{"id":5836,"date":"2020-11-27T12:00:22","date_gmt":"2020-11-27T17:00:22","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5836"},"modified":"2020-11-23T11:23:14","modified_gmt":"2020-11-23T16:23:14","slug":"se-aproxima-la-navidad-mas-digital-de-la-historia","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/se-aproxima-la-navidad-mas-digital-de-la-historia\/","title":{"rendered":"Se aproxima la Navidad m\u00e1s digital de la historia"},"content":{"rendered":"<p>La consultora tecnol\u00f3gica\u00a0<strong><a href=\"https:\/\/vanadis.es\/\" target=\"_blank\" rel=\"noopener noreferrer\">Vanadis<\/a><\/strong>, especializada en transformaci\u00f3n digital, ha realizado un\u00a0<strong>estudio sobre el<a href=\"https:\/\/comunicacionmarketing.es\/marketing\/17\/11\/2020\/la-pandemia-activa-la-transformacion-tecnologica-de-los-retailers-espanoles\/18458.html\">\u00a0impacto de la pandemia<\/a>\u00a0en los h\u00e1bitos de consumo<\/strong>\u00a0de los espa\u00f1oles durante la campa\u00f1a navide\u00f1a de este a\u00f1o.<\/p>\n<p>Uno de los resultados m\u00e1s curiosos es que\u00a0<strong>este a\u00f1o ser\u00e1 el m\u00e1s digital de la historia<\/strong>\u00a0tanto a la hora de comprar como en la rutina de los consumidores y en la forma de relacionarse. Las principales conclusiones del informe se pueden resumir en\u00a0<strong>cinco nuevos h\u00e1bitos digitales<\/strong>:<\/p>\n<h4>Enorme subida de las compras online<\/h4>\n<p>A pesar de que la\u00a0<a href=\"https:\/\/diariodigitalis.com\/comercio-electronico\/2020\/11\/19\/el-11-de-las-ventas-totales-en-espana-son-de-comercio-electronico\/\">tendencia de crecimiento del e-commerce<\/a>\u00a0ya se iba notando desde hace algunos a\u00f1os, el confinamiento ha pisado el acelerador sobre la digitalizaci\u00f3n de los comercios y ha aumentado la fidelizaci\u00f3n de m\u00e1s consumidores online. Desde Vanadis confirman que\u00a0<strong>4 de cada 5 regalos\u00a0se comprar\u00e1n por el canal online para evitar el tener que ir a centros comerciales este a\u00f1o<\/strong>.<\/p>\n<h4>Las reuniones familiares virtuales ser\u00e1n parte de la nueva normalidad<\/h4>\n<p>El informe tambi\u00e9n revela que \u201c<strong>el 78% de los espa\u00f1oles reconoce que tiene asumido que tendr\u00e1n que celebrar la\u00a0<a href=\"https:\/\/comunicacionmarketing.es\/marketing\/11\/11\/2020\/el-45-de-los-consumidores-comprara-online-en-black-friday-y-navidad\/18402.html\">Navidad<\/a>\u00a0con familiares a trav\u00e9s de una\u00a0videoconferencia<\/strong>\u201c. Y es que el uso de las aplicaciones digitales para sociabilizar y para hacer reuniones familiares ha pasado de ser un 22% al inicio de la pandemia a un 86% actualmente.<\/p>\n<h4>Las listas de deseos online cobran m\u00e1s importancia<\/h4>\n<p>La encuesta de Vanadis tambi\u00e9n indica que\u00a0<strong>el 67% de los espa\u00f1oles ya han preparado su lista de deseos en ecommerce<\/strong>, grandes almacenes online y\u00a0marketplaces\u00a0para compartir sus cartas de regalos.<\/p>\n<h4>Las felicitaciones ser\u00e1n virtuales<\/h4>\n<p>Debido a las precauciones sanitarias y al miedo a contagiarse, las felicitaciones virtuales sustituir\u00e1n por completo a las tarjetas cl\u00e1sicas. En concreto,\u00a0<strong>el 80% de las felicitaciones que se manden estar\u00e1n en formato online y personalizable<\/strong>.<\/p>\n<h4>Los pagos a distancia, imprescindibles<\/h4>\n<p>Por su parte, el 84% de los espa\u00f1oles utilizan sistemas de pago a distancia para sus compras. De modo que, las\u00a0herramientas de pago sin contacto\u00a0y la posibilidad de<strong>\u00a0comprar v\u00eda app o micropagos ser\u00e1n imprescindibles para garantizar el \u00e9xito de los comercios<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5837 alignleft\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/11\/sasd-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/11\/sasd-300x200.jpg 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/11\/sasd.jpg 645w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>La publicidad juega un papel importante a la hora de aumentar las ventas online. Por ello, las marcas deben estar al d\u00eda con las preferencias de los usuarios en este sentido. Por ejemplo,\u00a0el 77% de los consumidores considera que<strong>\u00a0<a href=\"https:\/\/comunicacionmarketing.es\/comunicacion\/16\/11\/2020\/las-expectativas-del-consumidor-sobre-la-publicidad-en-tiempos-de-covid-19\/18445.html\">la publicidad tendr\u00eda que volver a ser normal<\/a><\/strong>. Mientras que un 69% defiende que la publicidad deber\u00eda tener\u00a0m\u00e1s tacto y sensibilidad a la hora de hablar sobre la nueva normalidad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La consultora tecnol\u00f3gica\u00a0Vanadis, especializada en transformaci\u00f3n digital, ha realizado un\u00a0estudio sobre el\u00a0impacto de la pandemia\u00a0en los h\u00e1bitos de consumo\u00a0de los espa\u00f1oles durante la campa\u00f1a navide\u00f1a de este a\u00f1o. Uno de los resultados m\u00e1s curiosos es que\u00a0este a\u00f1o ser\u00e1 el m\u00e1s digital de la historia\u00a0tanto a la hora de comprar como en la rutina de los [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":5837,"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-5836","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>Se aproxima la Navidad m\u00e1s digital de la historia | 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\/se-aproxima-la-navidad-mas-digital-de-la-historia\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Se aproxima la Navidad m\u00e1s digital de la historia | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"La consultora tecnol\u00f3gica\u00a0Vanadis, especializada en transformaci\u00f3n digital, ha realizado un\u00a0estudio sobre el\u00a0impacto de la pandemia\u00a0en los h\u00e1bitos de consumo\u00a0de los espa\u00f1oles durante la campa\u00f1a navide\u00f1a de este a\u00f1o. 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