{"id":15212,"date":"2012-06-25T11:12:40","date_gmt":"2012-06-25T10:12:40","guid":{"rendered":"http:\/\/blog.infoempleo.com\/?p=15212"},"modified":"2026-02-10T15:08:12","modified_gmt":"2026-02-10T13:08:12","slug":"universo-marketing-las-profesiones-de-la-nueva-era","status":"publish","type":"post","link":"https:\/\/empresas.infoempleo.com\/hrtrends\/universo-marketing-las-profesiones-de-la-nueva-era\/","title":{"rendered":"\u2018Universo marketing\u2019: las profesiones de la nueva era"},"content":{"rendered":"<p style=\"text-align: justify;\">En una campa\u00f1a de marketing\u00a0participan perfiles\u00a0profesionales muy\u00a0diferentes. <strong>\u2018Bloggers\u2019,\u00a0\u2018storytellers\u2019, \u2018content\u00a0curators\u2019, \u2018community\u00a0managers\u2019&#8230; <\/strong>Detr\u00e1s de estos vocablos\u00a0anglosajones se esconden talentos diversos\u00a0que confluyen en un \u00fanico fin:\u00a0convencer al consumidor y dejar huella\u00a0en \u00e9l. \u00abEn general son gestores de\u00a0informaci\u00f3n. <strong>Dentro del \u00e1mbito empresarial\u00a0su objetivo es generar imagen\u00a0positiva de la empresa y sus productos,\u00a0as\u00ed como controlar, detectar y actuar ante cualquier posible opini\u00f3n\u00a0negativa que pueda producirse sobre\u00a0nuestros productos o servicios<\/strong>\u00bb, explica<strong> Natalia Ense\u00f1at, directora de\u00a0marketing de la escuela de negocios \u00a0ESERP<\/strong>. Son profesiones con futuro,\u00a0surgidas al calor de la sociedad 2.0,\u00a0\u00aben las que se producir\u00e1 una fuerte reconversi\u00f3n motivada por la necesaria\u00a0y continua formaci\u00f3n requerida para\u00a0su correcto desempe\u00f1o, as\u00ed como por\u00a0tratarse de profesiones cuyo desarrollo\u00a0se lleva a cabo en entornos extremadamente\u00a0din\u00e1micos, donde el hoy\u00a0es pasado\u00bb, a\u00f1ade la experta.<\/p>\n<p><strong>\u00bfQu\u00e9 formaci\u00f3n hace falta para desempe\u00f1ar\u00a0estas nuevas profesiones?<\/strong> <strong>Rosa Sanchidri\u00e1n, directora de ESTEMA Escuela de Negocios<\/strong>, enumera\u00a0varias: Administraci\u00f3n de Empresas o\u00a0Empresariales, Periodismo, Filosof\u00eda,\u00a0Bellas Artes, Marketing, Sociolog\u00eda e\u00a0Investigaci\u00f3n de Mercados. Sin embargo,a\u00f1ade que \u00abcada vez acceden\u00a0perfiles con experiencia en gesti\u00f3n\u00a0m\u00e1s heterog\u00e9neos y con experiencia\u00a0en todo tipo de sectores, como el turismo\u00bb. De esta reconversi\u00f3n habla tambi\u00e9n\u00a0<strong>Antonio D\u00edaz Morales, director\u00a0general de Nebrija Business School<\/strong>.\u00a0\u00abTodos estos perfiles est\u00e1n siendo\u00a0cubiertos por un perfil mixto entre\u00a0periodistas y marketinianos, dado\u00a0que necesitan mezclar la capacidad\u00a0de comunicar con el conocimiento de\u00a0la estrategia de la marca y la orientaci\u00f3n\u00a0al cliente\u00bb. <strong>\u2018Storyteller\u2019, \u2018content\u00a0curator\u2019, bloguero corporativo y \u2018community\u00a0manager\u2019 son los puestos m\u00e1s\u00a0comunes en una campa\u00f1a de marketing,\u00a0pero, \u00bfcu\u00e1les son sus funciones?<\/strong><\/p>\n<h3>\u2018Storyteller\u2019<\/h3>\n<p><span style=\"font-weight: normal;\">Como explica Natalia Ense\u00f1at, de\u00a0ESERP, es, m\u00e1s que nada, un contador\u00a0de cuentos. \u00abPartiendo de cualquier\u00a0recurso disponible en la red puede \u2018construir\u2019 una historia, crear\u00a0un cuento. Perfectamente podemos\u00a0crear campa\u00f1as publicitarias aprovechando\u00a0recursos libres y disponibles\u00a0en la propia red\u00bb. <\/span><\/p>\n<h3>\u2018Content curator\u2019<\/h3>\n<p><span style=\"font-weight: normal;\">Se trata de un responsable de contenidos. <\/span>\u00abEl enorme volumen de contenidos disponibles en la red puede hacer ineficaz cualquier b\u00fasqueda\u00a0de informaci\u00f3n, y aqu\u00ed es donde aparece\u00a0el \u2018content curator\u2019, responsable\u00a0de localizar, identificar y organizar lainformaci\u00f3n relevante de nuestro inter\u00e9s\u00a0\u00bb, explican desde ESERP.<\/p>\n<h3>\u2018Blogger\u2019<\/h3>\n<p>El blog se ha convertido en uno de los\u00a0grandes medios de comunicaci\u00f3n de\u00a0nuestra sociedad, pero, en este caso, la\u00a0bit\u00e1cora est\u00e1 pensada con fines corporativos.\u00a0\u00abCrean foros de opini\u00f3n para\u00a0canalizar a los consumidores\u00bb, explica\u00a0Antonio D\u00edaz Morales, director general\u00a0de Nebrija Business School.<\/p>\n<h3>\u2018Community manager\u2019<\/h3>\n<p>Es una de las profesiones del marketing\u00a02.0 con m\u00e1s futuro y, seg\u00fan\u00a0Chema Lamir\u00e1n, director del Curso\u00a0de Experto en Redes Sociales y Community\u00a0Management de ESTEMA, la\u00a0m\u00e1s aut\u00e9ntica. \u00abEl \u2018content curator\u2019\u00a0no dejar\u00eda de ser la evoluci\u00f3n de un\u00a0documentalista, un \u2018storyteller\u2019 ser\u00eda\u00a0un verdadero comunicador con historias\u00a0reales, y el \u2018copy\u2019 de la agencia\u00a0de publicidad de toda la vida podr\u00eda\u00a0evolucionar perfectamente hacia un\u00a0\u2018blogger\u2019 corporativo. La figura nueva\u00a0por excelencia ser\u00eda la de Community \u00a0Manager, que para muchas peque\u00f1as\u00a0empresas debe convertirse en un responsable\u00a0de comunicaci\u00f3n digital, con\u00a0funciones m\u00e1s amplias que las de gestionar\u00a0una comunidad virtual como\u00a0ser\u00eda su acepci\u00f3n original\u00bb, explica.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En una campa\u00f1a de marketing\u00a0participan perfiles\u00a0profesionales muy\u00a0diferentes. \u2018Bloggers\u2019,\u00a0\u2018storytellers\u2019, \u2018content\u00a0curators\u2019, \u2018community\u00a0managers\u2019&#8230; Detr\u00e1s de estos vocablos\u00a0anglosajones se esconden talentos diversos\u00a0que<a class=\"moretag\" href=\"https:\/\/empresas.infoempleo.com\/hrtrends\/universo-marketing-las-profesiones-de-la-nueva-era\/\"> Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":50,"featured_media":15213,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[2507,227,26,2508],"class_list":["post-15212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad","tag-content-curator-community-manager","tag-marketing","tag-redes-sociales","tag-storyteller"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u2018Universo marketing\u2019: las profesiones de la nueva era | HRTRENDS<\/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:\/\/empresas.infoempleo.com\/hrtrends\/universo-marketing-las-profesiones-de-la-nueva-era\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta 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