{"id":4301497,"date":"2023-04-11T18:21:53","date_gmt":"2023-04-11T16:21:53","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=case&#038;p=4301497"},"modified":"2025-07-16T19:06:16","modified_gmt":"2025-07-16T17:06:16","slug":"convirtiendo-suscriptorxs-en-clientes-con-nurturing-personalizado","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/latam\/case\/convirtiendo-suscriptorxs-en-clientes-con-nurturing-personalizado\/","title":{"rendered":"Convirtiendo suscriptorxs en clientes con nurturing personalizado"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >smart<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Convirtiendo suscriptorxs en clientes con nurturing personalizado<\/p><\/div>\n\n<div\n\t\tclass=\"image-wrap block-image__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/04\/smart-ev-brand-image.jpg\"\n\t\t\t\tclass=\"image block-image__image\"\n\n\t\t\t\t\t\t\t\talt=\"smart EV brand image \"\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Servicios&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tMarca y Medios\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >En 2022, smart se adentr\u00f3 en el mercado de veh\u00edculos el\u00e9ctricos y present\u00f3 su modelo smart #1.<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >Gracias a Adobe Journey Optimizer, el equipo de automatizaci\u00f3n de marketing de DEPT\u00ae logr\u00f3 convertir el 11% de su base de datos en pre\u00f3rdenes.<\/p><\/div>\n\n<div class=\"video video__type--vimeo block-video__video\">\n\t<div\n\t\tclass=\"video__player block-video__video plyr__video-embed js-video-player\"\n\t\tdata-provider=\"vimeo\"\n\t\tdata-ratio=\"sixteen-nine\"\n\t\tdata-autoplay=\"true\"\n\t\tdata-loop=\"true\"\n\t\tdata-muted=\"true\"\n\t\tdata-background-mode=\"false\"\n\t\tdata-auto-pause=\"false\"\n\t\tdata-controls=\"mute\">\n\n\t\t\t\t\t<iframe\n\t\t\t\tclass=\"video__ratio--sixteen-nine\"\n\t\t\t\tsrc=\"https:\/\/player.vimeo.com\/video\/807661137?background=0&#038;autoplay=1&#038;controls=0&#038;byline=0&#038;title=0&#038;muted=1&#038;loop=1&#038;portrait=0&#038;speed=0&#038;gesture=media&#038;dnt=1\"\n\t\t\t\tframeBorder=\"0\"\n\t\t\t\tallow=\"autoplay; fullscreen\"\n\t\t\t\tallowFullScreen\n\t\t\t\ttitle=\"Vimeo video\"\n\t\t\t><\/iframe>\n\t\t\t<\/div>\n\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Smart se vuelve totalmente el\u00e9ctrico y e\u2011commerce<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>En 2022, smart pas\u00f3 a ser completamente el\u00e9ctrico y se reposicion\u00f3 como l\u00edder en el mercado de veh\u00edculos el\u00e9ctricos (VE). Para esta nueva etapa, necesitaban generar entusiasmo por el lanzamiento, generar leads y convertirlos en pre\u00f3rdenes.\u00a0<br><br>Al mismo tiempo, decidieron invertir con fuerza en e-commerce. Aunque mantendr\u00edan algunos concesionarios seleccionados, su objetivo era vender la mayor\u00eda de los autos online. Este cambio de arquitectura a\u00f1adi\u00f3 complejidad a su stack tecnol\u00f3gico.<br><br>Con dos transformaciones monumentales simult\u00e1neas, smart necesitaba una <a href=\"https:\/\/www.deptagency.com\/latam\/soluciones\/marca-y-medios\/\" target=\"_blank\" rel=\"noreferrer noopener\">estrategia de marketing digital<\/a> sofisticada y tecnolog\u00eda robusta que la respalde.<a href=\"https:\/\/www.deptagency.com\/en-uki\/case\/converting-subscribers-into-customers-with-personalised-nurturing\/?utm_source=chatgpt.com\"><\/a><\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\t\tclass=\"image-wrap block-image__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/04\/smart-car-marketing-automation.jpg\"\n\t\t\t\tclass=\"image block-image__image\"\n\n\t\t\t\t\t\t\t\talt=\"smart car marketing automation \"\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Una campa\u00f1a de hype para smart<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Para promocionar el lanzamiento del nuevo \u201csmart #1\u201d, smart primero revel\u00f3 el auto en Berl\u00edn durante el World Premiere el 7 de abril de 2022.\u00a0<br><br>Ese mismo d\u00eda lanzaron su nuevo sitio web, que inclu\u00eda un formulario con acceso anticipado para pre\u00f3rdenes.\u00a0<br><br>Antes del estreno, nuestra estrategia de automatizaci\u00f3n de marketing se enfoc\u00f3 en crear una campa\u00f1a de hype despertando intriga sobre el auto nuevo y anticipando el lanzamiento en el World Premiere.\u00a0<br><br>Luego del World Premiere y la revelaci\u00f3n del auto, el foco de la comunicaci\u00f3n vir\u00f3 hacia una campa\u00f1a de experiencia del usuario mucho m\u00e1s hol\u00edstica, invitando a lxs pilotos a \u201creservar su asiento\u201d.\u00a0<br><br>En menos de un mes, lograron su meta de registro: 10.000 personas para acceso anticipado a pre\u00f3rdenes y 10.000 suscripciones nuevas al newsletter.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\t\tclass=\"image-wrap block-image__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/04\/smart-marketing-automation-welcome-journey.jpg\"\n\t\t\t\tclass=\"image block-image__image\"\n\n\t\t\t\t\t\t\t\talt=\"smart marketing automation welcome journey \"\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Creando una experiencia de cliente<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Establecimos la base de un nuevo programa de Customer Relationship Management (CRM y automatizaci\u00f3n de marketing). Esto inclu\u00eda desarrollar diferentes recorridos para usuarixs nuevxs y recurrentes, impulsando as\u00ed la lealtad de marca y seguimiento hasta la conversi\u00f3n.<br><br>Como primera campa\u00f1a, creamos emails para generar expectativa sobre el lanzamiento, anunciar el registro para el acceso anticipado a la pre\u2011orden y tambi\u00e9n dar la bienvenida a nuevxs suscriptorxs. El objetivo fue convertir a la mayor cantidad posible de suscriptorxs en personas que preordenaran un nuevo auto smart.<br><br>En total, implementamos once journeys y enviamos 8 emails adicionales de campa\u00f1a dentro de Adobe Journey Optimizer.<br><br>Implementamos m\u00faltiples journeys para cada fase del recorrido del cliente.<\/p>\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t><strong>Onboarding\u00a0<\/strong><\/p>\n\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>Journeys: DOI, preferencias de contacto, clasificaci\u00f3n de leads y bienvenida.<\/li><li>Actividades: incorporar nuevos leads, presentarles la marca y sus beneficios. Esto colabor\u00f3 con la identificaci\u00f3n de sus canales preferidos (email o SMS), compartir la historia de smart y ayudarlxs a encontrar su modelo ideal.<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t><strong>Fase de nurturing<\/strong><\/p>\n\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>Journeys: nurturing, cuentas regresivas, conversi\u00f3n y reactivaci\u00f3n de las pre\u00f3rdenes.<\/li><li>Actividades: informar sobre el dise\u00f1o, funcionalidades y sustentabilidad del auto. Durante la cuenta regresiva, guiamos a lxs leads hacia la preorden.\u00a0<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t><strong>Fase de preorden<\/strong><\/p>\n\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>Actividades: durante la fase de preorden lxs leads pod\u00edan adelantar la compra con un cup\u00f3n, obteniendo acceso anticipado.<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>Adem\u00e1s de estos recorridos, se enviaron mensajes puntuales para reforzar el seguimiento. Algunos ejemplos son detalles sobre test-drives, l\u00edneas espec\u00edficas, eventos y contenido estacional.<\/p>\n<\/div>\n\t\n\t<\/div>\n\n<div\n\t\tclass=\"image-wrap block-image__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/04\/smart-car-marketing-automation-campaign.jpg\"\n\t\t\t\tclass=\"image block-image__image\"\n\n\t\t\t\t\t\t\t\talt=\"smart car marketing automation campaign \"\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t11%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tde la base de datos se convirti\u00f3 en pre\u00f3rdenes\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t300%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tpor encima del benchmark de conversi\u00f3n en la industria automotriz\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t5 meses\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tantes de lo previsto se lograron los objetivo\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >\u00bfY ahora qu\u00e9 sigue?<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>La campa\u00f1a se planific\u00f3 e implement\u00f3 en menos de 9 meses. Ahora el foco est\u00e1 en las siguientes fases del customer journey y en optimizar los journeys actuales. Tambi\u00e9n se incorporar\u00e1n nuevos canales y se desarrollar\u00e1n recorridos para la fase postventa. Adem\u00e1s, se trabajar\u00e1 en el enriquecimiento de datos para brindar una experiencia a\u00fan m\u00e1s personalizada.<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li><strong>La smart app<\/strong>: ser\u00e1 un nuevo canal y permitir\u00e1 conocer mejor el comportamiento de usuarixs.<\/li><li><strong>El auto<\/strong>: explorar c\u00f3mo integrarlo directamente a los journeys.<\/li><li><strong>Cuidado<\/strong>: educar sobre productos y servicios despu\u00e9s de la compra.<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>Para maximizar cada iniciativa nueva, se integrar\u00e1n todas las herramientas de Adobe y se crear\u00e1 una visi\u00f3n del cliente 360\u00b0. La experiencia en marketing automatizado de nuestro equipo y la <a href=\"https:\/\/www.deptagency.com\/latam\/partner\/adobe\/\" target=\"_blank\" rel=\"noreferrer noopener\">tecnolog\u00eda de Adobe<\/a> permitir\u00e1n que smart sea flexible, est\u00e9 preparada para el futuro y completamente integrada.<\/p>\n<\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4160612,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#E53238","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[41532],"case-category":[42205,42725],"award":[],"person":[25074],"case-industry":[42210,42729],"class_list":["post-4301497","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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