Durante a\u00f1os, branding y performance se han planteado como dos mundos pr\u00e1cticamente opuestos dentro del marketing. Mientras uno se asociaba a construcci\u00f3n de marca, notoriedad y largo plazo, el otro quedaba ligado a resultados inmediatos, conversi\u00f3n y optimizaci\u00f3n constante. Sin embargo, la presi\u00f3n por demostrar impacto real en negocio y la fragmentaci\u00f3n del consumo digital est\u00e1n obligando a las marcas a romper definitivamente esa divisi\u00f3n.<\/p>\n
En este contexto, WAM defiende el \u201cbrandformance\u201d como una evoluci\u00f3n natural del marketing actual, un modelo capaz de unir construcci\u00f3n de marca y conversi\u00f3n dentro de una misma estrategia conectada. La compa\u00f1\u00eda abord\u00f3 esta visi\u00f3n recientemente durante su participaci\u00f3n como moderador en la mesa de debate \u201cBrandformance: cuando branding y conversi\u00f3n se cruzan\u201d, celebrada en el evento\u00a0 de Programmatic Spain, donde distintos expertos del sector analizaron c\u00f3mo est\u00e1 evolucionando la relaci\u00f3n entre creatividad, medios, audiencias y negocio en el nuevo entorno digital.<\/p>\n
Seg\u00fan WAM, uno de los principales cambios del mercado es que\u00a0el recorrido del consumidor ya no responde a un\u00a0funnel\u00a0lineal.\u00a0Los usuarios descubren productos en redes sociales, investigan en buscadores y asistentes de IA, comparan en\u00a0marketplaces, interact\u00faan con contenido generado por creadores y convierten desde m\u00faltiples dispositivos y canales. En este escenario,\u00a0separar campa\u00f1as de\u00a0awareness\u00a0y campa\u00f1as de conversi\u00f3n deja de tener sentido, ya que la clave pasa por construir ecosistemas conectados capaces de generar atenci\u00f3n, consideraci\u00f3n y venta dentro de una misma experiencia.<\/p>\n
La compa\u00f1\u00eda se\u00f1ala adem\u00e1s que\u00a0muchas organizaciones siguen midiendo el marketing desde modelos de atribuci\u00f3n demasiado limitados, centrados \u00fanicamente en el\u00a0last click\u00a0y dejando fuera gran parte del impacto que generan la marca y los canales tradicionalmente asociados al\u00a0upper funnel\u00a0en el camino hacia la conversi\u00f3n. Esta situaci\u00f3n ha provocado que muchas estrategias se orienten exclusivamente a resultados inmediatos, perdiendo de vista el papel que juega la construcci\u00f3n de marca dentro del crecimiento sostenido del negocio.<\/p>\n
Dentro de este nuevo modelo, la empresa considera que\u00a0la creatividad recupera un papel estrat\u00e9gico dentro de las estrategias de medios y performance.\u00a0Captar atenci\u00f3n se ha convertido en uno de los grandes desaf\u00edos para las marcas, por lo que las creatividades ya no pueden dise\u00f1arse de forma aislada o gen\u00e9rica, sino adaptarse a audiencias, canales, formatos y momentos concretos del\u00a0customer journey.<\/p>\n
En este contexto, la Performance Creativity es una de las claves para conectar creatividad y resultados. Con esta forma de trabajar las piezas creativas se dise\u00f1an, testean y optimizan con datos para generar campa\u00f1as m\u00e1s relevantes, eficientes y orientadas a negocio. La combinaci\u00f3n entre creatividad din\u00e1mica, first-party data, automatizaci\u00f3n y segmentaci\u00f3n avanzada permite conectar mejor con el usuario y optimizar el rendimiento de las acciones.<\/p>\n
\u201cHoy en d\u00eda, la construcci\u00f3n de marca tambi\u00e9n impacta en la conversi\u00f3n y el performance tambi\u00e9n construye percepci\u00f3n. El reto est\u00e1 en conectar correctamente creatividad, datos, medios y tecnolog\u00eda para acompa\u00f1ar al usuario durante todo el funnel. Las marcas que consigan equilibrar eficiencia y construcci\u00f3n de valor ser\u00e1n las que realmente generen crecimiento sostenible\u201d<\/p>\n
Jorge Carriazo, Media Business Director en WAM.<\/strong><\/p><\/blockquote>\n
<\/p>","protected":false},"excerpt":{"rendered":"
Durante a\u00f1os, branding y performance se han planteado como dos mundos pr\u00e1cticamente opuestos dentro del marketing. Mientras uno se asociaba a construcci\u00f3n de marca, notoriedad y largo plazo, el otro quedaba ligado a resultados inmediatos, conversi\u00f3n y optimizaci\u00f3n constante. Sin embargo, la presi\u00f3n por demostrar impacto real en negocio y la fragmentaci\u00f3n del consumo digital […]<\/p>\n","protected":false},"author":109,"featured_media":9382,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[281],"tags":[],"solutions":[55],"formats":[274],"class_list":["post-9381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","solutions-media-optimization-to-grow","formats-prensa"],"acf":[],"yoast_head":"\n
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