{"id":13428,"date":"2022-01-06T10:00:48","date_gmt":"2022-01-06T16:00:48","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=13428"},"modified":"2022-01-03T17:13:07","modified_gmt":"2022-01-03T23:13:07","slug":"cmo-network-covid-19-revoluciona-las-estrategias-de-marketing-digital","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/cmo-network-covid-19-revoluciona-las-estrategias-de-marketing-digital\/","title":{"rendered":"CMO Network: Covid-19 revoluciona las estrategias de marketing digital"},"content":{"rendered":"

Con la pandemia de covid-19 las estrategias de mercadotecnia para atraer y contactar a los clientes en la mayor parte de las empresas cambiaron, el mundo se volc\u00f3 al plano digital, fue un proceso de constante aprendizaje, de entender mejor a los clientes pero tambi\u00e9n de no perder el foco y dar mensajes cada vez m\u00e1s personalizados, as\u00ed lo se\u00f1alan directores y encargados de marketing de Jaguar y Land Rover, Mercado Libre, Timberland, Ford, Motorola<\/p>\n

Rodnei Silva, director de Marca y Producto para las operaciones de M\u00e9xico, Am\u00e9rica Latina y el Caribe de las marcas de lujo, Jaguar Land Rover expuso: \u201cnos dimos cuenta que datos no es informaci\u00f3n. Nos dimos cuenta que ten\u00edamos demasiados datos pre pandemia y que nos cost\u00f3 un par de meses en ajustes de c\u00f3mo evaluar estos datos para que se transformen en informaci\u00f3n y que esa informaci\u00f3n a su vez se transforme en estrategia\u201d.<\/p>\n

Para el directivo de la marca de autos de lujo, con la pandemia fue importante darse cuenta de que ten\u00edan demasiados puntos de contacto con los clientes pero no de la forma correcta, ni en el tono correcto. \u201cLa pandemia nos trajo un poco de humildad porque la industria automotriz estaba acostumbrada a decir su comunicaci\u00f3n y a decir lo que quer\u00eda como marca, aqu\u00ed est\u00e1n las tiendas y los productos, que venga la gente. La pandemia nos ense\u00f1\u00f3 a invertir los papeles, en que nos adaptemos d\u00eda a d\u00eda al cliente y a la digitalizaci\u00f3n\u201d.<\/p>\n

Jos\u00e9 Manuel Maceda Vieira, Country Head de Mercado Ads, responsable de dise\u00f1ar las estrategias de marketing digital de las marcas que viven en Mercado Libre, desde que empez\u00f3 la pandemia casi todas las categor\u00edas de Mercado Libre crecieron a triple d\u00edgito, lo que elev\u00f3 el nivel de complejidad en la forma de coordinarse con las marcas y con los diferentes equipos funcionales de los partnerships.<\/p>\n

\u201cEl gran diferencial fue ponernos objetivos en com\u00fan no solo con nuestros partners sino tambi\u00e9n con las \u00e1reas de marketing y de eCommerce de ambas compa\u00f1\u00edas\u201d, explic\u00f3 Maceda, quien adem\u00e1s destac\u00f3 la relevancia de realizar estrategias integrales desde branding, hasta performance.<\/p>\n

De igual forma Maceda agreg\u00f3 que es vital la comprensi\u00f3n de la informaci\u00f3n real de venta de la que dispone un marketplace, a fin de aprovecharla para traducir los datos en insights de negocio que generen decisiones correctas para el mismo.<\/p>\n

Para Rodrigo D\u00edaz, director de Marketing de Motorola, expuso que se busca que los \u201cMarketplace\u201d como Mercado Libre sean lo m\u00e1s parecido a lo que las marcan necesitan para tener el portafolio indicado y el precio correcto, en lugar de verlo como un competidor, es necesario verlo como un complemento.<\/p>\n

Lucien Pinto, director de Mercadotecnia y Ventas de Ford de M\u00e9xico expres\u00f3 que con la pandemia de covid-19 cambiaron las tendencias de consumo y que es necesario entender que hay elementos externos no controlables que impacta en el negocio, c\u00f3mo pas\u00f3 con la pandemia y ahora con la escasez de semiconductores. \u201cSi no tenemos la capacidad de entender lo que pasa, nos va a arrollar cualquier otra marca, es necesaria la inteligencia social.<\/p>\n

En el caso de Ford expres\u00f3 que ya no busca posicionarse como una empresa que fabrica y vende veh\u00edculos sino como una firma que entrega alternativas de movilidad, raz\u00f3n por la cual Ford ha cerrado alianzas a nivel mundial con empresas de tecnolog\u00eda.<\/p>\n

Mientras que Arturo Carre\u00f3n, Senior Marketing de Timberland, se\u00f1al\u00f3 que con la pandemia est\u00e1n menos preocupados por vender \u201cbanners\u201d y m\u00e1s ocupados en suministrar datos, en cambiar la experiencia de los usuarios en los marketplaces y con ello mejorar la estrategia digital.<\/p>\n

\u201cComo encargado de marketing nuestro trabajo va m\u00e1s all\u00e1 de ser una \u00e1rea de operaci\u00f3n, debemos entender todo el proceso de experiencia del consumidor, no s\u00f3lo en generar tr\u00e1fico con los medios digitales\u201d, refiri\u00f3 Carre\u00f3n.<\/p>\n

Algo que sorprendi\u00f3 en Timberland fue que el consumidor estaba \u00e1vido de volver a las tiendas, de hecho crecieron con la apertura de 10 tiendas para alcanzar 30 en los \u00faltimos dos a\u00f1os.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tras la contingencia el nombre del juego del marketing cambi\u00f3 para siempre. Hoy los consumidores son otros y la tecnolog\u00eda demanda nuestras estrategias para llegar a ellos.<\/p>\n","protected":false},"author":10,"featured_media":13430,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post.php","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_mbp_gutenberg_autopost":false,"fifu_image_url":"https:\/\/cdn.forbes.com.mx\/2019\/12\/Monex-derivados-640x360.jpg","fifu_image_alt":"CMO Network: Covid-19 revoluciona las estrategias de marketing digital","footnotes":""},"categories":[9],"tags":[],"class_list":["post-13428","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-post-servicios"],"yoast_head":"\nCMO Network: Covid-19 revoluciona las estrategias de marketing digital · Prime Action Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/backup.primeaction.com\/sp\/cmo-network-covid-19-revoluciona-las-estrategias-de-marketing-digital\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CMO Network: Covid-19 revoluciona las estrategias de marketing digital · Prime Action Consulting\" \/>\n<meta property=\"og:description\" content=\"Tras la contingencia el nombre del juego del marketing cambi\u00f3 para siempre. 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