{"id":4288,"date":"2019-12-20T11:26:28","date_gmt":"2019-12-20T09:26:28","guid":{"rendered":"https:\/\/www.creactivitat.com\/talk-zero-moment-of-truth-y-marketing-de-influencia\/"},"modified":"2021-10-06T13:10:57","modified_gmt":"2021-10-06T11:10:57","slug":"talk-zero-moment-of-truth-y-marketing-de-influencia","status":"publish","type":"post","link":"https:\/\/www.creactivitat.com\/en\/talk-zero-moment-of-truth-y-marketing-de-influencia\/","title":{"rendered":"Talk: Zero Moment of Truth y Marketing de influencia"},"content":{"rendered":"<p>El pasado mes de Noviembre, <strong><em>Creactivitat<\/em><\/strong> asisti\u00f3 a un evento organizado por <strong><em>Barcelona Activa<\/em><\/strong>, con la colaboraci\u00f3n de la <i>Harbour Space University<\/i>, en la que <strong>Stephanie Schwab<\/strong>, como directiva ejecutiva de la agencia <em>Crackerjack Marketing<\/em>, debati\u00f3 sobre el poder del <strong>marketing de influencia<\/strong> y su capacidad para determinar la decisi\u00f3n de compra final de los usuarios. En el contexto de esta charla, Stephanie Schwab introdujo el concepto <strong><i>Zero Moment of Truth<\/i> (ZMOT)<\/strong> para razonar sobre el cambio de paradigma alrededor de esta nueva tendencia comercial.<\/p>\n<p align=\"justify\">El ZMOT es un t\u00e9rmino que <em>Google<\/em> concebi\u00f3 en 2011, a trav\u00e9s de la obra: <i>Winning the Zero Moment of Truth<\/i>. Es la concepci\u00f3n de que el usuario, tiende a tomar <strong>decisiones de compra<\/strong> mucho antes de llegar al <strong>punto de venta<\/strong> final. Tal y como explicaba Stephanie Schwab, a trav\u00e9s de la <strong>omnipresencia de los <i>smartphones<\/i><\/strong>\u00a0el comportamiento de compra del cliente cambia. Los potenciales clientes de productos y\/o servicios se informan de forma <i>online<\/i> sobre algo de lo que pueden estar interesados. P\u00e1ginas especializadas, comparadores y\/o personas con conocimientos avanzados en la materia, se convierten ahora en influenciadores directos en las decisiones de compra de estos usuarios.<\/p>\n<p align=\"justify\">Los <strong><i>influencers<\/i><\/strong> son personas especializadas en nichos de mercado cada vez m\u00e1s concretos, que son seguidos por un n\u00famero elevado de usuarios en las redes. Con la p\u00e9rdida de credibilidad de las marcas, se abre una oportunidad para estos expertos, que son reclamados por las empresas para \u201cvender\u201d sus productos. Un traspaso de poderes, en el que todos los actores involucrados en el proceso de compra salen claramente beneficiados. Es lo que Stephanie Schwab denomin\u00f3 las <strong>3W: <em>win brand, win customers, win consumers<\/em><\/strong>.<\/p>\n<p align=\"justify\">Ante este escenario, las empresas se ven obligadas a adaptar sus <strong>estrategias de marketing<\/strong> a la conducta de este nuevo perfil de cliente, poniendo en el eje central del proceso al <i>influencer<\/i>. Las marcas empiezan a investigar los <strong>h\u00e1bitos online<\/strong> de su p\u00fablico objetivo, para conocer qu\u00e9 intereses tienen, qui\u00e9nes son sus influenciadores directos y en qu\u00e9 redes est\u00e1n presentes. Son estas empresas las que ahora trabajan para los <i>influencers<\/i>, ofreci\u00e9ndoles<strong> contenido de valor<\/strong>, <strong>actualizado<\/strong> y <strong>optimizado<\/strong> para responder a las preguntas y necesidades de su p\u00fablico objetivo. Un contexto que deja a estos <i>influencers<\/i> como mediadores entre empresas y consumidores finales, gracias a la confianza que se han ganado entre un nicho de clientes potenciales para esas marcas.<\/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>Departamento de Marketing<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El pasado mes de Noviembre, Creactivitat asisti\u00f3 a un evento organizado por Barcelona Activa, con la colaboraci\u00f3n de la Harbour Space University, en la que Stephanie Schwab, como directiva ejecutiva de la agencia Crackerjack Marketing, debati\u00f3 sobre el poder del marketing de influencia y su capacidad para determinar la decisi\u00f3n de compra final de los [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1372,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[28,2],"tags":[],"class_list":["post-4288","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Talk: Zero Moment of Truth y Marketing de influencia &#8226; CREACTIVITAT<\/title>\n<meta name=\"description\" content=\"Talk: Zero Moment of Truth y Marketing de influencia\" \/>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Talk: Zero Moment of Truth y Marketing de influencia\" \/>\n<meta property=\"og:description\" content=\"Talk: Zero Moment of Truth y Marketing de influencia\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.creactivitat.com\/en\/talk-zero-moment-of-truth-y-marketing-de-influencia\/\" \/>\n<meta property=\"og:site_name\" content=\"CREACTIVITAT\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/creactivitat.webs\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-20T09:26:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-06T11:10:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.creactivitat.com\/wp-content\/uploads\/2018\/12\/marketing_influencer.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1131\" \/>\n\t<meta property=\"og:image:height\" content=\"636\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin_creac\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CreactivitatDT\" \/>\n<meta name=\"twitter:site\" content=\"@CreactivitatDT\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin_creac\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Talk: Zero Moment of Truth y Marketing de influencia &#8226; 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