{"id":19661,"date":"2020-10-30T00:00:00","date_gmt":"2020-10-30T00:00:00","guid":{"rendered":"https:\/\/www.isdi.education\/mx\/las-tendencias-en-marketing-para-2021\/"},"modified":"2020-10-30T00:00:00","modified_gmt":"2020-10-30T00:00:00","slug":"las-tendencias-en-marketing-para-2021","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/mx\/blog\/las-tendencias-en-marketing-para-2021","title":{"rendered":"Las tendencias en marketing para 2021"},"content":{"rendered":"
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Por Mauricio Cabrera<\/strong><\/p>\n

Ser\u00e1 el a\u00f1o de la consolidaci\u00f3n de tendencias<\/strong> que explotaron en 2020. Como hemos escrito en anteriores newsletters, la pandemia deriv\u00f3 en que los negocios y los especialistas en marketing aceleraran estrategias e implementaci\u00f3n de recursos para paliar los efectos del cierre de sus tiendas f\u00edsicas y las dificultades de entrar en comunicaci\u00f3n con clientes frente al confinamiento.\u00a0<\/p>\n

A lo largo de este a\u00f1o fuimos testigos de reportes que afirman que el e-commerce se adelant\u00f3 cinco a\u00f1os en el tiempo ante la urgencia por poder seguir operando, aunque fuera a la distancia y aunque fuera, en ocasiones, acudiendo a plataformas de terceros para poder ofrecer un servicio.\u00a0<\/p>\n

Vimos tambi\u00e9n, el boom de los chatbots como una respuesta escalable para atender a miles de clientes que de no haber tenido una alternativa de contacto mediante el desarrollo de inteligencia artificial, se hubieran quedado sin recibir el servicio deseado por parte de las empresas que les estaban ofreciendo un servicio o vendiendo un producto.\u00a0<\/p>\n

Hace unas semanas, por citar un ejemplo, la startup mexicana Yalo, especializado en el desarrollo de este tipo de asistentes para marcas, cerr\u00f3 una ronda de financiaci\u00f3n por 15 millones de d\u00f3lares con B Capital Group, que ser\u00eda un fondo de inversi\u00f3n m\u00e1s de no ser porque su principal socio es Eduardo Saverin, co-fundador de Facebook y quien es recordado por el p\u00fablico masivo por ser el amigo de Mark Zuckerberg, que es traicionado por este, aunque al final, tanto en la pantalla como en la vida real, termina recibiendo una indemnizaci\u00f3n por sus aportaciones iniciales para que Facebook pudiera despegar.\u00a0<\/p>\n

Para entender c\u00f3mo es que un fondo de esas dimensiones decidi\u00f3 apostar por Yalo como su elecci\u00f3n en materia de comercio conversacional, vale enlistar los puntos mencionados Rashmi Gopinath, uno de los socios de B Capital Group, en una entrevista consignada en El Economista de M\u00e9xico:\u00a0<\/p>\n

1. Velocidad de crecimiento del mercado conversacional<\/strong><\/h3>\n

Sobre este punto comenta que en los mercados emergentes entre 40% y un 60% de los clientes ha comenzado a realizar transacciones de comercio electr\u00f3nico a trav\u00e9s de plataformas de comercio conversacional. Y hay otro factor clave: el ticket promedio va a la alza.<\/p>\n

2.\u00a0La sofisticaci\u00f3n de la inteligencia artificial que da sustento a la plataforma y sus integraciones con los sistemas de administraci\u00f3n de sus clientes.<\/strong><\/h3>\n

3. Capacidad de ejecuci\u00f3n<\/strong><\/h3>\n

A la tendencia del comercio conversacional, rubro en el que Yalo pretende convertirse en un nuevo unicornio mexicano, es decir, en una empresa valuada en m\u00e1s de mil millones de d\u00f3lares; hay que sumar las siguientes, de acuerdo a un reporte presentado por Deloitte.1. Prop\u00f3sito: <\/strong>tener claro tu por qu\u00e9. A ese respecto recomendamos adquirir el libro de Simon Sinek: \u201cStart with Why\u201d.<\/p>\n

2. Agilidad:<\/strong> marketeros vers\u00e1tiles que innoven y se atreven a explorar alternativas que no han sido explotadas y que, por ende, pueden representar una inc\u00f3gnita en t\u00e9rminos de resultados.<\/p>\n

3. Conexiones humanas:<\/strong> trabajar para que el mensaje de una empresa en todos los sentidos procure la conexi\u00f3n humana con sus clientes, la empat\u00eda en cada eslab\u00f3n del proceso y en el producto mismo.<\/p>\n

4. Confianza: <\/strong>cumplir lo que se promete. Ser transparente en tus mensajes.<\/p>\n

5. Participaci\u00f3n: <\/strong>en otras palabras, content marketing, generar piezas relevantes para conectar con una audiencia.<\/p>\n

6. Fusi\u00f3n:<\/strong> cada vez veremos m\u00e1s colaboraciones. Marcas asoci\u00e1ndose con otras marcas y con creadores independientes y plataformas de terceros para presentar un producto o servicio que presente resultados in\u00e9ditos.<\/p>\n

7. Transformaci\u00f3n de talento:<\/strong> trabajar en la diversificaci\u00f3n de habilidades dentro de un mismo equipo para poder resolver con acierto las problem\u00e1ticas que se presenten en un entorno tan cambiante.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/section><\/div>\n","protected":false},"excerpt":{"rendered":"

Consolidaci\u00f3n y exploraci\u00f3n de tendencias 2020<\/p>\n","protected":false},"author":1,"featured_media":19660,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[51],"tags":[],"class_list":["post-19661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"acf":[],"yoast_head":"\nLas tendencias en marketing para 2021<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.isdi.education\/mx\/blog\/las-tendencias-en-marketing-para-2021\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las tendencias en marketing para 2021\" \/>\n<meta property=\"og:description\" content=\"Consolidaci\u00f3n y exploraci\u00f3n de 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