El smartphone será líder en las estrategias de marketing

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CLAVES:

  • En 2016, el 77% de los estadounidenses poseía un smartphone, por encima del 35% en 2011.
  • De hecho, las búsquedas móviles relacionadas con la compra de productos muestran que estas aumentaron un 120% en 2015 y 2016.
  • Se prevé que en 2019, casi el 72% del presupuesto de marketing se gastará el desarrollo de aplicaciones y anuncios para plataformas móviles.
  • Algunas tendencias como el Immersive Marketing, el Marketing Automation o el live-streaming vídeo serán claves para el desarrollo de estrategias y para la mejora la experiencia del cliente.

El marketing digital es sometido con frecuencia a los constantes cambios e innovaciones del ámbito digital. El ritmo puede ser brutal y es a menudo implacable. 2016 fue un año donde las tendencias digitales rediseñaron el paisaje del marketing, junto con la dominación móvil. Plataformas como Snapchat o Pinterest continúan creciendo y atrayendo a los usuarios, y la transmisión de video en vivo es cada vez más viable a escala global. Estos acontecimientos recientes han proporcionado información valiosa sobre lo que los consumidores digitales y los clientes esperan que pueden delimitar las tendencias de marketing de este año.

[section label=”Las empresas tienen que esforzarse en el marketing móvil” anchor=”Las empresas tienen que esforzarse en el marketing móvil”]

Las empresas tienen que esforzarse en el marketing móvil

Durante los últimos cuatro años, todos los vendedores digitales han dicho, “Es el año del móvil”, y esta palabra se vuelve más real con cada año que pasa. Una encuesta del Pew Research Center reveló que, en 2016, el 77% de los estadounidenses poseía un smartphone, por encima del 35% en 2011. Este año, se verá la aparición de los smartphones como el socio comercial más valioso del consumidor.

Screenshot_60.jpg
Fuente: Pew Research Center

Estos dispositivos cada vez están más arraigados en los patrones de compra diaria y forman parte de la búsqueda de un producto online, recomendaciones y comentarios sobre el mismo, incluso la compra directa.

Unas revisiones de los datos de Google relacionados con las búsquedas móviles relacionadas con la compra de productos muestran que estas aumentaron un 120% en 2015 y 2016, y el 82% de los compradores consultan sus teléfonos para los artículos que están a punto de comprar en una tienda, por tanto, tiene sentido que las marcas pongan su esfuerzo en conectar con sus clientes a través de estos dispositivos.

Las empresas tienen que empezar a adaptar sus esfuerzos de marketing para mantenerse al día de los avances de la tecnología. Las tasas de adopción de dispositivos móviles están aumentando a un ritmo increíble, superando el 80% en el año 2016.

Los teléfonos inteligentes y las tabletas se están convirtiendo en herramientas cada vez más populares para la comunicación a través de todos los grupos demográficos, ya que son más pequeños, más ligeros, más baratos y más portátiles que ordenadores y portátiles.

Los fabricantes también están respondiendo a la demanda de los consumidores en el desarrollo de los dispositivos móviles más rápidos, más potentes y menos costosos. Esto significa que los vendedores tienen una oportunidad de oro para poner sus mensajes de marketing en manos de sus consumidores y permite a los comerciantes y los anunciantes llegar a un público mucho más amplio al hacerlo.

Screenshot_14
Fuente: ComScore

De hecho, en 2016 los estadounidenses gastaron un promedio de 10 horas por día en los dispositivos móviles. Cerca de un tercio de este tiempo se dedicó a los teléfonos inteligentes o tabletas, según eMarketer.

Screenshot_17
Fuente: eMarketer

Esto significa que el estadounidense promedio gasta más de 500 horas al año navegar por sitios web o hablar en su dispositivo móvil, proporcionando una amplia oportunidad para captar su atención y hacer que se habla de su negocio en un dispositivo que utilizan con tanta frecuencia como parte de su vida cotidiana.

Screenshot_16
Fuente: Nielsen

[section label=”El comercio móvil y el marketing van de la mano” anchor=”El comercio móvil y el marketing van de la mano”]

El Comercio móvil y el marketing van de la mano

Los consumidores están usando sus dispositivos móviles para comprar artículos en Amazon, eBay y otras plataformas de comercio electrónico. Tanto las empresas grandes como Walmart como las pequeñas lo están reconociendo, y el desarrollo de portales fáciles de usar y sitios web pueden facilitar las ventas.

De hecho, se prevé que a finales de 2017, el 60% de las visitas de comercio electrónico se iniciará en un dispositivo móvil y en 2019, casi el 72% del presupuesto de marketing se gastará el desarrollo de aplicaciones y anuncios para plataformas móviles. Las empresas que desarrollan campañas móviles integradas venta verán un aumento considerable de los ingresos.

La tecnología móvil ofrece a los consumidores la oportunidad de comprar y comparar mientras caminan por el pasillo de la tienda. Las empresas que tienen las campañas de marketing móviles activas pueden tomar ventaja de esto: Buscan la optimización con un sitio web de fácil navegación puede dar a su negocio una ventaja cuando el consumidor está dispuesto a comprar.

Por otra parte, los motores de búsqueda están alterando sus algoritmos para dar mayor preferencia a los sitios móviles. Esto crea la necesidad de las empresas de mejorar su presencia en la web y nuevas formas de comercialización automatizada en sus operaciones.

Screenshot_18
Fuente: Bloomberg

Por último, el SMS tiene una tasa de apertura del 98%, y hasta un 90% de las personas que abren el mensaje lo leerá en tres segundos. Esto es mucho más alto que el marketing de correo electrónico u otros canales digitales. Adaptación de los mensajes SMS para que apelan a los clientes potenciales que les dará una razón para investigar aún más sus productos o servicios, y es probable que iniciar en el dispositivo en el que acaba de recibir el mensaje.

[section label=”El vídeo live-streaming gana fuerza” anchor=”El vídeo live-streaming gana fuerza”]

El vídeo live-streaming gana fuerza

Cuando Meerkat, una de las primeras aplicaciones de transmisión en vivo, fue lanzada en 2015, se consideró una novedad. Un año más tarde, las plataformas de medios sociales más grandes se han subido al carro: desde Twitter, Facebook, YouTube e Instagram. Los más vistos de Facebook en 2016, como el caso de “Chewbacca Mom”, ha ganado más de 166 millones de visitas. Por otro lado, Donald Trump el 20 de enero atrajo la mayor audiencia en Twitter live-streaming, alcanzando un máximo de 377.000 espectadores concurrentes y más de 6,8 millones de usuarios.

Ante estos datos se prevé que los vídeos en live-streaming serán una herramienta valiosa para los vendedores en todos los ámbitos que ayudará a enriquecer la experiencia del cliente. Lo que lo hace mejor vídeo en directo es la capacidad de dotar de transparencia a la marca, crear una interacción orgánica y permitir a los usuarios a participar en el storytelling. Es un tipo de conexión digital que nunca se ha ofrecido antes.

[section label=”El Immersive Marketing y el Marketing Automation cada vez más presentes” anchor=”El Immersive Marketing y el Marketing Automation cada vez más presentes”]

El Immersive Marketing y el Marketing Automation cada vez más presentes

Lo que solía ser una palabra de moda en el año 2016 está ganando un punto de apoyo más fuerte. Marketing Automation, que la mayoría de los vendedores consideran cruciales para el éxito, ahora se utiliza para agilizar varios aspectos de la comercialización de contenidos, incluyendo el Social Media Marketing. Para los vendedores, esto puede reducir el ciclo de ventas global. También ayuda a la participación, la comunicación con los clientes existentes y por tanto las perspectivas.

El marketing de contenidos ha creado una vía para el contenido. El volumen abrumador de contenido existente ha llevado a innovadores para encontrar formas mejores y más creativas para involucrar a su audiencia y desarrollar tecnologías para sumergir a los usuarios en diversas experiencias.

Un ejemplo de esta herramienta es el formato de vídeo de 360 grados, disponible en Facebook y Youtube. Star Wars: Rogue One se aprovecharon de la herramienta para su promoción el año pasado y obtuvo respuestas favorables de sus fans. Otros ejemplos, que utilizan la realidad aumentada, incluyen Pokemon Go y una campaña de Pepsi lanzada en 2014.

[section label=”El Big Data ayuda a la personalización” anchor=”El Big Data ayuda a la personalización”]

El Big Data ayuda a la personalización

Por último, los grandes volúmenes de datos han sido fundamentales en la mejora de la experiencia del cliente personalizado. Netflix, Amazon y Spotify son sólo algunas de las marcas más importantes que hoy en día utilizan datos para proporcionar a los usuarios un alto nivel de personalización. Para las marcas, más datos se traduce en mejores predicciones y mejores objetivos y, por tanto, más usuarios.

El marketing digital está en continua evolución, y el marketing móvil juega un papel clave en esa estrategia. El cambio hacia dispositivos móviles es una tendencia que va a continuar progresando, y las empresas necesitan para asegurar que tengan un plan de marketing móvil cohesiva para conectar con los consumidores digitales.

GOOGLE. 5 Ways Consumers Connect to Stores With Mobile Shopping. Febrero de 2016. [consultado 07-06-2017]. Disponible en: https://www.thinkwithgoogle.com/marketing-resources/micro-moments/5-ways-consumers-connect-stores-mobile-shopping/

COMSCORE. U.S. Smartphone Penetration Surpassed 80 Percent in 2016. 3 de febrero de 2017. [consultado 07-06-2017]. Disponible en: https://www.comscore.com/Insights/Blog/US-Smartphone-Penetration-Surpassed-80-Percent-in-2016

EMARKETER. Growth of Time Spent on Mobile Devices Slows. 7 de octubre de 2015. [consultado 07-06-2017]. Disponible en: https://www.emarketer.com/Article/Growth-of-Time-Spent-on-Mobile-Devices-Slows/1013072

BLOOMBERG. Smartphones Overtake Computers as Top E-Commerce Traffic Source. 25 de julio de 2016. [consultado 07-06-2017]. Disponible en: https://www.bloomberg.com/news/articles/2016-07-25/smartphones-overtake-computers-as-top-e-commerce-traffic-source

ADOBE. Marketing With 98 Percent Read-Rate and 10 More Compelling Stats. 27 de julio de 2015. [consultado 07-06-2017]. Disponible en: https://blogs.adobe.com/digitalmarketing/campaign-management/marketing-with-98-percent-read-rate-and-10-more-compelling-stats/

NIELSEN. The total audience report: Q1 2016. 27 de julio de 2016. [consultado 07-06-2017]. Disponible en: http://www.nielsen.com/us/en/insights/reports/2016/the-total-audience-report-q1-2016.html

FORBES. What’s Dominating Digital Marketing Right Now?. 30 de mayo de 2017. [consultado 07-06-2017]. Disponible en: https://www.forbes.com/sites/forbesagencycouncil/2017/05/30/whats-dominating-digital-marketing-right-now/#4f422df8f310

FORBES. Five Reasons Mobile Marketing Is Becoming Even More Important. 31 de mayo de 2017. [consultado 07-06-2017]. Disponible en: https://www.forbes.com/sites/forbesagencycouncil/2017/05/31/five-reasons-mobile-marketing-is-becoming-even-more-important/#754017a8abb4

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