Curso básico digital - Sesión 2
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CURSO BÁSICO DIGITAL SESIÓN 2
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OBJETIVOSVS.CAMPAÑAS¿CÓMO LE CONSTRUYE
DIGITAL A UNA MARCA?
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LOS OBJETIVOS QUE NORMALMENTE PIDE UN CLIENTEAWARENESSCONSIDERATIONTRIAL ENGAGEMENT
TRÁFICO VENTA
LEALTAD
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KPI´S = MÉTRICAS
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...y tengamos en cuenta que
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AWARENESS
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Awareness de las soluciones en video ads de Google
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1)IMPACTOS / VIEWS
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Awareness sobre una marca o producto del que nadie habla.
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1) Menciones2) RT
3) Shares
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Awareness de una promoción con presupuesto limitado.
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1) Impresiones2) Clicks
3) Participantes
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y otros ejemplos
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ENGAGEMENT
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Crear un vínculo
emocional con el target, a
través de contenido relevante
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1) VIEWS2) RATIO
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de visualización
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1) Generar bases de datos de los consumidores
2) Obtener información acerca del conocimiento y percepción que tienen sobre nuestros productos
3) Mantener constantemente expuestos a los consumidores a información sobre nuestros productos.
4) Lograr engagement con la marca y sus variedades.
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1) Descargas / suscripciones2) Usuarios recurrentes3) Tiempo de permanencia
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Crear un vínculo emocional con el target, a través de contenido relevante
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1) Descargas 2) Tiempo de permanencia3) Tasa de retorno
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Incrementar la tasa de apertura de e-mailing
Incrementar la atención que los usuarios prestan a los contenidos digitales difundidos
por la marca.
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1) Aperturas 2) Clicks / Visitas3) Venta
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TRÁFICO
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Generar visitas y exposición a una promoción con un presupuesto limitado.
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1) Impresiones2) Visitas3) CTR
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CONSIDERATION
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1) Dar las herramientas al consumidor potencial para que considere a Toyota
Corolla como opción al momento de comprar un carro.
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1) Entradas / participaciones2) Tiempo de interacción3) Conversaciones con asesores4) Pruebas de manejo
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TRIAL
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1) Promover la prueba de desayunos Mc Donald´s a través del canal digital.
2) Incrementar comunidad en Facebok.
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1) Registros2) Likes
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LEALTAD
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1) Reducir switchers2) Mantener a las compradoras de la mano
de la marca aún cuando cambien sus necesidades de producto
3) Difundir orgánicamente la campaña
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1) Participantes2) Visitas recurrentes3) Visitas por usuario4) Registros (códigos)5) Sharing6) Venta
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1) Incrementar la tasa de retorno de los consumidores
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1) Participantes2) Visitas recurrentes3) Visitas por usuario4) Registros 5) Sharing6) Venta
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VENTA
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Incremento de ventas
durante el mediodía
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1) VENTA2) ROI
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Generar mensajes
enfocados a un público específico
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1) Clicks2) Venta
3) ROI
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VIRALIZACIÓN
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Incluir en la conversación digital a un producto o marca del que nadie está hablando
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1)Menciones2)Sentimiento de la conversación
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1)Difusión orgánica de los
contenidos2)Desplazamiento
de producto
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1) Registros2)Participantes3) Ventas4) ROI
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GRACIAS
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