El comportamiento del consumidor en el mundo digital.
Hace unos días publique un post de una agencia de publicidad interactiva que colgaba en su web los diferentes pdfs de lo estudios que iban realizando sobre el consumidor y su comportamiento en la web.
Hoy gracias al blog de David Armano he encontrado otra agencia que hace lo mismo, Avenue A-Razorfish. En su web podemos encontrar diferentes estudios sobre el comportamiento de la gente dentro del mundo digital y, creo que muy importante, como esta relación “digital” ha hecho cambiar su modo de relacionarse con otros aspectos de su día a día.
Los destacados que hace David Armano son los siguientes:
“1. Old-school design methods are failing. The pace of change among consumers and competitors has grown so fast that using a conventional process to hatch a marketing campaign, a Web site, or a new product virtually dooms it to being obsolete by the time it’s complete.
2. Innovation is the new currency. The days of a whopping marketing budget or a pretty design equaling success are over, as Blendtec has so well proved. If you’re not creating something that’s genuinely new—as well as useful and delightful—you are screwed.
3. Everyone is a creative. Your next-door neighbor can make a YouTube video or design a MySpace page that sits on an equal media playing field with anything we produce here at Avenue A | Razorfish.
4. Narrative is the experience. As the Web becomes the preferred destination for brand exploration, digital experiences must become richer, deeper, and more able to tell compelling stories. If your brand experience depends entirely on pages and clicks, it’s time to wonder, “What is my story?”
Y estos son otros destacados por Guy Kawasaki:
“1. Vertical content properties and paid search were the biggest beneficiaries of the increase in spending. Verticals grew from a 37% share in 2006 to 39% in 2007. Increasingly, advertisers are showing a desire to work with a broader range of partners, as evidenced by the expansion of the number of sites the agency used in 2007. The majority of that expansion has occurred in the vertical category.
2. In difficult economic conditions, the most accountable marketing channels will be best insulated from cuts in spending. This clearly bodes well for online advertising relative to other channels. However, there will be an impact, even in the most efficient digital channel—search marketing. Search has become a powerful tool for shoppers, and in a recessionary environment, consumers will search, shop, and buy less frequently.
3. Only a few years ago, a Web site’s home page was the most prime piece of digital real estate a publisher could offer. Not so much today, however. The relevance of the home page as a media buy is on the wane. Search, social networks, blogs, and RSS (among a host of other online sources) are driving more and more users deep into today’s Web properties. Now, the majority of consumers bypass a site’s home page completely.
4. Every page is now a home page, each of which will have a wider reach, a lasting shelf life, and the ability to attract a new audience like never before. To capitalize on this, ensure that every page has a strong, clear global navigation scheme and related content that is visibly promoted. And don’t forget to make sure that display advertising gets prominent, above-the-fold, home-page-like treatment (300×250 rectangles and 728×90 leaderboards). Remember, every page can be accessed in any conceivable manner and in any conceivable order—you can’t design properties to control user flow anymore.
5. Despite user requests for a single mobile, PC, or gaming device to do everything, we found users increasingly willing to embrace multiple devices—even when those devices possess overlapping capabilities. For instance, a Nintendo Wii for the whimsical side of their gaming lives and an XBOX 360 for competition. A laptop for managing the business of life and another littered with stickers for fun. A smart phone for e-mail and a flip phone for weekends. We found users unwilling to make the compromises that come with an all-in-one while willing to embrace devices for different highly specialized aspects of their lives: “We bought my brother-in-law an iPhone specifically so we could get him to check his e-mail. Nothing else seemed to work.” (Laura, 26)
6. Consumers don’t see the Internet as something distinctly different from their offline worlds anymore, and they expect seamless transitions. Every key consumer activity has online and offline components—each one contributing to the total experience. The reason? Finally, the online world is getting more social, and as a result, more like the offline world.
7. In social media, marketers need to understand where their brands intersect with the passion points of their consumers. But ultimately, they need to empower consumers to express themselves via their connection to the brand. In most cases, brands can craft the framework of a campaign, but the customization of content and the dialogue around the campaign will be up to the consumer.”
Mi reflexión personal (ellos saben más que yo de este tema) es que cada vez está mas demostrados que la gente busca en la web información y conversaciones que en el mundo real no tiene. No las tienen pero si las demandan, de ahí que los mensajes unidireccionales estén perdiendo efectividad a marchas forzadas. Se trata de generar contenidos y de generar conversaciones con nuestros consumidores usando todos los nuevos canales digitales que poseemos, no solo la web. Pero siempre dotando a nuestros mensajes de contenidos.
Una de las cosas que más me ha gustado de estos dos post (el de Blast Radius y el de Razorfish) es que dos agencias compartan sus estudios con todo el mundo, respetando la idea de que la web es compartir información y así de esto modo iniciar conversaciones que enriquezcan las premisas originales. Me gustaría pensar que algún día alguna agencia española sea capaz de algo así. Aunque, tengo mis dudas…