{"id":19471,"date":"2018-10-17T00:00:00","date_gmt":"2018-10-17T00:00:00","guid":{"rendered":"https:\/\/www.isdi.education\/mx\/marketing-contextual-conoce-tu-audiencia-e-invierte-en\/"},"modified":"2018-10-17T00:00:00","modified_gmt":"2018-10-17T00:00:00","slug":"marketing-contextual-conoce-tu-audiencia-e-invierte-en","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/mx\/blog\/marketing-contextual-conoce-tu-audiencia-e-invierte-en","title":{"rendered":"Marketing Contextual, conoce a tu audiencia e invierte en ella"},"content":{"rendered":"
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Los anuncios digitales son cada vez m\u00e1s importantes en un plan de marketing digital. Por un lado, los profesionistas de este rubro se esfuerzas con herramientas cada vez m\u00e1s sofisticadas para llegar a posibles clientes utilizando la informaci\u00f3n y medici\u00f3n de audiencias. Por otro lado, una cantidad significativa de usuarios busca evitar a toda costa la publicidad en su experiencia online.<\/p>\n

La compra de pauta publicitaria en redes sociales como Facebook, Twitter o LinkedIn puede ser cara para algunos sectores; los anuncios en Google tambi\u00e9n implican un desembolso importante de recursos para una empresa peque\u00f1a. Ante estos escenarios una alternativa es el Marketing Contextual, una estrategia que re\u00fane al consumidor, el contexto y el contenido en una misma estrategia para que el mensaje alcance a nuestra audiencia meta.<\/p>\n

La clave de medir la audiencia<\/h2>\n

Como en otras ocasiones, lo m\u00e1s importante est\u00e1 en la delimitaci\u00f3n de nuestro p\u00fablico, saber qui\u00e9n es, qu\u00e9 disfruta, qu\u00e9 valora y qu\u00e9 no le gusta. Esta es la fase que se conoce como la creaci\u00f3n o descripci\u00f3n de nuestros buyer persona. Es decir, enumeramos nuestros diferentes p\u00fablicos, sus caracter\u00edsticas y un tono espec\u00edfico para hablarle a cada uno de ellos.<\/p>\n

No es lo mismo hablar a mujeres universitarias con gusto por la m\u00fasica electr\u00f3nica, que a hombres oficinistas habitantes de una gran urbe. Puede que nuestro producto o servicio tenga utilidad para ambas audiencias, sin embargo, sus conductas y h\u00e1bitos pueden ser muy distintos en la forma en c\u00f3mo, cu\u00e1ndo y de qu\u00e9 forma toman una decisi\u00f3n de compra.<\/p>\n

\u00a0<\/p>\n

Un mensaje para cada audiencia (en el medio adecuado)<\/h2>\n

Despu\u00e9s de definir nuestros posibles compradores, dise\u00f1amos un mensaje para cada uno. Conocer al p\u00fablico es la base para tener estos insights y saber con qu\u00e9 narrativa podemos conectar con ellos.<\/p>\n

Gracias a esta investigaci\u00f3n previa, podemos tambi\u00e9n anticipar \u201cen d\u00f3nde\u201d est\u00e1 nuestro p\u00fablico cuando est\u00e1 en l\u00ednea. Puede ser que consulte un sitio de noticias en particular, o que le interese un blog de tecnolog\u00eda, un sitio que rese\u00f1e restaurantes o una red social en particular; cuanto m\u00e1s se acerque el contenido de estos sitios a lo que oferta nuestra marca, m\u00e1s eficiente ser\u00e1n los anuncios programados.<\/p>\n

Hacer anuncios atractivos para un p\u00fablico espec\u00edfico y en el lugar adecuado, har\u00e1 que el usuario no perciba la publicidad como intrusiva.<\/p>\n

En resumen, el marketing contextual se trata de medir los datos, recabar la mayor cantidad de informaci\u00f3n y adaptar nuestro mensaje en el entorno donde ya est\u00e1 el usuario.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/section><\/div>\n","protected":false},"excerpt":{"rendered":"

El Marketing Contextual es una estrategia que re\u00fane al consumidor, el contexto y el contenido en una misma estrategia para que el mensaje alcance a nuestra audiencia meta.<\/p>\n","protected":false},"author":1,"featured_media":19470,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[47],"tags":[],"class_list":["post-19471","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad-digital"],"acf":[],"yoast_head":"\nMarketing Contextual, conoce a tu audiencia e invierte en ella<\/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.isdi.education\/mx\/blog\/marketing-contextual-conoce-tu-audiencia-e-invierte-en\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" 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