{"id":42249,"date":"2021-07-05T16:46:59","date_gmt":"2021-07-05T21:46:59","guid":{"rendered":"https:\/\/boletin.com.mx\/?p=42249"},"modified":"2021-07-05T16:46:59","modified_gmt":"2021-07-05T21:46:59","slug":"cmos-de-ti-priorizan-cantidad-y-calidad-de-leads-en-2021-idc","status":"publish","type":"post","link":"https:\/\/imprentaedicom.mx\/boletin2023\/2021\/07\/05\/cmos-de-ti-priorizan-cantidad-y-calidad-de-leads-en-2021-idc\/","title":{"rendered":"CMOs de TI priorizan cantidad y calidad de leads en 2021: IDC"},"content":{"rendered":"<h5 style=\"text-align: center;\"><em>La consultora IDC se\u00f1ala que 53% del presupuesto de tech marketing de los CMOs de TI est\u00e1 orientado a programas de marketing digital.<\/em><\/h5>\n<hr \/>\n<p>La consultora <a href=\"https:\/\/boletin.com.mx\/industria-tic\/icd-revela-panorama-de-inversiones-en-ti-luego-del-covid-19\/\">IDC Latinoam\u00e9rica<\/a> realiz\u00f3 el foro\u201dIDC Latin America Tech CMO Forum: Riding the Digital Acceleration Wave\u201d, un espacio en el que se revel\u00f3 que la aceleraci\u00f3n digital ha cambiado la forma como se distribuye el presupuesto de las acciones de marketing, y ha influido en la definici\u00f3n de prioridades de los CMOs de tecnolog\u00eda latinoamericanos.<\/p>\n<p>De acuerdo con el estudio IDC Latin America Marketing Investment Planner realizado en 2019 y 2021, <strong>Ricardo Villate, Vicepresidente de <a href=\"https:\/\/www.idc.com\/latam_es\">IDC Latinoam\u00e9rica<\/a>,<\/strong> asegur\u00f3 que el marketing en tecnolog\u00eda se ha tenido que adaptar a la idea de que la mayor\u00eda de las interacciones en persona est\u00e1n limitadas.<\/p>\n<p style=\"padding-left: 40px;\"><em>\u201cLas organizaciones han visto que el retorno de inversi\u00f3n por campa\u00f1as digitales es alto y que los costos suelen ser bajos, a la vez que los resultados son comparables a los que producen las actividades f\u00edsicas\u201d, subray\u00f3.<\/em><\/p>\n<p>El documento de la firma indica que el 83% del presupuesto de eventos de marketing se destina hoy a eventos digitales, cinco veces m\u00e1s que en 2019, cuando el 90% de ese gasto se dedicaba a eventos presenciales.<\/p>\n<p><strong>Ricardo Villate<\/strong> agreg\u00f3 que la nueva normalidad provoc\u00f3 una desaceleraci\u00f3n en la contribuci\u00f3n del marketing al negocio: en 2020, el 58% de todos los leads fueron generados por marketing y el 42% por los equipos de ventas; mientras en 2019, el 63% de los leads fueron generados por marketing y el 37% por el departamento de ventas.<\/p>\n<p>Villate puntualiz\u00f3 que el futuro del <a href=\"https:\/\/boletin.com.mx\/tecnologias\/tendencias-clave-de-marketing-digital-para-2020\/\"><strong>marketing<\/strong> <\/a>y la estrategia estar\u00e1n centrados en la generaci\u00f3n de demanda y en la marca, as\u00ed como en la necesidad de encontrar un balance entre los objetivos de largo y corto plazo.<\/p>\n<p>El marketing impulsado por la tecnolog\u00eda sigue evolucionando, y con ello se impone la necesidad de que los equipos de marketing cuenten con habilidades t\u00e9cnicas que est\u00e1n cambiando el perfil de los profesionales, tales como manejo de CRM, administraci\u00f3n de contenido, uso de herramientas de gesti\u00f3n de proyectos, redes sociales y plataformas de cobro para comercio electr\u00f3nico o la gesti\u00f3n <a href=\"https:\/\/boletin.com.mx\/tecnologias\/3-claves-del-marketing-omnicanal\/\"><strong>omnicanal<\/strong> <\/a>de la orquestaci\u00f3n de negocios<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La consultora IDC se\u00f1ala que 53% del presupuesto de tech marketing de los CMOs de TI est\u00e1 orientado a programas de marketing digital.<\/p>\n","protected":false},"author":4,"featured_media":42250,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,16,72,30],"tags":[345,308,899],"class_list":["post-42249","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-empresas","category-home-2","category-industria-tic","category-tendencias","tag-idc","tag-tendencias-tecnologicas","tag-transformacion-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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