{"id":17631,"date":"2014-04-23T16:00:18","date_gmt":"2014-04-23T16:00:18","guid":{"rendered":"https:\/\/blog.prodwaregroup.com\/es\/?p=17631"},"modified":"2023-06-20T06:01:13","modified_gmt":"2023-06-20T06:01:13","slug":"el-reto-de-implementar-sistemas-integrados-de-gestion-en-marketing","status":"publish","type":"post","link":"https:\/\/blog.prodwaregroup.com\/es\/perfiles\/el-reto-de-implementar-sistemas-integrados-de-gestion-en-marketing\/","title":{"rendered":"El reto de implementar sistemas integrados de gesti\u00f3n en Marketing"},"content":{"rendered":"<p style=\"text-align: justify\">Toda estrategia de marketing ha de ser coherente con lo que una marca representa (misi\u00f3n, visi\u00f3n, valores..) Por tanto, las acciones de marketing que la marca realiza deben ser coherentes e integradas entre todos los canales de interacci\u00f3n con los consumidores. A pesar de ello, esta no es una pr\u00e1ctica muy habitual en los departamentos de marketing, seg\u00fan los datos del estudio realizado por Adobe y <a title=\"Econsultancy\" href=\"https:\/\/econsultancy.com\/\">Econsultancy<\/a>, que indican que solamente <b>el 12% integran sus acciones de marketing en todos los canales<\/b>. Adem\u00e1s, solo <b>1 de cada 5 empresas cuenta con un sistema de gesti\u00f3n de datos integrado<\/b>. M\u00e1s de la mitad de estas admite que utilizan sistemas de gesti\u00f3n y obtenci\u00f3n de datos diferentes para cada uno de los canales.<\/p>\n<p style=\"text-align: justify\"><b>\u00bfEn qu\u00e9 se traduce esta situaci\u00f3n?<\/b><\/p>\n<p style=\"text-align: justify\">Por un lado, la falta de sistemas de gesti\u00f3n de datos unificados y conectados entre s\u00ed imposibilita el hecho de poner en com\u00fan los datos resultantes de los distintos canales, y dificulta enormemente\u00a0un marketing integrado. En cuanto al resultado de las\u00a0 acciones, se minimiza tanto el impacto en la audiencia como\u00a0su coherencia. Por ende, tampoco se puede conocer el resultado de esas acciones para ver qu\u00e9 elementos o elementos \u00a0(acciones y estrategias) son necesarios reforzar o cambiar.\u00a0El principal obst\u00e1culo al que se enfrentan la mayor\u00eda de los marketers es la tecnolog\u00eda;\u00a0\u00a0<strong>s\u00f3lo\u00a0un 61% utiliza un sistema integrado<\/strong> para poder comprobar <em>in situ<\/em> el rendimiento de cada canal y la evoluci\u00f3n de la estrategia de marketing. Y apenas <strong>un 19% lleva a cabo una gesti\u00f3n multicanal de sus acciones.<\/strong><\/p>\n<p style=\"text-align: justify\"><b>\u00bfC\u00f3mo desarrollar una estrategia de marketing integrado?<\/b><\/p>\n<p style=\"text-align: justify\"><b><\/b>Realizando una comunicaci\u00f3n coherente, mediante la <strong>transmisi\u00f3n de un mismo concepto, con independencia del canal que se utilice<\/strong>. Es una forma de realizar branding pues se refuerza ese mensaje que la empresa quiera transmitir a trav\u00e9s de los distintos canales. As\u00ed se desprende la necesidad por parte de los equipos de marketing de disponer de tecnolog\u00edas adecuadas para llevar a cabo tanto la integraci\u00f3n de acciones a trav\u00e9s de distintos canales como la gesti\u00f3n de datos multicanal integrada. <strong>Con ello, optimizar\u00e1n los resultados y aumentar\u00e1n el nivel de impacto entre el p\u00fablico.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toda estrategia de marketing ha de ser coherente con lo que una marca representa (misi\u00f3n, visi\u00f3n, valores..) Por tanto, las acciones de marketing que la marca realiza deben ser coherentes e integradas entre todos los canales de interacci\u00f3n con los consumidores. A pesar de ello, esta no es una pr\u00e1ctica muy habitual en los departamentos [&hellip;]<\/p>\n","protected":false},"author":320,"featured_media":17651,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,16],"tags":[77],"class_list":{"0":"post-17631","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"category-perfiles","9":"tag-crm"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El reto de implementar sistemas integrados de gesti\u00f3n en Marketing - Prodware Blog ES<\/title>\n<meta name=\"description\" content=\"Toda estrategia de marketing ha de ser coherente con lo que una marca representa (misi\u00f3n, visi\u00f3n, valores..) Por tanto, las acciones de marketing que la\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.prodwaregroup.com\/es\/perfiles\/el-reto-de-implementar-sistemas-integrados-de-gestion-en-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El reto de implementar sistemas integrados de gesti\u00f3n en Marketing - Prodware Blog ES\" \/>\n<meta property=\"og:description\" content=\"Toda estrategia de marketing ha de ser coherente con lo que una marca representa (misi\u00f3n, visi\u00f3n, valores..) 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