Tendencias en comunicación y marketing digital 2020

Estas son las 10 proyecciones digitales que las marcas deberían tener en cuenta en 2020 según la consultora Agora Asuntos Públicos y Comunicación Estratégica.

La consultora presentó un análisis sobre la proyección de las tendencias digitales para este año.

  1. Tik tok gana terreno. Más de 550 millones de usuarios hacen de esta nueva red un fenómeno que crece.
  2. Micro influencers en el centro del marketing digital. Se trata del impacto y la credibilidad que puede generar un consumidor posteando comentarios sobre una marca o servicio.
  3. Más control sobre las fake news. Las plataformas avanzan en la implementación de filtros y otras herramientas para detectar y prevenir noticias falsas.
  4. Crece el social listening. El 90% de los consumidores se comunica con marcas en las redes, por eso esta herramienta toma relevancia al momento de pensar cómo llegar a los consumidores.
  5. Atención a grupos de detractores de redes. Consumidores que empiezan a solicitar menos métricas de “De vanidad”. Empiezan a aparecer los “real life” posts.
  6. Atención a nuevas generaciones. Digitan el rumbo de las tendencias de consumo imponiendo tecnologías disruptivas en contraposición a la publicidad tradicional.
  7. Fast Content como nueva forma de contar. Cada usuario puede generar un video o contenido que propone nuevas formas de contar.
  8. Social Commerce. El uso de bots y realidad aumentada surgen en esta nueva forma de compra on line.
  9. Se integran nuevas tecnologías. Realidad aumentada, automatización, chatbots, agregan valor a las redes sociales.
  10. Video y Podcast, los protagonistas. Los contenidos audiovisuales y  en voz se imponen y llegan para quedarse. Las inversiones en publicidad digital estarán distribuidas principalmente en estos formatos.

Los hábitos de consumo de la audiencia evolucionan. Hoy estamos frente a  un consumidor analítico y decidido que sabe lo que quiere, así cómo y dónde lo quiere. “El consumidor del 2020 busca estar un paso delante de las marcas. Esto implica, que desde la comunicación y el marketing digital, las compañías deberán perfeccionar la oferta y adaptarse a las necesidades de este nuevo consumidor digital, inteligente y exigente”,afirma Federico Bugallo, Country Manager de Agora Argentina, la empresa de Asuntos Públicos y Comunicación Estratégica del grupo Untold.

Formatos en ascenso como el video, el podcast (audio), el consumo on demand y la búsqueda por voz, exigen nuevas estrategias de contenido digital. También en la era de “Mobile First”, la mensajería instantánea, continúa cobrando un relevante papel no solo en cuanto a las relaciones sociales sino comerciales. Esta tendencia marcada principalmente por las plataformas WhatsApp y Facebook Messenger, destaca la importancia de emplear alternativas ágiles como los chatbots para la relación entre empresas y sus audiencias.

El contenido pago, sigue ascendente frente al orgánico, al igual que el influencer marketing. Por ello a la hora de diseñar contenido y estrategias de venta, las marcas deberán planificar las inversiones en publicidad digital distribuidas en video online, redes sociales y podcasts.

Cosmuidores digitales empiezan a exigir mayor espontaneidad y transparencia en los posteos de las marcas y los influencers. “Se espera un crecimiento en los real life posts. Las marcas y sus influencers, deberán esforzarse en generar lazos más auténticos y empáticos con sus audiencias.”, agregó Federico Bugallo.

Si bien existe cierto nivel de desconfianza frente a las redes sociales debido a problemas con la privacidad de datos y la proliferación de las noticias falsas, las plataformas han comenzado a persuadir a la audiencia con el fortalecimiento de normas y políticas de uso, lo que también lleva a innovar en la manera como se obtienen los resultados de éxito de las iniciativas en estas plataformas.

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Tendencias en comunicación y marketing digital 2020

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