{"id":757,"date":"2018-12-17T09:00:50","date_gmt":"2018-12-17T07:00:50","guid":{"rendered":"https:\/\/www.creactivitat.cat\/?p=757"},"modified":"2026-08-17T23:21:57","modified_gmt":"2026-08-17T21:21:57","slug":"remarketing-el-pigall-online-de-lusuari","status":"publish","type":"post","link":"https:\/\/www.creactivitat.com\/ca\/remarketing-el-pigall-online-de-lusuari\/","title":{"rendered":"Remarketing, el pigall online de l’usuari"},"content":{"rendered":"
\n

El remarketing \u00e9s el pigall online de l’usuari. Aquest anunci que acompanya al potencial consumidor fins a la fi de la seva sessi\u00f3.<\/strong><\/p>\n<\/blockquote>\n

Un usuari comen\u00e7a a ser escortat pels anuncis d’un lloc web que ja ha visitat, des del moment en el qual accepta la instal\u00b7laci\u00f3 de cookies per a continuar navegant per aquesta p\u00e0gina. Les maniobres de remarketing seran diferents, segons els nivells d’interacci\u00f3<\/strong> que hagi dut a terme aquest usuari en aquest lloc. A major interacci\u00f3, m\u00e9s agressiva ser\u00e0 aquesta estrat\u00e8gia. Anuncis per a ressaltar<\/strong> la marca<\/strong>, per a vendre<\/strong> productes<\/strong>, o per a fidelizar clients<\/strong>; de text, imatge o v\u00eddeo; li apareixeran en cercadors<\/strong>, xarxes socials<\/strong> i fins i tot en correus electr\u00f2nics<\/strong>. Les possibilitats que ofereix el remarketing semblen ara per ara infinites.<\/p>\n

La t\u00e8cnica del remarketing s’ha convertit en una de les estrat\u00e8gies m\u00e9s avantatjoses per a les grans companyies comercials. Aquesta t\u00e8cnica permet fer que el tel\u00e8fon intel\u00b7ligent, el creuer, o el MBA pel qual l’usuari s’ha interessat, li segueixin durant setmanes en la seva rutina de navegaci\u00f3 di\u00e0ria. En ser campanyes publicit\u00e0ries<\/strong> en les quals ja existeix un primer contacte entre potencial consumidor i producte, aquestes solen ser m\u00e9s eficients, barates<\/strong> i rendibles<\/strong> per a les companyies. Els anuncis s\u00f3n totalment personalitzables<\/strong>, en relaci\u00f3 a la fase en la qual l’usuari hagi abandonat el proc\u00e9s de compra. A m\u00e9s d’excloents, per exemple per a usuaris que despr\u00e9s de fer clic en un dels anuncis, s’acabin convertint en clients.<\/p>\n

Per\u00f2 no tot al voltant d’aquestes estrat\u00e8gies, dep\u00e8n de les decisions que prenguin els responsables de les campanyes de remarketing. El comportament de navegaci\u00f3<\/strong> i les decisions<\/strong> que determini l’usuari<\/strong>, condicionaran el seu rendiment<\/strong>. D’una banda, perqu\u00e8 es produeixi una campanya de remarketing efectiva, l’usuari ha de dur a terme tota la seva rutina de navegaci\u00f3 des d’una mateixa sessi\u00f3<\/strong>. Pot donar-se el cas per exemple, que aquest usuari realitzi les cerques de les seves potencials compres des d’una sessi\u00f3 en el treball, i navegui a trav\u00e9s d’una altra des de casa. Aquesta circumst\u00e0ncia provocaria que l’usuari reb\u00e9s un tipus de publicitat diferent segons la sessi\u00f3 des de la qual estigu\u00e9s navegant. Una cosa similar succeeix amb les navegacions en inc\u00f2gnit<\/strong>, en les quals la cach\u00e9<\/em> o cookies s’eliminen de forma autom\u00e0tica en tancar cada sessi\u00f3. Circumst\u00e0ncia que provoca que les estrat\u00e8gies de remarketing quedin autom\u00e0ticament fora d’aquest escenari.<\/p>\n

Una altra de les determinacions que condicionaran la seva productivitat, \u00e9s la resposta de l’usuari enfront d’aquest tipus de campanyes. Des de gener de 2018, Google<\/em><\/strong> ofereix als seus usuaris l’oportunitat de controlar<\/strong> el tipus d’anuncis, i la freq\u00fc\u00e8ncia<\/strong> amb la qual aquests se’ls apareixen en navegar. Una mesura complement\u00e0ria a l’opci\u00f3 de silenciar<\/strong> els anuncis mostrats, que Google<\/em> brinda des de 2012. Amb aquesta disposici\u00f3 se’ls ofereix a m\u00e9s, la possibilitat d’indicar el motiu<\/strong> pel qual no volen continuar veient aquest anunci concret, i aplicar la decisi\u00f3 a tots els dispositius a trav\u00e9s dels quals l’usuari navega des d’aquesta mateixa sessi\u00f3.<\/p>\n

S\u00f3n mesures totes aquestes dutes a terme amb la finalitat d’optimitzar la segmentaci\u00f3 i el rendiment de les estrat\u00e8gies de m\u00e0rqueting d’aquestes companyies, a m\u00e9s d’augmentar la satisfacci\u00f3 i experi\u00e8ncia dels usuaris o potencials clients als quals es dirigeixen.<\/p>\n

Vols fer uns estrat\u00e8gia de remarketing<\/a>? Nosaltres t’ajudem<\/a>!<\/p>\n

Abel Gonz\u00e1lez<\/em><\/a><\/p>\n

Departament de M\u00e0rqueting<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

El remarketing \u00e9s el pigall online de l’usuari. Aquest anunci que acompanya al potencial consumidor fins a la fi de la seva sessi\u00f3. Un usuari comen\u00e7a a ser escortat pels anuncis d’un lloc web que ja ha visitat, des del moment en el qual accepta la instal\u00b7laci\u00f3 de cookies per a continuar navegant per aquesta […]<\/p>\n","protected":false},"author":1,"featured_media":1362,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-757","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-ca"],"acf":[],"mb":[],"yoast_head":"\nRemarketing, el pigall online de l'usuari • CREACTIVITAT<\/title>\n<meta name=\"description\" content=\"Remarketing, el pigall online de l'usuari\" \/>\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.creactivitat.com\/ca\/remarketing-el-pigall-online-de-lusuari\/\" \/>\n<meta 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