{"id":3327,"date":"2017-11-23T16:48:45","date_gmt":"2017-11-23T14:48:45","guid":{"rendered":"http:\/\/comunidad.iebschool.com\/saladeprensa\/?p=3327"},"modified":"2017-11-23T16:48:45","modified_gmt":"2017-11-23T14:48:45","slug":"iebs-kanlli-informe-search-marketing","status":"publish","type":"post","link":"https:\/\/www.iebschool.com\/saladeprensa\/2017\/11\/23\/iebs-kanlli-informe-search-marketing\/","title":{"rendered":"IEBS y Kanlli presentan el Informe \u201cSearch: nuevos escenarios, grandes oportunidades\u201d"},"content":{"rendered":"<a href=\"https:\/\/www.iebschool.com\/saladeprensa\/wp-content\/uploads\/2017\/11\/Informe-Search-Marketing-Kanlli-e-IEBS.jpg\" rel=\"attachment wp-att-3328\"><img class=\"alignnone wp-image-3328 size-full\" title=\"Informe Search Marketing\" src=\"https:\/\/www.iebschool.com\/saladeprensa\/wp-content\/uploads\/2017\/11\/Informe-Search-Marketing-Kanlli-e-IEBS.jpg\" alt=\"Informe Search Marketing\" width=\"739\" height=\"382\" \/><\/a>\n\n<b>Barcelona, 23 de noviembre de 2017.-<\/b><span style=\"font-weight: 400;\"> La <\/span><a href=\"http:\/\/www.iebschool.com\/\" target=\"_blank\" rel=\"noopener\"><b>Escuela de Negocios IEBS<\/b><\/a><span style=\"font-weight: 400;\"> ha colaborado con la agencia de marketing digital <\/span><a href=\"http:\/\/www.kanlli.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Kanlli<\/span><\/a><span style=\"font-weight: 400;\"> en la elaboraci\u00f3n de la publicaci\u00f3n sobre Search Marketing titulada <\/span><a href=\"http:\/\/www.kanlli.com\/publicaciones\/search-nuevos-escenarios-grandes-oportunidades-2017\/\" target=\"_blank\" rel=\"noopener\"><b>\u201cSearch: nuevos escenarios, grandes oportunidades\u201d<\/b><\/a><span style=\"font-weight: 400;\">, que pone de relieve distintas tendencias del marketing en buscadores a corto y medio plazo.<\/span>\n\n<span style=\"font-weight: 400;\">En la publicaci\u00f3n se analizan hasta 10 escenarios de inter\u00e9s para el marketing en buscadores, tales como voice search, visual search, anal\u00edtica predictiva aplicada a las sugerencias de b\u00fasqueda, ROPO y omnicanalidad, presencia en marketplaces, comparadores, campa\u00f1as automatizadas o el futuro del AMP, entre otros.<\/span>\n\n<span style=\"font-weight: 400;\">La presentaci\u00f3n del informe se ha llevado a cabo en el marco de uno de los Digital Tracks que organiza la Asociaci\u00f3n Espa\u00f1ola de la Econom\u00eda Digital (adigital), en una mesa redonda moderada por el CEO de Kanlli, Gonzalo Ib\u00e1\u00f1ez, y en la que han participado algunos de los expertos que han colaborado en la publicaci\u00f3n: la\u00a0Responsable Originaci\u00f3n Digital en EVO Banco,\u00a0Leyre P\u00e9rez San Jos\u00e9; el Director de Marketing en Prosegur Espa\u00f1a,\u00a0David S\u00e1nchez Huerta, y el Cofundador y CEO en Celebrents,\u00a0Gonzalo Fern\u00e1ndez.<\/span>\n\n<span style=\"font-weight: 400;\">Durante el acto, se han puesto encima de la mesa temas como el voice search y el visual search, dos tendencias que impulsan desde hace tiempo grandes players del mercado como Google, Amazon, eBay o Pinterest. <\/span>\n\n<span style=\"font-weight: 400;\">Sobre las b\u00fasquedas por voz, Ib\u00e1\u00f1ez ha hecho notar la extraordinaria relevancia que est\u00e1 adquiriendo en b\u00fasquedas a trav\u00e9s de m\u00f3vil y c\u00f3mo tiene un peso extraordinario en las consultas realizadas a los asistentes digitales. <\/span><i><span style=\"font-weight: 400;\">\u201cEn el caso de los asistentes, sobre todo los dom\u00e9sticos como Google Home y Amazon Echo, no hay teclado, no hay pantalla. Las b\u00fasquedas han de hacerse de viva voz y se ofrecer\u00e1 una respuesta \u00fanica\u201d<\/span><\/i><span style=\"font-weight: 400;\">, ha comentado el experto, quien prev\u00e9 que, en este contexto, desaparecer\u00e1n las SERP a favor del resultado \u00fanico.<\/span>\n\n<span style=\"font-weight: 400;\">Otro tema de relevancia ha sido la b\u00fasqueda visual, una tendencia que supone una gran oportunidad para el sector eCommerce ya que, gracias a la tecnolog\u00eda, los usuarios podr\u00e1n encontrar objetos a la venta en Internet que localicen en el mundo f\u00edsico, tan s\u00f3lo fotografi\u00e1ndolos con su smartphone. <\/span>\n\n<span style=\"font-weight: 400;\">La anal\u00edtica predictiva aplicada a las b\u00fasquedas tambi\u00e9n ha sido un tema que ha acaparado mucho inter\u00e9s, por la novedad y porque necesita de la inteligencia artificial. La anal\u00edtica predictiva har\u00e1 que el motor de b\u00fasqueda sea capaz de anticiparse a las necesidades del usuario, incluso en relaci\u00f3n a aspectos que ni el propio usuario hab\u00eda contemplado.<\/span><span style=\"font-weight: 400;\">\n<\/span><span style=\"font-weight: 400;\">\n<\/span><span style=\"font-weight: 400;\">En relaci\u00f3n al punto sobre ROPO y omnicanalidad, los expertos se mostraron de acuerdo en que las tiendas deber\u00e1n reinventarse y aportar otro tipo de valores que complementen a su versi\u00f3n digital.<\/span><span style=\"font-weight: 400;\">\n<\/span><span style=\"font-weight: 400;\">\n<\/span><span style=\"font-weight: 400;\">\u201cSearch: nuevos escenarios, grandes oportunidades\u201d es de acceso p\u00fablico y gratuito y puede <\/span><a href=\"http:\/\/www.kanlli.com\/publicaciones\/search-nuevos-escenarios-grandes-oportunidades-2017\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">descargarse aqu\u00ed<\/span><\/a><span style=\"font-weight: 400;\">.<\/span>","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[156,157],"class_list":["post-3327","post","type-post","status-publish","format-standard","hentry","category-notas-de-prensa","tag-marketing","tag-marketing-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.9 (Yoast SEO v24.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IEBS y Kanlli presentan el Informe \u201cSearch: nuevos escenarios, grandes oportunidades\u201d - Sala de Prensa<\/title>\n<meta name=\"description\" content=\"Barcelona, 23 de noviembre de 2017.- La Escuela de Negocios IEBS ha colaborado con la agencia de marketing digital Kanlli en la elaboraci\u00f3n de la\" \/>\n<meta name=\"robots\" content=\"index, follow, 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