{"id":121007,"date":"2021-03-04T18:38:23","date_gmt":"2021-03-04T17:38:23","guid":{"rendered":"https:\/\/ipmark.com\/?p=121007"},"modified":"2021-03-04T18:38:23","modified_gmt":"2021-03-04T17:38:23","slug":"como-optimizar-el-marketing-de-resultados","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=121007","title":{"rendered":"\u00bfC\u00f3mo optimizar el marketing de resultados?"},"content":{"rendered":"<p><strong><a href=\"https:\/\/ipmark.com\/ymedia-vizeum-mejor-agencia-de-medios-en-espana\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ymedia Vizeum<\/a> ha publicado la cuarta entrega de <em>Big Marketing Questions<\/em> con el objetivo de responder a las preguntas clave que se plantean los CMO y CEO sobre marketing y comunicaci\u00f3n. En esta ocasi\u00f3n, la agencia busca determinar como mejorar la planificaci\u00f3n de sus inversiones.<\/strong><\/p>\n<p>Partiendo de la pregunta \u00bfC\u00f3mo trabajar el marketing de resultados?, la agencia determina que el \u00a040% de los CMOs espa\u00f1oles declaran que su <strong>mayor reto para 2021 es justificar el retorno de cada euro<\/strong> invertido en marketing, seg\u00fan el informe CMO Survey Panorama 2021 de dentsu.<\/p>\n<p>En este contexto, Ricardo Aristondo e Iv\u00e1n Mag\u00e1n, directores de Servicio al cliente de Ymedia Wink comparten tres aprendizajes fundamentales para conseguirlo desde su experiencia en traccionar negocios y generar resultados.<\/p>\n<p><strong>Desmitificar que solo desde el branding se puede hacer marca<\/strong>. En Ymedia Wink recorren el camino inverso desde hace 13 a\u00f1os, desarrollando negocios y creando marcas desde la generaci\u00f3n de resultados.<\/p>\n<p><strong>El performance no se enfoca solo en la parte baja del funnel<\/strong>. El proceso de compra se ha complejizado y ya no es lineal, el consumidor hace m\u00faltiples recorridos no lineales, lo que ha provocado que el proceso se rompa. Hay que trabajar todo el funnel pero siempre en base a resultados de negocio.<\/p>\n<p>Los pilares (e<strong>strategia, onnovaci\u00f3n y medici\u00f3n<\/strong>) que empujan los resultados de negocio siguen m\u00e1s vigentes que nunca y aunque han evolucionado, siguen cimentados en unos costes muy competitivos.<\/p>\n<p><strong>Estrategia, Innovaci\u00f3n y Medici\u00f3n<\/strong><\/p>\n<p>En base a esto desde la agencia aseguran que para mejorar un 20% los resultados, se basan en lo que denominan <strong>\u201cmatriz de contacto\u201d<\/strong>, una matriz \u00fanica para cada anunciante que, en funci\u00f3n de sus caracter\u00edsticas y objetivos, permite definir en cada parte del funnel las intensidades y puntos de contacto necesarios.<\/p>\n<p>Por otro lado destacan<b> la innovaci\u00f3n. <\/b>La innovaci\u00f3n convierte en resultados, para lo que se necesita seguir estresando los formatos existentes que tan buenos resultados retornan y continuar trabajando en otros nuevos que permiten explotar de manera eficiente todas las partes del funnel y mejorar hasta en un 30% la conversi\u00f3n final.<\/p>\n<p><strong>Y por \u00faltimo investigaci\u00f3n y medici\u00f3n.<\/strong> Adapt\u00e1ndolas a la situaci\u00f3n espec\u00edfica de cada cliente y a su stack tecnol\u00f3gico, con un amplio portfolio de herramientas que incluya desde las soluciones m\u00e1s vinculadas a medios hasta las que se establecen 100% en el negocio del cliente.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Estrategia, innovaci\u00f3n y medici\u00f3n, que empujan los resultados de negocio siguen m\u00e1s vigentes que nunca y aunque han evolucionado<\/p>\n","protected":false},"author":28,"featured_media":121026,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-121007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfC\u00f3mo optimizar el marketing de resultados?<\/title>\n<meta name=\"description\" content=\"Ymedia Vizeum ha publicado la cuarta entrega de Big Marketing Questions con el objetivo de responder a las preguntas que se plantean los CMO.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=121007\" \/>\n<meta property=\"og:locale\" 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