{"id":4128,"date":"2019-12-13T09:30:45","date_gmt":"2019-12-13T07:30:45","guid":{"rendered":"https:\/\/www.creactivitat.com\/?p=4128"},"modified":"2026-07-17T20:54:05","modified_gmt":"2026-07-17T18:54:05","slug":"tendencies-marqueting-digital-2020-part-ii","status":"publish","type":"post","link":"https:\/\/www.creactivitat.com\/ca\/tendencies-marqueting-digital-2020-part-ii\/","title":{"rendered":"Tend\u00e8ncies M\u00e0rqueting Digital 2020 Part II"},"content":{"rendered":"<ul>\n<li>\n<h2 id=\"video-marqueting\">V\u00eddeo M\u00e0rqueting<\/h2>\n<\/li>\n<\/ul>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Segons estudis recents, cada dia es visualitzen m\u00e9s de 100 milions d\u2019hores de v\u00eddeo a Facebook. D\u2019altra banda, YouTube compta amb m\u00e9s de 1.000 milions d\u2019usuaris actius. En definitiva, el format v\u00eddeo segueix jugant un paper cada cop m\u00e9s rellevant i totes les firmes el van incloent progressivament a les seves estrat\u00e8gies de <\/span><span lang=\"ca-ES\"><b>merchandising<\/b><\/span><span lang=\"ca-ES\">. <\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Per al 2020, s\u2019estima que els usuaris consumiran una mitjana de 84 minuts de v\u00eddeo diaris. Actualment, les grans plataformes com Facebook o Instagram emeten v\u00eddeos en streaming, transmetent confian\u00e7a i proximitat, aconseguint un increment de la popularitat i l\u2019engagement de cadascuna de les marques gr\u00e0cies a la seva viralitzaci\u00f3. <\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Segons dades de Forbes, el 90% dels consumidors afirmen que els v\u00eddeos influeixen de manera notable en la decisi\u00f3 final de compra i que la visualitzaci\u00f3 de v\u00eddeos-demo augmenta fins a gaireb\u00e9 el doble les probabilitats de contractar finalment un producte o servei.<\/span><\/p>\n<ul>\n<li class=\"western\">\n<h2 id=\"mindful-marqueting\">Mindful M\u00e0rqueting<\/h2>\n<\/li>\n<\/ul>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">El concepte de <\/span><span lang=\"ca-ES\"><b>Mindful M\u00e0rqueting<\/b><\/span><span lang=\"ca-ES\"> sorgeix del canvi en la forma en la qual les grans marques o empreses es comuniquen amb els consumidors, aquest canvi consisteix a adoptar un nou model de m\u00e0rqueting centrat en les persones.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Des del punt de vista del m\u00e0rqueting digital, con\u00e8ixer per endavant el que pensen i desitgen els consumidors \u00e9s fonamental per al desenvolupament del negoci. En aquesta era de la informaci\u00f3, i gr\u00e0cies al <a href=\"https:\/\/www.creactivitat.com\/ca\/debat-big-data-creativitat-i-influencers\/\" target=\"_blank\" rel=\"noopener\"><strong>Big Data<\/strong><\/a>, les empreses poden registrar i analitzar dades per a un posterior \u00fas orientat al client basant-se en la integraci\u00f3 de les seves estad\u00edstiques de comportament i h\u00e0bits de consum.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">El factor clau avui dia \u00e9s el coneixement del client, per la qual cosa s&#8217;est\u00e0 implantant en les empreses una cultura centrada en el mateix. Els h\u00e0bits de consum tendeixen a l&#8217;individual i a l&#8217;aut\u00e8ntic, per la qual cosa les marques s&#8217;han d&#8217;adaptar a les noves tend\u00e8ncies per a poder proporcionar aquesta sensaci\u00f3 d&#8217;exclusivitat.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Aquesta tend\u00e8ncia implica deixar enrere la comunicaci\u00f3 massiva unidireccional de les marques cap als usuaris, ja que l&#8217;impacte d&#8217;una interacci\u00f3 personalitzada i directa \u00e9s molt major. A m\u00e9s, el *conversational m\u00e0rqueting va cobrant rellev\u00e0ncia, \u00e9s a dir, el temps i la immediatesa entren en joc i l&#8217;\u00fas de serveis de missatgeria instant\u00e0nia o <a href=\"https:\/\/www.creactivitat.com\/ca\/chatbots-atencio-instantania-per-a-lusuari\/\" target=\"_blank\" rel=\"noopener\"><strong>chatbots<\/strong><\/a> \u00e9s cada vegada m\u00e9s habitual en les companyies.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">D&#8217;altra banda, cal destacar l&#8217;oportunitat que ens proporciona el coneixement dels clients per a aprofitar els micro-moments i poder anticipar-se a les seves necessitats. Actualment, tenim les eines necess\u00e0ries per a buscar informaci\u00f3 immediata davant qualsevol dubte o problema, per la qual cosa avan\u00e7ar-se a aquestes cerques i estar presents amb la informaci\u00f3 correcta i necess\u00e0ria \u00e9s el primer pas per a establir una bona relaci\u00f3 amb els usuaris.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Finalment, si aprofundim m\u00e9s en el concepte de *Mindful M\u00e0rqueting, observem que, a m\u00e9s de posar al consumidor en el centre de la seva estrat\u00e8gia, les causes socials i ambientals cobren import\u00e0ncia, \u00e9s a dir, les noves generacions s\u00f3n molt conscients de la responsabilitat que tenen les grans marques sobre aquests aspectes i esperen d&#8217;elles un comprom\u00eds social.<\/span><\/p>\n<ul>\n<li class=\"western\">\n<h2 id=\"consumer-generated-content\">Consumer Generated Content<\/h2>\n<\/li>\n<\/ul>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Com es comentava anteriorment, el m\u00e0rqueting s&#8217;est\u00e0 centrant cada vegada m\u00e9s en el client, personalitzant les interaccions i establint una relaci\u00f3 m\u00e9s directa. D&#8217;altra banda, la publicitat, tal com es coneix fins avui, t\u00e9 cada vegada menys impacte en la decisi\u00f3 de compra dels consumidors segons dades de Forbes.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">D&#8217;aquests canvis sorgeix un nou concepte: <strong>Consumer Generated Content<\/strong>, que es basa principalment en qu\u00e8 el client o consumidor \u00e9s el que genera el contingut per a publicitar-lo a trav\u00e9s de les m\u00faltiples eines digitals. D&#8217;aquesta forma, el contingut es comparteix i s&#8217;expandeix entre el n\u00ednxol de mercat al qual pertany l&#8217;usuari i es genera pres\u00e8ncia de marca.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Segons un estudi de Nielsen, <\/span><span lang=\"ca-ES\"><i>\u2018\u2018el 92% dels consumidors confia m\u00e9s en l&#8217;opini\u00f3 d&#8217;altres usuaris que en la publicitat de les marques\u2019\u2019<\/i><\/span><span lang=\"ca-ES\">. Aquesta nova forma de publicitat \u00e9s un avantatge per a les empreses, perqu\u00e8 suposa un estalvi de temps i diners a m\u00e9s de mantenir una tend\u00e8ncia a l&#8217;al\u00e7a.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Aquest tipus de publicitat generada pels usuaris es pot trobar habitualment en els comentaris, qualificacions o valoracions dels clients despr\u00e9s de consumir el producte o servei i, com s&#8217;esmentava anteriorment, se suma tamb\u00e9 el format de v\u00eddeo i les recomanacions dels <\/span><a href=\"https:\/\/www.creactivitat.com\/ca\/talk-zero-moment-of-truth\/\" target=\"_blank\" rel=\"noopener\"><span lang=\"ca-ES\"><b>influencers<\/b><\/span><\/a><span lang=\"ca-ES\">. En aquest sentit, cada usuari passa a ser considerat com a <\/span><span lang=\"ca-ES\"><b>microinfluencer<\/b><\/span><span lang=\"ca-ES\"> que generar\u00e0 notorietat de la marca entre els seus seguidors, per la qual cosa les pr\u00f2pies empreses han de posar la seva obstinaci\u00f3 a generar experi\u00e8ncies \u00faniques per a cada client.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">En definitiva, no hi ha res m\u00e9s important que con\u00e8ixer els h\u00e0bits i el comportament dels clients, d&#8217;aquesta manera, es pot oferir un tracte personalitzat a l&#8217;hora de la crear relacions i fidelitzar.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">No totes les marques d&#8217;avui dia tenen aquesta cultura de centrar-se en el client, no obstant aix\u00f2, algunes molt reconegudes com Apple sempre estan al dia dels canvis en el mercat i estan cont\u00ednuament adaptant-se.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">A partir d&#8217;aquestes tend\u00e8ncies de M\u00e0rqueting Digital 2020, les marques o empreses haurien de plantejar-se definir una identitat pr\u00f2pia, uns valors i una filosofia per a poder centrar-se en generar experi\u00e8ncies \u00faniques als clients, ja que s\u00f3n aquests els que parlaran per elles.<\/span><\/p>\n<p class=\"western\" align=\"justify\"><span lang=\"ca-ES\">Per aix\u00f2, a <\/span><a href=\"https:\/\/www.creactivitat.com\/ca\/\" target=\"_blank\" rel=\"noopener\"><span lang=\"ca-ES\"><b>CREACTIVITAT<\/b><\/span><\/a><span lang=\"ca-ES\"> treballem per a definir i consolidar la <a href=\"https:\/\/www.creactivitat.com\/ca\/agencia\/identitat-corporativa-barcelona\/\" target=\"_blank\" rel=\"noopener\"><strong>identitat corporativa<\/strong><\/a> i les estrat\u00e8gies de <\/span><a href=\"https:\/\/www.creactivitat.com\/ca\/agencia\/marqueting-digital-barcelona\/\" target=\"_blank\" rel=\"noopener\"><span lang=\"ca-ES\"><b>M\u00e0rqueting Digital<\/b><\/span><\/a><span lang=\"ca-ES\"> dels nostres clients des de Barcelona, ajudant-los a establir una relaci\u00f3 directa amb el seu p\u00fablic objectiu i a transmetre la seva filosofia de marca, els seus valors i augmentar les vendes a trav\u00e9s de mitjans digitals.<\/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>V\u00eddeo M\u00e0rqueting Segons estudis recents, cada dia es visualitzen m\u00e9s de 100 milions d\u2019hores de v\u00eddeo a Facebook. D\u2019altra banda, YouTube compta amb m\u00e9s de 1.000 milions d\u2019usuaris actius. En definitiva, el format v\u00eddeo segueix jugant un paper cada cop m\u00e9s rellevant i totes les firmes el van incloent progressivament a les seves estrat\u00e8gies de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4480,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[27,1],"tags":[],"class_list":["post-4128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-ca","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 II &#8226; CREACTIVITAT<\/title>\n<meta name=\"description\" content=\"Us presentem m\u00e9s tend\u00e8ncies de M\u00e0rqueting Digital per al 2020 per a destacar en el mercat actual des de ls 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-ii\/\" \/>\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 II &#8226; 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