Diez tendencias para 2013, Frankenstein Personetics Style

11 12 2012

Post kickeado por Mauro A. Fuentes, que vivió en las entrañas de la bestia y salió como Jonás.

La verdad es que los temas de listas de tendencias, a partir de un cierto momento, empiezan a hacerse un poco brasas. Pero tienen su sentido: Son rápidas, tipo Executive Summary, y siempre te dan un insight con el que no contabas.

Una cosa que me he dado cuenta este año es que todas hablan de Personotecnia de una manera u otra, así que voy a hacer mi propia lista, contradiciéndome a lo Walt Whitman . Porque yo lo valgo.

(1) En la lista de tendencias de JWT, la número 4:

4. Personalización Aumentada

Medir y obtener datos de los consumidores es cada vez más fácil y económico. Al mismo tiempo, los consumidores generan cada vez más datos medibles que nunca. De esta forma, las marcas son cada vez más capaces de predecir el comportamiento de los clientes, saber qué necesita o quiere, y función de ello, personalizar ofertas y comunicaciones de manera precisa.

(2) En la lista de tendencias de Hubspot, la número 3:

PREDICTION #3:
KNOW THY CUSTOMER
Smarter marketing means understanding our customers beyond demographic information. In the future, we’ll be
looking outside our CRM system to collect a unified view of customer behavior. According to David Raab, contributing
analyst at Gleanster, web behavior data as well as data from other sources, such as accounting or order processing
systems, will become easier to integrate in 2013. Over the next year, it will become an increasingly important
initiative for CMOs to invest in technology that compiles customer data in a way that is more easily measurable and
actionable. As a result, customer analysis will become the hot new feature for marketing automation providers.

(3) En la lista de tendencias de Gartner, la número 5:

Strategic Big Data
Big Data is moving from a focus on individual projects to an influence on enterprises’ strategic information architecture. Dealing with data volume, variety, velocity and complexity is forcing changes to many traditional approaches. This realization is leading organizations to abandon the concept of a single enterprise data warehouse containing all information needed for decisions. Instead they are moving towards multiple systems, including content management, data warehouses, data marts and specialized file systems tied together with data services and metadata, which will become the “logical” enterprise data warehouse.

(4) En la lista de tendencias de Trendwatching, la número 7:

7. DATA MYNING: Hasta el día de hoy, el debate sobre los ‘grandes datos’ se ha centrado en el valor de los datos de los clientes para las empresas. En 2013, los compradores más avezados comenzarán a invertir el flujo, conforme los consumidores busquen poseer y obtener el máximo partido de los datos sobre su estilo de vida y recurran a marcas que empleen estos datos para ofrecer ayuda y consejos a sus clientes de manera proactiva sobre cómo mejorar su comportamiento y/o ahorrar dinero…

(5) En la lista de tendencias de Business2community, la número 5:

5. MOBILE MARKETING

Smartphones represent more than 50% of new mobile devices being purchased, and the growth of connected devices will soar throughout 2013. In fact, Ericsson estimates there will be over 50 billion connected devices in circulation by 2020, including laptops, tablets and smartphones. In North America, 2013 shall mark the first time that online access is greater from mobile devices than desktop or laptop. In fact, according to a recent study by UK telecom provider O2, it seems we hardly ever use our smartphones for calling anymore!

Smartphones hardly used for calls

What is the impact of this paradigm shirt? Among other things: the need to optimize newsletters for mobile reading, to optimize brand web sites through responsive design or mobile-first approaches, building mobile AdWords campaigns, etc. Not to mention the implications in location-based marketing and applications, from Foursquare to daily deals. At the end of the day, we now need to realize that Mobile is not a channel, it’s a way of life!

(6) En la lista de tendencias de Usefulsocialmedia, la número 1 ( De tres):

The first one is Customer Centricity. Essentially, getting to know your customer better, putting them at the heart of your business, and using that knowledge to improve your operations (and I don’t just mean marketing).

You can break customer-centricity down a little further, into four key goals:

  1. Know your customers better: Dig into your data to learn who your customers are and how to target them
  2. Put your customers at the centre of decision-making: Internal structures and processes to ensure your customer has a voice in every level of your organisation
  3. Move beyond demographics to individuals for effective marketing response
  4. Learn how to make efficiencies through better targeting – saving time and money

(7) En la lista de tendencias de Dcustom, la número 2:

2. Tailored consumer content experience
Social networks are expanding faster than anyone can really quantify, and mobile is illuminating the problems of content-hopping and short attention spans. Watch for an exponential increase in demand for content that engages in near real-time with relevant content to keep the audience interested.

(8,9,10) En la lista de tendencias de Smartinsights en Digital Marketing, las número 6,7,8:

6. A move from #bigdata to #smalldata

Big data hype cycle

As Alan Mitchell explained in our briefing on big data, in many organisations…

“Big Data is actually customer data: data about customer behaviour. This is something that organisations collect about their customers in order to do something like offer them a product or send them a message. It’s all about helping organisations do more, more efficiently.

We think there are bigger gains in connecting and using customer data using social, transactional customer data and with digital analytics to refine marketing through approaches such as social media outreach, conversion rate optimisation and marketing automation. Some say we need to exploit #smalldata before worrying about #bigdata.

7. Contextual targeting through ad networks

2012 has seen more use of the relatively new Adwords Remarketing technique and we can expect to see this increase in 2013.

Other networks.

Hub page: Behavioural ad targeting

8. Search personalisation including Google Search Plus Your World

Google has always been about increasing relevance; it’s based its success on this. Over the last several years, Google has been increasing its ability to tailor results for the individual. The advent of social recommendations in Google+ and Google Authorship favours brands with the biggest engagement who do more than simply promote through social media, but take customer engagement seriously.

De esta última pongo tres por:

  • Son particularmente buenas (La lista completa) y sería bastante similar a la que yo mismo generaría
  • Me hacen el trabajo sucio de MKT de mis productos y servicios ( Personotecnia, Publicidad Singular, Búsqueda personalizada ) ¡¡¡Gracias majetes!!!

Podría seguir, pero creo que sería redundante y que ya he “made my point”

Parece que no me va a faltar trabajo, ¿eh? Bueno, supongo que será si emigro al primer mundo 😀

¿Qué donde está la mía personal? No, disculpa, para hacer una lista personal y publicarla hay que ser gurú. Yo no llego a tanto. Gurú de huevo, que diría Tino:

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