{"id":19671,"date":"2021-02-19T00:00:00","date_gmt":"2021-02-19T00:00:00","guid":{"rendered":"https:\/\/www.isdi.education\/mx\/media-marketing\/"},"modified":"2021-02-19T00:00:00","modified_gmt":"2021-02-19T00:00:00","slug":"media-marketing","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/mx\/blog\/media-marketing","title":{"rendered":"Media Marketing"},"content":{"rendered":"
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Por Mauricio Cabrera<\/strong><\/p>\n

La tendencia no hace m\u00e1s que crecer. Ante la inversi\u00f3n constante que representa la realizaci\u00f3n de campa\u00f1as de inbound marketing a trav\u00e9s de plataformas como Google<\/strong> y Facebook<\/strong>, distintas empresas han optado por adoptar un esquema de Media Marketing<\/strong>, que podr\u00edamos considerar como la evoluci\u00f3n natural del desarrollo de estrategias de Content Marketing<\/strong>.\u00a0<\/p>\n

Pero antes de ir a detalle, \u00bfqu\u00e9 es el Media Marketing?\u00a0<\/strong><\/h3>\n

Podemos definirlo como la realizaci\u00f3n de contenido a trav\u00e9s de una plataforma\/marca independiente que tiene como objetivo construir una comunidad de calidad que en alg\u00fan punto se interesar\u00e1 por los productos y servicios que ofrece una plataforma tercera, que si bien es due\u00f1a del medio en cuesti\u00f3n, mantiene un distanciamiento para garantizar que el acercamiento a los usuarios ocurra de la manera m\u00e1s org\u00e1nica posible.\u00a0<\/p>\n

Para adoptar esta estrategia existen dos v\u00edas posibles, la de la adquisici\u00f3n y la de la creaci\u00f3n. Por ahora, la m\u00e1s recurrente ha sido la primera, dado que siempre ser\u00e1 m\u00e1s sencillo partir de un concepto ya validado, con el ahorro en tiempos de desarrollo y dinero que ello implica, que construir desde cero, lo que representar\u00eda que una empresa habr\u00eda de continuar con sus esfuerzos de marketing<\/strong> tradicionales mientras financia y garantiza el crecimiento de su propio medio de comunicaci\u00f3n.\u00a0<\/p>\n

En la consolidaci\u00f3n de esta tendencia se han conjugado una serie de factores que a continuaci\u00f3n analizo:\u00a0<\/p>\n

Riesgo de inversi\u00f3n en territorio de terceros<\/strong><\/h3>\n

Brian Clark, fundador de Copyblogger<\/strong>, ha explicado en diversas oportunidades lo que representa que como medio, marca o creador de contenido vuelques esfuerzos considerables en t\u00e9rminos humanos y presupuestales en \u201ctierra rentada\u201d, que refiere a los ya mencionados Google<\/strong> o Facebook<\/strong>, principalmente.<\/p>\n

A ese riesgo, que es el de pagar por un usuario al que podr\u00edas no volver a tener acceso salvo que vuelvas a activar una campa\u00f1a, se suman los cambios al algoritmo y la incertidumbre en materia de precios que suele generarse.\u00a0<\/p>\n

La desintermediaci\u00f3n del contenido<\/strong><\/h3>\n

Entre una marca y su audiencia estaban los medios de comunicaci\u00f3n, pero dado que estos han sido sustituidos por las propias redes sociales y por las facultades que tiene una marca o persona cualquiera para crear contenido, carece de sentido seguir \u201crentando\u201d audiencias cuando se pueden construir las propias.\u00a0<\/p>\n

Lo anterior no implica que las marcas van a dejar de invertir en medios o en campa\u00f1as a trav\u00e9s de Google, Facebook y otras plataformas, pero s\u00ed que ajustar\u00e1n sus presupuestos para contemplar el Media Marketing<\/strong> como una de sus posibilidades.\u00a0<\/p>\n

\u00bfQu\u00e9 casos son referencia reciente en materia de Media Marketing?\u00a0<\/strong><\/h3>\n

1. Hubspot adquiere The Hustle<\/strong><\/h3>\n

El caso m\u00e1s reciente y sonado es el de esta empresa de software as a service que a su oferta tradicional de Content Marketing<\/strong>, que incluye el desarrollo de una serie de cursos para que los usuarios se certifiquen en aspectos como SEO y elaboraci\u00f3n de contenidos; sum\u00f3 The Hustle, newsletter especializado en millennials interesados en negocio y tecnolog\u00eda, con m\u00e1s de 1.5 millones de suscriptores.\u00a0\u00a0<\/p>\n

En un comunicado, Hubspot<\/strong> asegur\u00f3 que la empresa adquirida por alrededor de 27 millones de d\u00f3lares, le permitir\u00e1 fortalecer la oferta que genera a trav\u00e9s de Hubspot Academy y de su canal en Google con m\u00e1s y mejor contenido enfocado en educaci\u00f3n, negocios y tendencias de tecnolog\u00eda.\u00a0<\/p>\n

2. Mailchimp compra Courier<\/strong><\/h3>\n

A mediados del 2020, el gigante del correo electr\u00f3nico anunci\u00f3 la adquisici\u00f3n de Courier<\/strong>, revista bimensual brit\u00e1nica enfocada en el desarrollo de contenido para emprendedores y peque\u00f1as y medianas empresas.\u00a0<\/p>\n

3. Penn National invierte 136 millones de d\u00f3lares en Barstool Sports<\/strong><\/h3>\n

No solo las empresas de tecnolog\u00eda apuestan por el Media Marketing, tambi\u00e9n lo hacen las casas de apuestas. A cambio de dicha cifra, Penn National se hizo del 36% de una empresa valuada en 450 millones de d\u00f3lares y a partir de esa transacci\u00f3n ha abierto los primeros Sportsbooks bajo la marca Barstool Sports, que fuera creado en 2003 como un peri\u00f3dico impreso que ofrec\u00eda consejos para realizar apuestas.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/section><\/div>\n","protected":false},"excerpt":{"rendered":"

\u00bfPor qu\u00e9 las marcas est\u00e1n comprando medios de comunicaci\u00f3n?<\/p>\n","protected":false},"author":1,"featured_media":19670,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[51],"tags":[],"class_list":["post-19671","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"acf":[],"yoast_head":"\nMedia Marketing<\/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\/media-marketing\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Media Marketing\" \/>\n<meta property=\"og:description\" content=\"\u00bfPor qu\u00e9 las marcas est\u00e1n comprando medios de comunicaci\u00f3n?\" 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