El marketing móvil proveerá gran ventaja competitiva

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El marketing móvil, con un ratio de crecimiento que aumenta cada año y un ROI del 32%, la gran oportunidad de negocio para todas las empresas 

“El marketing móvil es el conjunto de acciones que permite a las empresas comunicarse y relacionarse con su audiencia de una forma relevante e interactiva a través de cualquier red y dispositivo móvil”, como define la Mobile Marketing Association. Según datos de su 5º Estudio de Inversión en Marketing y Publicidad Móvil, en España esta actividad gana en importancia dentro de las empresas, si tenemos en cuenta el ratio de crecimiento anual, que ha pasado del 45% en 2011 al 65% estimado para el 2013, con una inversión de 152 millones de euros.

En la actualidad, los smartphones son un canal de comunicación fundamental y más en el caso de España, país líder en Europa en penetración de teléfonos inteligentes con un 66%.  El 82% de los usuarios españoles realiza búsquedas sobre un producto o servicio, según datos del Estudio Comportamiento de usuarios en dispositivos móviles elaborado por e-interactive; además el marketing móvil pasa a ser pieza clave para los negocios locales, ya que el 88% de los usuarios de smartphones busca información local en su teléfono y el 86% termina realizando una acción.  Asimismo estos dispositivos representan una gran oportunidad para los anunciantes, de hecho el 83% de los usuarios de smartphones ve anuncios para móviles. Pero no  solo constituye una ventaja para los negocios online como en principio cabría pensar, ya que el mismo informe recoge que el 68% realiza una búsqueda en su teléfono inteligente tras ver un anuncio offline, es decir, el marketing móvil ofrece ventajas tanto a empresas online como a empresas offline.

Estos datos positivos ponen de manifiesto la oportunidad que ofrece el marketing móvil para las empresas que se adentren en este campo. En palabras de Hernán  Rodríguez, CEO de AECOMO (Asociación Española de Comunicaciones Móviles) y Director del Máster en Mobile business de U-tad, “nos encontramos frente a una auténtica revolución de la forma en la que nos comunicamos e interactuamos con los consumidores a través de los dispositivos móviles.

Las empresas que aprovechen estas posibilidades conseguirán una gran ventaja competitiva frente a sus competidores”. Teniendo en cuenta, además, que las campañas de marketing móvil tienen un retorno medio de la inversión del 32%, porcentaje muy superior al habitual en marketing, según datos de Luth Research y SoundBite, no cabe ninguna duda de que las empresas que quieren triunfar requerirán profesionales especializados en marketing móvil, al igual que sucede con otros perfiles derivados de la revolución digital.

Sobre este tema se debatirá en la mesa redonda “Perfiles y competencias para profesiones digitales”, moderada por Hernán Rodríguez y con la participación de Juan Díaz-Andreu (Director Asociado en Norman Broadbent España y Latinoamérica), Francisco Muñoz Bosch (Director General de Infoempleo.com) y Sixto Arias, (Presidente de la Mobile Marketing Association Spain) en el evento Digital Business (R)evolution 2013.

El evento Digital Business (R)evolution 2013 es un punto de encuentro para los expertos y profesionales que lideran la revolución digital en sus compañías, en el que se tratarán las últimas tendencias, se explicará cómo implantar una estrategia y un negocio nuevo con éxito, se comentará cómo monetizar productos a través de internet o se debatirá sobre los nuevos perfiles profesionales. Organizado por U-tad, el Centro Universitario de Tecnología y Arte Digital, y Fundación Telefónica, tendrá lugar el 25 de septiembre en el espacio Fundación Telefónica.

Vía www.puromarketing.com

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