El iceberg del marketing online

By diciembre 4, 2014Actualidad

El marketing online nos brinda un amplio abanico de posibilidades para llevar a cabo una campaña de comunicación. Es un mundo desconocido; si lo comparamos con un iceberg solo conoceríamos la parte de la cúspide que sobresale del agua, mientras que por debajo hay una parte escondida mucho más grande. El marketing online ofrece muchas más oportunidades de las que se creen y hay que saber aprovecharlas. Una campaña de marketing debe su eficiencia al tipo de campaña, al target (o público objetivo) al que va dirigida y a lo que queremos lograr con ella. Por lo tanto, debemos elegir un tipo de estrategia u otra dependiendo de nuestros objetivos:

iceberg

o         Estrategia de branding: La intención es dar a conocer y reforzar una marca. Para una rentabilidad a largo plazo y para productos en crecimiento es la más completa. Se trata de una estrategia de cobertura para un target amplio.

o         Estrategia de tráfico (o por click): Cuando el objetivo es generar visitas e involucrar al usuario, la estrategia de tráfico es la más adecuada. Necesita un mayor nivel de afinidad que la de branding y, al igual que esta, funciona a medio o largo plazo.

o         Estrategia de solicitudes: Nuestro objetivo ya no es solo que los usuarios visiten nuestra página, queremos que se interesen en ella y que se conviertan en futuros clientes, por ejemplo, nuestro objetivo puede ser que rellenen un formulario de información. Esta campaña es de afinidad y los beneficios son a corto plazo.

o         Estrategia de rentabilidad: Buscamos que el cliente cierre la compra de manera inmediata y recibir un beneficio a corto plazo, esta campaña es por lo tanto de muy baja cobertura y de alta afinidad.

Cada estrategia es adecuada para un tipo de empresa o de campaña, no todos los trajes le sientan bien a todo el mundo y para encontrar el que se ajuste a nuestra talla es necesario disponer del mejor sastre.

 


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