{"id":166,"date":"2014-11-14T09:48:24","date_gmt":"2014-11-14T09:48:24","guid":{"rendered":"http:\/\/www.teconsite.com\/blog\/?p=166"},"modified":"2014-11-14T09:48:24","modified_gmt":"2014-11-14T09:48:24","slug":"marketing-programatico-que-es-y-para-que-sirve","status":"publish","type":"post","link":"https:\/\/www.teconsite.com\/blog\/marketing-programatico-que-es-y-para-que-sirve\/","title":{"rendered":"Marketing program\u00e1tico: \u00bfQu\u00e9 es y para qu\u00e9 sirve?"},"content":{"rendered":"<p>Dicen que el <strong>marketing program\u00e1tico<\/strong> es la tendencia de mayor impacto en los medios digitales tras el SEO y el SEM. Se trata de una <strong>nueva forma de comprar publicidad que permite a las empresas dirigir sus campa\u00f1as a grupos m\u00e1s espec\u00edficos<\/strong> y as\u00ed hacer m\u00e1s eficientes sus inversiones y mejorar su retorno o ROI.<\/p>\n<p>El <strong>marketing program\u00e1tico<\/strong>, que se ci\u00f1e exclusivamente a los medios digitales, ofrece a las marcas la oportunidad de conectar con su p\u00fablico de una manera r\u00e1pida y eficaz. Mediante la creaci\u00f3n de un programa, permite filtrar la base de datos para alcanzar audiencias m\u00e1s reducidas.<\/p>\n<p><iframe src=\"\/\/www.youtube.com\/embed\/orwtuHjhOHY\" height=\"315\" width=\"560\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2>Factor humano y tecnol\u00f3gico<\/h2>\n<p>Al <strong>marketing program\u00e1tico<\/strong> se le suele achacar que es plenamente desarrollado por m\u00e1quinas y que carece de intervenci\u00f3n humana. Sin embargo, algunos expertos consideran este supuesto err\u00f3neo.<\/p>\n<p>Seg\u00fan esta visi\u00f3n, <strong>un equipo humano, en funci\u00f3n de los objetivos del anunciante, identifica los par\u00e1metros por los que filtrar la b\u00fasqueda<\/strong>. Despu\u00e9s, s\u00ed es una tecnolog\u00eda de programaci\u00f3n la que filtra los resultados de forma efectiva.<\/p>\n<h2><strong>Beneficios<\/strong><\/h2>\n<p>Adem\u00e1s de segmentar las audiencias y permitir alcanzar p\u00fablicos m\u00e1s espec\u00edficos, otro de los beneficios del <strong>marketing program\u00e1tico<\/strong> es el uso del <strong>RTB<\/strong> <strong>(Real Time Bidding)<\/strong>. Traducido al castellano como \u00ab<strong>oferta en tiempo real\u00bb<\/strong>, permite a los anunciantes pujar por los espacios publicitarios que buscan en el momento preciso y por un precio accesible.<\/p>\n<p><iframe src=\"\/\/www.youtube.com\/embed\/NoGgLxky1FE\" height=\"315\" width=\"560\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe><\/p>\n<h2><strong>Su impacto en n\u00fameros<br \/>\n<\/strong><\/h2>\n<p>Ya hay algunos estudios que tratan de medir el impacto del <strong>marketing program\u00e1tico<\/strong> y de predecir su evoluci\u00f3n. Seg\u00fan <em>eMarketer<\/em>, <strong>la inversi\u00f3n est\u00e1 creciendo a\u00f1o tras a\u00f1o y seguir\u00e1 aumentando en el futuro<\/strong>. En 2008 era de 2,8 millones de d\u00f3lares, en 2014 la sit\u00faa en 9,8 millones y en 2017 en casi 17 millones (16,9).<\/p>\n<p>Por otro lado, el estudio de investigaci\u00f3n Magna Global RTB (abril 2014) apunta que su uso en Estados Unidos era del 5% en 2010 y que en 2015 alcanzar\u00e1 el 27%. Sin duda, se trata de <strong>cifras halag\u00fce\u00f1as para el marketing program\u00e1tico<\/strong>.<\/p>\n<h2 style=\"text-align: left;\"><\/h2>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.teconsite.com\/blog\/wp-content\/uploads\/2014\/11\/real-time-bidding.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter  wp-image-202\" title=\"real-time-bidding\" alt=\"\" src=\"https:\/\/www.teconsite.com\/blog\/wp-content\/uploads\/2014\/11\/real-time-bidding.jpg\" width=\"400\" height=\"231\" srcset=\"https:\/\/www.teconsite.com\/blog\/wp-content\/uploads\/2014\/11\/real-time-bidding.jpg 500w, https:\/\/www.teconsite.com\/blog\/wp-content\/uploads\/2014\/11\/real-time-bidding-300x173.jpg 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/a><\/p>\n<h2 style=\"text-align: left;\">Marketing program\u00e1tico vs. Compra directa de publicidad<\/h2>\n<p>Hasta ahora solo exist\u00eda la compra directa de publicidad en los medios de comunicaci\u00f3n. Esto seguir\u00e1 siendo as\u00ed en los denominados medios tradicionales (prensa, radio, televisi\u00f3n&#8230;), pero no tanto en Internet.<\/p>\n<p>Acebo Owiti, director de medios de comunicaci\u00f3n en iCrossing, pronostica que <strong>la compra directa en Internet no va a desaparecer, pero s\u00ed menguar\u00e1 su actividad<\/strong>. Las compa\u00f1\u00edas de primer orden est\u00e1n apostando por el <strong>marketing program\u00e1tico<\/strong>.<\/p>\n<p>Fuentes: iCrossing y Defacto.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dicen que el marketing program\u00e1tico es la tendencia de mayor impacto en los medios digitales tras el SEO y el SEM. Se trata de una nueva forma de comprar publicidad &#8230; <\/p>\n<div class=\"clear\"><\/div>\n<p><a href=\"https:\/\/www.teconsite.com\/blog\/marketing-programatico-que-es-y-para-que-sirve\/\" class=\"more-link\">Seguir leyendo<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[16,19,18,17],"class_list":["post-166","post","type-post","status-publish","format-standard","hentry","category-marketing-digital-2","tag-marketing-programatico","tag-publicidad","tag-roi","tag-rtb"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing program\u00e1tico - Teconsite<\/title>\n<meta name=\"description\" content=\"Definici\u00f3n, impacto y evoluci\u00f3n del marketing program\u00e1tico. Nueva tendencia en el marketing digital. 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