{"id":13872,"date":"2023-03-30T13:52:16","date_gmt":"2023-03-30T13:52:16","guid":{"rendered":"https:\/\/www.digitalresponse.es\/?p=13872"},"modified":"2023-03-30T13:52:16","modified_gmt":"2023-03-30T13:52:16","slug":"4-fases-proyecto-de-automatizacion-y-personalizacion-del-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/4-fases-proyecto-de-automatizacion-y-personalizacion-del-marketing\/","title":{"rendered":"4 basic steps to approach a marketing automation and personalisation project"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2023\/03\/automatizacion_personalizacion_marketing-1024x512.jpg\" alt=\"\" class=\"wp-image-13904\"\/><\/figure>\n\n\n\n<br>\n\n\n\n<p>The first step before starting a marketing automation and personalisation project should be to establish a working method. The proposal we make at Digital consists of establishing objectives, implementing initiatives, testing and measuring results.<\/p>\n\n\n\n<p><strong><span style=\"color:#135f66\" class=\"has-inline-color\">OBJECTIVES<\/span>:<\/strong> It will be a matter of establishing what objectives we want for each type of user or segment of our database.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2023\/03\/Imagen-1.png\" alt=\"\" class=\"wp-image-13873\" width=\"493\" height=\"113\"\/><\/figure><\/div>\n\n\n\n<br>\n\n\n\n<p><strong><span style=\"color:#1a5d62\" class=\"has-inline-color\">INITIATIVES:<\/span><\/strong> With the objectives set, the next step will be to define the initiatives we will develop to achieve these objectives. <strong>These initiatives will have to be developed taking into account the automation of sending processes (sending flows), the design and the contents of the email.<\/strong><\/p>\n\n\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Automation<\/strong>The great advantage of an automated system is that it allows the deployment of a system of contacts that would be unfeasible manually. Any automation initiative will necessarily go through four stages: <\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><ul><li>1) Designing a contact map<\/li><li>2) Pre-production implementation<\/li><li>3) Testing<\/li><li>4) Implementation in production<\/li><\/ul><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>The most difficult phases are the first (requiring a certain amount of visual abstraction) and third (requiring great attention to detail and foresight). The second and fourth phases have a more technical component of implementation in the concrete marketing solution, which is less difficult but can be more time-consuming.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Design: <\/strong>For each of the <em>touchpoints <\/em>The emails that emerge from the first phase of automation will have to be designed taking into account the objectives of each phase. It will also be key to introduce persuasive elements in the emails, both in the <em>copies<\/em> as well as in the way information is presented.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Content: <\/strong>This point refers to the creation of, on the one hand, a library of contents (images and texts), and on the other hand, an agile and automated system for the inclusion of these contents in the emails that each user will receive (personalisation).<\/li><\/ul>\n\n\n\n<br>\n\n\n\n<p><strong><span style=\"color:#227177\" class=\"has-inline-color\">TESTEO:<\/span><\/strong> Once the initiative has been implemented, the different elements in play will be tested (sending times, frequencies and sequences, topics, contents, etc.).<\/p>\n\n\n\n<br>\n\n\n\n<p><strong><span style=\"color:#145b62\" class=\"has-inline-color\">CONTROL:<\/span><\/strong> The KPIs will provide an account of how well the initiative and its different variants are working and will justify in each case the revision of the initiative.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2023\/03\/Captura-de-Pantalla-2023-03-15-a-las-13.08.55.png\" alt=\"\" class=\"wp-image-13874\" width=\"511\" height=\"219\"\/><\/figure><\/div>\n\n\n\n<br>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/jordi-blog-1.jpg\" alt=\"\" class=\"wp-image-11603\" width=\"360\" height=\"150\"\/><\/figure>","protected":false},"excerpt":{"rendered":"<p>El primer paso antes de iniciar un proyecto de automatizaci\u00f3n y personalizaci\u00f3n del marketing deber\u00eda ser el establecimiento de un m\u00e9todo de trabajo. La propuesta que hacemos desde Digital consiste en establecer objetivos, implementar iniciativas, testear y medir resultados. OBJETIVOS: Se tratar\u00e1 de establecer qu\u00e9 objetivos queremos para cada tipolog\u00eda de usuario o segmento de [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-13872","post","type-post","status-publish","format-standard","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 fases b\u00e1sicas para abordar un proyecto de automatizaci\u00f3n y personalizaci\u00f3n del marketing - Digital Response<\/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.digitalresponse.es\/en\/4-fases-proyecto-de-automatizacion-y-personalizacion-del-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 fases b\u00e1sicas para abordar un proyecto de automatizaci\u00f3n y personalizaci\u00f3n del marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"El primer paso antes de iniciar un proyecto de automatizaci\u00f3n y personalizaci\u00f3n del marketing deber\u00eda ser el establecimiento de un m\u00e9todo de trabajo. La propuesta que hacemos desde Digital consiste en establecer objetivos, implementar iniciativas, testear y medir resultados. OBJETIVOS: Se tratar\u00e1 de establecer qu\u00e9 objetivos queremos para cada tipolog\u00eda de usuario o segmento de [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/4-fases-proyecto-de-automatizacion-y-personalizacion-del-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-30T13:52:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2023\/03\/automatizacion_personalizacion_marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jordi Puig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordi Puig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/4-fases-proyecto-de-automatizacion-y-personalizacion-del-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/4-fases-proyecto-de-automatizacion-y-personalizacion-del-marketing\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"4 fases b\u00e1sicas para abordar un proyecto de automatizaci\u00f3n y personalizaci\u00f3n del marketing\",\"datePublished\":\"2023-03-30T13:52:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/4-fases-proyecto-de-automatizacion-y-personalizacion-del-marketing\/\"},\"wordCount\":396,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/4-fases-proyecto-de-automatizacion-y-personalizacion-del-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2023\/03\/automatizacion_personalizacion_marketing-1024x512.jpg\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/4-fases-proyecto-de-automatizacion-y-personalizacion-del-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/4-fases-proyecto-de-automatizacion-y-personalizacion-del-marketing\/\",\"name\":\"4 fases b\u00e1sicas para abordar un proyecto de automatizaci\u00f3n y personalizaci\u00f3n del marketing - 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