{"id":522757,"date":"2022-03-25T09:06:00","date_gmt":"2022-03-25T09:06:00","guid":{"rendered":"https:\/\/www.capgemini.com\/es-es\/?post_type=research-and-insight&#038;p=522757"},"modified":"2025-03-12T09:10:36","modified_gmt":"2025-03-12T08:10:36","slug":"conversaciones-para-el-futuro-4","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/conversaciones-para-el-futuro-4\/","title":{"rendered":"Conversaciones para el futuro #4"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/MicrosoftTeams-image-2.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/MicrosoftTeams-image-2.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/MicrosoftTeams-image-2.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/MicrosoftTeams-image-2.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/MicrosoftTeams-image-2.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/MicrosoftTeams-image-2.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/MicrosoftTeams-image-2.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/MicrosoftTeams-image-2.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/MicrosoftTeams-image-2.jpg\" class=\"header-img header-img-d\" alt=\"MicrosoftTeams-image-2\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Emerging technologies<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Conversaciones para el futuro #4<\/h1><\/div><h2 class=\"reasearchInsightTitle\">Nuestro mundo est\u00e1 plagado de desaf\u00edos sociales, econ\u00f3micos y ambientales sin precedentes.<\/h2><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/03\/Conversations-for-Tomorrow-4.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Descargar informe<\/span><span class=\"type\">12 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/03\/Final-Infographic-Conversations-Edition-4.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Descargar infograf\u00eda<\/span><span class=\"type\">1 MB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/es-es\/?post_type=research-and-insight&amp;p=522757\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/es-es\/?post_type=research-and-insight&amp;p=522757&amp;text=Conversaciones%20para%20el%20futuro%20%234\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/es-es\/?post_type=research-and-insight&amp;p=522757&amp;text=Conversaciones%20para%20el%20futuro%20%234\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Para encontrar soluciones definitivas, las voces l\u00edderes de los negocios, el mundo acad\u00e9mico y el gobierno deben unirse para discutir los principales imperativos estrat\u00e9gicos que est\u00e1n dando forma al futuro de las empresas y la sociedad. La revista trimestral del Instituto de Investigaci\u00f3n Capgemini, \u201cConversaciones para el futuro\u201d, es el fruto de nuestro esfuerzo por proporcionar un foro para dicho intercambio.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-el-marketing-del-futuro\">EL MARKETING DEL FUTURO<\/h2>\n\n\n\n<p id=\"ucj-3\">El marketing est\u00e1 cambiando, para bien. En este proceso, se han replanteado las expectativas de las partes interesadas y se espera que las marcas act\u00faen de manera responsable, sostenible y proporcionen un valor real tanto a las personas como a la sociedad.<\/p>\n\n\n\n<p>En la \u00faltima edici\u00f3n de la revista trimestral, <strong>Conversaciones para el ma\u00f1ana<\/strong>, entrevistamos a m\u00e1s de 20 l\u00edderes de opini\u00f3n, incluidos ejecutivos, empresarios, acad\u00e9micos y nuestros propios expertos, para reflexionar sobre la nueva cara del marketing y hablar de c\u00f3mo los CMO pueden comenzar a prepararse para enfrentar estos desaf\u00edos.<\/p>\n\n\n\n<p>Lo que descubrimos es que las empresas que ponen en el centro de su estrategia un prop\u00f3sito social est\u00e1n ganando: los consumidores sienten gratitud hacia las empresas que se han comprometido durante la crisis sanitaria y priorizan a dichas organizaciones al considerar las compras. En t\u00e9rminos m\u00e1s generales, los \u00faltimos dos a\u00f1os han demostrado que cultivar lazos emocionales y la confianza con los clientes es fundamental.<\/p>\n\n\n\n<p>Los nuevos modos de interacci\u00f3n con los clientes tambi\u00e9n han puesto de manifiesto que los datos en tiempo real son el mayor activo del vendedor. Pero a pesar de su clara utilidad, sigue siendo infrautilizado por los departamentos de marketing, por lo que la mejora de las habilidades y la planificaci\u00f3n de acciones en torno a los datos se ha convertido en una prioridad urgente. Finalmente, la colaboraci\u00f3n se ha vuelto indispensable y se extiende a los clientes y nuevos partners a medida que los CMO buscan navegar por la nueva cara del marketing.<\/p>\n\n\n\n<p>Para obtener m\u00e1s informaci\u00f3n sobre el panorama de marketing en transformaci\u00f3n y el papel del CMO, <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Conversations-for-Tomorrow-4.pdf\">descarga el informe<\/a>.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<div class=\"wp-block-cg-blocks-cg-block-related-content\"><section class=\"relatedContentBlock\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 class=\"related-content-heading\">Contenido relacionado<\/h2><\/div><\/div><div class=\"row relatedContent\"><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Saber m\u00e1s sobre Conversaciones para el futuro #10: tecnolog\u00eda artesanal\" href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/conversaciones-para-el-futuro-10-tendencias-tecnologicas\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"box-tag\"><span>Capgemini Research Institute<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<div class=\"box-title\"><h3 class=\"box-subtitle\">Conversaciones para el futuro #10: tecnolog\u00eda artesanal<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Apr 8, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Saber m\u00e1s sobre Conversaciones para el futuro #10: tecnolog\u00eda artesanal\" href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/conversaciones-para-el-futuro-10-tendencias-tecnologicas\/\">Saber m\u00e1s sobre<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Saber m\u00e1s sobre Conversaciones para el futuro #9: IA Generativa\" href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/conversaciones-para-el-futuro-9\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"box-tag\"><span>Capgemini Research Institute<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<div class=\"box-title\"><h3 class=\"box-subtitle\">Conversaciones para el futuro #9: IA Generativa<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Oct 24, 2024<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Saber m\u00e1s sobre Conversaciones para el futuro #9: IA Generativa\" href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/conversaciones-para-el-futuro-9\/\">Saber m\u00e1s sobre<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Saber m\u00e1s sobre Conversaciones para el futuro #8\" href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/conversaciones-futuro-8\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"box-tag\"><span>Conversations for tomorrow<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<div class=\"box-title\"><h3 class=\"box-subtitle\">Conversaciones para el futuro #8<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Mar 25, 2024<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Saber m\u00e1s sobre Conversaciones para el futuro #8\" href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/conversaciones-futuro-8\/\">Saber m\u00e1s sobre<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><\/div><\/div><\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":522759,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":55,"primary_term":"Emerging technologies","featured_focal_points":""},"tags":[147],"research-and-insight-type":[349],"theme":[55],"brand":[336],"service":[29,45],"industry":[],"partners":[],"content-group":[],"class_list":["post-522757","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-emerging-technologies","research-and-insight-type-conversations-for-tomorrow","theme-emerging-technologies","brand-capgemini-research-institute","service-business-innovation-transformation","service-customer-experience-customer-first"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Conversaciones para el futuro #4 - Capgemini Spain<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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