{"id":4848,"date":"2016-10-03T11:03:10","date_gmt":"2016-10-03T09:03:10","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=4848"},"modified":"2020-06-22T11:49:07","modified_gmt":"2020-06-22T09:49:07","slug":"importancia-roi-marketing-digital","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/","title":{"rendered":"La importancia del ROI en marketing digital"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-442698230\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/\" data-essbisPostTitle=\"La importancia del ROI en marketing digital\" data-essbisHoverContainer=\"\"><h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_ROI\"><\/span>\u00bfQu\u00e9 es el ROI?<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab52245eb976\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab52245eb976\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#%C2%BFQue_es_el_ROI\" >\u00bfQu\u00e9 es el ROI?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#Primera_formula_para_calcular_el_ROI\" >Primera f\u00f3rmula para calcular el ROI<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#_VENTAS\" >&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;VENTAS<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#ROI_%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%93\" >ROI &nbsp;=&nbsp;&nbsp; &#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8211;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#_COSTES_INVERSION\" >&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;COSTES + INVERSION<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#%C2%BFComo_interpretar_los_datos_del_ROI\" >\u00bfC\u00f3mo interpretar los datos del ROI?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#Segunda_formula_para_calcular_el_ROI\" >Segunda f\u00f3rmula&nbsp;para calcular el ROI<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#ROI_Ventas_%E2%80%93_Inversion_Inversion_x_100\" >ROI = (Ventas &#8211; Inversi\u00f3n \/ Inversi\u00f3n) x 100<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#Tercera_formula_para_calcular_el_ROI\" >Tercera f\u00f3rmula&nbsp;para calcular el ROI<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#ROI_Beneficio_%E2%80%93_Inversion_Inversion_x_100\" >ROI = (Beneficio &#8211; Inversi\u00f3n \/ Inversi\u00f3n) x 100<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/#Te_puede_interesar%E2%80%A6\" >Te puede interesar&#8230;<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>El ROI (Return Of Investment), o<strong> Retorno de la Inversi\u00f3n<\/strong>, es un t\u00e9rmino financiero que suelen tener muy presente en cualquier ejecutiva o direcci\u00f3n.<\/p><div class=\"blogs-contenido\" id=\"blogs-2804238112\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>Mide el porcentaje de lo que ayuda una inversi\u00f3n a <span style=\"color: #993300;\"><a style=\"color: #993300;\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/cognitive-marketing-aumentar-ventas\/\"><strong>aumentar ventas<\/strong><\/a>,<\/span> aunque lo que se busca es incrementar el beneficio.<\/p>\n<p>Si por m\u00e1s vender bajamos el ratio de beneficio m\u00e1s vale dejar de invertir. El objetivo prioritario de invertir es aumentar beneficios.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Primera_formula_para_calcular_el_ROI\"><\/span>Primera f\u00f3rmula para calcular el ROI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En Marketing Digital \u00e9sta f\u00f3rmula ayuda a ir conociendo, casi en tiempo real, si la inversi\u00f3n es <strong>efectiva y cumple con su objetivo<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_VENTAS\"><\/span>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;VENTAS<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"ROI_%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%94%E2%80%93\"><\/span>ROI &nbsp;=&nbsp;&nbsp; &#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8211;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"_COSTES_INVERSION\"><\/span>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;COSTES + INVERSION<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>&nbsp;<\/p>\n<p>Esta f\u00f3rmula es la m\u00e1s parecida a la que se utiliza en t\u00e9rminos financieros.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-4216426504\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>Se busca que las <strong>ventas sean superiores a los costes asociados<\/strong>, o sea, que el n\u00famero obtenido sea superior o igual a 1. Si fuese este \u00faltimo no se obtendr\u00eda beneficio alguno.<\/p>\n<p>Por debajo de 1 se obtiene perdidas. Si nos da un resultado de 1,25, nos dice que el 25% de las ventas son beneficios netos antes de impuestos.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFComo_interpretar_los_datos_del_ROI\"><\/span>\u00bfC\u00f3mo interpretar los datos del ROI?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Actualmente c<strong>on las herramientas de software y <span style=\"color: #993300;\"><a style=\"color: #993300;\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/metricas-kpis\/\">m\u00e9tricas en el mundo digital<\/a><\/span><\/strong>, es mucho m\u00e1s f\u00e1cil incluso conocer el dato de ventas relacionado a la campa\u00f1a. As\u00ed que se podr\u00eda conocer si la inversi\u00f3n aporta un plus de beneficios a las ventas relacionadas con las campa\u00f1as. Se utiliza la misma f\u00f3rmula, pero el dato ser\u00e1 m\u00e1s objetivo y concreto.<\/p>\n<p>Se necesita conocer si la campa\u00f1a por si sola a<strong>umenta beneficios.<\/strong> Puede que por otro canal se<strong> aumente las ventas<\/strong> y por ende los beneficios, y la inversi\u00f3n quede \u2018camuflada\u2019 de forma irreal y objetiva dentro de este incremento.<\/p>\n<p>Conociendo lo que vende la campa\u00f1a, conociendo los costes fijos y variables de haber vendido m\u00e1s, y conociendo lo que se lleva invertido en la campa\u00f1a, se podr\u00e1 conocer si ese plus de ventas ayuda a evolucionar el beneficio.<\/p>\n<p>Una campa\u00f1a puede ser exitosa y tener miles de conversiones. Pero si lo que hace es el efecto contrario, vendo m\u00e1s, pero reduzco el beneficio de las ventas normales de la empresa, <strong>hay que plantearse reconducirla<\/strong> o incluso <strong>abandonarla<\/strong>.<\/p>\n<p>Este ser\u00eda el m\u00e1s extremo, pero hay que tener en cuenta que los beneficios son los que sustentan a una empresa para que evolucione. Si algo lo coarta o reduce pone en peligro al resto de la organizaci\u00f3n.<\/p>\n<p>Existen otras f\u00f3rmulas que no ayudan a verlo con tanta claridad. Y que pueden llevar a confundir incluso.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Segunda_formula_para_calcular_el_ROI\"><\/span>Segunda f\u00f3rmula&nbsp;para calcular el ROI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"ROI_Ventas_%E2%80%93_Inversion_Inversion_x_100\"><\/span>ROI = (Ventas &#8211; Inversi\u00f3n \/ Inversi\u00f3n) x 100<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>En este caso estamos confrontando las ventas contra solo la inversi\u00f3n, no se contemplan los costes asociados a la conversi\u00f3n, como el coste del producto. Incluso un servicio nos dar\u00eda un porcentaje err\u00f3neo, porque tambi\u00e9n existen los sueldos de las personas que realizan el servicio.<\/p>\n<p>Si lo \u00fanico que se busca, el objetivo final, es<strong> incrementar ventas<\/strong> sin pensar en el beneficio ser\u00eda correcto. Pero cualquier empresa lo que busca es el beneficio, no vender m\u00e1s perdiendo dinero. As\u00ed que no la tomar\u00edamos como referencia.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tercera_formula_para_calcular_el_ROI\"><\/span>Tercera f\u00f3rmula&nbsp;para calcular el ROI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"ROI_Beneficio_%E2%80%93_Inversion_Inversion_x_100\"><\/span>ROI = (Beneficio &#8211; Inversi\u00f3n \/ Inversi\u00f3n) x 100<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Esta f\u00f3rmula es casi id\u00e9ntica a la primera, ya que se busca conocer el <strong>ratio de beneficio generado por el incremento de ventas<\/strong>. El resultado en ambas f\u00f3rmulas es id\u00e9ntico. Pero existe el inconveniente de que el dato \u2018beneficio\u2019 no se puede generar desde Marketing, sino desde<strong> contabilidad<\/strong>.<\/p>\n<p>Es mucho m\u00e1s r\u00e1pido y factible la primera f\u00f3rmula comentada, &nbsp;ya que el dato de los costes asociados a generar una unidad de venta del producto, contabilidad lo facilitara r\u00e1pidamente y solo tendremos que realizar una simple multiplicaci\u00f3n por las unidades vendidas.<\/p>\n<p>Ya no ser\u00e1 necesario que se faciliten cada vez que se necesite el beneficio generado por las ventas. Porque puede que se haya incrementado la inversi\u00f3n y melle los beneficios sin darnos claridad objetiva.<\/p>\n<p>Podemos comprobar que el ROI tiene mucha m\u00e1s importancia de la que se cree. Es la imagen clara que necesita conocer direcci\u00f3n para reconocer r\u00e1pidamente si la campa\u00f1a va bien enfocada y se obtienen los resultados esperados. Puede ser el gran aliado del equipo de Marketing Digital para dar una imagen precisa sus esfuerzos.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-1092732435\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2603 alignleft\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/JORDI-150x150.jpg\" alt=\"JORDI-150x150\" width=\"120\" height=\"137\"><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Jordi Torregrosa<\/strong>, consultor de&nbsp;<strong><a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">Marketing Digital<\/a><\/strong><\/p>\n<p><span style=\"color: #00ccff;\"><strong><a style=\"color: #00ccff;\" href=\"https:\/\/twitter.com\/JordiTorregrosa\">@JordiTorregrosa<\/a><\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Te_puede_interesar%E2%80%A6\"><\/span><span style=\"color: #993300;\">Te puede interesar&#8230;<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote class=\"wp-embedded-content\" data-secret=\"JByWij8g9o\"><p><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/calcular-roi-estrategia-marketing-contenidos\/\">C\u00f3mo calcular el ROI en tu estrategia de Marketing de Contenidos<\/a><\/p><\/blockquote>\n<p><iframe loading=\"lazy\" title=\"\u00abC\u00f3mo calcular el ROI en tu estrategia de Marketing de Contenidos\u00bb \u2014 Blog de Marketing Online\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/calcular-roi-estrategia-marketing-contenidos\/embed\/#?secret=JByWij8g9o\" data-secret=\"JByWij8g9o\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/importancia-roi-marketing-digital\/\" data-essbisPostTitle=\"La importancia del ROI en marketing digital\" data-essbisHoverContainer=\"\">","protected":false},"author":9,"featured_media":4850,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[4],"tags":[8772,214],"class_list":["post-4848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","tag-mercadotecnia","tag-roi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La importancia del ROI en marketing digital<\/title>\n<meta name=\"description\" content=\"El ROI (Return Of Investment), o Retorno de la Inversi\u00f3n, es un t\u00e9rmino financiero que suelen tener muy presente en cualquier ejecutiva o direcci\u00f3n.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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