{"id":113660,"date":"2020-11-05T16:44:07","date_gmt":"2020-11-05T15:44:07","guid":{"rendered":"https:\/\/ipmark.com\/?p=113660"},"modified":"2020-11-05T16:48:04","modified_gmt":"2020-11-05T15:48:04","slug":"black-friday-2020-ecommerce-canal-estrella","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=113660","title":{"rendered":"Black Friday 2020: ecommerce, canal estrella"},"content":{"rendered":"

El inter\u00e9s por el Black Friday ha ido aumentando a\u00f1o tras a\u00f1o y, a pesar del contexto actual, sigue siendo una oportunidad para mejorar resultados entre sus protagonistas. En este \u00faltimo ejercicio, las ventas en ecommerce han crecido un 22,9%, frente al +15,7% de 2019, mientras que las comercializaciones de los retailers han ca\u00eddo un 12,7%, respecto al +2,1% del a\u00f1o pasado.<\/b><\/p>\n

Este crecimiento del ecommerce sit\u00faa a Espa\u00f1a en el primer pa\u00eds europeo y tercero a nivel mundial, seg\u00fan la \u00faltima radiograf\u00eda publicada de Think with Google,<\/b> con motivo de la celebraci\u00f3n del Black Friday<\/b>, el pr\u00f3ximo 27 de noviembre, y el Cyber Monday,<\/b> tres d\u00edas despu\u00e9s.<\/p>\n

De cara a estos dos d\u00edas de descuentos, el consumidor estar\u00e1 m\u00e1s conectado, previsor y prudente. En concreto, el 62% declara que priorizar\u00e1n las compras a trav\u00e9s del canal online <\/b>y el 68% investigar\u00e1 ideas de regalos en plataformas digitales, respecto a las f\u00edsicas. Este cliente de 2020 comenzar\u00e1 a adquirir antes sus productos navide\u00f1os (74%), evitando aglomeraciones, y un 9% confirma que ya ha iniciado. Adem\u00e1s, el 64% optimizar\u00e1 sus traslados para reducir el riesgo de contagios.<\/b><\/p>\n

As\u00ed, se estima que el 40% de la poblaci\u00f3n \u201ccomprar\u00e1 o quiz\u00e1s adquiera<\/b>\u201d art\u00edculos en el Black Friday 2020<\/b> o en el Cyber Monday<\/b>. Por g\u00e9nero, el porcentaje est\u00e1 equilibrado, variando en el importe desembolsado, mayor en el caso de los hombres, que tienen intenci\u00f3n de gastar unos 200 euros, mientras que las mujeres, 160 euros.<\/p>\n

M\u00e1s de la mitad de los consumidores buscar\u00e1 previamente los art\u00edculos en buscadores<\/b> y un 32,19%, en redes sociales<\/b>. Le sigue la tienda f\u00edsica<\/strong> (27,25%), YouTube<\/strong> (16,74%), revistas<\/strong> (11,31%), blogs<\/strong> (6,01%) y el 3,43%, en ninguna de las anteriores opciones.<\/p>\n

\"\"<\/p>\n

La web de la marca, canal favorito<\/b><\/h3>\n

La plataforma online de la marca se sit\u00faa en la opci\u00f3n preferida entre los espa\u00f1oles (47%) <\/b>para adquirir sus productos de cara a la fechas anteriores, mientras que un 30% ir\u00e1 a las tiendas f\u00edsicas<\/b>. Ropa y complementos (32%), electr\u00f3nica (26%), cultura (24%)<\/b>, los art\u00edculos m\u00e1s deseados para el Black Friday y Cyber Monday. Tambi\u00e9n, mobiliario (10%) y productos de belleza (8%).<\/p>\n

Adem\u00e1s, el consumidor espera este a\u00f1o de las marcas que tengan m\u00e1s descuentos (58%)<\/b>, m\u00e1s art\u00edculos rebajados (22%), promociones m\u00e1s largas (17%) y un 14%, no espera nada nuevo.<\/p>\n

M\u00f3vil, clave en la campa\u00f1a<\/b><\/h3>\n

Esta investigaci\u00f3n incluye una serie de consejos para las marcas, recomendando conectar con los clientes indecisos las semanas previas<\/b>, ya que el d\u00eda de la compra, la mayor\u00eda ya sabe lo que quiere, adem\u00e1s de utilizar el m\u00f3vil como herramienta central de la campa\u00f1a<\/b>, ya que las b\u00fasquedas en tel\u00e9fonos crecen un 12% anualmente. Se espera que este 2020, el 71% se documente desde el smartphone<\/b> y el 29%, desde ordenador de sobre mesa o tablet. Tambi\u00e9n Think with Google destaca el crecimiento sostenido de las visualizaciones en YouTube <\/b>de cara a las fechas claves.<\/p>\n","protected":false},"excerpt":{"rendered":"

M\u00e1s de la mitad de los consumidores buscar\u00e1 los art\u00edculos en buscadores y un 32,19%, en redes sociales.<\/p>\n","protected":false},"author":30,"featured_media":113664,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[76],"class_list":["post-113660","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing-digital"],"acf":[],"yoast_head":"\nBlack Friday 2020: ecommerce, canal estrella - IPMARK<\/title>\n<meta name=\"description\" content=\"El ecommerce de la marca ser\u00e1 el lugar estrella del Black Friday 2020, en intenci\u00f3n de compra, seg\u00fan datos de Think with Google.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=113660\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday 2020: ecommerce, canal estrella - 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