Branding vs Performance

ARTÍCULO PUBLICADO POR GONZALO BAEZ » en las categorías: Afiliados, Branding, Performance

roiEn este artículo me gustaría hablar sobre los 2 extremos del marketing online: Branding vs. Performance.

Como todos sabemos, Internet, el comercio electrónico y el marketing online es una de las industrias de mayor crecimiento en los últimos 10 años. Es apasionante la sensación de sentir que cada uno de los que está involucrado en ésta industria contribuye a su formación, crecimiento y estandarización.

Todavía recuerdo los comienzos del programa de Google adwords, donde se podían comprar las palabras que la gente buscaba a fin que un anuncio de la empresa se mostrara y atrajera un visitante, que dio comienzo al search marketing (SEM).

Al mismo tiempo, Microsoft, principalmente a través de la compra de Hotmail y la creación del Messenger, Yahoo, America On Line, se embarcaban en la venta de banners y así nace el display marketing.

Al mismo tiempo, el gigante Amazon, comienza a compartir las ganancias de venta de libros con sitios de tráfico menor, creando un nuevo canal del marketing online, el marketing de afiliados.

A medida que Google crece y gana más participación de las búsquedas que la gente hace, la importancia de lograr buen posicionamiento en los resultados de búsqueda orgánicos se torna crucial para las empresas online, de ésta forma nace el Search Engine Optimization (SEO). Una de las disciplinas más apasionantes del marketing online, dado que combina habilidades técnicas con el arte de descifrar el ultrasecreto algoritmo de Google.

Y el crecimiento sigue, todos los años se inaugura una nueva forma de hacer marketing por Internet, como está pasando ahora que los grandes expertos se están volcando al social marketing o web 2.0 haciendo uso de las redes sociales, blogging, foros y demás espacios de interacción social.

Todos estos canales de marketing online que fueron naciendo a lo largo de los últimos 10 años, también tuvieron su propia evolución.

Como diría cualquier profesor de Universidad, al momento de establecer la estrategia de tu empresa, tienes que enfocarte en tus fortalezas y protegerte de tus debilidades.

Justamente esto fue lo que hicieron cada una de las empresas que representa un canal particular.

Google con su programa Adwords siempre ha sido el canal por excelencia para lograr conversión. Conversión entendido como la acción que un anunciante espera de alguien que visita si sitio (venta, registro, suscripción, etc.).

Esto tiene mucha lógica dado que los anuncios de Google se muestran a personas que están en ese preciso instante buscando el producto que la empresa anuncia.

Esto llevó a Google a enfocarse en comunicar que son un canal de resultados, lo que llaman performance marketing.

Por otro lado, a todos los sitios que venden campañas de banners siempre les fue enormemente difícil igualar la eficiencia en retorno sobre inversión que lograba su gran competidor Google, lo cual los llevó a justificar la inversión en campañas de banners en el hecho que, por tratarse de elementos gráficos, con mensajes atractivos y display de marca, estas campañas principalmente crean marca, lo que llaman branding.

Inclusive Google, desde el año 2004 al 2007 con el lanzamiento de su producto site targeting (que permite a anunciantes desarrollar campañas de banners en sitios asociados a la red de Google) intentó diferenciarse de su propio producto Adwords comunicando que Site Targeting se trata de un medio para lograr imagen de marca y cobrando en base a CPM (coste por impresión) a diferencia de Adwords que cobra a CPC (coste por click). Esto no tuvo los resultados esperados por Google ya que sus anunciantes se habían acostumbrado a medir cada dólar invertido, llevando al gigante a incluir la opción de CPC en Site Targeting.

El performance marketing llegó a ser tan atractivo para los jugadores online que dio lugar al antes mencionado marketing de afiliados. Este, junto a Adwords, es el segundo canal de performance marketing por excelencia.

En marketing de afiliados, los anunciantes atan los resultados de sus campañas de marketing online a un pago variable, lo que denominan “revenue share“, donde comparten las ganancias con miles de sitios que, en su conjunto, representan una gran cantidad de tráfico.

De esta forma nacieron empresas como TradeDoubler, CommissionJunction, Advertise.com, y muchas más que intermedian entre, por un lado, anunciantes y, por otro lado, sitios medianos y pequeños que necesitan de éstos intermediarios para vender su “stock” de impresiones (o visitas) de su web.

Estas empresas dan un servicio a los anunciantes llevando a cabo la gestión de campañas y pagos a los afiliados y, por otro lado, permitiendo a los afiliados contar con anunciantes serios que compran sus impresiones.

Como antes comenté, el primero en darse cuenta que no puede ir contra la fuerza del marketing de resultados fue Google con su producto Site Targeting. Ahora se están dando cuenta los otros gigantes, MSN y Yahoo, con el lanzamiento de DrivePM y Right Media respectivamente.

Right Media es como una bolsa de comercio donde, en lugar de comprarse y venderse acciones de empresas, se compran y venden impresiones de miles de sitios entre si. Funciona bajo un nuevísimo concepto del CPM, el dCPM o CPM dinámico.

El CPM dinámico trata básicamente de una subasta de CPMs, donde a mayor demanda de determinado espacio mayor es el CPM que hay que pagar para estar allí.

Este nuevo concepto de CPM fue creado teniendo en mente el éxito y base fundamental del performance marketing, los resultados. Los anunciantes establecen cual es el máximo CPM que están dispuestos a pagar de acuerdo a sus cálculos de retorno sobre inversión, dejando de mostrar el anuncio de forma automática si el CPM del espacio supera dicho límite.

Igualmente no se quedaron en eso solamente. Right Media y DrivePM tienen un algoritmo que aprende sobre los espacios que cumplen con los objetivos de rentabilidad del anunciante, maximizando la exposición en dichos espacios y minimizándola en aquellos que no logran los resultados esperados.

Tal es así, que tanto Right Media como DrivePM dan la posibilidad de setear una campaña solo en base al coste por adquisición que logre la herramienta, sin importar CPM o CPC.

Cabe aclarar que, en vistas que los sitios que publican todas esas campañas de banners también buscan sacar el máximo de su stock de impresiones, Right Media y DrivePM crearon el concepto de eCPM o CPM efectivo que es el coste por impresión real y efectivo que cada sitio que recibe publicidad cobra por sus impresiones. Estos sitios indican cual es el mínimo eCPM que están dispuestos a recibir eliminando de esta forma a los anunciantes que no cumplen con dicho objetivo de ingreso por impresión.

Por último, y para no hacer este post tan extenso, cabe mencionar a los adservers. Estos no son medios de marketing online sino herramientas que permiten servir banners a los sitios elegidos por el anunciante.

Digo que cabe mencionarlos ya que también se han dado cuenta que el crecimiento y el éxito radica en el marketing de resultados dado que en el último año todos los esfuerzos se han puesto en permitir a los anunciantes segmentar el tráfico bajo la mayor cantidad de formas posibles.

Hoy, por ejemplo Unilever, dentro de un mismo sitio, podría mostrar una creatividad distinta a hombres de 14 a 25 años para su producto Axe y a Mujeres de 20 a 45 para Dove. A su vez, a través de una cookie, puede identificar que secciones del site visitan sus clientes, que acciones realizan, etc. Para luego mostrar una creatividad enfocada a los gustos de cada uno de sus clientes. Un buen ejemplo es el proyecto Smart Ads de Mercadolibre que muestra ofertas de zapatillas en su red de afiliados a quienes, con anterioridad, hicieron una búsqueda de zapatillas en su sitio o visitaron dicha categoría de productos.

Esta claro que el marketing online tiende cada vez más a perfeccionar la capacidad de brindar a los anunciantes las herramientas para llegar de forma precisa al segmento de clientes potenciales y llevarlos a convertir a venta o acción.

Mi humilde consejo es que imitemos al gigante Google y acompañemos esta tendencia.

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    ¡Felicidades por el estreno!

  2. Un excelente articulo. Los empresarios de Pymes necesitamos leer con mayor perocidad este tipo de articulo para poder entender las bondades de la red. Nuestra empresa comercializa comoties para la industria y se nos hace dificil el alcance de una publicidad por internet. Tambien es importante podr tener la oportunidad de que a le gente le llegue la factibilidad de poder lograro en cuanto a costos se refiere.
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  3. Facundo Gil dice:

    EXCELENTE artículo, muy bien explicado!! Muchas gracias por unificar tantos conceptos en forma tan simple siendo tan dificil de logralo.

  4. Gonzalo Baez dice:

    Muchas gracias Facundo

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El objetivo de "Historias de Marketing en Internet" es compartir experiencias que he vivido en mis años en el mundo de eCommerce y Marketing Online. Mi nombre es Gonzalo Baez y desde el año 2001 trabajo para empresas 100% Internet, DeRemate.com, eBay.es, TBG London y ZonaJobs.com en Buenos Aires, Madrid y Londres. Ahora lancé mi propia consultora en Marketing por Internet. Mi intención es compartir con ustedes el día a día del Marketing Online.
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