Home Tecnología Entender la audiencia: un desafío de cuarentena

Entender la audiencia: un desafío de cuarentena

En época de pandemia, y estando en nuestras casas, disponemos de una mayor cantidad de tiempo para navegar por las redes. Es importante que, como empresa, comercio o emprendedor, conozcan las herramientas digitales para ampliar la audiencia.
Con la condición del aislamiento social y obligatorio, las formas de compra y venta han sufrido modificaciones. La mayoría de los negocios, para seguir vendiendo sus productos, han optado por modalidades como delivery y el e-commerce. Este último, presente en varios locales desde hace tiempo, ha sido tendencia ya que pasó a ocupar el primer lugar de acceso a indumentaria, libros y alimentos, entre otros.
Esto supuso – y todavía lo hace – un gran desafío a los comerciantes, ya que las necesidades y comportamientos de los consumidores finales cambiaron. A continuación compartimos algunas de las áreas más analizadas para conocer y entender qué quieren los clientes.

Aspectos a tener en cuenta

Para poder llegar a más usuarios, y que se conviertan en compradores, es necesario tener en cuenta lo siguiente:

. Conocimientos: ¿Qué sabe la gente? El acceso a la información sigue siendo una de las principales búsquedas de los usuarios. Los consumidores desean conocer lo novedoso, en referencia a servicios esenciales y no esenciales. Desde manualidades hasta síntomas referidos a la salud, el bagaje de búsqueda ha sido muy extenso. Es recomendable indagar en fuentes confiables.

. Trabajo: Este tiempo en casa ha logrado que muchas personas, tras posponer sus deseos por falta de tiempo, hayan podido incursionar en actividades que tenían “pendientes”. Empleos remotos, para autónomos y desde casa han sido las categorías más buscadas. Lo relacionado a lo económico y laboral siguen siendo tendencia.

. Mente sana, cuerpo sano: De un momento a otro frenar el ritmo de vida que llevábamos ha sido difícil y, tantas personas hay en el mundo, tantas reacciones han tenido. No todos lo tomaron de la misma manera. Quienes ya venían con una rutina diaria, la siguieron, y los nuevos consumidores de deportes han dicho presente. Trabajar la mente y el cuerpo desde casa ha tenido un incremento importante en este tiempo. El bienestar general sigue siendo una prioridad.

. Aprender en línea: Las clases online siempre han existido. La pandemia ha logrado potenciarlas. Idiomas, cocina, marketing, uso de redes sociales, son algunos de los cursos más buscados y con mayor capacidad de alumnos. De igual manera, todo lo relacionado a moda, costura y construcción ha tenido un consumo exponencial.

. Modos de consumo: Ahora que manejamos todo desde casa, las pantallas de los dispositivos móviles se han convertido en la nueva vidriera. Las compras de ropa, calzado, electrónica y bazar han sido las protagonistas. Es necesario tener en cuenta que, en la mayoría de los casos, el envío resulta gratis – o con un costo no muy elevado – y el tiempo de espera es corto.

Fuente: Google insight

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