{"id":128197,"date":"2021-06-09T13:25:18","date_gmt":"2021-06-09T11:25:18","guid":{"rendered":"https:\/\/ipmark.com\/?p=128197"},"modified":"2021-06-09T13:25:18","modified_gmt":"2021-06-09T11:25:18","slug":"uriach-apuesta-por-el-marketing-automation-para-mejorar-la-experiencia-digital-con-sus-cliente","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=128197","title":{"rendered":"Uriach apuesta por el marketing automation para mejorar la experiencia digital con sus cliente"},"content":{"rendered":"<p><strong>Uriach<\/strong>, fundada en 1838 en Barcelona y dedicada a la mejora de la salud, la calidad de vida y el bienestar de las personas a trav\u00e9s de sus productos,\u00a0 ha apostado por las nuevas tecnolog\u00eda <strong>CRM<\/strong> para mejorar la calidad de relaci\u00f3n con sus clientes y expandir su negocio. Para ello, y con ayuda de sus partners IKI Media y <strong>Making Science<\/strong>, ha conseguido dejar atr\u00e1s el empleo de herramientas que no lograban cumplir con los objetivos anteriores y con las que se realizaban comunicaciones masivas e impersonales. La migraci\u00f3n a una plataforma como <strong>Salesforce Marketing Cloud,<\/strong> mejora el ecosistema de marketing digital de la compa\u00f1\u00eda y cuenta con un stack tecnol\u00f3gico que le permite accionar la palanca de la comunicaci\u00f3n personalizada y automatizada.<\/p>\n<p>Adem\u00e1s, la estrategia de captaci\u00f3n de contactos propuesta por IKI Media y Making Science ha conseguido <strong>multiplicar su base de contactos x6, con la meta de conseguir un x10 a finales de 2021.<\/strong><\/p>\n<p>Gracias a la personalizaci\u00f3n, Uriach comenz\u00f3 a mejorar la comunicaci\u00f3n con una de sus principales marcas, <strong>Aquilea.<\/strong> El \u00e9xito de la implantaci\u00f3n de esta estrategia de CRM ha conllevado su implantaci\u00f3n en otras 3 de sus grandes marcas.<\/p>\n<p>Por otra parte, Uriach junto con IKI Media y Making Science, han trabajado en su estrategia de <strong><em>lead attraction<\/em><\/strong> utilizando diferentes t\u00e9cnicas y \u00a0cambiado el mindset de la compa\u00f1\u00eda para que la captaci\u00f3n de leads sea una de las actividades m\u00e1s importantes.<\/p>\n<p>\u201cEl cambio de filosof\u00eda en la concepci\u00f3n de la comunicaci\u00f3n ha hecho que podamos llegar a nuestros clientes en el momento justo con el mensaje m\u00e1s adecuado\u2019\u2019, comenta <strong>Jaap de Graaff, performance manager en Uriach.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La compa\u00f1\u00eda farmac\u00e9utica apuesta por la digitalizaci\u00f3n de la organizaci\u00f3n, que permitir\u00e1 una comunicaci\u00f3n personalizada con el usuario.<\/p>\n","protected":false},"author":6970,"featured_media":128213,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[],"class_list":["post-128197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La tecnolog\u00eda CRM de Uriach mejorar\u00e1 \u00f1a calidad de relaci\u00f3n con sus clientes.<\/title>\n<meta name=\"description\" content=\"La compa\u00f1\u00eda farmac\u00e9utica apuesta por la digitalizaci\u00f3n de la organizaci\u00f3n, que permitir\u00e1 una comunicaci\u00f3n personalizada con el usuario.\" \/>\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=128197\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La tecnolog\u00eda CRM de Uriach mejorar\u00e1 \u00f1a calidad de relaci\u00f3n con sus clientes.\" \/>\n<meta property=\"og:description\" content=\"La compa\u00f1\u00eda farmac\u00e9utica apuesta por la digitalizaci\u00f3n de la organizaci\u00f3n, que permitir\u00e1 una comunicaci\u00f3n personalizada con el usuario.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=128197\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-09T11:25:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/Uriach.png\" \/>\n\t<meta property=\"og:image:width\" content=\"522\" \/>\n\t<meta property=\"og:image:height\" content=\"254\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Clara \u00c1lvarez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Clara \u00c1lvarez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minuto\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=128197#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=128197\"},\"author\":{\"name\":\"Clara \u00c1lvarez\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/c11a5640d00e6f3088e8ef84d1420708\"},\"headline\":\"Uriach apuesta por el marketing automation para mejorar la experiencia digital con sus cliente\",\"datePublished\":\"2021-06-09T11:25:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=128197\"},\"wordCount\":305,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=128197#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Uriach.png\",\"articleSection\":[\"Marketing Digital\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=128197\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=128197\",\"name\":\"La tecnolog\u00eda CRM de Uriach mejorar\u00e1 \u00f1a calidad de relaci\u00f3n con sus clientes.\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=128197#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=128197#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Uriach.png\",\"datePublished\":\"2021-06-09T11:25:18+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/c11a5640d00e6f3088e8ef84d1420708\"},\"description\":\"La compa\u00f1\u00eda farmac\u00e9utica apuesta por la digitalizaci\u00f3n de la organizaci\u00f3n, que permitir\u00e1 una comunicaci\u00f3n personalizada con el usuario.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=128197#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=128197\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=128197#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Uriach.png\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Uriach.png\",\"width\":522,\"height\":254},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=128197#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Uriach apuesta por el marketing automation para mejorar la experiencia digital con sus cliente\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/c11a5640d00e6f3088e8ef84d1420708\",\"name\":\"Clara \u00c1lvarez\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/2c44ecb40124da0fc70965d70a299587d6efea3616b7965864c17b13b7d5a0f3?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/2c44ecb40124da0fc70965d70a299587d6efea3616b7965864c17b13b7d5a0f3?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/2c44ecb40124da0fc70965d70a299587d6efea3616b7965864c17b13b7d5a0f3?s=96&d=mm&r=g\",\"caption\":\"Clara \u00c1lvarez\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=6970\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"La tecnolog\u00eda CRM de Uriach mejorar\u00e1 \u00f1a calidad de relaci\u00f3n con sus clientes.","description":"La compa\u00f1\u00eda farmac\u00e9utica apuesta por la digitalizaci\u00f3n de la organizaci\u00f3n, que permitir\u00e1 una comunicaci\u00f3n personalizada con el usuario.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=128197","og_locale":"es_ES","og_type":"article","og_title":"La tecnolog\u00eda CRM de Uriach mejorar\u00e1 \u00f1a calidad de relaci\u00f3n con sus clientes.","og_description":"La compa\u00f1\u00eda farmac\u00e9utica apuesta por la digitalizaci\u00f3n de la organizaci\u00f3n, que permitir\u00e1 una comunicaci\u00f3n personalizada con el usuario.","og_url":"https:\/\/ipmark.com\/?p=128197","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2021-06-09T11:25:18+00:00","og_image":[{"width":522,"height":254,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/Uriach.png","type":"image\/png"}],"author":"Clara \u00c1lvarez","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Clara \u00c1lvarez","Tiempo de lectura":"1 minuto"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=128197#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=128197"},"author":{"name":"Clara \u00c1lvarez","@id":"https:\/\/ipmark.com\/#\/schema\/person\/c11a5640d00e6f3088e8ef84d1420708"},"headline":"Uriach apuesta por el marketing automation para mejorar la experiencia digital con sus cliente","datePublished":"2021-06-09T11:25:18+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=128197"},"wordCount":305,"image":{"@id":"https:\/\/ipmark.com\/?p=128197#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Uriach.png","articleSection":["Marketing Digital"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=128197","url":"https:\/\/ipmark.com\/?p=128197","name":"La tecnolog\u00eda CRM de Uriach mejorar\u00e1 \u00f1a calidad de relaci\u00f3n con sus clientes.","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=128197#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=128197#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Uriach.png","datePublished":"2021-06-09T11:25:18+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/c11a5640d00e6f3088e8ef84d1420708"},"description":"La compa\u00f1\u00eda farmac\u00e9utica apuesta por la digitalizaci\u00f3n de la organizaci\u00f3n, que permitir\u00e1 una comunicaci\u00f3n personalizada con el usuario.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=128197#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=128197"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=128197#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/Uriach.png","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Uriach.png","width":522,"height":254},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=128197#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Uriach apuesta por el marketing automation para mejorar la experiencia digital con sus cliente"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/c11a5640d00e6f3088e8ef84d1420708","name":"Clara \u00c1lvarez","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/2c44ecb40124da0fc70965d70a299587d6efea3616b7965864c17b13b7d5a0f3?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/2c44ecb40124da0fc70965d70a299587d6efea3616b7965864c17b13b7d5a0f3?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/2c44ecb40124da0fc70965d70a299587d6efea3616b7965864c17b13b7d5a0f3?s=96&d=mm&r=g","caption":"Clara \u00c1lvarez"},"url":"https:\/\/ipmark.com\/?author=6970"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/128197","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/6970"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=128197"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/128197\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/128213"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=128197"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=128197"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=128197"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}