{"id":49999,"date":"2015-11-26T18:37:04","date_gmt":"2015-11-26T16:37:04","guid":{"rendered":"https:\/\/ipmark.com\/?p=49999"},"modified":"2015-11-26T18:37:04","modified_gmt":"2015-11-26T16:37:04","slug":"la-personalidad-multiple-del-consumidor-en-foro-ipmark","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=49999","title":{"rendered":"La personalidad m\u00faltiple del consumidor en el primer Foro IPMARK celebrado en Barcelona"},"content":{"rendered":"<figure id=\"attachment_50000\" aria-describedby=\"caption-attachment-50000\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/11\/FORO-IPMARK_Noviembre2015.png\" alt=\"Foro IPMARK-26_noviembre_2015\" width=\"690\" height=\"399\" class=\"size-full wp-image-50000\" \/><figcaption id=\"caption-attachment-50000\" class=\"wp-caption-text\">Los participantes en el primer Foro IPMARK celebrado en Barcelona.<\/figcaption><\/figure>\n<p>Alrededor de 130 profesionales del sector asistieron el 26 de noviembre al primer Foro IPMARK que se celebra en Barcelona, y que ha tenido como tema principal \u201cLa personalidad m\u00faltiple del consumidor\u201d. <\/p>\n<p>La Antigua F\u00e1brica Damm ha sido el escenario escogido por el Club de Marketing de Barcelona e Ipmark para que tres expertos como Emma Ruiz de Azcarate, director de comunicaci\u00f3n y marca de Direct Seguros (AXA Global Direct); Javier Mas, director de marketing de Caixa Bank; y Manel Cumplido, director de Custo Barcelona, expusieran sus ideas acerca del nuevo consumidor. <\/p>\n<p>Los tres, a pesar de trabajar para empresas de mercados tan distantes, como el bancario, el de los seguros y el de la moda, han coincidido en se\u00f1alar que el consumidor actual est\u00e1 m\u00e1s informado, muy conectado y es menos fiel que nunca. Por tanto, tiene m\u00faltiples personalidades. <\/p>\n<p>Emma Ruiz, de AXA Global Direct, desgran\u00f3 las peculiaridades de su cliente, un consumidor multicanal, que busca una relaci\u00f3n sencilla y directa. Es por ello que, en su mercado \u201cla marca adquiere un papel clave en el proceso de compra, puesto que estamos en un mercado de locos donde ni el precio ni el producto son determinantes para diferenciarnos\u201d. <\/p>\n<p>Javier Mas, director de Marketing de Caixa Bank, por su parte, remarc\u00f3 que \u201cel motor que hay detr\u00e1s de todo comportamiento humano son las emociones\u201d, y que para saber c\u00f3mo construir una marca hay que saber qu\u00e9 tipo de personalidad tiene el target, si es m\u00e1s din\u00e1mico, asertivo, competente, atento, amigable, o despreocupado. <\/p>\n<p>Y finalmente, Manel Cumplido, que fue director de Marketing en Caprabo, y que ahora dirige Custo Barcelona, explic\u00f3 a los asistentes su experiencia en retail, tanto en segmento alimentaci\u00f3n como en moda, dos mercados diferentes, pero con muchas similitudes. Y es que, \u201cla moda tiene un alto componente de emocional\u201d. Asimismo, remarc\u00f3 la importancia de diferencias entre h\u00e1bitos de compra y en h\u00e1bitos de consumo. Para Cumplido, \u201cel posicionamiento estrat\u00e9gico debe recoger ambos conceptos\u201d. <\/p>\n<p>Isabel Acevedo<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alrededor de 130 profesionales del sector asistieron el 26 de noviembre al primer Foro IPMARK que se celebra en Barcelona,<\/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":[5901],"tags":[],"class_list":["post-49999","post","type-post","status-publish","format-standard","hentry","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>La personalidad m\u00faltiple del consumidor en Foro IPMARK<\/title>\n<meta name=\"description\" content=\"Foro IPMARK se centra en la personalidad m\u00faltiple del consumidor en su primera cita celebrada en 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