{"id":11278,"date":"2019-02-05T17:54:54","date_gmt":"2019-02-05T16:54:54","guid":{"rendered":"https:\/\/imago-mc.com\/pruebas\/kids\/mirada-marketing-infantil\/"},"modified":"2019-03-05T12:31:38","modified_gmt":"2019-03-05T11:31:38","slug":"mirada-marketing-infantil","status":"publish","type":"post","link":"https:\/\/www.kids-cluster.com\/en\/mirada-marketing-infantil\/","title":{"rendered":"Una mirada al marketing infantil"},"content":{"rendered":"<p><strong>Barcelona, 5 de febrer de 2019<\/strong><\/p>\n<p>El passat 31 de gener <strong>KID&#8217;S CLUSTER<\/strong> va poder assistir al col\u00b7loqui &#8220;El Mirador Indiscret&#8221; que organitza regularment el <a href=\"http:\/\/www.colpublirp.com\">Col\u00b7legi de Publicitaris i Relacions P\u00fabliques de Catalunya<\/a>. En aquesta ocasi\u00f3, la trobada estava dedicada a l&#8217;an\u00e0lisi dels <strong>canvis que ha viscut el marketing infantil en els darrers anys<\/strong>, que s&#8217;ha hagut d&#8217;anar transformant d&#8217;acord amb els reptes derivats dels canvis generacionals.<\/p>\n<p>Jorge Esteve, director de <a href=\"https:\/\/themodernkids.com\">The Modern Kids and Family Barcelona<\/a>, va inaugurar la sessi\u00f3 explicant c<strong>om s\u00f3n els infants avui i fins a quin punt s\u00f3n cap\u00e7os d&#8217;influir en les decisions de compra a nivell familiar<\/strong>. Els infants s\u00f3n un p\u00fablic objectiu a tenir en compte ja que <strong>s\u00f3n un mercat propi<\/strong> (demanen productes als pares), <strong>s\u00f3n un mercat d&#8217;influ\u00e8ncia<\/strong> (determinen la compra d&#8217;un producte o un altre d&#8217;acord amb les seves necessitats), <strong>i s\u00f3n un mercat de futur<\/strong> (s\u00f3n el consumidor de dem\u00e0). En aquest sentit Jorge Esteve assenyala dues raons per les quals <strong>\u00e9s fonamental i estrat\u00e8gicament necessari tenir en compte els infants com a <em>decision makers<\/em><\/strong>: d&#8217;una banda, tedim a tenir menys fills i m\u00e9s tard i, de l&#8217;altra, patim la\u00a0<em>s\u00edndrome del pare culpable<\/em>. Tots dos fets fan que els infants rebin m\u00e9s atencions i que, en conseq\u00fc\u00e8ncia, el seu poder d&#8217;influ\u00e8ncia s&#8217;accentui.<\/p>\n<p>Els nens d&#8217;avui s\u00f3n madurs, fidels per\u00f2 exigents, oberts, prescriptors, 100% tecnol\u00f2gics i hiperinformats, apuntava Esteve. Des de <strong>Penguin Random House<\/strong> en s\u00f3n conscients. Anna Gago, Brand Manager de l&#8217;editorial va intervenir per explicar<strong> com un producte anal\u00f2gic com s\u00f3n els llibres t\u00e9 encaix en aquest nou escenari<\/strong> i com es traslladen els missatges de manera que arribin al p\u00fablic objectiu. Gago destaca un canvi important en aquest sentit, i \u00e9s que ja no es comunica massivament per arribar a quant m\u00e9s p\u00fablic millor, si no tot el contrari: pren import\u00e0ncia la <strong>microsegmentaci\u00f3\u00a0<\/strong>i la personalitzaci\u00f3 del marketing.<\/p>\n<p>Per \u00faltim va intervenir Sergio Garcia, CEO i fundador de <a href=\"https:\/\/www.petoons.com\/es\/\"><strong>Petoons<\/strong><\/a>, un <strong>videojoc multiplataforma ideat per a jugar en fam\u00edlia<\/strong>. Petoons \u00e9s un clar exemple de la creaci\u00f3 d&#8217;un producte\/experi\u00e8ncia que ha respost a la necessitat de tornar a connectar els membres de la fam\u00edlia en un m\u00f3n en qu\u00e8 el m\u00e9s habitual \u00e9s que cadasc\u00fa estigui a\u00efllat dins la seva pantalla. <strong>Petoons parla el llenguatge dels nens, per\u00f2 tamb\u00e9 el dels pares<\/strong>, i \u00e9s per aix\u00f2 que ha estat capa\u00e7 d&#8217;arribar tant lluny &#8211; entre d&#8217;altres, a ser reconegut com a <strong>Millor Joc Infantil per PlayStation<\/strong>.<\/p>\n<p>Des de KID&#8217;S CLUSTER vam marxar de la jornada havent apr\u00e8s que <strong>el marketing infantil ha de cr\u00e9ixer amb els infants<\/strong> i ha de pivotar sobre conceptes clau com el canvi constant, els entorns incerts, els nous models de fam\u00edlia i l&#8217;aprenentatge continu del target al qual ens dirigim.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Barcelona, 5 de febrer de 2019 El passat 31 de gener KID&#8217;S CLUSTER va poder assistir al col\u00b7loqui &#8220;El Mirador Indiscret&#8221; que organitza regularment el  [&#8230;]<\/p>\n","protected":false},"author":1430,"featured_media":10880,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-11278","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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