{"id":7033,"date":"2021-10-27T10:00:34","date_gmt":"2021-10-27T15:00:34","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=7033"},"modified":"2021-10-25T09:36:42","modified_gmt":"2021-10-25T14:36:42","slug":"ser-relevante-en-el-mundo-digital-el-reto-de-las-marcas","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/ser-relevante-en-el-mundo-digital-el-reto-de-las-marcas\/","title":{"rendered":"Ser relevante en el mundo digital, el reto de las marcas"},"content":{"rendered":"<p>La competencia en el mundo digital ya no se centra en el menor precio, sino en quien ofrece una mejor propuesta de valor por lo que los marketplaces se presentan como un canal clave a la hora de destacar la presencia de las marcas y hacer que \u00e9stas sean relevantes para los compradores.<\/p>\n<div class=\"pinno-author-info-wrap left relative\">\n<div class=\"pinno-author-info-thumb left relative\">\n<p>No es un secreto que los canales de venta en l\u00ednea crecieron de manera contundente impulsados por la coyuntura, en Estados Unidos, por ejemplo, el ecommerce creci\u00f3 en solo tres meses lo proyectado a 10 a\u00f1os, en la regi\u00f3n la penetraci\u00f3n de estos canales pas\u00f3 del 4 % al 9 %, y las proyecciones dicen que Latinoam\u00e9rica ser\u00e1 la que m\u00e1s crecer\u00e1 \u00a0\u00a0\u00a0\u00a0\u00a0en el mundo en 2021.<\/p>\n<p>Seg\u00fan Juan Andr\u00e9s Mart\u00ednez, gerente de Mercado Ads en Colombia, la pandemia llev\u00f3 a las personas a adaptarse y se acortaron los ciclos de compra, por ejemplo, en Mercado Libre los compradores leales pasaron de comprar cada 22 d\u00edas a cada 16, los compradores frecuentes de 98 d\u00edas a 41 y los compradores espor\u00e1dicos de casi una vez al a\u00f1o a cada dos meses.<\/p>\n<p>En t\u00e9rminos de publicidad para llegar a esos compradores, ha sido interesante ver c\u00f3mo el presupuesto de las empresas se est\u00e1 destinando a canales digitales, en el caso colombiano, por ejemplo, el 43 % de la inversi\u00f3n total de publicidad se enfoca en estos medios digitales, muy por encima de televisi\u00f3n y medios traici\u00f3nales, y los\u00a0<em>marketplaces<\/em>\u00a0se est\u00e1n volviendo una opci\u00f3n relevante.<\/p>\n<p>\u201cEn la regi\u00f3n esperamos que, a medida que aumente la penetraci\u00f3n de ecommerce, el marketplace l\u00edder tomar\u00e1 una relevancia similar a la otras regiones -explica el manager Mart\u00ednez- Hoy en d\u00eda el tercer jugador en la regi\u00f3n es Mercado Libre, y hay espacio para crecer y llegar a la proporci\u00f3n internacional. Un ejemplo de esto es lo que sucede en China o Estados unidos, con jugadores de la torta publicitaria como Alibaba y Amazon, donde las marcas invierten cada vez m\u00e1s en estos marketplaces porque ven la relevancia de estar ah\u00ed para llegar a sus segmentos de compradores\u201d.<\/p>\n<p>&nbsp;<\/p>\n<p>Fuente: https:\/\/forbes-co.cdn.ampproject.org\/c\/s\/forbes.co\/2021\/10\/20\/negocios\/ser-relevante-en-el-mundo-digital-el-reto-de-las-marcas\/amp\/<noscript><br \/>\n<a href=\"\/\/bs.serving-sys.com\/Serving\/adServer.bs?cn=brd&amp;pli=1076956815&amp;gdpr=&amp;gdpr_consent=&amp;Page=&amp;Pos=-1817216489&quot;\" target=\"&quot;_blank&quot;\" rel=\"noopener noreferrer\"><br \/>\n<img src=&quot;https:\/\/bs.serving-sys.com\/Serving\/adServer.bs?c=8&amp;cn=display&amp;pli=1076956815&amp;gdpr=&amp;gdpr_consent=&amp;Page=&amp;Pos=-1817216489&quot; border=0 width=300 height=250><\/a><br \/>\n<\/noscript><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>La competencia en el mundo digital ya no se centra en el menor precio, sino en quien ofrece una mejor propuesta de valor por lo que los marketplaces se presentan como un canal clave a la hora de destacar la presencia de las marcas y hacer que \u00e9stas sean relevantes para los compradores. No es [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":6775,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-7033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ser relevante en el mundo digital, el reto de las marcas | 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\/ser-relevante-en-el-mundo-digital-el-reto-de-las-marcas\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ser relevante en el mundo digital, el reto de las marcas | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"La competencia en el mundo digital ya no se centra en el menor precio, sino en quien ofrece una mejor propuesta de valor por lo que los marketplaces se presentan como un canal clave a la hora de destacar la presencia de las marcas y hacer que \u00e9stas sean relevantes para los compradores. 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