{"id":14112,"date":"2022-03-28T00:00:00","date_gmt":"2022-03-28T00:00:00","guid":{"rendered":"https:\/\/www.isdi.education\/es\/que-significa-el-termino-retargeting-y-para-que-sirve\/"},"modified":"2024-04-22T15:06:43","modified_gmt":"2024-04-22T15:06:43","slug":"que-significa-el-termino-retargeting-y-para-que-sirve","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/es\/blog\/que-significa-el-termino-retargeting-y-para-que-sirve","title":{"rendered":"\u00bfQu\u00e9 significa el t\u00e9rmino retargeting y para qu\u00e9 sirve?"},"content":{"rendered":"
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El retargeting <\/strong>es una t\u00e9cnica de marketing digital cuyo objetivo es impactar a los usuarios que previamente han interactuado<\/strong> con una determinada marca. La finalidad del retargeting es recordar a los usuarios interesados en nuestros productos que estamos ah\u00ed y que tenemos una oferta interesante que ofrecerles. Fomentamos el recuerdo para conseguir la conversi\u00f3n final<\/strong>.<\/p>\n

\u00bfC\u00f3mo funciona el retargeting?<\/h2>\n

Cuando compramos en internet todos somos muy indecisos. De hecho, solo el 2% del tr\u00e1fico web convierte en una primera visita<\/strong>. El retargeting puede ayudarte a generar una nueva oportunidad<\/strong> y, as\u00ed, intentar que ese 98% restante llegue a convertir. Si est\u00e1s constantemente record\u00e1ndole al usuario que existes, que est\u00e1s ah\u00ed y que tienes la soluci\u00f3n a su problema, la probabilidad de que acabe convirtiendo aumenta en gran escala.<\/p>\n

Si consigues este recordatorio constante, tambi\u00e9n estar\u00e1s haciendo branding, y esto tiene mucho que decir en tu estrategia de inbound marketing.<\/p>\n

Tipos de retargeting y c\u00f3mo aplicarlos<\/h2>\n

Existen muchas maneras de hacer retargeting y conocer estos caminos siempre guiar\u00e1n a tu audiencia al lugar al que quieras llevarles:<\/p>\n

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  • Retargeting display: <\/strong>es uno de los tipos de retargeting m\u00e1s conocidos debido, entre otras cosas, al popular aviso de utilizaci\u00f3n de cookies que aparece cada vez en m\u00e1s p\u00e1ginas web.<\/li>\n
  • Retargeting din\u00e1mico<\/strong>: partiendo del anterior tipo, esta se centra sobre todo en eCommerce, automatizando la creaci\u00f3n de anuncios para impactar a cada usuario con ese producto que le ha interesado especialmente.<\/li>\n
  • Email retargeting<\/strong>: se trata de una forma de recuperaci\u00f3n de carritos v\u00eda email. Lo que hace es enviar un email al usuario que abandona en mitad de su transacci\u00f3n para llevarlo de vuelta a la web de la marca y que pueda completar su compra.<\/li>\n
  • Social retargeting<\/strong>: al igual que en el caso del display, aqu\u00ed usaremos las cookies que el usuario coja en nuestro site para que, al estar en cualquiera de las redes sociales, se le muestren nuestros anuncios.<\/li>\n
  • Search retargeting<\/strong>: afinar con la audiencia es muy f\u00e1cil en este tipo de retargeting. Aqu\u00ed no se incluyen anuncios de display, sino que se ense\u00f1ar\u00e1n cuando los users que hayan pasados por nuestro site est\u00e9n haciendo b\u00fasquedas en Google.<\/li>\n<\/ul>\n
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    Aqu\u00ed seguimos todos los pasos del\u00a0site retargeting<\/i>, puesto que necesitamos que el usuario se lleve nuestras\u00a0cookies<\/i>\u00a0al visitar nuestra web. La diferencia es que en este caso\u00a0nuestros anuncios se le van a mostrar a trav\u00e9s de las redes sociales<\/strong>.<\/p>\n

    Dise\u00f1ar el plan de acci\u00f3n<\/strong>: la campa\u00f1a dise\u00f1ada debe estar en consonancia con el resto de objetivos de nuestro plan de marketing online.<\/p>\n

    Segmentar el p\u00fablico objetivo:\u00a0<\/strong>debemos conocer a nuestro p\u00fablico, tanto en gustos personales como en comportamiento, para saber c\u00f3mo impulsar las ventas.<\/p>\n

    Usar todos los canales posibles:<\/strong>\u00a0los usuarios utilizan todo tipo de canales para interactuar con una marca, de ah\u00ed que debemos utilizar todos los que sepamos que emplea nuestro buyer persona.<\/p>\n

    Testear los anuncios:<\/strong>\u00a0solo cuando estemos seguros de que lo que vamos a mostrar es bueno, informativo y relevante, lo publicaremos.<\/p>\n

    Optimizar la landing page:<\/strong>\u00a0todos los elementos de la campa\u00f1a, desde los anuncios hasta la landing page, deben reforzar el objetivo de que el cliente vuelva a nuestra web para comprar.<\/p>\n

    Controlar el gasto:<\/strong>\u00a0la mejor forma para evitar gastos inesperados durante la campa\u00f1a es optimizar los recursos.<\/p>\n

    Estimar la duraci\u00f3n de la campa\u00f1a:<\/strong>\u00a0la extensi\u00f3n de la campa\u00f1a est\u00e1 completamente en nuestras manos, siempre y cuando tengamos en cuenta que, cuanto mayor periodo de tiempo abarque, mayores posibilidades habr\u00e1 de que el cliente potencial se canse.<\/p>\n

    Ofrecer contenido relevante<\/strong>: el contenido de los anuncios de retargeting debe ser atractivo e interesante para los usuarios, por lo que adem\u00e1s es vital que cuenten con personalizaci\u00f3n y altas dosis de segmentaci\u00f3n.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n

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

    El retargeting es una t\u00e9cnica de marketing digital cuyo objetivo es impactar a los usuarios que previamente han interactuado con una determinada marca. La finalidad del retargeting es recordar a los usuarios interesados en nuestros productos que estamos ah\u00ed y que tenemos una oferta interesante que ofrecerles. Fomentamos el recuerdo para conseguir la conversi\u00f3n final….<\/p>\n","protected":false},"author":23,"featured_media":14111,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-14112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":{"photo_gallery":{"galeria":[[]]}},"yoast_head":"\nRetargeting: \u00bfQu\u00e9 es y para qu\u00e9 sirve? | ISDI<\/title>\n<meta name=\"description\" content=\"Descubre qu\u00e9 es el retargeting y c\u00f3mo funciona esta t\u00e9cnica de marketing digital. \u00a1Te lo contamos!\" \/>\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.isdi.education\/es\/blog\/que-significa-el-termino-retargeting-y-para-que-sirve\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retargeting: \u00bfQu\u00e9 es y para qu\u00e9 sirve? 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