{"id":5651,"date":"2012-11-06T11:22:34","date_gmt":"2012-11-06T14:22:34","guid":{"rendered":"http:\/\/50.87.148.141\/~ncalden\/blog.fromdoppler.com\/?p=5651"},"modified":"2012-11-06T12:32:43","modified_gmt":"2012-11-06T15:32:43","slug":"etica-en-el-marketing-ficcion-o-realidad","status":"publish","type":"post","link":"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/","title":{"rendered":"\u00c9tica en el Marketing: \u00bfFicci\u00f3n o Realidad?"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5658\" title=\"eticaMKT_flattten\" src=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/eticaMKT_flattten.png\" alt=\"\u00c9tica en Marketing\" width=\"545\" height=\"200\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/eticaMKT_flattten.png 545w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/eticaMKT_flattten-300x110.png 300w\" sizes=\"auto, (max-width: 545px) 100vw, 545px\" \/><\/p>\n<p>En ciertas disciplinas, los <strong>dilemas \u00e9ticos<\/strong> se actualizan a la velocidad de un click. La demanda de <strong>visitas, <a title=\"likes\" href=\" http:\/\/www.puromarketing.com\/16\/9977\/para-obtener-gusta-aumentar-trafico-desde-facebook.html\" target=\"_blank\">likes<\/a>, <a title=\"followers\" href=\"http:\/\/www.dosensocial.com\/2011\/12\/06\/como-tener-mas-seguidores-en-twitter-pasa-de-100-a-2000\/ \" target=\"_blank\">followers<\/a>, <a title=\"RT\" href=\"http:\/\/www.clasesdeperiodismo.com\/2011\/03\/26\/8-claves-para-conseguir-mas-rt\/\" target=\"_blank\">RTs<\/a>, comentarios, clicks y ventas<\/strong> son variables que forman parte de los <strong>objetivos y obsesiones<\/strong> cotidianas de todos aquellos que nos dedicamos al <a title=\"Marketing Online\" href=\"http:\/\/es.wikipedia.org\/wiki\/Mercadotecnia_en_Internet\" target=\"_blank\">Marketing Online<\/a>.<\/p>\n<p>Hay momentos en que <strong>la presi\u00f3n por los resultados nos juega en contra<\/strong> y nos vemos tentados de asumir ciertas pr\u00e1cticas que, si bien pueden <strong>resultarnos en el corto plazo, a la larga impactar\u00e1n negativamente en nuestra marca<\/strong> y por consiguiente en nuestros <a title=\"KPY\" href=\"http:\/\/es.wikipedia.org\/wiki\/KPI\" target=\"_blank\">Key Performance Indicators<\/a> (KPIs).<\/p>\n<h2>Algunos Ejemplos de Pr\u00e1cticas Poco \u00c9ticas<\/h2>\n<p>Les propongo que veamos<strong> tres ejemplos<\/strong> en tres \u00e1reas clave de nuestra estrategia de <strong>Marketing Online<\/strong>.<\/p>\n<h3>Marketing de Contenidos<\/h3>\n<p><strong>Publicar contenido de terceros, sin citar la fuente:<\/strong> Apropiarse contenido de otros para nuestro <strong>propio beneficio<\/strong> es una pr\u00e1ctica bastante com\u00fan en el mundo del <a title=\"Content Marketing\" href=\"http:\/\/www.slideshare.net\/DopplerEmailMarketing\/emms-2012-marketing-de-contenidos-por-guillermo-prezbolde\" target=\"_blank\">Content Marketing\u00a0<\/a>y por m\u00e1s valioso que sea puede <strong>perjudicarnos<\/strong> de 2 maneras:<\/p>\n<ul>\n<li><strong>Ser penalizados por Google:<\/strong> \u00daltimamente el l\u00edder de los buscadores ha estado muy activo en la <strong>b\u00fasqueda de contenido duplicado<\/strong> desarrollando algoritmos para detectarlos como <a title=\"Google Panda\" href=\" http:\/\/www.ticbeat.com\/tecnologias\/google-panda-nuevo-algoritmo-google-infografia\/\" target=\"_blank\">Google Panda<\/a> y <a title=\"Google Penguin\" href=\"http:\/\/www.puromarketing.com\/10\/13307\/penguin-retrato-robot-guardian-nuevo.html\" target=\"_blank\">Google Penguin<\/a>.<\/li>\n<li><strong>Ser castigados por la comunidad:<\/strong> Las malas pr\u00e1cticas corporativas est\u00e1n siendo cada vez m\u00e1s castigadas por los lectores y los clientes. Si el<strong> autor original<\/strong> o un allegado <strong>detecta el contenido duplicado<\/strong>, puede hacer correr la voz a trav\u00e9s de las redes sociales y <strong>afectar significativamente tu imagen de marca<\/strong>.<\/li>\n<\/ul>\n<p><strong>Consejo:<\/strong> Procura generar tu <strong>propio contenido<\/strong>. Y si vas a publicar <a title=\"Contenidos de terceros\" href=\"http:\/\/www.marketingguerrilla.es\/como-se-esta-copiando-contenido-de-terceros-sin-autorizacion-y-por-que-te-interesa-hacerlo-de-manera-correcta\/\" target=\"_blank\">contenido de terceros<\/a>, <strong>cita siempre al autor<\/strong> (incluyendo un enlace al art\u00edculo original) y agrega valor al texto brindando<strong> tu propia opini\u00f3n al respecto<\/strong>.<\/p>\n<p>Esto ser\u00e1 bien recibido a su vez por los lectores y <strong>repercutir\u00e1 positivamente en tus rankings y tu imagen<\/strong>. \u00bfNo tienes tiempo para escribir? Una buena opci\u00f3n es invitar a <strong>especialistas a contribuir con un art\u00edculo en tu blog<\/strong>. La diversidad de voces siempre es positiva y enriquecedora.<\/p>\n<h3>Marketing en Redes Sociales<\/h3>\n<p><strong>Comprar Seguidores en Twitter o Fans en Facebook:<\/strong> Esta pr\u00e1ctica adem\u00e1s de ser <strong>cortoplacista y poco \u00e9tica<\/strong>, no nos garantiza en absoluto que dichas personas correspondan espec\u00edficamente a nuestro <a title=\"target market\" href=\"http:\/\/es.wikipedia.org\/wiki\/Mercado_objetivo\" target=\"_blank\">target market<\/a>. \u00a1Ni siquiera nos asegura que se trate de personas reales!<\/p>\n<p><strong>Consejo:<\/strong> Es preferible tener 150 followers aut\u00e9nticos y 100 Fans reales en Facebook que miles de<a title=\"Robots\" href=\"http:\/\/www.elconfidencial.com\/tecnologia\/2012\/08\/26\/comprar-followers-en-twitter-una-inversion-de-alto-riesgo-3028\/\" target=\"_blank\"> robots<\/a> siguiendo a nuestra marca.<\/p>\n<p>Aplicando el <a title=\"Marketing de permiso\" href=\"https:\/\/fromdoppler.com\/blog\/crea-tu-propia-base-de-datos-la-magia-del-permiso\/\" target=\"_blank\">Marketing del permiso<\/a>\u00a0 y el <a title=\"Marketing 1 a 1\" href=\"http:\/\/es.wikipedia.org\/wiki\/Marketing_1x1\" target=\"_blank\">Marketing 1 a 1<\/a> iremos construyendo<strong> una relaci\u00f3n s\u00f3lida y sustentable con nuestra comunidad<\/strong> lo cual redituar\u00e1 en m\u00e1s y mejores clientes y ventas. <strong>La calidad siempre es m\u00e1s valiosa que la cantidad<\/strong>.<\/p>\n<h3>Email Marketing<\/h3>\n<p><strong>Compra o Canje de Bases de Datos:<\/strong> Un colega o un aliado estrat\u00e9gico nos ofrece compartir su <a title=\"base de datos\" href=\"https:\/\/fromdoppler.com\/blog\/el-abc-de-la-base-de-datos-en-email-marketing\/\" target=\"_blank\">base de datos<\/a>. La tentaci\u00f3n est\u00e1 a s\u00f3lo una campa\u00f1a de distancia. El problema es que esa gente <strong>nunca eligi\u00f3 suscribirse a nuestra lista<\/strong>.<\/p>\n<p>Lo m\u00e1s probable es que gradualmente, un porcentaje muy alto de ellos <strong>se desuscriba de la misma<\/strong> y nos denuncie como <strong>spammers<\/strong>, perjudicando nuestras futuras acciones de<a title=\"Doppler\" href=\"http:\/\/www.fromdoppler.com\/Website\/source\/Spanish\/index.aspx\" target=\"_blank\"> Email Marketing<\/a> y nuestra <strong>imagen de marca<\/strong>.<\/p>\n<p><strong>Consejo:<\/strong> Procura construir tu base de datos con contactos que aut\u00e9nticamente se hayan <a title=\"Suscripto a tu campa\u00f1a\" href=\"https:\/\/fromdoppler.com\/blog\/15-principios-adecuados-para-tus-modales-en-email-marketing\/\" target=\"_blank\">suscripto a tu campa\u00f1a<\/a>. Hoy en d\u00eda existen numerosas formas para<strong> estimular las suscripciones sin caer en el juego sucio<\/strong>.<\/p>\n<p><strong>Paciencia, perseverancia<\/strong> y una conducta <strong>\u00e9tica<\/strong> son garant\u00eda de <strong>\u00e9xito<\/strong>. Nunca dudes de ello.<\/p>\n<p>\u00bfQu\u00e9 opinas al respecto? \u00bfQu\u00e9 otras situaciones conflictivas has vivido? <strong>\u00a1No dejes de compartir tus impresiones!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En ciertas disciplinas, los dilemas \u00e9ticos se actualizan a la velocidad de un click. La demanda de visitas, likes, followers, RTs, comentarios, clicks y ventas son variables que forman parte de los objetivos y obsesiones cotidianas de todos aquellos que nos dedicamos al Marketing Online. Repasemos algunos ejemplos. Sigue leyendo.<\/p>\n","protected":false},"author":30,"featured_media":5658,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-5651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00c9tica en Marketing<\/title>\n<meta name=\"description\" content=\"\u00bfC\u00f3mo aplicas la \u00e9tica en tu estrategia de Marketing? \u00a1Aqu\u00ed tienes una gu\u00eda sobre pr\u00e1cticas poco recomendables!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c9tica en Marketing\" \/>\n<meta property=\"og:description\" content=\"\u00bfC\u00f3mo aplicas la \u00e9tica en tu estrategia de Marketing? \u00a1Aqu\u00ed tienes una gu\u00eda sobre pr\u00e1cticas poco recomendables!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/\" \/>\n<meta property=\"og:site_name\" content=\"Doppler Blog | Automation Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DopplerEmailMarketing\" \/>\n<meta property=\"article:published_time\" content=\"2012-11-06T14:22:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2012-11-06T15:32:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fromdoppler.com\/blog\/wp-content\/uploads\/eticaMKT_flattten.png\" \/>\n\t<meta property=\"og:image:width\" content=\"545\" \/>\n\t<meta property=\"og:image:height\" content=\"200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Juan Pablo Vittori\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@fromdoppler\" \/>\n<meta name=\"twitter:site\" content=\"@fromdoppler\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Juan Pablo Vittori\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/\"},\"author\":{\"name\":\"Juan Pablo Vittori\",\"@id\":\"https:\/\/fromdoppler.com\/blog\/#\/schema\/person\/fc2438ef901eb0229b70eea45fcab4eb\"},\"headline\":\"\u00c9tica en el Marketing: \u00bfFicci\u00f3n o Realidad?\",\"datePublished\":\"2012-11-06T14:22:34+00:00\",\"dateModified\":\"2012-11-06T15:32:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/\"},\"wordCount\":601,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/fromdoppler.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/eticaMKT_flattten.png\",\"articleSection\":[\"Marketing\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/\",\"url\":\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/\",\"name\":\"\u00c9tica en Marketing\",\"isPartOf\":{\"@id\":\"https:\/\/fromdoppler.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/fromdoppler.com\/blog\/etica-en-el-marketing-ficcion-o-realidad\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/eticaMKT_flattten.png\",\"datePublished\":\"2012-11-06T14:22:34+00:00\",\"dateModified\":\"2012-11-06T15:32:43+00:00\",\"description\":\"\u00bfC\u00f3mo aplicas la \u00e9tica en tu estrategia de Marketing? 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