{"id":16186,"date":"2020-06-17T08:32:24","date_gmt":"2020-06-17T06:32:24","guid":{"rendered":"https:\/\/blog.acumbamail.com\/?p=16186"},"modified":"2022-07-27T09:22:48","modified_gmt":"2022-07-27T07:22:48","slug":"cross-channel-marketing","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/cross-channel-marketing\/","title":{"rendered":"C\u00f3mo aplicar cross-channel a tu estrategia de marketing"},"content":{"rendered":"<p>El <strong><em>cross-channel<\/em> marketing<\/strong> es una t\u00e9cnica muy com\u00fan pero efectiva utilizada en el <em>mundillo<\/em> del marketing, integrando varios <a href=\"https:\/\/acumbamail.com\/blog\/canales-de-marketing-mas-rentables\/\">canales de marketing<\/a> al mismo tiempo para una misma campa\u00f1a. Te contamos todas las <strong>ventajas de utilizar una estrategia <em>cross-channel<\/em><\/strong> y <strong>c\u00f3mo puedes aplicarlo en tu empresa para obtener beneficios.<\/strong><\/p>\n\n<h2><strong>Beneficios del cross-channel<\/strong><\/h2>\n<p>A continuaci\u00f3n, te mostramos algunas de las ventajas que te ofrecer\u00e1 utilizar el <em>cross-channel<\/em> marketing:<\/p>\n<ul>\n<li><strong>Variedad de canales:<\/strong> se utiliza una gran variedad de canales \u2014todos ellos coordinados entre s\u00ed\u2014 como el <a href=\"https:\/\/acumbamail.com\/sms-marketing\/\">SMS marketing<\/a>, los anuncios de Google, las redes sociales, el <a href=\"https:\/\/acumbamail.com\/email-marketing\/\">email marketing<\/a>, las notificaciones push, entre otros.<\/li>\n<li><strong>Campa\u00f1as centralizadas: <\/strong>aunque se produzca en distintos canales, la informaci\u00f3n est\u00e1 centralizada y tiene mayor coordinaci\u00f3n de los m\u00faltiples canales.<\/li>\n<li><strong>Se crean perfiles de segmentaci\u00f3n en relaci\u00f3n con las necesidades: <\/strong>de los datos que se obtienen se puede generar un mayor nivel de segmentaci\u00f3n de tu p\u00fablico.<\/li>\n<li><strong>Adaptaci\u00f3n del mensaje:<\/strong> se adapta el mensaje central de la campa\u00f1a y la forma de mostrarlo en los distintos canales y segmentos, pero siempre siguiendo la misma esencia e idea principal de la campa\u00f1a.<\/li>\n<li><strong>Mejorar la interacci\u00f3n: <\/strong>como no tiene que ser exactamente el mismo mensaje literal, se pueden crear contenidos interrelacionados seg\u00fan el canal, lo que causa un mayor impacto y recuerdo en los usuarios que puede mejorar el engagement.<\/li>\n<li><strong>Datos en tiempo real de cada canal:<\/strong> dado que los principales canales hoy en d\u00eda son v\u00eda online, se obtienen datos en el momento y se puede modificar la campa\u00f1a instant\u00e1neamente para adaptarse a las necesidades.<\/li>\n<li><strong>Personalizaci\u00f3n de contenidos:<\/strong> seg\u00fan el canal, se pueden personalizar los contenidos y generar mayor repercusi\u00f3n en los segmentos definidos, como por ejemplo en las newsletter personalizadas.<\/li>\n<\/ul>\n<h2><strong>C\u00f3mo aplicar <em>cross-channel<\/em> marketing<\/strong><\/h2>\n<p>Para <strong>integrar todos los canales que quieras<\/strong> en una misma estrategia de marketing, que conformen <strong>campa\u00f1as que se interrelacionen y consigan tus objetivos,<\/strong> deber\u00e1s seguir los siguientes pasos:<\/p>\n<h3><strong>1. Define objetivos y analiza tu audiencia<\/strong><\/h3>\n<p>Como siempre, en una estrategia de marketing, deber\u00e1s <strong>definir tus objetivos:<\/strong> aumentar el engagement, subir las ventas, conseguir visitas, fidelizar usuarios, etc.<\/p>\n<p>Una vez decididos los objetivos, lo primero que tendr\u00e1s que hacer es <strong>analizar a tu p\u00fablico,<\/strong> conocer sus gustos, preferencias, necesidades, datos demogr\u00e1ficos y todo lo que compone el perfil del buyer persona para <strong>averiguar c\u00f3mo dirigirte a ellos dependiendo del canal.<\/strong> Puedes crear varios grupos o segmentos que te servir\u00e1n posteriormente.<\/p>\n<h3><strong>2. Segmenta tus campa\u00f1as<\/strong><\/h3>\n<p>Una vez tengas tu audiencia definida, deber\u00e1s <strong>dirigirte a ella a trav\u00e9s de los canales que m\u00e1s encajen con sus perfiles.<\/strong> Por ejemplo, si quieres hacer anuncios o contenido org\u00e1nico en Facebook, suele estar m\u00e1s dirigido a personas adultas o m\u00e1s maduras que se detienen m\u00e1s tiempo en tus posts, mientras que Instagram est\u00e1 dirigido a personas m\u00e1s j\u00f3venes que quieren ver contenidos m\u00e1s r\u00e1pidos.<\/p>\n<h3><strong>3. Utiliza el email marketing<\/strong><\/h3>\n<p>El <strong>email marketing<\/strong> es uno de los mejores canales para utilizar en el <strong>cross-channel<\/strong>, ya que permite <strong>personalizar las <a href=\"https:\/\/acumbamail.com\/blog\/newsletter-que-es\/\">newsletter<\/a> bas\u00e1ndose en los datos recogidos.<\/strong> Si tienes una tienda de ropa deportiva y est\u00e1s haciendo una campa\u00f1a de <em>running,<\/em> podr\u00e1s segmentar por las personas que se han interesado en estos anuncios, en esos productos en tu web o que los han visitado en las \u00faltimas semanas.<\/p>\n<h3><strong>4. Optimiza el SEO<\/strong><\/h3>\n<p>Si se hace una <strong>estrategia de cross-channel marketing,<\/strong> tendr\u00e1s que optimizar todo el SEO de tu web relacionado con dicha campa\u00f1a, desde el men\u00fa principal hasta las landing pages que crees. Por ejemplo, optimizando metadescripciones, titles, atributos alt de las im\u00e1genes, etc.<\/p>\n<p>En definitiva, el <strong>cross-channel marketing<\/strong> es una estrategia muy interesante a seguir, especialmente en cuanto a segmentaci\u00f3n para conseguir ventas, fidelizar o atraer a tu p\u00fablico. <strong>Adaptando los mensajes a los distintos canales<\/strong> conseguir\u00e1s llegar a los usuarios de varias formas al mismo tiempo sin ser repetitivo, lo que <strong>provocar\u00e1 una mayor interacci\u00f3n.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El cross-channel marketing es una t\u00e9cnica muy com\u00fan pero efectiva utilizada en el mundillo del marketing, integrando varios canales de marketing al mismo tiempo para una misma campa\u00f1a. Te contamos todas las ventajas de utilizar una estrategia cross-channel y c\u00f3mo puedes aplicarlo en tu empresa para obtener beneficios. Beneficios del cross-channel A continuaci\u00f3n, te mostramos [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":16185,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1497],"tags":[],"class_list":["post-16186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cross-channel: c\u00f3mo aplicarlo en tu estrategia de marketing<\/title>\n<meta name=\"description\" content=\"En la actualidad, para que una estrategia de marketing sea eficiente, lo m\u00e1s adecuado es aplicar el cross-channel. 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