{"id":722,"date":"2020-08-07T09:00:00","date_gmt":"2020-08-07T07:00:00","guid":{"rendered":"https:\/\/anadelmazo.com\/?p=722"},"modified":"2022-10-04T11:16:59","modified_gmt":"2022-10-04T09:16:59","slug":"benchmarking-que-es-tipos-y-etapas","status":"publish","type":"post","link":"https:\/\/anadelmazo.com\/benchmarking-que-es-tipos-y-etapas\/","title":{"rendered":"BENCHMARKING: QU\u00c9 ES, TIPOS Y ETAPAS"},"content":{"rendered":"\n<p>El Benchmarking es un proceso continuo del marketing en el que, a trav\u00e9s de tu competencia directa, realizas una <strong><em>investigaci\u00f3n <\/em><\/strong>sobre:<\/p>\n\n\n\n<ul><li>Qu\u00e9 anuncios les funcionan mejor.<\/li><li>Cu\u00e1les son sus copys.<\/li><li>Hacia qui\u00e9nes van dirigidos (mujeres, hombres, rango de edad, pa\u00eds, idioma&#8230;), es decir, m\u00e1s o menos cu\u00e1l es su segmentaci\u00f3n en base a quienes interact\u00faan en  mayor porcentaje.<\/li><li>A qu\u00e9 hora del d\u00eda los implementan.<\/li><li>\u00bfUtilizan carruseles? \u00bfV\u00eddeos? \u00bfImagen est\u00e1tica? (Los puedes crear con <a href=\"https:\/\/www.canva.com\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">Canva<\/a> que es la plataforma que yo utilizo).<\/li><li>Hacia qu\u00e9 parte de funnel est\u00e1n dirigidos (atracci\u00f3n, conexi\u00f3n o conversi\u00f3n).<\/li><li>Cu\u00e1les son sus objetivos de campa\u00f1a (m\u00e1s o menos lo puedes deducir en funci\u00f3n de en qu\u00e9 etapa del funnel est\u00e1n).<\/li><\/ul>\n\n\n\n<p>En lo que al marketing se refiere podr\u00edamos utilizar estos siete pasos como punto de partida y tomarlos como referencia, <em><strong>NUNCA COPIARLOS<\/strong><\/em>.<\/p>\n\n\n\n<p>Hacer que tu empresa sea un punto de referencia y aprovechar al m\u00e1ximo las oportunidades que te da la magia de Internet.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>&#8220;Internet ha convertido lo que sol\u00eda ser un mensaje controlado y unidireccional en un di\u00e1logo en tiempo real con millones de personas&#8221;<\/p><cite>Danielle Sacks<\/cite><\/blockquote>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/anadelmazo.com\/wp-content\/uploads\/2022\/08\/computer-2982270_1920-1-1-1024x665.jpg\" alt=\"Tecnolog\u00edas\" class=\"wp-image-792\" width=\"512\" height=\"333\"\/><figcaption>Tecnolog\u00edas<\/figcaption><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\">Tipos<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><strong><em>Interno: <\/em><\/strong>comparar las acciones y actividades del departamento o \u00e1rea que mejores resultados y rendimiento obtiene, identificar en qu\u00e9 est\u00e1 sobresaliendo y qu\u00e9 le funciona y aplicarlo en las dem\u00e1s \u00e1reas o departamentos.<\/li><li><strong><em>Competitivo: <\/em><\/strong>venden a la misma base de clientes, por lo que son tus competidores directos. Comparas los negocios que est\u00e1n abarcando mayor parte de tu nicho de mercado por su excelencia, te basas en los 7 pasos que te he comentado anteriormente y mejoras tus procesos, acciones y t\u00e1cticas respecto a los resultados que obtienes de tu investigaci\u00f3n. Se puede utilizar tambi\u00e9n sobre productos y servicios, no solamente en relaci\u00f3n al marketing.<\/li><li><strong><em>Funcional: <\/em><\/strong>no es necesario que sean tus competidores. Si quieres mejorar un \u00e1rea en concreto dentro de tu empresa, por ejemplo, la atenci\u00f3n al cliente, identificas la empresa que sobresalga por estas caracter\u00edsticas y la investigas para ver qu\u00e9 est\u00e1 fallando en la tuya y en qu\u00e9 puedes mejorar.<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\">Etapas<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/anadelmazo.com\/wp-content\/uploads\/2022\/08\/Blue-and-White-Funnel-Chart-Presentation-1-1024x576.png\" alt=\"Proceso de Benchmarking\" class=\"wp-image-781\" width=\"768\" height=\"432\"\/><figcaption>Proceso de Benchmarking<\/figcaption><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Planificaci\u00f3n de la investigaci\u00f3n<\/h4>\n\n\n\n<ul><li>\u00bfA qui\u00e9n vamos a investigar?<\/li><li>\u00bfQu\u00e9 vamos a medir?<\/li><li>En funci\u00f3n de la anterior pregunta, \u00bfen qu\u00e9 debemos fijarnos?<\/li><li>\u00bfQu\u00e9 resultados espero obtener?<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Adquisici\u00f3n de la informaci\u00f3n<\/h4>\n\n\n\n<ul><li>\u00bfC\u00f3mo lo hacen?<\/li><li>\u00bfQu\u00e9 es lo que hacen?<\/li><li>\u00bfEn qu\u00e9 momento lo hacen?<\/li><li>\u00bfD\u00f3nde lo hacen?<\/li><li>\u00bfPara qu\u00e9\/Por qu\u00e9 lo hacen?<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">An\u00e1lisis de los datos<\/h4>\n\n\n\n<p>Creas un cuadro comparativo entre lo que est\u00e1 haciendo tu empresa, los datos que has encontrado, qu\u00e9 est\u00e1n haciendo mejor que t\u00fa o el \u00e1rea\/departamento referido y c\u00f3mo lo puedes implementar en tu negocio.<\/p>\n\n\n\n<p>Aqu\u00ed te dejo un <strong><em>ejemplo <\/em><\/strong>de un posible cuadro comparativo de Benchmarking:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/anadelmazo.com\/wp-content\/uploads\/2022\/08\/Green-and-Black-Corporate-Comparison-Chart-2-1.png\" alt=\"Cuadro comparativo\" class=\"wp-image-786\" width=\"1024\" height=\"768\"\/><figcaption>Cuadro comparativo<\/figcaption><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Acci\u00f3n<\/h4>\n\n\n\n<p>Proponte un plazo de tiempo estimado para cumplir con los cambios que necesita tu empresa.<\/p>\n\n\n\n<p><strong><em>Comienza el cambio<\/em><\/strong> <strong><em>y sigue tu investigaci\u00f3n, \u00a1recuerda que el Benchmarking es un proceso continuo!<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Seguimiento<\/h4>\n\n\n\n<p>Desde que implantas la primera mejora y\/o novedad, estudia tus resultados para ver si a ti te funciona (no siempre lo que le funciona a los dem\u00e1s, tambi\u00e9n es v\u00e1lido para ti).<\/p>\n\n\n\n<p>Comprueba en qu\u00e9 porcentaje aumenta dicha mejora y compara con los resultados que esperabas obtener.<\/p>\n\n\n\n<p>\u00bfFunciona? <strong><em>Contin\u00faa con ese gran trabajo.<\/em><\/strong><\/p>\n\n\n\n<p>\u00bfNo funciona? <strong><em>Replant\u00e9ate si realmente conseguiste los datos que necesitabas, si lo has implementado correctamente o si la empresa en la que te has basado cumple con lo que tu empresa necesita.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00bfTe ha resultado \u00fatil? \u00bfTe han parecido interesantes los pasos a seguir como tip que te doy?<\/p>\n\n\n\n<p>\u00a1Te leo en los comentarios!<\/p>\n\n\n\n<p>\u00a1No te olvides! <a rel=\"noreferrer noopener\" href=\"https:\/\/anadelmazo.com\/\" target=\"_blank\">\u00danete<\/a> a mi comunidad y recibe las \u00faltimas actualizaciones.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>El Benchmarking es un proceso continuo del marketing en el que, a trav\u00e9s de tu competencia directa, realizas una investigaci\u00f3n sobre diferentes aspectos..<\/p>\n","protected":false},"author":2,"featured_media":7079,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[17,22,57,58,59,24,60,61,11,10],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":5}},"featured_image_urls":{"full":["https:\/\/anadelmazo.com\/wp-content\/uploads\/2020\/08\/Atraer-audiencia-8-1.png",995,556,false],"thumbnail":["https:\/\/anadelmazo.com\/wp-content\/uploads\/2020\/08\/Atraer-audiencia-8-1-150x150.png",150,150,true],"medium":["https:\/\/anadelmazo.com\/wp-content\/uploads\/2020\/08\/Atraer-audiencia-8-1-300x168.png",300,168,true],"medium_large":["https:\/\/anadelmazo.com\/wp-content\/uploads\/2020\/08\/Atraer-audiencia-8-1-768x429.png",768,429,true],"large":["https:\/\/anadelmazo.com\/wp-content\/uploads\/2020\/08\/Atraer-audiencia-8-1.png",995,556,false],"1536x1536":["https:\/\/anadelmazo.com\/wp-content\/uploads\/2020\/08\/Atraer-audiencia-8-1.png",995,556,false],"2048x2048":["https:\/\/anadelmazo.com\/wp-content\/uploads\/2020\/08\/Atraer-audiencia-8-1.png",995,556,false],"depicter-thumbnail":["https:\/\/anadelmazo.com\/wp-content\/uploads\/2020\/08\/Atraer-audiencia-8-1-200x112.png",200,112,true]},"post_excerpt_stackable":"<p>El Benchmarking es un proceso continuo del marketing en el que, a trav\u00e9s de tu competencia directa, realizas una investigaci\u00f3n sobre diferentes aspectos..<\/p>\n","category_list":"<a href=\"https:\/\/anadelmazo.com\/category\/marketing\/\" rel=\"category tag\">Marketing<\/a>","author_info":{"name":"Ana Del Mazo","url":"https:\/\/anadelmazo.com\/author\/adelmazo\/"},"comments_num":"1 comment","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>BENCHMARKING: QU\u00c9 ES, TIPOS Y ETAPAS - Ana del Mazo<\/title>\n<meta name=\"description\" content=\"Se trata de ver qu\u00e9 estrategias les est\u00e1n funcionando mejor a tus competidores, mejorarlas y utilizarlas con estos 7 pasos que te doy - LEER M\u00c1S\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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