Las Claves para entender a la Generación Z en 2017

vista 768 veces

Las predicciones anuales de medios y digital enfatizan la magnitud del reto que presenta la nueva generación, sus valores y sus expectativas.

17 de enero de 2017, – Kantar Millward Brown, una agencia global de análisis para crear marcas significativas, lanzó sus predicciones de medios y digital para 2017. Por noveno año consecutivo, los pronósticos de la compañía han guiado a los expertos en marketing en los retos y oportunidades de los siguientes doce meses, ayudándolos a conformar sus estrategias digitales.

La prioridad del año en marketing será entender rápidamente las necesidades, aspiraciones y el comportamiento de la Generación Z, también llamados post-millennials o centennials. Las marcas tendrán que generar consumer journeys mejor conectados, menos intrusivos, y con un acercamiento más inteligente y mesurado que disuada al cliente de bloquear sus anuncios.

A la par, los especialistas tendrán que desarrollar contenido creativo que apele a la imaginación y las emociones del consumidor Z si quieren que este grupo clave los acepte. Actualmente hay más de 2 mil millones de centennials; aproximadamente el 27% de la población mundial nació entre 1997 y 2011.

“La Generación Z no solo cambiará cómo se comunican las marcas, también las retará a mostrar su transparencia y autenticidad de forma digital”, dijo Adriana Arriaga, Directora de Medios y Digital de Kantar Millward Brown. “Las estrategias exitosas invertirán en plataformas digitales que permitan a los consumidores co-crear y tener una experiencia compartida con la marca; la Generación Z quiere tener acceso a todo, probarlo, deshacerlo y volverlo a crear”.

Las marcas tendrán que ser más abiertas, compartir sus historias y sus metas, y dar detalles de su proceso de producción para que la Gen Z determine si se identifica con sus valores.

Por último, los gerentes de marketing tendrán que pasar de su actual enfoque en lo lineal, factual y lingüístico, hacia contenido digital que apele a la imaginación a través de tecnologías como la realidad aumentada (AR) y la virtual (VR), dos formatos inmersivos que generan imágenes más poderosas. La Gen Z responderá mucho mejor que los millennials a las narrativas emocionales y musicales. Esto brindará nuevas oportunidades para diseñar contenido creativo que mueva los sentidos de la gente.

Arriaga añadió: “Esto requerirá de un nuevo acercamiento al contenido de marcas. El terreno está fértil para innovar, y los encargados de marketing deberán monitorear de cerca qué formatos les parecen intrusivos a los consumidores, sobre todo en sus pantallas móviles. Junto con esta nueva forma de crear contenido, las marcas tendrán que proveer una experiencia unificada en todos los puntos de contacto. La Gen Z creció conectada, y los modelos online/offline los impacientan y les parecen más viejos que ellos. Este grupo no se adaptará”.

Para hacer que todo esto suceda, hay que tener una sola visión del consumidor y una experiencia congruente de marca, lo que requerirá de nuevas ideas y tiempo e inversión considerables. Para muchas marcas bien establecidas, será necesario invertir tiempo enfocado en la mejora de su propia estructura y manejo de datos. En 2017, la meta será cuidar el tono y hacer que la experiencia se unifique a través de varios puntos de contacto de manera sinérgica para que se tenga más impacto e influencia. 

Kantar Millward Brown también prevé otros cambios:

•            Encontrar un balance entre targeting e intrusión. En 2017, los responsables de marketing se enfocarán en hallar el balance adecuado entre el targeting programático y un nivel de intrusión de mensajes que a los clientes les parece incómodo. Los publicistas y sus agencias deberán mezclar más ampliamente sus datos de targeting de audiencia basados en afinidad de marca, intereses, y demografía aproximada. Kantar Millward Brown espera ver un cambio en el targeting simplista que se basa en un solo input, ya sea comportamiento (websites, cosas en el carrito de compras), demografía o afinidad de marca.

•        Más sinergia de medios – Los expertos se enfrentarán de inmediato a la creciente sinergia de medios y su potencial para maximizar el impacto de marca y ventas. Los estudios de CrossMedia de Kantar Millward Brown muestran que las sinergias pueden crear el 25% de efectividad de medios a nivel global y casi el 40% en la región Asia-Pacífico. Cada vez surgen más sinergias sin relación a la TV y es importante considerar que si se quieren potencializar es necesario considerar la sincronización creativa así como la duplicidad y la activación gradual de los medios.

•        Acciones positivas para disuadir el ad blocking – La buena noticia para las marcas es que se podría revertir el aumento de bloqueos de anuncios comerciales. Se tendrán que inventar mejores formatos para afianzar un vínculo proactivo con el consumidor, así como analizar los motivos reales por los cuales la gente bloquea los anuncios.

 

“Todos los años hay nuevos retos, pero la Generación Z es muy distinta de sus predecesoras a nivel consumidor. Son muchos y muy móviles, crecieron durante una crisis financiera global y serán muy exigentes con las marcas que quieran ganarse un lugar en sus vidas. Entender las particularidades de este grupo deberá ser la prioridad de los expertos, que tendrán que adaptar sus herramientas de comunicación en los años por venir”, concluyó Adriana Arriaga.

 

 

Comments (32)

  1. Pingback: boating toys

  2. Pingback: utilaje de inghetata

  3. Pingback: DMPK

  4. Pingback: Cari klinik

  5. Pingback: rezeptfreie potenzmittel

  6. Pingback: الانسانية ديالى

  7. I definitely wanted to write a small note to be able to appreciate you for these awesome hints you are posting at this site. My time intensive internet lookup has at the end of the day been recognized with awesome strategies to share with my company. I would mention that most of us site visitors actually are unquestionably blessed to dwell in a useful network with very many wonderful people with beneficial opinions. I feel pretty privileged to have used your entire webpage and look forward to some more enjoyable times reading here. Thanks once more for everything.

  8. I enjoy you because of all of the labor on this site. Ellie enjoys setting aside time for internet research and it’s easy to see why. My spouse and i notice all relating to the compelling means you present good strategies through your web site and even recommend contribution from people on the situation so our favorite daughter is without question learning a whole lot. Take advantage of the rest of the year. You are always doing a first class job.

  9. After examine just a few of the blog posts in your website now, and I actually like your means of blogging. I bookmarked it to my bookmark web site checklist and will probably be checking back soon. Pls try my website as properly and let me know what you think.

  10. I needed to send you that very small word to help thank you the moment again for these awesome advice you have discussed in this case. It has been simply extremely generous with people like you to allow publicly just what a lot of folks could possibly have made available as an e-book in order to make some cash for themselves, even more so considering the fact that you could have done it if you ever wanted. The solutions also worked to be a good way to understand that most people have the identical keenness really like my very own to see very much more on the topic of this matter. Certainly there are lots of more fun sessions in the future for many who look over your blog.

  11. Pingback: gvk biosciences

  12. I wanted to send a comment to say thanks to you for those fabulous facts you are showing on this site. My time consuming internet search has at the end of the day been honored with brilliant information to write about with my classmates and friends. I ‘d claim that most of us visitors are extremely lucky to exist in a good community with so many awesome people with very beneficial techniques. I feel quite lucky to have discovered your entire webpages and look forward to plenty of more entertaining minutes reading here. Thank you once more for a lot of things.

  13. I am usually to blogging and i actually recognize your content. The article has really peaks my interest. I’m going to bookmark your web site and hold checking for new information.

  14. I definitely wanted to compose a quick word to say thanks to you for these pleasant advice you are writing on this website. My particularly long internet investigation has at the end been recognized with beneficial strategies to share with my pals. I would tell you that we visitors are truly blessed to be in a good network with so many awesome individuals with great basics. I feel extremely blessed to have encountered the webpage and look forward to many more awesome times reading here. Thanks once again for a lot of things.

  15. I actually wanted to develop a small remark in order to say thanks to you for some of the fabulous advice you are giving at this site. My extensive internet research has now been rewarded with good quality details to exchange with my family. I ‘d believe that most of us site visitors actually are undoubtedly fortunate to be in a fine community with many outstanding people with good plans. I feel truly privileged to have discovered your entire webpage and look forward to so many more thrilling moments reading here. Thanks again for all the details.

  16. I and also my guys were found to be looking through the great tips and tricks located on your website and suddenly developed a horrible feeling I had not expressed respect to the web site owner for those secrets. These women became so excited to study all of them and have definitely been making the most of these things. I appreciate you for simply being very helpful and for utilizing variety of marvelous things most people are really eager to be informed on. My personal honest apologies for not saying thanks to earlier.

  17. Pingback: diyala engineer

  18. Thanks so much for providing individuals with an exceptionally terrific possiblity to read from this website. It is usually very nice and also stuffed with amusement for me personally and my office peers to visit your blog on the least three times every week to find out the latest issues you have got. And lastly, I am also at all times contented with the powerful pointers served by you. Selected 4 tips in this post are easily the most impressive I’ve had.

  19. Pingback: horoscopes

  20. I and my friends were actually following the great guidelines found on your web site and all of a sudden I got an awful feeling I had not expressed respect to the web site owner for those techniques. My men appeared to be for that reason warmed to see all of them and have in effect really been having fun with them. Thanks for turning out to be really accommodating and for picking out variety of important subject matter most people are really wanting to learn about. Our own honest apologies for not saying thanks to you earlier.

  21. Pingback: empresas informática

  22. Thanks a lot for giving everyone such a superb opportunity to read from this blog. It can be so amazing and also jam-packed with a great time for me and my office mates to visit your blog the equivalent of thrice in 7 days to study the new tips you have got. And lastly, I am actually astounded considering the perfect advice served by you. Certain two ideas in this post are ultimately the very best I have ever had.

  23. I want to get across my affection for your generosity supporting those people who really want help with your area of interest. Your very own dedication to passing the message all-around appeared to be incredibly beneficial and have always made individuals just like me to reach their pursuits. This insightful recommendations entails a great deal a person like me and far more to my office colleagues. Thank you; from all of us.

  24. I as well as my friends came following the great advice on your website and immediately I got a terrible suspicion I never expressed respect to you for those secrets. Most of the young boys became as a result warmed to read through them and have in effect pretty much been making the most of those things. Thanks for actually being quite thoughtful and for settling on variety of important subject areas most people are really needing to know about. My very own sincere apologies for not expressing gratitude to sooner.

  25. Thanks a lot for providing individuals with such a nice opportunity to read from here. It’s always very enjoyable and stuffed with a great time for me personally and my office co-workers to search your site the equivalent of 3 times in a week to learn the newest stuff you will have. And lastly, I am just always astounded with all the perfect hints you serve. Selected 4 ideas in this posting are surely the finest we have had.

  26. Thank you a lot for providing individuals with a very brilliant opportunity to read from here. It’s usually so beneficial and also stuffed with amusement for me and my office fellow workers to visit your blog at a minimum three times in one week to see the new things you will have. And of course, I am just always motivated concerning the awesome points you give. Some 4 points in this post are definitely the best we have all had.

  27. I simply wanted to make a quick word to be able to express gratitude to you for all the great techniques you are placing here. My considerable internet research has at the end been compensated with beneficial details to go over with my friends and family. I ‘d point out that we visitors are extremely fortunate to live in a decent site with very many perfect people with valuable guidelines. I feel very much fortunate to have seen your web site and look forward to many more excellent times reading here. Thanks a lot once again for everything.

  28. I must express my love for your generosity for women who have the need for guidance on the study. Your very own commitment to getting the solution throughout has been particularly important and have without exception permitted ladies much like me to realize their ambitions. This warm and friendly help implies a great deal to me and far more to my office workers. Thanks a ton; from everyone of us.

  29. I am just commenting to make you know what a notable experience my friend’s princess experienced viewing your blog. She discovered lots of issues, which included what it is like to have a marvelous helping spirit to have certain people very easily know chosen tortuous matters. You truly did more than her desires. I appreciate you for coming up with these practical, trusted, revealing and even unique tips about the topic to Mary.

  30. Thanks a lot for providing individuals with such a memorable opportunity to read articles and blog posts from this blog. It is usually very awesome plus packed with a good time for me personally and my office colleagues to visit your web site minimum three times per week to read the new stuff you will have. Of course, I am certainly impressed with your extraordinary secrets you serve. Certain 1 points in this posting are easily the most beneficial I have had.

  31. I actually wanted to construct a brief remark so as to thank you for all the nice concepts you are giving at this site. My incredibly long internet lookup has finally been paid with pleasant content to exchange with my friends. I would mention that most of us site visitors are definitely fortunate to dwell in a superb site with very many special professionals with useful techniques. I feel somewhat lucky to have come across the webpage and look forward to really more amazing times reading here. Thanks a lot once again for everything.

  32. My husband and i got absolutely peaceful Louis managed to carry out his investigation out of the precious recommendations he gained in your weblog. It is now and again perplexing just to find yourself freely giving key points men and women may have been making money from. Therefore we understand we need the website owner to be grateful to for this. The main illustrations you have made, the simple web site menu, the relationships you can aid to create – it’s everything spectacular, and it’s really assisting our son in addition to our family do think the subject is pleasurable, and that’s very indispensable. Many thanks for the whole thing!

Comentarios

Su dirección de correo no se hará público.