{"id":85419,"date":"2019-09-19T13:54:28","date_gmt":"2019-09-19T11:54:28","guid":{"rendered":"https:\/\/ipmark.com\/?p=85419"},"modified":"2019-09-19T13:54:28","modified_gmt":"2019-09-19T11:54:28","slug":"integracion-del-canal-movil-reto-marketing","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=85419","title":{"rendered":"La integraci\u00f3n del canal m\u00f3vil, reto para un tercio de responsables de marketing"},"content":{"rendered":"
\"El
El social media continua siendo el canal m\u00e1s elegido para aplicar estrategias de marketing m\u00f3vil<\/figcaption><\/figure>\n

El marketing m\u00f3vil contin\u00faa alz\u00e1ndose como fuerza disruptiva para una amplia mayor\u00eda de profesionales de marketing<\/a>. Aunque a la hora de conectar las estrategias de \u00e9ste con las de otros canales, m\u00e1s de un tercio afirma no haber conseguido una integraci\u00f3n completa. <\/strong><\/p>\n

As\u00ed lo recoge el \u00faltimo informe de WARC, \u2018The State of the Industry: Mobile Marketing in EMEA 2019\u2019, tras analizar la visi\u00f3n que tienen del \u2018mobile\u2019 marcas, agencias y proveedores de tecnolog\u00eda europeos. Entre las principales conclusiones, el hecho de que un 94% de los encuestados haya afirmado que el marketing m\u00f3vil s\u00ed tiene un impacto en el negocio. Un 43%<\/strong> espera adem\u00e1s que dicho impacto crezca en el futuro. <\/span><\/p>\n

Finanzas (39%), ocio y entretenimiento (37%), \u2018retail\u2019 (35%) <\/strong>y viaje, transporte y turismo (32%)<\/strong> son los sectores considerados m\u00e1s innovadores en este terreno. Por marcas, Amazon, Nike<\/strong> y Coca-Cola<\/strong>. <\/span><\/p>\n

Pero a pesar del impacto y la importancia que se otorga al marketing m\u00f3vil, a la hora de conectar las estrategias desarrolladas en este canal con otras actividades de marketing, m\u00e1s de un tercio de encuestados asegura no haber logrado una integraci\u00f3n completa de sus canales. <\/span><\/p>\n

Aun as\u00ed, la inversi\u00f3n en este canal no se paralizar\u00e1. El 33% asegura que destinar\u00e1 m\u00e1s de un 30% de su presupuesto al marketing m\u00f3vil el pr\u00f3ximo a\u00f1o<\/strong>. Y la tecnolog\u00eda de marketing protagonizar\u00e1 la inversi\u00f3n del 80% de encuestados, quienes aseguran que dedicar\u00e1n hasta un 25% de su presupuesto. <\/span><\/p>\n

Realidad aumentada e IA, tendencias para 2024<\/b><\/h2>\n

Por canales, social media<\/strong> destaca entre los m\u00e1s empleados en marketing m\u00f3vil. Un 51%<\/strong> de los profesionales europeos afirma centrarse en la publicidad web m\u00f3vil display<\/strong> y un 42%<\/strong> en la publicidad m\u00f3vil display in-app<\/strong>. Por su parte, el branded content<\/strong><\/a> ser\u00e1 clave para un 46%<\/strong> de encuestados. <\/span><\/p>\n

Por tecnolog\u00edas, los datos de localizaci\u00f3n contin\u00faan siendo relevantes para un 58% de profesionales, seguido de los chatbots. La Inteligencia Artificial<\/strong> (IA) y la realidad aumentada<\/strong> servir\u00e1n de utilidad para impactar en 2024<\/strong>. <\/span><\/p>\n

Los problemas internos y las m\u00e9tricas permanecen como principales barreras que obstaculizan el crecimiento del marketing m\u00f3vil. En este \u00faltimo caso, las m\u00e9tricas de interacci\u00f3n, tales como el n\u00famero de veces compartido o la tasa de visualizaci\u00f3n completa de v\u00eddeo, se alzan como los indicadores m\u00e1s utilizados. <\/span><\/p>\n

Pilar Chac\u00f3n<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

El marketing m\u00f3vil contin\u00faa alz\u00e1ndose como fuerza disruptiva para una amplia mayor\u00eda de profesionales de marketing. Aunque a la hora<\/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":[2223,143,2077,4307,2338,148],"class_list":["post-85419","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-amazon","tag-coca-cola","tag-inteligencia-artificial","tag-nike","tag-realidad-aumentada","tag-social-media"],"acf":[],"yoast_head":"\nLa integraci\u00f3n del canal m\u00f3vil, reto para un tercio de responsables de marketing<\/title>\n<meta name=\"description\" content=\"La integraci\u00f3n del canal m\u00f3vil con el resto de canales es un quebradero de cabeza para un tercio de profesionales de marketing, seg\u00fan datos de WARC.\" \/>\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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