{"id":470,"date":"2012-04-13T18:38:10","date_gmt":"2012-04-13T16:38:10","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=470"},"modified":"2012-04-13T18:38:10","modified_gmt":"2012-04-13T16:38:10","slug":"el-nuevo-email-retargeting","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/el-nuevo-email-retargeting\/","title":{"rendered":"The new email retargeting"},"content":{"rendered":"<p>El uso de t\u00e9cnicas de retargeting ha venido utiliz\u00e1ndose hasta el momento en publicidad contextual y de display: un usuario visita un producto en un e-commerce, y tras alojar una cookie en su navegador, la marca puede mostrar anuncios con ofertas de ese producto en otros sites en los que ese usuario est\u00e9 navegando.<br \/>\nActualmente disponemos de nuevas soluciones cross channel que facilitan la implementaci\u00f3n de estas t\u00e9cnicas de retargeting en el email marketing, ya no en un escenario de captaci\u00f3n si no de fidelizaci\u00f3n (relacional).<br \/>\nEl email retargeting permite marcar a un usuario de nuestra base de datos de modo que los anuncios de display se mostrar\u00e1n en funci\u00f3n a su comportamiento en cuanto a aperturas y clics.<br \/>\nPor ejemplo, supongamos que lanzamos una promoci\u00f3n v\u00eda email con tres ofertas distintas , A, B y C. El email retargeting nos permitir\u00e1 mostrar un banner con la oferta A a aquellos usuarios que pincharon en esa oferta en el email.<br \/>\nA diferencia del display contextual, el email retargeting permite conectar la aparici\u00f3n del anuncion con la informaci\u00f3n que tenemos del usuario en nuestra base de datos (comportamiento de aperturas y clics, frecuencias, informaci\u00f3n demogr\u00e1fica, transaccional, etc.).<br \/>\nUna de las compa\u00f1\u00edas pioneras en coordinar los distintos canales digitales es <a title=\"responsys\" href=\"http:\/\/www.responsys.com\" target=\"_blank\" rel=\"noopener\">Responsys<\/a>, que recientemente ha lanzado <a title=\"responsys retargeting\" href=\"http:\/\/www.responsys.com\/suite\/display.php\" target=\"_blank\" rel=\"noopener\">Relationship Retargeting<\/a> como parte de su plataforma cross channel.<br \/>\nLos professionals del email marketing y marketing cross channel tienen la posibilidad de mostrar anuncios de display de un modo muy selectivo sobre usuarios\u00a0 (clientes y prospectos) ya conocidos. Esto abre las puertas a una nueva manera de entender el marketing relacional digital, y augura una nueva etapa en el modo en que las marcas se relacionar\u00e1n con sus usuarios.<\/p>","protected":false},"excerpt":{"rendered":"<p>El uso de t\u00e9cnicas de retargeting ha venido utiliz\u00e1ndose hasta el momento en publicidad contextual y de display: un usuario visita un producto en un e-commerce, y tras alojar una cookie en su navegador, la marca puede mostrar anuncios con ofertas de ese producto en otros sites en los que ese usuario est\u00e9 navegando. Actualmente [&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":[],"post_folder":[],"class_list":["post-470","post","type-post","status-publish","format-standard","hentry","category-blog","category-cross-channel"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El nuevo email retargeting - 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\/el-nuevo-email-retargeting\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El nuevo email retargeting - Digital Response\" \/>\n<meta property=\"og:description\" content=\"El uso de t\u00e9cnicas de retargeting ha venido utiliz\u00e1ndose hasta el momento en publicidad contextual y de display: un usuario visita un producto en un e-commerce, y tras alojar una cookie en su navegador, la marca puede mostrar anuncios con ofertas de ese producto en otros sites en los que ese usuario est\u00e9 navegando. 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