{"id":4298,"date":"2019-04-16T10:48:31","date_gmt":"2019-04-16T08:48:31","guid":{"rendered":"https:\/\/thesmartcityjournal.cibeles.net\/sin-categorizar\/el-email-marketing-se-esta-imponiendo-a-las-redes-sociales\/"},"modified":"2019-04-16T10:55:39","modified_gmt":"2019-04-16T08:55:39","slug":"el-email-marketing-se-esta-imponiendo-a-las-redes-sociales","status":"publish","type":"post","link":"https:\/\/www.thesmartcityjournal.com\/es\/tecnologia\/el-email-marketing-se-esta-imponiendo-a-las-redes-sociales","title":{"rendered":"El email marketing se est\u00e1 imponiendo a las redes sociales"},"content":{"rendered":"<p>Las redes sociales tienen millones de usuarios. El target m\u00e1s joven pasa m\u00e1s tiempo consultando <strong>Instagram<\/strong> y <strong>Snapchat<\/strong> que viendo la televisi\u00f3n. En 2017, Facebook ya ten\u00eda m\u00e1s \u201chabitantes\u201d que Estados Unidos, China, Jap\u00f3n y M\u00e9xico juntos.<\/p>\n<p>A juzgar por todos estos argumentos parece que el director o directora de marketing que no apostase por tener <strong>presencia en social media<\/strong> ser\u00eda un inconsciente. A grandes rasgos lo es. Aunque m\u00e1s inconsciente a\u00fan ser\u00eda el que lo apostase todo a las redes sociales pasando por alto todo que cada vez m\u00e1s usuarios j\u00f3venes se van de la red de <strong>Mark Zuckerberg<\/strong>, que aqu\u00ed se generan mucho ruido y <em>fake news<\/em> o que sus vidas son ef\u00edmeras.&nbsp;\u00bfAlguien se acuerda de <strong>Google+<\/strong>? \u00bfCu\u00e1nto le queda a Instagram para desterrar definitivamente a Facebook?<\/p>\n<p>El <strong>email marketing<\/strong> no es la estrategia de comunicaci\u00f3n m\u00e1s novedosa que una marca puede usar para entrar en contacto con su audiencia. Probablemente tampoco la m\u00e1s masiva, pero <strong>s\u00ed una de las m\u00e1s eficaces<\/strong> a nivel de personalizaci\u00f3n, conversi\u00f3n y fidelizaci\u00f3n de la audiencia.&nbsp;<\/p>\n<p><strong>LA CLAVE EST\u00c1 EN LOS ALGORITMOS&nbsp;<\/strong><\/p>\n<p>Una alternativa al email en marketing digital puede ser trabajar el posicionamiento web. El posicionamiento en buscadores, optimizaci\u00f3n en motores de b\u00fasqueda o SEO, es imprescindible para una marca. Aparecer en la segunda p\u00e1gina de resultados de b\u00fasquedas de <a href=\"linkedin-competencia-google-for-jobs&amp;catid=31&amp;lang=es-ES\">Google<\/a>, o cualquier otro buscador, puede implicar el m\u00e1s estrepitoso de los fracasos, en tanto que un buen posicionamiento implica <strong>grandes beneficios<\/strong> a medio y largo plazo.<\/p>\n<p>Recibir tr\u00e1fico de forma constante a una web est\u00e1 directamente relacionado con alcanzar los <strong>objetivos de marketing<\/strong> que esa compa\u00f1\u00eda en concreto se haya marcado.<\/p>\n<p>No obstante, el SEO no lo es todo en este tema. De hecho, una estrategia perfectamente estudiada y trabajada, con la inversi\u00f3n de tiempo y dinero que implica, <strong>se lo juega todo a un algoritmo<\/strong>. Y si un d\u00eda Google decide cambiar su algoritmo y echar por tierra todos los criterios que una marca hab\u00eda trabajado escrupulosamente para aparecer en el primero, o al menos en el segundo, resultado de b\u00fasquedas, todo habr\u00e1 servido para nada.&nbsp;En el mejor de los casos, el cambio afectar\u00eda para bien. En el peor, para mal.<\/p>\n<p>Un cambio de algoritmo que Google puede marcar como \u201c<strong>minor update<\/strong>\u201d en ocasiones se traduce en decenas de miles de visitas a la web perdidas. Al fin y al cabo, Google define su algoritmo en base a los par\u00e1metros que son \u00fatiles para su <strong>modelo de negocio<\/strong>, no para el de una marca en concreto. Algo que pasa, inevitablemente, cuando no se tiene el control de la herramienta que se usa. Y este, por contra, <strong>no es el caso del email marketing<\/strong>. Como tampoco lo son las cookies que persiguen al usuario por su navegaci\u00f3n web despu\u00e9s de hacer una b\u00fasqueda concreta, muchas veces incluso de forma pr\u00e1cticamente accidental.<\/p>\n<p>&nbsp;Igual que pasa con el posicionamiento web, <strong>una marca tampoco tiene el control sobre las redes sociales<\/strong>. Adem\u00e1s, el tr\u00e1fico que se genera desde estas plataformas es demasiado vol\u00e1til. No hay m\u00e1s que recordar uno de los <strong>\u00faltimos cambios de algoritmo<\/strong> de <a href=\"facebook-pone-a-punto-su-drone-solar-para-proporcionar-acceso-al-internet-global&amp;catid=29&amp;lang=es-ES\">Facebook <\/a>para premiar las publicaciones de nuestros amigos por encima del contenido de p\u00e1ginas de medios de comunicaci\u00f3n y marcas. Algo que Facebook decidi\u00f3 pensando en <strong>su propio modelo de negocio<\/strong>, no en los millones de estrategias de marketing online pensadas y dise\u00f1adas para que las marcas que usan esta plataforma puedan conectar con su target.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las redes sociales tienen millones de usuarios. El target m\u00e1s joven pasa m\u00e1s tiempo consultando Instagram y Snapchat que viendo la televisi\u00f3n. En 2017, Facebook ya ten\u00eda m\u00e1s \u201chabitantes\u201d que Estados Unidos, China, Jap\u00f3n y M\u00e9xico juntos. A juzgar por todos estos argumentos parece que el director o directora de marketing que no apostase por\u2026<\/p>\n","protected":false},"author":7,"featured_media":4297,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_scj_primary_category_id":13,"_scj_featured":false,"_scj_featured_from":"","_scj_featured_until":"","_scj_featured_order":0,"_scj_visibility_class":"current","_scj_layout_family":"standard","_scj_article_style":"","_scj_display_overrides":[],"_scj_intro_image_id":4297,"_scj_intro_alt":"","_scj_intro_caption":"","_scj_intro_class":"","_scj_intro_float":"","_scj_full_image_id":4296,"_scj_full_alt":"","_scj_full_caption":"","_scj_full_class":"","_scj_full_float":"","_scj_media_type":"","_scj_media_provider":"","_scj_media_external_id":"","_scj_media_url":"","_scj_media_poster_id":0,"_scj_media_width":0,"_scj_media_height":0,"_scj_media_aspect_ratio":"","_scj_media_description":"","_scj_gallery_items":[],"_scj_related_post_ids":[],"_scj_additional_authors":[],"scj_layout_family":"standard","scj_media_provider":"","scj_media_url":"","scj_full_caption":"","footnotes":""},"categories":[13],"tags":[],"class_list":["post-4298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tecnologia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El email marketing se est\u00e1 imponiendo a las redes sociales - thesmartcityjournal.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thesmartcityjournal.com\/es\/tecnologia\/el-email-marketing-se-esta-imponiendo-a-las-redes-sociales\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El email marketing se est\u00e1 imponiendo a las redes sociales - thesmartcityjournal.com\" \/>\n<meta property=\"og:description\" content=\"Las redes sociales tienen millones de usuarios. El target m\u00e1s joven pasa m\u00e1s tiempo consultando Instagram y Snapchat que viendo la televisi\u00f3n. En 2017, Facebook ya ten\u00eda m\u00e1s \u201chabitantes\u201d que Estados Unidos, China, Jap\u00f3n y M\u00e9xico juntos. A juzgar por todos estos argumentos parece que el director o directora de marketing que no apostase por\u2026\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.thesmartcityjournal.com\/es\/tecnologia\/el-email-marketing-se-esta-imponiendo-a-las-redes-sociales\" \/>\n<meta property=\"og:site_name\" content=\"thesmartcityjournal.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/thesmartcityjournal\" \/>\n<meta property=\"article:published_time\" content=\"2019-04-16T08:48:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-04-16T08:55:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.thesmartcityjournal.com\/wp-content\/uploads\/2019\/04\/email_marketing_2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Miguel \u00c1ngel Santos\" 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