{"id":3160,"date":"2017-09-25T14:57:19","date_gmt":"2017-09-25T17:57:19","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/2017\/09\/25\/la-experiencia-la-relevancia-y-el-shopper\/"},"modified":"2017-09-25T14:57:19","modified_gmt":"2017-09-25T17:57:19","slug":"la-experiencia-la-relevancia-y-el-shopper","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/es\/2017\/09\/25\/la-experiencia-la-relevancia-y-el-shopper\/","title":{"rendered":"La experiencia, la relevancia y el shopper"},"content":{"rendered":"<h2><strong>La tecnolog\u00eda y el poder de decisi\u00f3n<\/strong><\/h2>\n<p id=\"line-4\" class=\"line\">La tecnolog\u00eda, contrario a lo que se imagina, no separ\u00f3, sino que acerc\u00f3 y conect\u00f3 a personas antes separadas por el tiempo o la distancia. Antes sin contacto, pero ahora interactuando e influyendo en la toma de decisiones y en la elecci\u00f3n de productos, ya sea con su opini\u00f3n o compartiendo su uso.<\/p>\n<p id=\"line-9\" class=\"line\">El ser humano est\u00e1 descubriendo nuevas formas de socializaci\u00f3n, m\u00e1s constantes y no menos humanas, y empez\u00f3 a exigirles a las marcas que tambi\u00e9n sean as\u00ed en sus interacciones. Ser humano es simple y complejo a la vez, y por eso crear un contacto leg\u00edtimo con un consumidor es dif\u00edcil.<\/p>\n<p id=\"line-12\" class=\"line\"><img loading=\"lazy\" class=\"alignnone wp-image-1106\" src=\"http:\/\/alicewonders.ws\/blog\/wp-content\/uploads\/2017\/09\/blog_750-300x167.png\" alt=\"hombre interactuando con un asistente digital hologr\u00e1fico en el punto de venta\" width=\"600\" height=\"335\" srcset=\"https:\/\/www.alicewonders.ws\/blog\/wp-content\/uploads\/2017\/09\/blog_750-300x167.png 300w, https:\/\/www.alicewonders.ws\/blog\/wp-content\/uploads\/2017\/09\/blog_750-768x429.png 768w, https:\/\/www.alicewonders.ws\/blog\/wp-content\/uploads\/2017\/09\/blog_750-1024x571.png 1024w, https:\/\/www.alicewonders.ws\/blog\/wp-content\/uploads\/2017\/09\/blog_750.png 1423w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p id=\"line-15\" class=\"line\">El marketing es ese v\u00ednculo entre la marca y la vida real, y los profesionales de marketing no se detienen en la b\u00fasqueda constante de la conexi\u00f3n perfecta, pero no pueden olvidar que el shopper es tan humano como ellos y que est\u00e1 dispuesto a pagar por un producto, pero tampoco cobra por recomendarlo entre sus amigos. Sin embargo, durante mucho tiempo lo tratamos solo como un \u201ctarget&#8221;, en un intercambio \u00fanico de bien por dinero, muchas veces sin generar ning\u00fan valor para ninguna de las partes, fingiendo darle el control de la elecci\u00f3n, pero en realidad pervirtiendo ese derecho con el pretexto del mejor precio, del mejor premio, de la mejor exhibici\u00f3n, encumbrando al producto con mayor presupuesto y relegando al &#8220;pobrecito&#8221;.<\/p>\n<p id=\"line-20\" class=\"line\">En este nuevo escenario, donde es necesario ser aut\u00e9ntico, el mejor lugar vuelve a ser la tienda f\u00edsica, que ahora, integrada al mundo online, puede agregar valor a los productos y volverse <a href=\"http:\/\/alicewonders.ws\/pt-br\/works\/stand-interativo-gafisa\">relevante a trav\u00e9s de experiencias <\/a>y de contenido de inter\u00e9s para el shopper, el consumidor o ambos, utilizando la tecnolog\u00eda para atraer, generar engagement y convertir, onsite u online.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La tecnolog\u00eda y el poder de decisi\u00f3n La tecnolog\u00eda, contrario a lo que se imagina, no separ\u00f3, sino que acerc\u00f3 &hellip; <\/p>\n","protected":false},"author":2,"featured_media":1108,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[614],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.6 - 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