{"id":54845,"date":"2016-06-16T14:07:34","date_gmt":"2016-06-16T12:07:34","guid":{"rendered":"https:\/\/ipmark.com\/?p=54845"},"modified":"2016-06-16T14:07:34","modified_gmt":"2016-06-16T12:07:34","slug":"redes-sociales-directivos-marketing-b2b","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=54845","title":{"rendered":"Redes sociales, directores de marketing y B2B"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-54846\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/06\/redes-sociales-directores-marketing.jpg\" alt=\"redes-sociales-directivos-marketing\" width=\"345\" height=\"429\" \/>Las redes sociales cobran cada d\u00eda m\u00e1s fuerza como fuente de informaci\u00f3n para los directores de marketing. Y no son Twitter\u00a0 y LinkedIn las plataformas que m\u00e1s consultan a la hora de tomar decisiones, sino Facebook. <\/strong><\/p>\n<p>Una encuesta realizada por Hotwire y Vanso Bourne entre 1.000 directivos para conocer sus h\u00e1bitos, sus canales preferidos y las fuentes de informaci\u00f3n que influyen en sus decisiones de compra, revela que <strong>a la hora de tomar dichas decisiones utilizan m\u00e1s frecuentemente Facebook<\/strong> (24%) que LinkedIn, nombrado como canal preferido por el 17% de los directivos, y mucho m\u00e1s que Twitter, que es la fuente principal de informaci\u00f3n para solo el 6% de los directivos.<\/p>\n<p>Estos resultados cuestionan la creencia muy extendida de que Twitter y LinkedIn son las redes sociales m\u00e1s efectivas para el marketing B2B. Sin embargo, y a pesar de esa preferencia por Facebook como fuente de informaci\u00f3n, casi <strong>un tercio (30%) de los directores de marketing no planea incluir Facebook en su propia estrategia de marketing B2B<\/strong>. Esto pone de manifiesto la brecha existente entre la forma en que los directivos utilizan las redes sociales y c\u00f3mo creen que las utilizan sus compa\u00f1eros.<\/p>\n<p>El informe refuerza la <strong>importancia de las redes sociales como fuente de informaci\u00f3n para los directores de marketing<\/strong>. El 87% equipara a los medios tradicionales con las redes sociales en cuanto a su importancia como fuentes de informaci\u00f3n en las decisiones de compra.<\/p>\n<p><strong>Otras conclusiones<\/strong><\/p>\n<p>El informe tambi\u00e9n hace\u00a0 referencia a otros hallazgos:<\/p>\n<p>\u00b7 El 41% de los directivos destaca que el mayor cambio que pueden realizar los proveedores de servicios es <strong>compartir m\u00e1s opiniones de terceros como parte de su estrategia de marketing<\/strong>. En el caso de Espa\u00f1a, el 55% de los directivos tiene en cuenta a los analistas como fuente primaria de informaci\u00f3n.<\/p>\n<p>\u00b7 Los directores de marketing son m\u00e1s<strong> propensos a leer publicaciones m\u00e1s recientes<\/strong> y con un enfoque m\u00e1s digital.<\/p>\n<p>\u00b7 Casi la mitad de los directivos <strong>buscan proactivamente casos de \u00e9xito cuando investigan proveedores de servicios<\/strong>, mientras que solo un tercio busca informes que haya generado el proveedor.<\/p>\n<p>\u00b7 Los directivos siguen careciendo de informaci\u00f3n cuando tienen que tomar la decisi\u00f3n final de compra. El 37% de los encuestados dice que les <strong>resulta dif\u00edcil encontrar informaci\u00f3n relevante<\/strong> cuando est\u00e1n en la etapa final del proceso de compra.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las redes sociales cobran cada d\u00eda m\u00e1s fuerza como fuente de informaci\u00f3n para los directores de marketing. Y no son<\/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":[44,5895],"tags":[147],"class_list":["post-54845","post","type-post","status-publish","format-standard","hentry","category-marketing","category-marketing-digital","tag-redes-sociales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Redes sociales, directores de marketing y B2B - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Las redes sociales cobran cada d\u00eda m\u00e1s fuerza como fuente de informaci\u00f3n para los directores de marketing, sobre todo Facebook\" \/>\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=54845\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Redes sociales, directores de marketing y B2B - 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