{"id":8664,"date":"2020-06-14T16:29:00","date_gmt":"2020-06-14T14:29:00","guid":{"rendered":"https:\/\/estrategiamarketing.digital\/que-es-el-return-on-engagement-roe\/"},"modified":"2025-04-30T12:32:57","modified_gmt":"2025-04-30T10:32:57","slug":"que-es-el-return-on-engagement-roe","status":"publish","type":"post","link":"https:\/\/estrategiamarketing.digital\/ca\/que-es-el-return-on-engagement-roe\/","title":{"rendered":"Qu\u00e8 \u00e9s el Return on Engagement (ROE)"},"content":{"rendered":"\n

Coneixem b\u00e9 el concepte de ROI<\/a><\/strong> (Return On Investment), el retorn sobre la inversi\u00f3, que mesura el benefici<\/strong> obtingut en relaci\u00f3 amb la inversi\u00f3<\/strong> realitzada. En aquest article explicarem qu\u00e8 \u00e9s el ROE<\/strong> ( Return on Engagement<\/strong> ) un concepte utilitzat en m\u00e0rqueting digital des de fa poc m\u00e9s de deu anys. <\/p>\n\n

En primer lloc \u00e9s important traduir el concepte de \u201c Engagement<\/strong> \u201d, perqu\u00e8 tinguem ben clar de qu\u00e8 parlem. D’acord, dominem l’angl\u00e8s, per\u00f2 de vegades es fa m\u00e9s senzill entendre les coses al nostre idioma. <\/p>\n\n

En el context del m\u00e0rqueting digital, per engagement entenem el comprom\u00eds<\/strong> , la fidelitat<\/strong> , la implicaci\u00f3<\/strong> , la participaci\u00f3<\/strong> d’una persona amb una marca. \u00c9s d’alguna manera un indicador<\/strong> que mesura el nivell d’adhesi\u00f3,<\/strong> vinculaci\u00f3<\/strong> d’aquesta persona a la marca. <\/p>\n\n

Tradicionalment, les marques han intentat calcular quant comprom\u00eds<\/strong> i implicaci\u00f3<\/strong> pot<\/strong> generar<\/strong> una<\/strong> determinada<\/strong> acci\u00f3 o estrat\u00e8gia<\/strong> \u2013 i la corresponent inversi\u00f3 econ\u00f2mica \u2013 en xarxes socials, bloc, web, app, v\u00eddeo\u2026<\/p>\n\n

La difer\u00e8ncia amb el ROI \u00e9s que el ROE<\/strong> \u00e9s m\u00e9s dif\u00edcil de traduir en n\u00fameros<\/strong> , ja que estem parlant no nom\u00e9s d’interacci\u00f3 amb la marca, que es pot mesurar de diferents maneres, per\u00f2 sobretot de l’impacte a la for\u00e7a<\/strong> d’una marca.<\/p>\n\n

\"Return<\/a><\/div>\n\n

KPIs de l’Engagement<\/h4>\n\n

Hi ha tota una bateria de kpis ( Key Performance Indicators<\/strong> ) que se solen utilitzar; en cada acci\u00f3 es poden determinar objectius d’engagement i els avaluar.<\/p>\n\n

Per a un webinar<\/strong> per exemple, poden ser el nombre i el percentatge de persones que s’inscriuen<\/strong> , els que atenen<\/strong> el curs en l\u00ednia, el nombre<\/strong> de sol\u00b7licituds<\/strong> d’informaci\u00f3 o de pressupost que es rep despr\u00e9s del webinar, etc.<\/p>\n\n

Per a un v\u00eddeo<\/strong> pot ser el temps passat a mirar-lo, si es mira fins al final, el nombre (i percentatge) de likes<\/strong> obtinguts, els clics<\/strong> als enlla\u00e7os, les interaccions<\/strong> , les vegades que es comparteix, els comentaris<\/strong> rebuts, les subscripcions<\/strong> al canal\u2026 <\/p>\n\n

L’experi\u00e8ncia en moltes empreses ha demostrat que solen posar massa<\/strong> enfocament<\/strong> en aquests kpis i es genera una mena d’ obsessi\u00f3<\/strong> pel nombre de fans, de \u201cshares\u201d, de registres, de sol\u00b7licituds d’info, de desc\u00e0rregues\u2026 l’ objectiu<\/strong> essent<\/strong> augmentar<\/strong> aquests n\u00fameros com sigui per legitimar<\/strong> les nostres accions<\/strong> .<\/p>\n\n

Si hem vist tantes vegades marques amb n\u00fameros de fans inflats<\/strong> a<\/strong> diverses xarxes<\/strong> socials<\/strong>, que provenen de dubtosos or\u00edgens, \u00e9s per algun motiu..<\/p>\n\n

\u00c9s clar que les accions que realitzem, i en particular en el camp del m\u00e0rqueting digital, han de tenir algun indicador<\/strong> de resultats, i que no hi ha moltes altres maneres d’avaluar l’impacte produ\u00eft. Aix\u00ed que el m\u00e8tode \u00e9s el correcte. <\/p>\n\n

Empatitzar amb les persones<\/h4>\n\n

Tot i aix\u00f2, les marques han d’evolucionar<\/strong> en la seva manera de pensar i posar-se en la ment<\/strong> de les persones. D’acord, no \u00e9s un concepte molt nou, fa anys que llegim el mateix a tot arreu! <\/p>\n\n

Per\u00f2 intentem fer-ho de deb\u00f2. Som una persona<\/strong> , no un consumidor<\/em><\/strong> , un usuari<\/em><\/strong> , un usuari<\/em><\/strong> \u00fanic<\/em><\/strong> , un visitant<\/em><\/strong> , una audi\u00e8ncia<\/em><\/strong> o un cohort<\/em><\/strong> \u2026 (ens han posat uns bonics noms, oi?) <\/p>\n\n

Com la marca em pensa recompensar<\/strong> per la meva fidelitat, pel meu comprom\u00eds amb ella, pel valor i la informaci\u00f3 que li aporto amb les meves dades personals<\/strong> , les meves dades de<\/strong> navegaci\u00f3<\/strong> o de comportament<\/strong> que recau a trav\u00e9s de les galetes<\/strong> que s’instal\u00b7len al meu ordinador cada vegada que obro una nova p\u00e0gina web.<\/p>\n\n

A l’\u00e8poca de les dades<\/strong> , la meva localitzaci\u00f3<\/strong> , els meus interessos<\/strong> , els meus contactes<\/strong> , el meu comportament<\/strong> , les meves intencions<\/a><\/strong> , fins i tot les meves paraules<\/strong> (!) estan emmagatzemats i analitzats<\/strong> . Que obtindr\u00e9 marques<\/strong> , m\u00e9s enll\u00e0 de publicitats personalitzades i de rem\u00e0rqueting (amb b\u00e0ners presents per tot arreu per haver mirat un producte)?<\/p>\n\n

Les marques que sabran enfocar-se en la resoluci\u00f3 dels problemes<\/strong> d’una persona, aportar continguts<\/a> amb valor<\/strong> afegit<\/strong> , servei<\/strong> , inspiraci\u00f3<\/strong> , informaci\u00f3<\/strong> o entreteniment<\/strong> de qualitat<\/strong> , valor<\/strong> social<\/strong> ; les que sabran humanitzar<\/a> la<\/strong> relaci\u00f3<\/strong> (no parlem de B2B o B2C, parlem de hum\u00e0 a hum\u00e0), oblidar-se un moment de kpis per ser potser m\u00e9s altruistes<\/strong> , s\u00f3n les que a llarg termini refor\u00e7aran la seva imatge i obtindran el m\u00e0xim Return on Engagement.<\/p>\n\n

Finalment, es pot mesurar aquest ROE, a trav\u00e9s de datamining<\/strong> en xarxes socials, en f\u00f2rums o blocs, als comentaris, analitzant i estructurant la informaci\u00f3 de milions de paraules escrites<\/strong> . \u00c9s una feina m\u00e9s de fons, que requereix mitjans per fer-ho, per\u00f2 segurament \u00e9s molt valu\u00f3s. <\/p>\n","protected":false},"excerpt":{"rendered":"

El concepte de m\u00e0rqueting ha de posar les necessitats i els desitjos dels consumidors al centre de qualsevol estrat\u00e8gia. Als diferents punts de contacte online entre marca i usuari, es busca l’engagement, el comprom\u00eds de l’usuari. Les empreses solen mesurar el retorn des del punt de vista inversi\u00f3\/venda, per\u00f2 l’usuari ho veu d’una altra manera: \u201cqu\u00e8 em d\u00f3na la marca per la meva fidelitat i la meva implicaci\u00f3?\u201d <\/p>\n","protected":false},"author":3,"featured_media":7933,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[170,169],"tags":[],"class_list":["post-8664","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia-ca","category-marqueting-digital"],"yoast_head":"\nQu\u00e8 \u00e9s i com avaluar el Return On Engagement (ROE)<\/title>\n<meta name=\"description\" content=\"Us expliquem un concepte clau en m\u00e0rqueting digital: el Return On Engagement (ROE) i com avaluar-lo des del punt de vista de l'empresa i 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:\/\/estrategiamarketing.digital\/ca\/que-es-el-return-on-engagement-roe\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u00e8 \u00e9s i com avaluar el Return On Engagement (ROE)\" \/>\n<meta property=\"og:description\" content=\"Us expliquem un concepte clau en m\u00e0rqueting digital: el Return On Engagement (ROE) i com avaluar-lo des del punt de vista de l'empresa i de l'usuari.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/estrategiamarketing.digital\/ca\/que-es-el-return-on-engagement-roe\/\" \/>\n<meta property=\"og:site_name\" content=\"EMD - 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