{"id":5721,"date":"2020-10-29T16:27:23","date_gmt":"2020-10-29T21:27:23","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5721"},"modified":"2020-10-29T16:27:23","modified_gmt":"2020-10-29T21:27:23","slug":"el-black-friday-2020-sera-mas-digital-mas-adulto-menos-polarizado-y-mas-largo","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/el-black-friday-2020-sera-mas-digital-mas-adulto-menos-polarizado-y-mas-largo\/","title":{"rendered":"El Black Friday 2020 ser\u00e1 m\u00e1s digital, m\u00e1s adulto, menos polarizado y m\u00e1s largo"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5722 aligncenter\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/10\/rgerg-300x176.jpg\" alt=\"\" width=\"300\" height=\"176\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/10\/rgerg-300x176.jpg 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/10\/rgerg-768x450.jpg 768w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/10\/rgerg.jpg 1024w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Hace unas semanas,\u00a0Ymedia Vizeum present\u00f3 Big Marketing Questions, una iniciativa que busca\u00a0<strong>responder de forma regular a las preguntas sobre marketing y comunicaci\u00f3n que les hacen llegar los CMOs y CEOs<\/strong>. Tras una primera entrega en la que David Esquinas, director general de Ymedia Vizeum Madrid, reflexion\u00f3 sobre la pregunta \u00bfSomos hoy menos eficientes a la hora de construir audiencias que hace cinco a\u00f1os?, llega una nueva cuesti\u00f3n:\u00a0<strong>\u00bfPodr\u00e1 el COVID-19 acabar con el Black Friday?<\/strong><\/p>\n<p>En un a\u00f1o tan at\u00edpico a causa de la pandemia del coronavirus y las restricciones para evitar los contagios,\u00a0<strong>la previsi\u00f3n es que esta fecha tan se\u00f1alada en el calendario marketero tenga un gran \u00e9xito debido al aumento del dinero disponible para las compras, la demanda embolsada o la necesidad de autoindulgencia materializada en la compra por venganza<\/strong>.<\/p>\n<p>Seg\u00fan explica\u00a0<strong>Sandra Ugena, Business Leader en Ymedia Vizeum<\/strong>, la suma de todos estos factores adelanta una alta demanda y una movilizaci\u00f3n de m\u00e1s del 40% de la poblaci\u00f3n espa\u00f1ola.<\/p>\n<div class=\"video-day\">\n<div class=\"rll-youtube-player\" data-src=\"\/\/www.youtube.com\/embed\/irhPbILs-54\" data-id=\"irhPbILs-54\" data-query=\"enablejsapi=1&amp;version=3&amp;rel=0&amp;showinfo=0&amp;controls=0\">\n<div data-id=\"irhPbILs-54\" data-query=\"enablejsapi=1&amp;version=3&amp;rel=0&amp;showinfo=0&amp;controls=0\" data-src=\"\/\/www.youtube.com\/embed\/irhPbILs-54\"><img loading=\"lazy\" decoding=\"async\" class=\"lazyloaded\" src=\"https:\/\/i.ytimg.com\/vi\/irhPbILs-54\/hqdefault.jpg\" alt=\"\" width=\"480\" height=\"360\" data-ll-status=\"loaded\" \/><\/p>\n<div class=\"play\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>El Black Friday se celebrar\u00e1 el 27 de noviembre y, cuando falta menos de un mes,\u00a0<strong>las conversaciones en las redes sociales sobre este d\u00eda han aumentado ya un 26% y las b\u00fasquedas se han incrementado un 5% con respecto al a\u00f1o pasado<\/strong>.<\/p>\n<p>Hay una serie de cambios en este Black Friday con respecto al de 2019, comenzando por el hecho de que ser\u00e1\u00a0<strong>mucho m\u00e1s digital<\/strong>, tanto en la fase de research como en la compra final. Adem\u00e1s, ser\u00e1\u00a0<strong>m\u00e1s adulto<\/strong>, especialmente concentrado a partir de los 45 a\u00f1os. El Black Friday 2020 estar\u00e1\u00a0<strong>menos polarizado<\/strong>\u00a0y, aunque siga habiendo \u00abcazachollos\u00bb y haters, el grueso se concentra en un consumidor receptivo pero m\u00e1s prudente e informado. Por \u00faltimo, ser\u00e1<strong>\u00a0m\u00e1s largo<\/strong>, ya que el 60% de los consumidores est\u00e1n indecisos y comienzan la fase de research hasta un mes antes, momento en el que los anunciantes deber\u00e1n ampliar su penetraci\u00f3n.\u00a0<strong>Adelantar la comunicaci\u00f3n en Black Friday este a\u00f1o ser\u00e1 un 6% m\u00e1s eficiente.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-589632 lazyloaded\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2020\/10\/black-friday-2020.jpg\" alt=\"Black Friday 2020\" width=\"626\" height=\"364\" data-ll-status=\"loaded\" \/><\/p>\n<p>Las marcas deber\u00e1n tomar buena nota de todos estos cambios para conectar con el consumidor este a\u00f1o y aprovechar la gran baza que brinda el Black Friday. Desde Ymedia Vizeum destacan que, \u00absi bien es cierto que se pueden considerar ciertos riesgos como el aumento de algunos costes, la alta saturaci\u00f3n o el enfado de las personas por el ruido y la falta de transparencia de los mensajes,\u00a0<strong>unos contenidos honestos e innovadores y una clara estrategia de anticipaci\u00f3n pueden convertir Black Friday 2020 en uno de los mejores momentos para las marcas<\/strong>\u00ab<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hace unas semanas,\u00a0Ymedia Vizeum present\u00f3 Big Marketing Questions, una iniciativa que busca\u00a0responder de forma regular a las preguntas sobre marketing y comunicaci\u00f3n que les hacen llegar los CMOs y CEOs. Tras una primera entrega en la que David Esquinas, director general de Ymedia Vizeum Madrid, reflexion\u00f3 sobre la pregunta \u00bfSomos hoy menos eficientes a la [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":5722,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[127,128],"class_list":["post-5721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El Black Friday 2020 ser\u00e1 m\u00e1s digital, m\u00e1s adulto, menos polarizado y m\u00e1s largo | Marketing Zone Icesi<\/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:\/\/www.icesi.edu.co\/marketingzone\/el-black-friday-2020-sera-mas-digital-mas-adulto-menos-polarizado-y-mas-largo\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El Black Friday 2020 ser\u00e1 m\u00e1s digital, m\u00e1s adulto, menos polarizado y m\u00e1s largo | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Hace unas semanas,\u00a0Ymedia Vizeum present\u00f3 Big Marketing Questions, una iniciativa que busca\u00a0responder de forma regular a las preguntas sobre marketing y comunicaci\u00f3n que les hacen llegar los CMOs y CEOs. Tras una primera entrega en la que David Esquinas, director general de Ymedia Vizeum Madrid, reflexion\u00f3 sobre la pregunta \u00bfSomos hoy menos eficientes a la [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/el-black-friday-2020-sera-mas-digital-mas-adulto-menos-polarizado-y-mas-largo\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Zone Icesi\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Marketingzoneicesi\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-29T21:27:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/10\/rgerg.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marketing Zone Icesi\" \/>\n<meta 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