{"id":1843,"date":"2020-04-24T07:34:51","date_gmt":"2020-04-24T07:34:51","guid":{"rendered":"https:\/\/promoguy.nl\/how-remarketing-and-retargeting-bring-in-customers\/"},"modified":"2024-10-01T10:50:29","modified_gmt":"2024-10-01T10:50:29","slug":"how-remarketing-and-retargeting-bring-in-customers","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/es\/blog\/2020\/04\/24\/how-remarketing-and-retargeting-bring-in-customers\/","title":{"rendered":"C\u00f3mo el remarketing y el retargeting atraen clientes"},"content":{"rendered":"

Las empresas disponen de muchas opciones para llegar a los clientes interesados en sus productos. El remarketing y el retargeting son herramientas muy potentes para aprovechar esa intenci\u00f3n y mejorar el compromiso de los clientes. Como enfoques publicitarios, tienen mucho que ofrecer, pero tambi\u00e9n pueden plantear dificultades de aplicaci\u00f3n. Por eso estamos aqu\u00ed para explicarle en qu\u00e9 consisten y cu\u00e1l es la mejor manera de utilizarlos.<\/p>\r\n\r\n\r\n\r\n

Diferenciar Remarketing y Retargeting<\/h2>\r\n\r\n\r\n\r\n

Aparte de sonar parecido, remarketing y retargeting se utilizan a menudo indistintamente. Sin embargo, existen ciertas diferencias entre estos dos t\u00e9rminos. En un nivel b\u00e1sico, utilizan herramientas muy diferentes. Pero en ambos casos se trata de ejecutar campa\u00f1as que atraigan a consumidores con cierto nivel de inter\u00e9s o intenci\u00f3n de compra.<\/p>\r\n\r\n\r\n

\r\n
\"Remarketing\r\n
Imagen por cortes\u00eda de Wordstream<\/em><\/figcaption>\r\n<\/figure>\r\n<\/div>\r\n\r\n\r\n

Retargeting<\/strong> se refiere com\u00fanmente al uso de anuncios en l\u00ednea y anuncios de display, que aparecen como resultado de la actividad de un usuario. Un cliente potencial puede llegar a su sitio web, que le proporciona cookies. \u00c9stas le permiten objetivo<\/a> anuncios en otros sitios que visiten. El retargeting es especialmente \u00fatil porque funciona a trav\u00e9s de redes de terceros como AdBrite y la red de display de Google. Esto permite a los profesionales del marketing llegar a los usuarios en cualquier lugar entre millones de sitios.<\/p>\r\n\r\n\r\n\r\n

Las dos formas generales de retargeting se basan en eventos in situ y eventos ex situ, aunque existen a\u00fan m\u00e1s subcategor\u00edas dentro de \u00e9stas. La primera se refiere a cualquier actividad de retargeting que obtenga datos de la participaci\u00f3n de los usuarios en su sitio web. Las segundas se refieren a los datos procedentes de la participaci\u00f3n de los usuarios en otros sitios. En ambos casos, el retargeting utiliza el comportamiento en l\u00ednea de los clientes. Esto incluye qu\u00e9 p\u00e1ginas web han visitado y si han participado en sus promociones por correo electr\u00f3nico. Tambi\u00e9n cu\u00e1nto tiempo pasaron en cada p\u00e1gina y en qu\u00e9 enlaces hicieron clic.<\/p>\r\n\r\n\r\n\r\n

\"Remarketing<\/figure>\r\n\r\n\r\n\r\n

Remarketing<\/strong>por otra parte, vuelve a conectar con los clientes envi\u00e1ndoles correos electr\u00f3nicos basados en su historial de navegaci\u00f3n. Esto puede hacerse en forma de correos electr\u00f3nicos de venta adicional o cruzada que remitan a productos similares o complementarios a los que el usuario compr\u00f3 anteriormente. Tambi\u00e9n correos electr\u00f3nicos de abandono de la cesta de la compra, o de ciclo de vida. marketing<\/a> correos electr\u00f3nicos. Pueden ser eficaces para hacer un seguimiento de los consumidores y ayudarles a lo largo del embudo de compra.<\/p>\r\n\r\n\r\n\r\n

Beneficios de marketing<\/h2>\r\n\r\n\r\n\r\n

Tanto el remarketing como el retargeting tienen sus ventajas. Ambos recuerdan al cliente lo que ofrece su sitio web. Pueden ser una buena forma de informar a los clientes con intenci\u00f3n conocida sobre rebajas, eventos u ofertas especiales. Entre los compradores estadounidenses, la t\u00e1ctica de personalizaci\u00f3n m\u00e1s popular era un correo electr\u00f3nico de alerta para cuando sal\u00edan a la venta productos atractivos, seg\u00fan 58% de los encuestados.<\/p>\r\n\r\n\r\n\r\n

Tambi\u00e9n puede ser una herramienta potencialmente poderosa para volver a contactar con compradores anteriores. El remarketing tambi\u00e9n puede ser una buena forma de aprovechar la demanda de bienes complementarios por parte de los consumidores. Por ejemplo, si alguien est\u00e1 comprando una c\u00e1mara, es posible que tambi\u00e9n quiera comprar objetivos o iluminaci\u00f3n, por lo que un correo electr\u00f3nico recordatorio puede hacer maravillas.<\/p>\r\n\r\n\r\n\r\n

Acciones como los correos electr\u00f3nicos de abandono del carrito de la compra pueden recordar a los consumidores que completen una transacci\u00f3n. Seg\u00fan un estudio de AgilOne, los recordatorios de abandono del carrito son bastante populares entre los consumidores de 25 a 34 a\u00f1os, ya que 41% afirmaron que apreciaban el seguimiento. Del mismo modo, el segundo tipo de difusi\u00f3n de remarketing m\u00e1s apreciado fue el de los correos electr\u00f3nicos de agradecimiento a los clientes VIP. El 51% de los encuestados afirmaron que apreciaban este tipo de difusi\u00f3n.<\/p>\r\n\r\n\r\n\r\n

Consejos para aplicar campa\u00f1as de remarketing y retargeting<\/h2>\r\n\r\n\r\n
\r\n
\"Remarketing<\/figure>\r\n<\/div>\r\n\r\n\r\n

Aunque las empresas deber\u00edan esforzarse por relacionarse con los clientes utilizando tanto el remarketing como el retargeting, deben comprender qu\u00e9 hace mejor cada uno de ellos. Por lo general, el remarketing se dirige a las personas que se encuentran m\u00e1s adelante en el embudo de compra y que probablemente tengan una intenci\u00f3n de compra elevada. Por el contrario, el retargeting se centra m\u00e1s en mantener el producto, y en particular su marca, en la mente de las personas en caso de que decidan comprar. Por tanto, el remarketing es mucho m\u00e1s directo (se dirige a los correos electr\u00f3nicos de los usuarios) y el retargeting es m\u00e1s general, y se basa en banners y anuncios PPC.<\/p>\r\n\r\n\r\n\r\n

El tiempo tambi\u00e9n puede ser crucial para las campa\u00f1as de remarketing. Un estudio del MIT demostr\u00f3 que los \u00edndices de participaci\u00f3n son m\u00e1s bajos cuando el contacto se produce m\u00e1s de una hora despu\u00e9s de que el visitante haya abandonado el sitio. La disminuci\u00f3n de la participaci\u00f3n puede ser de hasta 10 veces si los sitios realizan un seguimiento m\u00e1s de una hora despu\u00e9s de la primera interacci\u00f3n con un cliente potencial. Por tanto, el seguimiento de los clientes, sobre todo cuando se trata de compras impulsivas, puede ser crucial.<\/p>\r\n\r\n\r\n\r\n

En general, el remarketing es una forma m\u00e1s fiable de conseguir una venta, pero tiene sus inconvenientes. Tenga en cuenta que algunos consumidores pueden pensar que el remarketing es demasiado intrusivo, es decir, que satura su bandeja de entrada. En estos casos, el retargeting puede ser un poco m\u00e1s \u00fatil para atraer clientes.<\/p>\r\n\r\n\r\n\r\n

Art\u00edculo relacionado: Por qu\u00e9 la publicidad digital es crucial para las peque\u00f1as empresas<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Las empresas disponen de muchas opciones para llegar a los clientes interesados en sus productos. Dos de ellas son el retargeting y el remarketing.<\/p>","protected":false},"author":1,"featured_media":11985,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13],"tags":[465,466],"wl_entity_type":[47,54],"class_list":["post-1843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","tag-remarketing","tag-retargeting","wl_entity_type-article","wl_entity_type-faq-page"],"acf":[],"yoast_head":"\nHow Remarketing and Retargeting Bring In Customers - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Remarketing and retargeting present some very potent tools for capitalising on customer intent and improving customer engagement. 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