{"id":17912,"date":"2016-01-18T10:41:58","date_gmt":"2016-01-18T18:41:58","guid":{"rendered":"http:\/\/www.questionpro.com\/es\/?p=17912"},"modified":"2023-01-11T17:25:22","modified_gmt":"2023-01-11T17:25:22","slug":"mercadotecnia-movil","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/es\/mercadotecnia-movil\/","title":{"rendered":"La Mercadotecnia m\u00f3vil s\u00ed funciona, checa por qu\u00e9."},"content":{"rendered":"<p><b>\u00bf<\/b><b>Por qu<\/b><b>\u00e9 mercadotecnia&nbsp;<\/b><b>m<\/b><b>\u00f3<\/b><b>vil?<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">En 2014 se espera un <\/span><b>crecimiento de 75.1% en publicidad m<\/b><b>\u00f3<\/b><b>vil<\/b><span style=\"font-weight: 400;\">, lo que representa $31.45 miles de millones, y es casi un cuarto de lo que se gasta en publicidad digital a nivel global.<\/span><span style=\"font-weight: 400;\">&nbsp;<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La persona promedio ve su celular <\/span><b>150 veces al d<\/b><b>\u00ed<\/b><b>a.<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Hay <\/span><b>m<\/b><b>\u00e1<\/b><b>s tel<\/b><b>\u00e9<\/b><b>fonos celulares<\/b> <span style=\"font-weight: 400;\">en el planeta <\/span><b>que televisiones.<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Existen <\/span><b>m<\/b><b>\u00e1<\/b><b>s personas con celulares<\/b> <span style=\"font-weight: 400;\">que con cuentas de banco y tarjetas de cr<\/span><span style=\"font-weight: 400;\">\u00e9<\/span><span style=\"font-weight: 400;\">dito.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">El <\/span><b>50% de los usuarios<\/b> <span style=\"font-weight: 400;\">en M<\/span><span style=\"font-weight: 400;\">\u00e9<\/span><span style=\"font-weight: 400;\">xico entramos a internet por medio de tel<\/span><span style=\"font-weight: 400;\">\u00e9<\/span><span style=\"font-weight: 400;\">fonos inteligentes.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pasamos en promedio <\/span><b>5 h y 30 min en <\/b><b>l<\/b><b>\u00ed<\/b><b>nea.<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><b>La mitad<\/b> <span style=\"font-weight: 400;\">de los internautas han <\/span><b>comprado alg<\/b><b>\u00fa<\/b><b>n producto<\/b> <span style=\"font-weight: 400;\">o servicio despu<\/span><span style=\"font-weight: 400;\">\u00e9<\/span><span style=\"font-weight: 400;\">s de ver publicidad en internet.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">En M<\/span><span style=\"font-weight: 400;\">\u00e9<\/span><span style=\"font-weight: 400;\">xico, en 2013, las acciones de <a href=\"https:\/\/www.questionpro.com\/es\/marketing-digital.html\" target=\"_blank\" rel=\"noopener\">marketing&nbsp;digital<\/a>&nbsp;se enfocaron mayoritariamente en <\/span><b>campa<\/b><b>\u00f1<\/b><b>as de correo electr<\/b><b>\u00f3<\/b><b>nico 56%<\/b><b> y publicidad en buscadores 59%.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Dejando la publicidad en dispositivos m<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">viles en 18%, por lo que se presenta <\/span><b>una gran oportunidad <\/b><span style=\"font-weight: 400;\">para utilizarlos en mercadotecnia<\/span><b>.<\/b><\/p>\n<blockquote><p>Te invito a conocer tambi\u00e9n las caracter\u00edsticas del <a href=\"https:\/\/www.questionpro.com\/blog\/es\/marketing-cientifico\/\" target=\"_blank\" rel=\"noopener\">marketing cient\u00edfico<\/a>.<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2><b>Mercadotencia m\u00f3vil: Campa<\/b><b>\u00f1<\/b><b>as en dispositivos<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Los canales digitales a trav<\/span><span style=\"font-weight: 400;\">\u00e9<\/span><span style=\"font-weight: 400;\">s de los que nos comunicamos con los clientes son variados y cada uno tiene una estrategia particular que se debe <\/span><b>complementar con otros<\/b> <span style=\"font-weight: 400;\">para incrementar su efectividad.<\/span><\/p>\n<h2><b>Mercadotencia m\u00f3vil: Canales de comunicaci<\/b><b>\u00f3<\/b><b>n<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A continuaci<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n presento una descripci<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n de cada medio de comunicaci<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n en dispositivos m<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">viles:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Correo electr<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">nico: Se mantiene como el principal medio de contacto con los clientes. Por ser econ<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">mico y de alcance muy amplio. Retorno de inversi<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n elevado con respecto a otros canales adem<\/span><span style=\"font-weight: 400;\">\u00e1<\/span><span style=\"font-weight: 400;\">s de que puede dar seguimiento a sus resultados.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">El<\/span><b> 80%<\/b> <span style=\"font-weight: 400;\">de las personas leemos los correos en dispositivos m<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">viles<\/span><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La persona promedio tarda <\/span><span style=\"font-weight: 400;\">90 minutos <\/span><span style=\"font-weight: 400;\">en responder un correo electr<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">nico<\/span><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\">&nbsp;<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Es el medio de contacto preferido por todas las edades para mensajes promocionales con <\/span><b>77%<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">La publicidad en redes sociales se encuentra sobrevalorada, todas las compa<\/span><span style=\"font-weight: 400;\">\u00f1\u00ed<\/span><span style=\"font-weight: 400;\">as quieren estar en redes sociales, aunque la mayor<\/span><span style=\"font-weight: 400;\">\u00ed<\/span><span style=\"font-weight: 400;\">a se enfoca solamente en las <\/span><b>m<\/b><b>\u00e9<\/b><b>tricas de vanidad<\/b> <span style=\"font-weight: 400;\">(n<\/span><span style=\"font-weight: 400;\">\u00fa<\/span><span style=\"font-weight: 400;\">mero de seguidores, me gusta, re-publicaciones, visitas) y no en ventas reales inducidas por las redes sociales.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">El <\/span><b>71%<\/b> <span style=\"font-weight: 400;\">de las publicaciones en Twitter <\/span><span style=\"font-weight: 400;\">son ignoradas<\/span><span style=\"font-weight: 400;\">. Solamente <\/span><b>23%<\/b> <span style=\"font-weight: 400;\">genera una respuesta.<\/span><span style=\"font-weight: 400;\">&nbsp;<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">El <\/span><b>88%<\/b><span style=\"font-weight: 400;\"> de las publicaciones de Facebook <\/span><b>no se leen<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Con los cambios en el algoritmo de Facebook, las compa<\/span><span style=\"font-weight: 400;\">\u00f1\u00ed<\/span><span style=\"font-weight: 400;\">as est<\/span><span style=\"font-weight: 400;\">\u00e1<\/span><span style=\"font-weight: 400;\">n viendo <\/span><b>decrecer<\/b> <span style=\"font-weight: 400;\">sus interacciones.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Los c<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">digos Quick Response (QR) o de respuesta r<\/span><span style=\"font-weight: 400;\">\u00e1<\/span><span style=\"font-weight: 400;\">pida, nos sirven para integrar la experiencia de la tienda f<\/span><span style=\"font-weight: 400;\">\u00ed<\/span><span style=\"font-weight: 400;\">sica con la tienda en l<\/span><span style=\"font-weight: 400;\">\u00ed<\/span><span style=\"font-weight: 400;\">nea.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Su principal objetivo es invitar a los clientes a que conozcan y usen una aplicaci<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n m<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">vil, as<\/span><span style=\"font-weight: 400;\">\u00ed <\/span><span style=\"font-weight: 400;\">como ofrecerles cupones y ofertas. <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La respuesta es <\/span><b>inmediata<\/b> <span style=\"font-weight: 400;\">una vez que se lee el c<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">digo.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Se puede dar <\/span><b>seguimiento<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Crear y colocar un c<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">digo QR es <\/span><b>gratis<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Aunque parece una tecnolog<\/span><span style=\"font-weight: 400;\">\u00ed<\/span><span style=\"font-weight: 400;\">a que est<\/span><span style=\"font-weight: 400;\">\u00e1 <\/span><span style=\"font-weight: 400;\">en v<\/span><span style=\"font-weight: 400;\">\u00ed<\/span><span style=\"font-weight: 400;\">as de desaparecer, hay <\/span><b>4,000 millones<\/b> <span style=\"font-weight: 400;\">de celulares en el mundo que pueden recibir mensajes de texto.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">El <\/span><b>98%<\/b> <span style=\"font-weight: 400;\">de los mensajes de texto se leen.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Los mensajes de texto se leen en promedio a los <\/span><b>5 segs<\/b> <span style=\"font-weight: 400;\">de ser recibidos.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">El tiempo promedio de respuesta es de <\/span><b>90 segs<\/b> <span style=\"font-weight: 400;\">para un SMS.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Las notificaciones instant<\/span><span style=\"font-weight: 400;\">\u00e1<\/span><span style=\"font-weight: 400;\">neas permiten que una aplicaci<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n mande un aviso al usuario sin necesidad de que <\/span><span style=\"font-weight: 400;\">\u00e9<\/span><span style=\"font-weight: 400;\">ste abra la aplicaci<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n. Hay m<\/span><span style=\"font-weight: 400;\">\u00e1<\/span><span style=\"font-weight: 400;\">s de <\/span><b>2.6 millones<\/b> <span style=\"font-weight: 400;\">de aplicaciones entre IPhone, Android, Blackberry y Windows y m<\/span><span style=\"font-weight: 400;\">\u00e1<\/span><span style=\"font-weight: 400;\">s de la mitad de los usuarios activan las notificaciones en sus Apps.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Con notificaciones en la aplicaci<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n se tiene una retenci<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n <\/span><b>3 veces mayor<\/b> <span style=\"font-weight: 400;\">y la aplicaci<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n se abre en un <\/span><b>80%<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Para que una campa<\/span><span style=\"font-weight: 400;\">\u00f1<\/span><span style=\"font-weight: 400;\">a sea efectiva, tiene que ser:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Relevante, que sobresalga entre la enorme cantidad de informaci<\/span><span style=\"font-weight: 400;\">\u00f3<\/span><span style=\"font-weight: 400;\">n que reciben los clientes.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Que maximice los recursos disponibles, que haga m<\/span><span style=\"font-weight: 400;\">\u00e1<\/span><span style=\"font-weight: 400;\">s con menos. <\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Que consiga su objetivo (usualmente, aumentar ventas).<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Que se puedan medir sus resultados.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">La revoluci\u00f3n m\u00f3vil ya est\u00e1 aqu\u00ed:&nbsp;<span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Migrando a pantallas peque\\u00f1as, sepa cu\\u00e1ndo utilizar una encuesta m\\u00f3vil.&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:1053058,&quot;4&quot;:[null,2,16777215],&quot;10&quot;:2,&quot;11&quot;:4,&quot;15&quot;:&quot;Arial&quot;,&quot;23&quot;:1}\" data-sheets-formula=\"=HYPERLINK(&quot;https:\/\/www.questionpro.com\/blog\/es\/cambiando-a-la-modalidad-movil\/&quot;,&quot;Migrando a pantallas peque\u00f1as, sepa cu\u00e1ndo utilizar una encuesta m\u00f3vil.&quot;)\"><a class=\"in-cell-link\" href=\"https:\/\/www.questionpro.com\/blog\/es\/cambiando-a-la-modalidad-movil\/\" target=\"_blank\" rel=\"noopener\">Migrando a pantallas peque\u00f1as, sepa cu\u00e1ndo utilizar una encuesta m\u00f3vil.<\/a><\/span><\/span><\/p>\n<div><a href=\"https:\/\/info.questionpro.com\/colaborador-questionpro\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" style=\"float: left;\" src=\"https:\/\/www.questionpro.com\/qp_userimages\/sub-3\/3175908\/download_1531148106167.png\" width=\"60\" height=\"60\"><\/a><\/div>\n<div>\n<h2 style=\"color: #1b3380; display: inline;\">\u00a1COLABORA CON NOSOTROS!<\/h2>\n<p>En QuestionPro necesitamos tu talento, si quieres colaborar en nuestro blog da <a style=\"color: #22b6ff;\" href=\"https:\/\/info.questionpro.com\/colaborador-questionpro\" target=\"_blank\" rel=\"noopener\">click aqu\u00ed<\/a><\/p>\n<hr>\n<p><span style=\"font-weight: 400;\">Sobre el autor:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gabriel Jim\u00e9nez.<\/span><br \/>\n<span style=\"font-weight: 400;\">Ingeniero de Mercadotecnia | Especialista en Precios para Minoristas | Blogger | Ponente<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Experiencia en Anal\u00edtica<\/span><br \/>\n<span style=\"font-weight: 400;\">Soy un ingeniero en sistemas que ayuda a las empresas a cerrar las brechas existentes&nbsp;entre las soluciones tecnol\u00f3gicas y la estrategia de mercadotecnia.&nbsp;Conferencista, escritor de art\u00edculos y blogs con una visi\u00f3n de negocios.&nbsp;\u00c1vido lector, gusta de aprender idiomas; siempre en busca de nuevos retos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Suscr\u00edbete a mi vblog en youtube:&nbsp;<\/span><a href=\"https:\/\/www.youtube.com\/channel\/UCD3k7vsQ1NrHX2KwMxwCmuw\" target=\"_blank\" rel=\"noopener\"><span id=\"channel-title\" class=\"style-scope ytd-c4-tabbed-header-renderer\">Gabriel Jim\u00e9nez&nbsp;<\/span><\/a><span style=\"font-weight: 400;\">y en Vimeo: Gabrielmkt<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfPor qu\u00e9 mercadotecnia&nbsp;m\u00f3vil? En 2014 se espera un crecimiento de 75.1% en publicidad m\u00f3vil, lo que representa $31.45 miles de [&hellip;]<\/p>\n","protected":false},"author":73,"featured_media":767131,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[300],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La Mercadotecnia m\u00f3vil s\u00ed funciona, checa por qu\u00e9<\/title>\n<meta name=\"description\" content=\"Aprende qu\u00e9 es Mercadotecnia m\u00f3vil y c\u00f3mo est\u00e1 cambiando el panorama de los negocios, aqu\u00ed encontraras datos que te servir\u00e1n en tu campa\u00f1a.\" \/>\n<meta name=\"robots\" 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