{"id":3084,"date":"2022-08-22T15:03:15","date_gmt":"2022-08-22T14:03:15","guid":{"rendered":"https:\/\/hashting.com\/?p=3084"},"modified":"2024-01-03T13:52:04","modified_gmt":"2024-01-03T13:52:04","slug":"7-dos-donts-of-digital-product-sampling","status":"publish","type":"post","link":"https:\/\/hashting.com\/es\/7-dos-donts-of-digital-product-sampling\/","title":{"rendered":"7 dos y don'ts del sampling digital"},"content":{"rendered":"

\"\"<\/p>\n

7 dos y don'ts del sampling digital<\/h2>\n


\nFacebook
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\nLinkedIn
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El sampling digital de productos utiliza herramientas de marketing digital para ofrecer a los consumidores un producto de muestra o un producto totalmente gratuito (por ejemplo, una solicitud de muestra en l\u00ednea, cupones digitales, cashbacks para m\u00f3viles, vales digitales) que puede canjearse en un punto de venta predeterminado. En el art\u00edculo anterior, exploramos la principal diferencia entre el muestreo tradicional y el muestreo digital de productos. El muestreo tradicional va a un punto de venta y espera al consumidor, mientras que el muestreo digital de productos va al consumidor y lo lleva al punto de venta.<\/p>\n

To further recap, digital product sampling is important and has a bright future because of its ability to link the consumer journey all the way from touchpoint to point of sale. This allows brands to acquire the right & true consumer (due to digital product sampling requiring a consumer to act, it guarantees the consumer is at the very least interested), zone in on the specific target groups, and reach a critical level for a new product launch. To add to this, it can provide insights on the real Sales Impact & ROI in real-time.<\/p><\/blockquote>\n

Sin embargo, lograr impacto y ROI es un proceso de ensayo y error. Hacer que el muestreo digital de productos sea eficaz es m\u00e1s dif\u00edcil de lo que parece. Existe una f\u00f3rmula para conseguir impacto, ya que sin el enfoque adecuado ser\u00e1 m\u00e1s f\u00e1cil hacerlo mal y no obtener resultados que hacerlo bien. La f\u00f3rmula establece una serie de par\u00e1metros y, si se hacen bien en orden consecutivo, se puede conseguir impacto.<\/p>\n

F\u00f3rmula del Impacto<\/h2>\n

ImpactO = CTA (call to action) x creativo x descuento x touchpoints x compra de medios x\u00a0 journey x mec\u00e1nica<\/p>\n

1 x 1 x 0 x 1 x 1 x 0 = 0 impacto<\/p>\n

1 x 1 x 1 x 1 x 1 x 0 = 0 impacto<\/p>\n

1 x 1 x 1 x 1 x 1 x 1 =\u00a0 impacto\u00a0<\/strong><\/p>\n

Como en una ecuaci\u00f3n matem\u00e1tica, hay que acertar con todos los elementos para generar impacto. Un desajuste en la f\u00f3rmula puede dar lugar a un impacto muy bajo.<\/p>\n

Adem\u00e1s, se recomienda realizar pruebas AB para garantizar que se toman las decisiones correctas basadas en datos. Prep\u00e1rate para hacer pruebas peque\u00f1as, aprender r\u00e1pido y ampliar lo que funcione.<\/p>\n

Entonces, \u00bfc\u00f3mo puede asegurarse de acertar con la f\u00f3rmula del impacto? Aqu\u00ed 7 dos y don'ts que ayudar\u00e1n a conseguir impacto cuando se hace sampling digital de productos:<\/p>\n

1. Optimiza el call-to-action:<\/h2>\n

DO:<\/strong>\u00a0S\u00e9 directivo y claro con respecto a la acci\u00f3n que deseas que realice el consumidor (por ejemplo, \u00a1HAGA CLIC AQU\u00cd para solicitar una muestra gratuita hoy mismo!).<\/p>\n

DON\u2019T:<\/strong>\u00a0Ser elevado o vago. No hay que centrase en los mensajes de la marca ni en la propuesta de servicio \u00fanica. Puede incluirse, pero no debe ser el mensaje principal que quieras que el consumidor vea en dicha promoci\u00f3n.<\/p>\n

tags.<\/p>\n

2. Optimizar la creatividad:<\/h2>\n

DO:<\/strong>\u00a0\u00a1Grita! Utiliza colores llamativos, capta la atenci\u00f3n, det\u00e9n al consumidor en su camino, obliga a sus ojos a dirigirse hacia el mensaje utilizando c\u00f3digos de color que le hagan saber que se trata de una oferta especial.<\/p>\n

DON\u2019T:<\/strong>\u00a0Susurrar, priorizar el branding bonito sobre el branding centrado en un mensaje fuerte, intentar 'mezclarlo' en el CTA.<\/p>\n

3. Optimizar la percepci\u00f3n del valor:<\/h2>\n

DO:<\/strong>\u00a0S\u00e9\u00a0GENEROSO<\/em><\/strong>\u00a0con los descuentos, c\u00e9ntrate en regalar productos. Para art\u00edculos de poco valor, regala m\u00e1s de un producto. Estas acciones crean una percepci\u00f3n de alto valor para su producto. C\u00e9ntrate en aumentar el valor del ciclo de vida del cliente. Las promociones iniciales m\u00e1s altas aumentar\u00e1n enormemente el impacto.<\/p>\n

DON\u2019T:\u00a0<\/strong>Ser cauteloso con los productos gratuitos o apostar por descuentos de bajo valor percibido. La gente no se esforzar\u00e1 por obtener descuentos de bajo valor (el objetivo es que la gente pruebe el producto, as\u00ed que hay que p\u00f3ngaselas f\u00e1cil).<\/p>\n

4. Optimizar los medios de comunicaci\u00f3n y los touchpoints de marketing:<\/h2>\n

DO:<\/strong>\u00a0 Elige touchpoints con un alto poder de captaci\u00f3n de atenci\u00f3n, como influencers, anuncios en redes sociales o el sitio web de la marca. Cuanto m\u00e1s cerca est\u00e9 el touchpoint de la venta, mejor ser\u00e1 el rendimiento.<\/p>\n

DON\u2019T:<\/strong>\u00a0Utilizar touchpoints con escaso poder de retenci\u00f3n, como la publicidad exterior.<\/p>\n

5. Optimizar la compra de medios:<\/h2>\n

DO:<\/strong>\u00a0Comprar medios con KPIs de conversi\u00f3n (Esto es posible con clics; sin embargo, se pueden a\u00f1adir m\u00e9tricas de conversi\u00f3n m\u00e1s adelante en el funnel).<\/p>\n

DON\u2019T:<\/strong> Comprar alcance o medios con KPI's de awareness (Sin embargo, si se decide hacerlo, asegurar que el CTA es extremadamente claro y el foco de la comunicaci\u00f3n - repite el CTA m\u00e1s de una vez, si es posible, en el mensaje).<\/p>\n

6. Optimizar el journey del consumidor:<\/h2>\n

DO:<\/strong>\u00a0Que sea breve y sencillo: cuanto m\u00e1s r\u00e1pido, mejor. Aprovecha los h\u00e1bitos preexistentes, como la mensajer\u00eda instant\u00e1nea.<\/p>\n

DON\u2019T:<\/strong>\u00a0Hacerlo complejo:<\/p>\n

    \n
  1. Intentar cambiar el comportamiento habitual del consumidor (por ejemplo, \"descarga \u00e9sta aplicaci\u00f3n para reclamar el cup\u00f3n; recuerda que la propiedad del tel\u00e9fono se ha encarecido).<\/li>\n
  2. Poner muchos pasos en el journey.<\/li>\n<\/ol>\n

    7. Optimize promotion mechanic<\/h2>\n

    DO:<\/strong>\u00a0S\u00e9 flexible y ad\u00e1ptate al medio. Adopta diferentes enfoques para los distintos puntos de contacto. Un c\u00f3digo QR puede funcionar bien con promociones en tiendas, un enlace en la biograf\u00eda de un influencer en las redes sociales o un c\u00f3digo corto SMS para un anuncio en la radio.<\/p>\n

    DON\u2019T:<\/strong>\u00a0Ser r\u00edgido y adoptar un enfoque estricto en todos los medios.<\/p>\n

    Si se aplica la f\u00f3rmula del impacto al enfoque de sampling de productos digitales, se estar\u00e1 en el buen camino para conseguir un ROI del que la marca pueda sentirse orgullosa.<\/p>\n

    En Hashting hemos creado una plataforma tecnol\u00f3gica de marketing directo al consumidor a escala. Nuestro trabajo en m\u00e1s de 30 pa\u00edses a trav\u00e9s de cientos de campa\u00f1as nos ha ayudado a desarrollar una experiencia \u00fanica sobre lo que funciona y lo que no. Nuestro pr\u00f3ximo art\u00edculo se centrar\u00e1 en un caso pr\u00e1ctico real que pone de manifiesto el poder del muestreo digital. Si deseas m\u00e1s informaci\u00f3n sobre c\u00f3mo mejorar el sampling digital de productos, ponte en contacto con nosotros.<\/p>","protected":false},"excerpt":{"rendered":"

    El muestreo digital de productos no elige un lugar y espera a que los consumidores acudan a \u00e9l. El poder de este m\u00e9todo es que permite que todos los touchpoints se conviertan en puntos de contacto directo con un consumidor.<\/p>","protected":false},"author":222351143,"featured_media":3086,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1415,1413],"tags":[1386],"class_list":["post-3084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-blog","tag-digital-sampling"],"yoast_head":"\n7 dos & don'ts of digital product sampling - Hashting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hashting.com\/es\/7-dos-donts-of-digital-product-sampling\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 dos & don'ts of digital product sampling - Hashting\" \/>\n<meta property=\"og:description\" content=\"Digital product sampling doesn\u2019t choose a place and wait for consumers to come where they are. 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