{"id":2642,"date":"2019-07-03T10:01:49","date_gmt":"2019-07-03T07:01:49","guid":{"rendered":"https:\/\/favorite-news.com\/es\/influencers-instagram-y-branded-content-claves-en-la-estrategia-digital-de-los-anunciantes-espanoles-investigacion\/"},"modified":"2019-07-03T10:01:50","modified_gmt":"2019-07-03T07:01:50","slug":"influencers-instagram-y-branded-content-claves-en-la-estrategia-digital-de-los-anunciantes-espanoles-investigacion","status":"publish","type":"post","link":"https:\/\/favorite-news.com\/es\/influencers-instagram-y-branded-content-claves-en-la-estrategia-digital-de-los-anunciantes-espanoles-investigacion\/","title":{"rendered":"&#8216;Influencers&#8217;, Instagram y &#8216;branded content&#8217;, claves en la estrategia digital de los anunciantes espa\u00f1oles | Investigaci\u00f3n"},"content":{"rendered":"<p> [ad_1]<br \/>\n<\/p>\n<div id=\"bodyDetail\">\n<figure class=\"center\">\n<div class=\"imagen\"><\/div><figcaption>Una acci\u00f3n de Burger King con el influencer TheGrefg<\/figcaption><\/figure>\n<p>Entre las conclusiones destaca que el 87% de las empresas aseguran estar inmersas en su transformaci\u00f3n digital, sin embargo,\u00a0 casi el 5% de las compa\u00f1\u00edas ni han iniciado ni tienen previsto ninguna clase de proceso y un 8% considera que ha concluido su transformaci\u00f3n, lo que implica que la interpretan como un proyecto finito en el tiempo en vez de un proceso de adaptaci\u00f3n continua. En cambio,\u00a0 un 61% de los casos se afirma que su puesta en marcha respondi\u00f3 a una necesidad real de mercado.\u00a0 <strong>Dentro de las organizaciones ya iniciadas, el mayor grupo, un 66% de ellas, llevan trabajando en la nueva cultura digital al menos tres a\u00f1os.<\/strong><\/p>\n<p>El informe destaca que por primera vez la contrataci\u00f3n de profesionales digitales se pone en cabeza como acci\u00f3n prioritaria dentro de la transformaci\u00f3n: es as\u00ed para el 63% de las compa\u00f1\u00edas; otras acciones de m\u00e1xima relevancia son tambi\u00e9n: ser m\u00e1s activas en redes sociales, formar al equipo \u2013de hecho, las disciplinas digitales suponen un 29% del esfuerzo de formaci\u00f3n global de las compa\u00f1\u00edas- e incorporar el Big Data a la operativa de empresa.<\/p>\n<p>Adem\u00e1s, la falta de talento y conocimiento digitales repiten como los principales frenos de la digitalizaci\u00f3n (30%), seguidas de las deficiencias tecnol\u00f3gicas.<\/p>\n<h4>Inversi\u00f3n<\/h4>\n<p>En cuanto a la inversi\u00f3n en medios, el reparto entre los distintos medios, con la televisi\u00f3n a la cabeza (48%), es similar al de a\u00f1os anteriores, con lo que el apartado digital consolida su segundo puesto con una cuota del 25%.<\/p>\n<p>Dentro de los medios puramente online destaca el incremento del v\u00eddeo, que se hizo con un 24% de la inversi\u00f3n del a\u00f1o pasado \u2013frente a un 18% de 2017- mientras que <em>display <\/em>baja al segundo puesto con una cuota del 19%. En los dem\u00e1s, SEO, SEM y <em>emailing <\/em>tambi\u00e9n decrecen en cuota.<br \/>La orientaci\u00f3n de la inversi\u00f3n en medios es muy clara: los offline se destinan a <em>branding <\/em>mientras que los digitales se utilizan para vender o atraer tr\u00e1fico.<\/p>\n<h4>Ventas online y redes sociales<\/h4>\n<p>Como media, las ventas online representan el 12,5% del total frente al 13,7 del a\u00f1o pasado, seg\u00fan este bar\u00f3metro.\u00a0 La presencia en redes sociales es masiva; a la supremac\u00eda de Facebook, Youtube y Twitter como canales mayoritarios se ha sumado este a\u00f1o Instagram.\u00a0<\/p>\n<p>Como novedades en esta \u00e1rea, el informe destaca que el 75% de las compa\u00f1\u00edas ha utilizado influencers en alg\u00fan momento, a los que dedica un 9% de su presupuesto digital con previsi\u00f3n de aumentarlo hasta el 10,5 en 2019; un 44% utiliza la estrategia de <em>real time marketing<\/em> de forma planificada y el 83%, <em>branded content.<\/em><\/p>\n<p>Sobre las herramientas relacionadas con la gesti\u00f3n de cliente y anal\u00edtica de datos, las plataformas de CRM (72%), Business Intelligente &amp; Analytics (49%) y de marketing (33%) son las m\u00e1s utilizadas.<\/p>\n<\/div>\n<p>[ad_2]<br \/>\n<br \/><a href=\"http:\/\/www.marketingnews.es\/investigacion\/noticia\/1133544031605\/influencers-instagram-y-branded-content-claves-estrategia-digital-de-anunciantes-espanoles.1.html\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>[ad_1] Una acci\u00f3n de Burger King con el influencer TheGrefg Entre las conclusiones destaca que el 87% de las empresas aseguran estar inmersas en su transformaci\u00f3n digital, sin embargo,\u00a0 casi el 5% de las compa\u00f1\u00edas ni han iniciado ni tienen previsto ninguna clase de proceso y un 8% considera que ha concluido su transformaci\u00f3n, lo [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2643,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-2642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-internet-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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