{"id":2325,"date":"2013-08-07T18:17:23","date_gmt":"2013-08-07T18:17:23","guid":{"rendered":"http:\/\/utel.mx\/blog\/?p=2325"},"modified":"2023-03-10T16:52:32","modified_gmt":"2023-03-10T16:52:32","slug":"que-es-el-marketing-cultural","status":"publish","type":"post","link":"https:\/\/utel.mx\/blog\/10-consejos-para\/que-es-el-marketing-cultural\/","title":{"rendered":"\u00bfQu\u00e9 es el marketing cultural?"},"content":{"rendered":"<p><span style=\"color: #000000;\"><strong>El marketing cultural<\/strong> es un t\u00e9rmino que se refiere a la estrategia de <strong>dar difusi\u00f3n a los proyectos<\/strong> propuestos por las <strong>organizaciones o instituciones<\/strong> de car\u00e1cter propiamente cultural. El modelo de mercadotecnia para la cultura busca cubrir las necesidades de los consumidores espec\u00edficamente del mercado cultural.<\/span><\/p>\n<p><span style=\"color: #000000;\">Algunas de las tareas son: investigar sobre cu\u00e1les son los canales comunicativos m\u00e1s \u00f3ptimos para las instituciones p\u00fablicas o privadas dedicadas al mercado cultural, junto con la utilizaci\u00f3n de diversas t\u00e9cnicas de investigaci\u00f3n, cualitativas o cuantitativas, que ayudan a conocer el perfil del p\u00fablico potencial de una organizaci\u00f3n.<\/span><\/p>\n<h2><span style=\"color: #000000;\">\u00bfC\u00f3mo hacer marketing cultural?<\/span><\/h2>\n<p><span style=\"color: #000000;\">Se puede hablar de dos v\u00edas para hacer mercadotecnia cultural, el estudio del entorno\u00a0 natural -referente al sector cultural- o por la percepci\u00f3n de organizaciones ajenas al mundo de la cultura.<\/span><\/p>\n<p><span style=\"color: #000000;\">Este tipo de marketing no s\u00f3lo consiste en guiar el patrocinio de los servicios que ofrece una organizaci\u00f3n cultural, sino tambi\u00e9n depende en gran medida de la constante b\u00fasqueda de propuestas innovadoras que generan nuevos canales de comunicaci\u00f3n con la sociedad, para as\u00ed incitar a que el p\u00fablico se abra al panorama cultural.<\/span><\/p>\n<h3><span style=\"color: #000000;\">Funciones de la mercadotecnia cultural<\/span><\/h3>\n<p><span style=\"color: #000000;\">La funci\u00f3n es la de posicionar los \u201cproductos o servicios\u201d que ofrece una instituci\u00f3n u organizaci\u00f3n dentro del mercado cultural, a trav\u00e9s de la difusi\u00f3n y publicidad. Sus objetivos son:<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\">Captar nuevos clientes y mercados.<\/span><\/li>\n<li><span style=\"color: #000000;\">Aumentar los canales de distribuci\u00f3n comercial.<\/span><\/li>\n<li><span style=\"color: #000000;\">Informar, captar e incitar a un mayor consumo cultural.<\/span><\/li>\n<li><span style=\"color: #000000;\">Mejorar las relaciones con los distintos clientes de cualquier organizaci\u00f3n.<\/span><\/li>\n<li><span style=\"color: #000000;\">Aumentar la informaci\u00f3n sobre la realidad del mercado.<\/span><\/li>\n<li><span style=\"color: #000000;\">Sensibilizar socialmente a los p\u00fablicos.<\/span><\/li>\n<\/ul>\n<h3><span style=\"color: #000000;\">El marketing cultural ayuda a la organizaci\u00f3n a identificar el perfil de su p\u00fablico<\/span><\/h3>\n<p><span style=\"color: #000000;\">Concientiza al personal de la instituci\u00f3n sobre los recursos econ\u00f3micos y f\u00edsicos que tiene disponibles para posicionar rentabilidad de sus servicios y, por \u00faltimo, retoma su misi\u00f3n corporativa para despu\u00e9s determinar los elementos del marketing mix (producto, precio, plaza y promoci\u00f3n) y as\u00ed lograr el efecto deseado en su target.<\/span><\/p>\n<p><span style=\"color: #000000;\">Algunas estrategias para <strong>posicionar y vender<\/strong> el trabajo art\u00edstico dependen de una adecuada administraci\u00f3n de bienes. Acci\u00f3n que debe ser coherente con la misi\u00f3n a cumplir, que no es otra cosa sino la de promover la cultura a trav\u00e9s de una accesibilidad m\u00e1s fortuita que aumente su audiencia y facilite el acceso a distintos tipos de arte.<\/span><\/p>\n<p><span style=\"color: #000000;\">En general, el marketing cultural es el conjunto de acciones y estrategias cuyo objetivo es el de incrementar el inter\u00e9s cultural en la sociedad por medio de la difusi\u00f3n y publicidad y colaborando en el proceso, ya sea de formaci\u00f3n o consolidaci\u00f3n en la imagen de la organizaci\u00f3n.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #000000;\"><b>Ivan Mendoza Meneses<\/b><\/span><\/p>\n<p><span style=\"color: #000000;\"><b>UTEL Editorial<\/b><\/span><\/p>\n<p><a href=\"http:\/\/contacto.utel.edu.mx\/online\/formd\/UTEL\/?utm_source=blog&amp;utm_medium=boton-contacto&amp;utm_campaign=que-es-el-marketing-cultural\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-13724\" src=\"http:\/\/utel.mx\/blog\/wp-content\/uploads\/2014\/04\/boton_blog2.png\" alt=\"\u00bfQu\u00e9 es el marketing cultural? | Blog \u2013 UTEL\" width=\"232\" height=\"71\" \/><\/a><\/p>\n<div id=\"advads-682636687\" class=\"advads-cta-lp-banner-form advads-entity-placement\"><a href=\"https:\/\/utel.mx\/blog\/admisiones-universidad-online\/?utm_source=blog&#038;utm_medium=CTAlink&#038;utm_campaign=MKTseo\" aria-label=\"Universidad en linea\"><img src=\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2025\/04\/universidad-en-linea-1.png\" alt=\"Universidad en linea\"  srcset=\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2025\/04\/universidad-en-linea-1.png 626w, https:\/\/utel.mx\/blog\/wp-content\/uploads\/2025\/04\/universidad-en-linea-1-420x168.png 420w\" sizes=\"(max-width: 626px) 100vw, 626px\" width=\"626\" height=\"250\"   \/><\/a><\/div>","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":38661,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[32],"tags":[],"class_list":["post-2325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-10-consejos-para"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfQu\u00e9 es el marketing cultural? 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