{"id":3549,"date":"2021-04-14T08:45:00","date_gmt":"2021-04-14T08:45:00","guid":{"rendered":"https:\/\/news.sap.com\/spain\/?p=3549"},"modified":"2023-10-16T16:22:54","modified_gmt":"2023-10-16T16:22:54","slug":"martech-marketing-y-tecnologia-unen-fuerzas-para-optimizar-resultados","status":"publish","type":"post","link":"https:\/\/news.sap.com\/spain\/2021\/04\/martech-marketing-y-tecnologia-unen-fuerzas-para-optimizar-resultados\/","title":{"rendered":"Martech: marketing y tecnolog\u00eda unen fuerzas para optimizar resultados"},"content":{"rendered":"<p class=\"lead\"><strong><em>Martech <\/em><\/strong>es un nuevo concepto con el que se hace referencia a la<strong> fusi\u00f3n de <a href=\"https:\/\/www.sap.com\/spain\/products\/crm\/marketing.html\">digital <em>marketing<\/em><\/a> y tecnolog\u00eda<\/strong>\u00a0con el objetivo de crear mayores oportunidades de venta y controlar en tiempo real los resultados de las estrategias.<\/p>\n<p style=\"margin: 0cm;text-align: center\" align=\"center\"><span style=\"font-size: 16.0pt;font-family: 'Arial',sans-serif\">Ebook gratis<\/span><\/p>\n<p style=\"margin: 0cm;text-align: center\" align=\"center\"><strong><span style=\"font-size: 20.0pt;font-family: 'Arial',sans-serif\">Redise\u00f1a el futuro de tu e-commerce m\u00e1s all\u00e1 de la pandemia<\/span><\/strong><\/p>\n<p align=\"center\"><a href=\"https:\/\/www.sap.com\/spain\/cmp\/dg\/crm-es21-web-inbound2\/index.html\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3925 size-medium\" src=\"https:\/\/news.sap.com\/spain\/files\/2021\/05\/26\/1622588361713-300x225.jpg\" alt=\"\" width=\"300\" height=\"225\" srcset=\"https:\/\/news.sap.com\/spain\/files\/2021\/05\/26\/1622588361713-300x225.jpg 300w, https:\/\/news.sap.com\/spain\/files\/2021\/05\/26\/1622588361713.jpg 514w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p style=\"text-align: center\"><a href=\"https:\/\/www.sap.com\/spain\/cmp\/dg\/crm-es21-web-inbound2\/index.html\">DESCARGAR<\/a><\/p>\n<p>Los avances tecnol\u00f3gicos han propiciado un cambio de tendencia en los h\u00e1bitos de los consumidores. Internet, las redes sociales o el<em> e-commerce<\/em> son los medios que ahora se emplean para tomar la decisi\u00f3n de compra.<\/p>\n<h2><strong>\u00bfQu\u00e9 es el <em>martech<\/em>?<\/strong><\/h2>\n<p>La uni\u00f3n de <em>marketing <\/em>y tecnolog\u00eda es esencial para disponer de herramientas avanzadas, como el <a href=\"https:\/\/news.sap.com\/spain\/2021\/01\/que-es-big-data-todo-lo-que-necesita-saber\/\" target=\"_blank\" rel=\"noopener\"><em>big data<\/em><\/a>, que permitan posicionarse en un mercado globalizado en el que ya no basta con crear campa\u00f1as publicitarias y esperar que las ventas lleguen solas.<\/p>\n<p>La fusi\u00f3n de <em>marketing <\/em>y tecnolog\u00eda hace referencia a la utilizaci\u00f3n de <strong>herramientas digitales para mejorar las estrategias comerciales<\/strong>.<\/p>\n<p>En especial, se habla de <em>martech <\/em>para definir las iniciativas y esfuerzos empresariales centrados en alcanzar sus objetivos sirvi\u00e9ndose de un <em>software <\/em>que permita llegar con precisi\u00f3n a su <em>buyer persona<\/em>, <strong>medir el \u00e9xito de sus campa\u00f1as con exactitud y mejorar el ROI<\/strong>.<\/p>\n<h2><strong>Ventajas del <em>martech<\/em> en el \u00e1mbito empresarial<\/strong><\/h2>\n<p>El <em>martech <\/em>aporta importantes <strong>ventajas competitivas en el \u00e1mbito empresarial<\/strong>. Algunos de los beneficios que se obtienen gracias a la combinaci\u00f3n de <em>marketing <\/em>y tecnolog\u00eda son los siguientes:<\/p>\n<ul>\n<li><strong>Segmentaci\u00f3n <\/strong>precisa con mejor comprensi\u00f3n y conocimiento del p\u00fablico objetivo.<\/li>\n<li><strong>Mejor utilizaci\u00f3n de los<\/strong> <strong>datos<\/strong>, utilizando <a href=\"https:\/\/www.sap.com\/spain\/products\/crm\/customer-data-management.html\" target=\"_blank\" rel=\"noopener\">bases de datos de clientes din\u00e1micas<\/a> para transformarlos en acciones que cierren ventas.<\/li>\n<li>Facilidad a la hora de crear la mejor <strong>propuesta de valor<\/strong> para el consumidor.<\/li>\n<li>Agilizaci\u00f3n en los procesos de <strong>toma de decisiones<\/strong> <strong>estrat\u00e9gicas<\/strong> basadas en datos.<\/li>\n<li>Optimizaci\u00f3n de los<strong> tiempos de respuesta <\/strong>gracias a los an\u00e1lisis en tiempo real.<\/li>\n<\/ul>\n<p>Con las herramientas <em>martech<\/em>, las empresas no necesitan esperar a que termine una campa\u00f1a para analizar los resultados. Las acciones se ajustan sobre la marcha bas\u00e1ndose en la <strong>monitorizaci\u00f3n en tiempo real<\/strong>.<\/p>\n<p>A largo plazo, el <em>martech <\/em>se traduce en <strong>mayor eficiencia<\/strong> y mejor <strong>aprovechamiento de recursos y presupuestos<\/strong>.<\/p>\n<h2><strong>Aplicaciones pr\u00e1cticas del <em>martech<\/em> en las organizaciones<\/strong><\/h2>\n<p>Las tecnolog\u00edas que se pueden aplicar al <em>marketing <\/em>son muchas y muy variadas. Esta caracter\u00edstica es, precisamente, lo que hace tan atractivo el <em>martech<\/em>. Cada organizaci\u00f3n puede encontrar <strong>la herramienta adecuada para sus objetivos estrat\u00e9gicos<\/strong>.<\/p>\n<h3><strong>Publicidad program\u00e1tica<\/strong><\/h3>\n<p>La <strong>publicidad program\u00e1tica<\/strong> permite comprar espacios publicitarios de forma automatizada. Los anuncios se muestran solo a usuarios afines a la marca porque estas plataformas muestran <strong>contenidos espec\u00edficos en el momento y lugar adecuados<\/strong>.<\/p>\n<h3><strong>Automatizaci\u00f3n del <em>marketing<\/em><\/strong><\/h3>\n<p>Las <strong>herramientas de automatizaci\u00f3n<\/strong> del <em>marketing <\/em>permiten gestionar las campa\u00f1as con una precisi\u00f3n nunca vista hasta ahora. Los procesos de conversi\u00f3n se personalizan para adaptarse al punto del <strong>embudo de ventas<\/strong> en el que se encuentra cada usuario.<\/p>\n<h3><strong>Experiencia de cliente<\/strong><\/h3>\n<p>La experiencia de cliente es esencial para <strong>destacar sobre los competidores y fidelizar a los usuarios<\/strong>. Herramientas como los <em>chatbots<\/em> ayudan a crear una <strong>mejor conexi\u00f3n con los usuarios <\/strong>y a medir su experiencia como clientes.<\/p>\n<p>La <strong>anal\u00edtica <\/strong>es una de las grandes bazas del <em>martech<\/em>. Gracias a la tecnolog\u00eda <em>big data <\/em>es posible gestionar grandes cantidades de datos relevantes <strong>de forma directa, sencilla y visual<\/strong>.<\/p>\n<p>La importancia del <em>martech <\/em>es incuestionable para cualquier organizaci\u00f3n que desee <strong>ser m\u00e1s competitiva, obtener resultados mucho m\u00e1s r\u00e1pido y optimizar sus recursos<\/strong>.<\/p>\n<hr \/>\n<p><a href=\"https:\/\/www.instagram.com\/sapspain\/\">Instagram<\/a> \/ <a href=\"https:\/\/www.facebook.com\/麻豆原创\/\">Facebook<\/a>\u00a0\/\u00a0<a href=\"https:\/\/twitter.com\/sapspain?lang=es\">Twitter<\/a>\u00a0\/\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/sap\/\">LinkedIn<\/a><\/p>\n<hr \/>\n<p>\u00a9 2020 麻豆原创 SE. All rights reserved. 麻豆原创 and other 麻豆原创 products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of 麻豆原创 SE in Germany and other countries. Please see\u00a0<a href=\"http:\/\/www.sap.com\/corporate-en\/legal\/copyright\/index.epx#trademark\">http:\/\/www.sap.com\/corporate-en\/legal\/copyright\/index.epx#trademark<\/a>\u00a0for additional trademark information and notices.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Martech es un nuevo concepto con el que se hace referencia a la fusi\u00f3n de digital marketing y tecnolog\u00eda\u00a0con el objetivo de crear mayores oportunidades&#8230;<\/p>\n","protected":false},"author":3372,"featured_media":3550,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[24297],"tags":[5563133,5563255],"sapn-display":[5563695,5563693,60294],"sapn-type":[5562504],"class_list":["post-3549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tecnologia","tag-big-data","tag-empresa-inteligente","sapn-display-articulo-hero","sapn-display-articulo-spotlight","sapn-display-topic-hero","sapn-type-articulo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - 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