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Reading: Silvina Moschini: “La publicidad móvil: el próximo gran desafío de las redes sociales” | “Mobile advertising: the next big challenge for the social networks” – Intuic
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Silvina Moschini: “La publicidad móvil: el próximo gran desafío de las redes sociales” | “Mobile advertising: the next big challenge for the social networks” – Intuic

Alberto Saldamando
Last updated: March 23, 2012 10:53 AM
By Alberto Saldamando
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La publicidad móvil: el próximo gran desafío de las redes sociales

 Las plataformas de sociabilidad online cada vez reciben más visitas desde dispositivos móviles. Pero su reto es convertir ese tráfico en dinero para potenciar su rendimiento comercial. ¿Cuáles son los planes de Facebook y Twitter?

Por: Silvina Moschini | CEO Intuic | The Social Media Agency

En diciembre de 2011, 425 millones de usuarios se conectaron a Facebook desde dispositivos móviles. Sin embargo, la red social creada por Mark Zuckerberg no ganó un centavo en términos de publicidad a partir de ese enorme caudal de tráfico. Mientras la versión tradicional de la plataforma demuestra su rentabilidad (durante el último año obtuvo ingresos publicitarios de U$S 3.7 mil millones), Facebook aún se encuentra frente al reto de lograr ganancias gracias al auge de los móviles, sin afectar la usabilidad de la plataforma.

Es que, con seis mil millones de líneas de telefonía móvil a nivel mundial y el porcentaje de teléfonos inteligentes también en franco ascenso, no quedan dudas de dónde estarán gran parte de los negocios del futuro para el marketing online. Twitter también ha tomado cuenta de esto, y anunció que sus “cuentas patrocinadas” estarán habilitadas para sus versiones en Android y iOS. Hasta ahora, los avisos publicitarios de la red de estaban disponibles en su sitio móvil estándar, pero no en las aplicaciones nativas para cada sistema operativo.

En el comunicado oficial que lanzó la red social de los 140 caracteres para informar de los cambios, se hace eje en la comodidad de uso de la plataforma móvil. Según la compañía, en las próximas actualizaciones de las aplicaciones móviles, los tweets promocionados se integrarán orgánicamente, y tendrán un aspecto similar al de cualquier otro mensaje.  Además, aparecerán en la línea de tiempo una sola vez, y desaparecerán a medida que  surjan publicaciones de otros usuarios.

En un principio, los mensajes patrocinados móviles serán vistos por aquellos navegantes que sigan a la marca en cuestión, y luego se van a ir incorporando de manera paulatina a todos los usuarios de la red. Por su parte, las cuentas patrocinadas serán mostradas en la sección “a quién seguir”, tal como sucede en la versión de escritorio de la plataforma. En la actualidad el 55% de los usuarios activos de Twitter se conectan a la red desde dispositivos móviles. Con esta incorporación paulatina de publicidad, la plataforma apuesta a generar un modelo de anuncios poco invasivo, que no impacte negativamente en la experiencia de los navegantes pero que, a la vez, le permita percibir más ingresos a partir de su creciente tráfico móvil.

Las dudas de Facebook

Su actual incapacidad para generar ganancias a partir de la publicidad en dispositivos móviles es una de las principales preocupaciones de la mayor red social. De hecho, fue mencionada como una de sus debilidades en la documentación que la propia compañía presentó ante las autoridades, en la preparación de su inminente salida a bolsa.

Por supuesto que Facebook podría comenzar a incluir publicidad en su plataforma móvil mañana mismo. Pero, al igual que en el caso de Twitter, lo que preocupa a la empresa creada por Mark Zuckerberg es cómo crear un modelo publicitario que no inunde a su interfaz con avisos y termine ahuyentando a los usuarios. La apuesta de la mayor red social es, en principio, imitar la estrategia de su principal competidor Twitter. Al igual que la red social de los 140 caracteres, Facebook planea implementar una solución publicitaria móvil en la cual los avisos aparezcan entre las actualizaciones tradicionales de la plataforma.

El desafío de combinar usabilidad con rentabilidad

Tanto en el caso de Facebook como de Twitter, la pregunta del millón es ¿estarán los anunciantes dispuestos a invertir su presupuesto publicitario en avisos que tengan la misma presencia visual que un mensaje tradicional? Paradójicamente, el éxito de las plataformas móviles está poniendo a las redes sociales en una encrucijada. En dispositivos con una pantalla más pequeña, el espacio para generar contenidos publicitarios sin incomodar a los usuarios es menor que en una computadora de escritorio. Las plataformas se encuentran entonces ante el reto de ofrecer nuevas modalidades publicitarias que logren convencer tanto a anunciantes como a usuarios.

Por el lado de los expertos en marketing, y de aquellas empresas que buscan incrementar su visibilidad a través de la presencia en dispositivos móviles, el desafío pasa hoy más que nunca por la calidad de los contenidos. En un ambiente cada vez más dinámico y cargado de información, las compañías que quieran diferenciarse deberán centrarse en dar a los usuarios información de valor agregado, y apostar a la interacción de dos vías como forma de reforzar su relación con los consumidores.

Lo cierto es que la movilidad es el gran paradigma que está cambiando la forma en que los usuarios navegan la red. Y, sin lugar a dudas, la revolución móvil traerá consigo nuevas soluciones y plataformas publicitarias destinadas a explotar su rentabilidad. Todos los sabemos: no hay modelo comercial que funcione sin una forma genuina de financiamiento. Los consumidores ya están en la red móvil, un reciente estudio presentado por la compañía de anuncios inMobi en el último Mobile World Congress  revela que los usuarios de teléfonos inteligentes y tablets consumen más contenidos a través de los dispositivos móviles que mediante la TV. El próximo desafío es que las marcas logren llegar a este enorme universo de consumidores potenciales, con estrategias inteligentes que no impacten negativamente en su experiencia de uso.

 [EN]: 

Mobile advertising: the next big challenge for the social networks 

The online sociability networks are receiving an increasing number of visits from mobile devices. But the challenge is to turn this traffic into money to boost their commercial performance. What plans do Facebook and Twitter have?

By: Silvina Moschini, CEO & Founder Intuic | The Social Media Agency

In December 2011, 425 million users logged on to Facebook from mobile devices. Nevertheless, the social network created by Mark Zuckerberg didn’t earn a cent from advertising from this enormous flood of traffic. While the traditional version of the platform demonstrates its profitability (during the last year it earned $3.7 billion from advertising income), Facebook is still faced with the challenge of making a profit, thanks to the rise in mobile use, without affecting the platform’s usability.

With six billion mobile phone lines worldwide and the percentage of smartphones rising sharply, there is no doubt where the big share of future business is for online marketing. Twitter has also taken this into account and announced that ‘Promoted Accounts’ will be made available for its Android and IOS versions. Until now, advertising messages on the web were available on its standard mobile website, but not on the native applications for each operative system.

In a press release announcing the changes by the 140 character social network, it underlines the user friendliness of the mobile platform. According to the company, in the next mobile application updates, promoted tweets will be integrated organically, and will look similar to any other messages. In addition, they will appear only once on the timeline, and will disappear as soon as other users’ tweets appear.

To begin with, the promoted tweets will be seen by those users who follow the brand in question, and will later be slowly integrated for all web users. For their part, promoted accounts will be shown on the ‘Suggestions for you’ feature, as happens in the PC version of the platform. Currently 55% of users active on Twitter log on from mobile devices. With this slow incorporation, the platform is betting on generating a minimally-intrusive advertising model that will not negatively affect user experience but will, at the same time, generate more income from the rise in mobile traffic.

Facebook’s doubts

Its current inability to generate income from mobile device advertising is one of the social network’s main worries. In fact, it was mentioned as one of its weaknesses in documentation that that the company itself presented to the authorities in preparation for its imminent listing on the stock market.

Of course Facebook could start to include advertising tomorrow. But, just like Twitter, what concerns the company created by Mark Zuckerberg is how to create an advertising model that doesn’t flood the interface with adverts and end up by driving users away. The bet by the biggest social network is, in principal, to imitate the strategy of its main competitor. Just like the micro blogging service, Facebook is planning to implement a mobile advertising solution in which adverts appear among the platform’s traditional updates.

The challenge of combining usability with profitability

Just as much in the case of Facebook as that of Twitter, the $64m question is, will advertisers be prepared to invest their advertising budget in adverts that have the same visual presence as a traditional message? Paradoxically, the success of the mobile platforms is presenting the social networks with a dilemma. In devices with a smaller screen, the space for generating advertising content without bothering users is smaller than that of a PC. Platforms are therefore faced with the challenge of offering new advertising modalities that manage to convince both advertisers and users.

From the angle of marketing experts, and that of businesses that are looking to increase their visibility through their presence on mobile devices, the challenge has today become a question of content quality. In an increasingly dynamic environment loaded with information, companies that want to standout will have to concentrate on giving users information with added value, and commit themselves to two-way interaction as a way of reinforcing their relation with consumers.

What is true is that mobility is the great paradigm that is changing the way users surf the web. And, undoubtedly, the mobile revolution will bring with it new solutions and advertising platforms destined to exploit profitability. We all know that there is no advertising model that works without a genuine form of financing. Consumers are already using the mobile web, a recent study presented by the advertising company inMobi at the last Mobile World Congress revealed that smartphone and tablet users consume more content through their mobile devices than through TV. The next challenge is for brands to reach this enormous potential customer universe with intelligent strategies that do not negatively affect user experience.

Professional Profile: https://www.linkedin.com/in/smoschini

Professional Photograph: http.//www.flickr.com/photos/63113105@N02

Find us on: image002 image003 image004 image005 image006     

 Silvina Moschini is CEO and Founder of Intuic | The Social Media Agency. Expert in Social Media Marketing and Online Visibility, she is frequently invited to give her opinions in prestigious media such as CNN. Born in Argentina, Silvina has developed an important career in businesses in the communication field such as Visa International, Compaq Computer Corporation and Patgon.com. This leads her to travel around the world constantly and establish herself in cities such as Miami and Barcelona.

About Intuic:

INTUIC | The Social Media Agency is a multinational interactive marketing agency specializing in online visibility and social media. It was founded in 2003 by Silvina Moschini as part of KMGi, the award-winning online visibility corporate group that includes KMGi Studios, Wikiexperts.us, Publicity Guaranteed, The Syndicated News, and All Online Advertisers.

INTUIC is positioned in the market as an innovative and cutting-edge agency, with the knowledge and experience needed to develop holistic and interactive marketing and communication campaigns. It has offices in Mexico, Argentina, USA, Italy, Spain, and England, with significant support in five additional locations.

www.intuic.com

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ByAlberto Saldamando
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Alberto is the Founder and Editor-in-Chief of ElMundoTech.com and Freelance Writer/Blogger focused on Tech, Games, Internet, Electronic Devices, Anime & Manga, Space, and other related topics since 2006. エル·ムンド·テク.
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