{"id":292,"date":"2009-06-18T05:49:22","date_gmt":"2009-06-18T10:49:22","guid":{"rendered":"http:\/\/www.urbecom.com\/blog\/?p=292"},"modified":"2009-06-18T05:49:22","modified_gmt":"2009-06-18T10:49:22","slug":"%c2%bfcomo-medir-el-impacto-de-nuestra-publicidad","status":"publish","type":"post","link":"https:\/\/www.urbecom.com\/blog\/%c2%bfcomo-medir-el-impacto-de-nuestra-publicidad\/","title":{"rendered":"\u00bfC\u00f3mo medir el impacto de nuestra publicidad?"},"content":{"rendered":"<p>Como responsables de toda la estrategia de marketing de nuestra tienda virtual online, a medida que vayamos lanzando iniciativas publicitarias aumentar\u00e1 nuestra curiosidad por conocer qu\u00e9 retorno estamos obteniendo de la inversi\u00f3n realizada, por peque\u00f1a que \u00e9sta sea.<\/p>\n<p>En este sentido, resulta muy habitual que los empresarios quieran saber c\u00f3mo ha beneficiado a su marca el dinero que han destinado a la publicidad. Por ello, buscan el modo de medirlo y evaluarlo, para poder aprender de los resultados y aplicarlos a la mejora de la efectividad de su estrategia global de marketing.<\/p>\n<h3>Herramientas de las que disponemos<\/h3>\n<p>Para evaluar todas las iniciativas destinadas a vender por Internet y potenciar nuestra tienda virtual online, podemos recurrir a una sencilla herramienta del marketing tradicional: el programa de seguimiento avanzado.<\/p>\n<p><strong>Este recurso puede emplearse para medir:<\/strong><\/p>\n<ul>\n<li>La relaci\u00f3n existente entre la exposici\u00f3n a un anuncio y su efecto, lo que incluye:<br \/>\n<em>1-\tConsciencia de la marca.<\/em><br \/>\n<em>2-\tImagen de la marca.<\/em><br \/>\n<em>3-\tIntenci\u00f3n de compra.<\/em><\/li>\n<li>La eficiencia de la comunicaci\u00f3n de nuestra tienda virtual.<\/li>\n<li>El impacto y el peso del medio utilizado para transmitir nuestros mensajes.<\/li>\n<\/ul>\n<p>Para efectuar programas de este tipo, debemos recurrir a un muestreo suficientemente representativo del mercado objetivo global de nuestra tienda virtual, lo que obligatoriamente precisa de un minucioso an\u00e1lisis previo.<\/p>\n<h3 style=\"text-align: center;\"><img loading=\"lazy\" class=\"aligncenter size-medium wp-image-294\" title=\"medir publicidad\" src=\"http:\/\/www.urbecom.com\/blog\/wp-content\/uploads\/2009\/06\/medir-publicidad-300x218.jpg\" alt=\"medir publicidad\" width=\"300\" height=\"218\" srcset=\"https:\/\/www.urbecom.com\/blog\/wp-content\/uploads\/2009\/06\/medir-publicidad-300x218.jpg 300w, https:\/\/www.urbecom.com\/blog\/wp-content\/uploads\/2009\/06\/medir-publicidad.jpg 500w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/h3>\n<h3>La posibilidades de la Red<\/h3>\n<p>Actualmente, Internet ofrece herramientas digitales que permiten llevar a cabo muestras de calidad con las que poder analizar el impacto de nuestras iniciativas de marketing. Un ejemplo es la estadounidense Red de Consumidores Interactiva (RCI), una muestra de internautas que se actualiza constantemente a trav\u00e9s de un marcador aleatorio.<\/p>\n<p>Por tanto, podemos servirnos de la Red para aprovecharnos de innovadoras herramientas de investigaci\u00f3n que nos proporcionar\u00e1n una medida precisa del impacto de nuestra comunicaci\u00f3n, lo que nos permitir\u00e1 determinar c\u00f3mo afecta nuestra estrategia de marketing online en el comportamiento de nuestros potenciales consumidores.<\/p>\n<p>En este sentido, seg\u00fan diferentes estudios sobre la efectividad de la publicidad online, los r\u00f3tulos publicitarios de Internet circulan tanto como veh\u00edculo del marketing directo, como de comunicaci\u00f3n publicitaria. Una oportunidad que no debemos desaprovechar.<\/p>\n<p>Con la aplicaci\u00f3n de todas estas herramientas podremos observar si nuestro gasto en publicidad est\u00e1 dando buenos resultados y, por tanto, la inversi\u00f3n realizada no est\u00e1 siendo bald\u00eda.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Como responsables de toda la estrategia de marketing de nuestra tienda virtual online, a medida que vayamos lanzando iniciativas publicitarias aumentar\u00e1 nuestra curiosidad por conocer qu\u00e9 retorno estamos obteniendo de la inversi\u00f3n realizada, por peque\u00f1a que \u00e9sta sea. En este sentido, resulta muy habitual que los empresarios quieran saber c\u00f3mo ha beneficiado a su marca [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[17],"tags":[61,14,94,37,93,84,7],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfC\u00f3mo medir el impacto de nuestra publicidad? - Blog de comercio electr\u00f3nico, Ecommerce y Marketing Online | urbeCOM<\/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:\/\/www.urbecom.com\/blog\/\u00bfcomo-medir-el-impacto-de-nuestra-publicidad\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfC\u00f3mo medir el impacto de nuestra publicidad? - Blog de comercio electr\u00f3nico, Ecommerce y Marketing Online | urbeCOM\" \/>\n<meta property=\"og:description\" content=\"Como responsables de toda la estrategia de marketing de nuestra tienda virtual online, a medida que vayamos lanzando iniciativas publicitarias aumentar\u00e1 nuestra curiosidad por conocer qu\u00e9 retorno estamos obteniendo de la inversi\u00f3n realizada, por peque\u00f1a que \u00e9sta sea. 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