{"id":7734,"date":"2016-10-05T00:00:04","date_gmt":"2016-10-05T00:00:04","guid":{"rendered":"http:\/\/mosaiking.com\/?p=679"},"modified":"2016-10-05T00:00:04","modified_gmt":"2016-10-05T00:00:04","slug":"vine-al-super-on-line-reina","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/vine-al-super-on-line-reina\/","title":{"rendered":"Vine al s\u00faper-on line, reina!"},"content":{"rendered":"<p>Diumenge al mat\u00ed m\u2019agrada llegir el diari. En paper, \u00e9s clar. B\u00e9, clar, clar no s\u00e9 si ho \u00e9s per a tothom\u2026 Perqu\u00e8 es veu que cada vegada tot ho fem m\u00e9s \u2018online\u2019. Ho llegia a l\u2019article de diumenge de l\u2019ARA: <a href=\"http:\/\/www.ara.cat\/economia\/supers-online-repensen_0_1661233914.html\">\u201cEls s\u00fapers on-line es repensen\u201d.<\/a>\u00a0 Com a economista i publicit\u00e0ria, aquests articles m\u2019encanten.<br \/>\nA l\u2019article, es deia que \u00e9s evident que els s\u00fapers online han hagut de replantejar la seva <strong>estrat\u00e8gia<\/strong>perqu\u00e8 \u201cquant a experi\u00e8ncia de compra, Ulabox, per exemple, no \u00e9s gens <strong>emocionant<\/strong>, i fins i tot als m\u00e9s joves els agrada fer la compra\u201d.<br \/>\nRemarco aquestes dues paraules: <strong>estrat\u00e8gia i emoci\u00f3<\/strong>. Ho remarco perqu\u00e8 el comprador necessita que l\u2019orientin, que el convencin que efectuar la compra \u2018online\u2019 ser\u00e0 molt m\u00e9s satisfact\u00f2ria en molts aspectes que si ho fa f\u00edsicament. D\u2019aix\u00f2 en diem estrat\u00e8gia: com, a qui i de quina manera s\u2019arriba al consumidor. Si la publicitat existeix, \u00e9s perqu\u00e8 \u00e9s efectiva, en cas contrari no existiria. Ho diu una economista de formaci\u00f3.<br \/>\nEls publicitaris pensem en com situar la marca al mercat, a la ment del consumidor perqu\u00e8 se\u2019n recordin del producte. Sigui un supermercat, un gimn\u00e0s o uns mitjons. Intentem posar ordre en els missatges a comunicar, en com fer-los notoris, en com diferenciar uns productes o uns serveis d\u2019uns altres, en posar en marxa unes accions. Aqu\u00ed \u00e9s on entra l\u2019emoci\u00f3. El perqu\u00e8 una marca emociona. Quantes vegades des de <a href=\"https:\/\/www.mosaiking.com\/\"><strong>Mosaiking<\/strong> Comunicaci\u00f3<\/a> n\u2019hem parlat, oi?<br \/>\nA mi m\u2019agrada comprar online,\u00a0 b\u00e9, no s\u00e9 si m\u2019agrada o no. Senzillament \u00e9s pr\u00e0ctic. Ara b\u00e9, us he de confessar que m\u2019agrada m\u00e9s el tracte amb el peixater del mercat del barri, que em coneix de fa anys i sap com i qu\u00e8 ens agrada a casa. Aquesta \u00e9s la seva estrat\u00e8gia per vendre. En Sergi sap que no em pot enganyar, perqu\u00e8 o b\u00e9 li dir\u00e9 o b\u00e9 anir\u00e9 a la parada del costat\u2026 A mi, m\u2019emociona anar-hi a comprar!<br \/>\nAix\u00f2 \u00e9s el que ha d\u2019aconseguir la compra online. Tenir-nos a l\u2019espera, emocionats desitjant que arribi un jersei, un llibre o un CD que hem comprat m\u00e9s barat o no, i que si no ens agrada, podem tornar, \u00e9s f\u00e0cil, per\u00f2 estar \u201cemocionats\u201d esperant un bric de llet o un llu\u00e7 que no podrem tornar no ho \u00e9s tant. Ara b\u00e9, pr\u00e0ctic s\u00ed que ho \u00e9s. I sovint m\u00e9s barat, perqu\u00e8 per fidelitzar sovint fan promocions i ofertes. En aix\u00f2 es diferencien. En la practicitat, la comoditat i en intentar aconseguir millors preus. Per\u00f2 dif\u00edcilment en l\u2019emoci\u00f3.<br \/>\nL\u2019\u00fas de smartphones, xarxes socials i plataformes digitals \u00e9s natural i no presenta cap problema per una generaci\u00f3: la Generaci\u00f3 Y, els Mil.lenistes. Els joves nascuts l\u2019ultima desena del segle XX que tot (i quan dic tot \u00e9s tot) ho fan per internet. A difer\u00e8ncia dels seus pares, amb una inf\u00e0ncia i adolesc\u00e8ncia que no va transc\u00f3rrer amb Internet, la meitat dels adults joves afirmen preferir recomanacions d\u2019estranys pel que es refereix al consum.<br \/>\nSi les grans cadenes tradicionals, com llegim a l\u2019article, s\u2019estan replantejant l\u2019estrat\u00e8gia de vendes per sobreviure tecnol\u00f2gicament imaginem que els hauran de tenir en compte a ells i tamb\u00e9 als seus avis, qui ara com ara fan la compra f\u00edsica al s\u00faper, per\u00f2 que potser per comoditat o per mobilitat i, gr\u00e0cies a la tasca dels casals d\u2019avis que els han introdu\u00eft a Internet, podran fer amb m\u00e9s facilitat i sense pensar que \u00e9s m\u00e9s car, comprar al s\u00faper des del menjador de casa.<br \/>\nTot i que potser \u00e9s m\u00e9s pr\u00e0ctic fer la compra on-line, jo, sempre que pugui, seguir\u00e9 anant al mercat. Sergi, no et far\u00e9 el salt.<\/p>\n<h5><span style=\"color: #333333;\"><em>Nota: la foto \u00e9s meva, d\u2019un dissabte comprant rap al Sergi del Mercat de Sarri\u00e0.<\/em><\/span><\/h5>\n","protected":false},"excerpt":{"rendered":"<p>Diumenge al mat\u00ed m\u2019agrada llegir el diari. En paper, \u00e9s clar. B\u00e9, clar, clar no s\u00e9 si ho \u00e9s per a tothom\u2026 Perqu\u00e8 es veu que cada vegada tot ho fem m\u00e9s \u2018online\u2019. Ho llegia a l\u2019article de diumenge de l\u2019ARA: \u201cEls s\u00fapers on-line es repensen\u201d.\u00a0 Com a economista i publicit\u00e0ria, aquests articles m\u2019encanten. A [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7656,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[11],"tags":[],"class_list":["post-7734","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mosaiking-comunicacio","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Vine al s\u00faper-on line, reina! | Blog | Mosaiking Comunicai\u00f3<\/title>\n<meta name=\"description\" content=\"Diumenge al mat\u00ed m\u2019agrada llegir el diari. En paper, \u00e9s clar. B\u00e9, clar, clar no s\u00e9 si ho \u00e9s per a tothom\u2026 Perqu\u00e8 es veu que cada vegada tot ho fem m\u00e9s \u2018online\u2019. Ho llegia a l\u2019article de diumenge de l\u2019ARA: \u201cEls s\u00fapers on-line es repensen\u201d.\u00a0 Com a economista i publicit\u00e0ria, aquests articles m\u2019encanten.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mosaiking.com\/es\/vine-al-super-on-line-reina\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vine al s\u00faper-on line, reina! | Blog | Mosaiking Comunicai\u00f3\" \/>\n<meta property=\"og:description\" content=\"Diumenge al mat\u00ed m\u2019agrada llegir el diari. En paper, \u00e9s clar. 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