{"id":535112,"date":"2023-01-31T11:17:01","date_gmt":"2023-01-31T11:17:01","guid":{"rendered":"https:\/\/www.capgemini.com\/es-es\/?post_type=research-and-insight&#038;p=535112"},"modified":"2025-03-12T08:45:08","modified_gmt":"2025-03-12T07:45:08","slug":"el-cliente-en-el-centro-gracias-al-marketing-conectado","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/el-cliente-en-el-centro-gracias-al-marketing-conectado\/","title":{"rendered":"El cliente en el centro gracias al marketing conectado"},"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\/CM_DotCom_Banner_1200x350-1.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/CM_DotCom_Banner_1200x350-1.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\/CM_DotCom_Banner_1200x350-1.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/CM_DotCom_Banner_1200x350-1.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\/CM_DotCom_Banner_1200x350-1.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/CM_DotCom_Banner_1200x350-1.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\/CM_DotCom_Banner_1200x350-1.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/12\/CM_DotCom_Banner_1200x350-1.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\/CM_DotCom_Banner_1200x350-1.jpg\" class=\"header-img header-img-d\" alt=\"\" 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><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">El cliente en el centro gracias al marketing conectado<\/h1><\/div><h2 class=\"reasearchInsightTitle\">Ecosistema de marketing: abordar su complejidad y mejorar su eficiencia<\/h2><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/01\/Capgemini_Point-of-view-paper_CX_Connected-marketing-2021.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Capgemini_&#8230;<\/span><span class=\"type\">2 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=resource&amp;p=524853\" 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=resource&amp;p=524853&amp;text=El%20cliente%20en%20el%20centro%20gracias%20al%20marketing%20conectado\" 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=resource&amp;p=524853&amp;text=El%20cliente%20en%20el%20centro%20gracias%20al%20marketing%20conectado\" 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<p>Hoy en d\u00eda, el marketing consiste en poner al cliente en el centro, comprender c\u00f3mo interact\u00faan con la marca y saber cu\u00e1ndo y d\u00f3nde iniciar una conversaci\u00f3n con ellos. El resultado, y el objetivo de este enfoque centrado en el cliente, es una experiencia de cliente diferenciadora de la marca. En este panorama, el marketing trata de poner tanto la marca como la experiencia en contexto.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-el-marketing-conectado-aprovecha-los-datos-y-la-tecnologia-para-realizar-una-estrategia-centrada-en-el-cliente\">El marketing conectado aprovecha los datos y la tecnolog\u00eda para realizar una estrategia centrada en el cliente<\/h2>\n\n\n\n<p>El marketing conectado significa la activaci\u00f3n del cliente mediante contenido personalizado, relevante y de marca, entregado en el momento adecuado por una organizaci\u00f3n de marketing receptiva, interdisciplinaria y empoderada que puede ejecutar a escala a trav\u00e9s de la tecnolog\u00eda de marketing adecuada.<\/p>\n\n\n\n<p>En Capgemini, reunimos datos, tecnolog\u00eda y una visi\u00f3n de marca para crear y hacer realidad las estrategias de nuestros clientes. Ofrecemos consultor\u00eda estrat\u00e9gica, construimos la arquitectura, implementamos nuevas herramientas digitales y administramos todo el ecosistema, adem\u00e1s de monitorizar, ajustar y respaldar el cambio organizacional.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-cumplimos-la-promesa-de-un-marketing-conectado-a-traves-de-cinco-principios\">Cumplimos la promesa de un marketing conectado a trav\u00e9s de cinco principios:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gesti\u00f3n de marca basada en datos: definici\u00f3n de estrategia de marca, innovaci\u00f3n y generaci\u00f3n de nuevas fuentes de ingresos para el crecimiento<\/li>\n\n\n\n<li>Organizaci\u00f3n de marketing receptivo: conjunto de funciones, roles y recursos dentro de una empresa responsable de la ejecuci\u00f3n de las iniciativas de marketing de la organizaci\u00f3n.<\/li>\n\n\n\n<li>Activaci\u00f3n personalizada del cliente: distribuci\u00f3n y optimizaci\u00f3n impecables del contenido basadas en la comprensi\u00f3n en tiempo real de las necesidades del cliente<\/li>\n\n\n\n<li>Marketing de contenido relevante: producci\u00f3n y gesti\u00f3n de materiales publicitarios atractivos, entretenidos o educativos.<\/li>\n\n\n\n<li>Tecnolog\u00eda de marketing a escala: dise\u00f1o e implementaci\u00f3n de un conjunto adecuado de soluciones y herramientas de tecnolog\u00eda de marketing para impulsar iniciativas de marketing, medir su efectividad y tomar decisiones basadas en datos.<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":461,"featured_media":0,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"f55f980d-810d-4277-8868-2ac5197fafbb\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","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":46,"primary_term":"","featured_focal_points":""},"tags":[],"research-and-insight-type":[85],"theme":[46],"brand":[30],"service":[163,45],"industry":[],"partners":[],"content-group":[],"class_list":["post-535112","research-and-insight","type-research-and-insight","status-publish","hentry","research-and-insight-type-point-of-view","theme-customer-first","brand-capgemini","service-customer-experience","service-customer-experience-customer-first"],"yoast_head":"<!-- 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