{"id":18999,"date":"2020-08-21T12:00:56","date_gmt":"2020-08-21T10:00:56","guid":{"rendered":"https:\/\/www.cescompol.com\/?p=18999"},"modified":"2022-07-05T09:40:19","modified_gmt":"2022-07-05T07:40:19","slug":"inteligencia-contextual-para-las-campanas-de-2021","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/inteligencia-contextual-para-las-campanas-de-2021\/","title":{"rendered":"Inteligencia contextual para las campa\u00f1as de 2021"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-2676861194\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/inteligencia-contextual-para-las-campanas-de-2021\/\" data-essbisPostTitle=\"Inteligencia contextual para las campa\u00f1as de 2021\" data-essbisHoverContainer=\"\"><p><em>Por Danner Gonz\u00e1lez <\/em><\/p><div class=\"blogs-contenido\" id=\"blogs-2789240009\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p><span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/twitter.com\/dannerglez\"><em>@dannerglez\u00a0<\/em><\/a><\/span><\/p>\n<hr \/>\n<p>La <a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-comunicacion-politica\"><strong>comunicaci\u00f3n pol\u00edtica<\/strong><\/a> vive un momento de quiebre. Casos como los del Brexit, la elecci\u00f3n de Trump y la intervenci\u00f3n en ambos procesos de la consultora <strong><em>Cambridge Analitica<\/em><\/strong>, hicieron que el mundo de la consultor\u00eda pol\u00edtica diera un giro de tim\u00f3n. Precisamente Christian Salmon ha documentado esto en su genial libro <em><strong>La era del enfrentamiento<\/strong>.<\/em> <strong>Del storytelling a la ausencia de relato<\/strong><strong> (2019)<\/strong>.<\/p>\n<p>A partir de estos procesos, la comunicaci\u00f3n pol\u00edtica se ha volcado al an\u00e1lisis del <strong><em>big data<\/em><\/strong> y el <strong><em>thick data<\/em><\/strong>. Estos permiten segmentar de manera muy precisa al p\u00fablico objetivo, hasta llegar a la escalofriante personalizaci\u00f3n de mensajes. Vuelven los tiempos del Gran Hermano, de un ojo que todo lo ve y que se adelanta a los procesos mentales del ser humano: elegir un dent\u00edfrico, un\u00a0 destino&#8230; tur\u00edstico, o un candidato. Los <strong>spin doctors<\/strong> hacen cambios en sus equipos: cada vez hay m\u00e1s ingenieros o matem\u00e1ticos. Arribamos al imperio del algoritmo.<\/p>\n<h2><span style=\"color: #0000ff;\"><strong>Inteligencia Contextual en las campa\u00f1as<\/strong><\/span><\/h2>\n<p>En medio de esa mutaci\u00f3n del modo de emitir mensajes pol\u00edticos \u2013en los que la gente responde en tiempo real\u2013, es necesario que los partidos y candidatos <strong>integren a sus equipos de campa\u00f1a<\/strong> un departamento de <strong>Inteligencia Contextual<\/strong>, que les permita atravesar el ruido de la sociedad red, con claridad meridiana.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-3233410876\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>Cada vez ser\u00e1 m\u00e1s complejo entender un mundo que cambia a ritmo de v\u00e9rtigo. Los seres humanos del siglo XXI estamos lejos de ser como aquellos sabios del Renacimiento, o como los griegos que dominaban gran parte del saber de su tiempo. <strong>Entender los desaf\u00edos<\/strong> y vericuetos <strong>de la pol\u00edtica<\/strong> hoy requiere de un equipo dedicado a analizar texto, contexto y subtexto pol\u00edtico. La <strong>Inteligencia Contextual<\/strong> estudia los eventos relevantes del pasado. Adem\u00e1s de las variables internas o externas que afectan o pueden afectar las campa\u00f1as y permite realizar una <strong>proyecci\u00f3n de tendencias y escenarios<\/strong> en el corto, mediano y largo plazo. En suma, permite tomar mejores decisiones pol\u00edticas, optimiza los recursos y <strong>conduce al triunfo electoral.<\/strong><\/p>\n<h2><span style=\"color: #0000ff;\"><strong>Estrategias pol\u00edticas en tiempos de pandemia\u00a0<\/strong><\/span><\/h2>\n<p>En plena pandemia, este 2020, el Gobierno de <strong>Espa\u00f1a<\/strong> cre\u00f3 la <strong>Oficina Nacional de Prospectiva y Estrategia del Pa\u00eds a Largo Plazo<\/strong>. Esta unidad permitir\u00e1 al gobierno anticipar problemas y prepararse para los desaf\u00edos futuros del pa\u00eds ib\u00e9rico rumbo a <strong>2050<\/strong>; pero es tambi\u00e9n, a todas luces, <strong>un b\u00fanker de<\/strong> <strong>estrategia pol\u00edtica<\/strong> que permite al Presidente tener el pulso del territorio y sus retos, como nunca antes en la historia de Espa\u00f1a. No es casual que la Oficina dependa del Director de Gabinete del Gobierno y spin doctor de Pedro S\u00e1nchez, Iv\u00e1n Redondo. As\u00ed, Espa\u00f1a se suma a pa\u00edses como <strong>Canad\u00e1, Estados Unidos, Finlandia o el Reino Unido<\/strong>, que cuentan con una <strong>\u201cForesight Unit\u201d<\/strong> o unidad de prospectiva.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-835418110\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<h2><span style=\"color: #0000ff;\"><strong>Procesos electorales<\/strong><\/span><\/h2>\n<p>Un <strong>equipo de Inteligencia Contextual<\/strong> permite una mirada elevada por encima de las contingencias cotidianas de una <strong>campa\u00f1a pol\u00edtico-electoral.<\/strong> Es un faro que da rumbo cierto a la estrategia, pues sin ese respaldo program\u00e1tico el candidato ser\u00e1 vulnerable. Incluso no resistir\u00eda un debate con sus pares, una entrevista puntillosa o los cuestionamientos de un grupo de vecinos.<\/p>\n<p>Los partidos y candidatos har\u00edan bien en confiar esta tarea a equipos de <strong>consultor\u00eda<\/strong> externa con una <strong>integraci\u00f3n multidisciplinaria<\/strong> y sin m\u00e1s inter\u00e9s que dar congruencia a los <strong>procesos electorales<\/strong>. Ello garantizar\u00eda la objetividad de la investigaci\u00f3n y eliminar\u00eda los sesgos partidistas. Ya que a menudo vician los procesos internos de una campa\u00f1a y de paso, le dar\u00eda dignidad a la pol\u00edtica y a las y los candidatos, la necesaria visi\u00f3n de Estado que la sociedad demanda.<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/inteligencia-contextual-para-las-campanas-de-2021\/\" data-essbisPostTitle=\"Inteligencia contextual para las campa\u00f1as de 2021\" 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