{"id":429281,"date":"2023-02-27T13:29:11","date_gmt":"2023-02-27T12:29:11","guid":{"rendered":"https:\/\/adevinta.es\/?post_type=story&amp;p=29281"},"modified":"2023-02-27T13:29:11","modified_gmt":"2023-02-27T12:29:11","slug":"ebook-de-marketing-y-publicidad-para-estrategias-en-2023","status":"publish","type":"story","link":"https:\/\/adevinta.com\/es\/cuentos\/articulos\/ebook-de-marketing-y-publicidad-para-estrategias-en-2023\/","title":{"rendered":"El ebook de marketing y publicidad para dise\u00f1ar estrategias en 2023"},"content":{"rendered":"<p><span style=\"font-weight: 400\">La <\/span><b>publicidad digital<\/b><span style=\"font-weight: 400\"> es innovaci\u00f3n. Es tendencia. Es sostenibilidad. Es evoluci\u00f3n. Es, en definitiva, un sector de cambios constantes, siempre, de la mano de los usuarios. Una vor\u00e1gine en la que para los profesionales son muy \u00fatiles las gu\u00edas e informes que les ayudan a marcar el rumbo y enfocar sus esfuerzos. Y, precisamente con esa idea ha nacido el <\/span><i><span style=\"font-weight: 400\">ebook <\/span><\/i><span style=\"font-weight: 400\">de <\/span><i><span style=\"font-weight: 400\">advertising <\/span><\/i><span style=\"font-weight: 400\">de Adevinta Spain <\/span><a href=\"https:\/\/observatoriopublicidad.adevinta.es\/#ebookmarketing\" target=\"_blank\" rel=\"noopener\"><b><i>Los 10 t\u00e9rminos de marketing y publicidad para estrategias de \u00e9xito<\/i><\/b><\/a><i><span style=\"font-weight: 400\">.\u00a0<\/span><\/i><\/p>\n<a href=\"https:\/\/observatoriopublicidad.adevinta.es\/#ebookmarketing\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29288 size-medium\" src=\"https:\/\/adevinta.com\/app\/uploads\/sites\/2\/2023\/02\/ebook-marketing-y-publicidad-cta-300x111.png\" alt=\"\" width=\"300\" height=\"111\" \/><\/a>\n<p><span style=\"font-weight: 400\">Este documento, que se puede descargar desde el Observatorio de Investigaci\u00f3n Publicitaria de Adevinta Spain, agrupa diez de esos t\u00e9rminos que est\u00e1n sonando con fuerza en el mundo de la publicidad digital como el <\/span><b><i>purpose <\/i><\/b><b>marketing<\/b><span style=\"font-weight: 400\">, el <\/span><b>metaverso<\/b><span style=\"font-weight: 400\">, la <\/span><b>hiperautomatizaci\u00f3n<\/b><span style=\"font-weight: 400\"> o la <\/span><b><i>visual search<\/i><\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Tal y como explica Alberto Mart\u00edn, Adevinta Spain <\/span><i><span style=\"font-weight: 400\">advertising sales director <\/span><\/i><span style=\"font-weight: 400\">&amp; Milanuncios <\/span><i><span style=\"font-weight: 400\">shops sales director<\/span><\/i><span style=\"font-weight: 400\">, en el pr\u00f3logo de este <\/span><i><span style=\"font-weight: 400\">ebook<\/span><\/i><span style=\"font-weight: 400\">, la publicidad digital est\u00e1 llamada a desempe\u00f1ar un rol estrat\u00e9gico en la sociedad:\u00a0<\/span><\/p>\n<p><em><span style=\"font-weight: 400\">\u201cEn un momento en el que enfrentamos retos sociales de gran magnitud, como el del cambio clim\u00e1tico, las marcas tienen la responsabilidad de alinearse en favor del bien com\u00fan y la oportunidad de ganarse el afecto del p\u00fablico. La publicidad ha de mostrar y, sobre todo, demostrar su compromiso con la sostenibilidad sin m\u00e1s demoras\u201d<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400\">Y, con el objetivo de contribuir a esta tarea de crear un ecosistema de <\/span><a href=\"https:\/\/adevinta.es\/stories\/articles\/publicidad-sostenible-clave-para-el-sector-publicitario\" target=\"_blank\" rel=\"noopener\"><b>publicidad sostenible<\/b><\/a><span style=\"font-weight: 400\"> e innovadora, te damos algunas claves a trav\u00e9s de estos diez t\u00e9rminos imprescindibles para la industria.\u00a0<\/span><\/p>\n<iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/xHodRQS-CV8\" width=\"560\" height=\"314\" allowfullscreen=\"allowfullscreen\"><\/iframe>\n<h2><span style=\"font-weight: 400\">\u00bfQu\u00e9 puedes encontrarte en este <\/span><i><span style=\"font-weight: 400\">ebook <\/span><\/i><span style=\"font-weight: 400\">sobre publicidad digital?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Aunque tengas el <\/span><i><span style=\"font-weight: 400\">ebook<\/span><\/i><span style=\"font-weight: 400\"> completo<\/span> <span style=\"font-weight: 400\">a un solo clic, aqu\u00ed te hacemos un peque\u00f1o adelanto de lo que te vas a encontrar. Los diez t\u00e9rminos que incluye son:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><i><span style=\"font-weight: 400\">Purpose marketing<\/span><\/i><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Meme marketing<\/span><\/li>\n<li style=\"font-weight: 400\"><i><span style=\"font-weight: 400\">Brand love\u00a0<\/span><\/i><\/li>\n<li style=\"font-weight: 400\"><i><span style=\"font-weight: 400\">Human-centric marketing<\/span><\/i><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Metaverso\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Hiperautomatizaci\u00f3n<\/span><\/li>\n<li style=\"font-weight: 400\"><i><span style=\"font-weight: 400\">M-commerce\u00a0<\/span><\/i><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Publicidad <\/span><i><span style=\"font-weight: 400\">in-game<\/span><\/i><\/li>\n<li style=\"font-weight: 400\"><i><span style=\"font-weight: 400\">Visual search\u00a0<\/span><\/i><\/li>\n<li style=\"font-weight: 400\"><i><span style=\"font-weight: 400\">Snack content<\/span><\/i><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400\">Del <\/span><i><span style=\"font-weight: 400\">purpose marketing\u2026<\/span><\/i><\/h3>\n<p><span style=\"font-weight: 400\">Este concepto pone el foco en la <\/span><a href=\"https:\/\/adevinta.es\/stories\/articles\/como-integrar-los-objetivos-de-desarrollo-sostenible-en-los-planes-estrategicos\" target=\"_blank\" rel=\"noopener\"><b>Responsabilidad Social Corporativa<\/b><\/a><span style=\"font-weight: 400\"> y en c\u00f3mo integrarla en la estrategia de una marca. \u00bfLas razones? Tu audiencia, tus empleados, tu cuenta de resultados y tu entorno.<\/span><\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29284 size-full\" src=\"https:\/\/adevinta.com\/app\/uploads\/sites\/2\/2023\/02\/Imagen-1.png\" alt=\"\" width=\"506\" height=\"432\" \/>\n<p><span style=\"font-weight: 400\">Y no solo eso, en este <\/span><i><span style=\"font-weight: 400\">ebook<\/span><\/i><span style=\"font-weight: 400\">, tambi\u00e9n te explicamos por qu\u00e9 es importante trabajar con un prop\u00f3sito a trav\u00e9s de <\/span><b>estrategias de <\/b><a href=\"https:\/\/adevinta.es\/stories\/articles\/purpose-marketing-que-es-como-integrarlo-en-la-estrategia\" target=\"_blank\" rel=\"noopener\"><b><i>purpose marketing<\/i><\/b><\/a><span style=\"font-weight: 400\"> y qu\u00e9 hoja de ruta deber\u00edas seguir para triunfar con ellas.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400\">\u2026Al <\/span><i><span style=\"font-weight: 400\">snack content<\/span><\/i><\/h3>\n<p><span style=\"font-weight: 400\">En el \u00faltimo cap\u00edtulo del <\/span><i><span style=\"font-weight: 400\">ebook <\/span><\/i><span style=\"font-weight: 400\">descubrir\u00e1s un poco m\u00e1s sobre el <\/span><a href=\"https:\/\/adevinta.es\/stories\/articles\/que-es-y-cuales-son-los-tipos-de-snack-content-mas-eficaces?utm_source=newsletter&amp;utm_medium=adnews&amp;utm_campaign=snack_content\" target=\"_blank\" rel=\"noopener\"><b><i>snack content<\/i><\/b><\/a><span style=\"font-weight: 400\">. Te contamos, en primer lugar, en qu\u00e9 consiste este tipo de contenido:\u00a0<\/span><\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29285 size-full\" src=\"https:\/\/adevinta.com\/app\/uploads\/sites\/2\/2023\/02\/imagen-2.png\" alt=\"\" width=\"728\" height=\"258\" \/>\n<p><span style=\"font-weight: 400\">Pero no solo eso, tambi\u00e9n te damos la f\u00f3rmula para crear piezas de <\/span><i><span style=\"font-weight: 400\">snack content <\/span><\/i><span style=\"font-weight: 400\">atractivas que te ayuden a conectar con los usuarios. Adem\u00e1s, te ense\u00f1amos cuatro ejemplos de <\/span><b>formatos <\/b><b><i>snack<\/i><\/b> <span style=\"font-weight: 400\">que triunfan como <\/span><i><span style=\"font-weight: 400\">quotes <\/span><\/i><span style=\"font-weight: 400\">o infograf\u00edas.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400\">Pasando por el <\/span><i><span style=\"font-weight: 400\">brand love <\/span><\/i><span style=\"font-weight: 400\">o el <\/span><i><span style=\"font-weight: 400\">m-commerce<\/span><\/i><\/h3>\n<p><span style=\"font-weight: 400\">Pero, entre el <\/span><i><span style=\"font-weight: 400\">purpose marketing<\/span><\/i><span style=\"font-weight: 400\"> y el <\/span><i><span style=\"font-weight: 400\">snack content, <\/span><\/i><span style=\"font-weight: 400\">el <\/span><i><span style=\"font-weight: 400\">ebook <\/span><\/i><span style=\"font-weight: 400\">de publicidad y marketing de Adevinta Spain incluye otros ocho t\u00e9rminos m\u00e1s. Por ejemplo, el concepto de <\/span><a href=\"https:\/\/adevinta.es\/stories\/articles\/el-uso-de-estrategias-brand-love-o-como-conquistar-al-consumidor\" target=\"_blank\" rel=\"noopener\"><b><i>brand love<\/i><\/b><\/a> <span style=\"font-weight: 400\">o el de <\/span><a href=\"https:\/\/adevinta.es\/stories\/articles\/m-commerce-que-es-por-que-utilizarlo-y-como-hacerlo\" target=\"_blank\" rel=\"noopener\"><b><i>m-commerce<\/i><\/b><\/a><b>.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400\">Las estrategias de <\/span><i><span style=\"font-weight: 400\">brand love<\/span><\/i><span style=\"font-weight: 400\">, tal y como descubrir\u00e1s en el <\/span><i><span style=\"font-weight: 400\">ebook<\/span><\/i><span style=\"font-weight: 400\">, tienen ventajas como el incremento de lealtad hacia la marca, la p\u00e9rdida de importancia del precio entre los consumidores o su transformaci\u00f3n en prescriptores de la marca.\u00a0<\/span><\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-29286 aligncenter\" src=\"https:\/\/adevinta.com\/app\/uploads\/sites\/2\/2023\/02\/Imagen-3.png\" alt=\"\" width=\"588\" height=\"480\" \/>\n<p><span style=\"font-weight: 400\">Por su parte, el <\/span><i><span style=\"font-weight: 400\">m-commerce <\/span><\/i><span style=\"font-weight: 400\">hace referencia a la adaptaci\u00f3n del <\/span><b>comercio electr\u00f3nico <\/b><span style=\"font-weight: 400\">a los dispositivos m\u00f3viles. \u00bfSab\u00edas que el 66\u00a0% de los internautas ha usado alguna vez el <\/span><i><span style=\"font-weight: 400\">smartphone <\/span><\/i><span style=\"font-weight: 400\">para comprar?\u00a0<\/span><\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-29287 aligncenter\" src=\"https:\/\/adevinta.com\/app\/uploads\/sites\/2\/2023\/02\/Imagen-4.png\" alt=\"\" width=\"784\" height=\"288\" \/>\n<p><span style=\"font-weight: 400\">As\u00ed que, si quieres descubrir estrategias innovadoras, razones y f\u00f3rmulas para implementarlas, no puedes perderte <\/span><i><span style=\"font-weight: 400\">Los 10 t\u00e9rminos de marketing y publicidad para estrategias de \u00e9xito <\/span><\/i><span style=\"font-weight: 400\">de Adevinta Spain.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<a href=\"https:\/\/observatoriopublicidad.adevinta.es\/#ebookmarketing\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29288 size-medium\" src=\"https:\/\/adevinta.com\/app\/uploads\/sites\/2\/2023\/02\/ebook-marketing-y-publicidad-cta-300x111.png\" alt=\"\" width=\"300\" height=\"111\" \/><\/a>\n<p>&nbsp;<\/p>\n<p><em>\u00bfConoces la\u00a0<strong>newsletter<\/strong>\u00a0mensual de\u00a0<strong>publicidad y marketing digital<\/strong>\u00a0de Adevinta? \u00a1Suscr\u00edbete\u00a0<\/em><a href=\"https:\/\/observatoriopublicidad.adevinta.es\/contacto\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>aqu\u00ed<\/em><\/a><em>\u00a0y no te pierdas las novedades del sector!<\/em><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La publicidad digital es innovaci\u00f3n. Es tendencia. Es sostenibilidad. Es evoluci\u00f3n. Es, en definitiva, un sector de cambios constantes, siempre, de la mano de los usuarios. Una vor\u00e1gine en la que para los profesionales son muy \u00fatiles las gu\u00edas e informes que les ayudan a marcar el rumbo y enfocar sus esfuerzos. Y, precisamente con [&hellip;]<\/p>\n","protected":false},"featured_media":229283,"template":"","categories":[],"classification":[145],"culture":[],"class_list":["post-429281","story","type-story","status-publish","has-post-thumbnail","hentry","classification-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>El ebook de marketing y publicidad para estrategias en 2023<\/title>\n<meta name=\"description\" content=\"En este ebook de marketing y publicidad te descubrimos diez conceptos clave para hacer estrategias de \u00e9xito.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/adevinta.com\/es\/cuentos\/articulos\/ebook-de-marketing-y-publicidad-para-estrategias-en-2023\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" 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