{"id":147522,"date":"2022-03-10T13:57:13","date_gmt":"2022-03-10T12:57:13","guid":{"rendered":"https:\/\/ipmark.com\/?p=147522"},"modified":"2022-03-10T13:57:13","modified_gmt":"2022-03-10T12:57:13","slug":"mobile-marketing-y-ooh-retargeting-para-apoyar-a-los-pacientes-con-cancer","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=147522","title":{"rendered":"Mobile marketing y OOH retargeting para apoyar a los pacientes con c\u00e1ncer"},"content":{"rendered":"<p><strong>Es com\u00fan pensar en las campa\u00f1as de marketing como una forma de promocionar productos, servicios, tiendas o desarrollar conciencia de marca. Sin embargo, esta tecnolog\u00eda tambi\u00e9n puede ser un apoyo en proyectos de sensibilizaci\u00f3n sobre temas tan relevantes como la salud o las enfermedades.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-147526 size-medium\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/iguales-ok-300x300.jpg\" alt=\"Marketing AECC\" width=\"300\" height=\"300\" \/>Bajo esta premisa <strong>Beintoo<\/strong> ha puesto su tecnolog\u00eda al servicio de la <strong>Asociaci\u00f3n Espa\u00f1ola Contra el C\u00e1ncer<\/strong>. Adem\u00e1s, <strong>Arena<\/strong> ha sido la agencia responsable de dise\u00f1ar e implementar esta acci\u00f3n, a trav\u00e9s del desarrollo de una estrategia de <strong>OOH retargeting<\/strong> para ampliar el alcance del mensaje de concienciaci\u00f3n difundido tanto con vallas publicitarias, como digitalmente mediante smartphones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tal y como dice el anuncio, \u201c<strong>no somos iguales frente al c\u00e1ncer<\/strong>\u201d,\u00a0 hay que utilizar un enfoque m\u00e1s personalizado. Por ello, la estrategia se ha basado en el uso de tecnolog\u00edas de inteligencia de localizaci\u00f3n de Beintoo para localizar los usuarios que hab\u00edan estado expuestos al mensaje OOH ubicado en cuatro puntos de la Gran V\u00eda de Madrid. De esta forma, se pretend\u00eda llegar a ellos mediante una publicidad m\u00f3vil de una\u00a0 manera inmersiva, profundizando en los servicios a trav\u00e9s del <\/span><i><span style=\"font-weight: 400;\">drive to site.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLa Asociaci\u00f3n Espa\u00f1ola Contra el C\u00e1ncer se ha transformado en una organizaci\u00f3n m\u00e1s relevante, innovadora y m\u00e1s digital. Un nuevo posicionamiento que debe trasladarse tambi\u00e9n a la forma de comunicar de la propia asociaci\u00f3n. Con la campa\u00f1a \u201cIGUALES?\u201d hemos abordado un gran reto: lograr una alta visibilidad de la campa\u00f1a, promoviendo la conversaci\u00f3n y la movilizaci\u00f3n desde una experiencia omnichannel. El uso de la tecnolog\u00eda y la implementaci\u00f3n de una estrategia de retargeting en el medio OOH con una soluci\u00f3n basada en datos m\u00f3viles, nos ha permitido conectar de una forma relevante con todos los p\u00fablicos de la Asociaci\u00f3n Espa\u00f1ola Contra el C\u00e1ncer pr\u00f3ximos al \u00e1rea de influencia con un \u00fanico fin, lograr un acuerdo contra el c\u00e1ncer\u201d, explica <\/span><b>Mireia \u00c1lvarez<\/b><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">business managing partner <\/span><\/i><span style=\"font-weight: 400;\">de Arena.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beintoo, Arena y la Asociaci\u00f3n Espa\u00f1ola Contra el C\u00e1ncer se unen para lograr una alta visibilidad de la campa\u00f1a \u00abIguales?\u00bb.<\/p>\n","protected":false},"author":7342,"featured_media":147525,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-147522","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>Mobile marketing y OOH retargeting para apoyar a pacientes con c\u00e1ncer<\/title>\n<meta name=\"description\" content=\"Beintoo, Arena y la Asociaci\u00f3n Espa\u00f1ola Contra el C\u00e1ncer se unen para lograr una alta visibilidad de la campa\u00f1a &quot;Iguales?&quot;.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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