La ruta del marketing digital #Infografía

Según la infografía que podemos ver, el social media marketing es la puerta de entrada donde las empresas pueden agregar valor a sus productos e interactuar con su público objetivo. Y el inbound marketing es el conjunto de técnicas que se utiliza para aumentar la interacción en las redes o la web digital.

DIGITAL MARKETING

Youtube MastHead, caso de éxito #Heineken

Luego de explorar la Web promocional de Youtube , noté grandes cambios y una alternativa con resultados comprobados para la TV. Dicho de otra forma, más que una alternativa, sería un complemento:

Otro ejemplo, usando #QR code para la última película 007  “Skyfall”:

#Google Advertising: “Think of us like TV”

Google Advertising: “Think of us like TV”

Google out to get mega TV advertising bucks and assumes use of GRP rating system

According to All Things D, Google is out to attract mega dollars from advertisers by implementing the use of gross rating points (GRP). For those who aren’t familiar with GRP, it’s the system used by advertisers in the television industry to assess the value of a particular slot based on potential audience size and the frequency in which they might view a certain campaign. As you can imagine, large GRP equals big cost to the advertisers.

GRP has been used frequently by media buyers to compare the impact of different media vehicles. By adding this rating scale to their various advertising spaces and time, Google can potentially attract many clients from a traditional television platform. I am sure this will be a tactic employed by many in the web-based marketing business.

Because a GRP is an accepted form of evaluation in the media business it makes really good sense that more and more entities in the online arena adopt this scale. But there are inherent problems with adapting GRP directly from television to internet that should be addressed. Nielsen set out to adapt the measure last year and added some additional figures to more accurately use the GRP to predict advertising success in an online format.

Here’s what Nielsen wrote of their rating scale last June:

“The answer to this fundamental problem lies in Nielsen’s new approach to online ad measurement which produces Reach, Frequency and Gross Rating Points (GRP) statistics, comparable to TV ratings.”

“Nielsen Online Campaign Ratings measures the true audience of an online ad campaign by combining Nielsen panel data with aggregated, anonymous demographic data from online data providers. Using this unique hybrid approach, Nielsen is able to measure online advertising campaigns of nearly any size, running nearly anywhere on the web.”

“This will help advertisers better understand how their media investments are performing against their online only and cross-media campaign goals.”

So users of the GRP format should understand that more data is required to do a fair comparison between an online ad campaign and one running on in a more traditional television format. Like most rating scales, some tweaking is required before you generalize results from one platform to another.

There’s no doubt a reliable rating scale is essential to the health and growth of online advertising, but we need to make sure that metric is sound before we start passing it off as a true indicator of advertising effectiveness. Google recently pushed forward with the help of IAB’s Making Measurement Make Sense coalition, in hopes of creating and promoting a widely recognized metric for the industry.

vía: http://www.webpronews.com/google-advertising-think-of-us-like-tv-2012-04

El CTR de los anuncios de Facebook, increíblemente bajo

01-02-2011 (16:53:34) por Redacción

La búsqueda del modelo publicitario perfecto es uno de los “Dorados” de las marcas. Sin embargo un estudio elaborado por WebTrends, firma especializada en soluciones de marketing digital, informa que los anuncio por clic a través de Facebook están suponiendo una caída en la partida de ingresos por publicidad. No obstante la red social tiene unas previsiones de facturación para 2011 de 4.000 millones de dólares, loq ue supone duplicar los ingresos del pasado año.

El análisis elaborado por WebTrends se realizó sobre 11.000 campañas publicitarias en Facebook y los resultados no dejan de sorprender; los anuncios publicitarios en la red social generaron la mitad de clics que los anuncios online tradicionales.

Las cifras invitan a la reflexión; mientras el promedio de clics (CTR) de los anuncios en Facebook fue del 0,051% durante 2010 o lo que es lo mismo un clic por cada 2.000 impresiones, el CTR de la industria tradicional es de 0,1%, un clic cada 1.000 impresiones.

El CTR en Facebook se redujo durante 2010 hasta un 0,063% mientras que el coste por clic, CPC se elevó de los 27 centavos de 2009 hasta los 49 centavos en 2010, por lo que mientras el CRT desciende, el coste por clic aumenta.

Una relación inversamente proporcional muy propia de éste modelo publicitario en la que los costes aumentan, desciende la demanda de los usuarios y viceversa, tendencia que seguirá aumentando en el tiempo, por lo que a pesar de los resultados, el coste de anunciar en Facebook se incrementará.

Mientras se tenga un CTR bajo en comparación con los anuncios publicitarios estándar, los anunciantes podrían tener algunas complicaciones para optimizar el ROI de sus inversiones publicitarias en redes sociales. No se debe olvidar que la audiencia de la red social es enorme y sigue en ascenso, por lo que la innovación publicitaria es necesaria hacerla aquí y ahora, si es que las marcas quien aprovechar la eclosión de la red social.

Una de las alternativas que se barajan son la erradicación de los anuncios publicitarios en Facebook, sin embargo, la pérdida de competitividad para las marcas, unido al aumento del desempleo como factor macroeconómico externo, llevan a pensar en lo erróneo de ésta decisión. No en vano, las marcas más consolidadas han aumentado en 10 veces sus inversiones publicitarias, según informa WebTrends.

Las claves por lo tanto parecen estar en aprovechar los datos para el análisis, a fin de mejorar la eficiencia de las campañas publicitarias.

Otros datos de gran interés: El estudio de WebTrends también entrega importantes datos que sirven de guía a la hora de considerar los anuncios Facebook en una estrategia de marketing online:

Los usuarios a partir de 65 años son menos propensos a hacer clic en los anuncios publicitarios de Facebook.

Las mujeres son más propensas a hacer clic en los anuncios Facebook que los hombres.

Actualizaciones de contenidos, medios de comunicación y ocio son las categorías de mejor comportamiento; la actualización de contenidos tiene un CTR de 0,165% y un CCP de 12 centavos, mientras que los medios de comunicación y el ocio en general tiene un CTR de 0,154% y un CCP de 25 centavos.

Los anuncios de peor respuesta se centran en las categorías de salud y software. La asistencia sanitaria tiene un CTR de 0,011$ y un CPC de 1, 27 dólares y el software, un CTR de 0,021% y un CPC de 1,03 dólares.

Para finalizar, un dato de relevancia que pone de manifiesto la importancia que tiene para el usuario el seguimiento de la comunidad, los anuncios publicitarios de Facebook con mayor CTR son aquellos que han sido recomendados por un amigo. Las marcas ya han comprobado que utilizar la red de contactos en una campaña publicitaria prolonga sustancialmente la vida útil de la campaña, debido a que la recomendación llega de alguien a quien conoces.

Con los datos obtenidos por el análisis realizado por WebTrends las marcas tienen en su haber numerosas variables que conjugar y en cuyo equilibrio, radica la clave del éxito.

Fuente: http://www.puromarketing.com/10/8914/anuncios-facebook-increiblemente-bajo.html

5 Remarketing Tips to Maximize Your Holiday SEM

, December 5, 2012

Remarketing works because you already know something about a user: at the very least, they’ve been to your site and therefore have some interest in whatever it is you’re offering. That’s really powerful knowledge.

Now that it’s December, you also know something else about people, which is that they will almost certainly make several purchases in the next few weeks. Here are some tips to make sure you maximize that knowledge and turn it into dollars.

1. Go Big or Go Home!

Even if you aren’t ecommerce, this applies. We’re in a time of year when the ad marketplace goes crazy. Dollars are flying everywhere.

Additionally, users are more amenable to seeing ads right now. In fact, they seek them out, doing things like buying newspapers just to see the local deals.

To ensure you maintain your impression share on your surely valuable remarketing campaigns, turn up the volume! Increase your bids (or CPA targets) and increase your budgets.

Additionally, ramp up your impression caps. You still don’t want to over-expose, but the threshold of tolerance is much higher to users right now.

2. Target Everything You Can

Again, people are in super-buying mode. Pixel your promotional emails to bring interested old customers back.

If you have a blog or other content that generally is made for SEO, pixel it and target those users too. Remarket to your YouTube video viewers. All the top-of-funnel purchase research that happens the rest of the year has a really high likelihood of coming to fruition in the next couple of weeks.

Also, if you typically stop remarketing when somebody converts, consider continuing to hit those users, as they may order again. I personally have made seven unique purchases on Amazon since Monday!

3. Target the “Wrong” Demographic

We’re now in Bizarro-land. It’s the only time of year when women buy lots of hunting gear, 25-year-olds buy Hummel figurines, and anybody can be compelled to stop in the middle of their “Words With Friends” session to go buy that gift they’ve been meaning to get. If you have any exclusions (genders, categories, placements) on your remarketing campaigns, consider taking them off.

Even better, create campaigns that specifically target everything you normally exclude with customized messaging (e.g., “Want to Buy Him the Perfect Hunting Vest?”).

4. Get on the ‘Remarketing Lists for Search Audiences’ Train

pet-gifts-google-serp

If you aren’t already using this feature, this is the perfect time to start, because right now, for this target, you know three things about a user:

  • They have been to your site.
  • They will buy something(s) very soon.
  • What keyword they just searched for.

This allows you to hit a way bigger keyword set than you use in your normal campaigns – you can bid to number one spots on head terms that generally don’t have ROAS for you, like “chair” or “toy” (along with super-cheap ones like “gift” and “free shipping”).

If figuring out those keywords is too much work, layer Google’s Dynamic Search Ads (the beta where you let Google “scrape” your content and serve search ads whenever they feel like it) with RLSA. Given all the things you know about these users, this level of targeting – broad match that’s so broad there aren’t even keywords – actually makes sense.

5. It’s Not Over When it’s Over!

If you’re planning to dial your remarketing back on December 26, think again! Spending tends to remain inflated until around Jan 20, when the credit card bills come.

There are people to target who want to buy themselves what they are disappointed wasn’t gifted to them (could make for a great creative concept or promo!). Additionally, if you’re an ecommerce business and you’re doing it right, on Dec 26 you’ve probably just collected the biggest remarketing bucket that you’ve ever had – and, hopefully, lots of satisfied customers.

Think of it like you think of your email list. There are huge opportunities at driving loyalty through remarketing that gets purchasers to write a review, engage with your social media, or purchase accessories. All the stuff you’d push in emails can also be pushed through remarketing.

Summary

By capitalizing on the universally higher intent to purchase this time of year with smart remarketing targets, you can drive serious profits – the best holiday gift of all!

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