Con este material damos comienzo a una serie de publicaciones con las tendencias y predicciones respecto al marketing en Internet y los negocios en 2012.
Comenzamos con Annie Infinite…
El Compartir
27 millones de unidades de contenidos se comparten online diariamente y de acuerdo al The New York Times Customer Insight Group, 85% de la gente encuestada dijo que leer las recomendaciones y el feedback de otros usuarios les permitió tomar una decisión más informada. Con gente que automáticamente se vuelca a la Internet para pedir feedback, investigar opciones y buscar recomendaciones de otros usuarios hay una pequeña distancia hasta la idea de que los motores de recomendaciones, las redes sociales y otros tipos de herramientas para compartir se convertirán en un foco importante para el marketing.
Ventas Sociales
Con el compartir alcanzando un máximo histórico y sin expectativas de descenso en el futuro próximo, el consumo colaborativo vía sitios de compra en grupos se incrementará, incluyendo compras en grupo para adquirir electricidad, teléfono, internet, combustible y otros bienes de consumo diario.
Colaboración
Veremos el crecimiento de oportunidades de negocio colaborativas, veremos negocios que comenzarán a colaborar más frecuentemente en directorios locales, marketing móvil local, acuerdos, y novedosas oportunidades de promoción cruzada. El marketing local tomará un sabor completamente nuevo a medida que los negocios locales marketeen sus ofertas usando alianzas de promociones cruzadas complementarias mediante el branding de destinos online usando descuentos, contenidos y eventos.
Gamification
“Gamification (de game: juego) es el concepto de aplicar el pensamiento del diseño de juegos a aplicaciones que no son juegos, para que diviertan y enganchen más”, explica Nathan Lands, creador de Gamification.org y co-fundador de Gamify, que pronto lanzará un producto que permite a individuos y marcas dar un contexto de juego a sus propios espacios virtuales. El juego es ahora parte de la mentalidad de la nueva generación de compradores y vamos a ver más gamification de los sitios, incluyendo las redes sociales y los sitios de negocios con nuevas maneras de recompensar a los consumidores por tomar acción. Imagínate recompensar a los consumidores con una estrella dorada o un punto cada vez que realizan lo que les pides en tu llamada a la acción, y luego recopilar esta información para premiarlos con un obsequio cuando alcanzan un cierto número de estrellas o puntos! Casi como tomar la tarjeta de recompensa online vía un celular o una tableta.
Influencia de los Medios Sociales
Puedo ver tu influencia en los medios sociales (cuán extendido está tu público online) convirtiéndose en un factor influenciador off y online, porque cada vez más compañías no sólo recompensan a los principales clientes con montones de obsequios, mejores asientos de avión, etc., sino también están agregando a los que tienen largo alcance e influencia online por poner sus recomendaciones y gratitud en Facebook, Tweeter, Google+ y YouTube.
Video Marketing
El marketing con Videos se convertirá en un influenciador principal con nuevos sitios dedicados a la publicidad digital que desafiarán a los anuncios televisivos, haciendo la pregunta: “De quién será el video publicitario que obtendrá más recomendaciones?” y recompensando a los usuarios por votar su favorito y compartirlo.
Inteligencia
La información de usuario de las plataformas digitales y sociales se agregará a la investigación de las empresas para el desarrollo de productos y estrategias de marketing, después de todo ahí es donde está tu audiencia y donde están compartiendo sus preguntas, recomendaciones, gustos y disgustos.
El Crecimiento de la Empresa Social
La empresa social es la que se da cuenta de que su negocio debe transformar e incluir a sus empleados, sus consumidores, sus clientes, sus socios y de hecho a todos en su esfera de influencia como parte de su círculo de marketing social. La empresa social reconoce que cada uno de esos grupos de gente tiene influencia y una voz en los medios sociales y que todas y cada una de las voces cuentan como un voto a favor o en contra de ella. Incluso un trabajador despedido tiene una voz. Las organizaciones que se toman esto seriamente y hacen los ajustes necesarios a su manera de hacer negocios prosperarán, las que no… bien, tú sabes qué les pasará.
Autor: Annie Infinite, de saucysocialmedia.com (Traducción: Miguel Angel de Alzáa, marketineros.com)
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