{"id":5829,"date":"2020-11-25T18:00:18","date_gmt":"2020-11-25T23:00:18","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5829"},"modified":"2020-11-23T11:06:42","modified_gmt":"2020-11-23T16:06:42","slug":"5-predicciones-clave-del-marketing-digital-para-la-remontada-economica-tras-la-covid-19","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/5-predicciones-clave-del-marketing-digital-para-la-remontada-economica-tras-la-covid-19\/","title":{"rendered":"5 predicciones clave del marketing digital para la remontada econ\u00f3mica tras la COVID-19"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5652 alignleft\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/09\/5413-300x176.jpg\" alt=\"\" width=\"300\" height=\"176\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/09\/5413-300x176.jpg 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/09\/5413-768x450.jpg 768w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/09\/5413.jpg 1024w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>La pandemia ha impactado en nuestras vidas de manera decisiva, implantando nuevas rutinas y transformando el mercado y la manera de consumir. Lo m\u00e1s destacable de estos cambios es\u00a0<strong>la acelerada transici\u00f3n digital, que, adem\u00e1s, ha supuesto la supervivencia de miles de negocios<\/strong>\u00a0en este escenario. El equipo de\u00a0<a class=\"external\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/es-es\/?gclid=CjwKCAiAzNj9BRBDEiwAPsL0d13LjU0C1hA1XL4vNkMuZw6k1rHqzWWdiEetzjzqG__hoJjLekLVNhoCaekQAvD_BwE\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Think With Google\u00a0<\/a>ha elaborado 5 predicciones para orientar a las empresas hacia la recuperaci\u00f3n econ\u00f3mica; y todas apuntan al marketing digital y a la necesidad de seguir explotando las ventajas de las herramientas online.<\/p>\n<div id=\"vidoomy\"><\/div>\n<p><strong>1. La\u00a0<a href=\"https:\/\/www.marketingdirecto.com\/especiales\/dmexco\/transformacion-digital-mete-turbo-espoleada-coronavirus\" target=\"_blank\" rel=\"follow noopener noreferrer\">transformaci\u00f3n digital<\/a>\u00a0ser\u00e1 clave para acelerar la recuperaci\u00f3n econ\u00f3mica y el crecimiento empresarial<\/strong><\/p>\n<p>A pesar de que muchas empresas han adoptado soluciones digitales para paliar los efectos de las restricciones sanitarias, muchas de ellas son \u201cparches temporales\u201d que solo funcionan a corto plazo.\u00a0<strong>Ahora, la inversi\u00f3n acertada es trabajar en soluciones a largo plazo ya que es posible que los cambios en los h\u00e1bitos de consumo se mantengan en el tiempo<\/strong>\u00a0incluso pasada la pandemia. De hecho, las empresas que aprovechen la oportunidad destacar\u00e1n en el futuro por su agilidad (\u201cya estar\u00e1n preparadas\u201d) y podr\u00e1n destacar en otros campos como el de la sostenibilidad.<\/p>\n<p>\u201cLa medici\u00f3n y la automatizaci\u00f3n inteligentes pueden ser herramientas realmente \u00fatiles para satisfacer la cambiante demanda de los consumidores y aumentar el valor de las inversiones en marketing\u201d, se\u00f1ala Camilla Steward, Digital Marketing Transformation Lead de Google.<\/p>\n<p><strong>2. El aumento de la adopci\u00f3n del comercio electr\u00f3nico aumenta la necesidad de operar a trav\u00e9s de distintos canales<\/strong><\/p>\n<p>El recorrido de los consumidores, ahora que se centra en el plano online, es cada vez m\u00e1s complejo.\u00a0<strong>Los usuarios saltan de un canal a otro para comparar,<a href=\"https:\/\/www.marketingdirecto.com\/anunciantes-general\/anunciantes\/confinamiento-muchos-consumidores-coquetearon-marcas-nuevas-siguen-fieles-ellas\" target=\"_blank\" rel=\"follow noopener noreferrer\">explorar y encontrar<\/a>\u00a0nuevas facilidades. Saber sacar ventaja de estos movimientos y fomentar la omnicanalidad<\/strong>\u00a0para explotar sus beneficios (venta cruzada, aceleraci\u00f3n de la compra) puede ser realmente beneficioso. Todos, absolutamente todos los canales, son importantes y hay que cuidarlos, incluyendo la tienda f\u00edsica. La experiencia de compra y la garant\u00eda de ciertos factores como la seguridad, la sencillez del pago o la comodidad del cliente determinar\u00e1n que el p\u00fablico se decante por nuestro negocio antes que por otro.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-593344 aligncenter lazyloaded\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2020\/11\/negocios-digitalizacion-covid.jpg\" alt=\"consumidores tendencias marketing digital\" width=\"626\" height=\"364\" data-ll-status=\"loaded\" \/><\/p>\n<p><strong>3. Las aplicaciones ser\u00e1n un gran motor de crecimiento, pero la experiencia que ofrezcas ser\u00e1 clave<\/strong><\/p>\n<p>Las\u00a0<a href=\"https:\/\/www.marketingdirecto.com\/digital-general\/mobile-marketing\/que-apps-son-mas-contagiosamente-populares-tiempos-coronavirus\" target=\"_blank\" rel=\"follow noopener noreferrer\">aplicaciones\u00a0<\/a>pegaron\u00a0<strong>un \u201cboom\u201d de hasta el 20% durante el confinamiento<\/strong>. No podemos ignorar el potencial de este dato. Adem\u00e1s de una excelente herramienta para mejorar la satisfacci\u00f3n y servicios para los clientes,\u00a0<strong>pueden ser una \u00fatil fuente de informaci\u00f3n si sabemos leer las tendencias.<\/strong><\/p>\n<p>Nicola Reasoner (App Product Marketing Manager de Google) explica: \u201cVeamos el ejemplo de Starbucks. La empresa de caf\u00e9 ha podido abrir sus tiendas manteniendo el distanciamiento social gracias a los pedidos en la aplicaci\u00f3n. Invertir en su aplicaci\u00f3n ha permitido a la cadena reducir el tiempo de espera en sus establecimientos y reducir las colas en horas punta\u201d.<\/p>\n<p><strong>4. Comportamientos de compra transfronteriza y vuelta del comercio internacional<\/strong><\/p>\n<p>En\u00a0<a class=\"external\" href=\"https:\/\/es.wikipedia.org\/wiki\/Europa,_Oriente_Medio_y_%C3%81frica\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">EMEA<\/a>, los consumidores no han cambiado sus comportamientos con respecto a las compras en el extranjero a pesar de los problemas de distribuci\u00f3n que ha acarreado la pandemia. De hecho,\u00a0<strong>las nuevas tendencias de consumo pueden potenciar<a href=\"https:\/\/www.marketingdirecto.com\/digital-general\/e-commerce\/80-comercios-online-ventas-internacionales-campana-navidena\" target=\"_blank\" rel=\"follow noopener noreferrer\">la oportunidad del comercio transfronterizo<\/a>. Esto se debe a que pasamos m\u00e1s tiempo navegando por la web,<\/strong>\u00a0lo que nos abre m\u00e1s puertas a nuevos negocios y productos m\u00e1s all\u00e1 de los habituales; adem\u00e1s, nuestra predisposici\u00f3n a las compras online es mayor (ahora nos fiamos m\u00e1s de ello).<\/p>\n<p><strong>5. Las tendencias de consumo ser\u00e1n clave para planificar de cara al 2021<\/strong><\/p>\n<p>La informaci\u00f3n va a ser m\u00e1s valiosa que nunca de ahora en adelante; y\u00a0<strong>aquellos negocios que est\u00e9n al pie de las tendencias o se adelanten a ellas ser\u00e1n los que sobrevivan<\/strong>. Las empresas se ver\u00e1n obligadas a\u00a0<a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/la-innovacion-es-la-prioridad-numero-uno-de-los-profesionales-del-marketing\" target=\"_blank\" rel=\"follow noopener noreferrer\"><strong>innovar<\/strong><\/a>, a\u00a0<strong>flexibilizar<\/strong>\u00a0y\u00a0<strong>expandir<\/strong>\u00a0sus servicios (ahora, lo queremos todo \u201ccerca\u201d y \u201cal momento\u201d), y adaptarse a una demanda heterog\u00e9nea online que exige condiciones iguales para todo tipo de productos.<\/p>\n<p>En definitiva, observar, analizar, anticiparse y responder con agilidad puede ser una coreograf\u00eda estrat\u00e9gica de \u00e9xito en este contexto.<\/p>\n<p><a href=\"https:\/\/www.marketingdirecto.com\/digital-general\/digital\/5-predicciones-clave-marketing-digital-covid\">Fuente: https:\/\/www.marketingdirecto.com\/digital-general\/digital\/5-predicciones-clave-marketing-digital-covid<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La pandemia ha impactado en nuestras vidas de manera decisiva, implantando nuevas rutinas y transformando el mercado y la manera de consumir. Lo m\u00e1s destacable de estos cambios es\u00a0la acelerada transici\u00f3n digital, que, adem\u00e1s, ha supuesto la supervivencia de miles de negocios\u00a0en este escenario. El equipo de\u00a0Think With Google\u00a0ha elaborado 5 predicciones para orientar a [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":5652,"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-5829","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>5 predicciones clave del marketing digital para la remontada econ\u00f3mica tras la COVID-19 | 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\/5-predicciones-clave-del-marketing-digital-para-la-remontada-economica-tras-la-covid-19\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 predicciones clave del marketing digital para la remontada econ\u00f3mica tras la COVID-19 | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"La pandemia ha impactado en nuestras vidas de manera decisiva, implantando nuevas rutinas y transformando el mercado y la manera de consumir. 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