El Remarketing, una estrategia clave

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

Uno de los mayores obstáculos que deben enfrentar las empresas que venden sus productos por internet no es la cantidad de visitas que reciben sus sitios sino la calidad de las mismas y la cantidad de usuarios que concretan sus compras. Hoy, con la ayuda de herramientas potentes como AdWords es posible dirigir y personalizar los anuncios de las empresas hacia nichos de posibles clientes mucho más específicos. Una vez que logramos llevar al potencial cliente hacia nuestra web, el comportamiento ideal sería que concrete su compra; pero si ésto no ocurre y decide navegar por otro sitio, ¿cómo es posible generar que compre igual nuestros artículos si eligió irse hacia otra página web? A través del remarketing se puede lograr que esa persona que estuvo interesada en un producto, vuelva.
El remarketing es una herramienta que ofrece Google que permite llegar de otra manera a los visitantes del sitio que no se han decidido por concretar una compra. Para hacer uso del Remarketing se debe formar parte de la red de Display de Google, un grupo de sitios web y aplicaciones que promocionan entre sí sus productos. Para poner en marcha este sistema, se debe incluir en cada página del sitio de su empresa un código llamado etiqueta de remarketing. De esta manera, cada vez que visiten su web en busca de un producto, los posibles compradores serán incluidos en una lista de remarketing. Esta lista es similar a una base de datos que permitirá mantener contacto con esos visitantes aún después que hayan dejado su sitio y se encuentren navegando en otro que pertenezca a la red de Display de Google. De esta manera, es muy posible que mientras aquel comprador indeciso se encuentre en otro sitio pueda ver un anuncio de su empresa ofreciéndole ese artículo que estaba buscando y pueda generar así que retorne a su web y concrete la compra.

Los anuncios que se muestran a los usuarios dependerán de cuánto hayan avanzado en su proceso de navegación en tu web. No se le mostrará la misma publicidad a un navegante que haya abandonado el site con el carrito de compra lleno, que a uno que sólo haya visitado la página home.
Cuando un usuario deja tu sitio web con el carrito de compra lleno o a un click de contratar un servicio, la publicidad que se le mostrará debe hacer énfasis en las ventajas de ese determinado producto que estuvo a punto de comprar o hasta ofertas especiales para que finalice el proceso de compra.

Así, esta novedosa herramienta le otorgará grandes beneficios como generar un incremento en las ventas de la empresa, lograr una mayor promoción de sus productos y a la vez obtener un registro de las personas que visitan su sitio en busca de un producto específico. Y, finalmente, pero no menos importante, también es posible lograr un mayor retorno de la inversión en publicidad que su empresa realiza.

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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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