{"id":3816,"date":"2008-03-19T22:00:14","date_gmt":"2008-03-19T22:00:14","guid":{"rendered":"https:\/\/ipmark.com\/estudio-de-marketing-promocional-en-gran-consumointernet-el-gran-protagonista\/"},"modified":"2008-03-19T22:00:14","modified_gmt":"2008-03-19T22:00:14","slug":"estudio-de-marketing-promocional-en-gran-consumointernet-el-gran-protagonista","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=3816","title":{"rendered":"Estudio de marketing promocional en gran consumo\nInternet, el gran protagonista"},"content":{"rendered":"<p>El hecho de que Internet supere en 2006, por primera vez, al correo como la mec\u00e1nica para participar m\u00e1s utilizada en la promoci\u00f3n es uno de los datos m\u00e1s destacados del estudio que, por tercer a\u00f1o consecutivo, realiza la agencia Duplex Marketing para analizar el marketing promocional en Espa\u00f1a. Es consecuencia de las posibilidades que ofrece Internet, ya que permite una mayor interacci\u00f3n con el cliente. <br \/>En cuanto al m\u00e9todo de participaci\u00f3n suben las promociones en caja y el regalo directo, experimentando un descenso considerable la utilizaci\u00f3n del tel\u00e9fono. El uso del SMS cede protagonismo relativo, ya que, mientras antes se utilizaba de forma exclusiva para ciertas promociones, es cada vez m\u00e1s habitual complementar la promoci\u00f3n con una mec\u00e1nica a trav\u00e9s de Internet, haciendo uso de ambos m\u00e9todos para una misma promoci\u00f3n (ver cuadro 1).<br \/>Hablando de la mec\u00e1nica promocional, el regalo directo y la acumulaci\u00f3n de puntos suben considerablemente en detrimento del sorteo, que, aunque sigue liderando el tipo de promoci\u00f3n m\u00e1s utilizada, baja con respecto al a\u00f1o anterior. El concurso y el descuento tambi\u00e9n muestran ligeros ascensos (ver cuadro 2).<br \/>Internet, PLV (aporta visibilidad en el punto de venta) y on-pack (permite al cliente llevarse la promoci\u00f3n a casa) son, por este orden, los medios principales de comunicaci\u00f3n de una promoci\u00f3n, recuper\u00e1ndose \u00e9ste \u00faltimo del descenso del a\u00f1o anterior (ver cuadro 3).<br \/>Por lo que respecta a los regalos, electr\u00f3nica, merchandising y viajes contin\u00faan encabezando las preferencias, aunque los segundos descienden significativamente. Electr\u00f3nica se mantiene gracias al regalo trendy (iPod, televisiones de plasma<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El hecho de que Internet supere en 2006, por primera vez, al correo como la mec\u00e1nica para participar m\u00e1s utilizada<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5901],"tags":[],"class_list":["post-3816","post","type-post","status-publish","format-standard","hentry","category-tendencias"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Estudio de marketing promocional en gran consumo Internet, el gran protagonista - 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=3816\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Estudio de marketing promocional en gran consumo Internet, el gran protagonista - 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