{"id":18971,"date":"2021-06-04T09:03:51","date_gmt":"2021-06-04T08:03:51","guid":{"rendered":"https:\/\/imago-mc.com\/pruebas\/kids\/els-reptes-mon-digital\/"},"modified":"2021-06-04T09:37:29","modified_gmt":"2021-06-04T08:37:29","slug":"els-reptes-mon-digital","status":"publish","type":"post","link":"https:\/\/www.kids-cluster.com\/en\/els-reptes-mon-digital\/","title":{"rendered":"Els reptes d&#8217;un m\u00f3n digital"},"content":{"rendered":"<ul>\n<li>\n<h4><strong>Tenim les organitzacions les eines suficients per crear comunitats rellevants i campanyes d&#8217;impacte, o ens trobem en mig de la jungla digital sense una estrat\u00e8gia?<\/strong><\/h4>\n<\/li>\n<\/ul>\n<p><strong>\u00a0<\/strong><strong>eCommerce i pand\u00e8mia, una hist\u00f2ria amb final obert<\/strong><\/p>\n<p>El mes de gener de 2020, abans de qu\u00e8 la pand\u00e8mia ens impact\u00e9s, la Uni\u00f3 d&#8217;Entitats de Retail de Catalunya publicava un informe sobre el present i el futur del retail des del punt de vista dels consumidors m\u00e9s joves. L&#8217;estudi revela que els nois i noies d&#8217;entre 14 i 22 anys veuen la compra online com una finestra oberta a l&#8217;infinit i com una forma de consum c\u00f2moda i eficient, a m\u00e9s de considerar-la la seva forma natural de comprar pel fet de sentir-se en el seu medi. Per\u00f2 l&#8217;eCommerce no nom\u00e9s \u00e9s cosa de centennials: durant la pand\u00e8mia v\u00e0rem veure com un 10% de consumidors online feien la seva primera compra, segons dades de GfK, i segons el Servei Nacional del Consumidor (SERNAC), des de l&#8217;inici de la pand\u00e8mia i fins el mes d&#8217;agost, les compres per internet van tenir temps suficient per augmentar en m\u00e9s d&#8217;un 200%, el que va permetre a milers de consumidors avaluar i fer efectiva la compra de productes i contractar serveis. Per\u00f2, viur\u00e0 l&#8217;eCommerce un efecte rebot? No ho sabem del cert, per\u00f2 ara per ara tot sembla indicar que les tend\u00e8ncies en consum digital han vingut per quedar-se.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>El viatge de la compra online<\/strong><\/p>\n<p>Les prioritats de compra han canviat des de l&#8217;inici de la pand\u00e8mia, passant de l&#8217;anomenat &#8220;eCommerce b\u00fanquer&#8221; o compres de prove\u00efment i superviv\u00e8ncia, a l&#8217;hedonisme i la comoditat de les compres de moda, bellesa, jocs, llibres i altres sectors. A m\u00e9s, sorgeixen nous compradors en un mercat en el qual hi ha espai per a tothom, des de petites botigues en l\u00ednia fins als grans pure players com Amazon o AliExpress. En s\u00edntesi, s&#8217;obre una \u00e8poca d&#8217;oportunitats en el comer\u00e7 electr\u00f2nic amb m\u00e9s usuaris, que compren amb m\u00e9s intensitat i en nous establiments.<\/p>\n<p>Per\u00f2 el cert \u00e9s que no podem entendre l&#8217;eCommerce nom\u00e9s com la creaci\u00f3 d&#8217;una botiga virtual. L&#8217;eCommerce requereix una estrat\u00e8gia digital: engloba tot un viatge fins que el consumidor realitza la compra, proc\u00e9s que de mitjana s&#8217;allarga m\u00e9s de 45 dies des de la primera cerca fins al clic de compra. De fet, m\u00e9s del 90% dels compradors declaren haver-se informat en l\u00ednia pr\u00e8viament a realitzar la compra, sigui aquesta online o en botiga f\u00edsica.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Una generaci\u00f3 de pares i mares digitals<\/strong><\/p>\n<p>En aquest punt resulta clau entendre que el temps que dediquen les persones a consumir continguts digitals, si b\u00e9 ja era una tend\u00e8ncia a l&#8217;al\u00e7a, s&#8217;ha vist catapultat per la pand\u00e8mia: segons dades de Hootsuite (2021), la navegaci\u00f3 a la xarxa dels espanyols i espanyoles va assolir les 6 hores al dia de mitjana durant l&#8217;any passat. A m\u00e9s, prop de 37 milions d&#8217;usuaris a nivell nacional s\u00f3n actius a xarxes socials, amb m\u00e9s de 8 milions d&#8217;usuaris nous el 2020. Segons dades de l&#8217;Estudi sobre els H\u00e0bits d&#8217;Oci familiar de KID&#8217;S CLUSTER, els pares i mares actuals tenen com a principal font d&#8217;informaci\u00f3 les xarxes soials i internet, a un nivell similar al de les recomanacions d&#8217;amics i familiars. A internet, les fam\u00edlies busquen, comparen i tamb\u00e9 comparteixen i recomanen. En suma, les xarxes son un espai on conversar amb els consumidors, i una oportunitat per oferir-los contingut de valor vinculat a les necessitats que com a empreses podem cobrir.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Ets all\u00e0 on est\u00e0 el teu usuari?<\/strong><\/p>\n<p>Les persones, les fam\u00edlies i els infants estan connectats. Estem les empreses i organitzacions del sector preparades per trobar-nos amb els nostres clients en l\u00ednia? Sabem realment on estan i com conversar-hi? Tenim les eines suficients per crear comunitats rellevants i campanyes d&#8217;impacte, o ens trobem en mig de la jungla digital sense una estrat\u00e8gia? Sabem medir el retorn de l&#8217;impacte a les xarxes en termes de vendes i de fidelitzaci\u00f3? Sabem com estructurar un pla integral digital perqu\u00e8 la nostra organitzaci\u00f3 comuniqui de forma responsable i amb continguts de qualitat?<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Prepara\u2019t per la transformaci\u00f3 digital<\/strong><\/p>\n<p>L&#8217;any 2020, les empreses i organitzacions del sector infantil i familiar ens v\u00e0reu dir a trav\u00e9s de l&#8217;informe sobre l&#8217;impacte de la COVID que, en el curt i mitj\u00e0 termini, les vostres prioritats \u00e9ren la transformaci\u00f3 digital i la formaci\u00f3 especialitzada.<\/p>\n<p>Amb aquestes necessitats en ment, KID&#8217;S CLUSTER impulsa amb La Salle un itinerari d&#8217;especialitzaci\u00f3 totalment pr\u00e0ctic i exclusiu per a 12 empreses en els \u00e0mbits de la comunicaci\u00f3, el marketing i les vendes online que us permetr\u00e0 no nom\u00e9s adquirir noves habilitats i compet\u00e8ncies, si no dissenyar el Pla Integral de Marketing Digital i eCommerce de la vostra organitzaci\u00f3 amb els coneixements adquirits al llarg del programa.<\/p>\n<p>Participa en un, dos o els tres programes formatius que formen tot l&#8217;itinerari juntament amb altres empreses del sector amb qui compartir reptes i oportunitats:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.kids-cluster.com\/en\/marketing-digital-xarxes-socials\/\">Programa Marketing i Xarxes Socials<\/a><\/li>\n<li><a href=\"https:\/\/www.kids-cluster.com\/en\/marketing-digital-ecommerce\/\">Programa eCommerce<\/a><\/li>\n<li><a href=\"https:\/\/www.kids-cluster.com\/en\/marketing-digital-social-selling\/\">Programa Vendes i Social Selling<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Tenim les organitzacions les eines suficients per crear comunitats rellevants i campanyes d&#8217;impacte, o ens trobem en mig de la jungla digital sense una estrat\u00e8gia?  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