{"id":59908,"date":"2020-12-16T13:07:55","date_gmt":"2020-12-16T12:07:55","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=59908"},"modified":"2023-06-13T17:47:22","modified_gmt":"2023-06-13T15:47:22","slug":"digital-son-els-pares","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/digital-son-els-pares\/","title":{"rendered":"El digital son els pares"},"content":{"rendered":"<p><a href=\"https:\/\/es.linkedin.com\/in\/alvaromr\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-47216\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2020\/12\/Alvaro-Malmierca.png\" alt=\"\" width=\"177\" height=\"177\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Alvaro-Malmierca.png 400w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Alvaro-Malmierca-300x300.png 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Alvaro-Malmierca-80x80.png 80w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Alvaro-Malmierca-65x65.png 65w\" sizes=\"(max-width: 177px) 100vw, 177px\" \/><\/a><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/digital-son-els-pares\/#Quan_els_Reis_Mags_tot_ho_poden%E2%80%A6\" >Quan els Reis Mags tot ho poden&#8230;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/digital-son-els-pares\/#%E2%80%A6_o_no\" >&#8230; o no<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/digital-son-els-pares\/#Digital_molt_mes_que_Internet\" >Digital, molt m\u00e9s que Internet<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/digital-son-els-pares\/#Nous_habits_noves_estrategies\" >Nous h\u00e0bits, noves estrat\u00e8gies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/digital-son-els-pares\/#Provar_errar_aprendre\" >Provar, errar, aprendre<\/a><\/li><\/ul><\/nav><\/div>\n\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.linkedin.com\/in\/alvaromr\/?originalSubdomain=es\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Alvaro Malmierca<\/strong><\/a><\/p>\n<p style=\"text-align: center;\">Professor de m\u00e0rqueting Euncet Business School<\/p>\n<p>Ara que s&#8217;acosten dates nadalenques, m&#8217;agradaria utilitzar la &#8220;m\u00e0gia&#8221; del Nadal per intentar donar resposta a com afrontar les nostres estrat\u00e8gies de m\u00e0rqueting digital. Abans de res, <strong>hem de tenir en compte que el digital no \u00e9s un concepte de m\u00e0rqueting o comunicaci\u00f3.<\/strong> El digital \u00e9s m\u00e9s que aix\u00f2, per\u00f2 solem simplificar-ho assumint que &#8220;digital = internet&#8221; o que digital \u00e9s un altre canal m\u00e9s, per\u00f2 no \u00e9s aix\u00ed. \u00a0<strong>El digital ha estat una revoluci\u00f3 social que influeix<\/strong>, abans que res, en les nostres vides personals, en la vida dels consumidors i, com a conseq\u00fc\u00e8ncia d&#8217;aix\u00f2,<strong> ha acabat repercutint en les estrat\u00e8gies de m\u00e0rqueting<\/strong>. Per explicar com donar els primers passos per enfocar estrat\u00e8gies digitals, utilitzar l&#8217;analogia dels Reis Mags, Santa Claus o Papa Noel.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-47113 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2020\/12\/digital-son-los-padres.jpg\" alt=\"digital son los padres\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/digital-son-los-padres.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/digital-son-los-padres-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/digital-son-los-padres-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Quan_els_Reis_Mags_tot_ho_poden%E2%80%A6\"><\/span>Quan els Reis Mags tot ho poden&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Permeteu-me comen\u00e7ar amb aquesta pregunta: com fan la carta als Reis Mags els nens i nenes que no saben que els Reis s\u00f3n els pares? Si recordeu la vostra inf\u00e0ncia o si ho viviu actualment amb els vostres fills, mentre no se sap que els Reis s\u00f3n els pares, solem demanar-ho tot, sense filtres, i no nom\u00e9s joguines, tamb\u00e9 somnis i il\u00b7lusions: la bici, la consola, un viatge a Disneyl\u00e0ndia i, per qu\u00e8 no, ser astronauta. <strong>\u00a0Els Reis s\u00f3n mags i tot ho poden! Bene\u00efda innoc\u00e8ncia.<\/strong> Per contra, un cop es descobreix el secret, penseu en com es fa la carta: primer, \u00a1prioritzes! Si vols la consola, no demanes la bici, no hagi de ser que et portin la bici i no arribi per a la consola. La carta es torna molt m\u00e9s realista i pr\u00e0ctica. Ja no hi ha astronautes ni un robot que et faci els deures ni el viatge a Disneylandia que, en la majoria dels casos, saps que els teus pares no es poden permetre. Malgrat aix\u00f2, d&#8217;haver revelat com funciona aquest misteri ancestral, <strong>les fam\u00edlies s\u00f3n capaces de no perdre la il\u00b7lusi\u00f3 d&#8217;aquesta nit m\u00e0gica, per\u00f2 es transforma en una cosa molt m\u00e9s real i amb unes expectatives m\u00e9s clares i definides. <\/strong><\/p>\n<blockquote><p><em>\u00abMentre no se sap que els Reis s\u00f3n els pares, solem demanar-ho tot, sense filtres, i no nom\u00e9s joguines, tamb\u00e9 somnis i il\u00b7lusions.\u00bb<\/em><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"%E2%80%A6_o_no\"><\/span><span style=\"font-weight: 400;\">&#8230; o no<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ja us podeu imaginar per on vaig. En moltes <strong>ocasions, dins de les nostres estrat\u00e8gies de m\u00e0rqueting, veiem &#8220;al digital&#8221; com aquest ens m\u00e0gic que resoldr\u00e0 tots els nostres problemes:<\/strong> que tinc poc pressupost per a una campanya de televisi\u00f3, ja que la fem en digital (esperant el mateix resultat); que tinc un target millennial al qual no s\u00e9 com arribar, doncs ho resolc en digital sense saber ni com ni on; que tinc una botiga en un petit carrer pel qual no passa ning\u00fa, doncs munto un e-commerce i solucionat.\u00a0<strong>Amb aix\u00f2 no vull dir que l&#8217;entorn digital no sigui adequat per treballar aquestes necessitats, per\u00f2 en la majoria dels casos, si ho simplifiquem i generalitzem, tindrem el mateix resultat i frustraci\u00f3 que aquest nen,<\/strong> que encara no sap qui s\u00f3n els Reis, en no rebre la bicicleta, no convertir-se en astronauta i que no se n&#8217;anir\u00e0 a Disneylandia.<\/p>\n<h2><img decoding=\"async\" class=\"size-full wp-image-47122 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2020\/12\/Digital-mucho-mas-que-Internet.jpg\" alt=\"\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Digital-mucho-mas-que-Internet.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Digital-mucho-mas-que-Internet-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Digital-mucho-mas-que-Internet-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Digital_molt_mes_que_Internet\"><\/span>Digital, molt m\u00e9s que Internet<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>El digital \u00e9s un ecosistema que t\u00e9 molt\u00edssimes subdisciplines que s\u00f3n tan diferents entre si com diferents s\u00f3n un diari d&#8217;un anunci de televisi\u00f3 o d&#8217;una falca de r\u00e0dio. <\/strong>\u00a0Entendre el digital no \u00e9s saber com funciona un DMP, la compra program\u00e0tica, un adserver o les campanyes d&#8217;influencers. Tampoc \u00e9s debatre sobre l&#8217;abast i l&#8217;engagement en xarxes socials ni con\u00e8ixer el trueview o els bumper ads de Youtube. <strong>\u00a0El digital no \u00e9s un lloc diferent on posar el que fem, no \u00e9s un canal m\u00e9s, \u00e9s ser conscient que podem solucionar els problemes de sempre de forma diferent a com ho f\u00e8iem abans.<\/strong> \u00a0\u00c9s entendre com utilitza la societat totes les seves capacitats i trobar les solucions adequades per a cada situaci\u00f3.<\/p>\n<p><strong>En digital no hi ha respostes est\u00e0ndard. El que funcionaper a mi, no ha de funcionar per a tu.<\/strong> \u00a0A les campanyes de TV la soluci\u00f3 estrat\u00e8gica per a una marca d&#8217;automoci\u00f3, per a una empresa de venda de bitllets d&#8217;avi\u00f3 o per a un gran distribu\u00efdor, s\u00f3n la mateixa: un espot de 30 o 20 segons. \u2014No se us fa estrany tenint en compte quant s\u00f3n els seus models de negoci i les motivacions de compra dels seus targets? Fins fa poc aquest model ha funcionat, no ho vam negar, i per ara sembla que ho continuar\u00e0 fent, per\u00f2 aix\u00f2 est\u00e0 canviant.<\/p>\n<blockquote><p><em>\u00abEl digital no \u00e9s un lloc diferent on posar el que fem, no \u00e9s un canal m\u00e9s.\u00bb<\/em><\/p><\/blockquote>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-47125 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2020\/12\/Nuevos-habitos-nuevas-estrategias.jpg\" alt=\"\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Nuevos-habitos-nuevas-estrategias.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Nuevos-habitos-nuevas-estrategias-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Nuevos-habitos-nuevas-estrategias-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Nous_habits_noves_estrategies\"><\/span>Nous h\u00e0bits, noves estrat\u00e8gies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>El consum de TV est\u00e0 caient<\/strong> i, en alguns d&#8217;aquests, de forma molt rellevant. <strong>La forma de consumir continguts ja no \u00e9s lineal, s&#8217;est\u00e0 eliminant la publicitat disruptiva i \u00e9s multidispositiu.<\/strong> Sent-ne conscients,<strong> no simplifiquem les nostres estrat\u00e8gies de comunicaci\u00f3 a fer en entorns digitals el mateix que f\u00e8iem a TV.<\/strong> El consumidor que est\u00e0 evolucionant, \u00e9s molt exigent i que sap que t\u00e9 el control, no l&#8217;acceptar\u00e0. Pensem en l&#8217;augment imparable d&#8217;instal\u00b7lacions d&#8217;adbloquers.\u00a0<strong>Les marques busquem audi\u00e8ncies, per\u00f2 els consumidors busquen continguts.<\/strong> Quan estan veient la televisi\u00f3 i arriben els anuncis, el nostre cervell es prepara per entendre que el que ve a continuaci\u00f3 \u00e9s publicitat. En l&#8217;entorn digital, els continguts i la publicitat estan tan units que deixen el consumidor vulnerable i desprevingut. Si no ho fem b\u00e9 es genera una falta de confian\u00e7a enorme.<\/p>\n<blockquote><p><em>\u00abLes marques busquem audi\u00e8ncies, els consumidors busquen continguts.\u00bb<\/em><\/p><\/blockquote>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-47128 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2020\/12\/Probar-errar-aprender.jpg\" alt=\"\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Probar-errar-aprender.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Probar-errar-aprender-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/12\/Probar-errar-aprender-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Provar_errar_aprendre\"><\/span>Provar, errar, aprendre<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Hem de provar i aprendre de l&#8217;error.\u00a0<strong>Innovar i arriscar<\/strong>. Escoltar el consumidor i oferir-li el que ens demana. Ser creatius en l&#8217;estrat\u00e8gia, igual o m\u00e9s que en les idees creatives de les campanyes.\u00a0<strong>El digital ha d&#8217;ajudar-nos per dir menys i fer m\u00e9s<\/strong>, per guanyar-nos aquesta confian\u00e7a amb fets i no amb paraules. <strong>Hem de fer la nostra carta als Reis sabent que el digital s\u00f3n els consumidors.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alvaro Malmierca Professor de m\u00e0rqueting Euncet Business School Ara que s&#8217;acosten dates nadalenques, m&#8217;agradaria utilitzar la &#8220;m\u00e0gia&#8221; del Nadal per intentar donar resposta a com afrontar les nostres estrat\u00e8gies de m\u00e0rqueting digital. Abans de res, hem de tenir en compte que el digital no \u00e9s un concepte de m\u00e0rqueting o comunicaci\u00f3. El digital \u00e9s m\u00e9s [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":47111,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[454],"tags":[],"class_list":["post-59908","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-comunicacio-i-vendes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Opini\u00f3 | El digital son els pares | Euncet Business School<\/title>\n<meta name=\"description\" content=\"Alvaro Malmierca, professor de l\u2019Euncet Business School, reflexiona sobre la import\u00e0ncia de personalitzar l\u2019estrat\u00e8gia digital.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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