Marketing Analítico y sus beneficios para tus estrategias digitales.
Hoy en día conocer y entender el comportamiento de los consumidores es vital para que las marcas puedan tener más oportunidades de venta. Generar dicho conocimiento y aplicarlo en tu estrategia digital es posible gracias al Marketing Analítico.
Dentro de las nuevas tendencias del Marketing Digital la analítica tiene especial relevancia, ya que brinda la posibilidad de diseñar mejores campañas que satisfagan las necesidades de los consumidores en el momento oportuno.
Actualmente muchas marcas están haciendo del Marketing Analítico su mejor aliado estratégico para mejorar la experiencia de sus usuarios. Pero tú ¿Sabes realmente este concepto en qué consiste?
Lo primero que debes saber es que surgió como una necesidad para enfocar de forma efectiva cualquier estrategia o campaña de marca; pues si no sabes cuáles son los gustos, necesidades, expectativas, intereses, entre otras características de tus consumidores, nunca tendrás una verdadera conexión con ellos.
El Marketing Analítico es entonces, el análisis de datos que pueden traducirse en información de valor que te permita tomar acciones digitales mucho más acertadas; anticiparte a las necesidades de los consumidores para ofrecerles mejores productos y servicios; y distribuir los presupuestos de manera más inteligente.
Datos como la ubicación geográfica de los consumidores, su comportamiento digital, sus gustos, intereses y necesidades, te darán suficiente información para poder tomar decisiones que impacten positivamente los objetivos de tus marcas y que estas no pierdan oportunidades en el mercado; pues podrás crear el mensaje correcto para sus usuarios y ofrecerles lo que buscan, en el momento que lo desean.
Definir estrategias de Marketing Analítico se hace entonces necesario para influir en las decisiones de compra de los consumidores e incrementar las ventas de tus marcas. Además, disponer de datos en tiempo real no solo permitirá conocer y entender el comportamiento de los clientes, sino que también te permitirá definir y medir tus acciones, así podrás saber si van por buen camino y si tu estrategia digital está dando los resultados que esperabas.
Igualmente, con una estrategia de Marketing Analítico podrás interpretar cuáles son los contenidos que generan más engagement y con esta información podrás evaluar la usabilidad de tu página web o conocer cuál es la red social en la que debes poner mayor atención.
Entre las estrategias recomendadas para poder diseñar y ejecutar estrategias de Marketing Analítico eficaces y exitosas, hay 3 que algunos expertos en mercadeo digital recomiendan para recopilar la información de valor de tus clientes o consumidores:
1- Analítica Digital. A través de diferentes herramientas como Google Analytics, Facebook e Instagram Insights, se pueden conocer las interacciones o el volumen de los usuarios en una plataforma digital. Con el análisis digital de sitios web por ejemplo, se puede comprender los hábitos de navegación de una persona para así saber cómo captar su interés o cómo influir en su decisión de compra.
2- Escucha Digital. Esta es una herramienta muy efectiva para conocer los comentarios sobre tu marca en redes o en Internet en general; lo que permite identificar las oportunidades para atraer clientes potenciales, realizar mejoras en la experiencia del cliente, predecir las necesidades de los usuarios, prevenir oportunamente crisis reputacionales y conocer el consumidor.
3- Minería de datos. Ideal para obtener información de los usuarios y sus transacciones de manera directa, para determinar sus hábitos de consumo por categorías de producto, e inclusive, examinar su perfil sociodemográfico.
En conclusión, aplicar Marketing Analítico dentro de tus estrategias de contenido digital te ayudará a crear experiencias personalizadas a las necesidades e intereses de los consumidores, a partir del conocimiento que tienes de ellos; consiguiendo con esto captar, fidelizar y convertir.
En un mercado cada vez más competitivo, poder llegar a tu audiencia con un mensaje más acertado y oportuno a partir del análisis de sus datos, es innovación.
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Fuentes:
www.merca20.com/marketing-analitico-damos-3-claves-entenderlo
www.iebschool.com/blog/marketing-analitico-marketing-estrategico
blogsterapp.com/es/que-es-la-analitica-digital-y-porque-es-clave-en-marketing
www.pragma.com.co/academia/conceptos/guia-para-dummies-sobre-analitica-de-datos-en-tiempo-real
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