{"id":124,"date":"2007-04-22T10:48:25","date_gmt":"2007-04-22T08:48:25","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=124"},"modified":"2010-10-22T21:01:01","modified_gmt":"2010-10-22T19:01:01","slug":"ad-marketing-directo","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2007\/04\/22\/ad-marketing-directo\/","title":{"rendered":"[AD] Marketing directo"},"content":{"rendered":"<p>En <em>La Vanguardia<\/em> del viernes la secci\u00f3n de <em>Publicidad y consumo<\/em> de <em>Econom\u00eda<\/em> publicaba un art\u00edculo interesante bajo el titular \u00abHay una carta para ti\u00bb. Las frases destacadas llamaban suficiente la atenci\u00f3n como para dejar a un lado el desayuno: \u00ab<em>El marketing por correo aumenta su eficacia ante la saturaci\u00f3n publicitaria<\/em>\u00bb y \u00ab<em>Las llamadas telef\u00f3nicas y los e-mails causan irritaci\u00f3n, a diferencia de las cartas que se antojan m\u00e1s discretas<\/em>\u00ab.<\/p>\n<p>Seg\u00fan el sondeo de Deutsche Post Direct Marketing Monitor Internacional:<\/p>\n<ul>\n<li>las cartas <strong>se leen en<\/strong> <strong>9 de cada 10 casos,<\/strong><\/li>\n<li><strong>un tercio de los espa\u00f1oles contestan a las cartas<\/strong> y aceptan la oferta promocional que incluye,<\/li>\n<li>los m\u00e1s interesados tienen <strong>entre 30 y 50 a\u00f1os<\/strong>,\u00a0la <strong>gran mayor\u00eda mujeres<\/strong> y<\/li>\n<li>los sectores que tienen mayor respuesta son el <strong>ocio<\/strong> y los <strong>productos de belleza<\/strong>.<\/li>\n<\/ul>\n<p>Seg\u00fan una encuesta de LMR, <strong>se destinan 42 segundos a leer los recibos y 15 a la oferta comercial en papel<\/strong> y afirman que incluir publicidad en la factura puede incrementar a\u00fan m\u00e1s la atenci\u00f3n.<\/p>\n<p>Acompa\u00f1a el art\u00edculo un peque\u00f1o gr\u00e1fico\u00a0con datos de Pitney Bowes\u00a0en el que se responde a \u00ab\u00bf<strong>Qu\u00e9 tipo de anuncio molesta m\u00e1s<\/strong>?\u00bb. Los datos de Espa\u00f1a (seg\u00fan identifico en la ilustraci\u00f3n):<\/p>\n<ul>\n<li>las promociones telef\u00f3nicas\u00a0(sobre el 40%),\u00a0<\/li>\n<li>los SMS (sobre el 20%),<\/li>\n<li>los\u00a0correos electr\u00f3nicos (sobre 12%),\u00a0<\/li>\n<li>la televisi\u00f3n (sobre el 11%),<\/li>\n<li>las visitas a domicilio (sobre el 9%),<\/li>\n<li>el correo directo (sobre el 8%) y<\/li>\n<li>la publicidad exterior (sobre el 2%).\u00a0<\/li>\n<\/ul>\n<p>La mayor ventaja del marketing directo es que <strong>el resultado de la campa\u00f1a se puede medir f\u00e1cilmente<\/strong> ya que depender\u00e1 de las respuestas directas que se consigan. Seg\u00fan acaba el art\u00edculo, en Espa\u00f1a se reciben <strong>120 cartas al a\u00f1o por habitante<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En La Vanguardia del viernes la secci\u00f3n de Publicidad y consumo de Econom\u00eda publicaba un art\u00edculo interesante bajo el titular \u00abHay una carta para ti\u00bb. Las frases destacadas llamaban suficiente la atenci\u00f3n como para dejar a un lado el desayuno: \u00abEl marketing por correo aumenta su eficacia ante la saturaci\u00f3n publicitaria\u00bb y \u00abLas llamadas telef\u00f3nicas [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[2],"tags":[61,130,112],"class_list":["post-124","post","type-post","status-publish","format-standard","hentry","category-publicidad","tag-correo","tag-marketing-directo","tag-publicidad-exterior"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/124","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=124"}],"version-history":[{"count":1,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/124\/revisions"}],"predecessor-version":[{"id":3080,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/124\/revisions\/3080"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=124"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=124"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=124"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}