{"id":18930,"date":"2014-11-04T00:00:00","date_gmt":"2014-11-03T23:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/3-claus-per-fer-una-campanya-publicitaria-dexit\/"},"modified":"2014-11-04T00:00:00","modified_gmt":"2014-11-03T23:00:00","slug":"3-claus-per-fer-una-campanya-publicitaria-dexit","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/3-claus-per-fer-una-campanya-publicitaria-dexit\/","title":{"rendered":"3 claus per fer una campanya publicit\u00e0ria d\u2019\u00e8xit"},"content":{"rendered":"

Corre molt per\u00f2… corre com un pollastre sense cap! Heu sentit mai aquesta expressi\u00f3? M\u00e9s d\u2019una vegada em ve aquesta imatge al cap quan veig o m\u2019expliquen certes accions de m\u00e0rqueting d\u2019alguns negocis online.<\/p>\n

En el m\u00e0rqueting online, el primer que cal fer abans d\u2019iniciar una activitat \u00e9s plantejar-nos qu\u00e8 volem aconseguir realment. Aix\u00ed, quan ens plantegem una campanya de publicitat, el primer que haur\u00edem de fer \u00e9s respondre la pregunta:<\/p>\n

Qu\u00e8 vull aconseguir amb els meus anuncis?<\/h2>\n

Aqu\u00ed els pollastres sense cap em respondreu r\u00e0pidament amb un rotund: Vendre m\u00e9s! Per\u00f2 els qui considereu i identifiqueu les campanyes de publicitat com una eina m\u00e9s per assolir els objectius fixats al vostre pla d\u2019empresa o al vostre pla de m\u00e0rqueting digital respondreu la pregunta amb una d\u2019aquestes 4 respostes, segons els vostres objectius i l\u2019estrat\u00e8gia per aconseguir-los:<\/p>\n

1.- Vull que els meus anuncis es vegin molt pagant el m\u00ednim possible<\/strong>. En aquest cas, el que pretendrem \u00e9s donar a con\u00e8ixer o refor\u00e7ar la nostra marca, producte o servei. El nostre objectiu amb la campanya ser\u00e0 aconseguir un nombre suficient d\u2019impactes perqu\u00e8 els consumidors ens recordin i ens tinguin presents a l\u2019hora de prendre una decisi\u00f3 de consum. La nostra estrat\u00e8gia ser\u00e0 clarament de branding.<\/p>\n

2.- Vull que els meus anuncis generin visites al web de la campanya.<\/strong> En aquest cas, el missatge o objectiu de la campanya ser\u00e0 donar a con\u00e8ixer el nostre missatge o els valors que volem comunicar. Buscarem implicar els usuaris amb la nostra marca, producte o servei, de manera que l\u2019estrat\u00e8gia se centrar\u00e0 a aconseguir tr\u00e0nsit al web.<\/p>\n

3.- Vull que els meus anuncis generin prou inter\u00e8s per completar una venda online, omplir un formulari<\/a> o subscriure\u2019s a la newsletter.<\/strong> El nostre objectiu ser\u00e0 captar clients potencials (que volem fidelitzar) i l\u2019estrat\u00e8gia s\u2019encaminar\u00e0 a assolir aquest objectiu. Esperem rendibilitzar la inversi\u00f3 amb resultats immediats. Tanmateix, entenem que aix\u00f2 pot passar a mitj\u00e0 o llarg termini.<\/p>\n

4.- Vull que els meus anuncis generin vendes amb un retorn immediat de la inversi\u00f3.<\/strong> Ja sigui perqu\u00e8 tenim molt poques possibilitats de fidelitzar el client (segons les caracter\u00edstiques del nostre producte o servei) o perqu\u00e8 els nostres objectius financers se centren exclusivament en el curt termini, utilitzarem una estrat\u00e8gia orientada a la rendibilitat immediata de la inversi\u00f3 feta.<\/p>\n

Totes les empreses busquen rendibilitat en les seves accions de comunicaci\u00f3. Tanmateix, el termini en qu\u00e8 s\u2019espera obtenir el retorn de la inversi\u00f3 \u00e9s diferent.<\/strong><\/p>\n

No hi ha una estrat\u00e8gia millor que una altra en termes absoluts. Triar-ne una o una altra dependr\u00e0 de diversos aspectes, com ara el tipus d\u2019activitat a qu\u00e8 ens dediquem, la posici\u00f3 dins la cadena de distribuci\u00f3, la mida de l\u2019empresa, el cicle de vida del producte o servei i la nostra disponibilitat pressupost\u00e0ria. Triar l\u2019estrat\u00e8gia adequada ser\u00e0 la primera clau per fer una campanya publicit\u00e0ria d\u2019\u00e8xit.<\/strong><\/p>\n

Un altre aspecte important per fer una bona campanya \u00e9s decidir el grau de cobertura i afinitat que necessitem aconseguir. Entenem per cobertura el percentatge de consumidors objectiu als quals volem arribar i, per afinitat, el nivell d\u2019inter\u00e8s que tenen els usuaris en els nostres productes o serveis.<\/p>\n

En aquest cas, si us pregunto quin nivell de cobertura-afinitat creieu oport\u00fa per a la vostra campanya de publicitat, els impulsius em respondreu que voleu molta cobertura amb un alt grau d\u2019afinitat. Tot i que aquest escenari seria l\u2019ideal per a qualsevol campanya, hem de tenir en compte que, d\u2019alguna manera, tots dos termes s\u00f3n oposats. Com m\u00e9s gent intentem abastar, m\u00e9s dif\u00edcil ser\u00e0 que tingui un alt grau d\u2019inter\u00e8s en els nostres productes i\/o serveis.<\/p>\n

Aix\u00ed doncs, la segona clau per fer una bona campanya de publicitat ser\u00e0 definir el nivell de cobertura i afinitat<\/strong> necessaris per assolir els nostres objectius. Una tasca f\u00e0cil si tenim clara l\u2019estrat\u00e8gia, ja que aquesta condicionar\u00e0 el nivell de cobertura-afinitat requerit:<\/p>\n

\u2022 Per a una estrat\u00e8gia de branding \u00e9s adequat buscar un nivell de cobertura ampli<\/p>\n

\u2022 Per a una estrat\u00e8gia de visites necessitarem un nivell d\u2019afinitat m\u00e9s alt<\/p>\n

\u2022 Per a una estrat\u00e8gia de captaci\u00f3 de clients caldr\u00e0 un nivell d\u2019afinitat molt superior<\/p>\n

\u2022 Si utilitzem una estrat\u00e8gia de rendibilitat immediata, ser\u00e0 imprescindible un nivell d\u2019afinitat alt\u00edssim per evitar pagar per impressions o visites que realment no tinguin inter\u00e8s a fer una despesa immediata.<\/p>\n

\"campanyes<\/p>\n

Finalment, si volem dur a terme una campanya publicit\u00e0ria d\u2019\u00e8xit, la tercera clau de l\u2019\u00e8xit ser\u00e0 definir el nivell de segmentaci\u00f3<\/strong> adequat del nostre p\u00fablic objectiu.<\/p>\n

Els criteris de segmentaci\u00f3 poden ser molt diversos, per\u00f2 en general podem dir que com m\u00e9s necessitat d\u2019afinitat tinguem, m\u00e9s precisa haur\u00e0 de ser la cobertura i, per tant, m\u00e9s haurem de segmentar. Alguns dels criteris de segmentaci\u00f3 m\u00e9s habituals s\u00f3n:<\/p>\n

\u2022 Sexe<\/p>\n

\u2022 Edat<\/p>\n

\u2022 Poblaci\u00f3 o tipus d\u2019h\u00e0bitat<\/p>\n

\u2022 Nivell educatiu o sociocultural<\/p>\n

\u2022 Aficions<\/p>\n

\u2022 H\u00e0bits de vida i de consum<\/p>\n

L\u00f2gicament, quan el nostre objectiu \u00e9s aconseguir cobertura, podem definir p\u00fablics objectius amplis i, per tant, utilitzar criteris de segmentaci\u00f3 baixa. Per analogia, en campanyes de branding (alta cobertura) no caldr\u00e0 definir p\u00fablics objectius amb un grau de segmentaci\u00f3 molt alt. En canvi, per a estrat\u00e8gies de retorn immediat de la inversi\u00f3, caldr\u00e0 definir segmentacions molt altes perqu\u00e8 els receptors de la campanya tinguin una probabilitat alt\u00edssima d\u2019estar interessats en el nostre producte o servei.<\/p>\n

Tant si esteu planificant una campanya publicit\u00e0ria per a aquest Nadal<\/a> com si utilitzeu serveis com Google Adwords<\/a> o Facebook Ads, tingueu present, en la vostra estrat\u00e8gia de m\u00e0rqueting digital, que si voleu tenir \u00e8xit haureu de: triar l\u2019estrat\u00e8gia adequada en funci\u00f3 dels vostres objectius, determinar el nivell de cobertura i afinitat necessaris i triar el nivell de segmentaci\u00f3 adequat.<\/p>\n

\u00ab Quan un no sap qu\u00e8 vol, \u00e9s dif\u00edcil que obtingui resultats. De vegades, la casualitat ens pot donar una grata sorpresa en forma d\u2019\u00e8xit. Tanmateix, no tenir uns objectius en qu\u00e8 fonamentar una estrat\u00e8gia sol portar a malbaratar recursos \u00bb<\/em><\/h4>\n","protected":false},"excerpt":{"rendered":"

Corre molt per\u00f2… corre com un pollastre sense cap! Heu sentit mai aquesta expressi\u00f3? M\u00e9s d\u2019una vegada em ve aquesta imatge al cap quan veig o m\u2019expliquen certes accions de m\u00e0rqueting d\u2019alguns negocis online. En el m\u00e0rqueting online, el primer que cal fer abans d\u2019iniciar una activitat \u00e9s plantejar-nos qu\u00e8 volem aconseguir realment. Aix\u00ed, quan […]<\/p>\n","protected":false},"author":2,"featured_media":12576,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[1123,1125,1121],"class_list":["post-18930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing","tag-fer-una-campanya-de-publicitat-dexit","tag-fer-una-campanya-publicitaria-dexit","tag-publicitat-online"],"yoast_head":"\n3 claus per fer una campanya publicit\u00e0ria d\u2019\u00e8xit | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Corre molt per\u00f2... corre com un pollastre sense cap! Heu sentit mai aquesta expressi\u00f3? 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