{"id":3092,"date":"2019-07-15T11:37:13","date_gmt":"2019-07-15T11:37:13","guid":{"rendered":"http:\/\/zipzapsocial.com\/?p=3092"},"modified":"2019-07-15T12:15:12","modified_gmt":"2019-07-15T12:15:12","slug":"marqueting-online-i-offline-maximitza-el-teu-exit","status":"publish","type":"post","link":"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/","title":{"rendered":"M\u00e0rqueting online i offline. Maximitza el teu \u00e8xit"},"content":{"rendered":"

The End of Print<\/strong>\u00a0\u00e9s el t\u00edtol del llibre que a finals dels 90 va publicar el dissenyador\u00a0David Carson<\/strong>. Un llibre de refer\u00e8ncia i un autor iconoclasta. S’hi plantejava si els vaticinis sobre el final de l’era de la comunicaci\u00f3 impresa eren o no certs.<\/p>\n

 <\/p>\n

\n

Al 2019, 20 anys despr\u00e9s\u00a0podem afirmar que les publicacions impresses han mort?<\/strong>\u00a0La veritat \u00e9s que no. Tot i que cada vegada siguem animals m\u00e9s digitals,\u00a0el paper, all\u00f2 f\u00edsic i tangible<\/strong>,\u00a0el que pots tocar i preservar<\/strong>,\u00a0encara \u00e9s important<\/strong>\u00a0per a qualsevol estrat\u00e8gia global de m\u00e0rqueting.<\/p>\n

 <\/p>\n

\n

Quina import\u00e0ncia t\u00e9 la comunicaci\u00f3 impresa en el m\u00e0rqueting actual?<\/strong><\/p>\n

 <\/p>\n

\n

Dep\u00e8n de diversos factors<\/strong>, per\u00f2 els m\u00e9s rellevants s\u00f3n dos: 1. El\u00a0p\u00fablic objectiu<\/strong>\u00a0de la campanya (target), 2. El\u00a0pressupost\u00a0<\/strong>que disposem per a la implementaci\u00f3.<\/p>\n

 <\/p>\n

\n

Podria el lector pensar que al referir-me al p\u00fablic objectiu \u00e9s per qu\u00e8 ens dirigim a la gent gran, amb menor capacitat d’acc\u00e9s a internet i als que el suport impr\u00e8s els resulta m\u00e9s familiar. En aquest, per\u00f2, cas em refereixo a la ubicaci\u00f3 del p\u00fablic objectiu.\u00a0<\/p>\n

 <\/p>\n

\n

Imaginem-nos que estem fent una campanya per a la promoci\u00f3 d’un nou producte on el vertical que volem atacar s\u00f3n\u00a0usuaris de gimnasos<\/strong>. La nostra proposta per al client seria fer una acci\u00f3 on i off.<\/p>\n

 <\/p>\n

\nEn online li proposar\u00edem llan\u00e7ar una\u00a0campanya en Display<\/strong>\u00a0indicant a la plataforma publicit\u00e0ria que enseny\u00e9s els nostres anuncis nom\u00e9s en la\u00a0ubicaci\u00f3 exacta<\/strong>\u00a0dels gimnasos als quals volem impactar i en offline li proposar\u00edem que arrib\u00e9s a un acord amb els gimnasos, en qu\u00e8 el deixessin utilitzar el seu hall per donar\u00a0mostres de producte i material impr\u00e8s<\/strong>\u00a0amb l’explicaci\u00f3 dels\u00a0valors de marca<\/strong>. En cap cas es tracta de massificar, simplement de generar un nexe material entre el nostre client potencial i la nostra marca. I per aix\u00f2, l’element de m\u00e0rqueting ha de resultar \u00fanic, memorable i, si pot ser, irresistible<\/p>\n

 <\/p>\n

Un altre cas en el qual podr\u00edem aplicar la mateixa t\u00e8cnica seria el d’una\u00a0Universitat que tingui com a objectiu la captaci\u00f3 de m\u00e9s alumnes<\/strong>. \u00bfHem de limitar el nostre pla d’accions a visitar instituts? \u00bfHem de limitar les accions a crear campanyes de cerca amb paraules clau estrictes? No, un pla d’accions que garanteixi l’\u00e8xit del client ha de contemplar tots els canals de distribuci\u00f3 dels missatges i ser capa\u00e7 de complementar-los.<\/p>\n

 <\/p>\n

\n

Aix\u00ed doncs,\u00a0per qu\u00e8 no generar una campanya de display i de cerca, limitant la ubicaci\u00f3 a la direcci\u00f3 de l’institut que anem a visitar, comen\u00e7ant la campanya 3 dies abans i allargant-la fins a 3 dies despr\u00e9s i lliurar material impr\u00e8s i mostrar la presentaci\u00f3 seguint el branding corporatiu, pensant en la funci\u00f3 de difondre la nostra marca i de donar-li el prestigi que es mereix<\/strong>.<\/p>\n

 <\/p>\n

\n

Descobreix casos d’\u00e8xit en qu\u00e8 Zip Zap ha creat estrat\u00e8gies i accions globals per als seus clients.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The End of Print\u00a0\u00e9s el t\u00edtol del llibre que a finals dels 90 va publicar el dissenyador\u00a0David Carson. Un llibre de refer\u00e8ncia i un autor iconoclasta. S’hi plantejava si els vaticinis sobre el final de l’era de la comunicaci\u00f3 impresa…<\/p>\n","protected":false},"author":3,"featured_media":3098,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[109],"tags":[],"yoast_head":"\nM\u00e0rqueting online i offline. Maximitza el teu \u00e8xit - ZipZap Social<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00e0rqueting online i offline. Maximitza el teu \u00e8xit - ZipZap Social\" \/>\n<meta property=\"og:description\" content=\"The End of Print\u00a0\u00e9s el t\u00edtol del llibre que a finals dels 90 va publicar el dissenyador\u00a0David Carson. Un llibre de refer\u00e8ncia i un autor iconoclasta. S’hi plantejava si els vaticinis sobre el final de l’era de la comunicaci\u00f3 impresa…\" \/>\n<meta property=\"og:url\" content=\"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/\" \/>\n<meta property=\"og:site_name\" content=\"ZipZap Social\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-15T11:37:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-07-15T12:15:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/zipzapsocial.com\/wp-content\/uploads\/2019\/07\/zipzapmovil.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1032\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"David\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/zipzapsocial.com\/#website\",\"url\":\"https:\/\/zipzapsocial.com\/\",\"name\":\"ZipZap Social\",\"description\":\"Just another WordPress site\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/zipzapsocial.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ca\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/#primaryimage\",\"inLanguage\":\"ca\",\"url\":\"https:\/\/zipzapsocial.com\/wp-content\/uploads\/2019\/07\/zipzapmovil.jpg\",\"contentUrl\":\"https:\/\/zipzapsocial.com\/wp-content\/uploads\/2019\/07\/zipzapmovil.jpg\",\"width\":1032,\"height\":800},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/#webpage\",\"url\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/\",\"name\":\"M\u00e0rqueting online i offline. Maximitza el teu \u00e8xit - ZipZap Social\",\"isPartOf\":{\"@id\":\"https:\/\/zipzapsocial.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/#primaryimage\"},\"datePublished\":\"2019-07-15T11:37:13+00:00\",\"dateModified\":\"2019-07-15T12:15:12+00:00\",\"author\":{\"@id\":\"https:\/\/zipzapsocial.com\/#\/schema\/person\/8e70e506ef950a7d5bb7b39d4fceb6d1\"},\"breadcrumb\":{\"@id\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/#breadcrumb\"},\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/zipzapsocial.com\/ca\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"M\u00e0rqueting online i offline. Maximitza el teu \u00e8xit\"}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/zipzapsocial.com\/#\/schema\/person\/8e70e506ef950a7d5bb7b39d4fceb6d1\",\"name\":\"David\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/zipzapsocial.com\/#personlogo\",\"inLanguage\":\"ca\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c95ce2af4fc4839f3ffe6fcbb0b0481b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c95ce2af4fc4839f3ffe6fcbb0b0481b?s=96&d=mm&r=g\",\"caption\":\"David\"},\"url\":\"https:\/\/zipzapsocial.com\/ca\/author\/david\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"M\u00e0rqueting online i offline. Maximitza el teu \u00e8xit - ZipZap Social","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/","og_locale":"ca_ES","og_type":"article","og_title":"M\u00e0rqueting online i offline. Maximitza el teu \u00e8xit - ZipZap Social","og_description":"The End of Print\u00a0\u00e9s el t\u00edtol del llibre que a finals dels 90 va publicar el dissenyador\u00a0David Carson. Un llibre de refer\u00e8ncia i un autor iconoclasta. S’hi plantejava si els vaticinis sobre el final de l’era de la comunicaci\u00f3 impresa…","og_url":"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/","og_site_name":"ZipZap Social","article_published_time":"2019-07-15T11:37:13+00:00","article_modified_time":"2019-07-15T12:15:12+00:00","og_image":[{"width":1032,"height":800,"url":"https:\/\/zipzapsocial.com\/wp-content\/uploads\/2019\/07\/zipzapmovil.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Escrit per":"David","Temps estimat de lectura":"3 minuts"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"https:\/\/zipzapsocial.com\/#website","url":"https:\/\/zipzapsocial.com\/","name":"ZipZap Social","description":"Just another WordPress site","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/zipzapsocial.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"ca"},{"@type":"ImageObject","@id":"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/#primaryimage","inLanguage":"ca","url":"https:\/\/zipzapsocial.com\/wp-content\/uploads\/2019\/07\/zipzapmovil.jpg","contentUrl":"https:\/\/zipzapsocial.com\/wp-content\/uploads\/2019\/07\/zipzapmovil.jpg","width":1032,"height":800},{"@type":"WebPage","@id":"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/#webpage","url":"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/","name":"M\u00e0rqueting online i offline. Maximitza el teu \u00e8xit - ZipZap Social","isPartOf":{"@id":"https:\/\/zipzapsocial.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/#primaryimage"},"datePublished":"2019-07-15T11:37:13+00:00","dateModified":"2019-07-15T12:15:12+00:00","author":{"@id":"https:\/\/zipzapsocial.com\/#\/schema\/person\/8e70e506ef950a7d5bb7b39d4fceb6d1"},"breadcrumb":{"@id":"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/#breadcrumb"},"inLanguage":"ca","potentialAction":[{"@type":"ReadAction","target":["https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/zipzapsocial.com\/ca\/marqueting-online-i-offline-maximitza-el-teu-exit\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/zipzapsocial.com\/ca\/"},{"@type":"ListItem","position":2,"name":"M\u00e0rqueting online i offline. Maximitza el teu \u00e8xit"}]},{"@type":"Person","@id":"https:\/\/zipzapsocial.com\/#\/schema\/person\/8e70e506ef950a7d5bb7b39d4fceb6d1","name":"David","image":{"@type":"ImageObject","@id":"https:\/\/zipzapsocial.com\/#personlogo","inLanguage":"ca","url":"https:\/\/secure.gravatar.com\/avatar\/c95ce2af4fc4839f3ffe6fcbb0b0481b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c95ce2af4fc4839f3ffe6fcbb0b0481b?s=96&d=mm&r=g","caption":"David"},"url":"https:\/\/zipzapsocial.com\/ca\/author\/david\/"}]}},"_links":{"self":[{"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/posts\/3092\/"}],"collection":[{"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/posts\/"}],"about":[{"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/types\/post\/"}],"author":[{"embeddable":true,"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/users\/3\/"}],"replies":[{"embeddable":true,"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/comments\/?post=3092"}],"version-history":[{"count":7,"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/posts\/3092\/revisions\/"}],"predecessor-version":[{"id":3106,"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/posts\/3092\/revisions\/3106\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/media\/3098\/"}],"wp:attachment":[{"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/media\/?parent=3092"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/categories\/?post=3092"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zipzapsocial.com\/ca\/wp-json\/wp\/v2\/tags\/?post=3092"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}