{"id":6208,"date":"2021-04-15T14:00:50","date_gmt":"2021-04-15T19:00:50","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6208"},"modified":"2021-04-12T17:45:12","modified_gmt":"2021-04-12T22:45:12","slug":"el-customer-journey-un-viaje-de-vaivenes-para-los-marketeros","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/el-customer-journey-un-viaje-de-vaivenes-para-los-marketeros\/","title":{"rendered":"El \u00abcustomer journey\u00bb, un viaje de vaivenes para los marketeros"},"content":{"rendered":"

Aunque buena parte de los\u00a0CMOs\u00a0califican de excelentes (14%) o muy buenos (44%) los equipos de marketing a su cargo,\u00a0en el desempe\u00f1o de su actividad laboral los directores de marketeros se topan con no pocos obst\u00e1culos.<\/strong><\/p>\n

De acuerdo con\u00a0un reciente estudio de CMO Council y Chief Outsiders<\/a>,\u00a0el \u00e1rea donde los CMOs dan cuenta de un mayor n\u00famero de deficiencias en el seno de su organizaci\u00f3n es el \u00abcustomer journey\u00bb, la adquisici\u00f3n y la conversi\u00f3n (44%<\/strong>).<\/p>\n

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Que esta \u00e1rea est\u00e9 lastrada por las deficiencias es a todas luces preocupante si tenemos en cuenta que\u00a0el adecuado trazado del\u00a0\u00abcustomer journey\u00bb\u00a0es esencial a la hora de alumbrar buenas experiencias de cliente.<\/strong>\u00a0Adem\u00e1s, aunque durante la pandemia los marketeros se han enfocado m\u00e1s a la retenci\u00f3n de clientes, la adquisici\u00f3n contin\u00faa siendo una prioridad para ellos.<\/div>\n
<\/div>\n<\/div>\n<\/div>\n<\/div>\n

Los CMOs observan asimismo defectos en la segmentaci\u00f3n y el dise\u00f1o personalizado de mensajes (42%)<\/strong>, las acciones en base a los \u00abinsights\u00bb extra\u00eddos de los datos del consumidor (37%), la generaci\u00f3n de demanda (31%), la ejecuci\u00f3n y la medici\u00f3n de campa\u00f1as (30%) y la planificaci\u00f3n de marketing con vista a las estrategias de crecimiento digital (30%).<\/p>\n

La falta de recursos es tambi\u00e9n una importante r\u00e9mora para los CMOs<\/strong><\/h3>\n

Por otra parte,\u00a0el 34% de los CMOs confiesa que el rendimiento de los equipos a su cargo se ve mermada como consecuencia de la falta de recursos.<\/strong><\/p>\n

Y no solo eso, 9 de cada 10 directores de marketing coinciden en se\u00f1alar que la falta de recursos se ha traducido de manera significativa (20%) o moderada (66%) en la\u00a0p\u00e9rdidas de ventas, crecimiento u oportunidades de adquisici\u00f3n.<\/strong><\/p>\n

Adem\u00e1s,\u00a0el 54% de los directores de marketing confiesan que los equipos cuyas riendas llevan son solo parcialmente capaces de ejecutar campa\u00f1as multicanal tanto a nivel global como local.<\/strong>\u00a0Y el 13% va m\u00e1s all\u00e1 y admite la total incapacidad de las personas a su cargo en este aspecto en particular.<\/p>\n

En el reclutamiento y \u00abonboarding\u00bb de marketeros senior los\u00a0CMOs\u00a0invierten adem\u00e1s buena parte de su tiempo<\/strong>. El 54% apunta que este proceso puede demorarse entre 3 y 6 meses, mientras que el 22% declara que este proceso se dilata afortunadamente menos de 3 meses.<\/p>\n

Fuente:\u00a0<\/strong>https:\/\/www.america-retail.com\/marketing\/marketing-el-customer-journey-un-viaje-de-vaivenes-para-los-marketeros\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Aunque buena parte de los\u00a0CMOs\u00a0califican de excelentes (14%) o muy buenos (44%) los equipos de marketing a su cargo,\u00a0en el desempe\u00f1o de su actividad laboral los directores de marketeros se topan con no pocos obst\u00e1culos. De acuerdo con\u00a0un reciente estudio de CMO Council y Chief Outsiders,\u00a0el \u00e1rea donde los CMOs dan cuenta de un mayor […]<\/p>\n","protected":false},"author":52,"featured_media":5765,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"\nEl \u00abcustomer journey\u00bb, un viaje de vaivenes para los marketeros | 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\/el-customer-journey-un-viaje-de-vaivenes-para-los-marketeros\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El \u00abcustomer journey\u00bb, un viaje de vaivenes para los marketeros | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Aunque buena parte de los\u00a0CMOs\u00a0califican de excelentes (14%) o muy buenos (44%) los equipos de marketing a su cargo,\u00a0en el desempe\u00f1o de su actividad laboral los directores de marketeros se topan con no pocos obst\u00e1culos. 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