{"id":440,"date":"2023-05-25T13:09:55","date_gmt":"2023-05-25T16:09:55","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=440"},"modified":"2024-06-02T19:17:56","modified_gmt":"2024-06-02T22:17:56","slug":"que-es-el-remarketing-y-el-retargeting","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/es\/blog\/que-es-el-remarketing-y-el-retargeting\/","title":{"rendered":"\u00bfQu\u00e9 es el remarketing y el retargeting?"},"content":{"rendered":"<p>oh <em><strong>recomercializaci\u00f3n<\/strong><\/em> y el <strong><em>reorientaci\u00f3n<\/em><\/strong> Estos son dos recursos extremadamente poderosos e importantes. Despu\u00e9s de todo, uno de los principios de la publicidad es la frecuencia. Y ah\u00ed es donde entran el remarketing y el retargeting.<\/p>\n<p>Entonces, si el marketing digital ya nos permite segmentaci\u00f3n, ajustes, personalizaci\u00f3n y otras diferencias importantes, imagina que puedes volver a mostrar publicidad a quienes ya se han interesado en un producto o servicio. De esto se tratan el remarketing y el retargeting.<\/p>\n<p>As\u00ed, el remarketing y el retargeting consisten en captar de nuevo a ese visitante que visit\u00f3 tu sitio web y luego lo abandon\u00f3. Para ello, se utilizan listas que pueden usarse en campa\u00f1as de correo electr\u00f3nico o diversos anuncios de sus servicios\/productos en otros sitios web o redes sociales que se presentan nuevamente a su prospecto o cliente.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/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=\"Alternar tabla de contenido\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Palanca<\/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:\/\/verocontents.com.br\/es\/blog\/que-es-el-remarketing-y-el-retargeting\/#Como_funciona_o_remarketing\" >C\u00f3mo funciona el remarketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-el-remarketing-y-el-retargeting\/#O_que_e_e_como_funciona_o_retargeting\" >\u00bfQu\u00e9 es el retargeting y c\u00f3mo funciona?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-el-remarketing-y-el-retargeting\/#Vantagens_do_remarketing_e_do_retargeting\" >Ventajas del remarketing y el retargeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-el-remarketing-y-el-retargeting\/#Resumindo\" >En breve<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Como_funciona_o_remarketing\"><\/span><span style=\"color: #ff9900;\">C\u00f3mo funciona el remarketing<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Es muy com\u00fan confundir remarketing y retargeting. La mayor\u00eda de las veces ver\u00e1s el concepto de remarketing al servicio de todas las acciones para volver a atraer a las personas que ya han mostrado inter\u00e9s en tu marca o producto. El propio Google lo trata as\u00ed, aunque el remarketing se ocupa espec\u00edficamente de las acciones de email marketing.<\/p>\n<p>Mucho m\u00e1s importante que las nomenclaturas, es fundamental entender de qu\u00e9 se tratan las estrategias. Esto marcar\u00e1 la diferencia en tu marketing digital.<\/p>\n<p>Dicho esto, aplicamos la estrategia de remarketing a acciones de email marketing que reactivan a los clientes, llev\u00e1ndolos a realizar una acci\u00f3n concreta. Un ejemplo de esto son los correos electr\u00f3nicos de abandono del carrito en <a href=\"https:\/\/verocontents.com.br\/es\/blog\/por-que-abrir-una-tienda-en-linea\/\" target=\"_blank\" rel=\"noopener noreferrer\">tiendas virtuales<\/a>, utilizado para aumentar la tasa de conversi\u00f3n de ventas. Otro uso podr\u00eda ser un cup\u00f3n de promoci\u00f3n o descuento para quienes entraron a una tienda y luego salieron sin realizar ninguna compra.<\/p>\n<p>Para utilizar la estrategia, es importante tener una buena planificaci\u00f3n para mapear los clientes potenciales y sus <a href=\"https:\/\/verocontents.com.br\/es\/blog\/viaje-de-compra-de-adwords\/\" target=\"_blank\" rel=\"noopener noreferrer\">viaje de compra<\/a>. Esto se debe a que el remarketing utiliza el sistema de listas, al igual que en las campa\u00f1as de marketing por correo electr\u00f3nico.<\/p>\n<p>Estas listas separan a los visitantes del sitio web seg\u00fan la acci\u00f3n realizada, como por ejemplo:<\/p>\n<ul>\n<li>Visitante que descarg\u00f3 un libro electr\u00f3nico;<\/li>\n<li>Qui\u00e9n se inscribi\u00f3 en una lista para recibir boletines;<\/li>\n<li>Cliente que compr\u00f3 m\u00e1s de X en su tienda online;<\/li>\n<li>Abandono del carrito de compras.<\/li>\n<\/ul>\n<p>Sin embargo, es importante utilizar el remarketing con cuidado, respetando las pol\u00edticas de privacidad y garantizando que los usuarios tengan la opci\u00f3n de optar por no recibir anuncios personalizados si as\u00ed lo desean. Adem\u00e1s, es fundamental orientar adecuadamente las campa\u00f1as de remarketing para garantizar que los anuncios sean relevantes y se adapten a cada p\u00fablico objetivo.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"O_que_e_e_como_funciona_o_retargeting\"><\/span><span style=\"color: #ff9900;\">\u00bfQu\u00e9 es el retargeting y c\u00f3mo funciona?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ya entendemos gran parte del concepto de remarketing. Y el principio del retargeting es muy similar al del remarketing. Por tanto, la funci\u00f3n es mostrar nuevamente tu producto o servicio a una persona que ha mostrado inter\u00e9s. La diferencia es que en remarketing ya tienes el registro de tu cliente y personalizas la publicidad a trav\u00e9s del email marketing.<\/p>\n<p>En el retargeting, a trav\u00e9s de la tecnolog\u00eda de <em>Galletas<\/em>, el sitio web que visit\u00f3 el usuario puede \u201cver\u201d qui\u00e9n es usted en la navegaci\u00f3n. Por lo tanto, si ese sitio forma parte de una lista de sitios asociados para la herramienta de reorientaci\u00f3n, mostrar\u00e1 sus anuncios a ese visitante.<\/p>\n<p>Esto tambi\u00e9n sucede con las redes sociales. Actualmente, la integraci\u00f3n de aplicaciones, por ejemplo (mencionemos aqu\u00ed WhatsApp, Instagram y Facebook), permite realizar retargeting mediante el acceso desde las tres plataformas.<\/p>\n<p>Crea la sensaci\u00f3n de que la web est\u00e1 muy acorde con nuestras preferencias. Por lo tanto, es una estrategia enfocada y extremadamente funcional para volver a atraer visitantes que se fueron sin realizar conversiones ni comprar.<\/p>\n<p>As\u00ed, el retargeting se puede realizar a trav\u00e9s de diferentes canales publicitarios, incluidas redes de display como la Google Display Network, redes sociales como Facebook Ads o incluso aplicaciones m\u00f3viles. Al mostrar anuncios personalizados a personas que ya han expresado inter\u00e9s en su marca, aumenta las posibilidades de recuperar su atenci\u00f3n, recordarles su producto o servicio y animarlos a regresar a su sitio web para completar una compra o acci\u00f3n deseada.<\/p>\n<p>Es importante resaltar que, al igual que ocurre con el remarketing, es fundamental utilizar el retargeting de forma responsable y cumpliendo con las pol\u00edticas de privacidad. Los usuarios deben tener la opci\u00f3n de optar por no recibir anuncios personalizados si lo desean, y la orientaci\u00f3n debe realizarse de manera adecuada para garantizar la relevancia de los anuncios publicados.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Vantagens_do_remarketing_e_do_retargeting\"><\/span><span style=\"color: #ff9900;\">Ventajas del remarketing y el retargeting<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ampliamente utilizado en <em>comercio electr\u00f3nico<\/em>, las estrategias de remarketing y retargeting, especialmente si se trabajan juntas, generan un aumento significativo en las tasas de conversi\u00f3n.<\/p>\n<p>Si consideramos que s\u00f3lo alrededor del 1% de los visitantes de un sitio web se convierten en clientes, hacer eficiente una estrategia de retargeting es crucial para optimizar el CAC (Coste de Adquisici\u00f3n del Cliente) y mejorar <a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-importante-en-el-marketing-digital\/\" target=\"_blank\" rel=\"noopener noreferrer\">ROI (Retorno de la Inversi\u00f3n)<\/a>.<\/p>\n<p>Y el remarketing no es diferente. Puedes atraer a un cliente potencial registrado, que a\u00fan no se ha convertido en cliente, a trav\u00e9s de promociones espec\u00edficas basadas en sus preferencias. Asimismo, puedes fidelizar a un cliente y hacer que compre nuevamente con <em>venta cruzada<\/em>, por ejemplo.<\/p>\n<p>Y puedes hacer remarketing usando anuncios de <a href=\"https:\/\/verocontents.com.br\/es\/blog\/como-funciona-google-adwords\/\" target=\"_blank\" rel=\"noopener noreferrer\">Anuncios de Google<\/a>. Puede cargar una lista de clientes, por ejemplo, e incluso elegir objetivos similares para Google Ads agreg\u00e1ndolos a un grupo de anuncios o campa\u00f1a.<\/p>\n<p>Adem\u00e1s, el <a href=\"https:\/\/verocontents.com.br\/es\/blog\/como-generar-leads-con-facebook\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a> Tambi\u00e9n permite hacer remarketing, lo que hace a\u00fan m\u00e1s eficiente la publicidad en esta red social.<\/p>\n<p>Es m\u00e1s: el anuncio de remarketing es a\u00fan m\u00e1s eficaz porque puede ser mucho m\u00e1s personalizado, adem\u00e1s de permitirte contrarrestar las objeciones que hicieron que el visitante abandonara tu sitio web.<\/p>\n<p>Por tanto, ambas acciones permiten una mejor segmentaci\u00f3n, personalizaci\u00f3n del mensaje, mayor fidelizaci\u00f3n de clientes y tasas de retenci\u00f3n y conversi\u00f3n.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Resumindo\"><\/span><span style=\"color: #ff9900;\">En breve<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Por tanto, el remarketing y el retargeting te permiten:<\/p>\n<ul>\n<li>Reducir el costo por cliente potencial;<\/li>\n<li>Aumente el retorno de la inversi\u00f3n (ROI) de su campa\u00f1a;<\/li>\n<li>Mejorar el CAC;<\/li>\n<li>Traiga de vuelta a aquellos que olvidaron cu\u00e1l era su sitio web (o blog);<\/li>\n<li>Segmentar una lista de clientes potenciales, que se puede utilizar exclusivamente en remarketing;<\/li>\n<li>Analice las objeciones a su producto\/servicio.<\/li>\n<\/ul>\n<p>Recuerda siempre incluir el remarketing y el retargeting en tus estrategias. Es una herramienta muy importante para atraer de vuelta a su visitante y convertirlo en cliente.<\/p>","protected":false},"excerpt":{"rendered":"<p>El remarketing y el retargeting son dos caracter\u00edsticas extremadamente poderosas e importantes. Despu\u00e9s de todo, uno de los principios de la publicidad es la frecuencia. Y ah\u00ed es donde entran el remarketing y el retargeting. Entonces, si el marketing digital ya<\/p>","protected":false},"author":1,"featured_media":2139,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[338],"tags":[32,12,45],"class_list":["post-440","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-midia-paga","tag-adwords","tag-marketing-digital","tag-remarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que \u00e9 remarketing e retargeting - Vero Contents<\/title>\n<meta name=\"description\" content=\"O remarketing e o retargeting s\u00e3o recursos poderosos e importantes. 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Eles consistem em capturar de volta o visitante e o seu cliente.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-el-remarketing-y-el-retargeting\/\" \/>\n<meta property=\"og:site_name\" content=\"Vero Contents\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/verocontents\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-25T16:09:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-02T22:17:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/o-que-e-remarketing-ou-retargeting.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marcel Castilho\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:site\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marcel Castilho\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-remarketing-e-retargeting\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-remarketing-e-retargeting\/\"},\"author\":{\"name\":\"Marcel Castilho\",\"@id\":\"https:\/\/verocontents.com.br\/#\/schema\/person\/bd2c94994384cf33451ed8cd98b183a9\"},\"headline\":\"O que \u00e9 remarketing e retargeting\",\"datePublished\":\"2023-05-25T16:09:55+00:00\",\"dateModified\":\"2024-06-02T22:17:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-remarketing-e-retargeting\/\"},\"wordCount\":1107,\"publisher\":{\"@id\":\"https:\/\/verocontents.com.br\/#organization\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-remarketing-e-retargeting\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/o-que-e-remarketing-ou-retargeting.jpg\",\"keywords\":[\"adwords\",\"marketing digital\",\"remarketing\"],\"articleSection\":[\"M\u00eddia Paga\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-remarketing-e-retargeting\/\",\"url\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-remarketing-e-retargeting\/\",\"name\":\"O que \u00e9 remarketing e retargeting - Vero Contents\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-remarketing-e-retargeting\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/o-que-e-remarketing-e-retargeting\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/03\/o-que-e-remarketing-ou-retargeting.jpg\",\"datePublished\":\"2023-05-25T16:09:55+00:00\",\"dateModified\":\"2024-06-02T22:17:56+00:00\",\"description\":\"O remarketing e o retargeting s\u00e3o recursos poderosos e importantes. 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