{"id":760,"date":"2018-12-03T09:00:11","date_gmt":"2018-12-03T07:00:11","guid":{"rendered":"https:\/\/www.creactivitat.cat\/?p=760"},"modified":"2026-07-17T21:10:37","modified_gmt":"2026-07-17T19:10:37","slug":"talk-zero-moment-of-truth","status":"publish","type":"post","link":"https:\/\/www.creactivitat.com\/ca\/talk-zero-moment-of-truth\/","title":{"rendered":"Talk: Zero Moment of Truth i M\u00e0rqueting d&#8217;influ\u00e8ncia"},"content":{"rendered":"<blockquote>\n<h1 style=\"text-align: center;\"><span style=\"color: #ff0000;\">Talk:<\/span> Zero Moment of Truth i M\u00e0rqueting d&#8217;influ\u00e8ncia<\/h1>\n<p style=\"text-align: center;\">El mes de novembre passat, <em><strong>Creactivitat<\/strong><\/em> va assistir a un esdeveniment organitzat per <strong>Barcelona Activa<\/strong>, amb la col\u00b7laboraci\u00f3 de la <em>Harbour Space University<\/em>, en la qual <strong>Stephanie Schwab<\/strong>, com a directiva executiva de l&#8217;ag\u00e8ncia<em> Crackerjack M\u00e0rqueting<\/em>, va debatre sobre el poder del m\u00e0rqueting d&#8217;influ\u00e8ncia i la seva capacitat per a determinar la decisi\u00f3 de compra final dels usuaris. En el context d&#8217;aquesta xerrada, Stephanie Schwab va introduir el concepte <strong><em>Zero Moment of Truth<\/em> (ZMOT)<\/strong> per a raonar sobre el canvi de paradigma al voltant d&#8217;aquesta nova tend\u00e8ncia comercial.<\/p>\n<\/blockquote>\n<p>El ZMOT \u00e9s un terme que <em>Google<\/em> va concebre al 2011, a trav\u00e9s de l&#8217;obra: <em>Winning the Zero Moment of Truth<\/em>. \u00c9s la concepci\u00f3 que l&#8217;usuari, tendeix a prendre <strong>decisions de compra<\/strong> molt abans d&#8217;arribar al <strong>punt de venda<\/strong> final. Tal com explicava Stephanie Schwab, a trav\u00e9s de <strong>l&#8217;omnipres\u00e8ncia dels <a href=\"https:\/\/www.creactivitat.com\/agencia\/solucions-mobils-barcelona\/\" target=\"_blank\" rel=\"noopener\">tel\u00e8fons intel\u00b7ligents<\/a>,<\/strong>\u00a0el comportament de compra del client canvia. Els potencials clients de productes i\/o serveis s&#8217;informen de forma <em>online<\/em> sobre certs productes del que poden estar interessats. P\u00e0gines especialitzades, comparadors i\/o persones amb coneixements avan\u00e7ats en la mat\u00e8ria, es converteixen ara en influenciadores directes en les decisions de compra d&#8217;aquests usuaris.<\/p>\n<p>Els <strong><em>influencers<\/em><\/strong> s\u00f3n persones especialitzades en n\u00ednxols de mercat cada vegada m\u00e9s concrets, que s\u00f3n seguits per un nombre elevat d&#8217;usuaris en les xarxes. Amb la p\u00e8rdua de credibilitat de les marques, s&#8217;obre una oportunitat per a aquests experts, que s\u00f3n reclamats per les empreses per a \u201cvendre\u201d els seus productes. Un trasp\u00e0s de poders, en el qual tots els actors involucrats en el proc\u00e9s de compra surten clarament beneficiats. \u00c9s el que Stephanie Schwab va denominar les <strong>3W: <em>win brand, win customers, win consumers<\/em><\/strong>.<\/p>\n<p>Davant aquest escenari, les empreses es veuen obligades a adaptar les seves <a href=\"https:\/\/www.creactivitat.com\/agencia\/marqueting-digital-barcelona\/\" target=\"_blank\" rel=\"noopener\"><strong>estrat\u00e8gies de m\u00e0rqueting<\/strong><\/a> a la conducta d&#8217;aquest nou perfil de client, posant en l&#8217;eix central del proc\u00e9s al <em>influencer<\/em>. Les marques comencen a investigar els <strong>h\u00e0bits online<\/strong> del seu p\u00fablic objectiu, per a con\u00e8ixer quins interessos tenen, qui s\u00f3n els seus influenciadores directes i en quines xarxes estan presents. S\u00f3n aquestes empreses les que ara treballen per als <em>influencers<\/em>, oferint-los <strong>contingut de valor, actualitzat i optimitzat<\/strong> per a respondre a les preguntes i necessitats del seu p\u00fablic objectiu. Un context que deixa a aquests <em>influencers<\/em> com a mediadors entre empreses i consumidors finals, gr\u00e0cies a la confian\u00e7a que s&#8217;han guanyat entre un n\u00ednxol de clients potencials per a aquestes marques.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/abelgonzalezlozano\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Abel Gonz\u00e1lez<\/em><\/a><\/p>\n<p><em>Departament de M\u00e0rqueting<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Talk: Zero Moment of Truth i M\u00e0rqueting d&#8217;influ\u00e8ncia El mes de novembre passat, Creactivitat va assistir a un esdeveniment organitzat per Barcelona Activa, amb la col\u00b7laboraci\u00f3 de la Harbour Space University, en la qual Stephanie Schwab, com a directiva executiva de l&#8217;ag\u00e8ncia Crackerjack M\u00e0rqueting, va debatre sobre el poder del m\u00e0rqueting d&#8217;influ\u00e8ncia i la seva [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1371,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[27,1],"tags":[],"class_list":["post-760","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>Talk: Zero Moment of Truth i M\u00e0rqueting d&#039;influ\u00e8ncia &#8226; 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