{"id":153,"date":"2018-01-05T11:00:46","date_gmt":"2018-01-05T17:00:46","guid":{"rendered":"http:\/\/intelisis.com\/blog\/?p=153"},"modified":"2022-12-22T11:36:42","modified_gmt":"2022-12-22T17:36:42","slug":"negocio-2018-neutralidad","status":"publish","type":"post","link":"https:\/\/www.intelisis.com\/blog\/negocio-2018-neutralidad\/","title":{"rendered":"Neutralidad: Prop\u00f3sito para 2018"},"content":{"rendered":"<p>Sin duda alguna, la tecnolog\u00eda continuamente nos ofrece maneras de facilitar o mejorar las actividades humanas. Otro a\u00f1o pas\u00f3 a la historia y muchas compa\u00f1\u00edas est\u00e1n optando por mudarse a medios y estrategias digitales sin pensarlo\u2026y tal vez no es la mejor forma de hacerlo.<\/p>\n<p>En su columna The Drum, Samuel Scott recomienda a los negocios poner dentro de los Prop\u00f3sitos de A\u00f1o Nuevo algo denominado <strong>Neutralidad de canal<\/strong> (channel-neutral).<\/p>\n<p>Por primera vez en la historia, muchas compa\u00f1\u00edas invirtieron m\u00e1s en publicidad digital que en medios tradicionales. Coca-Cola est\u00e1 implementando Inteligencia Artificial (IA) y chatbots en su mix; televisoras en Reino Unido est\u00e1n incursionando en programaci\u00f3n enteramente digital e incluso Rolls Royce est\u00e1 adoptando Transformaci\u00f3n Digital (DX).<\/p>\n<p>Al observar todos estos cambios de acuerdo a la Curva de Promoci\u00f3n (Hype Curve) de la consultora Gartner, que mide visibilidad contra tiempo, podemos apreciar que nos encontramos en el llamado Pico de las Expectativas; un punto en el que los clientes esperan demasiado de las nuevas tendencias, pero a\u00fan no hay suficiente informaci\u00f3n para garantizar su infalibilidad.<\/p>\n<figure id=\"attachment_154\" aria-describedby=\"caption-attachment-154\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-154 size-large\" src=\"http:\/\/intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-1024x576.jpg\" alt=\"empresa-2018-transformacion-digital\" width=\"1024\" height=\"576\" srcset=\"https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-1024x576.jpg 1024w, https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-500x281.jpg 500w, https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-700x394.jpg 700w, https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-300x169.jpg 300w, https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-768x432.jpg 768w, https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-200x113.jpg 200w, https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-400x225.jpg 400w, https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-600x338.jpg 600w, https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-800x450.jpg 800w, https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279-1200x676.jpg 1200w, https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/s3-gartner_hype_cycle-default-1279.jpg 1279w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-154\" class=\"wp-caption-text\">Curva de promoci\u00f3n de Gartner que muestra el desarrollo tiempo-visibilidad de una tendencia<\/figcaption><\/figure>\n<p>\u00bfEsto quiere decir que debemos alejarnos de la transformaci\u00f3n digital?<\/p>\n<p>No necesariamente.<\/p>\n<p>&nbsp;<\/p>\n<p>Mientras que son pocas las marcas que se han construido enteramente en el mundo digital, los negocios no deben perder de vista que el mix de pr\u00e1cticas adecuadas es distinto para cada uno de ellos y se desprende directamente de sus p\u00fablicos. A partir de ello y, siguiendo un acercamiento de <strong>primero la estrategia y luego las t\u00e1cticas-medios<\/strong>, cada negocio podr\u00e1 llegar a la respuesta que mejor aplica a su situaci\u00f3n particular.<\/p>\n<p>Esto bien puede ser un sistema de IA o una mayor inversi\u00f3n en campa\u00f1as en medios BTL, o ambas en diferentes medidas. De ah\u00ed que la recomendaci\u00f3n de Scott sea la neutralidad; <strong>la intenci\u00f3n no es frenar o descartar el uso de nuevas tecnolog\u00edas, sino aprovecharlas en la medida que mejor se adapte a cada caso<\/strong>.<\/p>\n<p>Lo que esto implica es resistir un poco la presi\u00f3n del entorno y la sobreabundancia de informaci\u00f3n que nos insiste en cambiar con tal de estar a la moda. Es pararse en la cima de esa curva y ver qu\u00e9 es lo que realmente necesita nuestro negocio para ayudarse de esos nuevos medios y prosperar en un ambiente de constante cambio.<\/p>\n<p>2018 apenas est\u00e1 comenzando, no hay mejor momento para evaluar las estrategias para los 363 d\u00edas restantes. Utiliza todo lo que conoces sobre tu p\u00fablico, as\u00ed la informaci\u00f3n \u00fatil que has le\u00eddo en este espacio y juega un poco a diversificar tus recursos, sin aferrarte a modas. Experimenta hasta donde tu instinto y la informaci\u00f3n te gu\u00eden\u2026y de ah\u00ed saldr\u00e1 ese equilibrio que te permitir\u00e1 seguir creciendo.<\/p>\n<p>&nbsp;<\/p>\n<p>De parte de Intelisis, \u00a1te deseamos un exitoso y pr\u00f3spero 2018!<\/p>\n\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-center kksr-valign-bottom\"\n    data-payload='{&quot;align&quot;:&quot;center&quot;,&quot;id&quot;:&quot;153&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;bottom&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;0&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;0&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Califica post&quot;,&quot;legend&quot;:&quot;0\\\/5 - (0 votes)&quot;,&quot;size&quot;:&quot;15&quot;,&quot;title&quot;:&quot;Neutralidad: Prop\u00f3sito para 2018&quot;,&quot;width&quot;:&quot;0&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} {votes})&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 15px; height: 15px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 15px; height: 15px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 15px; height: 15px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 15px; height: 15px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 15px; height: 15px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 0px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 15px; height: 15px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 15px; height: 15px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 15px; height: 15px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 15px; height: 15px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 15px; height: 15px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 12px;\">\n            <span class=\"kksr-muted\">Califica post<\/span>\n    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Sin duda alguna, la tecnolog\u00eda continuamente nos ofrece maneras de facilitar o mejorar las actividades humanas. Otro a\u00f1o pas\u00f3 a la historia y muchas compa\u00f1\u00edas est\u00e1n optando por mudarse a medios y estrategias digitales sin pensarlo\u2026y tal vez no es la mejor forma de hacerlo. En su columna The Drum, Samuel Scott recomienda a los [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":155,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,6,4,7,748,8,9,10,1,751],"tags":[48,760,753,51,13,162,75,44,14,31,761,752,759,74,41],"class_list":["post-153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automotriz","category-comercio","category-industrias","category-inmobiliaria-contruccion","category-intelisis-erp-software","category-manufactura","category-otras","category-servicios-profesionales","category-tecnologia","category-tecnologia-nube","tag-administracion-de-empresas","tag-almacenamiento-de-archivos","tag-automatizacion-de-negocios","tag-digitalizacion","tag-erp","tag-gestion-empresarial","tag-innovacion-empresas","tag-inteligencia-de-negocios","tag-intelisis","tag-negocios","tag-servicios-en-la-nube","tag-sistemas-de-administracion-empresariales","tag-software-remoto","tag-tecnologia-empresas","tag-transformacion-digital"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Neutralidad: Prop\u00f3sito para 2018 - Intelisis Blog<\/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:\/\/www.intelisis.com\/blog\/negocio-2018-neutralidad\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neutralidad: Prop\u00f3sito para 2018\" \/>\n<meta property=\"og:description\" content=\"Sin duda alguna, la tecnolog\u00eda continuamente nos ofrece maneras de facilitar o mejorar las actividades humanas. 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En su columna The Drum, Samuel Scott recomienda a los [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intelisis.com\/blog\/negocio-2018-neutralidad\/\" \/>\n<meta property=\"og:site_name\" content=\"Intelisis Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Intelisis\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-01-05T17:00:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-22T17:36:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intelisis.com\/blog\/wp-content\/uploads\/2018\/01\/onsite-seo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"436\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Intelisis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@IntelisisCorp\" \/>\n<meta name=\"twitter:site\" content=\"@IntelisisCorp\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Intelisis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intelisis.com\\\/blog\\\/negocio-2018-neutralidad\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intelisis.com\\\/blog\\\/negocio-2018-neutralidad\\\/\"},\"author\":{\"name\":\"Intelisis\",\"@id\":\"https:\\\/\\\/www.intelisis.com\\\/blog\\\/#\\\/schema\\\/person\\\/00d44b0c56ac865a77583094112e890b\"},\"headline\":\"Neutralidad: Prop\u00f3sito para 2018\",\"datePublished\":\"2018-01-05T17:00:46+00:00\",\"dateModified\":\"2022-12-22T17:36:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intelisis.com\\\/blog\\\/negocio-2018-neutralidad\\\/\"},\"wordCount\":513,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intelisis.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intelisis.com\\\/blog\\\/negocio-2018-neutralidad\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intelisis.com\\\/blog\\\/wp-content\\\/uploads\\\/2018\\\/01\\\/onsite-seo.jpg\",\"keywords\":[\"administraci\u00f3n de empresas\",\"Almacenamiento de archivos\",\"Automatizaci\u00f3n de negocios\",\"digitalizaci\u00f3n\",\"ERP\",\"Gesti\u00f3n Empresarial\",\"innovacion empresas\",\"Inteligencia de Negocios\",\"Intelisis\",\"negocios\",\"Servicios en la NUBE\",\"Sistemas de administraci\u00f3n empresariales\",\"Software remoto\",\"Tecnologia empresas\",\"Transformaci\u00f3n Digital\"],\"articleSection\":[\"Automotriz\",\"Comercio\",\"Industrias\",\"Inmobiliaria y construcci\u00f3n\",\"Intelisis ERP\",\"Manufactura\",\"Otras\",\"Servicios Profesionales\",\"Tecnolog\u00eda\",\"Tecnolog\u00eda en la NUBE\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.intelisis.com\\\/blog\\\/negocio-2018-neutralidad\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intelisis.com\\\/blog\\\/negocio-2018-neutralidad\\\/\",\"url\":\"https:\\\/\\\/www.intelisis.com\\\/blog\\\/negocio-2018-neutralidad\\\/\",\"name\":\"Neutralidad: Prop\u00f3sito para 2018 - 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