Novedad de Facebook: Discovery Commerce
¿Qué es Discovery Commerce? Es una serie de herramientas de la empresa que busca otorgar a los anunciantes la información necesaria, como también la plataforma, para poder anticipar la demanda de los usuarios para así poder brindar experiencias significativas.
¿Cómo funciona? Facebook utiliza diferentes datos demográficos recolectados, como también machine learning, para descifrar qué desean los consumidores, y así presentarles el producto por el cuál tienen más posibilidades de interesarse. También brinda herramientas como Facebook Shops, para permitir a los clientes comprar en Facebook o Instagram.
Debora Nitta, Directora de Marketing de Clientes Globales de Facebook para América Latina, resalta la importancia de apelar el cliente, mucho antes de la intención de compra. Explica qué, si antes el cliente iba tras el producto, hoy es al revés: es el producto el que debe ir hacia él. Por eso la importancia de Discovery Commerce: lograr que el usuario se interese en la marca a través del descubrimiento. Por último, cuenta que en estos últimos cinco meses de pandemia se pueden ver cinco años de transformación en los hábitos y comportamientos de consumo.
Esto no es de sorprenderse cuando Kantar, una empresa que se dedica a la investigación de mercado, registró en el primer trimestre del 2020 un aumento del consumo del 4,8 % en toda América Latina.
Fuente: https://www.facebook.com/business/news
Una buena estrategia de Marketing vuelve el descubrir un producto no solo un acontecimiento, sino una experiencia. El cliente debe interesarse no solo en el qué, sino el cómo y el quién.
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