El mundo digital cambia a un ritmo frenético. Te resumimos en nuestro blog las útlimas novedades.
Elige categoría
El Retail Media es la estrategia de marketing y comunicación que permite generar impactos publicitarios a partir de los activos propios de un retailer o marketplace, como por ejemplo su web, app, ecommerce, medios de comunicación o incluso tiendas físicas.
Después de la publicidad en red de búsqueda y la publicidad en redes sociales ésta es la tercera gran revolución. El AdTech o tecnología publicitaria que hace posible la compra y venta programática de anuncios.
En otras palabras. Como retailer necesitas una herramienta de AdTech que facilitará la venta de tus espacios/audiencias/momentos de manera automática. Este software de terceros es la garantía de transparencia para los anunciantes.
En un sector en plena transformación -venta online, consumidor omnichannel y multiplicación de la competencia- el retail media representa no sólo un gran salvavidas sino una gran oportunidad.
Muchos retailers cuentan con infinidad de datos cuyo potencial no se está aprovechando. Y ahí entra esta nueva manera de conectar anunciantes con usuarios.
¿La clave? Ofrecer promociones y contenidos que sean relevantes para el consumidor. Las marcas ya están dispuestas a invertir en Retail Media pero sólo si se está mejorando la experiencia de usuario.
Ejemplo de las posibilidades que ofrece emplear de manera óptima el conocimiento del usuario:
¿Has observado que tu panel de gestión de anuncios en redes sociales indica una cifra (por ejemplo, de ventas generadas) que no concuerda con la cifra que muestra tu herramienta de analítica? No eres el único, cada herramienta emplea un modelo de atribución diferente, y por lo tanto acabamos encontrando incongruencias.
El marketing de atribución es uno de los grandes rompecabezas de los profesionales digitales en los últimos años. Semmántica es tu agencia de marketing de atribución.
La omnicanalidad de los consumidores es indiscutible. Una persona puede haber sido impactada por un banner de la red display, luego por un anuncio de Insgragram, haber buscado en el móvil un producto relacionado, pasar por la tienda física y al final comprar desde el link que encontró en Google Shopping. ¿A qué canal debemos asignar esa venta?
Probablemente cada canal haya tenido un papel en este customer journey. Dilucidar esos roles no sólo te dará información sobre el comportamiento de tu público objetivo sino que te ayudará a optimizar tu estrategia de inversión publicitaria.
Entender cómo contribuyen cada uno de los canales a la conversión final es la clave para optimizar tu inversión publicitaria
No es lo mismo una ventana a la conversión para unas zapatillas que para unas vacaciones o que para la compra de una vivienda. Por ello ayudamos a nuestros clientes a crear modelos de atribución adaptados a su negocio y su público objetivo.
Este análisis nos llevará a obtener caminos de conversión: líneas de investigación que nos clarifican qué canales emplear para el upper o el low funnel, como Google Ads o TikTok Ads .
El marketing de atribución es algo común a nuestras dos principales competencias: la publicidad y la analítica digital. Es la bisagra que une y fortalece ambas. En los últimos años, al multiplicarse tanto los puntos de contacto como los dispositivos que emplea el consumidor, hemos visto cómo se ha convertido en elemento estratégico. Semmántica es tu agencia SEM con la experiencia en analítica que necesitas.
Diversifying and expanding markets strengthens your business. However, you need to have the right strategy to hit the nail on the head. Which market has the most potential? What issues should I be aware of in each country? How to choose the right channels to invest in?
Our campaigns attract high-quality paid traffic. We take into account aspects such as the search engines used in that country, the most appropriate channels and formats, or keywords related to your product. Our goal is to optimize all the elements involved in a campaign to ensure the best results.
We follow a proven methodology to both start from scratch abroad and grow faster in the markets where you are already active.
Selling in new markets multiplies your business possibilities, but it is not enough to translate your e-commerce into another language and launch it in a new market.
Our experience has taught us that each country is a world with its own culture and key aspects such as payment methods, logistics or customer service. We make these learnings available to you, because our goal is to accelerate your expansion. We have experience runing international PPC campaigns with the leading platforms: Google Ads, Meta Ads and Linkedin Ads.
Semmántica belongs to the group of selected agencies worldwide that can participate in this exclusive program. Its goal: to support us in the international expansion of our clients.
If there is one international recognition for a SEM agency, it’s the Google Agency Excellence Awards. We are proud to have been nominated as finalists in all three editions since the International Growth category was established.
Have you noticed that your ad management dashboard indicates a figure (e.g., sales generated) that does not match the figure shown by your analytics tool? You are not the only one; each tool is based on a different attribution model, and therefore, we end up finding inconsistencies.
Attribution marketing is one of the big puzzles for digital professionals in recent years. Semmántica is your attribution marketing agency.
The omnichannel nature of consumer is undeniable. A person may have been impacted by a banner on the display network, then by a Instagram ad, searched on mobile for a related product, passed by the physical store and finally bought from the link they found on Google Shopping. To which channel should we assign this sale?
Each channel has probably played a role in this customer journey. Identifying these roles will not only give you insights into your target audience’s behavior, but will also help you optimize your advertising investment strategy.
Understanding how each channel contributes to the final conversion is the key to optimizing your advertising investment
A conversion window is not the same for a pair of slippers as it is for a vacation or the purchase of a house. That’s why we help our clients create an attribution model tailored to their business and target audience.
This analysis will lead to conversion paths: lines of research that clarify which channels are better suited for each stage of the sales funnel, such as Google Ads, LinkedIn Ads or TikTok Ads among others.
Attribution marketing is common to our two core competencies: advertising and digital analytics. It is the hinge that unites and strengthens both. In recent years, as the number of touch points and devices used by the consumer has multiplied, we have seen how it has become a strategic element. Semmántica is your SEM agency with the analytics expertise you need.
¿Quieres captar la atención de clientes potenciales para aumentar tus ventas? ¿O incrementar la visibilidad y el reconocimiento de tu marca? ¿Quizá tienes objetivos enfocados a generar tráfico o notoriedad? Semmántica es tu agencia Social Ads. Diseñamos un plan de captación 360º mediante Social Ads teniendo en cuenta dónde está tu público objetivo y cómo se comporta.
Un objetivo, múltiples canales para alcanzarlo. Analizamos tu negocio de manera holística y proponemos soluciones adaptadas a tu presupuesto y objetivos. Nuestro enfoque es pragmático, eficiente y completo:
Nos preocupamos por conocer en profundidad cuáles son tus objetivos para sacarle el máximo provecho a tu inversión publicitaria. Tanto si ya estás gestionando campañas en redes sociales, como si todavía no has empezado a hacer publicidad en alguna de ellas:
En Semmántica contamos con un equipo de profesionales especializados y certificados en gestión publicitaria de las principales redes sociales del mercado: Meta (Facebook, Instagram), LinkedIn, TikTok, y Twitter.
The Meta universe managed from a single platform.
The social network with its own unique style that has transformed the content landscape. Certified as a TikTok Strategic Agency.
Are you a B2B business or looking for talent? LinkedIn is your social network.
Pinterest Ads: The channel where inspiration turns into intent.
Do you want to capture the attention of potential customers to increase your sales? Or increase your brand visibility and recognition? Is your primary goal traffic generatoin or brand notoriety? Semmántica is your Social Ads agency. Our 360º Social Ads acquisition plans are crafted by understanding exactly where your audience is and how they behave.
One objective, multiple channels to achieve it. We analyze your business holistically and develop solutions customized for your budget and objectives. Our approach is pragmatic, efficient and comprehensive:
We care about knowing in depth what your objectives are to get the most out of your advertising investment. Whether you are already managing social media campaigns or have not yet started advertising on any of them:
At Semmántica, we have a team of certified professionals specialized in advertising management in advertising management across all major social media: Meta (Facebook, Instagram), LinkedIn, TikTok, and Pinterest among others.
Atlas Copco designs and manufactures power generators, lighting towers and water pumps. It stands out for its innovative spirit, its international nature – with a presence in 180 different countries – and its commitment to sustainability in all areas.
The Power and Flow division wanted to unveil their new range of energy storage systems, designed with lithium batteries, compact, lightweight and silent, which provided up to twelve hours of electricity on a single charge.
The challenge was introducing a new product with a highly specific market niche. The launch would be online and the target audience could be located in any country.
We decided to use LinkedIn Ads and split the campaign into several phases following the SEE THINK ACT system. One focused on product awareness and the other on lead generation.
In the first phase, we showed a promotional product video, highlighting its main advantages. This attractive format within the user’s feed allowed us to measure both video views and traffic to the product page.
Sometime later, the public target that had shown interest was hit with a second ad in the feed. This time promoting the product launch event. The target audience could subscribe to the online event by filling out a short and simple form, providing Atlas Copco with qualified leads.
We segment by industry, company size and specific positions to impact our market niche.
But how do you know which job positions to target? Who makes the purchase decision for such a complex product involving large investments? We had to identify the Decision Making Unit. That is, not only the position that makes the final decision (often referred to as C-level) but also identifying those experts who will advise the decision-maker on strategic issues. Engineers or other specialists whose advice and opinion will be decisive and influential. Focusing on both profiles was decisive for the success of this campaign for Atlas Copco.
Expand your e-commerce internationally and access new markets.
Scale your visibility by reaching multiple locations and expand your upper-funnel
Atlas Copco diseña y fabrica generadores de energía, torres de iluminación y bombas de agua. Destaca por su espíritu innovador, su carácter internacional, con presencia en 180 países distintos, y por su apuesta por la sostenibilidad en todos los ámbitos.
Desde la división de Power and Flow, querían dar a conocer su nueva gama de sistemas de almacenamiento de energía, diseñados con baterías de litio, compactos, ligeros y silenciosos, y que proporcionan hasta doce horas de electricidad con una sola carga.
El reto era dar a conocer un producto nuevo cuyo nicho de mercado era altamente específico. El lanzamiento se realizaría online y el público objetivo podía encontrarse en cualquier país.
Decidimos emplear LinkedIn Ads y dividir la campaña en varias fases siguiendo el sistema SEE THINK ACT. Una centrada en dar a conocer el producto y la otra de cara a obtención de leads.
En la primera fase, mostrábamos un vídeo promocional sobre el producto, destacando sus principales ventajas. Este formato atractivo dentro del feed del usuario nos permitió medir tanto las vistas del vídeo como tráfico a la ficha de producto.
Un tiempo después, al target que había mostrado interés se le impactaba con un segundo anuncio en el feed. En esta ocasión promocionando el evento de lanzamiento del producto. El público objetivo se podía subscribir al evento online rellenando un formulario corto y simple, proporcionando a Atlas Copco de leads cualificados.
Realizamos una segmentación por sector, tamaño de la empresa y cargos concretos para impactar a nuestro nicho de mercado.
Pero, ¿cómo saber qué cargos? ¿Quién toma las decisiones de compra en productos tan complejos que conllevan grandes inversiones? Teníamos que identificar la “Decision Making Unit”. Es decir, no sólo el cargo que toma la decisión final (a menudo hablamos de C-level), sino también identificando esos expertos que van a aconsejar al “decision maker” en temas estratégicos. Ingenieros u otros especialistas cuyo consejo y opinión va a ser determinante e influyente. Enfocarnos en ambos perfiles fue determinante para el éxito de esta campaña para Atlas Copco.
With its online platform and physical stores, Cash Converters is disrupting the second-hand market. Its business model is unique, on the one hand, it looks for individuals who want to sell their products and on the other hand for buyers. With the same online platform – where each item is unique – our client is targeting different types of audiences, the buyers and the sellers.
Cash Converters had not only grown rapidly in a short time but had also added new lines of business. In this business expansion, our client noticed that a suspiciously high percentage of traffic was being attributed to a particular source in their analytics tool. They immediately knew they were facing an attribution problem.
What was going on with their data and where was the key to resolving the issue?
In Semmántica we knew clearly what to do. We had to simplify, work all under the same umbrella and give our client the power over their data back. The digital analytics audit revealed that it was time to restructure its Google Analytics and adapt it to the new scale of business.
Cash Converters works with an extensive line of partners that promote their website, so being able to correctly tag traffic sources is crucial to the smooth running of its business.
Juan Carlos Peña
eCommerce Director Cash Converters
Semmántica has become our digital analytics partner, allowing us to have a more holistic view of the online business
They now have a structured and properly tagged measuring in Google Analytics, Google Tag Manager and Google Ads. They can attribute every action on the web and know perfectly its origin and trajectory with dozens of pixels that have been implemented. Most importantly, they can rely on the veracity of their data to make business decisions.
What started with an audit continued with multiple technical implementations not only for the detected issues but also to get a deeper measurement. We continue with the next phase of reporting and data analysis to squeeze out all the available information.
During 2023, we migrated all their websites to Google Analytics 4, including advanced measurement of enhanced e-commerce. The next challenge is an ambitious CRO project that will optimize navigation flows and take Cash Converters to the next level.
Understand your users’ behavior on your website, and identify what’s working—and what’s not.
Your most important data to make decisions at a glance.
Translate business objectives into clear KPIs and you will understand how your users interact with you
Activate your data and improve your website performance.
Home » Blog
Please wait while you are redirected to the right page...
