{"id":210625,"date":"2024-12-02T16:44:17","date_gmt":"2024-12-02T15:44:17","guid":{"rendered":"https:\/\/ipmark.com\/?p=210625"},"modified":"2024-12-02T16:44:17","modified_gmt":"2024-12-02T15:44:17","slug":"manifiesto-contra-la-plantificacion-de-medios","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=210625","title":{"rendered":"Manifiesto, contra la ‘plantificaci\u00f3n’ de medios"},"content":{"rendered":"

Carolina Castilla y Lucio Arozamena destacaron la importancia de evitar la \u00abplantificaci\u00f3n de medios\u00bb, es decir, planes de medios gen\u00e9ricos y no personalizados<\/strong>. Castilla afirm\u00f3 que \u00absi los clientes tienen necesidades y objetivos distintos, las soluciones deben ser tambi\u00e9n distintas\u00bb. La personalizaci\u00f3n y la relevancia del mensaje son cruciales<\/strong> en un entorno saturado de informaci\u00f3n.<\/p>\n

A su vez, Chiqui Palomares subray\u00f3 la importancia de integrar la creatividad con la planificaci\u00f3n de medios desde el inicio<\/strong>. \u00abTrabajar creatividad y medios de la mano nos permite emocionar y captar la atenci\u00f3n del consumidor\u00bb, afirm\u00f3 Palomares. La integraci\u00f3n y el an\u00e1lisis constante de datos permiten ajustar y potenciar las campa\u00f1as en tiempo real.<\/p>\n

Por su parte,\u00a0Carlos D\u00edaz destac\u00f3 la necesidad de analizar audiencias para asegurar que las campa\u00f1as impacten en el target correcto. El social listening<\/em> es fundamental para entender a la audiencia y decidir el momento y el medio adecuados para impactarla<\/strong>.<\/p>\n

Un ejemplo destacado fue la campa\u00f1a ‘Outfluencers’ para PlayStation, donde se identific\u00f3 una nueva audiencia, \u00ablos regaladores\u00bb, que representaban el 65% de los compradores. La campa\u00f1a, que utiliz\u00f3 tecnolog\u00eda, social media, influencers, creatividad, medios y datos, super\u00f3 ampliamente los objetivos de venta.<\/p>\n

Real Time Marketing<\/em><\/h3>\n
\"\"
Lorena Poza, de Bizum, y Alejandro G\u00f3mez Lizarraga, de Telepizza.<\/figcaption><\/figure>\n

El evento concluy\u00f3 con una mesa redonda sobre Real Time Marketing<\/em>, con la participaci\u00f3n de Lorena Poza D\u00edaz, de Bizum, y Alejandro G\u00f3mez Lizarraga, de Telepizza<\/strong>. Ambos coincidieron en la importancia de tener claros los valores de la marca para actuar \u00e1gilmente en el marketing en tiempo real<\/strong>. G\u00f3mez resalt\u00f3 la necesidad de comprender al consumidor m\u00e1s all\u00e1 de la mera escucha para alcanzar los objetivos de la campa\u00f1a.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

La agencia Manifiesto organiz\u00f3 un evento en Madrid para compartir su visi\u00f3n y experiencia en planificaci\u00f3n de medios con clientes, socios y periodistas. Carolina Castilla (media director), Lucio Arozamena (media manager), Chiqui Palomares (executive creative director) y Carlos D\u00edaz (data director) fueron los encargados de dirigir el encuentro. <\/p>\n","protected":false},"author":14,"featured_media":210626,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2158],"class_list":["post-210625","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-agencias-de-medios"],"acf":[],"yoast_head":"\nManifiesto, contra la 'plantificaci\u00f3n' de medios - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\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=210625\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Manifiesto, contra la 'plantificaci\u00f3n' de medios - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"La agencia Manifiesto organiz\u00f3 un evento en Madrid para compartir su visi\u00f3n y experiencia en planificaci\u00f3n de medios con clientes, socios y periodistas. 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