{"id":24195,"date":"2023-01-31T15:07:19","date_gmt":"2023-01-31T13:07:19","guid":{"rendered":"https:\/\/imago-mc.com\/pruebas\/kids\/petjada-digital-target-infantil-familiar-traves-lestudi-indedit-kids-cluster\/"},"modified":"2023-10-24T12:45:22","modified_gmt":"2023-10-24T10:45:22","slug":"petjada-digital-target-infantil-familiar-traves-lestudi-indedit-kids-cluster","status":"publish","type":"post","link":"https:\/\/www.kids-cluster.com\/es\/petjada-digital-target-infantil-familiar-traves-lestudi-indedit-kids-cluster\/","title":{"rendered":"Petjada digital del target infantil i familiar a trav\u00e9s de l\u2019estudi ind\u00e8dit de KID\u2019S CLUSTER"},"content":{"rendered":"<ul>\n<li><strong>KID\u2019S CLUSTER presenta i aprofundeix en l\u2019estudi in\u00e8dit sobre la petjada digital del target sector infantil i familiar, elaborat per Epsilon Technologies, que t\u00e9 per objectiu identificar oportunitats estrat\u00e8giques de contingut digital\u00a0per a incrementar la notorietat, la consideraci\u00f3 i les oportunitats de negoci de les empreses del sector.<\/strong><\/li>\n<li><strong>L\u2019estudi ha analitzat les 100 marques referents del sector kids &amp; families, entre elles Abacus, Caprabo, la Corporaci\u00f3 Catalana de Mitjans Audiovisuals, Edeb\u00e9, PortAventura World, Devir, English Summer i Imagin. <\/strong><\/li>\n<li><strong>Educa Borras, referents del sector de la joguina, i JOVI, referents en material per al foment i desenvolupament de l&#8217;educaci\u00f3 art\u00edstica, han participat en el workshop web, la primera sessi\u00f3 estrat\u00e8gica de l\u2019any de KIDS LUSTER, compartint com les tend\u00e8ncies i estrat\u00e8gies en comunicaci\u00f3 digital suposen reptes i noves oportunitats per a les seves respectives marques.<\/strong><\/li>\n<\/ul>\n<p>El passat dijous 26 de gener vam dur a terme la<strong> primera sessi\u00f3 estrat\u00e8gica<\/strong> a per a membres del cl\u00faster del 2023 de la m\u00e0 d\u2019<strong>Epsilon Technologies<\/strong>, consultora especialista en xarxes socials enfocada al comportament de consumidors i marques. Un workshop web sobre la <strong>petjada digital del target infantil i familiar, i sobre les tend\u00e8ncies i estrat\u00e8gies en comunicaci\u00f3 digital<\/strong> m\u00e9s rellevant per a les empreses per aquest any. Una sessi\u00f3 transversal sobre l\u2019estrat\u00e8gia de comunicaci\u00f3 digital de les empreses del sector infantil i familiar.<\/p>\n<p>En la primera, vam descobrir les <strong>23 tend\u00e8ncies en comunicaci\u00f3 m\u00e9s rellevants per al 2023, <\/strong>detectades per Epsilon Technologies, on destaquem: l\u2019aposta per als <strong>continguts en format vertical<\/strong>, la import\u00e0ncia de <strong>conversar i interactuar amb el consumidor<\/strong>, potenciar els <strong>cobrandings<\/strong>, crear continguts <strong>aut\u00e8ntics i cre\u00efbles<\/strong>, contemplar estrat\u00e8gies de comunicaci\u00f3 en el <strong>metavers<\/strong> i no perdre de vista<strong> BeReal<\/strong>. Vam finalitzar el primer bloc compartint dubtes i inquietuds de les empreses participants sobre la seva estrat\u00e8gia de comunicaci\u00f3 digital.<\/p>\n<p>Segons Sergi Garcia, Chief Strategy Officer d\u2019Epsilon Technologies, ponent de la sessi\u00f3, sobre la import\u00e0ncia en invertir en xarxes socials <em>\u201cofereixen un retorn de la inversi\u00f3 \u00a0(ROI) 1,7 vegades m\u00e9s gran que el de la televisi\u00f3\u201d<\/em>. Una dada molt alineada amb l\u2019estrat\u00e8gia de comunicaci\u00f3 digital de les empreses participants a la sessi\u00f3, que van respondre una enquesta pr\u00e8via sobre la seva inversi\u00f3 en comunicaci\u00f3 digital.<\/p>\n<p>En la segona part de la sessi\u00f3, vam aprofundir en l\u2019<strong>estudi sobre la petjada digital del target infantil i familiar de KID\u2019S CLUSTER<\/strong> elaborat per Epsilon Technologies i presentant en prim\u00edcia durant el KID\u2019S INNOVATION FEST 2022, en el workshop sobre xarxes socials i comunicaci\u00f3 digital. L\u2019estudi es va elaborar a trav\u00e9s de la <strong>an\u00e0lisis de 100 marques referents del sector kids &amp; families<\/strong>, com <strong>Abacus, Caprabo, la Corporaci\u00f3 Catalana de Mitjans Audiovisuals, Edeb\u00e9, PortAventura World, Devir, English Summer i Imagin.<\/strong><\/p>\n<p>L\u2019estudi permet\u00a0<strong>identificar els comportaments de consum,\u00a0oportunitats,\u00a0tend\u00e8ncies i sentiments del\u00a0target<\/strong>, amb\u00a0l\u2019objectiu d\u2019<strong>identificar oportunitats estrat\u00e8giques de contingut digital\u00a0per a incrementar la notorietat, la consideraci\u00f3 i les oportunitats de negoci de les organitzacions<\/strong> (estudi exclusiu per a socis de KID\u2019S CLSUTER, per a m\u00e9s informaci\u00f3 sobre l\u2019estudi, <a href=\"mailto:aestrugo@kids-cluster.com\">contacta\u2019ns<\/a>).<\/p>\n<p>Per a l\u2019elaboraci\u00f3 de l\u2019estudi, es van monitoritzar els seg\u00fcents 5 ecosistemes:<\/p>\n<ul>\n<li>Web\u00a0traffic<\/li>\n<li>Search<\/li>\n<li>Social Media<\/li>\n<li>Social\u00a0listening<\/li>\n<li>Prescriptors<\/li>\n<\/ul>\n<p>Durant el workshop web i, a trav\u00e9s dels resultats de l\u2019estudi, vam identificar <strong>estrat\u00e8gies per a enfortir el vincle de les marques<\/strong> amb els seus clients, vam detectar els <strong>territoris de comunicaci\u00f3<\/strong> que millor funcionen, vam analitzar el <strong>web traffic de les 100 marques referents<\/strong> del sector i vam analitzar el <strong>sentiment de les seves publicacions<\/strong> a les xarxes socials, incidint en la import\u00e0ncia de treballar la <strong>gesti\u00f3 de crisis<\/strong> tamb\u00e9 a les xarxes socials. Tamb\u00e9, vam identificar casos de <strong><em>Best Practices<\/em><\/strong> en comunicaci\u00f3 digital de marques del sector, i la import\u00e0ncia de d\u2019<strong>analitzar la nostra pr\u00f2pia petjada digital i la de la nostra compet\u00e8ncia<\/strong> directa.<\/p>\n<p>Destaquem les seg\u00fcents reptes compartits per part de les marques participants al workshop web:<\/p>\n<ul>\n<li><strong>Com connectar a trav\u00e9s de les xarxes socials amb el nostre target<\/strong> (infants de 0 a 12 anys), <strong>quan no estan presents a les xarxes socials<\/strong>?<\/li>\n<li>\u00c9s evident que <strong>TikTok \u00e9s tend\u00e8ncia, quin \u00e9s el risc d\u2019invertir en aquesta plataforma<\/strong> quan hi ha pa\u00efsos que l\u2019estan penalitzant per incompliments legals? Hem de deixar d\u2019invertir en altres com, per exemple, Instagram?<\/li>\n<li><strong>Col\u00b7laborar amb influencers t\u00e9 molts avantatges<\/strong> per a connectar amb la nostra audi\u00e8ncia i perqu\u00e8 actu\u00efn com a prescriptors dels nostres productes o serveis, per\u00f2 moltes vegades <strong>la reputaci\u00f3 de la nostra marca va lligada a ells\/es<\/strong>. Com gestionar la nostra reputaci\u00f3 en moments de crisi quan un\/a influencer amb qui treballem t\u00e9 un comportament percebut per l\u2019audi\u00e8ncia com a negatiu.<\/li>\n<\/ul>\n<p>Queda pal\u00e8s la i<strong>mport\u00e0ncia d&#8217;invertir en l\u2019estrat\u00e8gia en comunicaci\u00f3 digital<\/strong> en les organitzacions i com de necessari \u00e9s l\u2019<strong>actualitzaci\u00f3 constant en tend\u00e8ncies<\/strong> per a estar al dia i poder connectar amb el nostre target. Tamb\u00e9, \u00e9s de vital import\u00e0ncia <strong>analitzar constantment la nostra activitat<\/strong> en l\u2019\u00e0mbit digital per saber si hem d\u2019adaptar la nostra estrat\u00e8gia, aix\u00ed com l\u2019activitat de la nostra <strong>compet\u00e8ncia<\/strong>: qu\u00e8 estan fent? Com s\u2019estan comportant? Quines s\u00f3n les seves bones pr\u00e0ctiques? I les seves \u00e0rees de millora?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>KID\u2019S CLUSTER presenta i aprofundeix en l\u2019estudi in\u00e8dit sobre la petjada digital del target sector infantil i familiar, elaborat per Epsilon Technologies, que t\u00e9 per  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