{"id":8018,"date":"2025-05-29T19:58:33","date_gmt":"2025-05-29T19:58:33","guid":{"rendered":"https:\/\/www.latamdigitalmarketing.com\/blog\/?page_id=8018"},"modified":"2025-07-08T22:11:38","modified_gmt":"2025-07-08T22:11:38","slug":"diferencias","status":"publish","type":"page","link":"https:\/\/www.latamdigitalmarketing.com\/blog\/performance-marketing\/fundamentos\/diferencias\/","title":{"rendered":"Diferencias entre el marketing tradicional y el performance marketing- N3"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"8018\" class=\"elementor elementor-8018\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-77d70e5 e-flex e-con-boxed e-con e-parent\" data-id=\"77d70e5\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7f223ab elementor-widget elementor-widget-template\" data-id=\"7f223ab\" data-element_type=\"widget\" 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target=\"_blank\">Servicios<\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcb4ebd elementor-widget elementor-widget-heading\" data-id=\"bcb4ebd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/latamdigitalmarketing.com\/#clients\" target=\"_blank\">Clientes<\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e46d7fc elementor-widget elementor-widget-heading\" data-id=\"e46d7fc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/latamdigitalmarketing.com\/#connect-dots\" target=\"_blank\"> Metodolog\u00eda <\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div 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data-id=\"79dbf99\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/www.latamdigitalmarketing.com\/blog\/contacto\" target=\"_blank\">Hablemos<\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0607301 elementor-widget elementor-widget-html\" data-id=\"0607301\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div id=\"burger\" class=\"burger py-3\"><button type=\"button\" title=\"Menu\" class=\"burger-button my-auto\"><span class=\"hidden\">Toggle menu<\/span><span class=\"burger-bar burger-bar--1\"><\/span><span class=\"burger-bar burger-bar--2\"><\/span><span class=\"burger-bar burger-bar--3\"><\/span><\/button><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a4a8a54 e-flex e-con-boxed e-con e-parent\" data-id=\"a4a8a54\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-8207055 e-con-full e-flex e-con e-child\" data-id=\"8207055\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bbd77a7 elementor-widget elementor-widget-image\" data-id=\"bbd77a7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"525\" height=\"697\" src=\"https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/05\/performanceN3_01-771x1024.png\" class=\"attachment-large size-large wp-image-8020\" alt=\"Diferencias entre marketing tradicional y performance marketing\" srcset=\"https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/05\/performanceN3_01-771x1024.png 771w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/05\/performanceN3_01-226x300.png 226w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/05\/performanceN3_01-113x150.png 113w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/05\/performanceN3_01-768x1020.png 768w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/05\/performanceN3_01.png 800w\" sizes=\"100vw\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0642544 e-con-full e-flex e-con e-child\" data-id=\"0642544\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-b76b8e6 e-con-full e-flex e-con e-child\" data-id=\"b76b8e6\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e0511be elementor-widget elementor-widget-heading\" data-id=\"e0511be\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Diferencias entre el marketing tradicional y el performance marketing<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f601ae8 e-con-full e-flex e-con e-child\" data-id=\"f601ae8\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fc66267 elementor-widget elementor-widget-heading\" data-id=\"fc66267\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\"><h2 data-elementor-setting-key=\"title\" data-pen-placeholder=\"Teclea aqu\u00ed...\" style=\"font-weight: 600;font-family: sans-serif\">\u00bfQu\u00e9 es el marketing tradicional?<span style=\"font-family: Roboto, sans-serif;font-size: 0.9375rem\"><\/span><\/h2><\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b951d28 elementor-widget elementor-widget-text-editor\" data-id=\"b951d28\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Recuerda que e<\/span><b>l marketing tradicional, tambi\u00e9n conocido como ATL, Above The Line, se caracteriza por utilizar estrategias de comunicaci\u00f3n unidireccionales y masivas<\/b><span style=\"font-weight: 400;\">; este tipo de mercadotecnia usa medios masivos tradicionales para llegar a una audiencia amplia.<\/span><\/p><p><b>Cabe se\u00f1alar que aqu\u00ed puede utilizarse el t\u00e9rmino <\/b><b><i>Spray &amp; Pray<\/i><\/b><span style=\"font-weight: 400;\">; que describe una estrategia <\/span><b>poco segmentada, masiva y gen\u00e9rica<\/b><span style=\"font-weight: 400;\">, en la que se lanza un mensaje a una gran audiencia con la <\/span><b>esperanza de que funcione en alg\u00fan segmento<\/b><span style=\"font-weight: 400;\">, sin una base clara en datos o segmentaci\u00f3n.<\/span><\/p><p><span style=\"font-weight: 400;\">Asimismo, aunque ATL sigue siendo \u00fatil para <\/span><b>generar awareness de marca<\/b><span style=\"font-weight: 400;\">, su <\/span><b>efectividad ha sido cuestionada<\/b><span style=\"font-weight: 400;\"> en especial para negocios digitales y ecommerce, donde se espera que cada peso invertido retorne en forma de resultados medibles como clics, registros o ventas.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5da1765 elementor-widget elementor-widget-heading\" data-id=\"5da1765\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Canales y caracter\u00edsticas principales<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b22e8e elementor-widget elementor-widget-text-editor\" data-id=\"2b22e8e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Medios utilizados<\/b><span style=\"font-weight: 400;\">: Televisi\u00f3n, radio, prensa escrita, cine, vallas publicitarias, entre otros.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Enfoque<\/b><span style=\"font-weight: 400;\">: Construcci\u00f3n de marca a largo plazo.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Medici\u00f3n<\/b><span style=\"font-weight: 400;\">: Dif\u00edcil de cuantificar con precisi\u00f3n.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b style=\"font-size: 1rem;\">Interacci\u00f3n<\/b><span style=\"font-weight: 400;\">: Limitada; la comunicaci\u00f3n es unidireccional.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e04921a elementor-widget elementor-widget-heading\" data-id=\"e04921a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Limitaciones de este modelo tradicional<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7baf2de elementor-widget elementor-widget-text-editor\" data-id=\"7baf2de\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Alcance impreciso<\/b><span style=\"font-weight: 400;\">: Dificultad para segmentar audiencias espec\u00edficas.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Medici\u00f3n de resultados<\/b><span style=\"font-weight: 400;\">: Escasa capacidad para evaluar el retorno de inversi\u00f3n, ROI.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Costo elevado<\/b><span style=\"font-weight: 400;\">: Alto valor de producci\u00f3n y distribuci\u00f3n.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b style=\"font-size: 1rem;\">Interactividad limitada<\/b><span style=\"font-weight: 400;\">: Escasa retroalimentaci\u00f3n directa por parte del consumidor.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d643487 elementor-widget elementor-widget-heading\" data-id=\"d643487\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"> \u00bfQu\u00e9 es el performance marketing?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7bd0a7d elementor-widget elementor-widget-text-editor\" data-id=\"7bd0a7d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Por otra parte, <\/span><b>el performance marketing o BTL, Below The Line, es una estrategia digital no masiva y bien segmentada que se basa en el pago por resultados espec\u00edficos, como clics, registros o ventas<\/b><span style=\"font-weight: 400;\">. A diferencia del marketing tradicional, se enfoca en acciones medibles a trav\u00e9s de algunas Key Performance Indicator, KPIs:<\/span><\/p><p><span style=\"font-weight: 400;\">Cabe se\u00f1alar que el t\u00e9rmino <\/span><b>BTL<\/b><span style=\"font-weight: 400;\"> surge en el mundo del marketing como una forma de clasificar las acciones promocionales que no utilizan medios masivos; con el auge de lo digital, <\/span><b>BTL evolucion\u00f3 hacia estrategias a\u00fan m\u00e1s segmentadas<\/b><span style=\"font-weight: 400;\">, basadas en datos y con una l\u00f3gica centrada en el rendimiento. As\u00ed nace lo que hoy conocemos como <\/span><b>Performance Marketing<\/b><span style=\"font-weight: 400;\">, una evoluci\u00f3n natural del BTL en el entorno digital. Pero \u00bfcu\u00e1les son sus ventajas?<\/span><\/p><p>Da clic y profundiza en<span style=\"color: #0000ff;\"> <a style=\"color: #0000ff;\" href=\"https:\/\/www.latamdigitalmarketing.com\/blog\/performance-marketing\/fundamentos\/que-es\/\" target=\"_blank\" rel=\"noopener nofollow noreferrer\">qu\u00e9 es el performance marketing<\/a><\/span>. Expande tu conocimiento.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-89c3008 elementor-widget elementor-widget-heading\" data-id=\"89c3008\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Medici\u00f3n en tiempo real<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b4f3572 elementor-widget elementor-widget-text-editor\" data-id=\"b4f3572\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Este tipo de mercadotecnia permite monitorear y ajustar campa\u00f1as de manera inmediata<\/b><span style=\"font-weight: 400;\">, optimizando el gasto publicitario y maximizando el retorno de inversi\u00f3n, ROI.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b3570f elementor-widget elementor-widget-heading\" data-id=\"5b3570f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Optimizaci\u00f3n y foco en resultados: ROAS, CPA<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b22d7ed elementor-widget elementor-widget-text-editor\" data-id=\"b22d7ed\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.latamdigitalmarketing.com\/blog\/performance-marketing\/estrategias\/incrementar-roas\/\"><b>ROAS (Return on Ad Spend)<\/b><\/a><span style=\"font-weight: 400;\">: Mide los ingresos generados por cada peso invertido en publicidad.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b style=\"font-size: 1rem;\">CPA (Cost Per Acquisition)<\/b><span style=\"font-weight: 400;\">: Eval\u00faa el costo por cada conversi\u00f3n obtenida.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af7c8ed elementor-widget elementor-widget-heading\" data-id=\"af7c8ed\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00bfC\u00f3mo pas\u00f3 de ATL a BTL?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e5cafeb elementor-widget elementor-widget-text-editor\" data-id=\"e5cafeb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Se dice que, a medida que los consumidores se volvieron m\u00e1s exigentes y los medios digitales comenzaron a crecer, <\/span><b>el marketing necesit\u00f3 ser m\u00e1s preciso, interactivo y medible<\/b><span style=\"font-weight: 400;\">. As\u00ed naci\u00f3 o se potenci\u00f3 el enfoque <\/span><b>BTL<\/b><span style=\"font-weight: 400;\">, que pas\u00f3 de ser una t\u00e1ctica secundaria a convertirse en una estrategia clave.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-046a54a elementor-widget elementor-widget-heading\" data-id=\"046a54a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Comparativa directa<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bd74069 elementor-widget elementor-widget-heading\" data-id=\"bd74069\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Canales usados<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00476f4 elementor-widget elementor-widget-text-editor\" data-id=\"00476f4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<table style=\"border-collapse: collapse; width: 100%;\"><tbody><tr><td style=\"width: 27.2532%;\"><p><b>Aspecto<\/b><\/p><\/td><td style=\"width: 38.6266%;\"><p><b>Marketing tradicional<\/b><\/p><\/td><td style=\"width: 33.691%;\"><p><b>Performance marketing<\/b><\/p><\/td><\/tr><tr><td style=\"width: 27.2532%;\"><p><span style=\"font-weight: 400;\">Medios utilizados<\/span><\/p><\/td><td style=\"width: 38.6266%;\"><p><span style=\"font-weight: 400;\">Televisi\u00f3n, radio, prensa escrita, vallas publicitarias.<\/span><\/p><\/td><td style=\"width: 33.691%;\"><p><span style=\"font-weight: 400;\">Canales digitales como buscadores, redes sociales, email marketing.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 27.2532%;\"><p><span style=\"font-weight: 400;\">Estrategia de segmentaci\u00f3n<\/span><\/p><\/td><td style=\"width: 38.6266%;\"><p><span style=\"font-weight: 400;\">Difusi\u00f3n amplia sin hipersegmentaci\u00f3n; basada en datos demogr\u00e1ficos generales.<\/span><\/p><\/td><td style=\"width: 33.691%;\"><p><span style=\"font-weight: 400;\">Segmentaci\u00f3n din\u00e1mica y precisa basada en datos en tiempo real y\u00a0 comportamientos online.\u00a0<\/span><\/p><\/td><\/tr><tr><td style=\"width: 27.2532%;\"><p><span style=\"font-weight: 400;\">Nivel de interactividad<\/span><\/p><\/td><td style=\"width: 38.6266%;\"><p><span style=\"font-weight: 400;\">Comunicaci\u00f3n unidireccional: La marca emite y el p\u00fablico recibe.<\/span><\/p><\/td><td style=\"width: 33.691%;\"><p><span style=\"font-weight: 400;\">Comunicaci\u00f3n bidireccional: Permite interacci\u00f3n directa, feedback y personalizaci\u00f3n en tiempo real.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 27.2532%;\"><p><span style=\"font-weight: 400;\">Adaptabilidad<\/span><\/p><\/td><td style=\"width: 38.6266%;\"><p><span style=\"font-weight: 400;\">Baja: los mensajes y medios son fijos una vez lanzada la campa\u00f1a.<\/span><\/p><\/td><td style=\"width: 33.691%;\"><p><span style=\"font-weight: 400;\">Alta: Las campa\u00f1as pueden optimizarse constantemente seg\u00fan el rendimiento.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 27.2532%;\"><p><span style=\"font-weight: 400;\">Ejemplos de uso<\/span><\/p><\/td><td style=\"width: 38.6266%;\"><p><span style=\"font-weight: 400;\">Campa\u00f1as de branding en TV o radio nacional, anuncios impresos masivos.<\/span><\/p><\/td><td style=\"width: 33.691%;\"><p><span style=\"font-weight: 400;\">Campa\u00f1as con objetivo de conversi\u00f3n en Google Ads, campa\u00f1as de retargeting en redes sociales, email automatizado.<\/span><\/p><\/td><\/tr><\/tbody><\/table>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af309e0 elementor-widget elementor-widget-heading\" data-id=\"af309e0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Modelos de inversi\u00f3n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9ab369 elementor-widget elementor-widget-text-editor\" data-id=\"e9ab369\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<table style=\"border-collapse: collapse; width: 100%;\"><tbody><tr><td style=\"width: 31.9079%;\"><p><b>Aspecto<\/b><\/p><\/td><td style=\"width: 31.9079%;\"><p><b>Marketing tradicional<\/b><\/p><\/td><td style=\"width: 36.1842%;\"><p><b>Performance marketing<\/b><\/p><\/td><\/tr><tr><td style=\"width: 31.9079%;\"><p><b>Pago<\/b><\/p><\/td><td style=\"width: 31.9079%;\"><p><span style=\"font-weight: 400;\">Por espacio o tiempo.<\/span><\/p><\/td><td style=\"width: 36.1842%;\"><p><span style=\"font-weight: 400;\">Por acci\u00f3n, ya sea CPC (Coste por clic), o CPA (Costo por adquisici\u00f3n)<\/span><\/p><\/td><\/tr><tr><td style=\"width: 31.9079%;\"><p><b>Riesgo<\/b><\/p><\/td><td style=\"width: 31.9079%;\"><p><span style=\"font-weight: 400;\">Alto, sin garant\u00edas.<\/span><\/p><\/td><td style=\"width: 36.1842%;\"><p><span style=\"font-weight: 400;\">Bajo, basado en resultados.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 31.9079%;\"><p><b>Flexibilidad<\/b><\/p><\/td><td style=\"width: 31.9079%;\"><p><span style=\"font-weight: 400;\">Baja, campa\u00f1as largas.<\/span><\/p><\/td><td style=\"width: 36.1842%;\"><p><span style=\"font-weight: 400;\">Alta, ajustes en tiempo real.<\/span><\/p><\/td><\/tr><\/tbody><\/table>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24918f2 elementor-widget elementor-widget-heading\" data-id=\"24918f2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Medici\u00f3n y reporting<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7b49878 elementor-widget elementor-widget-text-editor\" data-id=\"7b49878\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<table style=\"border-collapse: collapse; width: 100%;\"><tbody><tr><td style=\"width: 32.9513%;\"><p><b>Aspecto<\/b><\/p><\/td><td style=\"width: 34.6705%;\"><p><b>Marketing tradicional<\/b><\/p><\/td><td style=\"width: 32.3782%;\"><p><b>Performance marketing<\/b><\/p><\/td><\/tr><tr><td style=\"width: 32.9513%;\"><p><b>M\u00e9tricas<\/b><\/p><\/td><td style=\"width: 34.6705%;\"><p><span style=\"font-weight: 400;\">GRPs (Puntos de Rating Bruto), alcance, impresiones.<\/span><\/p><\/td><td style=\"width: 32.3782%;\"><p><span style=\"font-weight: 400;\">Conversiones, CTR (Click-Through Rate), ROAS (Return on Ad Spend), CPA (Cost Per Acquisition)<\/span><\/p><\/td><\/tr><tr><td style=\"width: 32.9513%;\"><p><b>Herramientas<\/b><\/p><\/td><td style=\"width: 34.6705%;\"><p><span style=\"font-weight: 400;\">Encuestas, estudios de mercado, datos demogr\u00e1ficos.<\/span><\/p><\/td><td style=\"width: 32.3782%;\"><p><span style=\"font-weight: 400;\">Herramientas anal\u00edticas como Google Analytics.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 32.9513%;\"><p><b>Tiempo de respuesta<\/b><\/p><\/td><td style=\"width: 34.6705%;\"><p><span style=\"font-weight: 400;\">Largo, post-campa\u00f1a.<\/span><\/p><\/td><td style=\"width: 32.3782%;\"><p><span style=\"font-weight: 400;\">Inmediato, durante la campa\u00f1a. Datos en tiempo real.<\/span><\/p><\/td><\/tr><\/tbody><\/table>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9cdb67d elementor-widget elementor-widget-heading\" data-id=\"9cdb67d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"> Relaci\u00f3n con el cliente<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f716094 elementor-widget elementor-widget-text-editor\" data-id=\"f716094\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<table style=\"border-collapse: collapse; width: 100%;\"><tbody><tr><td style=\"width: 32.9577%;\"><p><b>Aspecto<\/b><\/p><\/td><td style=\"width: 34.6479%;\"><p><b>Marketing tradicional<\/b><\/p><\/td><td style=\"width: 32.1127%;\"><p><b>Performance marketing<\/b><\/p><\/td><\/tr><tr><td style=\"width: 32.9577%;\"><p><b>Comunicaci\u00f3n<\/b><\/p><\/td><td style=\"width: 34.6479%;\"><p><span style=\"font-weight: 400;\">Unidireccional.<\/span><\/p><\/td><td style=\"width: 32.1127%;\"><p><span style=\"font-weight: 400;\">Bidireccional, personalizada.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 32.9577%;\"><p><b>Feedback<\/b><\/p><\/td><td style=\"width: 34.6479%;\"><p><span style=\"font-weight: 400;\">Indirecto, a trav\u00e9s de estudios.<\/span><\/p><\/td><td style=\"width: 32.1127%;\"><p><span style=\"font-weight: 400;\">Directo, en tiempo real.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 32.9577%;\"><p><b>Fidelizaci\u00f3n<\/b><\/p><\/td><td style=\"width: 34.6479%;\"><p><span style=\"font-weight: 400;\">A largo plazo.<\/span><\/p><\/td><td style=\"width: 32.1127%;\"><p><span style=\"font-weight: 400;\">A corto y medio plazo, con estrategias de retargeting.<\/span><\/p><\/td><\/tr><\/tbody><\/table>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b146c74 elementor-widget elementor-widget-heading\" data-id=\"b146c74\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Embudo de conversi\u00f3n: Marketing tradicional vs performance marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23c5ad8 elementor-widget elementor-widget-text-editor\" data-id=\"23c5ad8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Recuerda que <\/span><b>el embudo de conversi\u00f3n es un modelo para visualizar el proceso que sigue un consumidor desde que conoce una marca hasta que realiza una compra<\/b><span style=\"font-weight: 400;\">. Sin embargo, el enfoque tradicional y el performance marketing interpretan y utilizan este embudo de manera muy distinta, especialmente en c\u00f3mo gestionan el customer journey o recorrido del cliente:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df1353d elementor-widget elementor-widget-heading\" data-id=\"df1353d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">En marketing tradicional<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59e5007 elementor-widget elementor-widget-text-editor\" data-id=\"59e5007\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><p><span style=\"font-weight: 400;\">El embudo suele ser lineal y generalizado, con poca segmentaci\u00f3n entre etapas.<\/span><\/p><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><p><span style=\"font-weight: 400;\">Las acciones se concentran en las fases altas del embudo a trav\u00e9s de medios ATL como TV, radio o prensa.<\/span><\/p><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><p><span style=\"font-weight: 400;\">El customer journey no se rastrea en detalle, se asume que el mensaje impactar\u00e1 eventualmente al consumidor.<\/span><\/p><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><p><span style=\"font-weight: 400;\">Se mide por indicadores como GRPs o cobertura, pero sin trazabilidad del comportamiento individual.<\/span><\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a330cb9 elementor-widget elementor-widget-heading\" data-id=\"a330cb9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">En performance marketing<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-788fafb elementor-widget elementor-widget-text-editor\" data-id=\"788fafb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"list-style-type: none;\"><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><p><span style=\"font-weight: 400;\">El embudo es din\u00e1mico y adaptable: Se ajusta en funci\u00f3n de datos en tiempo real y comportamiento del usuario.<\/span><\/p><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><p><span style=\"font-weight: 400;\">Cada etapa del customer journey es identificable y activable: Desde el primer clic hasta la recompra o fidelizaci\u00f3n.<\/span><\/p><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><p><span style=\"font-weight: 400;\">Las campa\u00f1as se dise\u00f1an para mover al usuario por el embudo con precisi\u00f3n, utilizando segmentaci\u00f3n din\u00e1mica, retargeting y automatizaci\u00f3n.<\/span><\/p><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><p><span style=\"font-weight: 400;\">Se mide con KPIs accionables como CPA, ROAS y CTR, lo que permite optimizar cada etapa del journey.<\/span><\/p><\/li><\/ul><\/li><\/ul><p>En el siguiente enlace, puedes conocer m\u00e1s sobre los <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/www.latamdigitalmarketing.com\/blog\/performance-marketing\/fundamentos\/\" target=\"_blank\" rel=\"noopener nofollow noreferrer\">fundamentos del performance marketing<\/a>.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-554a0d5 elementor-widget elementor-widget-heading\" data-id=\"554a0d5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00bfPor qu\u00e9 cada vez m\u00e1s marcas hacen la transici\u00f3n?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d139000 elementor-widget elementor-widget-text-editor\" data-id=\"d139000\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">No olvides que algunas marcas est\u00e1n migrando hacia el performance marketing debido a:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mayor control del presupuesto<\/b><span style=\"font-weight: 400;\">: Solo se paga por resultados concretos.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Optimizaci\u00f3n continua<\/b><span style=\"font-weight: 400;\">: Posibilidad de ajustar campa\u00f1as en tiempo real.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Segmentaci\u00f3n precisa<\/b><span style=\"font-weight: 400;\">: Acceso a datos detallados de la audiencia.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Medici\u00f3n efectiva<\/b><span style=\"font-weight: 400;\">: Evaluaci\u00f3n clara del retorno de inversi\u00f3n, ROI.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Para <a href=\"https:\/\/www.latamdigitalmarketing.com\/blog\/performance-marketing\/estrategias\/incrementar-roas\/\">incrementar ROAS<\/a><\/b><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eec0e24 elementor-widget elementor-widget-heading\" data-id=\"eec0e24\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00bfC\u00f3mo iniciar el cambio hacia performance marketing?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9241550 elementor-widget elementor-widget-text-editor\" data-id=\"9241550\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Para hacer la transici\u00f3n necesitas:<\/span><\/p><ol><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Definir objetivos claros<\/b><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Seleccionar canales adecuados<\/b><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Implementar herramientas de an\u00e1lisis<\/b><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Capacitar a tu equipo<\/b><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Realizar pruebas y ajustes<\/b><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2a0de5 elementor-widget elementor-widget-heading\" data-id=\"b2a0de5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Estudio de caso: Una pyme transform\u00f3 su embudo de marketing tradicional a performance marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f5eceb6 elementor-widget elementor-widget-text-editor\" data-id=\"f5eceb6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Presta atenci\u00f3n a este caso hipot\u00e9tico, el cual ejemplifica c\u00f3mo funcionan ambos tipos de mercadotecnia y los resultados probables:\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Muchas peque\u00f1as y medianas empresas a\u00fan operan bajo modelos de marketing tradicionales, basados en medios ATL y estrategias masivas. Este estudio de caso muestra c\u00f3mo una pyme del sector retail migr\u00f3 hacia un enfoque de performance marketing, logrando mejorar su conversi\u00f3n, reducir su CPA y personalizar cada etapa del customer journey:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31c0fc2 elementor-widget elementor-widget-heading\" data-id=\"31c0fc2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Contexto inicial<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b03bce5 elementor-widget elementor-widget-text-editor\" data-id=\"b03bce5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Caracter\u00edsticas de la empresa:<\/b><span style=\"font-weight: 400;\"> Tienda de moda urbana con 5 sucursales f\u00edsicas y presencia limitada online.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><\/b><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Estrategia anterior:<\/b><span style=\"font-weight: 400;\"> Campa\u00f1as en radio local, volantes impresos y anuncios en revistas.<\/span><span style=\"font-weight: 400;\"><br \/><b style=\"font-size: 1rem;\"><\/b><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><b style=\"font-size: 1rem;\">Problema:<\/b><span style=\"font-weight: 400;\"> Alta inversi\u00f3n en difusi\u00f3n sin m\u00e9tricas ni conversiones claras ni medibles.<\/span><\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b6e2fa elementor-widget elementor-widget-heading\" data-id=\"0b6e2fa\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Proceso de transici\u00f3n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af243bc elementor-widget elementor-widget-text-editor\" data-id=\"af243bc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol><li aria-level=\"1\"><b>Auditor\u00eda de medios: <\/b><span style=\"font-weight: 400;\">Se identificaron ineficiencias en los canales ATL.<\/span><b><br \/><\/b><b><\/b><\/li><li aria-level=\"1\"><b>Implementaci\u00f3n de eCommerce y CRM: <\/b><span style=\"font-weight: 400;\">Se centralizaron datos de usuarios y comportamiento.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><\/b><\/li><li aria-level=\"1\"><b>Estrategia de performance marketing:<\/b><b><br \/><\/b><b>Campa\u00f1as segmentadas en Google Ads y Meta Ads.<\/b><b><br \/><\/b><b>Email marketing automatizado por etapa del customer journey.<\/b><b><br \/><\/b><b>Retargeting din\u00e1mico con cat\u00e1logos de productos.<\/b><\/li><\/ol><p>\u00a0 \u00a0 \u00a04.<b> Medici\u00f3n con KPIs clave: <\/b><span style=\"font-weight: 400;\">Se empez\u00f3 a <a href=\"https:\/\/www.latamdigitalmarketing.com\/blog\/performance-marketing\/estrategias\/optimizar-cpl-cpa\/\">optimizar CPL y CPA<\/a>, ROAS y LTV como m\u00e9tricas base.<\/span><\/p><p>\u00a0<\/p><p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e90ffa8 elementor-widget elementor-widget-heading\" data-id=\"e90ffa8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Conclusi\u00f3n del caso<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9401a49 elementor-widget elementor-widget-text-editor\" data-id=\"9401a49\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>La migraci\u00f3n al performance marketing en la forma que lo hizo esta empresa, no solo podr\u00eda reducir los costos de adquisici\u00f3n, sino que permitir\u00eda orquestar el customer journey de forma estrat\u00e9gica<\/b><span style=\"font-weight: 400;\">, acompa\u00f1ando al cliente con mensajes personalizados y medibles en cada etapa del embudo, lo que otorga las herramientas necesarias para ajustar la campa\u00f1a cada que sea necesario.<\/span><\/p><p><a href=\"https:\/\/www.latamdigitalmarketing.com\/blog\/performance-marketing\/\"><b>Explora aqu\u00ed c\u00f3mo funciona el performance marketing<\/b><\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b8277e elementor-widget elementor-widget-heading\" data-id=\"8b8277e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Preguntas frecuentes (FAQ)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13f67cd elementor-widget elementor-widget-text-editor\" data-id=\"13f67cd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol><li><b>\u00bfQu\u00e9 diferencia hay entre el marketing tradicional y el marketing digital? <\/b><span style=\"font-weight: 400;\">El marketing tradicional utiliza medios masivos (ATL) como TV, radio o prensa y se enfoca en alcance general. El marketing digital, y en particular el performance marketing, emplea canales online, segmentaci\u00f3n basada en datos, y se centra en resultados medibles como CPA o ROAS.<\/span><\/li><li><b>\u00bfPor qu\u00e9 el marketing tradicional pierde efectividad hoy? <\/b><span style=\"font-weight: 400;\">Porque no permite una medici\u00f3n precisa del impacto, carece de segmentaci\u00f3n din\u00e1mica y no se adapta en tiempo real al comportamiento del consumidor actual, que se mueve por m\u00faltiples canales durante su customer journey.<\/span><\/li><li><b>\u00bfQu\u00e9 canales usa el performance marketing? <\/b><span style=\"font-weight: 400;\">Incluye Google Ads, email marketing, retargeting, afiliaci\u00f3n, SEO, entre otros. Todos permiten medici\u00f3n detallada, optimizaci\u00f3n continua y atribuci\u00f3n de resultados.<\/span><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-40124d9 elementor-widget elementor-widget-heading\" data-id=\"40124d9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusi\u00f3n: De lo masivo a lo medible, el cambio necesario<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c4e5179 elementor-widget elementor-widget-text-editor\" data-id=\"c4e5179\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">La evoluci\u00f3n del marketing exige pasar de estrategias amplias, generalistas y dif\u00edciles de medir, a un enfoque centrado en datos, resultados y personalizaci\u00f3n del customer journey. <\/span><b>El performance marketing no solo mide, sino que optimiza en tiempo real, permitiendo a las marcas escalar sus campa\u00f1as con eficiencia y control.<\/b><\/p><p><span style=\"font-weight: 400;\">Mientras el marketing tradicional a\u00fan tiene valor en algunas industrias o campa\u00f1as de branding, la tendencia global, impulsada por la tecnolog\u00eda, el ecommerce y los cambios en el comportamiento del consumidor, est\u00e1 clara: <\/span><b>La medici\u00f3n y la personalizaci\u00f3n son el nuevo est\u00e1ndar.<\/b><\/p><p><b>\ud83d\udc49 \u00bfEst\u00e1s en proceso de transici\u00f3n? Es momento de llegar m\u00e1s alto. \u00a1<\/b><a href=\"https:\/\/www.latamdigitalmarketing.com\/\"><b>Haz contacto con LDM y logra tus objetivos<\/b><\/a><b>!<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b5337e4 e-flex e-con-boxed e-con e-parent\" data-id=\"b5337e4\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a3c5816 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a3c5816\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f89728c e-flex e-con-boxed e-con e-parent\" data-id=\"f89728c\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-21700dd e-con-full e-flex e-con e-child\" data-id=\"21700dd\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-dda0441 elementor-widget elementor-widget-heading\" data-id=\"dda0441\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Fuentes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-26ef45b e-con-full e-flex e-con e-child\" data-id=\"26ef45b\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ea04e22 elementor-widget elementor-widget-text-editor\" data-id=\"ea04e22\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol><li><span style=\"font-weight: 400;\">Salesforce. (s.f.). Performance Marketing: The Secret to High-Impact Digital Campaigns. Salesforce.<\/span><a href=\"https:\/\/www.salesforce.com\/ap\/marketing\/performance-marketing\/\"> <span style=\"font-weight: 400;\">https:\/\/www.salesforce.com\/ap\/marketing\/performance-marketing\/<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/a><\/li><li><span style=\"font-weight: 400;\">BigCommerce. (s.f.) What is Performance Marketing? A Complete Guide for eCommerce. BigCommerce.<\/span><a href=\"https:\/\/www.bigcommerce.com\/articles\/ecommerce\/performance-marketing\/\"> <span style=\"font-weight: 400;\">https:\/\/www.bigcommerce.com\/articles\/ecommerce\/performance-marketing\/<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/a><\/li><li><a href=\"https:\/\/www.bigcommerce.com\/articles\/ecommerce\/performance-marketing\/\"><span style=\"font-weight: 400;\">Mailchimp. (s.f.). \u00bfQu\u00e9 es el Performance Marketing? Mailchimp.<a style=\"font-size: 1rem;\" href=\"https:\/\/mailchimp.com\/es\/resources\/what-is-performance-marketing\/\"> <span>https:\/\/mailchimp.com\/es\/resources\/what-is-performance-marketing\/<\/span><\/a><\/span><\/a><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Diferencias entre el marketing tradicional y el performance marketing \u00bfQu\u00e9 es el marketing tradicional? Recuerda que el marketing tradicional, tambi\u00e9n conocido como ATL, Above The Line, se caracteriza por utilizar estrategias de comunicaci\u00f3n unidireccionales y masivas; este tipo de mercadotecnia usa medios masivos tradicionales para llegar a una audiencia amplia. Cabe se\u00f1alar que aqu\u00ed puede &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.latamdigitalmarketing.com\/blog\/performance-marketing\/fundamentos\/diferencias\/\" class=\"more-link\">Continuar leyendo<span class=\"screen-reader-text\"> \u00abDiferencias entre el marketing tradicional y el performance marketing- N3\u00bb<\/span><\/a><\/p>\n","protected":false},"author":4,"featured_media":8020,"parent":8049,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-servicios.php","meta":{"footnotes":""},"class_list":["post-8018","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing tradicional vs Performance | LDM\u00ae Latam Digital Marketing<\/title>\n<meta name=\"description\" content=\"Descubre en qu\u00e9 se diferencian el marketing tradicional y el performance marketing: canales, 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