{"id":5408,"date":"2020-08-03T12:00:38","date_gmt":"2020-08-03T17:00:38","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5408"},"modified":"2020-08-03T11:41:46","modified_gmt":"2020-08-03T16:41:46","slug":"la-marca-se-encarama-a-lo-mas-alto-de-la-agenda-de-los-cmos-en-tiempos-de-covid-19","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/la-marca-se-encarama-a-lo-mas-alto-de-la-agenda-de-los-cmos-en-tiempos-de-covid-19\/","title":{"rendered":"La marca se encarama a lo m\u00e1s alto de la agenda de los CMOs en tiempos de COVID-19"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-5409 aligncenter\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/08\/fddffd-300x176.png\" alt=\"\" width=\"441\" height=\"259\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/08\/fddffd-300x176.png 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/08\/fddffd-768x450.png 768w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/08\/fddffd.png 1024w\" sizes=\"auto, (max-width: 441px) 100vw, 441px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>La pandemia del COVID-19 ha tenido un profund\u00edsimo impacto en la estrategia y el presupuesto que obra en poder los marketeros.<\/strong>\u00a0Y en consecuencia sus prioridades est\u00e1n cambiando. No pod\u00eda ser de otra manera si tenemos en cuenta que el 44% de los CMOs afronta actualmente recortes en sus presupuestos.<\/p>\n<p>A d\u00eda de hoy<strong>\u00a0la estrategia de marca es la prioridad n\u00famero uno para el 33% los directores de marketing<\/strong>, seg\u00fan\u00a0<a class=\"external\" href=\"https:\/\/www.gartner.com\/en\/marketing\/research\/the-annual-cmo-spend-survey-2020-part1\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">un reciente estudio global de Gartner<\/a>.<\/p>\n<p><strong>En 2019 la estrategia de marca gozaba de bastante menos importancia entre los marketeros<\/strong>, lo cual confirma que el coronavirus ha ocasionado cambios de naturaleza s\u00edsmica en el d\u00eda a d\u00eda de los CMOs.<\/p>\n<p><strong>Goza asimismo de una gran relevancia para los directores de marketing el an\u00e1lisis de mercado (29%)<\/strong>. La envergadura de esta disciplina est\u00e1 en l\u00ednea con la honda preocupaci\u00f3n (m\u00e1s que patente en la era precovid) de los marketeros por todo aquello emparentado con las anal\u00edticas y las m\u00e9tricas.<\/p>\n<blockquote><p><em><strong>La estrategia de marca es actualmente la prioridad n\u00famero uno de los marketeros<\/strong><\/em><\/p><\/blockquote>\n<p>Son prioritarias tambi\u00e9n para buena parte de los\u00a0<a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/3-cada-5-cmos-creen-relevancia-marketing-ha-pegado-estiron-pandemia\" target=\"_blank\" rel=\"follow noopener noreferrer\">CMOs<\/a>\u00a0las\u00a0<strong>operaciones de marketing<\/strong>\u00a0(28%) y tambi\u00e9n el e-commerce (26%) y la investigaci\u00f3n de mercados y los \u00abinsights\u00bb sobre la competencia (25%).<\/p>\n<p>Disfrutan de algo menos predicamento entre los directores de marketing el<strong>\u00a0desarrollo de habilidades y talentos<\/strong>\u00a0(13%), el desarrollo y dise\u00f1o creativo (12%), la gesti\u00f3n de \u00ableads\u00bb y la generaci\u00f3n de demanda (12%), y la compra de medios (12%).<\/p>\n<p><strong>Si nos detenemos en las m\u00e9tricas, aquella a la que los marketeros conceden definitivamente m\u00e1s importancia es el ROI (19%).<\/strong>\u00a0Siguen al ROI los \u00ableads\u00bb cualificados de marketing (18%), los \u00ableads\u00bb cualificados de ventas (15%), la tasa de conversi\u00f3n (14%) y el CSAT o la calificaci\u00f3n de satisfacci\u00f3n del cliente (14%).<\/p>\n<p><strong>Sorprende, en cambio, que el denominado \u00abshare of voices\u00bb sea mencionado por apenas el 4% de los marketeros.<\/strong>\u00a0M\u00e1s importantes son desde el particular punto de vista de los CMOs m\u00e9tricas como el \u00abbrand health\u00bb (12%) y el \u00absentiment\u00bb (11%).<\/p>\n<p><a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/marca-encarama-mas-alto-agenda-cmos-tiempos-covid-19\">Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/marca-encarama-mas-alto-agenda-cmos-tiempos-covid-19<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; La pandemia del COVID-19 ha tenido un profund\u00edsimo impacto en la estrategia y el presupuesto que obra en poder los marketeros.\u00a0Y en consecuencia sus prioridades est\u00e1n cambiando. No pod\u00eda ser de otra manera si tenemos en cuenta que el 44% de los CMOs afronta actualmente recortes en sus presupuestos. A d\u00eda de hoy\u00a0la estrategia [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":5409,"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-5408","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>La marca se encarama a lo m\u00e1s alto de la agenda de los CMOs en tiempos de COVID-19 | 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\/la-marca-se-encarama-a-lo-mas-alto-de-la-agenda-de-los-cmos-en-tiempos-de-covid-19\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La marca se encarama a lo m\u00e1s alto de la agenda de los CMOs en tiempos de COVID-19 | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"&nbsp; La pandemia del COVID-19 ha tenido un profund\u00edsimo impacto en la estrategia y el presupuesto que obra en poder los marketeros.\u00a0Y en consecuencia sus prioridades est\u00e1n cambiando. 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