{"id":82580,"date":"2019-06-20T10:31:22","date_gmt":"2019-06-20T08:31:22","guid":{"rendered":"https:\/\/ipmark.com\/?p=82580"},"modified":"2019-06-20T10:31:22","modified_gmt":"2019-06-20T08:31:22","slug":"ecommerce-poco-satisfactorio-7-10-responsables-marketing","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=82580","title":{"rendered":"El ecommerce resulta poco satisfactorio para 7 de cada 10 responsables de marketing"},"content":{"rendered":"<figure id=\"attachment_82582\" aria-describedby=\"caption-attachment-82582\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-82582\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/06\/estudio-iemd-ecommerce.jpg\" alt=\"Seg\u00fan el \u00faltimo estudio de IEDM, el 76% de los directores de marketing ven poco o nada satisfactorio las ventas en ecommerce\" width=\"690\" height=\"483\" \/><figcaption id=\"caption-attachment-82582\" class=\"wp-caption-text\">Seg\u00fan el \u00faltimo estudio de IEDM, el 76% de los directores de marketing ven poco o nada satisfactorio las ventas en ecommerce<\/figcaption><\/figure>\n<p><strong>Los directores de <a href=\"https:\/\/ipmark.com\/marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing<\/a> parecen estar poco conformes con los resultados que obtienen en el canal de venta online. Seg\u00fan datos del \u00faltimo \u00cdndice de Expectativas de los Directores de Marketing (IEDM) de la Asociaci\u00f3n de Marketing de Espa\u00f1a, el 76% de los panelistas encuestados ve como poco o nada satisfactorio su volumen de ventas a trav\u00e9s del comercio electr\u00f3nico. <\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Una opini\u00f3n que mantuvieron hace seis meses, cuando se realiz\u00f3 el estudio anterior. Tan solo<strong> el 4% de los encuestados obtiene entre el 21% y el 40% de sus ingresos<\/strong> a trav\u00e9s del canal online. Tres puntos porcentuales menos que hace seis meses. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">En cuanto al <strong>mix de inversi\u00f3n publicitaria offline y online<\/strong>, se mantiene la cuant\u00eda estimada en el anterior semestre, cuando los responsables de marketing afirmaron haber destinado m\u00e1s de un 40% de ingresos a dicha partida. Le sigue, no obstante, aquellos que aportan un 9% o menos (27%). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">El panel, realizado por la asociaci\u00f3n en colaboraci\u00f3n con la empresa de investigaci\u00f3n de mercados GFK, tambi\u00e9n recoge la opini\u00f3n de los directores de marketing sobre los factores que pueden afectar a las actividades del departamento. As\u00ed, el <strong>69%<\/strong> se muestra inquieto por la<strong> previsi\u00f3n del crecimiento econ\u00f3mico<\/strong> en Espa\u00f1a. El <strong>59%<\/strong>, por una<strong> posible subida de tipos y est\u00edmulos de pol\u00edtica monetaria<\/strong>. Y un <strong>56%<\/strong>, por los <strong>resultados de las elecciones generales<\/strong>. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Preguntados acerca de los resultados conseguidos en el semestre, el 70% considera que \u00e9ste ha ido igual o mejor de lo que preve\u00edan. Aunque el porcentaje de empresas con resultados por debajo de su expectativa crece de un 22% a un 30%. En cuanto al escenario que se avecina en los pr\u00f3ximos seis meses, el 48% lo ve igual, el 30% peor y un 22% mejor. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los directores de marketing parecen estar poco conformes con los resultados que obtienen en el canal de venta online. Seg\u00fan<\/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":[5895],"tags":[2154,3788],"class_list":["post-82580","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-ecommerce","tag-mix-de-medios"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El ecommerce, poco satisfactorio para 7 de cada 10 responsables de marketing<\/title>\n<meta name=\"description\" content=\"Seg\u00fan datos del \u00faltimo \u00cdndice de Expectativas de los Directores de Marketing (IEDM) de la Asociaci\u00f3n de Marketing de Espa\u00f1a, el 76% de los directores de..\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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