Como cada fin de año, las empresas comienzan a pensar hacia dónde deben encaminarse sus estrategias para arrancar bien una nueva etapa. Cuando se trata de marketing, la clave está en observar a los consumidores, así como las tecnologías y herramientas que están cambiando la forma en que las audiencias interactúan entre sí y con las marcas.
Con base en esto, Carolina Samsing, directora de Marketing para Latinoamérica de HubSpot, define cuáles son las ocho tendencias más importantes que deberán ser las inversiones primordiales para los negocios durante 2018.
Marketing de contenidos omnicanal y multiformato
Los datos hablan por sí solos: según el estudio de Demand Gen Report, 47% de los consumidores vieron entre tres y cinco formas de contenido antes de iniciar un proceso de compra. Por ello, las estrategias basadas en éste siguen siendo una de las claves para convertir visitas en clientes. En 2018, los equipos se harán más variados: diseñadores, expertos en radio, video, redes sociales y diferentes formatos se unirán con los estrategas de contenido.
En ese sentido, es prioritario invertir en una estrategia multiformato y multicanal donde el mismo contenido sea presentado en una variedad de canales y formatos para responder a las necesidades de los consumidores.
Personalización
El marketing masivo ha perdido terreno en un entorno donde las experiencias únicas son la norma para cada tipo de cliente. Las empresas deben dejar de lado el contenido estático y comenzar a invertir en páginas dinámicas que sean capaces de responder a las diferentes características de los usuarios gracias al contenido inteligente.
SEO en todos tus formatos
Probablemente la mejor inversión que puedes hacer para el 2018. Alinear la estrategia de SEO antes de comenzar a crear contenido nuevo será básico y, aunque los textos de tu equipo web y blogging ya esté optimizado para motores de búsqueda, ahora debes ir más allá: asegúrate de hacerlo también con los videos, imágenes, redes sociales, audio, etcétera.
Videos cortos
De acuerdo con WordStream, durante 2017, 90% de todo el contenido compartido por usuarios en redes sociales fue en formato de video. Es decir que ahora el desafío se centra en capturar a la audiencia en los primeros tres segundos y las marcas que no están usando video como parte de su estrategia de redes sociales deben comenzar ya. Lo indispensable: ediciones cortas, que funcionen sin sonido y llamen la atención inmediatamente.
Livestreaming está aumentando su relevancia
Del mismo modo que los videos, el contenido audiovisual en vivo también gana presencia, pues es una gran oportunidad para aumentar la interacción con usuarios, darle una cara más humana a la marca e integrar nuevos formatos a tu estrategia. Según Facebook, los usuarios comentan 10 veces más y pasan tres veces más tiempo viendo videos en streamings.
Automatización de procesos internos
Desde el año pasado, esto es una tendencia clave que ayuda, entre otras cosas, a optimizar tus procesos de marketing y ventas internos. Durante 2018, toda empresa necesitará recurrir a un CRM, ya que éste permite identificar oportunidades, generar plantillas automáticas de correos y programar reuniones con clientes a través de un clic de manera automática e inteligente.
Inteligencia artificial
Un paso más allá de la automatización, en temas de marketing, se trata de utilizar datos de comportamiento para optimizar tu sitio web y personalizar la experiencia de atención a cliente. Si bien la inteligencia artificial todavía puede ser considerada como algo “nuevo”, dentro de los próximos 12 meses la verás integrada a la mayoría de las herramientas que utilizamos diariamente.
Chatbots en atención a cliente
Los bots conversacionales son un muy buen ejemplo de cómo la automatización tendrá un gran impacto en la forma de hacer negocios en el 2018. Para los asistentes virtuales, este año el reto es lograr una experiencia, incluso, mejor que un típico servicio al cliente y permitir automatizar tareas repetitivas, para que los equipos de atención al cliente se centren en agregar valor.
Finalmente, “2017 fue uno de los años más activos en términos de nuevas tecnologías, tendencias y formatos en la industria de marketing; 2018 no será distinto por lo que te recomendamos estar preparado, invertir en la áreas claves y así adelantarte a estas tendencias, para no tener que ponerte al día después”, concluye Samsing.
La Fábrica Digital recaba datos de millones de activos conectados a lo largo de toda la infraestructura de Schneider Electric y los sitos de los clientes con el fin de acelerar el desarrollo de nuevos servicios, desde la concepción de ideas hasta la industrialización y el lanzamiento al mercado.
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