¿Hacia dónde van las cosas y cómo será el futuro inmediato? Estas suelen ser algunas de las grandes preguntas que se hacen los marketeros, especialmente en terrenos que implican un cambio importante o que están en constante evolución, una que hace que sea casi imposible mantener el ritmo en lo que hacen y lo que no las marcas y lo que deberían o no hacer. El mundo de las redes sociales es uno de ellos. Las cosas están en constante evolución y las compañías tienen que estar adaptando su estrategia de marketing en todo momento. ¿Qué deben esperar las marcas y las empresas del futuro? ¿Cuáles serán las tendencias que dominarán el social media marketing en 2020, ese año que se ha convertido en momento hito en tantas previsiones y tantos planes pero que en realidad está a la vuelta de la esquina? En Hootsuite se han hecho la pregunta y de sus análisis y previsiones se pueden extraer 10 grandes tendencias. Lee más en PuroMarketing When Google recently announced as part of its GDPR compliance efforts that YouTube would stop supporting third-party ad serving on reserved buys in Europe, it raised concerns. It just so happens that one implication of that decision is that Google would be the only ad server that serves and tracks ads on YouTube in Europe. Google could use its wide reach as a global publisher, leading browser and prominent operating system provider to educate consumers and gather consent on behalf of the wide range of third parties whose services help support the rest of the digital world. Alternatively, Google could use its dominant position to restrict marketers’ ability to easily work with multiple publishers and their preferred technologies. Read more at AdExchanger Your retargeting program may be raking in some great results, but how do you know those are the best results you can get? Performance advertising software company Nanigans calculated that marketers left $5 billion in revenue on the table from their remarketing programs in 2017 by not optimizing for incremental revenue. Read more at MarketingProfs More than 40.5 million speakers of Spanish reside in the US, making it the country's second most common language, according to an infographic by MotionPoint. In the infographic, the company, provider of a turnkey solution for multilingual websites, explores the opportunities that the presence of Spanish-speakers affords US marketers. When Instagram Stories rolled onto the scene, I had a beef with them right away. Why on earth should I, as a marketer, invest a ton of time and energy creating posts that will be gone in 24 hours? As a user and a marketer, the idea didn’t make a ton of sense to me. I didn’t want to spend time creating and conceptualizing gorgeous, interesting posts that were going to be gone in a flash, with no social proof hanging around and the fact that the Stories would only be viewable if people happened to see it in a short time frame. Instagram Story Highlights fixed this problem (and officially out did Snapchat for good with this update). In this post, you’re going to learn about how to use Instagram Story Highlights to better promote your business in several different ways and how to create them. Read more at Business2Community Have you been tracking your website’s traffic from Facebook? If you haven’t, it’s time that you take a look. In early January of this year, Facebook announced a major change in their algorithm. This change is having a major change in what people see in their feeds, and it’s not a business-friendly change. In an attempt to curtail the “fake news” issues that have been plaguing the platform, Facebook had an algorithm change on January 11th that has had and will continue to have a dramatic impact on a business’s ability to get their organic posts in front of the people that they want to get in front of. Read more at Business2Community It is still too soon to tell if Facebook will suffer a major advertising backlash in the wake of the Cambridge Analytica data harvesting scandal. Anyone with a Facebook account will (should) know Facebook has been following them and their data since they signed up. After the news broke about Cambridge Analytica, we contacted a number of digital marketing companies to see what they were going to do, particularly given the popularity of Facebook as a channel for marketing to millennials. Surprisingly, we found many of them already investigating other ways to build marketing campaigns in the belief that social networks' role for marketers was already fading. In fact, the majority said that well-founded marketing strategies would continue to dominate as would established marketing techniques. Read more at CMSWire Internet se ha convertido en una parte muy importante de nuestras vidas diarias y también en uno de los escenarios clave en los que tienen que moverse las empresas. La red es, por tanto, un elemento más en la estrategia de posicionamiento y a la hora de llegar a los consumidores y debe ser una de las piezas clave a la hora de construir imagen de marca. Pero construir marca en internet no es tan fácil, o al menos no parece que las marcas que la están empleando para ello lo estén haciendo del todo bien, como se puede desprender del análisis que acaban de publicar en Warc. De entrada, las compañías se enfrentan a un problema en lo que a la red se refiere. El modo en el que se está midiendo el éxito y la respuesta de los consumidores a los contenidos que se publican online ha hecho que los responsables de estrategia digital se centren, sobre todo, en elementos que son inmediatos. En la medición del éxito en la red, ha ganado el corto plazo. Leer más en PuroMarketing Reputation is everything. Many of the opportunities presented to us come based on our reputations. Yet reputation is an intangible, ambiguous, and complex concept. It involves impressions, emotions, and perceptions encompassing the estimation in which a business, person, or thing is held by a specific group or the public at large. Businesses grow and succeed through their reputations. A digital presence and online communication strategy are not just part of a company’s reputation, they form the firm’s foundation — the most critical component to its survival and growth. But compared with traditional brand marketing, digital reputation management is a new frontier where applicable guidance and proven research are in limited supply. Read more at Business2Community
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6 Mobile Marketing Trends You Need to Know AboutThe concept of the mobile industry is steadily shifting, and the year 2018 is the time for marketers and brands to work on building meaningful consumer moments in the mobile space. It’s the time to cater to the growth of consumers who grab their smartphones as their first – and often only – device. Take a look at these 6 tips that are key components to successful mobile marketing. Read more at Business2Community La protección de datos supondrá una gran oportunidad para las marcasLejos de alarmismos o voces más pesimistas en la industria publicitaria, el nuevo reglamento europeo de protección de datos o GDPR no debe verse como una amenaza al sector sino todo lo contrario, porque traerá transparencia y supondrá una gran oportunidad para las marcas y los anunciantes en términos de eficiencia y control de procesos. Quienes cumplan con la normativa mejorarán su reputación y los consumidores confiarán más en esas empresas. Lee más en PuroMarketing Las redes sociales son la principal fuente de inspiración para la compra. Un 40% de los consumidores españoles, dispuestos a pagar más por recibir su compra en el día. Los consumidores españoles se decantan por una experiencia de compra que aúne las ventajas de la tienda física y de los smartphones. Esta es la principal conclusión del informe Consumer Insights Survey 2018, elaborado por PwC a partir de la opinión de 22.481 consumidores en 27 países -1.000 en España-. El estudio revela que la tienda física no ha quedado, ni mucho menos, en desuso. En los últimos tres años, el porcentaje de los consumidores españoles que acuden a las tiendas físicas, al menos una vez a la semana, ha crecido del 40% al 46%. Un comportamiento que se ha visto acompañado también por un incremento del uso de los teléfonos móviles: entre 2016 y 2018, se ha multiplicado por dos -del 7% al 14%- el porcentaje de los consumidores españoles los utiliza para comprar, al menos un vez a la semana, y un 28% usa sus smartphones para hacerlo, por lo menos, una vez al mes. Lee más en PuroMarketing Marketers taking a conservative approach to brand safety are pulling back from buying the long tail to minimize their exposure to fraudulent, non-viewable and brand-unsafe inventory. As premium publishers develop strong programmatic capabilities, brands are transacting with them directly rather than on the open exchange. EMarketer predicts that nearly 80% of programmatic dollars will be transacted through private marketplaces and direct deals by 2019. Read more at AdExchanger How Much Targeting Is Too Much Targeting?For brands that advertise products that are widely bought every month, as P&G does, paying for layers of expensive data often doesn’t deliver positive ROI. For these products, it is often a better strategy to start campaigns broadly and let the optimization algorithms do their job in finding the combinations of audiences, ad sizes, domains/apps, geographies, formats and other factors that deliver desired KPIs most efficiently. Read more at AdExchanger The Customer Service Imperative In Ad TechBrands place too high of a priority on impersonal technology versus strategic partnerships that garner access to innovative solutions. Everyone in the ad tech industry strives to beat competitors on features, but it takes more than features to win the hearts and minds of clients. One of the defining characteristics of technology is its potential to improve workflow. Buying through technology, rather than face-to-face, for example, has become the norm. However, while having good technology is incredibly valuable, client service may be the most important ingredient for success. Read more at AdExchanger How to ‘Get Persona-l’ with Your Mobile App UsersPersonas are the lifelike, fictional characters that reflect your customers’ innermost needs and desires. In the case of your app, the personas that you create will essentially represent your mobile app’s various groups of users. The ultimate objective of creating user personas is for you and your team to have quick and crystal-clear representations of who you will be building relationships with. Read more at Business2Community El CRM es ya la principal herramienta de software para las empresas El CRM se ha convertido en un aliado indispensable de los departamentos de marketing y en la herramienta que todos ellos incorporan para poder ser competitivos y eficientes a la hora de llegar al mercado. La importancia de esta herramienta no ha parado de crecer en los últimos años, lo que ya ha hecho que su posición en el mercado del software para empresas sea muy sólida. Lee más en PuroMarketing
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