{"id":73287,"date":"2018-09-17T13:53:58","date_gmt":"2018-09-17T11:53:58","guid":{"rendered":"https:\/\/ipmark.com\/?p=73287"},"modified":"2018-09-17T13:53:58","modified_gmt":"2018-09-17T11:53:58","slug":"anunciantes-buscan-alternativas-publicidad","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=73287","title":{"rendered":"Los anunciantes derivan presupuesto publicitario a acciones no medibles"},"content":{"rendered":"<p><strong><img decoding=\"async\" class=\"aligncenter wp-image-73288 size-full\" title=\"anunciantes-inversion-publicitaria-trend-score-primer-semestre-a\u00f1o-2018\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/09\/anunciantes-inversion-publicitaria-trend-score-primer-semestre-a\u00f1o-2018.gif\" alt=\"anunciantes-inversion-publicitaria-trend-score-primer-semestre-a\u00f1o-2018\" width=\"690\" height=\"278\" \/>Durante el primer semestre del a\u00f1o, los <a href=\"https:\/\/ipmark.com\/marketing\/anunciantes\/\">anunciantes<\/a> espa\u00f1oles han reducido sus presupuestos en\u00a0 publicidad (-0,3%), marketing (-0,6%) e investigaci\u00f3n (-1,5%) para destinar m\u00e1s atenci\u00f3n a proyectos de data, automatizaci\u00f3n de procesos o experiencia de cliente. <\/strong><\/p>\n<p>A d\u00eda de hoy, estas son tres \u00e1reas clave para las compa\u00f1\u00edas y a ellas est\u00e1n destinando <strong>nuevas bolsas econ\u00f3micas y presupuestos adicionales<\/strong>, seg\u00fan la \u00faltima edici\u00f3n de Trend Score, bar\u00f3metro de tendencias de inversi\u00f3n en marketing y publicidad de los principales anunciantes del mercado realizado por SCOPEN y la Asociaci\u00f3n Espa\u00f1ola de Anunciantes (aea).<\/p>\n<p>La contemplaci\u00f3n de una<strong> mayor variedad de canales<\/strong> est\u00e1 detr\u00e1s de este reajuste presupuestario. \u201cCon clara evidencia, la investigaci\u00f3n nos reafirma que la tendencia en inversi\u00f3n de los anunciantes no es a la baja, sino que se destina a una mayor diversificaci\u00f3n de acciones, fuera de las tradicionales, y nos plantea el reto de su medici\u00f3n cada vez m\u00e1s necesaria\u201d, se\u00f1ala Bego\u00f1a G\u00f3mez, directora t\u00e9cnica de la aea.<\/p>\n<p>As\u00ed, y a pesar de esos valores negativos que arroja el primer semestre de 2018, la mayor\u00eda de los encuestados hablan de <strong>estabilidad<\/strong> y de <strong>expectativas positivas de cara al cierre del a\u00f1o<\/strong>, con incrementos de hasta un 0,4% en marketing y del 0,7% en publicidad y una clara ampliaci\u00f3n del mix de medios.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-73289 size-full\" title=\"anunciantes-evolucion-inversion-comunicacion-trend-score-primer-semestre-2018\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/09\/anunciantes-evolucion-inversion-comunicacion-trend-score-primer-semestre-2018.gif\" alt=\"anunciantes-evolucion-inversion-comunicacion-trend-score-primer-semestre-2018\" width=\"690\" height=\"304\" \/><\/p>\n<p><strong>Inversiones no controladas<\/strong><\/p>\n<p>Esta aparente paradoja entre el registro de recortes y la percepci\u00f3n de estabilidad entre los anunciantes se debe, de acuerdo con los responsables del estudio a que hay m\u00e1s de un 20% de inversi\u00f3n en acciones de promoci\u00f3n, marketing y publicidad que <strong>no queda recogida en los modelos actuales de medici\u00f3n y tracking del mercado<\/strong>. De hecho un 20% de los participantes en esta oleada del bar\u00f3metro Trend Score se\u00f1ala que <strong>el presupuesto no controlado superar\u00eda el 50% del total invertido<\/strong>.<\/p>\n<p>M\u00e1s de 53% de los anunciantes estar\u00eda destinando un presupuesto adicional a proyectos centrados en la experiencia de cliente, el data y la automatizaci\u00f3n de procesos. El \u00e1rea digital, como en anteriores ediciones del bar\u00f3metro, es el canal con mayor crecimiento tanto en inversi\u00f3n como en expectativas de cara al cierre del ejercicio econ\u00f3mico.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Durante el primer semestre del a\u00f1o, los anunciantes espa\u00f1oles han reducido sus presupuestos en\u00a0 publicidad (-0,3%), marketing (-0,6%) e investigaci\u00f3n<\/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":[38,44],"tags":[],"class_list":["post-73287","post","type-post","status-publish","format-standard","hentry","category-marcas","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Anunciantes destinan m\u00e1s presupuesto a acciones 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