{"id":1683,"date":"2022-04-20T14:50:01","date_gmt":"2022-04-20T14:50:01","guid":{"rendered":"https:\/\/usheru.com\/?p=1683"},"modified":"2023-04-27T10:05:03","modified_gmt":"2023-04-27T10:05:03","slug":"the-future-of-film-marketing-is-audience-data","status":"publish","type":"post","link":"https:\/\/usheru.com\/es\/2022\/04\/20\/the-future-of-film-marketing-is-audience-data\/","title":{"rendered":"El futuro del marketing cinematogr\u00e1fico son los datos de audiencia"},"content":{"rendered":"

C\u00f3mo establecer relaciones directas con los fans para crear nuevos canales de marketing eficaces y ahorrar dinero<\/strong><\/p>\n\n\n\n

El panorama de la distribuci\u00f3n ha cambiado radicalmente: la mayor fluidez de los plazos de estreno ha abierto oportunidades a la mayor\u00eda de los distribuidores, pero esta flexibilidad a\u00fan no se ha traducido en una reducci\u00f3n de los costes o un aumento de los ingresos. En un mundo en el que los consumidores no saben c\u00f3mo ni d\u00f3nde se estrenar\u00e1n las pel\u00edculas, resulta m\u00e1s dif\u00edcil generar una llamada a la acci\u00f3n potente y un mensaje coherente.<\/p>\n\n\n\n

Adem\u00e1s, el nivel de competencia por captar la atenci\u00f3n de los clientes ha alcanzado proporciones sin precedentes. Se calcula que cada uno de nosotros recibe hasta 10.000 mensajes publicitarios al d\u00eda.<\/em><\/strong> Centr\u00e1ndonos solo en el entretenimiento, las llamadas guerras del streaming que se libran entre los gigantes del entretenimiento y la tecnolog\u00eda hacen que sea mucho m\u00e1s dif\u00edcil encontrar oportunidades transaccionales, ya sea a la carta o en el cine (aparte de las grandes franquicias como Bond). Al fin y al cabo, el tiempo de ocio es limitado, por lo que Netflix ha puesto sus ojos en la industria de los videojuegos (habiendo identificado previamente Fortnite y Sleep como sus principales competidores).<\/p>\n\n\n\n

A pesar de todas las ventajas del marketing digital -y ha habido muchas-, estrenar pel\u00edculas con \u00e9xito nunca ha sido tan dif\u00edcil. El panorama del entretenimiento es m\u00e1s competitivo que nunca y la eficacia del marketing es m\u00e1s vital que nunca.<\/strong><\/p>\n\n\n\n

Eso significa que ya no podemos hacer las cosas como las hemos hecho tradicionalmente.<\/h2>\n\n\n\n

Tradicionalmente, cada nuevo lanzamiento es como una puesta en marcha. Se fija el posicionamiento, se crea la estrategia y luego se ejecuta la campa\u00f1a para construir una audiencia desde cero. La demencial realidad es que los distribuidores gastan millones de d\u00f3lares cada a\u00f1o para construir audiencias con las que no tienen ninguna relaci\u00f3n y, en \u00faltima instancia, disponen de pocos datos concretos sobre qui\u00e9nes son y qu\u00e9 les mueve.<\/p>\n\n\n\n

El marketing digital y las redes sociales han creado oportunidades incre\u00edbles para un marketing m\u00e1s eficiente y responsable, reduciendo costes y proporcionando m\u00e1s datos a cambio. El seguimiento en l\u00ednea, potenciado por las cookies de terceros, ha proporcionado un bucle de retroalimentaci\u00f3n fiable (aunque estos principios de retargeting, tan comunes en otros sectores, siguen infrautilizados en el cine).<\/p>\n\n\n\n

Sin embargo, incluso en el \u00e1mbito digital, se aplica el mismo principio: crear audiencia (quiz\u00e1s en una plataforma ajena, como una red social) y luego ver c\u00f3mo se te escapa de las manos.<\/p>\n\n\n\n

Y ahora el marketing digital tambi\u00e9n est\u00e1 cambiando.<\/p>\n\n\n\n

Las cookies de terceros ya han quedado obsoletas en Safari y Firefox, y el mayor navegador del mundo, Google Chrome, ha confirmado que har\u00e1 lo propio a principios del pr\u00f3ximo a\u00f1o.<\/p>\n\n\n\n

\u00bfQu\u00e9 significa esto? A corto plazo, al menos, el marketing digital va a ser m\u00e1s caro y la publicidad en l\u00ednea ser\u00e1 m\u00e1s dif\u00edcil de dirigir al p\u00fablico objetivo.<\/p>\n\n\n\n

Todos estos avances apuntan en una sola direcci\u00f3n: los distribuidores deben empezar a construir sus propios datos de audiencia.<\/p>\n\n\n\n

\u00bfQu\u00e9 quiero decir con datos de origen?<\/h2>\n\n\n\n

FPD puede sonar un poco fr\u00edo, pero de lo que estamos hablando aqu\u00ed es de personas a las que les gustan tus pel\u00edculas. Puede tomar diferentes formas (las direcciones de correo electr\u00f3nico son el est\u00e1ndar de oro aqu\u00ed), pero en \u00faltima instancia se trata de datos que se recogen y utilizan para su audiencia para mejorar su comercializaci\u00f3n para futuros lanzamientos.<\/p>\n\n\n\n

\u00bfC\u00f3mo conseguirlo?<\/h2>\n\n\n\n

He aqu\u00ed algunas de las mejores pr\u00e1cticas que hemos desarrollado en usheru:<\/p>\n\n\n\n

    \n
  1. Cree una plataforma \u00fanica a la que env\u00ede todo su tr\u00e1fico de marketing (que tenga los horarios de las pel\u00edculas y la informaci\u00f3n de streaming)<\/li>\n\n\n\n
  2. Realice un seguimiento de todas sus campa\u00f1as mediante una UTM y rev\u00edselas peri\u00f3dicamente para asegurarse de que comprende de d\u00f3nde procede su audiencia.<\/li>\n\n\n\n
  3. Controle el momento de la compra En otras palabras, considere la posibilidad de incluir en la plataforma un sistema integrado de venta de entradas y\/o su propio reproductor de v\u00eddeo a la carta. As\u00ed no solo sabr\u00e1 qui\u00e9n est\u00e1 interesado, sino qui\u00e9n es un cliente real.<\/li>\n\n\n\n
  4. Cree oportunidades de intercambio de valor. Concursos, concursos, actualizaciones: todos tienen valor para el p\u00fablico y una raz\u00f3n para que compartan sus datos con usted.<\/li>\n<\/ol>\n\n\n\n
    \"distributors\"\/<\/figure>\n\n\n\n

    En \u00faltima instancia, el paso a los datos de origen supone un cambio de mentalidad para la distribuci\u00f3n. Un cambio significativo de pensar en las audiencias como n\u00fameros y\/o para que otros socios se ocupen de ellas; a una relaci\u00f3n a largo plazo con el cliente y su activo n\u00famero uno como empresa. Puede parecer abrumador, pero s\u00f3lo hacen falta unos sencillos ajustes para empezar a recorrer este camino.<\/p>\n\n\n\n

    Nuestra misi\u00f3n en usheru es ayudar a las empresas de entretenimiento a realizar esta transici\u00f3n tan necesaria. Nos encantar\u00eda explicarte c\u00f3mo lo hacemos y mostrarte c\u00f3mo una estrategia de datos de origen puede revolucionar tu negocio.\u00a0Entrar <\/a>toque<\/a> con un experto del sector.<\/p>","protected":false},"excerpt":{"rendered":"

    C\u00f3mo establecer relaciones directas con los fans para crear nuevos canales de marketing eficaces y ahorrar dinero<\/p>","protected":false},"author":2,"featured_media":1684,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[34,35],"tags":[17,18],"class_list":["post-1683","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news","category-top-tips","tag-distributors","tag-national-film-bodies","entry","has-media"],"acf":[],"yoast_head":"\nThe Future of Film Marketing is Audience Data - 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