{"id":1258,"date":"2022-07-09T13:19:32","date_gmt":"2022-07-09T13:19:32","guid":{"rendered":"https:\/\/oppizi.com\/post\/marketing-budget-split-2020-2022p-know-where-marketers-spend\/"},"modified":"2025-04-01T16:50:54","modified_gmt":"2025-04-01T16:50:54","slug":"marketing-budget-split-2020-2022p-know-where-marketers-spend","status":"publish","type":"post","link":"https:\/\/oppizi.com\/ar\/es\/blog\/marketing-trends\/marketing-budget-split-2020-2022p-know-where-marketers-spend\/","title":{"rendered":"Divisi\u00f3n del presupuesto de marketing 2020-2022P: sepa d\u00f3nde gastan los especialistas en marketing"},"content":{"rendered":"<h2 class=\"wp-block-heading\">C\u00f3mo se recuper\u00f3 el gasto en los d\u00edas posteriores a la pandemia<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El gasto anual en publicidad ha experimentado una gran volatilidad durante los \u00faltimos cuatro a\u00f1os; El a\u00f1o 2020 mostr\u00f3 una marcada disminuci\u00f3n en el gasto anual en publicidad y marketing de las empresas en los EE. UU.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ha habido una <strong id=\"\">4.8% ca\u00edda<\/strong> del gasto en 2020, esto se puede atribuir a la considerable reducci\u00f3n del gasto en publicidad tanto fuera de l\u00ednea como en l\u00ednea debido a las incertidumbres causadas por la pandemia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-1024x576.jpg\" alt=\"\" class=\"wp-image-1259 lazyload\"\/><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-1024x576.jpg\" alt=\"\" class=\"wp-image-1259 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1c624a46f5048095e90_image-1-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Gasto anual en publicidad y marketing en EE. UU. 2018-2021 ($BB)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Curiosamente, aunque hubo una disminuci\u00f3n general en el gasto en marketing, tanto <strong id=\"\">Los gastos en l\u00ednea y fuera de l\u00ednea fueron aproximadamente iguales en 2020.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-1024x576.jpg\" alt=\"\" class=\"wp-image-1261 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-1024x576.jpg\" alt=\"\" class=\"wp-image-1261 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1d899d41dc9f1e4014f_image-2-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Gasto en marketing de EE. UU. en canales en l\u00ednea y fuera de l\u00ednea 2020 \u2013 2022P ($BB)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con la flexibilizaci\u00f3n de las restricciones por el covid, el cambio hacia el gasto prepand\u00e9mico est\u00e1 en camino; y el marketing fuera de l\u00ednea tiene una mayor prioridad dentro del mix de marketing. Se prev\u00e9 que en 2022 las empresas gastar\u00e1n <strong id=\"\">45% de su asignaci\u00f3n de presupuesto de marketing a m\u00e9todos fuera de l\u00ednea<\/strong>, mientras que el resto de su presupuesto (55%) se contabilizar\u00e1 entre sus hom\u00f3logos en l\u00ednea.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-1024x576.jpg\" alt=\"\" class=\"wp-image-1262 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-1024x576.jpg\" alt=\"\" class=\"wp-image-1262 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1e41ff30478aaec34d9_image-3-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Relaci\u00f3n entre % de presupuesto gastado fuera de l\u00ednea<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los datos sugieren que las empresas obtienen el m\u00e1ximo retorno de la inversi\u00f3n en marketing cuando gastan al menos 50-551 TP3T en marketing fuera de l\u00ednea. Esto nos lleva a la conclusi\u00f3n de que es una combinaci\u00f3n de estrategias online y offline la que genera el m\u00e1ximo rendimiento para las empresas.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfD\u00f3nde planean gastar los especialistas en marketing fuera de l\u00ednea?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-1024x576.jpg\" alt=\"\" class=\"wp-image-1263 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-1024x576.jpg\" alt=\"\" class=\"wp-image-1263 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a1fbda6c94673ad613cf_image-4-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Gasto en marketing fuera de l\u00ednea en EE. UU., 2022P ($BB) Total: $207.6BB<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Desafortunadamente, las amenazas de Covid a\u00fan no han terminado. Sin embargo, existe una demanda creciente de marketing fuera de l\u00ednea a medida que la gente ha comenzado a aceptar la nueva normalidad.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se espera que el marketing fuera de l\u00ednea experimente un gran aumento en el gasto anual. <strong id=\"\">Se prev\u00e9 una inversi\u00f3n de $207.600 millones para 2022<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Curiosamente, 21% del gasto proceder\u00e1n de empresas estadounidenses, alrededor de<strong id=\"\"> 43.400 millones de inversi\u00f3n anual en marketing se centrar\u00e1n en el correo directo <\/strong>mientras que 10% adicionales en publicidad impresa y exterior tradicional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/oppizi.com\/ar\/es\/us\/en\/get-started\/\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png\" alt=\"haga clic para reservar una versi\u00f3n de demostraci\u00f3n\" class=\"wp-image-4634 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"262\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png\" alt=\"haga clic para reservar una versi\u00f3n de demostraci\u00f3n\" class=\"wp-image-4634 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-400x102.png 400w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-768x197.png 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1.png 1250w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/a><figcaption class=\"wp-element-caption\">Haga clic para reservar una versi\u00f3n demo<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 nos dice la historia?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong id=\"\">Importancia del correo directo<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-1024x576.jpg\" alt=\"\" class=\"wp-image-1264 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-1024x576.jpg\" alt=\"\" class=\"wp-image-1264 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a20ee29f072986b18031_image-5-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Gasto en servicios de marketing en Estados Unidos de 2017 a 2021, por categor\u00eda (en miles de millones de d\u00f3lares estadounidenses)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Las empresas estadounidenses han gastado sistem\u00e1ticamente una parte igual de su presupuesto de marketing en la distribuci\u00f3n de correo directo. Las cifras muestran que el gasto en marketing en correo directo no s\u00f3lo se ha mantenido constante sino que tambi\u00e9n ha aumentado interanualmente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-1024x576.jpg\" alt=\"\" class=\"wp-image-1265 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-1024x576.jpg\" alt=\"\" class=\"wp-image-1265 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a21cd1bc63d782a2a1b0_image-6-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Gasto en marketing fuera de l\u00ednea en EE. UU., 2021 ($BB) Total: $196.0BB<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En 2021, el gasto en marketing experiment\u00f3 un fuerte repunte, el correo directo y el gasto en publicidad exterior tradicional experimentaron un gran aumento: el primero registr\u00f3 un aumento de 10,41 TP3T y el segundo de 9%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Robusta expansi\u00f3n del gasto en identificaci\u00f3n de datos demogr\u00e1ficos de los clientes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El \u00e9xito de cualquier actividad de marketing, ya sea online u offline, depende de la precisi\u00f3n de los datos demogr\u00e1ficos de los clientes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despu\u00e9s de COVID, las empresas est\u00e1n mostrando un mayor inter\u00e9s en el gasto en datos, identidad, servicios y plataformas. Todo esto apunta a la importancia de <strong id=\"\">demograf\u00eda del cliente y personalizaci\u00f3n <\/strong>de los servicios para satisfacer las necesidades espec\u00edficas de los usuarios objetivo. Esto ha sido reflejado por un <strong id=\"\">Aumento de 4.7%<\/strong> en el uso del correo directo, que de hecho ha experimentado un repunte positivo a partir de 2020.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-1024x576.jpg\" alt=\"\" class=\"wp-image-1266 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-1024x576.jpg\" alt=\"\" class=\"wp-image-1266 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a228aa6e27505a6294ae_image-7-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Gasto estadounidense en datos, identidad, servicios y plataformas de datos, por canal, 2021 ($BB) Total: $29.3BB<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-1024x576.jpg\" alt=\"\" class=\"wp-image-1268 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-1024x576.jpg\" alt=\"\" class=\"wp-image-1268 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a234ed0f4f1ba5f737a4_image-8-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Vol\u00famenes de correo directo 2018-2021<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Desde 2018, ha habido una disminuci\u00f3n general en el volumen de correo directo; el renovado inter\u00e9s en los datos, la identidad y la expansi\u00f3n de la plataforma lo ha ayudado a recuperarse con un <strong id=\"\">Aumento de 4.7% <\/strong>en 2021 en comparaci\u00f3n con 2020.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Contribuci\u00f3n por correo directo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-1024x576.jpg\" alt=\"\" class=\"wp-image-1269 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-1024x576.jpg\" alt=\"\" class=\"wp-image-1269 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a245ee756a46213fc87d_image-9-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hubo una reducci\u00f3n significativa en el gasto en adquisici\u00f3n y retenci\u00f3n en marketing por correo directo durante 2020. Sin embargo, 2021 parece pr\u00f3spero a este respecto, ya que se recuper\u00f3 con un crecimiento de 14%. Se espera que alcance y supere las cifras prepand\u00e9micas en 2022.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El correo de seguimiento y renovaci\u00f3n est\u00e1 experimentando las ca\u00eddas m\u00e1s pronunciadas en todos los formatos de retenci\u00f3n: el primero sufre una ca\u00edda de -25,71 TP3T y el segundo de -23,41 TP3T.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lo que impuls\u00f3 el crecimiento en 2021 fue el aumento de 14,11 TP3T en la venta cruzada y de 10,11 TP3T en el correo de fidelizaci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/oppizi.com\/ar\/es\/us\/en\/get-started\/\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png\" alt=\"haga clic para reservar una versi\u00f3n de demostraci\u00f3n\" class=\"wp-image-4634 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"262\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png\" alt=\"haga clic para reservar una versi\u00f3n de demostraci\u00f3n\" class=\"wp-image-4634 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-400x102.png 400w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-768x197.png 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1.png 1250w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/a><figcaption class=\"wp-element-caption\">Haga clic para reservar una versi\u00f3n demo<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Prioridades de marketing de los CMO en 2021<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Un n\u00famero significativo de CMO cree que los datos y el an\u00e1lisis tienen un impacto profundo en sus estrategias de marketing, gastos y programas de adquisici\u00f3n de clientes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-1024x576.jpg\" alt=\"\" class=\"wp-image-1270 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-1024x576.jpg\" alt=\"\" class=\"wp-image-1270 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a2561c000027a6805094_image-10-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Principales prioridades de marketing seg\u00fan los CMO en los Estados Unidos a agosto de 2021<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong id=\"\">43% de CMO<\/strong> Quienes participaron en la encuesta desde Estados Unidos dijeron que priorizaron la tecnolog\u00eda, los datos y el an\u00e1lisis como parte de sus actividades de marketing para 2021.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-1024x576.jpg\" alt=\"\" class=\"wp-image-1271 lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-1024x576.jpg\" alt=\"\" class=\"wp-image-1271 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-1024x576.jpg 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-768x432.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-1536x864.jpg 1536w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-2048x1152.jpg 2048w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a26b6291b764a573672d_image-11-300x169.jpg 300w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Cambios planificados en el gasto en tecnolog\u00eda de marketing (MarTech) seg\u00fan los especialistas en marketing B2B en los Estados Unidos a mayo de 2021<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong id=\"\">67% de profesionales de marketing en los Estados Unidos que participaron en la encuesta dijeron que planeaban aumentar su gasto en tecnolog\u00eda de marketing en 2022 y m\u00e1s all\u00e1.&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>30% planeaba aumentarlo significativamente.&nbsp;<\/li>\n\n\n\n<li>37% planeaba aumentarlo moderadamente.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Solo 16% de profesionales de marketing dijeron que considerar\u00edan reducir el gasto en marketing, mientras que 17% dijeron que tienen la intenci\u00f3n de mantener el gasto en marketing igual que en 2021.<\/p>","protected":false},"excerpt":{"rendered":"<p>C\u00f3mo se recuper\u00f3 el gasto en la era pospand\u00e9mica El gasto publicitario anual ha experimentado una gran volatilidad durante los \u00faltimos cuatro a\u00f1os; en 2020 se registr\u00f3 un marcado descenso en el gasto anual en publicidad y marketing de las empresas de EE. UU.\u00a0 En 2020 se produjo una ca\u00edda del 4,81 TP3T en el gasto, lo que puede atribuirse a la considerable reducci\u00f3n de\u2026<\/p>","protected":false},"author":8,"featured_media":1273,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"meta_title":"Marketing Budget Split 2020-2022P: Know Where Marketers Spend","meta_description":"The key to successful marketing is getting the most for your budget. Find out how marketers in the US split their budget to get maximum returns","schema_type":"","footnotes":""},"categories":[5],"tags":[34],"channel":[],"class_list":["post-1258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-trends","tag-marketing-report"],"acf":[],"author_meta":{"display_name":"Shelly Parker","avatar":"https:\/\/secure.gravatar.com\/avatar\/5adbc252faae64d73388f384d4adb910be56305abe65462704f45f9d1d0e9ea1?s=96&d=mm&r=g"},"featured_image":"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6318a35c64b174b4ae64768c_Surfer-blogs.jpg","tags_meta":["Marketing Report"],"_links":{"self":[{"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/posts\/1258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/comments?post=1258"}],"version-history":[{"count":1,"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/posts\/1258\/revisions"}],"predecessor-version":[{"id":15212,"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/posts\/1258\/revisions\/15212"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/media\/1273"}],"wp:attachment":[{"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/media?parent=1258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/categories?post=1258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/tags?post=1258"},{"taxonomy":"channel","embeddable":true,"href":"https:\/\/oppizi.com\/ar\/es\/wp-json\/wp\/v2\/channel?post=1258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}