{"id":887,"date":"2011-07-21T13:39:35","date_gmt":"2011-07-21T12:39:35","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=887"},"modified":"2019-06-10T21:22:37","modified_gmt":"2019-06-10T20:22:37","slug":"door-drop-marketing","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/es\/business-marketing\/door-drop-marketing\/","title":{"rendered":"No deje caer las gotas para las puertas: el valor del marketing directo impreso"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nDecir hola al marketing digital significa decir adi\u00f3s al marketing directo impreso, \u00bfverdad?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-21892\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2011\/07\/door-drops-poster.png\" alt=\"imagen destacada de cabecera para la entrada del blog door drop\" width=\"600\" height=\"900\" \/><\/p>\n<p>Error. Al menos, no seg\u00fan Royal Mail, cuyo nuevo servicio de correo interactivo (dirigido con precisi\u00f3n <a href=\"https:\/\/www.royalmail.com\/business\/services\/sending\/specialist-services\/door-to-door\">Marketing directo puerta a puerta<\/a> campa\u00f1as impresas que pueden vincularse al ciberespacio) est\u00e1 teniendo un \u00e9xito sorprendente en un momento en que parece que otros medios de marketing, como el marketing por correo electr\u00f3nico y el marketing m\u00f3vil, etc., est\u00e1n de moda.<\/p>\n<p>Pero, dado que a Royal Mail le interesa promocionar su nuevo servicio interactivo, lo dir\u00edan, \u00bfno?<\/p>\n<p>Bueno, s\u00ed, pero los \u00edndices de \u00e9xito de las campa\u00f1as de Marketing Directo (com\u00fanmente denominadas \"campa\u00f1as de DM\"), lanzadas, gestionadas, seguidas y luego revisadas por todo tipo de empresas del Reino Unido hacen del DM una t\u00e1ctica que ninguna empresa deber\u00eda ignorar.<\/p>\n<p>Es un error considerar que las campa\u00f1as de DM impresas son \"independientes\" de las campa\u00f1as en l\u00ednea. \u00bfPor qu\u00e9? Porque ahora, con un solo escaneo de su Smartphone, su <a title=\"Folletos impresos\" href=\"https:\/\/www.solopress.com\/blog\/es\/folletos-volantes\/\">folleto,<\/a>\u00a0<a href=\"https:\/\/www.solopress.com\/blog\/es\/business-stationery\/envelopes\/\">sobre<\/a>o cualquier otro tipo de buzoneo puede llevar a sus clientes a\u00fan m\u00e1s lejos, hasta el coraz\u00f3n de su espacio web y M\u00c1S ALL\u00c1...<\/p>\n<p>Las tasas de \u00e9xito de las campa\u00f1as de DM pueden variar, por supuesto, en funci\u00f3n de una serie de factores. Pero, sin duda, su prioridad n\u00famero uno a la hora de dise\u00f1ar, orquestar y realizar el seguimiento de una campa\u00f1a de DM es hacer que la informaci\u00f3n que env\u00eda a los clientes potenciales sea \u00fatil. Adem\u00e1s, cuando les hable de sus productos o servicios, intente decirlo de forma diferente a sus competidores y presente la informaci\u00f3n tambi\u00e9n de forma diferente.<\/p>\n<p>Si hace que su sobre sea atractivo y ofrece al destinatario una muestra de la oferta especial que contiene, puede aumentar su tasa de respuesta t\u00edpica hasta alrededor de 3% - 4% (desde la tasa de respuesta de 1% - 2% que suele conseguir un sobre C4 blanco liso con un franqueo comercial rojo y que contiene una carta y un par de folletos).<\/p>\n<p>Si su campa\u00f1a de marketing est\u00e1 dise\u00f1ada para que los clientes potenciales se dirijan en masa a su sitio web, antes de enviar el material de marketing impreso, aseg\u00farese de que haya una p\u00e1gina de destino s\u00f3lida esperando su visita. (Si prefieres que llamen, \u00bfqu\u00e9 te parece habilitar una l\u00ednea telef\u00f3nica exclusiva como parte de tu campa\u00f1a?)<\/p>\n<p>La p\u00e1gina de aterrizaje de su sitio web puede incluir informaci\u00f3n sobre su nuevo producto, un v\u00eddeo de instrucciones de uso, una funci\u00f3n que permita a los clientes \"registrarse para recibir actualizaciones\" e incluso un sistema de comentarios.<\/p>\n<p>Por supuesto, el tema de su p\u00e1gina de destino debe ser f\u00e1cilmente identificable como \"vinculado\" a su material impreso, adem\u00e1s de estar redactado de forma persuasiva para animar a los clientes potenciales a comprar; lo que nos lleva, amigos, a las llamadas a la acci\u00f3n...<\/p>\n<p>El marketing directo impreso y en l\u00ednea sin una llamada a la acci\u00f3n es un poco como un chiste sin remate o una pel\u00edcula de suspense sin cl\u00edmax: todo iba tan bien hasta el final, cuando el p\u00fablico se da cuenta de que no tiene nada ante lo que reaccionar y todo el proceso ha sido una p\u00e9rdida de tiempo. As\u00ed que aseg\u00farese de a\u00f1adir una llamada a la acci\u00f3n a su DM que haga que la gente reaccione, o m\u00e1s bien ACT\u00daE: que le llame, que le env\u00ede un correo electr\u00f3nico, que haga un pedido AHORA en una oferta limitada en el tiempo \"antes de que alguien m\u00e1s lo haga\", \"antes de que se acabe el tiempo\", \"antes de que se agoten las existencias\", antes de que el producto o servicio que vende \"vuelva a su precio completo a medianoche del pr\u00f3ximo viernes, cuando la luna (y la cartera de pedidos) estar\u00e1 llena\".<\/p>\n<p>\u00bfCapaz?<!--\/codes_iframe--><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":13,"featured_media":21892,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-887","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Value and Benefits of Direct Marketing | Solopress<\/title>\n<meta name=\"description\" content=\"Printed and online Direct Marketing without a call-to-action is a bit like a joke without a punch- line, or a thriller without a climax.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/es\/marketing-empresarial\/door-drop-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Value and Benefits of Direct Marketing | Solopress\" \/>\n<meta property=\"og:description\" content=\"Printed and online Direct Marketing without a call-to-action is a bit like a joke without a punch- line, or a thriller without a climax.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/es\/marketing-empresarial\/door-drop-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2011-07-21T12:39:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-06-10T20:22:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2011\/07\/door-drops-poster.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Aron Priest\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aron Priest\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/door-drop-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/door-drop-marketing\/\"},\"author\":{\"name\":\"Aron Priest\",\"@id\":\"https:\/\/www.solopress.com\/blog\/#\/schema\/person\/48b967ba047cb36781b5820a5bc366a2\"},\"headline\":\"Don\u2019t drop the door drops &#8211; 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