{"id":112250,"date":"2020-10-15T12:32:24","date_gmt":"2020-10-15T10:32:24","guid":{"rendered":"https:\/\/ipmark.com\/?p=112250"},"modified":"2020-10-15T19:23:36","modified_gmt":"2020-10-15T17:23:36","slug":"marketing-automation-departamento-con-fines-de-personalizacion","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=112250","title":{"rendered":"Marketing Automation, un departamento con fines de personalizaci\u00f3n"},"content":{"rendered":"<p><strong>La automatizaci\u00f3n en marketing se ha convertido en un \u00e1rea de importancia para el departamento de marketing actual, sobre todo, tras haber irrumpido la pandemia de coronavirus, que ha motivado a seis de cada 10 compa\u00f1\u00edas a mantener o incrementar su presupuesto destinado a ello.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed lo ha recogido el primer <strong>estudio de Marketing Automation Scope<\/strong>, elaborado por Scopen y patrocinado por la agencia MRM y la firma de tecnolog\u00eda Salesforce. Un informe que analiza c\u00f3mo las compa\u00f1\u00edas ya habituadas a emplear herramientas de data, utilizan estas tecnolog\u00edas y c\u00f3mo se prev\u00e9 que evolucione el <em>marketing automation<\/em> a corto y medio plazo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan se especifica en el estudio, de media, <strong>uno de cada cuatro profesionales de marketing se dedican a la automatizaci\u00f3n de la estrategia de marketing<\/strong>. Un \u00e1rea dentro del departamento formado, de media, por siete personas y en el que una<strong> parte importante del presupuesto (40%) se dedica a la obtenci\u00f3n de herramientas<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A este respecto, los anunciantes encuestados han se\u00f1alado que esperan que los sistemas de <em>marketing automation<\/em> que adquieren les proporcionen hasta ocho tipos de informaci\u00f3n distintos, siendo los KPIs m\u00e1s mencionados, e<strong>l ROI de campa\u00f1as\/acciones (78,7%), la tasa de apertura (63,9%), el \u00edndice de conversi\u00f3n (62,3%) y el an\u00e1lisis predictivo del comportamiento (57,4%)<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Seis de cada 10 profesionales coinciden en que la automatizaci\u00f3n de marketing es un factor determinante para su estrategia de comunicaci\u00f3n<\/strong>. Y en un contexto en el que el email se alza como el principal contacto con el cliente, <strong>el email marketing es la t\u00e9cnica de automatizaci\u00f3n m\u00e1s empleada, con un 93,8% de los encuestados<\/strong>. Le siguen la <strong>t\u00e9cnica del <em>engagement<\/em>, con un 56,9%<\/strong>, y el <strong>lanzamiento en funci\u00f3n de criterios comportamentales<\/strong>, con el<strong> 50,8%<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tras la implantaci\u00f3n del <em>marketing automation<\/em> en la estrategia del departamento, la personalizaci\u00f3n y la optimizaci\u00f3n de gesti\u00f3n de campa\u00f1as son los objetivos que la mayor parte de compa\u00f1\u00edas intentan alcanzar. En este sentido, <strong>Marina Specht<\/strong>, CEO de <strong>MRM<\/strong>, ha recordado durante la presentaci\u00f3n del informe, que la automatizaci\u00f3n en marketing persigue, precisamente, conseguir la deseada personalizaci\u00f3n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEs muy interesante que el estudio corrobore que el <em>marketing automation<\/em> no va de tecnolog\u00eda, sino de ser capaz de conocer y predecir el comportamiento del cliente, para hacer una personalizaci\u00f3n real y no de boquilla\u201d, ha expresado.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Marketing automation, elemento l\u00edquido<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">El informe tambi\u00e9n muestra c\u00f3mo en aquellas empresas acostumbradas a realizar <em>marketing automation<\/em>, el departamento de marketing no es el \u00fanico involucrado. De media, <strong>participan cuatro departamentos, siendo las \u00e1reas de Data (80%), Tecnolog\u00eda (70,8%), Negocio (49,2%) y Gesti\u00f3n de Clientes (47,7%)<\/strong>, donde m\u00e1s participaci\u00f3n existe.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Datos que confirman que la automatizaci\u00f3n de marketing es un elemento l\u00edquido que fluye entre diversas \u00e1reas de una compa\u00f1\u00eda. \u201cLos directores de marketing modernos entienden que ser un CMO hoy requiere no solo centrarse en comunicaci\u00f3n, sino que para generar fidelidad hay que revisar toda la experiencia de cliente\u201d, ha recordado Specht, quien ha a\u00f1adido que estos nuevos profesionales \u201csaben que tienen que trabajar con el \u00e1rea de tecnolog\u00eda, de negocio y con CRM\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sobre el aumento de la inversi\u00f3n destinada a la adquisici\u00f3n de herramientas de automatizaci\u00f3n en marketing, <strong>Jos\u00e9 Y\u00e1nez<\/strong>, <em>vice president marketing and commerce cloud<\/em> de <strong>Salesforce<\/strong>, ha subrayado que todav\u00eda existe una oportunidad para la transformaci\u00f3n digital de las empresas. \u201cEl <em>marketing automation<\/em> sigue siendo una necesidad, sino solo por las econom\u00edas de escala o el aumento de productividad que puede traer, sino para facilitar la integraci\u00f3n de otras \u00e1reas de negocio y avanzar as\u00ed hacia la omnicanalidad\u201d.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La automatizaci\u00f3n de marketing se ha convertido en un \u00e1rea destacada dentro del departamento de marketing, con un equipo medio de siete personas donde la mayor parte del presupuesto se destina la obtenci\u00f3n de herramientas que faciliten alcanzar la tan deseada personalizaci\u00f3n. <\/p>\n","protected":false},"author":29,"featured_media":112253,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-112250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing Automation, un departamento con fines de personalizaci\u00f3n<\/title>\n<meta name=\"description\" content=\"El marketing automation se ha convertido en un \u00e1rea destacada dentro del departamento de marketing, con un equipo medio de siete personas...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=112250\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Automation, un departamento con fines de personalizaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"El marketing automation se ha convertido en un \u00e1rea destacada dentro del departamento de marketing, con un equipo medio de siete personas...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=112250\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-15T10:32:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-10-15T17:23:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/marketing-automation.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"589\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pilar Chac\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pilar Chac\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=112250#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=112250\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"Marketing Automation, un departamento con fines de personalizaci\u00f3n\",\"datePublished\":\"2020-10-15T10:32:24+00:00\",\"dateModified\":\"2020-10-15T17:23:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=112250\"},\"wordCount\":632,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=112250#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/marketing-automation.jpg\",\"articleSection\":[\"Marketing\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=112250\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=112250\",\"name\":\"Marketing Automation, un departamento con fines de personalizaci\u00f3n\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=112250#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=112250#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/marketing-automation.jpg\",\"datePublished\":\"2020-10-15T10:32:24+00:00\",\"dateModified\":\"2020-10-15T17:23:36+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"description\":\"El marketing automation se ha convertido en un \u00e1rea destacada dentro del departamento de marketing, con un equipo medio de siete personas...\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=112250#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=112250\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=112250#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/marketing-automation.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/marketing-automation.jpg\",\"width\":1140,\"height\":589,\"caption\":\"Marketing automation, un departamento de 7 personas con fines de personalizaci\u00f3n\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=112250#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing Automation, un departamento con fines de personalizaci\u00f3n\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\",\"name\":\"Pilar Chac\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"caption\":\"Pilar Chac\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=29\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Marketing Automation, un departamento con fines de personalizaci\u00f3n","description":"El marketing automation se ha convertido en un \u00e1rea destacada dentro del departamento de marketing, con un equipo medio de siete personas...","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=112250","og_locale":"es_ES","og_type":"article","og_title":"Marketing Automation, un departamento con fines de personalizaci\u00f3n","og_description":"El marketing automation se ha convertido en un \u00e1rea destacada dentro del departamento de marketing, con un equipo medio de siete personas...","og_url":"https:\/\/ipmark.com\/?p=112250","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2020-10-15T10:32:24+00:00","article_modified_time":"2020-10-15T17:23:36+00:00","og_image":[{"width":1140,"height":589,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/marketing-automation.jpg","type":"image\/jpeg"}],"author":"Pilar Chac\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Pilar Chac\u00f3n","Tiempo de lectura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=112250#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=112250"},"author":{"name":"Pilar Chac\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"headline":"Marketing Automation, un departamento con fines de personalizaci\u00f3n","datePublished":"2020-10-15T10:32:24+00:00","dateModified":"2020-10-15T17:23:36+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=112250"},"wordCount":632,"image":{"@id":"https:\/\/ipmark.com\/?p=112250#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/marketing-automation.jpg","articleSection":["Marketing"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=112250","url":"https:\/\/ipmark.com\/?p=112250","name":"Marketing Automation, un departamento con fines de personalizaci\u00f3n","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=112250#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=112250#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/marketing-automation.jpg","datePublished":"2020-10-15T10:32:24+00:00","dateModified":"2020-10-15T17:23:36+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"description":"El marketing automation se ha convertido en un \u00e1rea destacada dentro del departamento de marketing, con un equipo medio de siete personas...","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=112250#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=112250"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=112250#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/marketing-automation.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/marketing-automation.jpg","width":1140,"height":589,"caption":"Marketing automation, un departamento de 7 personas con fines de personalizaci\u00f3n"},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=112250#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Marketing Automation, un departamento con fines de personalizaci\u00f3n"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7","name":"Pilar Chac\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","caption":"Pilar Chac\u00f3n"},"url":"https:\/\/ipmark.com\/?author=29"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/112250","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=112250"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/112250\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/112253"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=112250"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=112250"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=112250"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}