Por: Cristina Domínguez
Los datos pequeños e hipersegmentados aportan información más valiosa que el big data para la ejecución de una estrategia de marketing. No hay ninguna duda sobre el potencial del big data, que puede ayudar a las empresas a conocer a sus clientes, sus necesidades y sus motivaciones de compra, pero a veces parece que fuese la solución a todas las plegarias, y muchos se olvidan de la importancia del toque personal en el marketing, de la microsegmentación, y de los datos que hacen referencia a los detalles más pequeños. No es el caso de los responsables de marketing, como lo revela una nueva encuesta de Campaigner y J2 Global en la que dos tercios de los encuestados aseguran que el Small data y los hipersegmentados pueden aportan información más valiosa que el tan de moda Big data (mayor volumen de criterios y datos) para la ejecución de una estrategia de marketing. En concreto, el 33,9% elige los datos pequeños y segmentados de la propia audiencia target como la información más útil, seguida del small data sobre el sector de industria específico (18,5%). Por detrás quedarían el big data sobre la audiencia target y hábitos de compra (14,7%), small data sobre los clientes ya existentes (13,4%), big data sobre clientes existentes (12,7%) y big data sobre la industria (6,9%). Más en PuroMarketing
Los millennials crecen y se desarrollan principalmente con ayuda de la tecnología, el internet y los dispositivos móviles. Su estilo de vida ha transformando la forma de comprar, incluso influyendo en cómo compran las demás generaciones.El colectivo de jóvenes entre 20 y 30 años se informa a través de Internet, compran por Internet, conocen amigos a través de la red y siempre tiene un smartphone en la mano, indica el portal de compras online Linio.A continuación, los 4 productos que compraron más los millennials en 2015. Más en Forbes
By Corey Layton. When was the last time you were so engrossed with an ad that you rewound it to hear it again? No? Never? Not even once? There's a revolution taking place, and the traditional media giants have yet to realize it. Podcasts are transforming advertising. Podcast producers have become pioneers in creating a different commercial model, where audiences are choosing to not skip the ads, but in some cases rewind to hear them again. Commercial departments have always had a rocky relationship with programming teams at TV and radio networks. Despite providing the primary source of income, commercials are the one point in the schedule that programmers and content directors don't care to control. Which doesn't make sense when it represents the moment audiences switch off. What would happen if programmers focused their attention on the ads, treating them the same way they treat their shows, with careful crafting to ensure that they, too, entertain. Could this help to reduce the rate of audience opt-out? More at AdAge
Por: Alberto Payo Linkedin es la plataforma más popular para estos altos cargos. El 70% de aquellos que son activos en una sola herramienta de Social Media están en la red social profesional. Puede que sea la edad, la pertenencia a otra generación o el abigarramiento a procesos de negocios antiguos que han funcionado durante mucho tiempo, pero los dirigentes de las mayores empresas del mundo continúan sin prestar demasiada atención a las redes sociales, al menos de manera personal. Un estudio elaborado por el proveedor de software Domo y CEO.com muestra que la presencia de los CEOs de las compañías del Fortune 500 en el mundo del Social Media continúa siendo muy escasa. El 61% de los consejeros delegados de estas organizaciones no es activo en ninguna red social. Domo halló que 195 de estos ejecutivos tienen una cuenta que actualizan con cierta regularidad en alguna de las seis plataformas principales: Facebook, Twitter, Google+, Instagram, Linkedin y YouTube. Sin embargo, ninguno de ellos es activo a través de las seis. Más en ITEspresso.
Over the past 5 years, marketing has had to more closely align with sales, service and support to truly connect the customer experience, say respondents to a new study [download page] from the CMO Council and Pegasystems. The survey of more than 150 marketers (60% exclusively B2B; 56% from companies with more than $1 billion in revenues) also finds many saying that customer expectations for more relevant, personalized experiences have increased. Interestingly, respondents were about equally as likely to say that the proliferation of online and offline channels has made for a cluttered and confused market as they were to say that it is now easier to connect with customers thanks to digital experiences. In other words, it seems that over the past 5 years new digital channels have presented both challenges and opportunities. (For a look at how audiences vary across different media channels today, see MarketingCharts’ newest study, US Media Audience Demographics.) More at MarketingCharts
Note: The Hitwise data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 10 million US internet users. Each month, Hitwise measures more than 20 million unique websites, including sub-domains of larger websites, and 500 million searches. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage may not include traffic for all sub-domains of certain websites that could be reported on separately. More at Marketing Charts
Ben Woods by BEN WOODS. Spotify will start showing video content from selected third-party partners this week as the company tries to broaden its appeal beyond straight music streaming in the face of strong competition from rivals. The first video content on the platform will only be available to Android users in the US, UK, Germany and Sweden, but iOS users will have to wait until next week. Launch partners include the BBC, ESPN, Vice Media and Maker Studios, among others. Spotify first announced its intention to start featuring video content back in May last year, but has been working on the best way to implement it. While details remain unclear about how exactly the videos will be presented, a company exec told the WSJ that it had seen the most resonance with videos when they are clips that are specifically tied to music in some way (like the Maker Studio clip below) or when they’re contextually relevant to the viewer – ie. they’re based on the sort of music you listen to. More at The Next Web
By: Andrii Degeler Monetization of content projects, be it a newspaper or online-only news publication, is a pain these days. When we saw massive newspapers dying, everyone around seemed to be quite sure that all the advertising money from the print will soon appear in the online media — but that never happened. Making money off news content and quality feature stories has been among the hot topics at media conferences and other gatherings for years, though no one seems to know the universal answer to this by now. What’s crystal clear is that virtually no publication of any significant size is currently able to stay afloat solely on advertising revenues. This thesis has been re-emphasized by the rising popularity of ad blockers, including those on iOS 9. Some publications have found alternative income sources, from conventional paywalls to governmental grants to business diversification. The others either died or had to significantly tighten up the belts. The crisis for some, however, means an opportunity for others, as it usually happens. The past couple of years have seen a number of startups trying to offer cash-starved media new ways of monetizing their content. Currently there seem to be one main idea of how it’s possible to make the readers pay for the content they consume — micro-payments. The question is how to implement them in a right way. More at The Next Web
Los Premios IAB Conecta evolucionan a partir de este año en los Premios IAB MIXX, llegando a su octava edición. Agencias, medios y anunciantes podrán inscribir sus casos más destacados de 2015 en las siguientes fechas y etapas: Etapa regular: del 18 de enero al 14 de febrero Etapa tardía: del 15 al 29 de febrero Los casos podrán inscribirse en las categorías de Campañas o Herramientas. En esta ocasión se integra un nueva categoría en la parte de Herramientas, Creatividad inspirada en datos, la cual tiene como objetivo aprovechar la data de una manera que inspire a través de su ejecución y su concepto creativo. Entre los reconocimientos especiales que se otorgarán se encuentran: Agencia del Año, Anunciante del Año y Best in Show. También destacan el premios Risk Taker, el cual reconocerá al proyecto que cuestione y proponga nuevos paradigmas para la marca en el contexto de su industria; Innovación, que reconocerá el trabajo experimental o de innovación en comunicación digital y su contribución a los objetivos de una marca; y PYME, que busca reconocer al caso que genere impacto en el crecimiento de la empresa, derivado de estrategias digitales y con el fin de fomentar la inversión y la visión del negocio digital impulsando la industria de pequeñas y medianas empresas en México. Más en IAB México
Not only did more than eight in 10 internet users ages 18 to 29 have a Facebook account, based on polling by Harvard University Institute of Politics and GfK, but it was also the only site studied where Republicans and independents were both more-represented than Democrats. Instagram was the No. 2 site overall among the millennials surveyed. More than half of millennials who self-identified as Democrats said they had an Instagram account—10 points ahead of millennial Republicans and 12 points ahead of independents. Millennial penetration of Twitter, Snapchat and Pinterest was clustered in the 34% to 38% range, but usage of the three sites varied based on political views. Twitter was biggest among Democrats, who were 9 points more likely than independents and 7 points more likely than Republicans to use the service. Millennial Democrats were also 10 points more likely to use Twitter than they were to use Pinterest, notably larger than the 4-point spread in overall penetration between the two sites. More at eMarketer