Por Abel Delgado, consultor y CEO de @US Media Consulting (latinlink.usmediaconsulting.com)
Algunas tácticas de marketing tienen muchas páginas de noticias y publicidad en los medios, pero es difícil saber si encajan en nuestro plan de negocios e incluso si realmente son populares o más bien son “coloridas”. Por lo tanto, analizamos varias encuestas de mercadólogos para ver cómo ellos evalúan ciertas tácticas y cuáles son sus planes de inversión con éstas en el futuro. Al reducir la cuestión a sólo cifras, descubrimos las herramientas que en verdad sirven en la práctica.
N°1: ¿Dominio digital?
El 78% de directores ejecutivos de mercadotecnia (chief marketing officers o CMO por sus siglas en inglés) piensan que el marketing cambiará de manera radical en los próximos 5 años El 37% de los CMO piensan que los medios digitales acapararán más del 75% de los presupuestos de marketing y que por sí solo móvil acaparará más del 50% de los presupuestos de mercadeo El 42% de los CMO piensan que capacidades analíticas se convertirán en capacidades centrales en la mercadotecnia
Fuente: CMO Insights 2014 de Accenture Amber-Heard-Vanidades-Magazine
N°2: Los medios tradicionales aún son eficaces
Accenture también le preguntó a los CMO sobre diferentes medios para determinar los porcentajes de ellos que los encuentran eficaces y comparar esos resultados con los de 2012. Sin lugar a dudas, estos CMO aparentemente están notando resultados de los medios tradicionales que los vuelven tan eficaces como los medios tradicionales.
N°3: Publicidad nativa
Los profesionales en marketing están demostrando un fuerte interés en esta táctica, lo cual se refleja no sólo en sus actitudes, sino también en sus presupuestos. En los EE.UU. la inversión en publicidad nativa debe de incrementar en un 34% en 2015 para sumar un total de US$4,3 mil millones* Entre 2015 y 2018, la inversión en la publicidad nativa crecerá en un 104% para llegar a US$8,8 mil millones* El 69% de mercadólogos digitales creen que la publicidad nativa es valiosa, mientras que un 66% de los anunciantes piensa emplear la publicidad nativa en 2015*
Fuentes: Encuestas de eMarketer, 14 Group, y Advertiser Perceptions
N°4: Marketing de contenidos
Existen resultados mixtos con esta táctica, con una cantidad relativamente pequeña de profesionales invirtiendo en ella: El 52% de los mercadólogos indican que 25% o menos de su presupuesto está dedicado al marketing de contenidos* Al mismo tiempo, el 23% de los profesionales en mercadeo están dedicando más de la mitad de su presupuesto en 2015 hacia la producción de contenidos* Lo que quizás impida el uso generalizado del marketing de contenidos es que aún no confían en su eficacia: El 86% de mercadólogos tipo B2B (de negocio a negocio) usan marketing de contenidos pero solo el 38% piensan que sus esfuerzos son eficaces** Sólo el 23% de los mercadólogos B2C (de negocio a consumidor) piensan que sus marcas monitorean satisfactoriamente el retorno sobre la inversión (RSI) producido por el marketing de contenidos y el 21% indicaron que no medían el RSI de esta táctica en lo absoluto** Casi un tercio de profesionales en mercadotecnia no piensan que sus esfuerzos de marketing de contenidos sean eficaces en lo absoluto**
Fuentes: *Contently, **Content Marketing Institute
N°5: Patrocinio de influenciadores sociales
Esta táctica consiste en pagar a personas con muchos seguidores en medios sociales para que promuevan productos y servicios. Los resultados de un estudio reciente indican: El 52% de los mercadólogos han empleado el patrocinio de influenciadores sociales en 2014 y su nivel es comparable con el de mercadólogos que han usado anuncios display online durante 2014 (58%) Los mercadólogos encuestados indicaron que el patrocinio de influenciadores sociales resulta más eficaz que cualquiera de las otras tácticas que han empleado este año, los cuales incluyen la publicidad televisiva, anuncios online tipo display, radio, revistas y la promoción por celebridades El 74% indicaron que es probable o bien muy probable que empleen patrocinio de influenciadores sociales en el futuro El patrocinio de influenciadores sociales parece provocar un efecto dominó favorable: El 88% de los influenciadores sociales les cuentan a amigos sobre una marca que los patrocina El 72% comparten posts adicionales sobre los patrocinadores más allá del acuerdo del contrato El 77% de los influenciadores dicen que es más probable que compren productos de las marcas que los patrocinan Las marcas que contratan a los influenciadores sociales normalmente los pagan directamente pero otros tipos de pago incluyen productos (89%), tarjetas de regalo (74%) y servicios gratis (62%)
Fuente: IZEA mobile video
N°6: Móvil
Si bien hay interés en publicidad móvil, los retos en el rastreo de respuestas mediante dispositivos móviles (lo cual se debe en parte a que no hay cookies en dispositivos móviles) ha impedido que móvil acapare una cuota significativa de los presupuestos de mercadeo. Por ejemplo: La inversión en publicidad móvil a nivel global aumentó en un 75% en 2014 para sumar un total de US$31,4 mil millones e incrementará en un 46% en 2015* En promedio, móvil solo representa el 5% de presupuesto de las marcas** El 62% de los gerentes de mercadotecnia digital, vicepresidentes y ejecutivos tienen “algo de confianza” en sus capacidades de medir el retorno sobre la inversión en publicidad móvil** Con mejores capacidades de rastreo el 86% de los profesionales en mercadotecnia indican que utilizarían más de sus presupuestos para publicidad móvil y el 93% correrían más campañas multicanal**
Fuentes: *eMarketer, **Forrester
N°7: La compra programática
Basado tanto en cifras sobre inversión en ésta y su uso cada vez más extenso, la compra programática quizás sea la táctica de mercadotecnia más popular empleada en 2015: En EE.UU. la inversión en compra programática tipo display aumentó en un 137% en 2014 para sumar un total de más de US$10 mil millones; en 2015 dicha inversión llegará a casi US$15 mil millones y en 2016 a US$20 mil millones* Ya para 2016, en EE.UU. la compra programática será responsable del 63% de la inversión en anuncios digitales tipo display* Una encuesta de Chango (una plataforma demand side o DSP) encontró que el 75% de los mercadólogos que promocionan marcas ahora están empleando la compra programática** Una encuesta de AOL Platforms encontró que el 90% de los mercadólogos están empleando esta táctica***
Fuentes: *eMarketer, **Chango, ***AOL Platforms
N°8: Marketing con videos
Tanto niveles robustos de inversión como fuertes intenciones de incrementar presupuestos dedicados a las promociones con videos sugieren que los mercadólogos empleará esta táctica en mayor volumen en 2015: El 69% de los profesionales en mercadeo tienen planeados incrementar sus presupuestos dedicados al marketing con videos Otra encuesta realizada por otra empresa demostró que el 70% piensan aumentar su inversión en la mercadotecnia con videos La inversión en publicidad con videos digitales en EEUU incrementó en un 43% en 2014 y aumentará en un 30% más en 2015, desde US$6 mil millones en 2014 a casi US$13 mil millones en 2018 El 93% de los consumidores estadounidenses dicen que los videos son útiles cuando están comparando productos antes de comprarlos**** El 73% dicen que son más propensos a comprar un producto o servicio si pueden ver un video que explica más sobre el mismo antes de compararlo**** El 58% piensan que las empresas que producen videos sobre sus productos con más confiables****
Fuentes: *Demand Metric, **FLIMP, ***eMarketer, ****Animoto
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