{"id":5255,"date":"2020-06-24T12:35:50","date_gmt":"2020-06-24T17:35:50","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5255"},"modified":"2020-06-30T05:38:19","modified_gmt":"2020-06-30T10:38:19","slug":"las-expectativas-de-los-directores-de-marketing-caen-hasta-niveles-de-2008","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/las-expectativas-de-los-directores-de-marketing-caen-hasta-niveles-de-2008\/","title":{"rendered":"Las expectativas de los Directores de Marketing caen hasta niveles de 2008"},"content":{"rendered":"<div class=\"row\">\n<div class=\"col-sm-12\">\n<div class=\"subtitle mb-4\">\n<div class=\"field-subtitulo\">\n<ul>\n<li>La inversi\u00f3n total en marketing se reducir\u00e1 en un -6,7%<\/li>\n<li>El departamento m\u00e1s fortalecido durante la crisis sanitaria ha sido el de Sistemas\/IT<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"col-sm-8 hr-vertical no-padding\">\n<div class=\"mb-3 color-autor cont-datos d-flex flex-wrap padding-15\"><\/div>\n<div class=\"padding-15 \">\n<div class=\"field-body\">\n<div class=\"field-items\">\n<div class=\"field-item even\">\n<p>Crece el pesimismo entre los\u00a0<strong>Directores de Marketing<\/strong>\u00a0de cara al segundo semestre de 2020, situ\u00e1ndose sus expectativas sobre el comportamiento del mercado, las ventas y la inversi\u00f3n publicitaria en niveles de 2008.<\/p>\n<p>As\u00ed se desprende de la Ola XXVIII del\u00a0<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/indice-expectativas-directores-marketing-primer-semestre-2020\" target=\"_blank\" rel=\"noopener noreferrer\">\u00cdndice de Expectativas de los Directores de Marketing<\/a>\u00a0(IEDM) que se ha presentado en Madrid, en el que se ha reflejado que el valor m\u00e1s cr\u00edtico se refiere a las expectativas con respecto al\u00a0<strong>comportamiento del mercado<\/strong>\u00a0(-4,4).\u00a0 Le siguen la inversi\u00f3n en publicidad (-3,5) y las expectativas de ventas de sus propias compa\u00f1\u00edas (-3,2).<br \/>\nLas consultas se han realizado entre el 28 de mayo y el 23 de junio de 2020 mediante entrevistas online a Directores de Marketing en grandes empresas de automoci\u00f3n, banca, energ\u00eda, gran consumo, salud, seguros, tecnolog\u00eda, retail y servicios de Marketing.<\/p>\n<div class=\"summary-new\">Dicen que Espa\u00f1a saldr\u00e1 de la crisis en el segundo semestre del a\u00f1o 2022<\/div>\n<p>Las dudas con respecto al mercado han podido constatarse en sus respuestas a la pregunta:\u00a0<em>\u00bfCu\u00e1ndo estima usted que finalizar\u00e1 la crisis actual? \u00bfY la de su sector de actividad?<\/em>\u00a0De forma mayoritaria, los directores consultados indican que sus empresas la superar\u00e1n a\u00a0<strong>finales de 2021<\/strong>, mientras que a Espa\u00f1a como pa\u00eds le llevar\u00e1 un a\u00f1o m\u00e1s, produci\u00e9ndose esta mejor\u00eda en el segundo semestre de 2022.<\/p>\n<p><span class=\"ladillo\"><strong>Los soportes digitales salen favorecidos<\/strong><\/span><\/p>\n<p>La previsi\u00f3n de la\u00a0<strong>inversi\u00f3n en marketing<\/strong>, por otra parte, se reduce un -6,7%. Dentro de esa ca\u00edda de presupuesto, los conceptos con mayor reducci\u00f3n son publicidad y costes de personal, y aquellos que se incrementar\u00e1n ser\u00e1n la inversi\u00f3n en descuentos, la\u00a0<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/las-estrategias-de-construccion-de-marca-seran-tendencia-en-2020-2020-01-14\" target=\"_blank\" rel=\"noopener noreferrer\">construcci\u00f3n de marca<\/a> y relaciones con clientes.<\/p>\n<p>En cuanto al reparto de la\u00a0<strong>inversi\u00f3n publicitaria<\/strong>\u00a0entre online y offline, el mix de inversi\u00f3n publicitaria online crece de manera significativa con respecto a hace 6 meses, favoreciendo a los soportes digitales. Durante el semestre pasado, 5 de cada 10 entrevistados les dedicaban m\u00e1s del 20 % de la inversi\u00f3n total, mientras que, a d\u00eda de hoy, son ya 7 de cada 10 consultados los que les asignan el mismo peso en sus presupuestos.<\/p>\n<p class=\"rtecenter\"><img decoding=\"async\" title=\"Gr\u00e1fico de evoluci\u00f3n de la inversi\u00f3n en publicidad\" src=\"https:\/\/www.reasonwhy.es\/sites\/default\/files\/inversion_publicidad_indice_marketers.png\" alt=\"_alt_\" \/><\/p>\n<p>Con respecto al primer semestre que ahora finaliza, el informe revela que los sectores representados en el estudio han tenido un comportamiento\u00a0<em>\u201cmuy negativo\u201d<\/em>. Tanto es as\u00ed, que 7 de cada 10 entrevistados consideran que la primera mitad del a\u00f1o ha sido peor de lo que preve\u00edan.<\/p>\n<div class=\"summary-new\">La visi\u00f3n de futuro de los CEOs cobra especial relevancia<\/div>\n<p>Por \u00faltimo, se ha preguntado a los Directores de Marketing:\u00a0<em>\u00bfQu\u00e9 departamentos est\u00e1n incrementando su importancia dentro de la empresa y cu\u00e1les cree que est\u00e1n reduciendo su capacidad de influencia?<\/em>\u00a0Las respuestas se\u00f1alan de forma clara al equipo de\u00a0<strong>Sistemas\/IT<\/strong>, quienes han digitalizado las organizaciones en cuesti\u00f3n de d\u00edas.<\/p>\n<p>Como era de esperar, el peso estrat\u00e9gico y la visi\u00f3n de futuro de los CEOs tambi\u00e9n cobran especial relevancia. Les siguen, muy igualados, los Departamentos Financiero, Comercial y Comunicaci\u00f3n. Por su parte, Marketing y Operaciones vienen a continuaci\u00f3n y en las \u00faltimas posiciones de este ranking figuran RRHH, Innovaci\u00f3n y Compras.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>La inversi\u00f3n total en marketing se reducir\u00e1 en un -6,7% El departamento m\u00e1s fortalecido durante la crisis sanitaria ha sido el de Sistemas\/IT Crece el pesimismo entre los\u00a0Directores de Marketing\u00a0de cara al segundo semestre de 2020, situ\u00e1ndose sus expectativas sobre el comportamiento del mercado, las ventas y la inversi\u00f3n publicitaria en niveles de 2008. As\u00ed [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":4794,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[127,128],"class_list":["post-5255","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Las expectativas de los Directores de Marketing caen hasta niveles de 2008 | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/las-expectativas-de-los-directores-de-marketing-caen-hasta-niveles-de-2008\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las expectativas de los Directores de Marketing caen hasta niveles de 2008 | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"La inversi\u00f3n total en marketing se reducir\u00e1 en un -6,7% El departamento m\u00e1s fortalecido durante la crisis sanitaria ha sido el de Sistemas\/IT Crece el pesimismo entre los\u00a0Directores de Marketing\u00a0de cara al segundo semestre de 2020, situ\u00e1ndose sus expectativas sobre el comportamiento del mercado, las ventas y la inversi\u00f3n publicitaria en niveles de 2008. 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