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 tecnología será limpia en la medida en que lo sea la fuente de electricidad. Para reducir realmente a cero el nivel de emisiones, los vehículos eléctricos deben funcionar con energías renovables.
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The lights of the camp were dim, the crowds were bustling, the secret realm of Cangyan Land was stable, and the news spread throughout the nine regions overnight.When the three parties compete, the Yun Kingdom will really suffer losses in the years of war.
More water poured down from above his head, Xie Jingshan s laughter stopped suddenly, and his heart felt cold.Tao Fengnian slashed with the broadsword and exploded the thunder orbs at close range, forcing the demon wolf and the scar faced man back.
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It takes most of the spiritual power to draw one. Before the foundation was built, the cultivation level was not enough to draw stronger talismans, and one could only gradually increase the level and success rate of the eighth grade talisman.She will let these ghost lanterns go for now and come back next time.
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The flames on Jiang Yuebai s body burned the sky instantly, and his momentum reached the peak of foundation building.Tao Fengnian rubbed Jiang Yuebai s head and looked up at the two people behind him.
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Xie Jingshan ran in and saw the note in Jiang Yuebai s hand.Hong Tao nodded. He had indeed reached the Great Perfection in the late stage of Qi training and could retreat and build the foundation at any time.
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Lin Beichen was seen trembling all over, and his body was instantly wet with sweat.Li Bin took out the walkie talkie. Just when he was about to contact the first and second groups and ask them to withdraw from the fire scene immediately and give up the rescue.
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And what they said was not much different from what the police and detectives thought.
I just want to ask your approval for Lin Beichen. A classmate s request for leave.She told everyone that her son had been diagnosed with stress depression, not to mention that the person in front of her was a provincial TV station.
On the other end of the phone. On the highway from the imperial capital to Yanjiao, Bei Ha Province.Lin Beichen
The more he listened, the more black lines appeared in his head.
Problem, but he was relieved in his heart. There is no other reason, just because
He figured out the biggest problem before coming here from the hotel.
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.