{"id":6110,"date":"2021-03-10T14:00:52","date_gmt":"2021-03-10T19:00:52","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6110"},"modified":"2021-03-04T17:13:54","modified_gmt":"2021-03-04T22:13:54","slug":"que-tendencias-guiaran-la-comunicacion-y-el-marketing-en-2021","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/que-tendencias-guiaran-la-comunicacion-y-el-marketing-en-2021\/","title":{"rendered":"\u00bfQu\u00e9 tendencias guiar\u00e1n la comunicaci\u00f3n y el marketing en 2021?"},"content":{"rendered":"<p class=\"paragraph\" data-gtm-element-container=\"modulo-texto-link\">\u201cEl bienestar, la seguridad y la salud son los tres ejes catalizadores que est\u00e1n guiando el consumo actual\u201d, asegura Gema Requena, fundadora de Nethunting, y a\u00f1ade: \u201cHace falta investigaci\u00f3n, an\u00e1lisis del pasado y reflexi\u00f3n en profundidad sobre qu\u00e9 pasar\u00e1 si estos comportamientos perviven m\u00e1s all\u00e1 de la pandemia\u201d. En esta l\u00ednea Requena impulsa iniciativas como los\u00a0<i><a href=\"https:\/\/www.youtube.com\/c\/gemarequena\/videos\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-gtm-element=\"container-child-link\">Di\u00e1logos de futuro<\/a><\/i>. \u201cEs una comunidad de innovadores, un proyecto de inteligencia colectiva y una herramienta cualitativa para identificar ingredientes que nos ayuden a dise\u00f1ar el futuro.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p class=\"paragraph\" data-gtm-element-container=\"modulo-texto-link\">El consumo de confort es definitorio del momento actual, y entorno a \u00e9l gira el concepto del hogar. Nuestra casa es ahora el refugio en medio de la crisis, y es el lugar donde pasa todo. \u201cQuiz\u00e1s despu\u00e9s habr\u00e1 un efecto rebote, pero por ahora prima invertir en el refugio para hacerlo tan c\u00f3modo como sea posible, para adaptarlo y flexibilizarlo\u201d, sostiene Requena.<\/p>\n<p class=\"paragraph\" data-gtm-element-container=\"modulo-texto-link\">En este sentido, hay modas tan vistosas como el &#8216;<i>cloffice<\/i>&#8216; (los\u00a0<i>closet-office<\/i>, es\u00a0decir, la oficina dentro del armario) o la ropa de estar por casa, con infinidad de modelos de ch\u00e1ndales y zapatillas, incluso en marcas de lujo.<\/p>\n<h3 class=\"subtitle\">Ser\u00e1 un a\u00f1o en el que las marcas tendr\u00e1n que decir, pero sobre todo hacer<\/h3>\n<p class=\"paragraph\" data-gtm-element-container=\"modulo-texto-link\">Para el consultor estrat\u00e9gico Jordi Guix, \u201cel a\u00f1o 2021 nos ofrece un contexto para revisar las necesidades que satisfacen los productos, volver a creer en la pir\u00e1mide de Maslow e ir escal\u00e1ndola\u201d. La pandemia tambi\u00e9n har\u00e1 replantearse a las marcas el valor de los contactos, analizar las posibilidades de nuevos canales y la fragmentaci\u00f3n de p\u00fablicos \u201csin que ello signifique necesariamente concentrarse en microaudiencias\u201d, apunta recordando los 2,5 millones de personas que vieron un directo del streamer TheGrefg en la plataforma Twitch.<\/p>\n<p class=\"paragraph\" data-gtm-element-container=\"modulo-texto-link\">Coincide con Requena en la importancia del compromiso con la transformaci\u00f3n y los objetivos de desarrollo sostenible. \u201cSer\u00e1 un a\u00f1o en el que las marcas tendr\u00e1n que decir, pero sobre todo hacer\u201d.<\/p>\n<h2 class=\"subtitle\">La importancia del prop\u00f3sito<\/h2>\n<p class=\"paragraph\" data-gtm-element-container=\"modulo-texto-link\">Aumenta y acelera la conciencia de activismo medioambiental y social a trav\u00e9s del consumo. \u201cLas marcas de futuro deber\u00e1n construirse en torno a un prop\u00f3sito: convertir la sostenibilidad en una ventaja competitiva\u201d, explica Guix. Seg\u00fan el Estudio sobre sostenibilidad de la Asociaci\u00f3n de Fabricantes y Distribuidores (AECOC) 2020, un 44% de los consumidores asegura haber dejado de comprar una marca que no ten\u00eda un prop\u00f3sito m\u00e1s all\u00e1 de lo econ\u00f3mico.<\/p>\n<p class=\"paragraph\" data-gtm-element-container=\"modulo-texto-link\">Entre las marcas que abanderan compromiso est\u00e1n\u00a0<a href=\"https:\/\/www.patagonia.com\/climate-crisis\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-gtm-element=\"container-child-link\">Patagonia<\/a>\u00a0y su lucha por el medio ambiente, los helados de\u00a0<a href=\"https:\/\/www.benjerry.com\/values\/issues-we-care-about\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-gtm-element=\"container-child-link\">Ben &amp; Jerry\u2019s<\/a>\u00a0y su defensa por los derechos humanos o los supermercados\u00a0<a href=\"http:\/\/shop.veritas.es\/reducir-iva-higiene-femenina\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-gtm-element=\"container-child-link\">Veritas<\/a>, que han rebajado el IVA de los productos de higiene femenina.<\/p>\n<p class=\"paragraph\" data-gtm-element-container=\"modulo-texto-link\">Con la pandemia, las personas est\u00e1n recapacitando sobre el impacto social y ambiental que genera su propio consumo. Aspectos que ya ten\u00edamos asumidos como el cuidado del medio ambiente, los productos org\u00e1nicos, etc., se hacen extensibles a gran parte de la sociedad. \u201cLo vemos con el consumo local, dar apoyo a las personas del entorno, que favorezca a aquellos que tienes cerca y que posiblemente lo necesitan. Todo esto tendr\u00e1 largo recorrido\u201d, sostiene Requena.<\/p>\n<p data-gtm-element-container=\"modulo-texto-link\">Fuente:\u00a0<a href=\"https:\/\/www.lavanguardia.com\/economia\/20210302\/6261635\/tendencias-guiaran-comunicacion-marketing-2021-brl.html\">https:\/\/www.lavanguardia.com\/economia\/20210302\/6261635\/tendencias-guiaran-comunicacion-marketing-2021-brl.html<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cEl bienestar, la seguridad y la salud son los tres ejes catalizadores que est\u00e1n guiando el consumo actual\u201d, asegura Gema Requena, fundadora de Nethunting, y a\u00f1ade: \u201cHace falta investigaci\u00f3n, an\u00e1lisis del pasado y reflexi\u00f3n en profundidad sobre qu\u00e9 pasar\u00e1 si estos comportamientos perviven m\u00e1s all\u00e1 de la pandemia\u201d. En esta l\u00ednea Requena impulsa iniciativas como [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":5691,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfQu\u00e9 tendencias guiar\u00e1n la comunicaci\u00f3n y el marketing en 2021? | 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\/que-tendencias-guiaran-la-comunicacion-y-el-marketing-en-2021\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 tendencias guiar\u00e1n la comunicaci\u00f3n y el marketing en 2021? | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"\u201cEl bienestar, la seguridad y la salud son los tres ejes catalizadores que est\u00e1n guiando el consumo actual\u201d, asegura Gema Requena, fundadora de Nethunting, y a\u00f1ade: \u201cHace falta investigaci\u00f3n, an\u00e1lisis del pasado y reflexi\u00f3n en profundidad sobre qu\u00e9 pasar\u00e1 si estos comportamientos perviven m\u00e1s all\u00e1 de la pandemia\u201d. 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