{"id":5902,"date":"2020-12-18T10:53:16","date_gmt":"2020-12-18T15:53:16","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5902"},"modified":"2020-12-18T10:53:16","modified_gmt":"2020-12-18T15:53:16","slug":"marketing-digital-panorama-de-la-inversion-publicitaria-en-redes-sociales","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/marketing-digital-panorama-de-la-inversion-publicitaria-en-redes-sociales\/","title":{"rendered":"Marketing Digital: Panorama de la inversi\u00f3n publicitaria en redes sociales"},"content":{"rendered":"<p>2020 ha sido un a\u00f1o dur\u00edsimo para la gran mayor\u00eda de sectores, entre ellos el publicitario.\u00a0<strong>La inversi\u00f3n en marketing y publicidad ha sufrido un duro golpe<\/strong>\u00a0con la llegada de la pandemia del coronavirus, una situaci\u00f3n sin precedentes que se tradujo en recortes en los presupuestos de las marcas. No obstante, con la llegada del fin de a\u00f1o y la mirada puesta en 2021,\u00a0parece que la industria comienza a ver la luz al final del t\u00fanel.<\/p>\n<div id=\"vidoomy\">\n<div>\n<div id=\"1608235861700368039572\">\n<div id=\"lkqdad1009115\">En el caso del universo digital, que se ha visto impulsado en los \u00faltimos meses, las previsiones son m\u00e1s favorables.\u00a0<strong>Se espera que las redes sociales contin\u00faen con el ritmo de crecimiento y la inversi\u00f3n alcance los 105.000 millones en 2021<\/strong>, lo que supone un 15% m\u00e1s que en 2020, seg\u00fan los datos presentados por\u00a0<a class=\"external\" href=\"https:\/\/www.finaria.it\/pr\/social-media-ad-spending-to-jump-15-yoy-and-hit-105b-in-2021\/\" target=\"_blank\" rel=\"noopener nofollow noreferrer\">Finaria.it<\/a>. La tendencia continuar\u00e1 y en 2025 llegar\u00e1, de acuerdo a lo previsto, a 124.600 millones.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Estas plataformas tienen cada vez m\u00e1s peso para las marcas. Ya en 2017, las compa\u00f1\u00edas y compradores de medios destinaron 54.400 millones de d\u00f3lares a publicidad en social media a nivel mundial, tal y como recoge la Encuesta Global de Consumidores de Statista. Una cifra que, en los dos siguientes a\u00f1os,\u00a0<strong>se elev\u00f3 un 57% y lleg\u00f3 a los 85.700 millones<\/strong>.<\/p>\n<p>Entre enero y marzo de 2020, la publicidad digital global tuvo que hacer frente a una ca\u00edda significativa, pero se recuper\u00f3 en el segundo y tercer trimestre. Se espera que\u00a0<strong>la inversi\u00f3n en redes sociales llegue a los 91.300 millones de d\u00f3lares en 2020<\/strong>, es decir, un 6,5% m\u00e1s que en 2019. El crecimiento del gasto en publicidad en buscadores ser\u00e1 del 16% y alcanzar\u00e1 los 172.200 millones en 2021.<\/p>\n<p>El gasto medio por usuario de redes sociales ascender\u00e1, seg\u00fan previsiones, a\u00a0<strong>31,90 d\u00f3lares en 2020<\/strong>, algo m\u00e1s que en 2019. En cinco a\u00f1os se espera que la cantidad se eleve a los 36,67 d\u00f3lares.<\/p>\n<p>Statista tambi\u00e9n muestra que en el a\u00f1o 2017 el 71% de la inversi\u00f3n destinada a la publicidad en redes sociales fue en<strong>\u00a0dispositivos m\u00f3viles<\/strong>, alcanzando el 79% en 2020. Se espera que la publicidad m\u00f3vil llegue al 80% en 2021 y al 83% en 2025.<\/p>\n<p>Por mercados,\u00a0<strong>Estados Unidos<\/strong>\u00a0es l\u00edder en inversi\u00f3n en redes sociales, con una previsi\u00f3n de 37.800 millones de d\u00f3lares en 2020, un crecimiento del 4,5% respecto al pasado a\u00f1o. En 2021, las previsiones indican que llegar\u00e1 a los 44.100 millones. Tras EE.UU. se encuentra\u00a0<strong>China<\/strong>\u00a0con un gasto de 24.900 millones en 2020, un crecimiento del 11,3%. Reino Unido (5.700 millones), Jap\u00f3n (2.400 millones) y Australia (2.000 millones), completan el top 5.<\/p>\n<div class=\"td-a-rec td-a-rec-id-content_bottom  td_uid_2_5fdccadda470d_rand td_block_template_1\"><\/div>\n<div>\n<div align=\"center\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>2020 ha sido un a\u00f1o dur\u00edsimo para la gran mayor\u00eda de sectores, entre ellos el publicitario.\u00a0La inversi\u00f3n en marketing y publicidad ha sufrido un duro golpe\u00a0con la llegada de la pandemia del coronavirus, una situaci\u00f3n sin precedentes que se tradujo en recortes en los presupuestos de las marcas. No obstante, con la llegada del fin [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":5522,"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-5902","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>Marketing Digital: Panorama de la inversi\u00f3n publicitaria en redes sociales | 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\/marketing-digital-panorama-de-la-inversion-publicitaria-en-redes-sociales\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Digital: Panorama de la inversi\u00f3n publicitaria en redes sociales | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"2020 ha sido un a\u00f1o dur\u00edsimo para la gran mayor\u00eda de sectores, entre ellos el publicitario.\u00a0La inversi\u00f3n en marketing y publicidad ha sufrido un duro golpe\u00a0con la llegada de la pandemia del coronavirus, una situaci\u00f3n sin precedentes que se tradujo en recortes en los presupuestos de las marcas. 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