{"id":83114,"date":"2019-07-05T14:04:23","date_gmt":"2019-07-05T12:04:23","guid":{"rendered":"https:\/\/ipmark.com\/?p=83114"},"modified":"2019-07-05T14:04:23","modified_gmt":"2019-07-05T12:04:23","slug":"menos-del-1-marcas-aprovechan-potencial-crecimiento","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=83114","title":{"rendered":"Menos del 1% de marcas aprovecha su potencial de crecimiento"},"content":{"rendered":"<figure id=\"attachment_83116\" aria-describedby=\"caption-attachment-83116\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-83116\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/07\/potencial-de-crecimiento.jpg\" alt=\"Seg\u00fan el \u00faltimo informe de Kantar, menos del 1% sabe aprovechar su potencial de marca para crecer a largo plazo\" width=\"690\" height=\"460\" \/><figcaption id=\"caption-attachment-83116\" class=\"wp-caption-text\">Seg\u00fan el \u00faltimo informe de Kantar, menos del 1% sabe aprovechar su potencial de marca para crecer a largo plazo<\/figcaption><\/figure>\n<p><strong>El crecimiento a largo plazo se ha convertido en un reto para las empresas, que desconocen el potencial de crecimiento que posee su marca. Para muestra, un dato. Solo dos de cada cinco de las <a href=\"https:\/\/ipmark.com\/marketing\/marcas\/\" target=\"_blank\" rel=\"noopener noreferrer\">marcas<\/a> m\u00e1s grandes consiguieron mantenerse o crecer entre 2015 y 2018.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed lo indica el \u00faltimo informe de Kantar, \u2018Mastering Momentum\u2019, elaborado por la consultora tras haber analizado durante tres a\u00f1os a las 3.900 marcas que componen la base de datos de <a href=\"https:\/\/ipmark.com\/ranking-marcas-mas-valiosas-brandz-2017\/\" target=\"_blank\" rel=\"noopener noreferrer\">BrandZ<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre sus conclusiones destaca el hecho de que <strong>menos del 6% de las marcas lograran aumentar su cuota de mercado en un a\u00f1o<\/strong>, y de ese porcentaje,<strong> menos del 1% han sabido incrementar su participaci\u00f3n<\/strong> por encima de lo experimentado en 2015. Asimismo, seis de cada 10 ense\u00f1as mantuvieron ese crecimiento durante los tres a\u00f1os.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Desde la consultora recuerdan que para aprovechar el potencial de crecimiento de una marca es importante pasar por tres etapas o \u2018momentum\u2019 en la estrategia de marketing. Estos son, la <strong>experiencia<\/strong> &#8211; satisfacer a los usuarios existentes para que repitan sus compras-, la <strong>exposici\u00f3n<\/strong> &#8211; establecer una diferencia significativa con la competencia a trav\u00e9s de publicidades atractivas y una inversi\u00f3n en medios segmentada- y la <strong>activaci\u00f3n<\/strong> &#8211; asegurar que la marca y su diferencia significativa acudan a la mente del consumidor en el punto de venta-.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan explica <strong>Gloria Malgosa<\/strong>, client insights director, \u201clas marcas que centran sus inversiones de marketing en los momentos que importan ser\u00e1n las que prosperen y crezcan, independientemente de las fluctuaciones en la econom\u00eda global\u201d. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">El informe se\u00f1ala que las marcas que se han movido por esta tres etapas han logrado <strong>65 veces m\u00e1s de crecimiento<\/strong> que la media. Y recomienda adaptar la estrategia de crecimiento al tama\u00f1o de la empresa &#8211; adquirir usuarios las marcas peque\u00f1as y conducir a compras adicionales, las grandes-, ya que aquellas que lo hacen crecen un 45% m\u00e1s r\u00e1pido.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El crecimiento a largo plazo se ha convertido en un reto para las empresas, que desconocen el potencial de crecimiento<\/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],"tags":[2226],"class_list":["post-83114","post","type-post","status-publish","format-standard","hentry","category-marcas","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Menos del 1% de marcas aprovecha su potencial de 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