{"id":2954,"date":"2015-09-10T11:26:54","date_gmt":"2015-09-10T09:26:54","guid":{"rendered":"http:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/?p=2954"},"modified":"2025-07-10T16:37:47","modified_gmt":"2025-07-10T14:37:47","slug":"el-marketing-electoral-tambien-se-reinventa","status":"publish","type":"post","link":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa","title":{"rendered":"El marketing electoral tambi\u00e9n se reinventa"},"content":{"rendered":"<p style=\"text-align: justify\">El marketing se est\u00e1 aplicando a una gran variedad de \u00e1mbitos de la sociedad, y el pol\u00edtico no pod\u00eda ser menos. De hecho, hay una rama del marketing dedicada a la estrategia pol\u00edtica. Este conjunto de t\u00e9cnicas se conocen como marketing electoral o marketing pol\u00edtico. El t\u00e9rmino electoral ser\u00eda m\u00e1s apropiado para \u00e9pocas de elecciones, aunque\u00a0<strong>marketing electoral o pol\u00edtico<\/strong>\u00a0es aplicable a cualquiera de los momentos en los que los partidos intentan hacer llegar su mensaje a los ciudadanos.<\/p>\n<p style=\"text-align: justify\">Independientemente de la ideolog\u00eda y posici\u00f3n de los partidos pol\u00edticos, todos ellos confluyen en una serie de premisas b\u00e1sicas a la hora de \u201cvender\u201d sus ideas. Y, como no, la era digital y las <strong>nuevas tendencias del marketing<\/strong> tambi\u00e9n han alcanzado a la pol\u00edtica.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\/#Nuevas_tecnicas_de_marketing_electoral\" title=\"Nuevas t\u00e9cnicas de marketing electoral\">Nuevas t\u00e9cnicas de marketing electoral<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\/#Fundamentacion_en_tecnicas_de_neuromarketing\" title=\"Fundamentaci\u00f3n en t\u00e9cnicas de neuromarketing.\">Fundamentaci\u00f3n en t\u00e9cnicas de neuromarketing.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\/#Inclusion_del_branded_content\" title=\"Inclusi\u00f3n del branded content.\">Inclusi\u00f3n del branded content.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\/#Uso_de_redes_sociales\" title=\"Uso de redes sociales.\">Uso de redes sociales.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\/#Utilizacion_del_big_data\" title=\"Utilizaci\u00f3n del big data.\">Utilizaci\u00f3n del big data.<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\/#%C2%BFReconoces_alguna_de_estas_acciones_en_las_ultimas_campanas_electorales\" title=\"\u00bfReconoces alguna de estas acciones en las \u00faltimas campa\u00f1as electorales?\">\u00bfReconoces alguna de estas acciones en las \u00faltimas campa\u00f1as electorales?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Nuevas_tecnicas_de_marketing_electoral\"><\/span>Nuevas t\u00e9cnicas de marketing electoral<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">Vamos a analizar los cuatro puntos m\u00e1s interesantes que el marketing pol\u00edtico y\/o electoral ha adaptado a las nuevas t\u00e9cnicas:<\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Fundamentacion_en_tecnicas_de_neuromarketing\"><\/span>Fundamentaci\u00f3n en t\u00e9cnicas de neuromarketing.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Si una de las premisas b\u00e1sicas que defiende el neuromarketing es la de que los consumidores tienen en el miedo uno de los principales elementos decisores, el marketing pol\u00edtico ha extrapolado perfectamente el t\u00e9rmino. Esto es que, si un consumidor, seg\u00fan el neuromarketing, elige el producto \u201cmenos malo\u201d de entre aquellos que tiene en su rango de selecci\u00f3n, los electores tienen entre sus principales criterios de elecci\u00f3n, el de <strong>votar a aquel candidato o partido que sientan que les va a perjudicar menos<\/strong>.<\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Inclusion_del_branded_content\"><\/span>Inclusi\u00f3n del branded content.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Este hecho se traduce en que los pol\u00edticos apuestan cada vez menos por la publicidad pagada, es decir, anuncios en diferentes medios de comunicaci\u00f3n, y se orientan m\u00e1s a la <strong>aparici\u00f3n en espacios de debate<\/strong>, entrevistas y similares. De este modo, su mensaje no se introduce dentro de un contexto \u201ccomercial\u201d, sino que va dentro de un espacio de contenidos pol\u00edticos, donde tienen mayor margen para emitir un contenido m\u00e1s dilatado.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Uso_de_redes_sociales\"><\/span>Uso de redes sociales.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Unido al punto anterior, se opta de una forma mayoritaria por el uso de redes sociales. En t\u00e9rminos de marketing, se ha pasado de un marketing unidireccional, en el que el emisor lanzaba mensajes a trav\u00e9s de un medio sin opci\u00f3n a poder recibir respuesta, por un <strong><a href=\"https:\/\/www.elpublicista.es\/articulos\/marketing-bidireccional-herramienta-clave-para-pyme-global\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">marketing bidireccional<\/a> <\/strong>donde el emisor y receptor usan el mismo medio, y puede establecerse conexi\u00f3n directa entre ellos.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Utilizacion_del_big_data\"><\/span>Utilizaci\u00f3n del big data.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">El an\u00e1lisis de datos ha sido una constante en el mundo pol\u00edtico desde que este existe, pero nunca se hab\u00eda llegado al nivel al que ha podido acercar la era del <a href=\"https:\/\/www.inesem.es\/Master-En-Big-Data-Y-Business-Intelligence-Data-Science\" target=\"_blank\" rel=\"noopener noreferrer\">big data<\/a>. Una de las grandes novedades que ha implicado su uso ha sido la profundizaci\u00f3n al m\u00e1ximo en diversas variables, provocando ello una mayor intensificaci\u00f3n del <strong>marketing one to one<\/strong>, y concentrando esfuerzos y recursos de una forma m\u00e1s productiva.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFReconoces_alguna_de_estas_acciones_en_las_ultimas_campanas_electorales\"><\/span>\u00bfReconoces alguna de estas acciones en las \u00faltimas campa\u00f1as electorales?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">De hecho, el cambio en los \u00faltimos a\u00f1os ha sido tan significativo que ya nos parecer\u00eda raro que algunos de los pol\u00edticos m\u00e1s conocidos no tuviera perfil en <em>Facebook<\/em> o <em>Twitter.\u00a0<\/em>Esto es algo que puede ser tanto positivo como negativo para ellos. Es cierto que de esta forma tienen una comunicaci\u00f3n m\u00e1s cercana con los ciudadanos, pero tambi\u00e9n est\u00e1s m\u00e1s expuestos a cr\u00edticas por parte de los votantes.<\/p>\n<p style=\"text-align: justify\">Estas t\u00e9cnicas se est\u00e1n desarrollando cada vez m\u00e1s, en un futuro veremos hasta donde llegan las nuevas t\u00e9cnicas del <a href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/marketing-politico\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing electoral<\/a>. Hasta entonces, intentad no caer en ellas. Saber reconocer las t\u00e9cnicas de marketing pol\u00edtico pueden ayudarte a la hora de decidirte por un partido u otro. <strong>Ser cr\u00edtico<\/strong> es una de las principales herramientas que tenemos para combatir estas t\u00e9cnicas de persuasi\u00f3n pol\u00edtica.\u00a0 \u00a1Piensa por ti mismo!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El marketing se aplica tambi\u00e9n a la pol\u00edtica: \u00bfqu\u00e9 sabes de marketing electoral? Descubre los medios y las t\u00e9cnicas m\u00e1s utilizadas en marketing electoral, \u00a1seguro reconocer\u00e1s algunas estrategias!<\/p>\n","protected":false},"author":39058,"featured_media":4883,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"class_list":["post-2954","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-y-publicidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfQu\u00e9 es el marketing electoral y c\u00f3mo se aplica?<\/title>\n<meta name=\"description\" content=\"El marketing electoral est\u00e1 adquiriendo una gran cantidad de elementos del marketing convencional. Podemos dividir en cuatro los elementos que m\u00e1s influyen.\" \/>\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.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 es el marketing electoral y c\u00f3mo se aplica?\" \/>\n<meta property=\"og:description\" content=\"El marketing electoral est\u00e1 adquiriendo una gran cantidad de elementos del marketing convencional. Podemos dividir en cuatro los elementos que m\u00e1s influyen.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\" \/>\n<meta property=\"og:site_name\" content=\"Canal Gesti\u00f3n Empresarial\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/InesemBusinessSchool\/\" \/>\n<meta property=\"article:published_time\" content=\"2015-09-10T09:26:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-10T14:37:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1620\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"V\u00edctor Fern\u00e1ndez Requena\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@inesem\" \/>\n<meta name=\"twitter:site\" content=\"@inesem\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"V\u00edctor Fern\u00e1ndez Requena\" \/>\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:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\"},\"author\":{\"name\":\"V\u00edctor Fern\u00e1ndez Requena\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/b0ea047bc649d773a1c33589a30a92cb\"},\"headline\":\"El marketing electoral tambi\u00e9n se reinventa\",\"datePublished\":\"2015-09-10T09:26:54+00:00\",\"dateModified\":\"2025-07-10T14:37:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\"},\"wordCount\":679,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral.jpg\",\"keywords\":[\"branded content\",\"elecciones\",\"marketing bidireccional\",\"marketing electoral\",\"neuromarketing\",\"pol\u00edtico\",\"redes sociales\"],\"articleSection\":[\"Marketing y Publicidad\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\",\"name\":\"\u00bfQu\u00e9 es el marketing electoral y c\u00f3mo se aplica?\",\"isPartOf\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral.jpg\",\"datePublished\":\"2015-09-10T09:26:54+00:00\",\"dateModified\":\"2025-07-10T14:37:47+00:00\",\"description\":\"El marketing electoral est\u00e1 adquiriendo una gran cantidad de elementos del marketing convencional. Podemos dividir en cuatro los elementos que m\u00e1s influyen.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#primaryimage\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral.jpg\",\"contentUrl\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral.jpg\",\"width\":\"1620\",\"height\":\"1080\",\"caption\":\"todo sobre marketing electoral\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing y Publicidad\",\"item\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/categorias\/marketing-y-publicidad\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"El marketing electoral tambi\u00e9n se reinventa\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#website\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/\",\"name\":\"Canal Gesti\u00f3n Empresarial\",\"description\":\"Canal de Noticias gestionado por el Departamento Docente de Gesti\u00f3n Empresarial de INESEM\",\"publisher\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization\",\"name\":\"Canal Gesti\u00f3n Empresarial\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/logo\/image\/\",\"url\":\"\",\"contentUrl\":\"\",\"caption\":\"Canal Gesti\u00f3n Empresarial\"},\"image\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/InesemBusinessSchool\/\",\"https:\/\/x.com\/inesem\",\"http:\/\/www.linkedin.com\/company\/2370697\",\"https:\/\/www.youtube.com\/user\/inesembusinesschool\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/b0ea047bc649d773a1c33589a30a92cb\",\"name\":\"V\u00edctor Fern\u00e1ndez Requena\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-content\/blogs.dir\/16\/files\/2013\/10\/V\u00edctor-Fern\u00e1ndez-Requena_avatar_1.jpg\",\"contentUrl\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-content\/blogs.dir\/16\/files\/2013\/10\/V\u00edctor-Fern\u00e1ndez-Requena_avatar_1.jpg\",\"caption\":\"V\u00edctor Fern\u00e1ndez Requena\"},\"description\":\"Diplomado en Turismo y Licenciado en Ciencias del Trabajo por la Universidad de Granada. Experiencia en gesti\u00f3n de recursos humanos, marketing relacional y personal branding. Especial enfoque en las nuevas tendencias en comunicaci\u00f3n y estrategia empresarial. Profesor del Departamento de Gesti\u00f3n Empresarial en INESEM Business School.\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/autores\/victor-fernandez-requena\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"\u00bfQu\u00e9 es el marketing electoral y c\u00f3mo se aplica?","description":"El marketing electoral est\u00e1 adquiriendo una gran cantidad de elementos del marketing convencional. Podemos dividir en cuatro los elementos que m\u00e1s influyen.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa","og_locale":"es_ES","og_type":"article","og_title":"\u00bfQu\u00e9 es el marketing electoral y c\u00f3mo se aplica?","og_description":"El marketing electoral est\u00e1 adquiriendo una gran cantidad de elementos del marketing convencional. Podemos dividir en cuatro los elementos que m\u00e1s influyen.","og_url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa","og_site_name":"Canal Gesti\u00f3n Empresarial","article_publisher":"https:\/\/www.facebook.com\/InesemBusinessSchool\/","article_published_time":"2015-09-10T09:26:54+00:00","article_modified_time":"2025-07-10T14:37:47+00:00","og_image":[{"width":1620,"height":1080,"url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral.jpg","type":"image\/jpeg"}],"author":"V\u00edctor Fern\u00e1ndez Requena","twitter_card":"summary_large_image","twitter_creator":"@inesem","twitter_site":"@inesem","twitter_misc":{"Escrito por":"V\u00edctor Fern\u00e1ndez Requena","Tiempo de lectura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#article","isPartOf":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa"},"author":{"name":"V\u00edctor Fern\u00e1ndez Requena","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/b0ea047bc649d773a1c33589a30a92cb"},"headline":"El marketing electoral tambi\u00e9n se reinventa","datePublished":"2015-09-10T09:26:54+00:00","dateModified":"2025-07-10T14:37:47+00:00","mainEntityOfPage":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa"},"wordCount":679,"commentCount":0,"publisher":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization"},"image":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#primaryimage"},"thumbnailUrl":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral.jpg","keywords":["branded content","elecciones","marketing bidireccional","marketing electoral","neuromarketing","pol\u00edtico","redes sociales"],"articleSection":["Marketing y Publicidad"],"inLanguage":"es","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa","name":"\u00bfQu\u00e9 es el marketing electoral y c\u00f3mo se aplica?","isPartOf":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#primaryimage"},"image":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#primaryimage"},"thumbnailUrl":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral.jpg","datePublished":"2015-09-10T09:26:54+00:00","dateModified":"2025-07-10T14:37:47+00:00","description":"El marketing electoral est\u00e1 adquiriendo una gran cantidad de elementos del marketing convencional. Podemos dividir en cuatro los elementos que m\u00e1s influyen.","breadcrumb":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#primaryimage","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral.jpg","contentUrl":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral.jpg","width":"1620","height":"1080","caption":"todo sobre marketing electoral"},{"@type":"BreadcrumbList","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/el-marketing-electoral-tambien-se-reinventa#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/"},{"@type":"ListItem","position":2,"name":"Marketing y Publicidad","item":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/categorias\/marketing-y-publicidad"},{"@type":"ListItem","position":3,"name":"El marketing electoral tambi\u00e9n se reinventa"}]},{"@type":"WebSite","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#website","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/","name":"Canal Gesti\u00f3n Empresarial","description":"Canal de Noticias gestionado por el Departamento Docente de Gesti\u00f3n Empresarial de INESEM","publisher":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Organization","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization","name":"Canal Gesti\u00f3n Empresarial","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/","logo":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/logo\/image\/","url":"","contentUrl":"","caption":"Canal Gesti\u00f3n Empresarial"},"image":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/InesemBusinessSchool\/","https:\/\/x.com\/inesem","http:\/\/www.linkedin.com\/company\/2370697","https:\/\/www.youtube.com\/user\/inesembusinesschool\/"]},{"@type":"Person","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/b0ea047bc649d773a1c33589a30a92cb","name":"V\u00edctor Fern\u00e1ndez Requena","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/image\/","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-content\/blogs.dir\/16\/files\/2013\/10\/V\u00edctor-Fern\u00e1ndez-Requena_avatar_1.jpg","contentUrl":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-content\/blogs.dir\/16\/files\/2013\/10\/V\u00edctor-Fern\u00e1ndez-Requena_avatar_1.jpg","caption":"V\u00edctor Fern\u00e1ndez Requena"},"description":"Diplomado en Turismo y Licenciado en Ciencias del Trabajo por la Universidad de Granada. Experiencia en gesti\u00f3n de recursos humanos, marketing relacional y personal branding. Especial enfoque en las nuevas tendencias en comunicaci\u00f3n y estrategia empresarial. Profesor del Departamento de Gesti\u00f3n Empresarial en INESEM Business School.","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/autores\/victor-fernandez-requena"}]}},"autor_name":{"name":"V\u00edctor Fern\u00e1ndez Requena"},"featured_image":{"attachment_meta":{"width":"1620","height":"1080","file":"2015\/09\/marketing-electoral.jpg","sizes":{"thumbnail":{"file":"marketing-electoral-345x180.jpg","width":"345","height":"180","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-345x180.jpg"},"medium":{"file":"marketing-electoral-175x175.jpg","width":"175","height":"175","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-175x175.jpg"},"medium_large":{"file":"marketing-electoral-768x512.jpg","width":"768","height":"512","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-768x512.jpg"},"large":{"file":"marketing-electoral-1020x680.jpg","width":"1020","height":"680","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-1020x680.jpg"},"wysija-newsletters-max":{"file":"marketing-electoral-600x400.jpg","width":"600","height":"400","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-600x400.jpg"},"thumb-small":{"file":"marketing-electoral-59x42.jpg","width":"59","height":"42","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-59x42.jpg"},"thumb-standard":{"file":"marketing-electoral-110x110.jpg","width":"110","height":"110","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-110x110.jpg"},"thumb-medium":{"file":"marketing-electoral-196x166.jpg","width":"196","height":"166","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-196x166.jpg"},"thumb-large":{"file":"marketing-electoral-283x190.jpg","width":"283","height":"190","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-283x190.jpg"},"thumb-anteriores":{"file":"marketing-electoral-230x163.jpg","width":"230","height":"163","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-230x163.jpg"},"thumb-inverso":{"file":"marketing-electoral-369x261.jpg","width":"369","height":"261","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-369x261.jpg"},"thumb-cercano":{"file":"marketing-electoral-650x200.jpg","width":"650","height":"200","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-650x200.jpg"},"thumb-slider":{"file":"marketing-electoral-574x430.jpg","width":"574","height":"430","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-574x430.jpg"},"thumb-busqueda":{"file":"marketing-electoral-580x375.jpg","width":"580","height":"375","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-580x375.jpg"},"thumb-formacion-continua":{"file":"marketing-electoral-440x336.jpg","width":"440","height":"336","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-440x336.jpg"},"advps-thumb-one":{"file":"marketing-electoral-600x220.jpg","width":"600","height":"220","mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2015\/09\/marketing-electoral-600x220.jpg"}},"image_meta":{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}}},"_links":{"self":[{"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/posts\/2954"}],"collection":[{"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/users\/39058"}],"replies":[{"embeddable":true,"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/comments?post=2954"}],"version-history":[{"count":0,"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/posts\/2954\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/media\/4883"}],"wp:attachment":[{"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/media?parent=2954"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/categories?post=2954"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}