{"id":4524,"date":"2015-09-14T08:50:17","date_gmt":"2015-09-14T06:50:17","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=4524"},"modified":"2015-09-14T08:50:17","modified_gmt":"2015-09-14T06:50:17","slug":"el-futuro-del-email-marketing-no-vendra-de-los-email-marketers","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/el-futuro-del-email-marketing-no-vendra-de-los-email-marketers\/","title":{"rendered":"El futuro del Email Marketing no vendr\u00e1 de los Email Marketers"},"content":{"rendered":"<p class=\"p1\">Nos hacemos\u00a0eco de un post publicado en el blog de <a href=\"http:\/\/clickmail.com\/whitelist\/2015\/06\/10\/why-the-whats-next-in-email-wont-come-from-email\/\" target=\"_blank\" rel=\"noopener\">ClickMail<\/a> en el que se reflexiona acerca de la evoluci\u00f3n en el campo del Email Marketing desde el punto de vista de las innovaciones tecnol\u00f3gicas.<\/p>\n<p><!--more--><\/p>\n<p class=\"p1\">El art\u00edculo describe de un modo muy certero el escenario en el que se encuentra actualmente la industria del Email Marketing. En el panorama actual \u00abantiguos\u00bb players (los Email Service Providers) est\u00e1n siendo relevados en la carrera por la innovaci\u00f3n por empresas tecnol\u00f3gicas muy especializadas y que, en la mayor\u00eda de los casos, se basan en el an\u00e1lisis de grandes cantidades de datos.<\/p>\n<p class=\"p1\">Las diferencias entre los ESP son cada vez menores y se tiende a solventar las mismas problem\u00e1ticas de un modo similar. Este hecho contrasta con el surgimiento de soluciones\u00a0que, integradas con los distintos ESP, buscan mejorar la eficacia del email marketing en general y en su vertiente cross channel en particular (integrada y coordinada con otros canales). <strong>Se trata de peque\u00f1as empresas (no gigantes como los ESP que todos conocemos) desarrolladoras de tecnolog\u00eda para el marketing que aporta mucho valor al email.<\/strong> Ve\u00e1moslo con algunos ejemplos.<\/p>\n<p class=\"p1\"><a href=\"http:\/\/www.getsmartcontent.com\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-4528\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/07\/GSC-logo.png\" alt=\"GSC-logo\" width=\"221\" height=\"29\" \/><\/a><\/p>\n<p class=\"p1\">Se trata de una soluci\u00f3n de personalizaci\u00f3n de contenidos.\u00a0Utilizando los datos de comportamiento y demogr\u00e1ficos, la plataforma crea experiencias personalizadas a lo largo del <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-es-el-customer-journey\/\" target=\"_blank\" rel=\"noopener\">customer journey<\/a><\/p>\n<p class=\"p1\"><a href=\"http:\/\/boomtrain.com\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-4530\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/07\/boomtrian.jpeg\" alt=\"boomtrian\" width=\"145\" height=\"23\" \/><\/a><\/p>\n<p class=\"p1\">Construido por <em>data scientists<\/em> de Amazon, Netflix, y LinkedIn, el motor de aprendizaje de Boomtrain analiza el comportamiento de los lectores y aplica lo que aprende en la ejecuci\u00f3n de comunicaciones muy relevantes.<\/p>\n<p class=\"p1\"><a href=\"http:\/\/liveintent.com\/platform\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-4532\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/07\/liveintent.png\" alt=\"liveintent\" width=\"151\" height=\"35\" \/><\/a><\/p>\n<p class=\"p1\">Es una plataforma que permite enviar anuncios personalizados en los emails. Los anuncios responden a los intereses y comportamiento del usuario.<\/p>\n<p class=\"p1\"><a href=\"http:\/\/audiencepoint.com\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4533\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/07\/audience_point.png\" alt=\"audience_point\" width=\"164\" height=\"24\" \/><\/a><\/p>\n<p class=\"p1\">A trav\u00e9s de un algoritmos son capaces de determinar cu\u00e1l es el momento en el que un usuario tendr\u00e1 la mayor propensi\u00f3n a interactuar con el email. Se basa en el an\u00e1lisisde cu\u00e1ndo cada usuario est\u00e1 online y se conecta con su correo electr\u00f3nico.<\/p>\n<p class=\"p1\"><a href=\"http:\/\/www.cloud-iq.com\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4534\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/07\/cloud_iq.png\" alt=\"cloud_iq\" width=\"147\" height=\"26\" \/><\/a><\/p>\n<p class=\"p1\">Es una soluci\u00f3n de remarketing que identifica los carritos abandonados de la compra y env\u00eda emails de recuperaci\u00f3n y personalizados a partir del an\u00e1lisis de los contenidos m\u00e1s visitados por cada usuario en el site.<\/p>\n<p class=\"p1\">Lo interesante para los profesionales del marketing es que estas innovaciones tecnol\u00f3gicas pueden utilizarse en combinaci\u00f3n con distintas plataformas; \u00a0y los ESP, conscientes de la ventaja que aportan, est\u00e1n abriendo sus plataformas para que puedan a\u00f1adirse estas funcionalidades con la mayor simplicidad posible. Un ejemplo lo encontramos en <a href=\"https:\/\/hubexchange.exacttarget.com\/category\/email\" target=\"_blank\" rel=\"noopener\">HubExchange de Salesforce Marketing Cloud<\/a>, donde distintos proveedores tecnol\u00f3gicos ofrecen la posibilidad de integrar las apps de sus soluciones con ExactTarget.<\/p>\n<p class=\"p1\">","protected":false},"excerpt":{"rendered":"<p>Nos hacemos\u00a0eco de un post publicado en el blog de ClickMail en el que se reflexiona acerca de la evoluci\u00f3n en el campo del Email Marketing desde el punto de vista de las innovaciones tecnol\u00f3gicas.<\/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":[37,91],"tags":[],"post_folder":[],"class_list":["post-4524","post","type-post","status-publish","format-standard","hentry","category-blog","category-herramientas-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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