{"id":17624,"date":"2020-11-30T10:50:57","date_gmt":"2020-11-30T09:50:57","guid":{"rendered":"https:\/\/imago-mc.com\/pruebas\/kids\/los-adolescentes-no-ven-television\/"},"modified":"2020-11-30T10:51:18","modified_gmt":"2020-11-30T09:51:18","slug":"los-adolescentes-no-ven-television","status":"publish","type":"post","link":"https:\/\/www.kids-cluster.com\/en\/los-adolescentes-no-ven-television\/","title":{"rendered":"Los adolescentes no ven la televisi\u00f3n"},"content":{"rendered":"<p><strong>\u201cEl \u00faltimo programa de televisi\u00f3n lo vi hace 3 a\u00f1os, no he utilizado nunca Facebook y no hago caso a los anuncios convencionales\u201d. Es el testimonio de Ona Puig, de 14 a\u00f1os de edad y nativa digital, que ha servido para constatar cual es el entorno de los adolescentes y en el que deber\u00edan intervenir las marcas que est\u00e1n en este segmento. Daniel Devai, experto en estrategia digital, lo ha certificado con datos durante la \u00faltima sesi\u00f3n del KID\u2019S INNOVATION DAY(S) 2020.<\/strong><\/p>\n<p>Barcelona \/ 26 de noviembre de 2020<\/p>\n<p><strong>Vivimos en mundos paralelos<\/strong>. Esta es la impresi\u00f3n generalizada de los m\u00e1s de 100 asistentes a la sesi\u00f3n sobre la Transformaci\u00f3n de las Familias despu\u00e9s de escuchar a <strong>Ona Puig<\/strong>. Sus referentes, sus canales de comunicaci\u00f3n y sus preferencias a la hora de consumir contenidos no se parecen en nada a los de la generaci\u00f3n de sus padres.<\/p>\n<p><strong>Daniel Devai, CEO de Epsilon Technologies y experto en estrategia digital<\/strong> lo ha resumido con datos: <strong>\u201cLa \u00faltima semana el youtuber ElRubius gener\u00f3 3,8 millones de interacciones, mientras que la marca que mejor lo hizo lleg\u00f3 a las 23.000; es un muy buen n\u00famero, pero la diferencia entre cifras es obvia\u201d<\/strong>. Y no es algo casual. Seg\u00fan Devai, el secreto est\u00e1 \u201c<strong>en la omnicanalidad: ElRubius reparte su contenido casi a partes iguales en Instagram, Youtube y Twitter; en la frescura, el dinamismo y el dominio del lenguaje audiovisual\u201d<\/strong>. Ona Puig lo certifica: <strong>\u201cnuestros referentes son m\u00e1s informales, m\u00e1s naturales, m\u00e1s cercanos\u2026 nosotros no hacemos caso a la publicidad convencional, pero a s\u00ed a nuestros amigos e influencers, porque hablan el mismo idioma\u201d<\/strong>.<\/p>\n<p>Pero \u00bfc\u00f3mo acercar estos dos mundos? \u00bfC\u00f3mo deben las marcas aproximarse a este nuevo p\u00fablico? Para Devai <strong>\u201cel entorno es cada vez m\u00e1s complejo y lo primero que deben hacer las marcas es entender c\u00f3mo se construye el ecosistema y cu\u00e1les son los players dominantes, para despu\u00e9s actuar de modo selectivo, segmentando por intereses y nunca por canal, y, por descontado, asumiendo riesgos porque de lo contrario te quedas en la indiferencia\u201d<\/strong>. Por su parte, Ona Puig, ha explicado que para ella <strong>\u201cno es importante cuantos seguidores tengas porque todos somos inluencers y prescriptores en nuestro c\u00edrculo de amistades\u201d<\/strong>.<\/p>\n<p>La sesi\u00f3n tambi\u00e9n ha contado con la dinamizaci\u00f3n de <strong>Esther Hierro, directora general de Marinva<\/strong>, quien ha agradecido a Ona que contara abiertamente a los asistentes sus sensaciones sin miedo a que nadie la juzgara y a Daniel por traducir todos los comentarios en algo comprensible y de valor para las empresas. Hierro tambi\u00e9n ha recordado que <strong>\u201cla brecha entre generaciones ha existido siempre, pero el secreto est\u00e1 en escuchar y comprender para poder entendernos\u201d<\/strong>.<\/p>\n<p><strong>Anna Canela, Head of Engagement &amp; Social Media de Imagin<\/strong>, ha sido la encargada de abrir la sesi\u00f3n. En su intervenci\u00f3n ha apuntado que \u201c<strong>las marcas ya no competimos entre nosotras, sino que lo hacemos contra influencers y youtubers, contra personas a las que nuestro target no conocen pero en las que s\u00ed conf\u00edan\u201d<\/strong>. Y ha a\u00f1adido que \u201c<strong>las marcas debemos humanizarnos y crear contenidos conjuntamente con nuestro p\u00fablico para que se identifiquen y se sientan orgullosos de nuestros productos y servicios\u201d<\/strong>.<\/p>\n<p>KID\u2019S INNOVATION DAY(S) es el evento de referencia anual para la transformaci\u00f3n del sector infantil i familiar al que se han inscrito m\u00e1s de 200 profesionales, Toda la informaci\u00f3n en <a href=\"https:\/\/www.kidsinnovationday.com\/\">https:\/\/www.kidsinnovationday.com\/<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cEl \u00faltimo programa de televisi\u00f3n lo vi hace 3 a\u00f1os, no he utilizado nunca Facebook y no hago caso a los anuncios convencionales\u201d. Es el  [&#8230;]<\/p>\n","protected":false},"author":1430,"featured_media":0,"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-17624","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los adolescentes no ven la televisi\u00f3n - KIDS CLUSTER<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.kids-cluster.com\/en\/los-adolescentes-no-ven-television\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Los adolescentes no ven la televisi\u00f3n - KIDS CLUSTER\" \/>\n<meta property=\"og:description\" content=\"\u201cEl \u00faltimo programa de televisi\u00f3n lo vi hace 3 a\u00f1os, no he utilizado nunca Facebook y no hago caso a los anuncios convencionales\u201d. 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