{"id":123729,"date":"2021-04-08T14:51:43","date_gmt":"2021-04-08T12:51:43","guid":{"rendered":"https:\/\/ipmark.com\/?p=123729"},"modified":"2021-04-08T14:51:43","modified_gmt":"2021-04-08T12:51:43","slug":"el-ecommerce-y-la-transformacion-tecnologica-salvavidas-del-marketing-digital","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=123729","title":{"rendered":"El ecommerce y la transformaci\u00f3n tecnol\u00f3gica, salvavidas del marketing digital"},"content":{"rendered":"<p><strong>El sector de la publicidad en Espa\u00f1a es uno de los m\u00e1s afectados debido a la crisis sanitaria. E<\/strong><strong>l 80% de los\u00a0<em>marketers<\/em> del pa\u00eds afirma que, a ra\u00edz de la pandemia, han sufrido p\u00e9rdidas en los ingresos de 2020. Sin embargo, gracias al <em>ecommerce<\/em> y a una r\u00e1pida transformaci\u00f3n digital, el descenso de los ingresos no fue tan severo<\/strong>.<\/p>\n<p>Estos son algunos de los hechos expuestos en el informe de\u00a0<a href=\"https:\/\/www.criteo.com\/es\/\"><strong>Criteo<\/strong><\/a> sobre el\u00a0<strong>estado de la publicidad digital<\/strong>. La compa\u00f1\u00eda tecnol\u00f3gica de publicidad ha analizado\u00a0<strong>diez mercados regionales<\/strong> de todo el mundo y ha encuestado a m\u00e1s de 1.000 directivos de\u00a0<em>marketing\u00a0<\/em>de los mismos.<\/p>\n<p>A nivel mundial, un 61% de los\u00a0<em>marketers<\/em>\u00a0<strong>se\u00f1al\u00f3 un descenso de los ingresos en comparaci\u00f3n con el a\u00f1o 2019<\/strong>. Es\u00a0<strong>Alemania<\/strong> el pa\u00eds que mejores resultados ha registrado, con s\u00f3lo un 8% de disminuci\u00f3n. Le sigue\u00a0<strong>Reino Unido,\u00a0<\/strong>que presenta un descenso del 10%,\u00a0<strong>Francia<\/strong>, con un 21% y\u00a0<strong>Estados Unidos<\/strong>, con un 22% de p\u00e9rdidas.\u00a0<strong>Espa\u00f1a\u00a0<\/strong>registr\u00f3 un descenso del 25% de los ingresos.<\/p>\n<h3>Digitalizarse o morir<\/h3>\n<p>El efecto del\u00a0<strong>Covid-19<\/strong> ha hecho que los consumidores opten m\u00e1s\u00a0<strong>por el\u00a0<em>ecommerce<\/em><\/strong><em>.\u00a0<\/em><a href=\"https:\/\/ipmark.com\/ecommerce-2021-los-cinco-grandes-cambios\/\">El aumento de las ventas\u00a0<em>online<\/em> ha acelerado la <strong>transformaci\u00f3n digital<\/strong><\/a>, que ha mitigado el descenso de los ingresos. Para el sector\u00a0<em>retail<\/em>, seg\u00fan los datos recopilados por\u00a0<strong>Criteo<\/strong>, el comercio\u00a0<em>online<\/em> <strong>ha ascendido en un 14% a nivel mundial<\/strong> en diciembre de 2020.<\/p>\n<p>Esta situaci\u00f3n ha forzado un escenario que ya estaba en proceso de digitalizaci\u00f3n, impactando en el papel del\u00a0<em>marketing<\/em>\u00a0<strong>para impulsar resultados\u00a0<em>full-funnel<\/em><\/strong>. Un\u00a0<strong>65% de los responsables de\u00a0<em>marketing<\/em> en Espa\u00f1a<\/strong> confirma un aumento del gasto en\u00a0<em>marketing\u00a0<\/em>digital a ra\u00edz de la pandemia. El 66% de los encuestados cree que esto se debe a\u00a0<strong>una mayor necesidad de crear campa\u00f1as de\u00a0<em>marketing<\/em> de resultados\u00a0<\/strong>para impulsar las ventas.<\/p>\n<h3>Dependencia con las tecnol\u00f3gicas<\/h3>\n<p>En 2020 creci\u00f3 la importancia de\u00a0<strong>conectar los puntos de contacto donde los consumidores descubren<\/strong><strong>, eval\u00faan y compran<\/strong>. El\u00a0<strong>49% de los profesionales de\u00a0<em>marketing<\/em> encuestados<\/strong> confirmaron que est\u00e1n realizando grandes cambios en sus estrategias debido a la crisis sanitaria.<\/p>\n<p>Dos de cada cinco\u00a0<em>marketers<\/em> en Espa\u00f1a\u00a0<strong>prev\u00e9n un aumento de su inversi\u00f3n en estrategias omnicanal en 2021<\/strong>, y el 45% afirma que quieren destinar m\u00e1s gasto en publicidad web y aplicaciones de\u00a0<em>retail<\/em>.<\/p>\n<p>Sin embargo,\u00a0<strong>un 65% de profesionales<\/strong>\u00a0<strong>en el pa\u00eds reconoce<\/strong><strong> la dependencia\u00a0<\/strong>de\u00a0<strong>Amazon<\/strong>, <strong>Facebook\u00a0<\/strong>y\u00a0<strong>Google<\/strong> para llevar a cabo sus campa\u00f1as de\u00a0<em>marketing digital<strong>, <\/strong><\/em>incidiendo en el deseo por soluciones de <em>marketing<\/em> potentes que vayan m\u00e1s all\u00e1 de los\u00a0<em>walled-gardens<\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La publicidad en Espa\u00f1a ha sufrido un 25% de p\u00e9rdidas en 2020 con respecto al a\u00f1o anterior. La adaptaci\u00f3n tecnol\u00f3gica y el comercio electr\u00f3nico han sido clave para la supervivencia dentro del marketing digital. <\/p>\n","protected":false},"author":6924,"featured_media":123733,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2154],"class_list":["post-123729","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-ecommerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El &#039;ecommerce&#039; y la transformaci\u00f3n tecnol\u00f3gica, los salvavidas del marketing digital<\/title>\n<meta name=\"description\" content=\"La publicidad en Espa\u00f1a ha sufrido un 25% de p\u00e9rdidas durante 2020. 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