La publicidad online aumenta las ventas offline

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CLAVES:  

  • Se ha demostrado que aproximadamente el 80% de los anuncios online influyen en las ventas offline.
  • Del mismo modo se mostrado cómo la publicidad online es una buena inversión a corto plazo, con un impacto muy positivo.
  • Casi el 90% de las tiendas online prevé un aumento de sus resultados durante el 2017 gracias al eCommerce.
  • Además, la importancia de una comunicación multicanal gana fuerza con un 71% que consideran que las ventas multichannel aumentarán.

Según el estudio “When Less is More: Data and Power in Advertising Experiments” realizado por Yahoo Research, el 80% de los anuncios online tienen influencia en las ventas offline. Sumado a esto, el informe Evolución y Perspectivas eCommerce 2017, realizado por el Observatorio eCommerce y EY, señala que casi el 90% de las tiendas online encuestadas prevé aumentar sus resultados en 2017, habiendo un aumento en la percepción de la importancia del eCommerce, la multicanalidad y la publicidad online.

[section label=”La publicidad online afecta directamente a las ventas offline” anchor=”La publicidad online afecta directamente a las ventas offline”]

La publicidad online afecta directamente a las ventas offline

En un mercado en el que las marcas no solo tienen que enfrentarse al desinterés general de los consumidores por la publicidad, sino que además tienen que ser capaces de sobreponerse al hecho de que los propios consumidores sean cada vez más activos a la hora de bloquear la publicidad o directamente no verla –a causa de adblockers o que la cierran a los pocos segundos–, se podría pensar que la publicidad online sirve para poco o para nada.

Sin embargo, según el estudio realizado por investigadores de Yahoo Research, parece ser que los anuncios online influyen en el consumidor más allá de las pantallas, llegando al terreno offline.

Los investigadores partieron de datos asociados a una campaña de ropa de un minorista en Estados Unidos, incluyendo en el experimento a más de 3 millones de usuarios de Yahoo. Esos usuarios recibieron impactos publicitarios controlados, un grupo fue expuesto a los anuncios del cliente –grupo experimental–, y otro grupo visionó anuncios control sin relación alguna –grupo control–.

Esto permitió evaluar la cantidad de consumidores que compraron en ausencia de la campaña publicitaria del minorista y los que compraron con la campaña con el objetivo de conocer si los anuncios online podían afectar a las ventas del minorista cuando estas eran en un 90% offline.

Las campañas asociadas al minorista consistían en múltiples imágenes atractivas de los objetos en cuestión, acompañados de información detallada del producto pero sin incluir el precio, tuvieron un impacto directo sobre el grupo experimental: ver esos anuncios les hizo comprar más esa marca de ropa, aumentando sus ventas en un 3,6% y triplicando el retorno de su inversión publicitaria, siendo rentable este tipo de campañas a corto plazo.

Sin el experimento, el minorista podría haber concluido erróneamente que los anuncios sólo aumentaron las ventas online y no offline. Irónicamente, esto podría haber dado lugar a la falta de inversión en la publicidad en línea.” Dijo Reiley, uno de los investigadores.

Lo interesante del estudio no es sólo que ligue la publicidad online y el aumento de las ventas, sino que también demuestra que los anuncios online tienen un impacto directo sobre lo que ocurre fuera de la red.

Las estimaciones de la eficacia de los anuncios tienden a ser pequeñas, pero también imprecisas. Incluso con un estudio de 3 millones de usuarios, los métodos estandarizados para mejorar la precisión mediante el control de la conducta y la demografía de los clientes fueron menos eficaces de lo que la mayoría esperaba. Sin embargo, gracias al uso de un grupo control en el experimento, hemos mejorado por seis veces la precisión estadística de nuestras estimaciones de los efectos de anuncios. Para los gerentes, esta mejora podría ser el factor decisivo en saber si la publicidad online tiene un claro impacto positivo y estadísticamente significativo. Esperamos que las ideas en nuestro diseño puedan ayudar a las empresas a invertir con confianza en las campañas publicitarias cuando es probable que sea rentable” explicó Johnson, uno de los investigadores.

[section label=”La importancia del eCommerce en 2017″ anchor=”La importancia del eCommerce en 2017″]

La importancia del eCommerce en 2017

No sólo hay buenas noticias para las ventas offline, también el eCommerce gana fuerza según el informe Evolución y Perspectivas eCommerce 2017, ya que casi el 90% de las tiendas online encuestadas prevé aumentar sus resultados en 2017.

Siguiendo con esta previsión, el 70% de los encuestados aumentará su presupuesto en marketing online durante 2017, frente al 51% que apostó por mejorar sus inversiones en este ámbito en 2016. De hecho, prácticamente la mitad de los responsables de eCommerce (48%) prevé incrementarlo en más del 10%. El 22% restante asegura que crecerá hasta un 10%.

Screenshot_6
Fuente: Observatorio eCommerce

[section label=”La inversión en publicidad en RRSS no destacará a pesar de su importancia” anchor=”La inversión de publicidad en RRSS no destacará a pesar de su importancia”]

La inversión en publidad en RRSS no destacará a pesar de su importancia

Sobre la publicidad en redes sociales, parece que no se invertirá tanto a pesar de que, según los datos del INE, el 67% de los 27,7 millones de personas que utilizaron internet en los últimos tres meses ha participado en redes sociales como Facebook o Twitter –más de 18 millones de usuarios– y el 26% de los compradores online llega hasta la web del comercio digital a través de las redes sociales.

Screenshot_7
Fuente: Observatorio eCommerce

Por otro lado, el gasto medio del comprador de comercio electrónico sigue concentrándose mayoritariamente entre los 50 y los 100 euros (39%) y la mayor parte de los comercios no ofrecen un punto de recogida (47%), lo que implica que lo envían al domicilio del consumidor directamente frente a un 30% que ofrecen recogida en tienda.

Screenshot_11
Fuente: Observatorio eCommerce

 Los resultados de la encuesta apuntan a que los buscadores SEO (35%) y el tráfico directo (19%) son las principales fuentes de tráfico para las webs de eCommerce, seguidos de SEM (16%) y redes sociales (16%), que experimentan un ligero descenso con respecto al año pasado.

Screenshot_8
Fuente: Observatorio eCommerce

[section label=”Las empresas se inclinan hacia la multicanalidad” anchor=”Las empresas se inclinan hacia la multicanalidad”]

Las empresas se inclinan hacia la multicanalidad

En cuanto a la penetración del Smartphone en las transacciones comerciales, el estudio recalca que va “a pasos lentos, pero seguros” ofreciendo todavía muchas oportunidades en la generación de ingresos. De ahí que las empresas estén muy concienciadas en la adaptación de sus webs: el 79% de los eCommerce consultados asegura que tiene web responsive (web adaptada a los dispositivos móviles), frente al 70% de 2015 o el 42% de 2014.

Screenshot_9
Fuente: Observatorio eCommerce

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Los resultados del Informe de Evolución y Perspectivas eCommerce 2017 muestran que la multicanalidad crece con fuerza y continúa su consolidación, hasta el punto de ser ya el 71% los que consideran que las ventas multichannel aumentarán en este ejercicio.

Screenshot_10
Fuente: Observatorio eCommerce

De hecho, en este punto ganan especial relevancia las previsiones de incremento motivado por mayores ventas offline. Así, el 27% de los responsables de tiendas en internet apuntan en esta dirección, frente al 10% que lo hacían en 2016.

 “Los ecommerce ya no están solo interesados en incrementar las ventas, para lo que siguen invirtiendo en marketing online, internacionalizándose y facilitando totalmente el acceso multicanal, sino que además están buscando fidelizar al cliente. Para ello, escuchar la percepción de los clientes, el chat de ayuda online, e invertir en personalización y diseño son algunas de las tendencias clave“, dice Sofía Medem, Socia Responsable del Área de Cliente de EY.

Con el objetivo de lograr la satisfacción de los clientes, más de la mitad de los eCommerce encuestados ya cuentan con herramientas de satisfacción online y, además, ahora ganan posiciones en atención al cliente. Concretamente, el porcentaje de negocios digitales que han incorporado un chat de ayuda al usuario ha crecido 18 puntos en el último año, hasta el actual 45%.

La multicanalidad es una de las principales oportunidades de crecimiento que tienen las empresas, independientemente del sector, ya que no tener este tipo de estrategia puede conllevar la pérdida de entre el 15% y el 20% del volumen de clientes“, asegura Sofía Medem.

YAHOO RESEARCH. When Less is More: Data and Power in Advertising Experiments. 29 de diciembre de 2015 [consultado 20-02-2017]. Disponible en: http://davidreiley.com/papers/WhenLessIsMore.pdf

OBSERVATORIO ECOMMERCE & EY. Informe de Evolución y Perspectivas eCommerces. 2017. [consultado 20-02-2017]. Disponible en: http://observatorioecommerce.com/archivos/informe-ecommerce-2017-web.pdf

EUREKALERT. Over 80% of online ad effect is on offline sales. 2 de febrero de 2017 [consultado 20-02-2017]. Disponible en: https://www.eurekalert.org/pub_releases/2017-02/ifor-o8o020217.php

SCIENCE DAILY. Over 80% of online ad effect is on offline sales. 2 de febrero de 2017 [consultado 20-02-2017]. Disponible en: https://www.sciencedaily.com/releases/2017/02/170202161340.htm

PHYS ORG. Over 80% of online ad effect is on offline sales. 2 de febrero de 2017 [consultado 20-02-2017]. Disponible en: https://phys.org/news/2017-02-percent-online-ad-effect-offline.html

PUROMARKETING. Dos de cada tres tiendas online prevén que sus ventas aumentarán más del 10% en 2017. 14 de febrero de 2017. [consultado 20-02-2017]. Disponible en: http://www.puromarketing.com/76/28360/dos-cada-tres-tiendas-online-preven-ventas-aumentaran-mas.html

PUROMARKETING. Los anuncios online impactan cada vez más en las decisiones de compra offline. 6 de febrero de 2017. [consultado 20-02-2017]. Disponible en: http://www.puromarketing.com/25/28307/anuncios-online-impactan-cada-vez-decisiones-compra-offline.html

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