Retargeting: una forma de publicidad efectiva

ARTÍCULO PUBLICADO POR GONZALO BAEZ » en las categorías: Afiliados, Campañas, Marketing por Internet

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Hace ya varios años que existe el Retargeting, pero en Latinoamérica recién ahora se está comenzando a implementar. ¿Qué es el Retargeting?

Como la palabra lo indica, es volver a “targuetear” a un potencial cliente

Sería como un “insistir” en lograr convencer a dicho cliente a que compre, llene un formulario, haga una descarga, recuerde nuestra marca…

Está dirigido a los usuarios que ya visitaron una tienda virtual y no compraron nada, y los anima a regresar por medio de publicidad segmentada en las páginas que visita posteriormente.

Técnicamente su funcionamiento es muy simple, y tal vez esto es lo que hace esta técnica tan atractiva. De una forma muy simple, se podría explicar como una marca que se le hace a un navegante cuando entra a nuestra página, que luego va a permitir identificarlo en cualquier sitio donde tengamos una campaña publicitaria en curso.

Esto nos va a permitir enviarle un mensaje específico a las personas a las que les pusimos la “marquita”, y de esa manera lograr un impacto mucho mayor que la publicidad genérica y masiva que realizamos normalmente.

Claro que esta técnica y otras que hablaremos en otra ocasión, generó polémica en los defensores de la privacidad y confidencialidad de datos, y por lo menos en Europa, ya hay una ley que obliga a pedir consentimiento para realizar dicha “marca” (que en definitiva es la descarga de un programita llamado cookie a la computadora del visitante). Nuestra opinión al respecto es que la privacidad está protegida siempre que no se conozcan los datos personales de los navegantes, y ésta técnica es solo una forma de incrementar la calidad de las campañas y encontrar a aquellos potenciales consumidores que demostraron interés por nuestros productos.

La aplicación de esta herramienta es muy amplia y sería útil para un gran número de industrias. Les dejamos varios ejemplos para que puedan imaginar como aplicarían retargeting para su negocio.

Una Universidad puede buscar en Facebook a todas las personas que visitaron en los últimos 30 dias la pagina de la carrera de Ingeniería, mostrando un anuncio que incite a participar de las jornadas abiertas de dicha carrera que comenzarán en el próximo mes.

Un sitio de venta de bicicletas podría encontrar a todos los que compraron una bicicleta en los últimos 90 días y mostrar un anuncio de accesorios para bicicleta, como puede ser el casco, calzas, guantes, etc.

Un periódico podría lanzar una campaña agradeciendo a aquellas personas que lo visitan al menos 1 vez al día como sus clientes mas fieles.

Las posibilidades son muy grandes. Se estima que el 2% de los usuarios convierte en una primera visita (la mayoría visita por lo menos 5 veces una tienda virtual antes de comprar algo). Retargeting permite atraer nuevamente al 98% restante


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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,,, TBG London y 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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