{"id":75101,"date":"2018-11-23T15:58:00","date_gmt":"2018-11-23T13:58:00","guid":{"rendered":"https:\/\/ipmark.com\/?p=75101"},"modified":"2018-11-23T15:58:00","modified_gmt":"2018-11-23T13:58:00","slug":"guia-navidad-taboola","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=75101","title":{"rendered":"Gu\u00eda para atraer y retener exploradores digitales en Navidad"},"content":{"rendered":"<figure id=\"attachment_75102\" aria-describedby=\"caption-attachment-75102\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-75102 size-full\" title=\"Los comercios online se preparan para la campa\u00f1a de Navidad\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/11\/taboola-guia-publicidad-digital.jpg\" alt=\"taboola-guia-publicidad-digital\" width=\"690\" height=\"524\" \/><figcaption id=\"caption-attachment-75102\" class=\"wp-caption-text\">Los comercios online se preparan para la campa\u00f1a de Navidad<\/figcaption><\/figure>\n<p><strong>La plataforma de publicidad nativa y recomendador de contenido Taboola ha lanzado una gu\u00eda que detalla las claves del \u00e9xito de una estrategia de publicidad digital con el fin de conseguir atraer a los usuarios durante la campa\u00f1a navide\u00f1a. <\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Titulada <a href=\"https:\/\/drive.google.com\/file\/d\/1pBUPlVIDoR0swqpw3W8aYp25Z7VbBr08\/view\" target=\"_blank\" rel=\"noopener noreferrer\">\u2018Rock around the holiday clock with digital marketing campaigns that work\u2019 <\/a>(Luce estas navidades con campa\u00f1as de marketing digital que funcione, en espa\u00f1ol), la gu\u00eda detalla de igual modo las tendencias que en materia de marketing digital predominar\u00e1n en 2019. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed, de entre los dos tipos de consumidores que observa la compa\u00f1\u00eda &#8211; los<strong> intencionados<\/strong>, que saben lo que quieren, y los<strong> exploradores<\/strong>, m\u00e1s propicios a la compra por impulso-, estos \u00faltimos resultan m\u00e1s predispuestos a la compra por m\u00f3vil. La plataforma tambi\u00e9n prev\u00e9 para el pr\u00f3ximo a\u00f1o un<strong> aumento en el n\u00famero de interacciones de los v\u00eddeos<\/strong> publicados por las marcas. <\/span><\/p>\n<h2>Las cuatro claves de Taboola<\/h2>\n<p><span style=\"font-weight: 400;\">La consultora <strong>Deloitte estima que este a\u00f1o cada hogar espa\u00f1ol gastar\u00e1 de media 601 euros en las compras de Navidad<\/strong> y calcula en un 27% el n\u00famero de compras totales realizadas por el<a href=\"https:\/\/ipmark.com\/digital\/ecommerce\/\"> canal online<\/a>. De ah\u00ed que, se\u00f1ala la plataforma, los comercios virtuales deban dise\u00f1ar y ejecutar campa\u00f1as de publicidad digital que atraigan a un mayor n\u00famero de usuarios. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para ello la gu\u00eda establece cuatro pasos a seguir que comprenden tanto los momentos anteriores a la compra como aquellos posteriores. La compa\u00f1\u00eda de publicidad nativa recomienda, en primer lugar, <strong>alcanzar nuevas audiencias<\/strong>, teniendo en cuenta datos sobre demograf\u00eda, ubicaci\u00f3n, intereses o palabras clave distintas a las usuales. En cuanto a las creatividades, la gu\u00eda sugiere <strong>emplear test multivariables<\/strong> con el fin de identificar el contenido que genera una mayor participaci\u00f3n entre los usuarios. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Una vez que se han detectado las creatividades que funcionan, la empresa aconseja llevar a cabo <strong>campa\u00f1as de branding de v\u00eddeo y trabajar con medios ganados<\/strong>. Herramientas que permitir\u00e1n grabar la marca en la mente de los consumidores. Y para atraerlos a la compra, la gu\u00eda se\u00f1ala el <strong>refuerzo de los contenidos patrocinados, las p\u00e1ginas de aterrizaje y las fichas de producto.<\/strong> Sin olvidar la revisi\u00f3n diaria de los datos de las campa\u00f1as, la inserci\u00f3n de las creatividades, las ofertas y las p\u00e1ginas a la que se dirige a los posibles compradores. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Transcurrida la resaca navide\u00f1a, la compa\u00f1\u00eda recomienda, por \u00faltimo, incorporar a los compradores adquiridos en estas fechas en campa\u00f1as de persigan de nuevo la compra. Adem\u00e1s de volver a producir v\u00eddeos que ayuden a retener la marca en la mente del consumidor. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La plataforma de publicidad nativa y recomendador de contenido Taboola ha lanzado una gu\u00eda que detalla las claves del \u00e9xito<\/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":[5895],"tags":[2114,76,1586],"class_list":["post-75101","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-creatividad","tag-marketing-digital","tag-navidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gu\u00eda para atraer y retener exploradores digitales en Navidad<\/title>\n<meta name=\"description\" content=\"La plataforma de publicidad nativa y recomendador de contenidos Taboola ha lanzado una gu\u00eda con consejos para dise\u00f1ar campa\u00f1as de publicidad digital.\" \/>\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=75101\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gu\u00eda para atraer y retener exploradores digitales en Navidad\" \/>\n<meta property=\"og:description\" content=\"La plataforma de publicidad nativa y recomendador de contenidos Taboola ha lanzado una gu\u00eda con consejos para dise\u00f1ar campa\u00f1as de publicidad digital.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=75101\" \/>\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=\"2018-11-23T13:58:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/11\/taboola-guia-publicidad-digital.jpg\" \/>\n<meta name=\"author\" content=\"ipmark\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"ipmark\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=75101#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=75101\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"Gu\u00eda para atraer y retener exploradores digitales en Navidad\",\"datePublished\":\"2018-11-23T13:58:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=75101\"},\"wordCount\":484,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=75101#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/taboola-guia-publicidad-digital.jpg\",\"keywords\":[\"creatividad\",\"marketing digital\",\"Navidad\"],\"articleSection\":[\"Marketing Digital\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=75101\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=75101\",\"name\":\"Gu\u00eda para atraer y retener exploradores digitales en Navidad\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=75101#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=75101#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/taboola-guia-publicidad-digital.jpg\",\"datePublished\":\"2018-11-23T13:58:00+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"description\":\"La plataforma de publicidad nativa y recomendador de contenidos Taboola ha lanzado una gu\u00eda con consejos para dise\u00f1ar campa\u00f1as de publicidad digital.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=75101#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=75101\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=75101#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=75101#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Gu\u00eda para atraer y retener exploradores digitales en Navidad\"}]},{\"@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\\\/27bd0ad78d511e9ab12d06f6568067e1\",\"name\":\"ipmark\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"caption\":\"ipmark\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=21\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Gu\u00eda para atraer y retener exploradores digitales en Navidad","description":"La plataforma de publicidad nativa y recomendador de contenidos Taboola ha lanzado una gu\u00eda con consejos para dise\u00f1ar campa\u00f1as de publicidad digital.","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=75101","og_locale":"es_ES","og_type":"article","og_title":"Gu\u00eda para atraer y retener exploradores digitales en Navidad","og_description":"La plataforma de publicidad nativa y recomendador de contenidos Taboola ha lanzado una gu\u00eda con consejos para dise\u00f1ar campa\u00f1as de publicidad digital.","og_url":"https:\/\/ipmark.com\/?p=75101","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2018-11-23T13:58:00+00:00","og_image":[{"url":"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/11\/taboola-guia-publicidad-digital.jpg","type":"","width":"","height":""}],"author":"ipmark","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"ipmark","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=75101#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=75101"},"author":{"name":"ipmark","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"headline":"Gu\u00eda para atraer y retener exploradores digitales en Navidad","datePublished":"2018-11-23T13:58:00+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=75101"},"wordCount":484,"commentCount":0,"image":{"@id":"https:\/\/ipmark.com\/?p=75101#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/11\/taboola-guia-publicidad-digital.jpg","keywords":["creatividad","marketing digital","Navidad"],"articleSection":["Marketing Digital"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=75101","url":"https:\/\/ipmark.com\/?p=75101","name":"Gu\u00eda para atraer y retener exploradores digitales en Navidad","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=75101#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=75101#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/11\/taboola-guia-publicidad-digital.jpg","datePublished":"2018-11-23T13:58:00+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"description":"La plataforma de publicidad nativa y recomendador de contenidos Taboola ha lanzado una gu\u00eda con consejos para dise\u00f1ar campa\u00f1as de publicidad digital.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=75101#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=75101"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=75101#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=75101#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Gu\u00eda para atraer y retener exploradores digitales en Navidad"}]},{"@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\/27bd0ad78d511e9ab12d06f6568067e1","name":"ipmark","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","caption":"ipmark"},"url":"https:\/\/ipmark.com\/?author=21"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/75101","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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=75101"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/75101\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=75101"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=75101"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=75101"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}