{"id":90022,"date":"2019-12-23T12:34:54","date_gmt":"2019-12-23T10:34:54","guid":{"rendered":"https:\/\/ipmark.com\/?p=90022"},"modified":"2019-12-23T12:34:54","modified_gmt":"2019-12-23T10:34:54","slug":"directores-marketing-expectativa-2020","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=90022","title":{"rendered":"Los directores de marketing tienen una expectativa pesimista para 2020"},"content":{"rendered":"<figure id=\"attachment_90023\" aria-describedby=\"caption-attachment-90023\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-90023\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/12\/directores-de-marketing.gif\" alt=\"Los directores de marketing tienen una expectativa pesimista para 2020\" width=\"690\" height=\"386\"><figcaption id=\"caption-attachment-90023\" class=\"wp-caption-text\">Los directores de marketing tienen una expectativa pesimista para 2020<\/figcaption><\/figure>\n<p><strong>Los directores de marketing&nbsp; no ven con bueno ojos el futuro del sector. Y es que&nbsp; 6 de cada 10 muestran una posici\u00f3n mayoritariamente pesimista de cara a 2020, con un incremento superior a los 20 puntos b\u00e1sicos si lo comparamos con el a\u00f1o anterior. Alcanzado el nivel de pesimismo m\u00e1s elevado de los \u00faltimos 3 a\u00f1os.<\/strong><\/p>\n<p>As\u00ed lo refleja el&nbsp;<strong>\u00cdndice de Expectativas de los Directores de Marketing (IEDM<\/strong>), un indicador que muestra las tendencias que los profesionales del marketing detectan para el primer semestre de 2020, en distintos sectores de actividad, en comparaci\u00f3n con los resultados obtenidos en el segundo semestre de 2019. Este informe ha sido<strong> presentado por la Asociaci\u00f3n de Marketing de Espa\u00f1a y la empresa de investigaci\u00f3n de mercados GfK.<\/strong><\/p>\n<p>Pese a la malas expectativas de futuro, los directores de marketing consideran que <strong>la actividad ha tenido un comportamiento \u201cmuy normal\u201d<\/strong>. Un 42% de las empresas afirma que el semestre ha sido igual de lo que preve\u00edan,y un 36% mejor, y el porcentaje de empresas con resultados por debajo de su expectativa decrece de un 30% a un 22%, similares a los niveles de hace 12 meses.<\/p>\n<p>Otras de las conclusiones que podemos extraer del estudio es en relaci\u00f3n al reparto de la <strong>inversi\u00f3n publicitaria entre offline y online. <\/strong>Si atendemos a sus datos podemos afirmar que <strong>el mix de inversi\u00f3n publicitaria se mantiene estable respecto a hace 6 meses<\/strong>. El \u00e1rea de e-commerce muestra una evoluci\u00f3n muy lenta, tan solo un 24% de las empresas venden m\u00e1s del 5% a trav\u00e9s de e-commerce.<\/p>\n<p>Y es que<strong>&nbsp;directores de&nbsp;marketing&nbsp;parecen estar poco conformes con los resultados que obtienen en el canal de venta online, <\/strong>seg\u00fan los datos del \u00faltimo informe&nbsp;un 67% de los panelistas, ven poco o nada satisfactorio su volumen de ventas a trav\u00e9s de este canal.<\/p>\n<p><strong>El crecimiento econ\u00f3mico y los resultados de las elecciones generales son dos de los factores que m\u00e1s pueden afectar a las actividades de marketing<\/strong>. Por encima del 60% se muestra la previsi\u00f3n de crecimiento econ\u00f3mico en Espa\u00f1a, seguido por el resultado de las elecciones generales y por la evoluci\u00f3n econ\u00f3mica de la Uni\u00f3n Europea. La situaci\u00f3n en Catalu\u00f1a, que en el anterior IEDM ocupaba la primera posici\u00f3n, ahora queda relegada a un cuarto puesto.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los directores de marketing&nbsp; no ven con bueno ojos el futuro del sector. Y es que&nbsp; 6 de cada 10<\/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":[],"class_list":["post-90022","post","type-post","status-publish","format-standard","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los directores de marketing tienen una expectativa pesimista para 2020<\/title>\n<meta name=\"description\" content=\"Para 2020 la expectativa de crecimiento de ventas propias y del mercado se moderan. 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