{"id":49986,"date":"2015-11-26T18:20:02","date_gmt":"2015-11-26T16:20:02","guid":{"rendered":"https:\/\/ipmark.com\/?p=49986"},"modified":"2015-11-26T18:20:02","modified_gmt":"2015-11-26T16:20:02","slug":"los-directores-de-marketing-y-su-poder-real","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=49986","title":{"rendered":"El poder real de los directores de marketing"},"content":{"rendered":"<figure id=\"attachment_49988\" aria-describedby=\"caption-attachment-49988\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/11\/comida_IPMARK.png\" alt=\"Comida-networking de IPMARK y Mediamath\" width=\"690\" height=\"322\" class=\"size-full wp-image-49988\" \/><figcaption id=\"caption-attachment-49988\" class=\"wp-caption-text\">Asistentes a la comida-networking organizada por IPMARK con el patrocinio de Mediamath.<\/figcaption><\/figure>\n<p>\u00bfHan perdido poder los directores de marketing en estos a\u00f1os de crisis? \u00bfSon los directores financieros los que toman las decisiones? \u00bfEs duro adaptarse a los continuos cambios que impone la digitalizaci\u00f3n? Sobre estas y otras cuestiones debatieron los 15 responsables de marketing que participaron en la comida-networking organizada por IPMARK con el patrocinio de Mediamath.<\/p>\n<p>El restaurante Ramses de Madrid fue el escenario elegido para reunir a los directores de marketing de compa\u00f1\u00edas como Alain Afflelou, Direct Seguros, BMW, Bigben Interactive, Bodegas Barbadillo, Damm, Fnac, Grupo IAN, Kia, Laboratorios Boiron, Lactalis, Mazda, Microsoft, Pelayo y Showroom Prive, as\u00ed como especialistas en el tema como Fernanda Rodr\u00edguez (Energizer Group &#8211; Wilkinson, Energizer Group, Colgate Palmolive). <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/11\/comidaIPMARK2.png\" alt=\"comidaIPMARK2\" width=\"345\" height=\"188\" class=\"alignleft size-full wp-image-49987\" \/><\/p>\n<p>Aunque todos los asistentes coincidieron en que la crisis ha supuesto una dura prueba para todos los profesionales del marketing no hubo una postura com\u00fan sobre su presunta p\u00e9rdida de poder frente a los departamentos financieros. Para muchos se ha dado precisamente la situaci\u00f3n contraria puesto que marketing cada vez tiene m\u00e1s que decir a la hora de aportar valor a las marcas en un mercado marcado por el cortoplacismo y la guerra de precios. <\/p>\n<p>Otros, sin embargo, mantuvieron que la crisis ha dado alas a los financieros en el seno de las compa\u00f1\u00edas y que estos contemplan el departamento de marketing cono una \u201cfuente de gastos y no de inversi\u00f3n\u201d. <\/p>\n<p>A pesar de ello, muchos reconocieron que la crisis ha abierto grandes debates en el seno de las empresas, generando conversaciones entre marketing y finanzas que antes no exist\u00edan y aunando posturas en pos de la supervivencia de las marcas. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/11\/comidaIPMARK4.png\" alt=\"comida IPMARK_MEdiamath\" width=\"345\" height=\"175\" class=\"alignleft size-full wp-image-49991\" \/><\/p>\n<p><b>Evangelizaci\u00f3n digital<\/b><\/p>\n<p>Hacer que las c\u00fapulas directivas de las empresas entiendan el lenguaje digital es otro de los retos a los que se enfrentan los directores de marketing en la actualidad. Un reto que supone toda una ventaja. En online todo se puede medir, circunstancia que convierte al departamento de marketing en una especie de or\u00e1culo. <\/p>\n<p>Es el momento de evangelizar a los CEOS de la compa\u00f1\u00eda, todav\u00eda muy alejados del mundo digital y, en algunos casos, francamente hostiles a todo lo que supone el continuo desaf\u00edo online. <\/p>\n<p>Esta nueva fuerza de los marketinianos tiene tambi\u00e9n su reverso y es  que el reinado de la m\u00e9trica lleva asociado el imperio del ROI.  \u201cHay que sacar chispas de cada euro invertido en marketing, lo que nos exige un esfuerzo creativo como nunca hasta ahora\u201d.  <\/p>\n<p>Sobre el transcurso de la comida-networking organizada por IPMARK y Mediamath tendr\u00e1n m\u00e1s informaci\u00f3n en el n\u00famero 822 de nuestra revista. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfHan perdido poder los directores de marketing en estos a\u00f1os de crisis? \u00bfSon los directores financieros los que toman las<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44,5901],"tags":[],"class_list":["post-49986","post","type-post","status-publish","format-standard","hentry","category-marketing","category-tendencias"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Directores de marketing y su poder real tras la crisis<\/title>\n<meta name=\"description\" content=\"C\u00f3mo ha afectado al poder decisor de los directores de marketing la etapa de crisis econ\u00f3mica\" \/>\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=49986\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" 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