{"id":13768,"date":"2019-12-18T12:52:29","date_gmt":"2019-12-18T11:52:29","guid":{"rendered":"https:\/\/imago-mc.com\/pruebas\/kids\/y-z-generacions-que-canviaran-teva-marca-2\/"},"modified":"2019-12-18T12:55:12","modified_gmt":"2019-12-18T11:55:12","slug":"entendre-els-mes-joves","status":"publish","type":"post","link":"https:\/\/www.kids-cluster.com\/es\/entendre-els-mes-joves\/","title":{"rendered":"Entendre els m\u00e9s joves, un repte per a les marques"},"content":{"rendered":"<p>&nbsp;<\/p>\n<table class=\"table-inner\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td class=\"fallback-font\" align=\"center\">\n<h3><strong>Entendre els m\u00e9s joves, un repte per a les marques<\/strong><\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td height=\"15\"><\/td>\n<\/tr>\n<tr>\n<td align=\"center\">\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Existeix un gran gruix de literatura que repassa les caracter\u00edstiques de les generacions\u00a0<strong>millennial o Y<\/strong>\u00a0(21-39 anys) i\u00a0<strong>centennial o Z<\/strong>\u00a0(0-20 anys). No \u00e9s casual que s\u2019hi posi el focus, doncs bona part dels joves adults que les integren ja formen part del mercat laboral i comercial: en conjunt,\u00a0<strong>representen gaireb\u00e9 la meitat de la poblaci\u00f3 de consum a Espanya\u00a0<\/strong>(41%). S\u00f3n dues generacions que, malgrat les difer\u00e8ncies que les separen, comparteixen el fet d\u2019estar integrades per\u00a0<strong>nadius digitals, de mentalitat col\u00b7laborativa, de car\u00e0cter vol\u00e0til i amb un elevat nivell d\u2019exig\u00e8ncia<\/strong>. Con\u00e8ixer i entendre les seves necessitats, reptes i aspiracions, aix\u00ed com els valors que els mouen, esdev\u00e9 clau per a les marques en tant que aquests trets determinen en gran mesura les seves decisions de compra.<\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>Els pilars de la competitivitat en un m\u00f3n global<\/strong><\/p>\n<p><strong><img decoding=\"async\" class=\"lazyload size-full wp-image-12767 alignleft\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27285%27%20height%3D%27200%27%20viewBox%3D%270%200%20285%20200%27%3E%3Crect%20width%3D%27285%27%20height%3D%27200%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2019\/09\/285x200-1.png\" alt=\"\" width=\"285\" height=\"200\" \/>Informaci\u00f3<\/strong><br \/>\nD\u2019una banda, la democratitzaci\u00f3 de la informaci\u00f3 que ha vingut donada per l\u2019\u00fas intensiu i extensiu dels canals de comunicaci\u00f3 digital ha possibilitat que aquestes generacions comparteixin opinions, investiguin amb facilitat i generin comunitats virtuals i nous tipus de prescriptors. Millennials i centennials estan immersos en l\u2019espai virtual i hi deixen pistes i rastres a partir dels quals con\u00e8ixer-los millor, per\u00f2 entendre les nostres audi\u00e8ncies com un numero \u00e9s una visi\u00f3 massa simplista. Els nostres clients s\u00f3n individus amb conviccions i valors que hem d\u2019entendre per tal d\u2019arribar a connectar-hi.<\/p>\n<p>&nbsp;<\/p>\n<p><strong><img decoding=\"async\" class=\"lazyload size-full wp-image-12764 alignleft\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27285%27%20height%3D%27200%27%20viewBox%3D%270%200%20285%20200%27%3E%3Crect%20width%3D%27285%27%20height%3D%27200%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2019\/09\/285x200.png\" alt=\"\" width=\"285\" height=\"200\" \/>Digitalitzaci\u00f3<\/strong><br \/>\nSegons un estudi realitzat per Findasense, una companyia espanyola de customer experience, els consumidors d\u2019aquestes dues generacions s\u00f3n m\u00e9s exigents amb les marques i fonamenten les seves decisions de compra en la confian\u00e7a que aquestes s\u00f3n capaces de generar. Dita confian\u00e7a exigeix a les organitzacions ser transparents, tenir valors i principis, explicar-los i actuar en conseq\u00fc\u00e8ncia. \u00c9s essencial, doncs, que les marques s\u2019adonin de la necessitat de digitalitzar-se per poder incrementar la seva transpar\u00e8ncia i per poder interaccionar amb els millennials i centennials en el seu mateix llenguatge, generant una interlocuci\u00f3 fluida, confian\u00e7a i fidelitat.<\/p>\n<table class=\"table-inner\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td class=\"fallback-font\" align=\"center\">\n<p style=\"text-align: left;\"><strong>La personalitzaci\u00f3 com a pont cap al nostre client<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td height=\"15\"><\/td>\n<\/tr>\n<tr>\n<td align=\"center\">\n<p style=\"text-align: justify;\">D\u2019altra banda, les generacions Y i Z demanden cada cop m\u00e9s\u00a0<strong>productes i experi\u00e8ncies personalitzats<\/strong>. L\u2019exig\u00e8ncia i la infidelitat que caracteritza els consumidors d\u2019avui fan que la innovaci\u00f3 constant sigui indispensable per a les marques. Alhora, la competitivitat empresarial incrementa entre aquelles organitzacions que son capaces de\u00a0<strong>p<\/strong><strong>osar el focus en el seu client<\/strong>, en comptes de posar-lo en el seu producte, per poder destacar en un mercat global i cada cop m\u00e9s divers.<\/p>\n<p style=\"text-align: justify;\">Con\u00e8ixer els valors del nostre client, saber per exemple que<strong>\u00a0ja no nom\u00e9s fonamenta les seves decisions de compra en consideracions vinculades al preu o a la qualitat<\/strong>, si no tamb\u00e9 en el comprom\u00eds de la marca amb el medi ambient, la igualtat de g\u00e8nere o el respecte vers els animals, esdev\u00e9 la pedra angular en el disseny d\u2019aquests productes i serveis personalitzats que se\u2019ns demanen.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><img decoding=\"async\" class=\"lazyload alignnone wp-image-12773 size-full\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271330%27%20height%3D%27520%27%20viewBox%3D%270%200%201330%20520%27%3E%3Crect%20width%3D%271330%27%20height%3D%27520%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2019\/09\/BANNER-WEB-2.png\" alt=\"\" width=\"1330\" height=\"520\" \/><\/p>\n<table class=\"table-inner\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td class=\"fallback-font\" align=\"center\">\n<p style=\"text-align: left;\"><strong>El canvi de paradigma<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td height=\"15\"><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: left;\" align=\"center\">El model\u00a0<em>product-centric<\/em>\u00a0queda obsolet. Ja no podem seguir dissenyant un producte o servei vinculat a una estrat\u00e8gia de marketing per atraure al client. El nostre consumidor, avui, exigeix situar-se al centre de l\u2019escena i que dissenyem i creem pensant en les seves necessitats, interessos i valors. \u00c9s la teoria de l\u2019evoluci\u00f3:\u00a0<strong>el producte s\u2019adapta a la demanda,\u00a0<\/strong><span style=\"background-color: #ffffff;\"><strong>o desapareix<\/strong>.\u00a0<\/span><br \/>\n<span style=\"background-color: #ffffff;\"><span style=\"font-family: 'Open Sans', Arial, sans-serif;\">Alguns sectors dins de l\u2019\u00e0mbit de l\u2019oci i el lleure han estat capa\u00e7os d\u2019adaptar la seva oferta a les necessitats del client, generant un entorn que connecta productes, serveis i experi\u00e8ncies en funci\u00f3 de les demandes del consumidor. \u00c9s el cas dels c\u00e0mpings, per exemple, que enguany han registrat el\u00a0<a href=\"https:\/\/www.elperiodico.com\/es\/economia\/20190720\/record-turistico-verano-registrara-camping-7561200\"><strong>record tur\u00edstic<\/strong><\/a>\u00a0de l\u2019estiu<\/span><span style=\"font-family: 'Open Sans', Arial, sans-serif;\">. Un canvi de concepte que s\u2019ha donat quan\u00a0<strong>s\u2019ha posat el focus en el client<\/strong>: de l\u2019acampada tradicional al\u00a0<em>glamping<\/em>, passant pel bungalow, o per la oferta de comer\u00e7, restauraci\u00f3, activitats i experi\u00e8ncies que s\u2019aglutinen al voltant del tradicional concepte de c\u00e0mping, el sector ha sabut escoltar, connectar i fidelitzar les fam\u00edlies d\u2019avui.<\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td height=\"20\"><\/td>\n<\/tr>\n<tr>\n<td align=\"center\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table class=\"table-inner\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td class=\"fallback-font\" align=\"center\">\n<p style=\"text-align: left;\"><strong>El temps lliure dels infants i les fam\u00edlies: qu\u00e8 necessiten i com els ho podem oferir?<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td height=\"15\"><\/td>\n<\/tr>\n<tr>\n<td align=\"center\">\n<p style=\"text-align: justify;\">Per tal de\u00a0<strong>fer realitat aquest canvi<\/strong>\u00a0de paradigma resulta indispensable, doncs, con\u00e8ixer el nostre client. Des de KID\u2019S CLUSTER, amb l\u2019objectiu de facilitar als nostres membres l\u2019acc\u00e9s a aquesta nova visi\u00f3 del mercat infantil i familiar, proposem de manera continuada diverses accions: workshops sobre\u00a0<em>customer centricity\u00a0<\/em>i\u00a0<em>customer experience<\/em>\u00a0de la m\u00e0 de l\u2019escola de negocis EADA; sessions formatives sobre comunicaci\u00f3 digital amb la col\u00b7laboraci\u00f3 de l\u2019ag\u00e8ncia de comunicaci\u00f3 i marketing Imago i amb ponents experts en medici\u00f3 d\u2019audi\u00e8ncies,\u00a0<em>storytelling\u00a0<\/em>i nous prescriptors; i, com a nucli del coneixement del nostre client final,\u00a0<strong>estudis de mercat i de les tend\u00e8ncies actuals<\/strong>\u00a0al voltant de les fam\u00edlies i els infants.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><img decoding=\"async\" class=\"lazyload alignnone wp-image-12430 size-full\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271330%27%20height%3D%27520%27%20viewBox%3D%270%200%201330%20520%27%3E%3Crect%20width%3D%271330%27%20height%3D%27520%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2019\/06\/Estudi-Oci_CAT.png\" alt=\"\" width=\"1330\" height=\"520\" \/><\/p>\n<table class=\"table-inner\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td class=\"fallback-font\" align=\"center\">\n<p style=\"text-align: left;\"><strong>L&#8217;estudi que canviar\u00e0 la teva marca<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td height=\"15\"><\/td>\n<\/tr>\n<tr>\n<td align=\"center\">\n<p style=\"text-align: justify;\">KID\u2019S CLUSTER proposa aquest 2019 participar en un estudi sobre els h\u00e0bits d\u2019oci de les fam\u00edlies i els infants que analitzar\u00e0 el concepte que tenen de temps lliure i que permetr\u00e0\u00a0<strong>entendre com es donen les decisions de compra<\/strong>\u00a0en un escenari on els\u00a0<strong>pares i mares<\/strong>\u00a0son\u00a0<strong>millennials<\/strong>\u00a0i els<strong>\u00a0fills i filles, centennials<\/strong>; un escenari on cal desxifrar qui\u00a0 s\u00f3n els nous prescriptors i quin pes tenen en el proc\u00e9s de compra; on hem de poder con\u00e8ixer quines\u00a0<strong>necessitats<\/strong>\u00a0tenen les fam\u00edlies i quin pes t\u00e9 la opini\u00f3 dels infants per saber a qui hem d\u2019adre\u00e7ar la nostra oferta i a trav\u00e9s de quins canals per tal que li arribi; un escenari on la consideraci\u00f3 de les opcions disponibles es dificulta per l\u2019enorme oferta i on cada individu es comporta de manera diferent en funci\u00f3 del tipus de producte o servei que estigui adquirint.<\/p>\n<p style=\"text-align: justify;\">L\u2019objectiu de KID\u2019S CLUSTER en impulsar aquest estudi va m\u00e9s enll\u00e0 de\u00a0<strong>comprendre millor el nostre client final<\/strong>\u00a0i reflexionar sobre l\u2019adequaci\u00f3 dels productes i serveis a les seves necessitats; volem posar a mans dels nostres associats els coneixements que els permetran detectar noves oportunitats de negoci per cr\u00e9ixer i destacar en un mercat global. Fer-ho de manera agrupada amb la resta de membres, per\u00f2, aporta als resultats un valor afegit: la participaci\u00f3 en tot el proc\u00e9s, des de la definici\u00f3 dels objectius fins a la ideaci\u00f3 de nous productes i serveis, permet als participants\u00a0<strong>crear sin\u00e8rgies que suposen l\u2019oportunitat de connectar l\u2019oferta<\/strong>. La major riquesa del cl\u00faster s\u00f3n els seus associats i la diversitat de sectors que representen: el resultat de treballar plegats, doncs, no nom\u00e9s \u00e9s la suma del seu coneixement, \u00e9s tamb\u00e9 la creaci\u00f3 de nous vincles i de noves oportunitats de col\u00b7laboraci\u00f3.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Entendre els m\u00e9s joves, un repte per a les marques Existeix un gran gruix de literatura que repassa les caracter\u00edstiques de les generacions\u00a0millennial o  [&#8230;]<\/p>\n","protected":false},"author":1430,"featured_media":12118,"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-13768","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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