{"id":3903,"date":"2017-11-21T13:37:09","date_gmt":"2017-11-21T12:37:09","guid":{"rendered":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/?p=3903"},"modified":"2019-11-19T17:55:23","modified_gmt":"2019-11-19T16:55:23","slug":"segmentacion","status":"publish","type":"post","link":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/segmentacion","title":{"rendered":"Segmentaci\u00f3n o targeting: clave del \u00e9xito para la publicidad online"},"content":{"rendered":"<p style=\"text-align: justify;\">La mayor ventaja de la publicidad online tiene un nombre, y se llama <strong>segmentaci\u00f3n. <\/strong>Sin \u00e9sta, jam\u00e1s existir\u00e1 eficiencia publicitaria.<\/p>\n<p style=\"text-align: justify;\">Imagina que te encuentras navegando por Internet y ves un anuncio de un curso de marketing que te interesa. \u00bfQu\u00e9 ha pasado? Sencillamente, el anunciante ha hecho los deberes.<\/p>\n<p style=\"text-align: justify;\">\u00bfDe qu\u00e9 servir\u00e1 mostrar nuestros anuncios a personas que no est\u00e1n interesadas? De nada. Solamente conseguiremos ser intrusivos para \u00e9stas y perder dinero.<\/p>\n<p style=\"text-align: justify;\">Esto implica tener un conocimiento profundo de nuestro p\u00fablico objetivo y entender las diferentes formas de segmentaci\u00f3n. De esta forma, lograremos rentabilizar la <strong>inversi\u00f3n publicitaria<\/strong> y obtener un <strong>ROI positivo<\/strong>.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/segmentacion\/#Pero_%C2%BFque_beneficios_aporta_la_publicidad_segmentada\" title=\"Pero, \u00bfqu\u00e9 beneficios aporta la publicidad segmentada?\">Pero, \u00bfqu\u00e9 beneficios aporta la publicidad segmentada?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/segmentacion\/#Tipos_de_segmentacion\" title=\"Tipos de segmentaci\u00f3n\">Tipos de segmentaci\u00f3n<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/segmentacion\/#1_Segmentacion_contextual\" title=\"1. Segmentaci\u00f3n contextual\">1. Segmentaci\u00f3n contextual<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/segmentacion\/#2_Segmentar_por_ubicacion\" title=\"2. Segmentar por ubicaci\u00f3n\">2. Segmentar por ubicaci\u00f3n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/segmentacion\/#3_Segmentacion_demografica\" title=\"3. Segmentaci\u00f3n demogr\u00e1fica\">3. Segmentaci\u00f3n demogr\u00e1fica<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/segmentacion\/#4_Segmentacion_por_categorias_de_interes\" title=\"4. Segmentaci\u00f3n por categor\u00edas de inter\u00e9s\">4. Segmentaci\u00f3n por categor\u00edas de inter\u00e9s<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/segmentacion\/#5_Retargeting\" title=\"5. Retargeting\">5. Retargeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/segmentacion\/#6_Segmentacion_geografica\" title=\"6. Segmentaci\u00f3n geogr\u00e1fica\">6. Segmentaci\u00f3n geogr\u00e1fica<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/segmentacion\/#7_Segmentacion_por_fecha_y_hora\" title=\"7. Segmentaci\u00f3n por fecha y hora\">7. Segmentaci\u00f3n por fecha y hora<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"Pero_%C2%BFque_beneficios_aporta_la_publicidad_segmentada\"><\/span>Pero, \u00bfqu\u00e9 beneficios aporta la publicidad segmentada?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul style=\"text-align: justify;\">\n<li style=\"text-align: justify;\">Tendremos un conocimiento m\u00e1s exacto y ajustado al perfil de los usuarios a los que ir\u00e1 destinada la campa\u00f1a.<\/li>\n<li style=\"text-align: justify;\">Los anuncios se mostrar\u00e1n a qui\u00e9nes deseamos en el momento justo.<\/li>\n<li style=\"text-align: justify;\">Evitamos ser intrusivos y<strong> no molestar<\/strong> a los usuarios.<\/li>\n<li style=\"text-align: justify;\">El consumidor que recibe nuestra publicidad la considerar\u00e1 relevante, pues es coherente con sus intereses.<\/li>\n<li style=\"text-align: justify;\">A mayor segmentaci\u00f3n menor competencia.<\/li>\n<li style=\"text-align: justify;\">Podemos detectar <strong>oportunidades<\/strong> de mercado.<\/li>\n<li style=\"text-align: justify;\"><strong>Ahorro<\/strong> y optimizaci\u00f3n del presupuesto publicitario.<\/li>\n<li style=\"text-align: justify;\">Evidentemente, repercute en el aumento de las ventas y la mejora del ROI.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Tipos_de_segmentacion\"><\/span>Tipos de segmentaci\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">Como puedes imaginar existen diferentes <strong>tipos de segmentaci\u00f3n<\/strong>. \u00bfCu\u00e1ndo utilizar una u otra? Todo depender\u00e1 de a qui\u00e9n ir\u00e1 dirigida la campa\u00f1a. Entre las principales formas encontramos:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Segmentacion_contextual\"><\/span>1. Segmentaci\u00f3n contextual<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">Est\u00e1 directamente relacionada con las keywords o <strong>palabras clave<\/strong>. \u00c9stas deber\u00e1n coincidir lo m\u00e1ximo posible con los intereses de los usuarios.<\/p>\n<p style=\"text-align: justify;\">Aquellos sitios web cuyo contenido est\u00e9 directamente relacionado con dichos intereses, y adem\u00e1s utilicen estas palabras clave, ser\u00e1n id\u00f3neos para mostrar nuestros anuncios.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Segmentar_por_ubicacion\"><\/span>2. Segmentar por ubicaci\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">Conociendo las caracter\u00edsticas de cada segmento al que se dirigir\u00e1n nuestros anuncios, podremos gestionar y seleccionar de forma activa la <strong>ubicaci\u00f3n<\/strong> o sitios web que mejor encajen con \u00e9stas.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Segmentacion_demografica\"><\/span>3. Segmentaci\u00f3n demogr\u00e1fica<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">Se trata de seleccionar todos los <strong>rasgos demogr\u00e1ficos<\/strong> para elegir exactamente a qui\u00e9n se dirigir\u00e1 los anuncios, excluyendo al resto.<\/p>\n<p style=\"text-align: justify;\">Estas variables pueden ser: sexo, g\u00e9nero, intereses, situaci\u00f3n laboral, nivel de estudios, comportamiento m\u00f3vil, acontecimientos importantes\u2026<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Segmentacion_por_categorias_de_interes\"><\/span>4. Segmentaci\u00f3n por categor\u00edas de inter\u00e9s<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">B\u00e1sicamente se segmenta por <strong>categor\u00eda<\/strong>. Cuanto m\u00e1s amplia sea mayor ser\u00e1 la audiencia a la que se muestre la campa\u00f1a. Por el contrario, cuanto m\u00e1s espec\u00edfica tendremos m\u00e1s posibilidades de alcanzar peque\u00f1os nichos.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Retargeting\"><\/span>5. Retargeting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">El objetivo es segmentar los anuncios a aquellos usuarios que ya han realizado una compra o que hayan mostrado intenci\u00f3n de hacerlo pero no han completado todas las fases del <a href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/embudo-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\">embudo de conversi\u00f3n<\/a>.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Segmentacion_geografica\"><\/span>6. Segmentaci\u00f3n geogr\u00e1fica<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">Es tan sencilla como segmentar nuestros anuncios por pa\u00eds, regiones, ciudades, c\u00f3digo postal o, incluso, seleccionando un radio de distancia respecto a una localizaci\u00f3n.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"7_Segmentacion_por_fecha_y_hora\"><\/span>7. Segmentaci\u00f3n por fecha y hora<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">En este caso, el anunciante podr\u00e1 elegir los d\u00edas de la semana y las horas durante los que el anuncio estar\u00e1 activo.<\/p>\n<p style=\"text-align: justify;\">Indudablemente utilizar estas t\u00e9cnicas de segmentaci\u00f3n en la publicidad digital, ser\u00e1 la base para lograr <strong>campa\u00f1as altamente relevantes<\/strong>, y lo m\u00e1s importante, <a href=\"https:\/\/josefacchin.com\/roi-retorno-de-inversion\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>rentables<\/strong><\/a>. La publicidad online ofrece multitud de ventajas tanto para el consumidor, que recibir\u00e1 impactos relevantes, como para la empresa anunciante que lograr\u00e1 impactar de forma estrat\u00e9gica y efectiva.<\/p>\n<p style=\"text-align: justify;\"><em>Segmenta y acertar\u00e1s en tu estrategia publicitaria.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La segmentaci\u00f3n en publicidad digital es vital para lograr que la inversi\u00f3n sea rentable y que el ROI (Return On Investment) positivo<\/p>\n","protected":false},"author":90308,"featured_media":3915,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"class_list":["post-3903","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-y-publicidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tipos 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