{"id":68090,"date":"2018-01-05T14:00:43","date_gmt":"2018-01-05T12:00:43","guid":{"rendered":"https:\/\/ipmark.com\/?p=68090"},"modified":"2018-01-05T14:00:43","modified_gmt":"2018-01-05T12:00:43","slug":"ecommerce-tendencias-2018","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=68090","title":{"rendered":"Ecommerce: ocho tendencias para 2018"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-68095\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/01\/Ecommerce-Tendencias-2018.jpg\" alt=\"Ecommerce-Tendencias-2018\" width=\"690\" height=\"400\" \/><\/p>\n<p><strong>El mundo del <a href=\"https:\/\/ipmark.com\/digital\/ecommerce\/\">ecommerce<\/a> est\u00e1 cambiando r\u00e1pida y dr\u00e1sticamente. En este contexto, Criteo, compa\u00f1\u00eda tecnol\u00f3gica especializada en marketing enfocado al ecommerce, ha seleccionado las que prev\u00e9 ser\u00e1n las ocho principales tendencias del comercio electr\u00f3nico en 2018.<\/strong><\/p>\n<p>Las <strong>innovaciones online<\/strong>, los <strong>compradores omnicanal<\/strong> y la <strong>interrelaci\u00f3n entre datos de consumo online y offline<\/strong> son algunas de las claves que definir\u00e1n la evoluci\u00f3n de esta actividad. A continuaci\u00f3n reproducimos, resumidas, las tendencias identificadas por Criteo y que se pueden consultar en el <a href=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/01\/Ecommerce_Criteo_Trends_2018.pdf\" rel=\"nofollow\"> informe completo<\/a>:<\/p>\n<p><strong>1. V\u00eddeo.<\/strong> El porcentaje de tiempo online de consumo de v\u00eddeo aumentar\u00e1 constantemente y obligar\u00e1 a anunciantes, publishers y agencias a reorganizarse y enfocarse m\u00e1s en este soporte.<\/p>\n<p><strong>2. Compra por voz.<\/strong> La compra por voz a trav\u00e9s de dispositivos como Google Home o Amazon Echo ser\u00e1 cada vez m\u00e1s frecuente y la tendencia ir\u00e1 hacia la personalizaci\u00f3n de la activaci\u00f3n por voz. Con abundantes datos sobre los intereses y las preferencias de los consumidores, los altavoces inteligentes podr\u00e1n ofrecer nuevos o existentes servicios de manera personalizada.<\/p>\n<p><strong>3. Relaci\u00f3n social-commerce.<\/strong> Se est\u00e1 borrando la l\u00ednea entre lo social y la venta a trav\u00e9s de servicios como el Marketplace de Facebook. Por su parte, Amazon Spark muestra im\u00e1genes de producto y permite compras instant\u00e1neas, como ya hacen Instagram y Pinterest. Adem\u00e1s, cada vez m\u00e1s empresas integrar\u00e1n chatbots como Facebook Messenger o Whatsapp. De hecho, para competir con estos servicios, Amazon tambi\u00e9n planea lanzar una plataforma de mensajer\u00eda instant\u00e1nea, Anytime, en 2018.<\/p>\n<p><strong>4. Ventas online-offline.<\/strong> Se experimentar\u00e1 un crecimiento del paso del tr\u00e1fico offline a interacciones online. La adquisici\u00f3n de Whole Foods por parte de Amazon proporcionar\u00e1 a este un conocimiento de los h\u00e1bitos de consumo y oportunidades de venta. Por su parte, los principales retailers buscar\u00e1n partnerships que les permitan utilizar mejor los datos de CRM en la tienda para encontrar y alcanzar a los consumidores online con campa\u00f1as personalizadas para generar re-engagement y aumentar las ventas.<\/p>\n<p><strong>5. Colaboraci\u00f3n de datos.<\/strong> Para mantenerse competitivos, los retailers y las marcas continuar\u00e1n agrupando activos de datos para personalizar el contenido y forjar relaciones m\u00e1s consistentes con los clientes. Colaborar y generar datos compartidos es una creciente necesidad para ambos y una oportunidad para alcanzar una escala similar a la de los gigantes digitales.<\/p>\n<p><strong>6. Optimizaci\u00f3n del cat\u00e1logo de productos.<\/strong> Para optimizar el cat\u00e1logo de productos, los anunciantes buscar\u00e1n maneras de agilizar la gesti\u00f3n de los elementos del feed, incluidas las descripciones y las im\u00e1genes.<\/p>\n<p><strong>7. GDPR y gesti\u00f3n de datos.<\/strong> El Reglamento General de Protecci\u00f3n de Datos (GDPR) entrar\u00e1 en vigor el 25 de mayo de 2018, afectando a los vendedores y compa\u00f1\u00edas que buscan llegar a m\u00e1s de 500 millones de ciudadanos de la Uni\u00f3n Europea (UE). El GDPR tendr\u00e1 un impacto global y se aplicar\u00e1 a todas las compa\u00f1\u00edas que realizan el seguimiento de los residentes en la UE con fines anal\u00edticos y de marketing. Al garantizar una mayor protecci\u00f3n de los datos de cada individuo, el GDPR recuperar\u00e1 la confianza de los consumidores, beneficiando a las empresas transparentes.<\/p>\n<p><strong>8. Adquisiciones y alianzas.<\/strong> En 2018, muchos retailers y marcas buscar\u00e1n posibles adquisiciones estrat\u00e9gicas y alianzas para mantener y aumentar la competitividad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El mundo del ecommerce est\u00e1 cambiando r\u00e1pida y dr\u00e1sticamente. En este contexto, Criteo, compa\u00f1\u00eda tecnol\u00f3gica especializada en marketing enfocado al<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[],"class_list":["post-68090","post","type-post","status-publish","format-standard","hentry","category-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ecommerce: ocho tendencias para 2018<\/title>\n<meta name=\"description\" content=\"Criteo analiza ocho tendencias que influir\u00e1n en el desarrollo del ecommerce en 2018.\" \/>\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=68090\" \/>\n<meta property=\"og:locale\" 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