{"id":2153,"date":"2013-10-30T11:19:31","date_gmt":"2013-10-30T11:19:31","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=2153"},"modified":"2013-10-30T11:19:31","modified_gmt":"2013-10-30T11:19:31","slug":"conclusiones-del-cross-channel-marketing-report-2013","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/conclusiones-del-cross-channel-marketing-report-2013\/","title":{"rendered":"Conclusions of the Cross Channel Marketing Report 2013"},"content":{"rendered":"<p style=\"text-align: justify;\">Nos hacemos eco en este post del segundo<a title=\"Cross Channel Marketing 2013\" href=\"http:\/\/econsultancy.com\/es\/reports\/cross-channel-marketing-report\" target=\"_blank\" rel=\"noopener\"> <strong>Cross Channel Marketing Report 2013<\/strong><\/a>, publicado recientemente por <a title=\"Econsultancy\" href=\"http:\/\/econsultancy.com\/es\" target=\"_blank\" rel=\"noopener\">Econsultancy <\/a>y el proveedor de soluciones Cross Channel <a title=\"Responsys\" href=\"http:\/\/www.responsys.com\/\" target=\"_blank\" rel=\"noopener\">Responsys<\/a>. Basado en una encuesta llevada a cabo entre 900 compa\u00f1\u00edas (entre empresas y agencias) en EEUU, el trabajo recoge el peso que los distintos canales (on y off-line) tienen en el seno de las estrategias cross-channel.<\/p>\n<p> <!--more--><\/p>\n<p style=\"text-align: justify;\">Algunas de las conclusiones m\u00e1s llamativas son las siguientes:<\/p>\n<p style=\"text-align: justify;\">&#8211; Las empresas encuestadas reconocen la importancia de cultivar las relaciones con sus clientes. De hecho, el 70% de las empresas encuestadas afirman estar de acuerdo con la idea de que <strong>\"<em>es m\u00e1s barato retener a un cliente que adquirir uno nuevo<\/em>\"<\/strong>.\u00a0<span style=\"line-height: 1.714285714; font-size: 1rem;\">Sin embargo, solamente el 30% afirma estar \u00ab<\/span><em style=\"line-height: 1.714285714; font-size: 1rem;\">muy comprometida<\/em><span style=\"line-height: 1.714285714; font-size: 1rem;\">\u00bb en llevara a cabo estrategias de marketing relacional.<\/span><\/p>\n<figure style=\"width: 494px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/10\/acquisition_retention.png\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"\" title=\"adquisici\u00f3n vs retenci\u00f3n\" alt=\"\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/10\/acquisition_retention.png\" width=\"494\" height=\"334\" \/><\/a><figcaption class=\"wp-caption-text\">adquisicion_retencion<\/figcaption><\/figure>\n<p style=\"text-align: justify;\">&#8211; En cuanto a las barreras que se exponen como <strong>principal limitaci\u00f3n para llevar a cabo estrategias relacionales<\/strong>, destacan la escasez de recursos (22%) y la ausencia de una estrategia bien definida (19%). De hecho, el 64% de las empresas encuestadas afirma llevar a cabo acciones de marketing centradas en \u00abcampa\u00f1as\u00bb y no en \u00abrelaciones\u00bb.<\/p>\n<p style=\"text-align: justify;\">&#8211; M\u00e1s de la mitad (54%) de las compa\u00f1\u00edas dedican<strong> menos del 20% del tiempo a la estrategia y la planificaci\u00f3n,<\/strong> siendo precisamente estos aspectos los m\u00e1s valorados cuando se pregunta a los sobre qu\u00e9 puede generar mejores resultados.<\/p>\n<p style=\"text-align: justify;\">&#8211; Desde una perspectiva cross channel, que integra los canales on y off-line, los 10 canales m\u00e1s citados en cuanto a oportunidades de integraci\u00f3n son todos online, destacando sobre todo los<strong> medios sociales y el email marketing<\/strong><\/p>\n<p style=\"text-align: justify;\">&#8211; En cuanto a la importancia que a los distintos canales (on y off line) conceder\u00e1n las empresas encuestadas en el pr\u00f3ximo a\u00f1o, destaca el peso de los<strong> canales online, con la web, el email y los social media<\/strong> a la cabeza.<\/p>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/10\/canales.jpg\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone\" title=\"cross channel\" alt=\"cross-channel\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/10\/canales.jpg\" width=\"518\" height=\"388\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">_ Los dos canales off-line con una mayor propensi\u00f3n a ser integrados en estrategias cross channel son los<strong> medios impresos<\/strong> (57%) y el <strong>marketing directo en papel<\/strong> (53%).<\/p>\n<p style=\"text-align: justify;\">&#8211; A la pregunta sobre qu\u00e9 canales tienen un mejor encaje en las estrategias de captaci\u00f3n o retenci\u00f3n (fidelizaci\u00f3n), aparecen las acciones de <strong>PPC, display y SEO<\/strong> como las m\u00e1s adecuadas en el primer caso, y el <strong>Email Marketing y las mobile app<\/strong>s en retenci\u00f3n.<\/p>\n<figure style=\"width: 495px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/10\/canales_retencion.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"\" title=\"Email retenci\u00f3n\" alt=\"email fidelizaci\u00f3n\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/10\/canales_retencion.png\" width=\"495\" height=\"382\" \/><\/a><figcaption class=\"wp-caption-text\">Email_retenci\u00f3n<\/figcaption><\/figure>\n<p style=\"text-align: justify;\">&#8211; En cuanto a las causas que explican por qu\u00e9 las empresas tienen dificultades para llevar a cabo acciones de marketing relacional, las principales son la <strong>falta de recursos, la ausencia de estrategias definidas y las limitaciones tecnol\u00f3gicas.<\/strong><\/p>\n<p style=\"text-align: justify;\">Puedes acceder al <a title=\"cross channel report\" href=\"http:\/\/econsultancy.com\/es\/reports\/cross-channel-marketing-report\" target=\"_blank\" rel=\"noopener\">reporte completo aqu\u00ed\u00a0<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Nos hacemos eco en este post del segundo Cross Channel Marketing Report 2013, publicado recientemente por Econsultancy y el proveedor de soluciones Cross Channel Responsys. Basado en una encuesta llevada a cabo entre 900 compa\u00f1\u00edas (entre empresas y agencias) en EEUU, el trabajo recoge el peso que los distintos canales (on y off-line) tienen en [&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":[37,38],"tags":[62],"post_folder":[],"class_list":["post-2153","post","type-post","status-publish","format-standard","hentry","category-blog","category-cross-channel","tag-email-marketing-y-redes-sociales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Conclusiones del Cross Channel Marketing Report 2013 - 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\/conclusiones-del-cross-channel-marketing-report-2013\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conclusiones del Cross Channel Marketing Report 2013 - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Nos hacemos eco en este post del segundo Cross Channel Marketing Report 2013, publicado recientemente por Econsultancy y el proveedor de soluciones Cross Channel Responsys. Basado en una encuesta llevada a cabo entre 900 compa\u00f1\u00edas (entre empresas y agencias) en EEUU, el trabajo recoge el peso que los distintos canales (on y off-line) tienen en [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/conclusiones-del-cross-channel-marketing-report-2013\/\" \/>\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=\"2013-10-30T11:19:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/10\/acquisition_retention.png\" \/>\n\t<meta property=\"og:image:width\" content=\"617\" \/>\n\t<meta property=\"og:image:height\" content=\"417\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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\/conclusiones-del-cross-channel-marketing-report-2013\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/conclusiones-del-cross-channel-marketing-report-2013\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"Conclusiones del Cross Channel Marketing Report 2013\",\"datePublished\":\"2013-10-30T11:19:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/conclusiones-del-cross-channel-marketing-report-2013\/\"},\"wordCount\":450,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/conclusiones-del-cross-channel-marketing-report-2013\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/10\/acquisition_retention.png\",\"keywords\":[\"Email Marketing y Redes Sociales\"],\"articleSection\":[\"Blog\",\"Cross Channel\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/conclusiones-del-cross-channel-marketing-report-2013\/\",\"url\":\"https:\/\/www.digitalresponse.es\/conclusiones-del-cross-channel-marketing-report-2013\/\",\"name\":\"Conclusiones del Cross Channel Marketing Report 2013 - 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