{"id":151627,"date":"2022-05-05T11:57:33","date_gmt":"2022-05-05T09:57:33","guid":{"rendered":"https:\/\/ipmark.com\/?p=151627"},"modified":"2022-05-05T17:26:47","modified_gmt":"2022-05-05T15:26:47","slug":"seis-tendencias-que-marcaran-la-relacion-entre-consumidores-y-marcas","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=151627","title":{"rendered":"Seis tendencias que marcar\u00e1n la relaci\u00f3n entre consumidores y marcas"},"content":{"rendered":"

El equipo de Mediabrands Discovery, el hub estrat\u00e9gico orientado a la exploraci\u00f3n de tendencias de IPG Mediabrands Espa\u00f1a, ha presentado el informe <\/b>Consumer Disruption,<\/i><\/b> dentro de su formato In Depth, que profundiza en las oportunidades que est\u00e1n surgiendo con las nuevas tendencias de mercado. En este contexto de incertidumbre, es fundamental que las marcas entiendan las nuevas demandas y adapten sus estrategias y acciones de comunicaci\u00f3n.<\/b><\/p>\n

El estudio <\/span>Consumer Disruption<\/span><\/i> dibuja seis tendencias<\/a> que marcar\u00e1n la relaci\u00f3n entre marcas y consumidores.<\/span><\/p>\n

1. Yolo Spirit<\/i><\/b><\/h3>\n

Las personas buscan la felicidad personal por encima de cualquier circunstancia. Las\u00a0 prioridades se reconfiguran e impulsan cambios vitales.\u00a0<\/span><\/p>\n

Las marcas tienen la oportunidad de<\/span> poner el foco en un positivismo real con experiencias y actividades de entretenimiento<\/b> que logren potenciar pasiones e impulsen a los consumidores a realizar cambios vitales.<\/span><\/p>\n

2. Backup Mindset\u00a0<\/i><\/b><\/h3>\n

La econom\u00eda de la abundancia se tambalea y los consumidores buscan alternativas m\u00e1s sostenibles, apostando por un consumo mucho m\u00e1s realista y consciente.<\/span><\/p>\n

Las marcas deber\u00e1n abanderar alternativas m\u00e1s sostenibles<\/b>, pensando en el minimalismo como aliado del bienestar personal y potenciando el valor por encima de la inmediatez.\u00a0<\/span><\/p>\n

\u00a03. Next Reality<\/i><\/strong><\/h3>\n

La explosi\u00f3n y evoluci\u00f3n de la econom\u00eda digital ha llegado para quedarse, ofreciendo un\u00a0 nuevo lugar donde interactuar, crear o consumir para las personas.\u00a0<\/span><\/p>\n

Las marcas que decidan apostar por nuevos entornos digitales tendr\u00e1n la oportunidad de <\/span>expandir su\u00a0 presencia m\u00e1s all\u00e1 de los canales tradicionales,<\/b> generar nuevas l\u00edneas de producto o democratizar\u00a0 territorios y experiencias que antes no estaban al alcance de todos.\u00a0<\/span><\/p>\n

4. Visible Care<\/i><\/b><\/h3>\n

<\/b>El autocuidado como necesidad principal m\u00e1s que como capricho. <\/span>Las marcas tienen la oportunidad de <\/span>apostar por referentes que sean aut\u00e9nticos y representativos<\/b>, que reflejen la diversidad de la sociedad. En este contexto, la tecnolog\u00eda tambi\u00e9n ser\u00e1 una gran aliada para promover un bienestar conectado y ayudar a los usuarios.\u00a0\u00a0<\/span><\/p>\n

5. Fans of Control<\/i><\/b><\/h3>\n

Los sentimientos de precariedad e inseguridad financiera hacen que los consumidores\u00a0 busquen una mayor sensaci\u00f3n de control. <\/span>Necesitan claridad, transparencia, flexibilidad <\/b>y opciones para tomar decisiones que se adapten a sus necesidades.\u00a0<\/span><\/p>\n

En este contexto, las empresas <\/span>podr\u00e1n ayudar a los consumidores a poner la atenci\u00f3n y el foco en lo verdaderamente importante <\/b>para simplificar su decisi\u00f3n de compra. Adem\u00e1s, se abre una ventana para evolucionar la atenci\u00f3n al cliente y proporcionar la respuesta correcta en el momento y lugar adecuado.\u00a0<\/span><\/p>\n

6. Purpose Check\u00a0<\/i><\/b><\/h3>\n

La demanda y las expectativas de los consumidores sobre los compromisos \u00e9ticos de las marcas est\u00e1n evolucionando y exigen ver acciones medibles, transparentes y coherentes de las marcas que eligen apoyar.\u00a0<\/span><\/p>\n

Ante esta situaci\u00f3n, las compa\u00f1\u00edas no solo tendr\u00e1n que comunicar su prop\u00f3sito, sino que <\/span>deber\u00e1n demostrarlo a trav\u00e9s de acciones medibles <\/b>que tangibilicen su impacto. <\/span><\/p>\n

Mediabrands Discovery<\/a>, el hub estrat\u00e9gico orientado a la exploraci\u00f3n de tendencias de IPG Mediabrands Espa\u00f1a, naci\u00f3 ante la necesidad de entender el contexto cambiante en el que nos movemos con el objetivo\u00a0 principal de ayudar a las marcas a crear conexiones m\u00e1s relevantes con las personas.<\/span><\/p>\n

Si quieres ampliar la informaci\u00f3n sobre las tendencias e informes en auge, contacta con el equipo de Mediabrands Discovery: <\/span>Mediabrands.discovery@mbww.com<\/b><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Seg\u00fan las conclusiones recogidas del informe \u2018Consumer Disruption\u2019, elaborado por el equipo de Mediabrands Discovery.<\/p>\n","protected":false},"author":30,"featured_media":151635,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5901],"tags":[398],"class_list":["post-151627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencias","tag-investigacion"],"acf":[],"yoast_head":"\nConsumer Disruption - Mediabrands Discovery - tendencias<\/title>\n<meta name=\"description\" content=\"Mediabrands Discovery presenta seis tendencias que marcar\u00e1n la relaci\u00f3n entre consumidores y marcas, en su estudio 'Consumer Disruption'.\" \/>\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=151627\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumer Disruption - 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