{"id":4100,"date":"2019-12-05T18:27:11","date_gmt":"2019-12-05T16:27:11","guid":{"rendered":"https:\/\/www.creactivitat.com\/?p=4100"},"modified":"2026-07-17T20:54:35","modified_gmt":"2026-07-17T18:54:35","slug":"tendencies-marqueting-digital-2020-part-i","status":"publish","type":"post","link":"https:\/\/www.creactivitat.com\/ca\/tendencies-marqueting-digital-2020-part-i\/","title":{"rendered":"Tend\u00e8ncies M\u00e0rqueting Digital 2020 &#8211; Part I"},"content":{"rendered":"<ul>\n<li>\n<h2 id=\"marqueting-omnicanal\">M\u00e0rqueting omnicanal<\/h2>\n<\/li>\n<\/ul>\n<p align=\"justify\"><span lang=\"ca-ES\">L\u2019objectiu principal del <\/span><strong><span lang=\"ca-ES\">M\u00e0rqueting 4.0<\/span><\/strong><span lang=\"ca-ES\"> \u00e9s generar confian\u00e7a i fidelitat a l\u2019usuari mitjan\u00e7ant l\u2019implementaci\u00f3 d\u2019estrat\u00e8gies que permetin a les empreses interactuar amb els clients de manera <\/span><span lang=\"ca-ES\"><b>omnicanal<\/b><\/span><span lang=\"ca-ES\">, \u00e9s a dir, a trav\u00e9s de tots els seus canals de comunicaci\u00f3 disponibles en qualsevol moment i a qualsevol lloc. <\/span><\/p>\n<p align=\"justify\"><span lang=\"ca-ES\">En aquest nou paradigma s\u2019assumeix, per tant, la integraci\u00f3 de la immediatesa i la intimitat de les aplicacions online amb la capacitat de diferenciaci\u00f3 dels mitjans offline, donant pas al disseny d\u2019estrat\u00e8gies 360 per part de les empreses, amb el client posicionat al centre de totes les seves accions (<\/span><span lang=\"ca-ES\"><b>Mindful M\u00e0rqueting<\/b><\/span><span lang=\"ca-ES\">).<\/span><\/p>\n<p align=\"justify\"><span lang=\"ca-ES\">La principal difer\u00e8ncia del <\/span><span lang=\"ca-ES\"><b>M\u00e0rqueting omnicanal<\/b><\/span><span lang=\"ca-ES\"> respecte al <\/span><span lang=\"ca-ES\"><b>multicanal<\/b><\/span><span lang=\"ca-ES\"> \u00e9s que, a m\u00e9s a m\u00e9s de comptar amb diverses interf\u00edcies de comunicaci\u00f3, aquests estan perfectament sincronitzats, establint connexions m\u00e9s personalitzades amb cada usuari, amb l\u2019objectiu de proporcionar-li una experi\u00e8ncia integrada, transparent i coherent. <\/span><\/p>\n<p align=\"justify\"><span lang=\"ca-ES\">Per tal de relacionar totes les eines i tecnologies que utilitzen les empreses per a relacionar-se amb els seus clients, \u00e9s essencial que la recopilaci\u00f3 i el bolcat d\u2019informaci\u00f3 sigui bidireccional: totes les dades captades dels clients han de quedar emmagatzemades al <\/span><span lang=\"ca-ES\"><b>CRM<\/b><\/span><span lang=\"ca-ES\"> i, al mateix temps, estar disponibles per a realitzar noves accions amb cadascun dels usuaris. <\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">D\u2019aquesta manera, tot i que s\u2019inici\u00ef una conversaci\u00f3 a trav\u00e9s d\u2019un canal en concret, aquesta pugui seguir en altres diferents sense que la seva efectivitat es vegi afectada. Gr\u00e0cies al <\/span><span lang=\"ca-ES\"><b>M\u00e0rqueting omnicanal<\/b><\/span><span lang=\"ca-ES\"> s\u2019aconsegueix donar un pas endavant en el servei al client i, tamb\u00e9, en la Transformaci\u00f3 Digital de les organitzacions. <\/span><\/p>\n<ul>\n<li>\n<h2 id=\"mobile-first\">Mobile First<\/h2>\n<\/li>\n<\/ul>\n<p align=\"justify\"><span lang=\"ca-ES\">Amb el pas del temps, la tend\u00e8ncia a realitzar qualsevol tipus d\u2019acci\u00f3 amb el m\u00f2bil s\u2019est\u00e0 imposant a la nostra societat. Ha sorgit un nou concepte denominat <\/span><a href=\"https:\/\/www.creactivitat.com\/es\/mobile-first-index-como-afecta-web\/\" target=\"_blank\" rel=\"noopener\"><span lang=\"ca-ES\"><b>Mobile First<\/b><\/span><\/a><i> <\/i><span lang=\"ca-ES\">que consisteix en canviar el m\u00e8tode de treball tradicional de creaci\u00f3 de webs.<\/span><\/p>\n<p align=\"justify\"><span lang=\"ca-ES\">Fins a l\u2019aparici\u00f3 d\u2019aquest concepte, els dissenyadors se centraven en la creaci\u00f3 web adaptada a grans pantalles d\u2019escriptori per a despr\u00e9s optimitzar-les en dispositius com tauletes i m\u00f2bils. No obstant, des que Google va anunciar al 2016 que s\u2019havien registrat m\u00e9s recerques a trav\u00e9s de m\u00f2bils que de cercadors d\u2019escriptori, s\u2019ha posat especial inter\u00e8s en el disseny m\u00f2bil i en optimitzar-les estrat\u00e8gies de posicionament als motors de recerca d\u2019aquests dispositius. Dins dels avantatges que presenta aquest canvi conceptual podem trobar: noves webs adaptades al tamany m\u00f2bil i una reducci\u00f3 de continguts ressaltant \u00fanicament els apartats rellevants, \u00e9s a dir, una web optimitzada solament amb el contingut essencial. <\/span><\/p>\n<p align=\"justify\"><span lang=\"ca-ES\">D\u2019altra banda, degut al canvi de l\u2019algoritme de recerca a Google, destinat a millorar la usabilitat de recerques web des de dispositius m\u00f2bils, cobren import\u00e0ncia aspectes com:<\/span><\/p>\n<p style=\"text-align: left;\"><span lang=\"ca-ES\">&#8211; Accessibilitat.<\/span><\/p>\n<p style=\"text-align: left;\" align=\"justify\"><span lang=\"ca-ES\">&#8211; Informaci\u00f3 rellevant dins d\u2019un \u00e0mbit local.<\/span><\/p>\n<p style=\"text-align: left;\" align=\"justify\"><span lang=\"ca-ES\">&#8211; Rapidesa al proc\u00e9s de c\u00e0rrega.<\/span><\/p>\n<p style=\"text-align: left;\" align=\"justify\"><span lang=\"ca-ES\">&#8211; Enlla\u00e7os f\u00e0cilment visibles.<\/span><\/p>\n<p style=\"text-align: left;\" align=\"justify\"><span lang=\"ca-ES\">&#8211; Contingut responsive.<\/span><\/p>\n<ul>\n<li>\n<h2 id=\"recerques-per-veu\">Recerques per veu<\/h2>\n<\/li>\n<\/ul>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Les <\/span><a href=\"https:\/\/www.creactivitat.com\/es\/el-lado-comercial-de-los-asistentes-de-voz\/\" target=\"_blank\" rel=\"noopener\"><span lang=\"ca-ES\"><b>recerques per veu<\/b><\/span><\/a><span lang=\"ca-ES\"> han augmentat considerablement en els \u00faltims anys per\u00f2, malgrat aix\u00f2, les empreses no han aconseguit treure profit a les seves estrat\u00e8gies SEO per a aquesta eina. <\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Per a aconseguir-ho, les empreses han de crear contingut utilitzant frases sem\u00e0ntiques en comptes de les paraules clau tradicionals. Mitjan\u00e7ant termes de recerca \u201clong tail\u201d s\u2019aconsegueix una menor compet\u00e8ncia i, a la vegada, un <\/span><span lang=\"ca-ES\"><b>CTR<\/b><\/span><span lang=\"ca-ES\"> (Click Through Rate) major.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Actualment existeixen portals o dispositius que se serveixen de les <\/span><span lang=\"ca-ES\"><b>recerques per veu<\/b><\/span><span lang=\"ca-ES\">, com per exemple els altaveus intel\u00b7ligents Google Home, Amazon Echo o Apple Homepod. Segons estudis recents, quasi mig mili\u00f3 de llars a Espanya disposen d\u2019un altaveu intel\u00b7ligent, per\u00f2 el seu principal inconvenient en termes de m\u00e0rqueting i vendes \u00e9s el fet que les recerques realitzades en aquests dispositius no s\u00f3n transaccionals, sin\u00f3 que persegueixen una funci\u00f3 en concret, com per exemple informar d\u2019esdeveniments o del temps, inserta una adre\u00e7a postal o programar una alarma, entre d\u2019altres. <\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">\u00c9s aqu\u00ed on sorgeix una gran oportunitat per a les empreses de crear <\/span><span lang=\"ca-ES\"><b>branded content <\/b><\/span><span lang=\"ca-ES\">(contingut de marca) que aporti un valor afegit a l\u2019usuari, com ja executen les skills d\u2019Alexa als dispositius d\u2019Amazon, realitzant a la vegada funcions d\u2019altaveu per a reproduir contingut i de centre d\u2019operacions gr\u00e0cies a la <\/span><span lang=\"ca-ES\"><b>Intel\u00b7lig\u00e8ncia Artificial<\/b><\/span><span lang=\"ca-ES\">, permetent la personalitzaci\u00f3 de les recerques de tots els usuaris. <\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">En definitiva, malgrat tractar-se de t\u00e8cniques i eines que van entrar en funcionament alguns anys enrere, encara no s\u2019han consolidat perqu\u00e8, fins ara, s\u00f3n poques les empreses que han decidit invertir en I+D+i i implementar-les en la seva activitat quotidiana per a liderar la Transformaci\u00f3 Digital que requereix el mercat actual. <\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Afortunadament, marques de refer\u00e8ncia com Google, Amazon o Apple entre d\u2019altres estan apostant per aquestes innovacions, situant-se a l\u2019avantguarda digital i inspirant a la resta de corporacions a introduir aquestes t\u00e8cniques en el seu dia a dia amb l\u2019objectiu d\u2019optimitzar la gesti\u00f3 de les seves operacions.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Aquesta \u00e9s solament una part de les eines que v\u00e9nen trepitjant fort de cara a l\u2019any vinent i que des de <\/span><a href=\"https:\/\/www.creactivitat.com\/\" target=\"_blank\" rel=\"noopener\"><span lang=\"ca-ES\"><b>CREACTIVITAT<\/b><\/span><\/a><span lang=\"ca-ES\"> posarem en marxa per als nostres clients. Si en voleu con\u00e8ixer m\u00e9s, a la pr\u00f2xima entrada completarem la llista de tend\u00e8ncies de M\u00e0rqueting Digital per al 2020. Estigueu atents al nostre Blog!<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span style=\"color: #808080;\"><span lang=\"ca-ES\">\u00d3scar Gonz\u00e1lez y Oscar Calamita<br \/>\n<\/span><span lang=\"ca-ES\">Departament de M\u00e0rqueting<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>M\u00e0rqueting omnicanal L\u2019objectiu principal del M\u00e0rqueting 4.0 \u00e9s generar confian\u00e7a i fidelitat a l\u2019usuari mitjan\u00e7ant l\u2019implementaci\u00f3 d\u2019estrat\u00e8gies que permetin a les empreses interactuar amb els clients de manera omnicanal, \u00e9s a dir, a trav\u00e9s de tots els seus canals de comunicaci\u00f3 disponibles en qualsevol moment i a qualsevol lloc. En aquest nou paradigma s\u2019assumeix, per [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4199,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencies"],"acf":[],"mb":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tend\u00e8ncies M\u00e0rqueting Digital 2020 Part I &#8226; CREACTIVITAT<\/title>\n<meta name=\"description\" content=\"Us presentem les tend\u00e8ncies de M\u00e0rqueting Digital per al 2020 per a destacar al mercat actual des de les nostres oficines a Barcelona.\" \/>\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.creactivitat.com\/ca\/tendencies-marqueting-digital-2020-part-i\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tend\u00e8ncies M\u00e0rqueting Digital 2020 Part I &#8226; 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