La medición y la eficacia en los contenidos publicados es la máxima es cualquier estrategia de marketing.
La velocidad a la que avanza la tecnología, ha dado paso a nuevas herramientas, tendencias y disciplinas. Por un lado suponen una oportunidad de mejorar la medición eficiencia del trabajo, por otro representan retos en ocasiones inabarcables.
Aunque adaptarse, cambiar y evolucionar es toda una obligación en el actual mercado. Hay que encontrar el equilibrio manteniendo la esencia del marketing, cuyos principios no cambian nunca.
Estas 3 reglas de The Drum no pueden faltar en toda estrategia de marketing si quiere mejorar la medición, eficacia y comunicación con sus clientes
1. Trabajar los canales de marketing de manera integrada
El poder del buen marketing reside en la combinación de los diferentes medios para enviar el mensaje a todos los consumidores potenciales en cada paso del customer journey.
Aunque cada medio tiene sus propias ventajas en función de la etapa del funnel de la que se trate, los métodos tradicionales para medir el impacto y la eficiencia de las acciones, no miden la “interactividad de los canales.
Apostar por modelos de atribución sofisticados que consideran la secuencia el timing y la combinación de los canales.
2. La performance no lo es todo
La performance importa, pero no lo es todo. No hay que matar al medio cuando algo o funciona, ni vanagloriarlo cuando da resultados.
Todos los canales pueden funcionar si el mensaje es claro, atractivo y relevante. Aunque dar con la clave del éxito es complicado, pues se trata de un complejo rompecabezas en el que las piezas no siempre encajan, una medición completa debe incluir el impacto comercial, las opiniones de los consumidores y sus respuestas.
3. Centrarse en el corto plazo, sin perder de vista el futur
Los enormes cambios que se han producido en la última década en el comportamiento de los consumidores, sobre todo a raíz de la proliferación de plataformas y servicios digitales, ha llevado a muchos a sentenciar a algunos medios.
Los marketeros tienen la habilidad de medir y optimizar su trabajo como nunca para lanzar poderosas campañas, pero deben asegurarse de entender sus estrategias de manera holística utilizando todas las herramientas a su disposición para medir y mejorar la eficacia.
Utilizar los canales y estrategias adecuadas para mejorar la comunicación con los clientes, es una reto para las marcas. Si necesitas una estrategia de marketing y comunicación digital, ponte en contacto con nosotros para mejorar tus acciones.
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