doxa.comunicación | 26, pp. 81-98 | 81

January-June 2018

ISSN: 1696-019X / e-ISSN: 2386-3978

New Audience Metrics at the Service of Inbound Marketing

Las nuevas métricas de audiencia al servicio del Inbound Marketing

Guadalupe Aguado-Guadalupe. Senior Lecturer in the Journalism and Audiovisual Communication Department at the Carlos III University, Madrid. She holds a PhD in Information Sciences from the Complutense University of Madrid. She is a member of the research group Journalism and Social Analysis: Evolution, Effects and Trends (PASEET). Her line of research is the business models of media outlets in the digital environment. She has had her papers published in impact index journals from the United States, Australia, Spain, Portugal, Mexico, Brazil, Colombia, Ecuador and Peru. Her last publication was “The impact of online audience metrics on the advertising marketing of the informative product” Razón y Palabra, 2017, vol. 21, 2, pp. 142-158.

Carlos III University of Madrid, Spain

maguado@hum.uc3m.es

ORCID: 0000-0001-7314-2403

Received: 08/01/2018 - Accepted: 25/02/2018

Recibido: 08/01/2018 - Aceptado: 25/02/2018

Alberto Luis García-García. Associate Professor in the Information Sciences Faculty at the Universidad Com-plutense de Madrid. He is an expert in New Technologies and Cultural Industries. His lines of research focus on the relationship bewteen technology and new production techniques regarding the proposal of new business models in the digital communication environment. Among his latest published articles are Advertising in the postproduc-tion era. The virtualized product in the journal Pensar la publicidad”.

Complutense University of Madrid, Spain

algarci@ucm.es

ORCID: 0000-0002-6805-6700

How to cite this article:

Aguado-Guadalupe, G. y García-García, A. L. (2018). New Audience Metrics at the Service of Inbound Marketing. Doxa Comunicación, 26, 81-98.

Abstract:

This article addresses the usefulness of audience metrics and the tools for developing communicative practices of Inbound Marketing in the digital environment. The objectives of this article are to identify what new indicators audience metrics are using, determine the data they provide for inbound marketing practices, assess how data allows contents to be tested and plan them. For this purpose, the central measurement tools were identified and the services they offer as well as the metrics that allow user behavior and emotions regarding messages to be detected, enabling content testing and planning accordingly to attract and retain audience attention and foster loyalty. The conclusions reveal how new metrics are reshaping the way in which contents are produced and distributed, making them indispensable tools for identifying the capacity to attract, retain, satisfy and create loyal users. Data

Resumen:

En el presente artículo se aborda la utilidad de las herramientas y métricas de audiencia surgidas en el entorno digital para desarrollar prácticas comunicativas de Inbound Marketing. Los objetivos que se persiguen son reconocer qué nuevos indicadores están utilizando las métricas de audiencia; identificar los datos que aportan para prác-ticas de inbound marketing y apreciar en qué permiten testar los contenidos y planificarlos. Para ello se identifican las principales he-rramientas de medición y los servicios que ofrecen, así como las mé-tricas que permiten detectar los comportamientos y emociones de los usuarios frente a los mensajes, posibilitando testar los mismos y pla-nificarlos para atraer la atención del público, retenerlo y fidelizarlo. Las conclusiones permiten ver cómo las nuevas métricas están recon-figurando la manera en la que se producen y distribuyen los conteni-dos, hasta llegar a convertirse en herramientas indispensables, que