Marketing Digital y Cuidado Personal

Personal Care: 7 Razones para Invertir en Marketing Digital

Hoy en día, el requisito básico para mantener y mejorar el posicionamiento de una marca de cuidado personal es crear un concepto atractivo que ayude a mantenernos en el TOM de nuestra industria. Pero ¿cómo logramos esa ventaja para nuestra marca o producto?

Hoy en día no alcanza con crear publicaciones en redes sociales y sentarnos a esperar que nuestro share de mercado incremente. Debemos promocionar activamente nuestro negocio si queremos verlo crecer en el mundo 2.0

La manera más eficaz y económica de hacerlo es a través de la publicidad digital. Por eso, hicimos una lista de las 7 razones por las que te conviene invertir en publicidad digital para tu marca

  1.  Puedes construir awareness de marca

Más del 90% de las personas realiza una investigación en Internet antes de realizar una compra (sea en PDV o en E-commerce), por lo que los medios digitales prestan una excelente oportunidad para llegar a nuestro público y generar altos niveles de reconocimiento de marca  que nos aseguren llegar a la etapa de consideración.

Datos como el CTR (click-through rate), el CPC (costo-por-click) y el CPA (costo-por-adquisición) indican de inmediato si hay un buen fit entre producto y mercado.  Además, con esas métricas puedes hacer ajustes en vivo para maximizar el retorno de tu inversión.

  1.  Puedes segmentar al público

Las plataformas digitales permiten perfilar al público que verá tu anuncio de manera puntual, por lo que tendrás la posibilidad de segmentar tus mensajes. Esta segmentación específica ayuda a obtener costos mucho más bajos que los de la publicidad tradicional, como los espectaculares o spots de TV, en los que para llegar a uno debes pagar por llegar a todos.

Además, la publicidad digital permite elevar los niveles de afinidad marca-usuario: a través del envío de una secuencia de mensajes personalizados específicos a su perfil, es posible llevar al potencial cliente a través del embudo de consumo.

La manera de orientar las campañas varía de acuerdo a la plataforma que elijas, pero todas brindan la posibilidad de segmentar tu audiencia:

Desde cuestiones generales como filtrar por sexo y edad, hasta mostrar anuncios únicamente a personas con hijos o que van a cumplir un aniversario, existen opciones para cada tipo de mercado y necesidad. Sólo es cuestión de buscar la correcta para tu marca.

3. Los gigantes de la industria priorizan tu sitio

Aunque ofrecen muchos servicios gratuitos, las plataformas digitales no dejan de ser negocios cuyo principal objetivo es generar ingresos. Por eso, el contenido patrocinado cobra cada vez mayor relevancia vs. aquel generado de manera orgánica. Aquí tenemos algunos ejemplos:

  • Los anuncios de Google son cada vez más parecidos a sus resultados orgánicos – esta “mimetización” otorga mayor visibilidad a las marcas, ayuda a disminuir la cantidad de usuarios que evitan activamente visitar sitios patrocinados. Entérate de más sobre los cambios de Google para beneficiar a los anunciantes aquí.
  • En promedio, menos del 1% de la base de fans de tu página de Facebook verá tu contenido a menos que lo promociones. Esto se debe a que el Facebook real estate es limitado, por lo que su algoritmo busca priorizar los contenidos de las marcas que pagan por “boostear”.
  • La única manera de que las marcas puedan recibir exposición masiva en Snapchat es a través de la publicidad pagada, ya que la naturaleza misma de la red social hace muy difícil encontrar usuarios a menos que cuentes con su código o nombre exacto.
  1. Puedes fidelizar a tus clientes

Para mantener tu negocio es importante nutrir la relación con tus consumidores. Con el remarketing y las campañas de email puedes reactivar a clientes existentes o potenciales. Y si mezclas esta estrategia con la segmentación profunda que mencionamos en el punto 3, puedes encontrar a los fans de la marca que te apoyarán durante todo el camino.

  1. Tú defines tus costos

Una campaña de publicidad digital te permite controlar y medir el ROI de cada peso que gastas. Puedes empezar con un presupuesto muy pequeño para minimizar el riesgo. Más aún, la habilidad de programar las campañas y apagarlas en cualquier momento te da gran flexibilidad, ya que puedes pausar tus esfuerzos en cualquier momento y retomarlos cuando estés listo para hacerlo.

  1. Puedes hacer publicidad memorable

Las plataformas online tienen un sinfín de posibilidades que se prestan a la creación de campañas orientadas a generar brand love. Desde un anuncio en el que un perro te persigue hasta uno que sabe que quieres mudarte a Canadá, los medios digitales nos dan la oportunidad de conectarnos con los usuarios a un nivel profundo y personal. Esto nos hará, inevitablemente, memorables.

  1. Todo se basa en métricas

Sabemos que para tu empresa lo más importante es la medición exhaustiva de los indicadores de negocio para obtener un crecimiento eficiente y constante. Medir tus campañas digitales permite identificar patrones y obtener insights sobre tus consumidores que te permitirán saber si necesitas realizar ajustes e identificar oportunidades.

¿Quieres saber más sobre Marketing Digital? Checa los artículos introductorios de nuestro Blog.

_Minimalist es una agencia de marketing digital especializada en el posicionamiento digital integral de las marcas 2.0. Si tienes algo que agregar o quieres saber más sobre este servicio, deja un comentario o escríbenos a contacto@minimalist.mx

 

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