La consultora Distinto o Extinto! analiza cuáles serán las acciones y tendencias que las principales empresas profundizarán en lo que resta de este año. El aumento de contenidos y el uso de datos, entre los primeros lugares.
A la hora de tomar decisiones, conocer qué pasará en materia de marketing y estrategia se ha vuelto vital para las empresas, cualquiera sea su tamaño. Respondiendo a esta necesidad, desde la consultora de marketing Distinto o Extinto! elaboraron un estudio, en el que enumeran y analizan cuáles serán las tendencias que marcarán el tercer cuatrimestre del 2015.
1º – CONTENIDOS
En el primer puesto, colocan el aumento en la popularidad del marketing de contenidos. “Las empresas B2B que tienen blogs generan, en promedio, un 67 por ciento más de clientes potenciales que las empresas que no los tienen”, asegura Patricio Vacchino, Director de Distinto o Extinto! consultora en Marketing. Una de las consecuencias será un mayor “ruido de marketing”, lo que supone un desafío para quienes se dedican a la producción de contenidos. Además, los motores de búsqueda son cada vez más exigentes en cuanto a la calidad.
2º – VIDEOS EXPLICATIVOS
Si de contenidos se trata, no sólo se habla de textos. “Los videos se han convertido en una pieza importante del marketing, sobre todo a la hora de mostrar cómo funciona un producto o servicio. Los video explainers han llegado a aumentar las ventas en un 175 por ciento”, explica Vacchino.
3º – ANÁLISIS DE DATA
La analítica de marketing será otra de las estrellas de este año: se prevé un crecimiento en la inversión de un 60 por ciento, que responde entre otras cosas, a las demandas de las empresas de contar con datos en los que basar sus decisiones.
4º – PERSONALIZACIÓN
Según el estudio, la personalización y la hipersegmentación continuarán su camino ascendente durante este año, con un consumidor cada vez más acostumbrado a recibir información acorde a sus intereses. En ese sentido, desde Distinto o Extinto! señalan que “la publicidad orientada es, en promedio, casi el doble de eficaz que los anuncios no orientados”
5º – E-COMMERCE
Teniendo en cuenta que el 42 por ciento de las compras on-line se realiza desde aplicaciones, la predicción es que el uso de dispositivos continuará aumentando en el e-commerce, lo que le da a los especialistas del marketing la oportunidad de acercarse a las personas durante una mayor parte del día.
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