{"id":5530,"date":"2020-09-01T12:00:27","date_gmt":"2020-09-01T17:00:27","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5530"},"modified":"2020-09-01T11:41:01","modified_gmt":"2020-09-01T16:41:01","slug":"la-incertidumbre-poscovid-desinfla-como-un-globo-los-presupuestos-de-marketing","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/la-incertidumbre-poscovid-desinfla-como-un-globo-los-presupuestos-de-marketing\/","title":{"rendered":"La incertidumbre poscovid desinfla como un globo los presupuestos de marketing"},"content":{"rendered":"

\"\"<\/p>\n

Antes de que estallara la\u00a0crisis del COVID-19\u00a0muchas marcas estaban dispuestas a abrir de par en par la cartera para dar fuelle a sus presupuestos marketeros<\/strong>\u00a0en \u00e1reas como el content marketing, los eventos y el \u00abmartech\u00bb. Y aunque algunas \u00e1reas ser\u00e1n agasajadas efectivamente con incrementos en sus presupuestos en la nueva era poscovid, otras muchas languidecer\u00e1n como consecuencia de la incertidumbre reinante. As\u00ed lo concluye al menos\u00a0un reciente estudio de Chief Marketer.<\/p>\n

A finales de marzo y principios de marzo de este a\u00f1o\u00a0el 48% de los marketeros se dispon\u00eda a verter m\u00e1s dinero en los presupuestos destinados al\u00a0marketing de contenidos<\/strong>. Y estaban abocadas asimismo a pegar el estir\u00f3n \u00e1reas como la publicidad pagada (31%), los eventos (26%) y el \u00abmartech\u00bb (17%), tal y como recoge\u00a0MarketingCharts<\/em>.<\/p>\n

Cuando los marketeros fueron preguntados por el incremento de sus presupuestos a finales de abril y principios de mayo,\u00a0se redujo, en cambio, su disposici\u00f3n a aumentar la inversi\u00f3n en algunas \u00e1reas, incluidos el content marketing (39%) y la publicidad pagada (25%).<\/strong><\/p>\n

Adem\u00e1s, con la pandemia ya apalancada en nuestras vidas, s\u00f3lo el 8% de los marketeros incrementar\u00e1 la inversi\u00f3n en \u00abmartech\u00bb.<\/strong><\/p>\n

\"\"<\/p>\n

Cabe destacar, por otra parte, que\u00a0el 25% de los marketeros admite no saber a ciencia cierta si engordar\u00e1 o no sus presupuestos de marketing a lo largo de este a\u00f1o<\/strong>\u00a0(una proporci\u00f3n que era de apenas un 13% antes de la crisis del COVID-19).<\/p>\n

Por otra parte, como consecuencia del coronavirus\u00a0buena parte de los presupuestos otrora destinados a los eventos en vivo est\u00e1n siendo canalizados por los\u00a0eventos virtuales<\/strong>. As\u00ed lo confirma, de hecho, el 56% de los marketeros.<\/p>\n

Los presupuestos consagrados en la era precovid a los eventos f\u00edsicos est\u00e1n siendo redistribuidos asimismo en \u00e1reas como el marketing de contenidos<\/strong>\u00a0(42%)\u00a0y la publicidad digital<\/strong>\u00a0(39%).<\/p>\n

Antes de la pandemia solo el 9% de los marketeros ten\u00eda a bien emplazar el\u00a0influencer marketing<\/strong>\u00a0en el Top 3 en cuanto a la generaci\u00f3n de ROI. Este porcentaje ha escalado, sin embargo, hasta el 22% despu\u00e9s de la entrada en escena del COVID-19.<\/p>\n

Adem\u00e1s,\u00a0a la hora de generar conversiones el 49% de los marketeros conf\u00eda en las redes sociales (que son tambi\u00e9n el h\u00e1bitat natural de los influencers).<\/strong>\u00a0Este porcentaje era de apenas un 23% en la era precovid.<\/p>\n

Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/incertidumbre-poscovid-desinfla-globo-presupuestos-marketing<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Antes de que estallara la\u00a0crisis del COVID-19\u00a0muchas marcas estaban dispuestas a abrir de par en par la cartera para dar fuelle a sus presupuestos marketeros\u00a0en \u00e1reas como el content marketing, los eventos y el \u00abmartech\u00bb. Y aunque algunas \u00e1reas ser\u00e1n agasajadas efectivamente con incrementos en sus presupuestos en la nueva era poscovid, otras muchas languidecer\u00e1n […]<\/p>\n","protected":false},"author":50,"featured_media":5531,"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-5530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama","tag-atencion","tag-destacado"],"yoast_head":"\nLa incertidumbre poscovid desinfla como un globo los presupuestos de marketing | 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-incertidumbre-poscovid-desinfla-como-un-globo-los-presupuestos-de-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La incertidumbre poscovid desinfla como un globo los presupuestos de marketing | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Antes de que estallara la\u00a0crisis del COVID-19\u00a0muchas marcas estaban dispuestas a abrir de par en par la cartera para dar fuelle a sus presupuestos marketeros\u00a0en \u00e1reas como el content marketing, los eventos y el \u00abmartech\u00bb. Y aunque algunas \u00e1reas ser\u00e1n agasajadas efectivamente con incrementos en sus presupuestos en la nueva era poscovid, otras muchas languidecer\u00e1n […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/la-incertidumbre-poscovid-desinfla-como-un-globo-los-presupuestos-de-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Zone Icesi\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Marketingzoneicesi\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-01T17:00:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/09\/balloon-1046693_640.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"426\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marketing Zone Icesi\" \/>\n<meta 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