{"id":84498,"date":"2019-08-30T11:19:19","date_gmt":"2019-08-30T09:19:19","guid":{"rendered":"https:\/\/ipmark.com\/?p=84498"},"modified":"2019-08-30T11:19:19","modified_gmt":"2019-08-30T09:19:19","slug":"crear-lograr-resultados-negocio","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=84498","title":{"rendered":"\u00bfC\u00f3mo lograr mejores resultados de negocio?"},"content":{"rendered":"<figure id=\"attachment_84499\" aria-describedby=\"caption-attachment-84499\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-84499\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/08\/humanoutcomes.jpg\" alt=\"El valor que se presente al consumidor repercute en los beneficios de la empresa, tanto a corto como a largo plazo.\" width=\"690\" height=\"356\" \/><figcaption id=\"caption-attachment-84499\" class=\"wp-caption-text\">El valor que se presente al consumidor repercute en los beneficios de la empresa, tanto a corto como a largo plazo.<\/figcaption><\/figure>\n<p><strong>No todo es data. El aumento progresivo de informaci\u00f3n relacionada con los usuarios crea nuevas posibilidades\u00a0en las marcas. Una evoluci\u00f3n positiva destinada a generar experiencias y emociones en los consumidores a partir de esos datos. De hecho, una c<a href=\"https:\/\/ipmark.com\/experiencias-digitales-cliente-imperativo-las-marcas-hoy\/\">omunicaci\u00f3n experiencial<\/a> ayuda a obtener mejores resultados de negocio. <\/strong><\/p>\n<p>Estas conclusiones se obtienen del \u00faltimo <strong>estudio global de Starcom, en colaboraci\u00f3n con Forrester, \u2018Construir mejores resultados para marcas y empresas\u2019,<\/strong> realizado en 21 mercados, en el que se demuestra que <strong>orientar la comunicaci\u00f3n hacia las <a href=\"https:\/\/ipmark.com\/comunicacion-emocional-eduardo-lazcano\/\">emociones humanas <\/a>y la generaci\u00f3n de experiencias permite alcanzar los objetivos de ventas.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-84501\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/08\/human-outcomes-business-outcomes-starcom-forrester.jpg\" alt=\"human-outcomes-business-outcomes-starcom-forrester\" width=\"690\" height=\"456\" \/><\/p>\n<p>Las tres <strong>principales conclusiones<\/strong> del estudio son:<\/p>\n<h2><strong>-Repercutir en las emociones de los clientes<\/strong><\/h2>\n<p>Los <strong>consumidores interact\u00faan continuamente con las marcas a trav\u00e9s de los diferentes canales<\/strong>. Para crear impacto sobre ellos, el mensaje debe incluir tanto <strong>la propuesta de valor de la marca como la caracter\u00edstica emocional<\/strong>, como, por ejemplo, que sea \u00e9ste innovador. <strong>Si el impacto es positivo, se crea el denominado Human Outcomes<\/strong> (resultados relacionados con las actitudes de las personas y su percepci\u00f3n de una marca), que est\u00e1 vinculado con los <strong>Business Outcomes <\/strong>(resultados puramente de negocio).<\/p>\n<h2>&#8211;<strong>Human Outcome genera resultados de negocio positivos<\/strong><\/h2>\n<p>Como hemos adelantado, la combinaci\u00f3n de emociones y experiencias junto a\u00a0 la propuesta de valor ayuda a generar ventas. En concreto, los dos predictores m\u00e1s fuertes de beneficios comerciales se crean cuando los clientes piensan que <strong>una marca les ha ahorrado dinero y les ha ayudado a sentirse m\u00e1s confiado en su compra.<\/strong><\/p>\n<h2><strong>-Crear valor para diferenciarse<\/strong><\/h2>\n<p>La marca es parte de la identidad personal del cliente. El valor que se presente al consumidor <strong>repercute en los beneficios de la empresa, tanto a corto como a largo plazo.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>No todo es data. El aumento progresivo de informaci\u00f3n relacionada con los usuarios crea nuevas posibilidades\u00a0en las marcas. Una evoluci\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":[44],"tags":[2226],"class_list":["post-84498","post","type-post","status-publish","format-standard","hentry","category-marketing","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>\u00bfC\u00f3mo lograr mejores resultados de negocio? - PMARK<\/title>\n<meta name=\"description\" content=\"Starcom, en colaboraci\u00f3n con Forrester, demuestran que orientar la comunicaci\u00f3n hacia las emociones humanas permite alcanzar los objetivos de ventas.\" \/>\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=84498\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfC\u00f3mo lograr mejores resultados de negocio? 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