{"id":241549,"date":"2023-09-21T13:58:31","date_gmt":"2023-09-21T11:58:31","guid":{"rendered":"https:\/\/rtrsports.com\/rethinking-sponsorship-metrics-aprovechar-las-inversiones-en-marcas\/"},"modified":"2025-06-12T13:12:36","modified_gmt":"2025-06-12T11:12:36","slug":"rethinking-sponsorship-metrics-aprovechar-las-inversiones-en-marcas","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/es\/blog\/rethinking-sponsorship-metrics-aprovechar-las-inversiones-en-marcas\/","title":{"rendered":"Replanteamiento de las m\u00e9tricas de patrocinio: C\u00f3mo sacar el m\u00e1ximo partido a las inversiones de las marcas"},"content":{"rendered":"

La marca, en la era de la transformaci\u00f3n digital<\/strong>, ha evolucionado mucho m\u00e1s all\u00e1 de la simple colocaci\u00f3n de logotipos y los eventos patrocinados. La din\u00e1mica de las relaciones entre marcas y clientes ha cambiado y, como profesionales del marketing, tenemos la obligaci\u00f3n de adaptarnos. As\u00ed que, cuando hablamos de patrocinios<\/a>,<\/strong> es hora de replantear las m\u00e9tricas que tanto apreciamos y medir lo que de verdad importa.<\/p>\n

La evoluci\u00f3n de los objetivos de marca: M\u00e1s all\u00e1 de la notoriedad<\/h2>\n

Todos estamos de acuerdo en que los objetivos del patrocinio son polifac\u00e9ticos<\/strong>. De hecho, uno de los principales objetivos podr\u00eda ser aumentar la notoriedad de la marca y suscitar entusiasmo en torno a nuestros productos y servicios. Pero, como hemos observado a lo largo de los a\u00f1os, la esencia del patrocinio<\/a> va m\u00e1s all\u00e1 de la mera concienciaci\u00f3n<\/strong>.<\/p>\n

Las marcas patrocinan por muchas razones: para introducirse en nuevos mercados, alinearse con causas significativas o incluso establecer conexiones aut\u00e9nticas con su p\u00fablico. Para evaluar realmente el valor de nuestros esfuerzos de patrocinio, debemos identificar m\u00e9tricas que resuenen directamente con estos objetivos matizados.<\/p>\n

Evitar las m\u00e9tricas de vanidad<\/h3>\n

Es tentador dejarse llevar por las grandes cifras y las m\u00e9tricas brillantes<\/strong>. Pero he aqu\u00ed una revelaci\u00f3n: no todas las m\u00e9tricas son iguales<\/strong>. Piense en las impresiones en las redes sociales: un recuento asombroso puede dar lugar a un informe impresionante, pero \u00bfcu\u00e1l es su contribuci\u00f3n tangible a los objetivos de la marca?<\/p>\n

Como guardianes de la marca, nuestro principal objetivo deben ser las m\u00e9tricas que unen nuestras aspiraciones organizativas con los comportamientos y preferencias de nuestra audiencia. Abogamos por m\u00e9tricas como la tasa de participaci\u00f3n, la calidad de la promoci\u00f3n y la visibilidad del logotipo. Estas m\u00e9tricas “primarias” son vitales independientemente del deporte o evento que patrocines. \u00bfEn resumidas cuentas? Alinee sus m\u00e9tricas principales con los objetivos empresariales generales.<\/strong><\/p>\n

\"m\u00e9tricas<\/h2>\n

Priorizar el ROI del patrocinio<\/h2>\n

En el centro de un patrocinio eficaz se encuentra la capacidad de medir y articular su ROI. El ROI del patrocinio no se limita a comparar el gasto con la rentabilidad, sino que ofrece una visi\u00f3n matizada de la resonancia que tienen las promociones patrocinadas en el p\u00fablico en comparaci\u00f3n con otras iniciativas de marketing.<\/p>\n

El modelo de valoraci\u00f3n de Hookit (HVM<\/strong> ) arroja luz sobre esta cuesti\u00f3n al centrarse en los costes reales de los medios de comunicaci\u00f3n junto con los gastos equivalentes de compromiso. \u00bfLos resultados? Una comparaci\u00f3n de manzanas con manzanas que permite a los profesionales del marketing asignar los presupuestos con criterio.<\/p>\n

Preferencia de marca: Un territorio inexplorado<\/h3>\n

Aunque el conocimiento de la marca es fundamental, el futuro pertenece a la preferencia de marca. Tenemos que profundizar en c\u00f3mo afectan nuestros patrocinios a la percepci\u00f3n de la marca y a la elecci\u00f3n. Con el ecosistema digital a nuestro alcance, tenemos los medios para medir en tiempo real el sentimiento, la eficacia de la campa\u00f1a y la resonancia general de nuestras actividades patrocinadas. \u00bfEl final? Cultivar relaciones aut\u00e9nticas y duraderas que impulsen la preferencia por la marca.<\/p>\n

La b\u00fasqueda de un aumento localizado de las ventas<\/h3>\n

La joya de la corona de la medici\u00f3n del patrocinio ser\u00eda, sin duda, correlacionarlo directamente con el aumento de las ventas<\/strong>. Aunque las metodolog\u00edas universalmente aceptadas pueden ser dif\u00edciles de alcanzar, los modelos emergentes que vinculan los compromisos promocionales con las tendencias de ventas son prometedores. Estamos al borde de una revoluci\u00f3n en la que podemos rastrear la eficacia de las ventas de cada d\u00f3lar gastado en patrocinio.<\/p>\n

Verificaci\u00f3n independiente: Un imperativo<\/h3>\n

El viejo adagio, “Conf\u00eda pero verifica”<\/strong>, nunca ha sido m\u00e1s pertinente. Inicialmente, podemos apoyarnos en las m\u00e9tricas proporcionadas por nuestros socios patrocinados. Sin embargo, la transparencia y la objetividad son primordiales. Plataformas como Hookit presentan una visi\u00f3n imparcial, ofreciendo a las marcas una instant\u00e1nea completa del verdadero impacto de su patrocinio.<\/p>\n

El camino por recorrer: M\u00e9tricas importantes<\/h2>\n

En la era digital
\nel patrocinio ya no es un juego de adivinanzas.<\/strong>
\n<\/a>. Las m\u00e9tricas son nuestra br\u00fajula, que gu\u00eda a las marcas para tomar decisiones informadas, optimizar presupuestos y fomentar conexiones genuinas. A medida que encabezamos este movimiento basado en m\u00e9tricas, plataformas como Hookit se erigen en aliadas, garantizando que nuestras inversiones de marca produzcan beneficios genuinos y mensurables.<\/p>\n

En conclusi\u00f3n, estamos en un mundo nuevo y valiente, un mundo en el que los patrocinios son din\u00e1micos, las audiencias exigentes y las m\u00e9tricas revolucionarias. Como defensores de la marca, nuestra misi\u00f3n es clara: aceptar estos cambios, aprovechar el poder de las m\u00e9tricas relevantes y redefinir el futuro del patrocinio.<\/p>\n","protected":false},"excerpt":{"rendered":"

La marca, en la era de la transformaci\u00f3n digital, ha evolucionado mucho m\u00e1s all\u00e1 de la simple colocaci\u00f3n de logotipos y los eventos patrocinados. La din\u00e1mica de las relaciones entre marcas y clientes ha cambiado y, como profesionales del marketing, tenemos la obligaci\u00f3n de adaptarnos. As\u00ed que, cuando hablamos de patrocinios, es hora de replantear […]<\/p>\n","protected":false},"author":14,"featured_media":195953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20080,20074],"tags":[],"class_list":["post-241549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mercadeo-deportivo","category-patrocinador-deportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nRepensar los KPI del patrocinio: Sacar el m\u00e1ximo partido a las inversiones<\/title>\n<meta name=\"description\" content=\"Cuando hablamos de patrocinios, ha llegado el momento de replantearnos las m\u00e9tricas que tanto apreciamos y medir lo que de verdad importa.\" \/>\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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