{"id":7350,"date":"2022-01-25T10:00:32","date_gmt":"2022-01-25T15:00:32","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=7350"},"modified":"2022-01-23T14:07:40","modified_gmt":"2022-01-23T19:07:40","slug":"la-paradojica-relacion-de-las-marcas-con-el-proposito-es-un-ni-contigo-ni-sin-ti","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/la-paradojica-relacion-de-las-marcas-con-el-proposito-es-un-ni-contigo-ni-sin-ti\/","title":{"rendered":"La (parad\u00f3jica) relaci\u00f3n de las marcas con el prop\u00f3sito es un ni contigo ni sin ti"},"content":{"rendered":"

Casi dos terceras partes de las marcas otorgan much\u00edsima importancia al prop\u00f3sito, pero a la hora de la verdad solo la mitad se toma la molestia de definir expl\u00edcitamente este concepto.<\/h2>\n

El prop\u00f3sito<\/a> se ha convertido en el perejil de todas las salsas en la arena del marketing y la publicidad<\/strong>. Y pocas marcas se atreven a dar esquinazo a un tema que se inici\u00f3 como una moda, pero que ha terminado metamorfose\u00e1ndose en un aut\u00e9ntico \u00abmust\u00bb absolutamente irrenunciable.<\/p>\n

Sin embargo, lo cierto es que a la hora de aproximarse al prop\u00f3sito las marcas parecen atrapadas en una paradoja. Seg\u00fan un reciente estudio llevado a cabo en Alemania por news aktuell<\/a>, casi dos terceras partes de las marcas otorgan much\u00edsima importancia al prop\u00f3sito, pero a la hora de la verdad solo la mitad se toma la molestia de definir expl\u00edcitamente este concepto.<\/strong><\/p>\n

En este sentido, las compa\u00f1\u00edas parecen no posicionarse de manera suficientemente uniforme (sino m\u00e1s bien de manera parad\u00f3jica) en relaci\u00f3n con el prop\u00f3sito. El 63% de las marcas concede mucha o bastante relevancia al prop\u00f3sito<\/strong>, pero solo el 46% formula con claridad el prop\u00f3sito por el que se gu\u00edan sus acciones.<\/p>\n

Las marcas no exprimen todo lo deber\u00edan el prop\u00f3sito<\/strong><\/h3>\n

Esta discrepancia es probablemente la responsable de que solo el 46% de las empresas use el tema del prop\u00f3sito para posicionarse en su comunicaci\u00f3n externa<\/strong> y que apenas el 47% introduzca este concepto en su comunicaci\u00f3n interna<\/a>.<\/p>\n

De acuerdo con los 353 profesionales de la comunicaci\u00f3n consultados en el marco del informe, el 77% de las marcas que han definido previamente un prop\u00f3sito viven tambi\u00e9n de acuerdo a \u00e9<\/strong>l. Sin embargo, solo una minor\u00eda va m\u00e1s all\u00e1 y toma el pulso a la implementaci\u00f3n del prop\u00f3sito del que han elegido colgarse del brazo. \u00danicamente el 32% de las compa\u00f1\u00edas pertrechadas de un prop\u00f3sito espec\u00edfico toman la medida al rendimiento de ese prop\u00f3sito.<\/p>\n

Conviene hacer notar que el 42% de las marcas renuncia a una definici\u00f3n concreta de su prop\u00f3sito<\/strong>. Y no solo eso. Uno de cada diez profesionales de la comunicaci\u00f3n confiesa desconocer si hay o no una definici\u00f3n espec\u00edfica del prop\u00f3sito en el seno de su compa\u00f1\u00eda.<\/p>\n

Al 47% de los profesionales de la comunicaci\u00f3n les gustar\u00eda que las empresas que les tienen en n\u00f3mina estuvieran aprovisionadas de una definici\u00f3n clara del prop\u00f3sito que las mueve.<\/strong> As\u00ed y todo, el 26% asegura no necesitar en modo alguno una definici\u00f3n espec\u00edfica y el 25% no tiene una opini\u00f3n clara al respecto.<\/p>\n

Fuente: https:\/\/www.marketingdirecto.com\/anunciantes-general\/anunciantes\/relacion-marcas-proposito-es-contigo-sin-ti<\/p>\n","protected":false},"excerpt":{"rendered":"

Casi dos terceras partes de las marcas otorgan much\u00edsima importancia al prop\u00f3sito, pero a la hora de la verdad solo la mitad se toma la molestia de definir expl\u00edcitamente este concepto. El prop\u00f3sito se ha convertido en el perejil de todas las salsas en la arena del marketing y la publicidad. Y pocas marcas se […]<\/p>\n","protected":false},"author":52,"featured_media":7351,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-7350","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"\nLa (parad\u00f3jica) relaci\u00f3n de las marcas con el prop\u00f3sito es un ni contigo ni sin ti | 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-paradojica-relacion-de-las-marcas-con-el-proposito-es-un-ni-contigo-ni-sin-ti\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La (parad\u00f3jica) relaci\u00f3n de las marcas con el prop\u00f3sito es un ni contigo ni sin ti | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Casi dos terceras partes de las marcas otorgan much\u00edsima importancia al prop\u00f3sito, pero a la hora de la verdad solo la mitad se toma la molestia de definir expl\u00edcitamente este concepto. 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