{"id":3911,"date":"2015-03-11T08:52:59","date_gmt":"2015-03-11T07:52:59","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=3911"},"modified":"2015-03-11T08:52:59","modified_gmt":"2015-03-11T07:52:59","slug":"lo-mas-relevante-del-2015-marketing-tech-innovation-summit","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/lo-mas-relevante-del-2015-marketing-tech-innovation-summit\/","title":{"rendered":"Highlights of the 2015 Marketing &amp; Tech Innovation Summit"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">Se acaba de celebrar <\/span>The <i>Dir<img decoding=\"async\" class=\"alignleft wp-image-3913\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/02\/email_240215-300x122.jpeg\" alt=\"email_240215\" width=\"310\" height=\"126\" \/>ect Marketing News<\/i> 2015 Marketing &amp; Tech Innovation Summit en Nueva York y recogemos aqu\u00ed los tres aspectos m\u00e1s relevantes que hemos considerado de lo compartido por <a href=\"http:\/\/www.dmnews.com\/7-lessons-from-email-marketing-innovators\/article\/395678\/2520\/\" target=\"_blank\" rel=\"noopener\">los siete finalistas de la categor\u00eda Email Marketing en la revista Direct Marketing News<\/a><\/p>\n<p><!--more--><\/p>\n<p class=\"p1\">En primer lugar, nos ha llamado la atenci\u00f3n que Inter Continental Hotel Group\u00b4s pusiera el acento en el departamento al que han adjudicado el email marketing en su compa\u00f1\u00eda. En pr\u00e1cticamente todos nuestros clientes el email marketing es gestionado por el departamento de marketing digital o e-commerce. Sin embargo, <strong>IHG ha decidido incorporarlo al departamento de fidelizaci\u00f3n<\/strong>, en el que confluyen otros canales (marketing directo y call center). Desde Digital Response consideramos que cuanto m\u00e1s coordinados est\u00e9n los departamentos que gestionan el marketing directo e interactivo (web, redes sociales, e-commerce, call center, email marketing) mayor coherencia y efectividad puede obtenerse de la estrategia de comunicaci\u00f3n global.<\/p>\n<p class=\"p1\">Hemos encontrado muy sugerente el trabajo llevado a cabo por la empresa de servicios financieros Citi. Se llev\u00f3 a cabo <strong>un trabajo de procesamiento de palabras a trav\u00e9s de un algoritmo propiedad de un tercero<\/strong>, gener\u00e1ndose m\u00faltiples variaciones de un mismo mensaje. Tras una fase de filtrado se decidi\u00f3 testear 16 versiones distintas de asunto. Este trabajo culmin\u00f3 con un incremento de un 65% de \u00e9xito en una tipolog\u00eda concreta de mensajes, <strong>aquellos que evocaban emociones.<\/strong> Adem\u00e1s del trabajo llevado a cabo, vale la pena resaltar el valor de la emoci\u00f3n expresada como elemento que induce a la acci\u00f3n\/respuesta. Pod\u00e9is leer un art\u00edculo dedicado a este caso <a href=\"http:\/\/fortune.com\/2015\/02\/19\/citi-robo-marketers-clickbait\/\" target=\"_blank\" rel=\"noopener\">in this link<\/a>.<\/p>\n<p class=\"p1\">Otro aspecto que se destaca en el art\u00edculo a prop\u00f3sito del testeo de los asuntos es la importancia de <strong>dejarse guiar por los n\u00fameros (estad\u00edstica) y no por elementos subjetivos.<\/strong> De hecho, alguno de los asuntos que mejor funcionando fueron descartados en un primer momento por el equipo directivo por no ajustarse a lo que ellos consideraban un buen asunto.<\/p>\n<p class=\"p1\">Nos ha parecido interesante destacar tres aspectos muy distintos entre s\u00ed, alguno m\u00e1s sofisticado que otro, porque ejemplifican la diversidad de aspectos que podemos trabajar para lograr mejorar las campa\u00f1as.<\/p>","protected":false},"excerpt":{"rendered":"<p>The Direct Marketing News 2015 Marketing &amp; Tech Innovation Summit has just been held in New York and here are the three most relevant aspects that we have considered from what the seven finalists of the Email Marketing category shared in the Direct Marketing News magazine.<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,41],"tags":[],"post_folder":[],"class_list":["post-3911","post","type-post","status-publish","format-standard","hentry","category-blog","category-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lo m\u00e1s relevante del 2015 Marketing &#038; 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