[204,135,285,110,286],"class_list":["post-2730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","category-funnel-tofu","tag-estrategia","tag-marketing","tag-marketing-de-experiencia","tag-negocios","tag-vemtas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu\u00e9 es el marketing de experiencia - Impulsa blog<\/title>\n<meta name=\"description\" content=\"Las estrategias de marketing estan destinadas a promover un producto.El marketing de experiencia transforma el mercado colocando alcliente como protagonista\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sistemaimpulsa.com\/blog\/que-es-el-marketing-de-experiencia\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u00e9 es el marketing de experiencia - 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