10 Tendencias en Comunicación

A continuación presentamos algunas de las tendencias que presentó Merca 2.0 en su publicación en Internet, de acuerdo a los cambios e impacto que han tenido en la mercadotecnia.

Enjoy!

RT

1. El tiempo: un bien escaso.

Hoy caminamos un 10 por ciento más rápido que en 1994, aún así el problema no es el dinero sino la falta de tiempo. Las marcas y sus productos se transforman para lograr “valer” lo que los consumidores piensan que cuesta su tiempo.

2. Marcas sostenibles

De la ecología a la rentabilidad. Transparencia, trazabilidad, gestión innovadora de los empleados, comunidad en vez de publicidad. Cuando de 50 marcas internacionales estudiadas, los consumidores declaran que no les importa que desaparezcan dos terceras partes, es hora de que las empresas cambien su forma de pensar.

3. Comunidades de marca

Más allá del perfil de Facebook. La oportunidad entender a los clientes, ayudarlos a satisfacer sus necesidades y resolver sus problemas. La clave es no vender nada y cambio generar una plataforma que permite el crecimiento del usuario.

4. "Brand Journalism"

¿Es nuestra marca capaz de crear información de valor para la sociedad? Si la respuesta es positiva, es momento de dejar de guardarla y comenzar a compartirla con el mundo. Los empleados pueden ser los mejores periodistas, los consumidores aprecian la conexión sin intermediarios. White papers, e-books, webninars, wikis…

5. Opiniones y reseñas

Cuando se propone a las marcas una acción en la que los consumidores podrán expresarse libremente, la reacción suele ser de cautela o negación absoluta ante el miedo de que la gente utilice el medio para quejarse y hablar mal de la marca. Pero, ¿realmente están a salvo por el hecho de no poner ellos mismos la plataforma de opinión a disposición de los consumidores? No, no sólo no están a salvo sino que están tomando una posición miope. Un estudio de Nielsen con más de 25 mil personas en 50 países afirma que las recomendaciones de conocidos y las opiniones publicadas por consumidores en medios digitales son las formas de publicidad con más credibilidad a nivel mundial.

6. Retail Innovation

¿Qué está pasando en el punto de venta? Experiencias de compra y de marca que subliman los valores e impulsan la percepción de marca hacia arriba. La interacción on-off hace posible probarse la ropa e incluso pedir opiniones a los amigos en red, tiendas móviles y participativas en las que los consumidores eligen los productos que se venden. Sistemas que ayudan en la elección previa aprendiendo de los gustos personales.

7. Shopper marketing

70 por ciento de las decisiones de compra se toman en la tienda y 70 por ciento de las compras no estaban previstas.

Hay que entender las diferencias entre consumidor y comprador. Tenemos que saber que después de una fase de exploración para una compra, analizando varias fuentes, el cliente decide en un 70 por ciento que quiere una marca, y después de un proceso largo de varias comparaciones y tiendas, solo un 35 por ciento termina comprando esa marca.

8. TV en la era digital

¿Adiós a la TV? No. La TV emigra de la caja a todos los dispositivos digitales y para el 2020 la TV habrá dejado de existir tal y como la entendemos hoy donde las cadenas tienen la dictadura de los horarios. Los únicos horarios que existirán serán los de los eventos en vivo.

9. Co-creación

Es momento de pedir ayuda a los expertos, los usuarios avanzados de los productos y pasarse a creative common dejando atrás la propiedad intelectual. Fiat ya lo hizo en Brasil, lanzando el primer coche creado a partir de usuarios, los médicos crean las mejores herramientas quirúrgicas y sólo los consumidores de una zona le pueden decir por qué no consumen ahí su producto.

10. Nuevo ecosistema cliente-agencia

Hoy no se trata de hacer publicidad sino de encontrar insights que conecten de forma profunda con el consumidor, generar advocay para las marcas y co-crear productos y servicios. Los puntos de contacto son la nueva publicidad.

FUENTE:

Merca 2.0

http//www.merca20.com

Sesión Informativa Maestría en Mercadotecnia

¡No dejen de asistir!

All Bets are off! New vs. Old Technology

A New Look at Shopper-Marketing Tools Finds Which Are the Real Deal at Delivering Deals

By: William Rosen

Published: July 11, 2011

Technologies -- from location-aware mobile apps and social media to QR codes and interactive signage -- are enabling marketers to create value in myriad new ways. They're also raising new questions.

Which of these tools actually create the greatest impact on consumers and in what combination? Will the highest-potential technologies gain sufficient penetration to deliver the results marketers require?

Arc Worldwide worked with Harvard Business School to study usage of 36 different tools encountered during the purchase process -- ranging from the newest technologies such as handheld scanners, mobile couponing and social buying (e.g. Groupon, Living Social) to traditional newspaper inserts, sales, and in-store offers.

We mapped these behaviors against two variables: penetration (percentage used at least once per year) and momentum (a measure of enthusiasm for the tool and future usage intent). In this study we utilized the most basic form of value -- monetary value -- because of its simplicity, universal appeal, and relevance in this period of economic uncertainty.

We focused on how shoppers look for a deal and decide if "the get" was worth "the give."

So how did technology-based tools stack up versus traditional in delivering deals? Exceedingly well.

High-momentum technologies such as social-buying tools generated strong shopper interest and demonstrated the power to change shopper behavior in the long term. General usage of social media for discounts followed close behind.

In-store technologies didn't fare as well. These include coupon-kiosks, QR codes, handheld scanners and programs that require multiple purchases from the same parent company. These efforts displayed low-to-average penetration and low momentum (10%-25%). This is partly due to a lack of availability of the technology in the market, and therefore familiarity. More than 70% of respondents did not have sufficient access to, or awareness of, in-store technologies.

The other reason some technologies did poorly is because users just didn't see the value in them. That's the case for interactive-touchscreen digital signage. Apparently, the get isn't worth the give. That doesn't necessarily mean failure. The lesson is that marketers still need to figure out how to make these tools more relevant if they are going to be ultimately adopted.

Now, let's look at the defending champions of value: traditional shopping tools. All boast high penetration -- some close to 100%, not surprising given how long they've been around. What is surprising is that many -- but not all -- exhibit medium-to-high momentum. The behaviors that lead in momentum were traditionally advertised sales, waiting for items to be on sale before making a purchase, and stocking up when an regularly purchased item was discounted.

Some tried-and-true techniques, however, are experiencing diminishing enthusiasm. Clipping coupons from newspapers, going to a discount retailer, and mailing in rebates for purchased products display low momentum (20%-30%). These tools will need to undergo changes if they're going to continue to meet consumer expectations, and clearly represent an opening for more technologically advanced solutions to deliver.

Some may wonder if the passion for technology corresponds to age skews, with younger audiences more receptive and older consumers sticking to the traditional. Our study showed otherwise, with no dramatic age differences in usage. Penetration and, more importantly, momentum across age groups were similar, showing that the notion that young people don't use traditional tools, while older people reject technology is just that -- a notion.

The lesson for marketers is that this isn't a zero-sum game. Marketing that creates real value for consumers will require implementing traditional tools and techniques due to their large penetration and momentum, but technology presents real, definable opportunities and will absolutely grow within the mix.

The real opportunity for technology, however, is that it has the power to create many more types of value than the simply monetary. Experience, access, personalization, connection and social good are but a few of the types of value today's technologies can effectively deliver. Even simple utility, such as being able to find a clean restroom via Charmin's SitOrSquat mobile app, represents an opportunity to demonstrate technology's power to create unexpected value in consumers' daily lives.

Wherever one falls along the technological divide, one thing is clear. As marketers enjoy and contend with ever-multiplying options to create consumer engagement, the understanding of value in all of its forms will only become more critical

Bottom's UP!

A Look at America's Drinking Habits

Consumers Swig More Soft Drinks Than Water; Beer Comes in Third Place

By: Natalie Zmuda

Published: June 27, 2011

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Source: Beverage Marketing Corporation

With the weather heating up and summer in full swing, Americans will be slaking their thirst with a variety of fizzy, sweet and intoxicating beverages.

Soda is still the most-consumed beverage in the U.S., with the average consumer chugging nearly 45 gallons of the fizzy stuff last year. So it's no coincidence that three of the biggest measured-media budgets in the beverage category belong to soda brands. According to Ad Age's Leading National Advertisers report, Coke spent $267 million last year, while Pepsi shelled out $154 million and Dr Pepper spent $104 million.

Beer ranks as the most-consumed alcoholic beverage, though spirits and wine, perceived by some to be more healthful, have been gaining ground in the past few years. Still, last year, the average American threw back nearly 21 gallons of brew, or about 168 pints. The category also commands major marketing dollars, to the tune of $1.25 billion spent on measured media last year. The category's biggest spender, Anheuser-Busch InBev, shelled out $555 million.

Interestingly, the bottled-water category, which includes bulk containers, as well as single serve, has been growing, indicating that noise around consumers' perceived environmental concerns has been overblown. Also worth noting, the energy-drink category has more than doubled with a slew of new entrants as well as innovations in the form of energy shots.

"Two overriding trends that we've seen in recent years are consumer demand for variety and consumer demand for healthier refreshment," said Gary Hemphill, managing director-chief operating officer at Beverage Marketing Corp., noting the decline of carbonated soft drinks.

But, Mr. Hemphill added, some of the consumption trends can be attributed to economic factors as well. "White-collar consumers fared better through the economy than blue-collar consumers, so what we've seen is mass market, traditional categories like carbonated soft drinks and fruit beverages underperform the market, while some of the more premium categories, like ready-to-drink teas and energy drinks, have outperformed the market," he said. "To some extent that's consumer tastes, but it's also this tale of two different consumers in a weak economy."