{"id":229892,"date":"2025-11-11T12:47:47","date_gmt":"2025-11-11T11:47:47","guid":{"rendered":"https:\/\/ipmark.com\/?p=229892"},"modified":"2025-11-11T15:10:43","modified_gmt":"2025-11-11T14:10:43","slug":"los-responsables-de-marketing-menos-optimistas-respecto-a-2026","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=229892","title":{"rendered":"Los responsables de marketing, menos optimistas respecto a 2026"},"content":{"rendered":"<p><strong>Los responsables de marketing se muestran menos optimistas respecto al pr\u00f3ximo a\u00f1o. A nivel global, un 54% de profesionales espera que las cosas vayan mejor en 2026 frente al 65% que dec\u00eda lo mismo para 2025, una ca\u00edda de 11 puntos porcentuales.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan datos del informe The Marketer\u2019s Toolkit 2026 de la consultora WARC, el entorno de incertidumbre en el que se mueven las compa\u00f1\u00edas est\u00e1 provocando que sean m\u00e1s los responsables de marketing pesimistas respecto a la evoluci\u00f3n que esperan para el pr\u00f3ximo a\u00f1o.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sin embargo, \u201centender los cambios del consumidor y c\u00f3mo adaptarse r\u00e1pidamente para atenderlos puede crear nuevas oportunidades para las marcas en 2026\u201d, seg\u00fan explica <strong>Aditya Kishore<\/strong>, <em>insight director<\/em> de <strong>WARC<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En el informe, la consultora detecta cinco tendencias a nivel global que ayudar\u00e1n a perfilar las estrategias de marketing para el a\u00f1o que viene. Entre ellas, destaca la <strong>desaparici\u00f3n de la clase media, que est\u00e1 originando que el presupuesto se bifurque hacia el mercado premium o hacia el low-cost<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A este respecto, desde la consultora recomiendan a las marcas ayudar a los consumidores a afrontar la llamada \u2018tensi\u00f3n de lo asequible\u2019, resolviendo la brecha que existe entre lo que los consumidores quieren y lo que pueden permitirse; construir conexiones emocionales con ellos para incentivar una demanda sostenida en el tiempo; e identificar estrategias orientadas por cohortes para impulsar el crecimiento, adaptando las preferencias de compra a cada generaci\u00f3n.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Influencers, IA y econom\u00eda conductual<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Tambi\u00e9n se observa una <strong>mayor partida destinada a marketing de influencers, a pesar de que todav\u00eda existen dudas sobre el ROI que genera el canal<\/strong>. Con un 61% de responsables de marketing que planean aumentar su inversi\u00f3n, existen retos a la hora de demostrar su eficacia, como sugiere el dato de Creative X &#8211; un 45% de la inversi\u00f3n destinada a creadores en Meta se pierde en pr\u00e1cticas poco creativas- o el de Kantar &#8211; solo un 27% del contenido de creadores enlaza de manera efectiva a las marcas promocionadas-.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O el <strong>papel proactivo de los CMOs a la hora de adaptarse a las consultas generadas por IA generativa<\/strong> en los buscadores, como desvela que un 24% est\u00e9 mudando sus actividades SEO a la optimizaci\u00f3n de motores generativos (GEO) o que un 29% est\u00e9 ideando una estrategia a ra\u00edz del impacto visto en los resultados de b\u00fasqueda.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por otro lado, un 59% de profesionales afirma que los esquemas de segmentaci\u00f3n basados en la edad, los ingresos, la clase social y las estructuras familiares ya no son efectivas; un 57% se\u00f1ala que los roles de g\u00e9nero y el concepto de familia tradicional ha cambiado de forma dram\u00e1tica y un 58% asegura ver m\u00e1s familias sin hijos. Todo ello motiva a<strong> replantear los disparadores de gasto<\/strong>, usando la econom\u00eda conductual como base y detectando nuevos momentos y nuevas ocasiones de uso, recomiendan desde la consultora.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un 54% de profesionales a nivel global cree que las cosas ir\u00e1n mejor el pr\u00f3ximo a\u00f1o, 11 puntos menos que los que afirmaban lo mismo para 2025. <\/p>\n","protected":false},"author":29,"featured_media":229894,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[383,175],"class_list":["post-229892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-influencers","tag-inversion-publicitaria"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los responsables de marketing, menos optimistas respecto a 2026 - 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