{"id":18561,"date":"2021-03-04T14:08:34","date_gmt":"2021-03-04T13:08:34","guid":{"rendered":"https:\/\/trilogi.com\/blog\/que-es-el-marketing-automation-en-ecommerce-2\/"},"modified":"2021-03-04T14:08:34","modified_gmt":"2021-03-04T13:08:34","slug":"que-es-el-marketing-automation-en-ecommerce","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/que-es-el-marketing-automation-en-ecommerce\/","title":{"rendered":"Qu\u00e8 \u00e9s el Marketing Automation en eCommerce?"},"content":{"rendered":"<p>Consisteix a automatitzar les tasques de m\u00e0rqueting que es repeteixen m\u00e9s sovint dins l\u2019\u00e0mbit de l\u2019eCommerce. Totes les tasques parteixen d\u2019una estrat\u00e8gia seleccionada.<\/p>\n<p>L\u2019associaci\u00f3 m\u00e9s habitual del <strong>Marketing Automation<\/strong> era l\u2019automatitzaci\u00f3 d\u2019enviaments de correu electr\u00f2nic adre\u00e7ats a segments espec\u00edfics. Els enviaments es caracteritzaven per ser peri\u00f2dics i dirigits a segments de clients b\u00e0sics.<\/p>\n<p>Gr\u00e0cies al desenvolupament de les noves tecnologies, tenim un coneixement m\u00e9s gran del comportament dels consumidors a l\u2019eCommerce. D\u2019aquesta manera, coneixem l\u2019anomenat \u201c<strong>Customer Journey<\/strong>\u201d.<\/p>\n<p>Utilitzant la informaci\u00f3 recollida dels consumidors, hi veiem una oportunitat per satisfer les seves necessitats i desitjos en les diferents fases del \u201c<strong>Customer Journey<\/strong>\u201d. Per fer-ho, <strong>no utilitzarem nom\u00e9s el correu electr\u00f2nic, sin\u00f3 que farem servir m\u00e9s canals. <\/strong><\/p>\n<p>Sempre hem de tenir present que <strong>el nostre consumidor \u00e9s una persona, no un id. <\/strong><\/p>\n<p>El <strong>marketing automation<\/strong> utilitza la personalitzaci\u00f3 amb l\u2019objectiu de donar una resposta m\u00e9s efectiva al consumidor i incrementar-ne la intenci\u00f3 de compra.<\/p>\n<h2>La necessitat d\u2019una estrat\u00e8gia de Marketing Automation.<\/h2>\n<p>Implantar una estrat\u00e8gia de marketing automation a l\u2019eCommerce aporta molts avantatges.<\/p>\n<p>Les raons m\u00e9s destacades per dur a terme aquest tipus d\u2019estrat\u00e8gia s\u00f3n les seg\u00fcents:<\/p>\n<ul>\n<li>Con\u00e8ixer de manera m\u00e9s exhaustiva els nostres visitants a trav\u00e9s de les dades recollides a les plataformes de marketing automation.<\/li>\n<li>Incrementar la interacci\u00f3 eCommerce-client en temps real, incl\u00f2s el llan\u00e7ament personalitzat d\u2019accions.<\/li>\n<li>Dur a terme estrat\u00e8gies avan\u00e7ades de segmentaci\u00f3.<\/li>\n<li>Llan\u00e7ar accions espec\u00edfiques basades en la rendibilitat dels productes.<\/li>\n<li>Augmentar la personalitzaci\u00f3<strong> \u201cpost-clic\u201d <\/strong>i, aix\u00ed, incidir directament en l\u2019experi\u00e8ncia de navegaci\u00f3 segons la campanya de la qual provingui l\u2019usuari.<\/li>\n<\/ul>\n<h2><img decoding=\"async\" class=\"alignnone size-full wp-image-14798\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/2-6.jpg\" alt=\"\" width=\"1000\" height=\"562\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/2-6.jpg 1000w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/2-6-300x169.jpg 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/2-6-768x432.jpg 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/2-6-585x329.jpg 585w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/h2>\n<h2>Com implantar una estrat\u00e8gia de Marketing Automation?<\/h2>\n<p>En primer lloc, definirem una estrat\u00e8gia que inclogui totes les etapes per les quals passa el client a l\u2019eCommerce, comen\u00e7ant per la captaci\u00f3 i acabant per la fidelitzaci\u00f3.<\/p>\n<p>No captar vol dir no vendre, i <strong>el punt clau \u00e9s la fidelitzaci\u00f3<\/strong>. A banda, tenim altres pilars en la nostra estrat\u00e8gia, com ara la generaci\u00f3 de leads.<\/p>\n<blockquote><p><em>\u201cRetenir un client existent \u00e9s 5 vegades m\u00e9s econ\u00f2mic que aconseguir-ne un de nou.\u201d<\/em><\/p><\/blockquote>\n<p>Molts eCommerce coneixen aquesta frase te\u00f2rica, per\u00f2 a l\u2019hora de portar-la a la pr\u00e0ctica fallen perqu\u00e8 no donen import\u00e0ncia a la personalitzaci\u00f3.<br \/>\nLa personalitzaci\u00f3 \u00e9s un pilar que aporta efectivitat a l\u2019estrat\u00e8gia de marketing automation. <strong>Venem a persones, que volen sentir-se \u00faniques i valorades. <\/strong><\/p>\n<p>Despr\u00e9s de definir l\u2019estrat\u00e8gia, hem de localitzar la tecnologia que necessitem per executar el nostre pla. La selecci\u00f3 de les plataformes ha d\u2019estar relacionada amb les nostres necessitats i els nostres recursos intel\u00b7lectuals i econ\u00f2mics.<\/p>\n<p>Gr\u00e0cies a la tecnologia de marketing automation adequada, l\u2019eCommerce deixa de ser \u201creactiu\u201d i es converteix en \u201cproactiu\u201d. Aix\u00f2 vol dir que el nostre eCommerce oferir\u00e0 contingut personalitzat als visitants a partir de les seves prefer\u00e8ncies.<\/p>\n<p>L\u2019aposta per l\u2019automatitzaci\u00f3 i la personalitzaci\u00f3 ha de ser completa, \u00e9s a dir, al 100%. \u00c9s una aposta dura, per\u00f2 el retorn \u00e9s impressionant. \u00c9s una inversi\u00f3 excel\u00b7lent per al nostre negoci.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14801\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/3-5.jpg\" alt=\"\" width=\"1000\" height=\"562\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/3-5.jpg 1000w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/3-5-300x169.jpg 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/3-5-768x432.jpg 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/3-5-585x329.jpg 585w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<h2>eCommerce Marketing Automation: hiperpersonalitzaci\u00f3.<\/h2>\n<p>Personalitzar l\u2019experi\u00e8ncia de compra dels clients a partir de les seves expectatives i necessitats \u00e9s el factor clau de totes les estrat\u00e8gies de marketing automation.<\/p>\n<p>Personalitzar no \u00e9s nom\u00e9s dirigir-se al client pel seu nom. Implica moltes m\u00e9s accions.<\/p>\n<p>Consisteix a interactuar-hi, oferint-li el m\u00e0xim valor possible en totes les fases del \u201ccustomer journey\u201d. <strong>Aportar valor \u00e9s l\u2019aspecte m\u00e9s important perqu\u00e8 un client s\u2019interessi per nosaltres<\/strong><\/p>\n<p>A m\u00e9s, gr\u00e0cies al marketing automation personalitzat per a eCommerce ens acostarem a les \u201c4 R\u201d del m\u00e0rqueting: \u201c<em>The right message, at the right product, at the right place and right moment<\/em>\u201d i, aix\u00ed, augmentarem les vendes.<\/p>\n<h2>eCommerce Marketing Automation: segmenta i vencer\u00e0s.<\/h2>\n<p>En el marketing automation, la segmentaci\u00f3 i la personalitzaci\u00f3 van de la m\u00e0. Gr\u00e0cies a la segmentaci\u00f3 tindrem un coneixement m\u00e9s gran de les necessitats i els desitjos dels nostres usuaris. D\u2019aquesta manera, crearem campanyes efectives adre\u00e7ades als nostres usuaris potencials.<\/p>\n<p>Segmentant usuaris, podrem perfeccionar estrat\u00e8gies avan\u00e7ades de fidelitzaci\u00f3, unes estrat\u00e8gies que tenen com a objectiu aportar valor al client i mantenir la nostra relaci\u00f3 millorada i intacta.<\/p>\n<p>Per exemple, podrem identificar els clients que fan un volum de compres m\u00e9s gran i oferir-los ofertes basades en aquestes compres; aix\u00ed incrementarem la seva satisfacci\u00f3 i lleialtat al nostre eCommerce.<\/p>\n<p>Gr\u00e0cies al marketing automation millorem les fases de compra per les quals passa un client dins l\u2019eCommerce, des de la captaci\u00f3 fins a la fidelitzaci\u00f3. \u00c9s una eina essencial.<\/p>\n<p>En conclusi\u00f3, el marketing automation aporta avantatges competitius que es tradueixen en un increment del volum de vendes i uns clients m\u00e9s satisfets. Una de les eines que millor aplica el marketing automation \u00e9s Connectif. Continua llegint per saber qu\u00e8 \u00e9s <a href=\"https:\/\/connectif.ai\/\">Connectif<\/a>!<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14800\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/4-2.jpg\" alt=\"\" width=\"1000\" height=\"562\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/4-2.jpg 1000w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/4-2-300x169.jpg 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/4-2-768x432.jpg 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/4-2-585x329.jpg 585w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p><strong>Qu\u00e8 \u00e9s Connectif?<\/strong><\/p>\n<p>Connectif \u00e9s una plataforma de marketing automation i personalitzaci\u00f3 que ajuda a crear experi\u00e8ncies \u00faniques en l\u2019entorn eCommerce, amb una millora notable de les vendes i la fidelitzaci\u00f3.<\/p>\n<p>Les experi\u00e8ncies personalitzades s\u00f3n cada vegada m\u00e9s presents en el dia a dia dels consumidors. Comptar amb eines que processin les dades dels clients permet a les empreses oferir aquest tipus d\u2019experi\u00e8ncies.<\/p>\n<p>L\u2019optimitzaci\u00f3 del customer journey dels consumidors \u00e9s una de les propostes de Connectif. Mostrar el contingut adequat en el moment oport\u00fa, gr\u00e0cies a l\u2019an\u00e0lisi de la informaci\u00f3 recollida per l\u2019eina, \u00e9s un dels molts avantatges de Connectif.<\/p>\n<p><strong>Funcions de Connectif<\/strong><\/p>\n<ul>\n<li>Recollida de dades procedents de la interacci\u00f3 dels usuaris amb la p\u00e0gina web per analitzar-les posteriorment.<\/li>\n<li>Permet crear segments de clients basats en factors de comportament i en temps real.<\/li>\n<li>Creaci\u00f3 d\u2019estrat\u00e8gies i accions gr\u00e0cies als fluxos de treball o workflows que permet utilitzar l\u2019eina.<\/li>\n<li>Integraci\u00f3 senzilla amb diferents plataformes d\u2019eCommerce com PrestaShop, LogiCommerce, Magento, WooCommerce, Shopify i VTEX.<\/li>\n<li>Sincronitzaci\u00f3 d\u2019audi\u00e8ncies amb Facebook. Podrem sincronitzar els segments creats a la plataforma, basats en regles de negoci, amb audi\u00e8ncies personalitzades a Facebook Ads.<\/li>\n<li>Creaci\u00f3 de contingut web com pop-ups, inlines i slide-ins, totalment personalitzables, aix\u00ed com notificacions push i SMS.<\/li>\n<li>Ajuda a saber quines accions connecten millor amb els clients mitjan\u00e7ant tests A\/B\/X.<\/li>\n<li>An\u00e0lisi de resultats de les campanyes per prendre decisions en el desenvolupament de l\u2019activitat de l\u2019eCommerce.<\/li>\n<\/ul>\n<p>Connectar totes les accions que fa l\u2019empresa en una estrat\u00e8gia comuna ben implementada ens proporciona grans avantatges. Les eines de marketing automation faciliten el desenvolupament i la implementaci\u00f3 d\u2019aquestes accions.<\/p>\n<p>Segmentacions, creaci\u00f3 de contingut, fluxos de treball, m\u00e8triques per analitzar resultats: tot aix\u00f2 est\u00e0 disponible gr\u00e0cies a Connectif. Optimitzar-ne l\u2019\u00fas ens dona la possibilitat de satisfer millor els clients, fidelitzar-los i incrementar les vendes. <a href=\"https:\/\/trilogi.com\/crear-tienda-web-contacto\/\">Contacta amb Trilogi<\/a> i t\u2019ajudem a impulsar el teu negoci!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consisteix a automatitzar les tasques de m\u00e0rqueting que es repeteixen m\u00e9s sovint dins l\u2019\u00e0mbit de l\u2019eCommerce. Totes les tasques parteixen d\u2019una estrat\u00e8gia seleccionada. L\u2019associaci\u00f3 m\u00e9s habitual del Marketing Automation era l\u2019automatitzaci\u00f3 d\u2019enviaments de correu electr\u00f2nic adre\u00e7ats a segments espec\u00edfics. Els enviaments es caracteritzaven per ser peri\u00f2dics i dirigits a segments de clients b\u00e0sics. Gr\u00e0cies al [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14799,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu\u00e8 \u00e9s el Marketing Automation en eCommerce? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Quins avantatges t\u00e9 el Marketing Automation en eCommerce? 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