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Conecta más con el video en Internet

Se confirman las sospechas que había sobre la popularidad que traerían los contenidos en formatos de video. Según un estudio de comScore y Shareablee en el que dieron a conocer una investigación sobre las conductas y el consumo digital por parte de los usuarios y contenidos de las empresas en redes sociales de Latinoamérica, el crecimiento del contenido de video generado por las marcas en redes sociales es del 67% en el último año, siendo el incremento de las interacciones entre marcas y usuarios es del 39%.

De hecho, un estudio que llegó a finales del año pasado de Global Web Index refleja que cada vez hay más usuarios jóvenes interesados por la información audiovisual en Internet.

Con la creciente popularidad de YouTube y la expansión del 4G a nivel de consumo, el interés de las redes sociales por mejorar sus funcionalidades de videos hacen que este formato se involucre cada vez más en la sociedad. De hecho, un 30% de los usuarios que comparten videos lo hacen con contenidos de marcas.

¿Pero cuáles son las redes sociales a que debemos apuntar para llegar a conectar con la audiencia?

YouTube

Básicamente, es el origen de la gran popularidad que ahora tienen los videos. Puesto que, desde su lanzamiento, se consolidó como la principal fuente ya que recibió más de 400 horas de contenido nuevo por minuto según Google. Asimismo, el estudio mencionado para Latinoamérica revela que Youtube es utilizado por el el 81% de los internautas chilenos, seguido por los argentinos con el 77% y por los peruanos con el 76%.

Apuntando al poder de los Millenials

Si nos basamos en la gran cantidad de personas que están más conectadas y ya toman decisiones, estamos apuntando a los Millenials. Por esta parte, ¿sabemos cuáles son las razones por la que los usuarios acceden a esta plataforma? Más del 50% de ellos lo hacen para aprender algo, o por algún propósito educativo.

Debido a que ahora somos más independientes, ya no necesitamos preguntarles a nuestros padres algo que podemos encontrar en Youtube. Si queremos aprender a cocinar o hacer un arreglo en el hogar, solo basta con buscar un tutorial que encontraremos en esta red social y seguir los pasos para aprender a hacerlo. Aquí es donde entra en juego el género infoainment, que conjuga información y entretenimiento y lo cual puede ser un factor clave para el éxito de las marcas.

Si no lo vi en la TV lo veo aquí

Según google, el 76% de los usuarios de Perú afirman que usaron este canal como primera opción para poder ver algún programa que pudieron ver por las diferencias de horarios en la TV, a diferencia que Argentina y Chile solo pasa un 66%.

Fuente de información

En Chile, Perú y Argentina, 3 de cada 10 usuarios investigan en Youtube antes de realizar una compra, convirtiéndose así en un micro-momento clave para el “quiero comprar”.

Apuntamos a Reviews

En este punto, pueden influir bastante los “Influencers”, ya que, al hacer reviews, son más conocidos por haber probado infinidad de productos y tendrán más credibilidad a la hora de hablar de tu marca (en la mayoría de los casos, los usuarios confían más en ellos que en los propios anuncios). Y es que, la diferencia entre un anuncio en el que venden experiencias y quien te está mostrando la experiencia “sin recibir nada a cambio” (aparentemente, ya que en muchos casos piden tu fidelidad y la suscripción a su canal) es evidente y no hay que menospreciar los ingresos que les generan las visualizaciones.

Facebook

Desde el 2015 Facebook comenzó a cambiar las reglas del juego en cuanto a la reproducción de videos en su plataforma. Gracias a la reproducción automática y al contador de reproducciones, empezó a dar más visibilidad a los videos subidos directamente a Facebook en lugar de llevar tráfico a YouTube.

En 2016, el contenido de video generado por las marcas aumentó un 54% en Latinoamérica y un 95% en USA.

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A su vez, se generó un aumento del 43%  de engagement en Latinoamérica y del 52% en Estados Unidos.

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¿Cómo podríamos aprovechar esta oportunidad que va en aumento? Debemos sumergirnos en el oleaje que está arrasando y arrasará en los siguientes años.

Qué recomienda Facebook para crear videos atractivos

  1. Sé breve. Si nuestro contenido va dirigido a los más jóvenes, el mayor valor para ellos es una gran cantidad de videos de corta duración, a diferencia de la gente mayor que prefiere videos largos en menor cantidad.
  2.  Diseña vídeos sin sonido. Como muy bien sabemos, a veces cuando vemos un video tendemos a desactivar el sonido por diferentes motivos. Para estos casos, Facebook recomienda incluir subtítulos, logotipos y productos para que tu mensaje pueda ser lo más directo posible sin necesidad de audio.
  3. Haz que tu empresa se vea reflejada en el vídeo. Para mejorar el branding, es aconsejable que tu marca tenga una personalidad definida para que tu contenido mantenga el espíritu que refleje tu empresa a través de colores, temas e imágenes que estén presentes desde el inicio, así tu marca será fácilmente reconocible y recordable.
  4. Capta la atención rápidamente. Es de suma y vital importancia que logres conectar con tu público en los primeros segundos para que la atención sea inmediata y enganches a los usuarios. Cuando más rápido transmitas el mensaje y captes su atención, tendrás más posibilidades de que éstos te recuerden cuando lo vean.

Y últimamente te preguntarás, ¿qué está pasando con Facebook? Ampere Analysis argumentó que Facebook será la plataforma que se utilice cada vez más por los anunciantes para generar brand awarness.

A consecuencia de todo esto, Facebook aprovechó el incremento del uso de los videos para abrir camino a la publicidad, pues no es una novedad (ni un secreto) que la red social de Mark Zuckerberg le quiere seguir ganando terreno a Google. Y basándose en sus estadísticas, cada día se visualizan 100 millones de horas de videos, por lo que Facebook ha insistido implantar anuncios como parte de ellos, pero de qué ¿trata esto?

Las reglas, que son similares a las de Youtube, se basan en que los creadores de contenidoA la diferencia de YouTube que su publicidad en los vídeos es pre-roll, en la red social de Mark Zuckerberg será mid-roll, lo cual quiere decir que los anuncios se activan a los 20 segundos de la reproducción y no al principio, a lo que hay que tener en cuenta otro detalle: solo aparecerán en videos de más de 90 segundos, por lo que las personas encargadas de crear contenido deberán esforzarse para resultar ser atractivo.

Instagram

Desde su llegada en el 2010 hasta que Marc Zuckerberg llegó a comprarlo, podemos ver el gran impacto que tuve el uso de esta red social cuando comenzaron a desarrollar más funciones y perfeccionaron otras, llegando así a alcanzar los 700 millones de usuarios activos en el mes de abril de 2017.keiko 4

keiko 4

Una de las razones del aumento de su popularidad es gracias a la “curiosa”, pero no tan novedosa función de las “Stories”. Esta nueva función inspirada en Snapchat ha conseguido que entren a diario a la aplicación más de 150 millones de personas, según informa Mashable.

Si bien es cierto que el contenido que se puede subir es principalmente foto y videos, hay que resaltar que lo importante es la calidad de contenido. A la hora de promocionar nuestros productos, debemos  conocer bien a la audiencia que entra cada día en esta red social: los usuarios buscan compartir experiencias, gastronomía, paisajes o su día a día.

A continuación, os mostramos algunos de los ejemplos de marcas que han sabido cómo aprovechar este nuevo espacio.

Redbull: experiencias y paisajes hermosos

Adidas, experiencia con eventos. ¡La marca siempre presente!

TopShop: Ideas de Outfits para tus usuarios.

Mercedes Benz, detrás de toda la experiencia, su intimidad

Pero ¿cómo podemos conectar para conseguir nuevos usuarios?

La publicidad en Instagram ya es conocida por todos, ahora también con la novedad de su inserción en los “Stories”. Pero, ¿de qué forma? Para no interrumpir al usuario en su navegación, los Stories-anuncios aparecerán en la transición de un perfil a otro. La imagen permanecerá 5 segundos y los videos máximo 15 segundos. Eso sí, el usuario podrá omitir este tipo de publicidad en Instagram si así lo desea, al igual que las propias Stories de las personas a las que sigue.

Con todos estos nuevos formatos que han surgido, las marcas tienen muchas más oportunidades para sacarle el máximo partido al Marketing Digital, siempre buscando la calidad de los contenidos.

El turismo español en las redes sociales

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Adblockers: ¿enemigos de la publicidad digital?

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Sharenting, sobreexposición de los hijos

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¿Mastodon aplastará a Twitter?

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Branding emocional: ponle cara a tu marca

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Infografías: 5 tips para hacerlas bien

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El Marketing de nostalgia nos conquista

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La 4ª Revolución Industrial y el empleo ¿Estamos preparados?

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Tilo en el Congreso Web 2017

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El marketing turístico y los millennials

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Tamaños de imágenes en redes sociales [Infografía]

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Influencers, ¿Realidad o ficción?

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Snapchat se mantiene vivo

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Cómo hacer un buen briefing

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Diferencias entre el Inbound Marketing y el Outbound Marketing

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Redes Sociales: ¿Cómo afectan a nuestra salud emocional?

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El uso de las aplicaciones durante los viajes

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Protección de nuestra información personal en Redes Sociales

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Eurovisión 2017: análisis de resultados en redes sociales

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Content Marketing: The key strategy of Social Media

To say content marketing is the key strategy of Social Media seems risky; however, without content we are not anyone in the internet.

It is really simple generating content; it is difficult creating quality and contributing it to the audience. It is the most important and difficult thing overall: they want to come back to us.

We think we all have access to Internet, and even though we do not do the same searches we all look for the same thing: a response or solution. Therefore, if a person looks up a webpage there is always a reason, right?

Studio shot of child holding a Content Marketing sign made of white paper with handwriting.

Studio shot of child holding a Content Marketing sign made of white paper with handwriting.Content Marketing:

Content Marketing: What is it and what is the purpose?

Content marketing is a creative content strategy with the objective of attracting the public, to give them what they need and build loyalty. We are broadcasting important data towards the audience, for example: who we are, how we think, what we do, how we do it, what we contribute and what makes us different from the rest of the competition.

Having a content with strategies is important to work with because it deals with important concepts, such as:

For the content marketing to work it must be integrated through a previous strategy of social media, where the objectives are obtained. It is not the end of the world since it is not only about creating content, but actually doing with great quality for our public.

marketing-contenidos-social-media-tilo-motion

What is a good content?

A good content is debatable, since we all have your own opinion and critique, and with our likes. However, it is understandable good content is someone´s work and is unedited, after all it is helpful for the user to recognize his or her own solutions.

As you all know, there is nothing better than a seller who believes in his or her own product, and content marketing is seen as work done with passion and own interests. What is better than a professional enjoying what he/she does?!

Type of Content

There exists lots of different types of content and formats to offer to the public. You can find them in articles, images, videos, video-tutorials, computer graphics, reports, studies, applications, podcasts, newsletter…All of this is valuable in the world of content marketing, but remember: however, your content is, they must be your own, unedited and crafted. This is what makes you stand out from your competitors.

Is content marketing the key strategy for social media?

The perfect content does not exist, instead we need to understand there is no magical formula triumphing content as a first step.

We understand content marketing is nothing more than strategy for Social Media, but it provides an absolute effect to all of our actions through Social Media, webpages and blog, SEO strategies and SEM campaigns, in order to achieve basic objectives that marketing digitals have:

Everything should be handled carefully. From the basic structure of our digital spaces, even the aesthetic, grammar, communication and the rest of the points named previously. Even though it is a long process and something impossible, do not give up. Because the real success of content marketing is not a magical formula, but with certainty and learning how to listen to what the public wants. After all, our audience is our authentic key to our content, and it will bring us success.

 

 via GIPHY

 

 

Dron, the digital transformation is in the air

Even though we associate drones with robots, not crewed by airplanes, from one way to another, they have been used during decades. In the first World War, for example, they were used guard the area, they were used to obtain photographs and follow the enemies´ movements. Now it´s called a drone, the sky is transforming into a digital process.

There is no need to think about the past to know how brands could only obtain impressive and expensive pilots and a photographer during a limited time, however by discovering the ceilings eye, this problem has decreased.

Social media has facilitated businesses to extend their marketing and increase their visibility. Now, we are seeing all businesses, marketing through social media, video content, branding, and SEO. But, what are the sectors that are mostly suffering?

dron-whale-ballena-tilo-motion

Image

With picture content from a drone there are several astonishing pictures of landscapes in the social media page. For a lot of the brands, hotel and trip agencies, this new advancement is the best. There is nothing better than reserving a potential visit! Now there are social media influencers to improve their content.

Audiovisual

Drones have also opened up new possibilities in audiovisual production, even though there are more purposes of using them you never knew about

Events begin to count the number of drones they have. It is a great way to get the audience´s attention. I´m sure you remember Lady Gaga and her 300 drones in one of the monuments that stood out the most during the Super Bowl, right? Even though the world record for global air vehicles are flying simultaneously in the air, Intel takes 500 drones in the air at the same time.

Delivery

In Russia and in Israel drones are in charge of delivering pizza. In China, the mail business SF Express sends small helicopters. United States, is a little behind with this new trend and will allow it in the next 5 years. The temporary law standardized the use of drones in Spain on the 4th of July in 2014. This new law is directed by drones with less than 150 kg, leaving a few conditions to be used.

A drone, between those that are found: recorded, watched and monitored, revised with infrastructures, and obtaining maps. Whichever previous infraction involves economic penalizations between 30.00 and 60.000 euros. If you are going to use a Drone, take care of it!

As I commented on my previous post, Amazon is creating a new form of delivery called Prime Air, allows products to be sent in half an hour.

amazon-prime-air-dron-tilo-motion

Publicity

Can you imagine a fashion show in the sky? The latest drone trend has come from Brazil, where an assembly line of clothes for men carried out flying mannequins. Camisaria Colombo used them to convert them in a sky to escape. From then on shops will fly their way to your office.

As an interesting fact, according to Business Insider, the number of civil and commercial airplanes that are bought now will increase to 20% in 2020.

With all these new uses of drones, we understand better the world revolves around technology and it affects our sectors, including content marketing. The most important is to being convinced to go beyond our comfort zone and trust the technological advances. I hope you have liked the drone article and the digital transformation in the sky.

via GPHY

Social Media in Spain: Improving Aspects

iAb ha presentado un año más el Estudio de las Redes Sociales en España. Analizándolo una cosa queda clara, aunque hay madurez, aún quedo mucho por mejorar

If there is something we should analyze with the last study of social media in Spain 2017 it’s the amount of time they are used daily in Spanish territories. Even though we are far away from other countries we have contact with 100%, in Spain 86% of the internet users between 16 and 65 use social media on a daily basis.

This study, is rewarded with iAB, constant evolution stands out through social media just like the users and brands. For the users, “social media is a vehicle where everything can be shown” but for all the brands “social media is raised around the clients´ way”

Redes-sociales-estudio-iab-2017-blog-tilo-motion

Is there anyone saying social media is the latest trend? In Tilo Motion we are positive it is not, that´s why we assist the Estudio en el Instituto de la Ingeniería de España presentation to discover and analyze actual social outlook. Thanks to the speakers, last years´ sector implemented an idea however there are still more things to improve in. We need to pay attention!

1. Men and women use social media equally

This essential data, even though the majority of users with social media are women (Facebook, Pinterest) and there are others men use (Twitter and Telegram) in reality the medium users is at the same level: 51% men and 49% women.

2. What are the reasons to avoid social media?

Lack of interest, privacy and lack of time are the three principal factors that causes 14% of the internet users to not have social media.

72% sector of this population feels opposed towards social media declared they are sure or most likely they will not register in any social media this year, something that is increasing (in 2016 it was 59%).

This point is maybe one of the most important from the year, if the main social media want to keep growing and having it become a part of our daily lives, it is essential to develop constantly new functionalities and to guarantee privacy.

3. We spend less time in social media

Let´s not get ahead of ourselves, it has reduced to 17 minutes. Whatsapp is leading with 5 hours and 13 minutes, and Twitch follows in second place (Social media for games). Instagram is the only that uploads (8 minutes more than last year) and Facebook falls back one hour in relation with the year.

frecuencia-uso-redes-sociales-estudio-iab-2017-blog-tilo-motion

4. The red mostly known and used is not the best

If everyone has heard of it and likes it, Facebook should be the best valued, right? (why should we use something we cannot value?) Well no, Whatsapp is the social media mostly valued, closely after YouTube and Spotify.

If we keep seeing the report we will notice these three social media are not the best valued without reason, in reality intimately bound with 2 actions through social media. Chatting/Sending messages and seeing/listening in relation to 2016.

5. Twitter does not fall like it hoped to

Even though it is true Twitter is the social media with abandoned users, the users that leave are replaced, it will maintain this way in 2016.

Even though the majority confirms Twitter has gone away, that is not the situation in Spain.

6. We use less social media than we declare

According to this study, besides attending the responses from the survey respondents, it is monitored, thanks to NetQuest, the real behavior from PC, phone and tablet during the attainment.

Thanks to this social media such as Instagram, Twitter or Facebook we spend more time we them than we say we do. In the opposite sector Telegram and Google+, it is confessed more than monitored.

uso-declarado-redes-sociales-estudio-iab-2017-blog-tilo-motion

7. A phone overcomes a computer for the first time through social media

Even though with a little difference, a cellphone overcomes the computer and it is the king of social media, uploading 3 main points in 2016. This is intimately bound to our behavior: if the PC is used to at 20.30h (at night), you can see this during the day with your cellphone, prime time begins at 13h and finishes at 00.30 (what causes low connectivity)

It is interesting how this third mechanism, the tablet, does not fall. It is precisely the other way around; it has gone up from 28% to 55%!

dispositivos-redes-social-estudio-iab-2017-blog-tilo-motion

8. 8 out of 10 users follow brands, but trusting it is not anything easy

The relationship between users and brands in social media is narrow as we can imagine, 83% follow them and 39% do it in an intense manner. The entertainment, culture and media are the sector with the most followers.

A surprising fact is how trustworthy a brand is inspired through social media. This has been repeated several times it needs to be on social media, and 25% of the users are busy preparing for this: if you are on social media, you inspire trust, what is the problem? A year ago, having social media gave privacy to 31% of survey respondents. Having social media does not give privacy easily, and it does not influence purchasing items: a year ago it was 65%, now it is 52%.

9. Be careful with advertising, 39% of users are annoyed with this

This is another issue. Even though 1 out of 4 people like having publicity according to their interests, 39% are annoyed with this publicity through social media. This keeps on increasing, last year it was only 20%.

Are things done right? It seems like they are not, at least half of the survey respondents have ad blockers. And you can find them in a PC, cellphone, and Tablet.

10. Following brands does not mean you want to be contacted through social media

One thing is following brands through social media and another is for them to contact you. If 1 out of 3 does not see it as anything bad, another third is opposed to this. Half of the survey respondents think once a week in contact should be fine.

It is obvious the study in Spain through social media has more influence on us daily, but we need to recognize the point of view of brands and companies still need to develop and improve.

It is evident in one year the strategies through social media should acquire the user and their behavior through social media. Users being open to communicate through social media is a fact, however the discomfort of advertising and the lack of trust, are not the best signs.

We have a year to direct everything about this report, change our strategies, analyze change and see results in the study for next year, where we will bring the best news!

Estudio de Redes Sociales de iAB Spain 2017 and if you want to see the changes this year, do not hesitate to see the analysis of 2016 Study.

Put a GIF in your life: The last emoji hours

It has always been said an image is worth more than a million words, and if that image has movement…I would not even tell you. First of all, the emoji has arrived to invade our near messages, and little by little the GIF is wining territory immediately by reflecting a state of high energy or responding to whatever type of comment in a different and original way.

An example of knowing how to use animated images through Social Media is Netflix. Before Twitter and now with Facebook, the latest platform to have series has transformed regarding Social Media for the great use of GIF, since all the responses are accompanied with one movement in a picture, also pieces of chapters from series, causes an entertaining interaction for followers.

Celebrities have also been equal to this latest fashion. A couple of weeks ago, Piqué again began to burn down social media in regards to new testimonies against Real Madrid and took advantage to remember his ex-teammate, Iker Casillas. The doorman responded with a GIF that reflected testimonies in regards to being someone from Madrid.

@3gerardpique pic.twitter.com/gV7w38rYVX — Iker Casillas (@IkerCasillas) 31 de marzo de 2017

Not without my GIFS!!

In continuation, I will begin to show my GIF “playlist” that helps me show my state of energy or whatever situation from my daily life only using one animated image and contributing to a little bit of humor. Something fundamental in life.

I have recognized sending GIFS through Whatsapp, I have stopped using emojis. One of my favorites is 😳 the legendary surprised one, ever since I discovered the GIF, it was the best:

Casillas is a seam for every conversation. He will be a captain for Real Madrid, is definite in the GIFs, since it is worth the surprise expression:

 

Indignation

 

Happiness

After the surprise, comes the doubt. Who has not asked you, what do you think if we go this weekend to..? Here you have the definitive GIF for these situations. It can be a bit of a game, I use it for Twitter #SummarizeYourYearForAGIF and it had a lot of consequence.

A GIF is worth more than a thousand emojis

There is a lot of people that use social media daily, and fundamentally to count their difficulties, and I say, we will count it as amusing, right?
For example, when your vacations are over and realize tomorrow is Monday and you have to wake up early or you recently have finished the last episode of your favorite series and realize there won´t be a new one until next year. This GIF says it all:

Then everything you have lived for in that moment where you say “Honestly, I am fine” but in reality you are not, do not lose time in explaining something. Simply send this:

Or you wake up on the wrong foot and everything goes wrong, and you do not how to express it graphically. You should add this GIF:

To close this section “We have screwed up” this mythical GIF from Homer Simpson, it is ideal when you are dragged during the days with everything and having to discuss with people, you realize they are right and it was you were wrong from the beginning:

We come from above!!!

Animated images not only bring negativity. It is actually best used for an opposite purpose. In the first place, I will bring you the perfect GIF to give a “bang” to someone who crosses the line.

Have you overcome the substitution of the pistol emoji of life for a water gun?
Do not worry because I have a better way to “threaten” and with ease. Let me introduce you to Riley Curry, daughter of Mr. Stephen Curry, superstar of the NBA:

Everything is a lovely, right? If you are not convinced and want to impose a little more, a classic one like this is always thrown out:

The end of the world has caught us dancing

There is nothing better than using Social Media to celebrate better news. It is here when it is obligatory to put a GIF in your life.

Leonardo Di Caprio, surely is a bet. His personality with the movie Wolf on Wall Street gives several images and all of them are usable through social media. Even though this is my favorite one:

But there is nothing compares to obvious kids, and reflecting happiness in a pure and real way. Therefore, the bet is sure to overcome these types of situations:

Up until here I Decalogue the GIFs. I will wait impatiently for your comments. “A little bit of craziness is wanted and it always exhausts you”, and I have to renew mine, because a GIF is worth more than a thousand emojis.

2017 High Tech Brands: The most influential ranking

It is difficult to determine a value we cannot interact with. It is interesting but, sometimes, coming to an agreement is easier than valuing a friendship. What if we talk about brands, let´s go to an ocean full of fish, would it be possible to know the 10 most influential tech brands?

We know a valuable brand is intangible every time it has more importance in our generation. Brand value is born precisely to measure a value we obtain due to the different variables and factors that are influencing the position of the market.

The importance of knowing the value of the brands drifts the saturation to a market where more products exist, more brands and less opportunities from what the consumer sees in. Therefore, between the best, it is not easy.

Brand-Value-marcas-tech-influyentes-tilo-motion-2017

What are the 10 most influential tech brands in the world?

Google, is considered to be the most valuable brand in 2011 and 5 years later after Apple, recuperates its leadership. Besides increasing, 24% of its value last year, going over from 88.173 millions of dollars to 109,470.

However, in Cupertino, California, they are not happy. According to the Brand Value in 2017, besides staying in the second ranking spot, Apple has fallen 27%, passing from a valuable brand of 145.918 to 107.141 millions of dollars. Brand Finance indicates this city can overexploit the good choices from the clients and not demonstrate new innovative technologies in between the plans.

From Amazon, Microsoft and Facebook, third, fourth and fifth place respectively, we have stood out positively in 2016, especially in Facebook where it has accomplished increasing an 82% of value in a brand.

In the 10 high influential rank brands, Google is situated as number one in the economic value due to, principally, to publicists. Followed by Apple and Amazon and after Microsoft, Facebook, Samsung, IBM, Ailbaba Group, Oracle and Huawei.

From the best 100 ranking brands of the country, practically the majority of the companies (47 out of 100) originated from the United States. Japan comes next, with 18 and China with 16. It stands out, for the first time these last couple of years, two Chinese businesses have positioned themselves between 10 years: Alibaba group (known for their powerful online Chinese bazar through Aliexpress) and Huawei. However, Spain, gets ready for one classified brand: Amadeus, which is found in the 85th ranking spot.

With the computer graphics we can see the classification of the best 20 brands (the first 10 detailed), the evolution of the 5 best in the last 5 years and in the countries the first 100 are found.

Computer graphics assigned to StampaPrint 

e-Commerce in Spain: Looking at the future

1. Smartphones with small screens
2. Webs difficult to use and unadaptable to cellphones
3. Lack of security and trust

These three factors are the principal issues Spanish have when they purchase items online with their phone. Surprised? Not really. According to the last report Total Retail 2017 of PWC, e-commerce in Spain is growing but it is still a small market: only 27% of consumers buy online once a week.

Spanish prefer actual stores to buy and last year the percentage has fallen from 65% to 44%. These are the numbers of consumers who go to stores once a week. The e-commerce´s sign in Spain still has to improve and comparing other countries such as, Spain (with 27%), it is far from the United Kingdom (43%), Germany (40%), France (33%) or China (73%).

Is this good news? Yes, however the market online is still growing on our country, the trend has been positive in the last couple of years. Also, if it applies to consumer bosses in the previous countries, it is similar to the situation in Spain.

It is what it is, still there is a lot to improve on. 2017´s Total Retail directly asked consumers about what should retailers do to win trust and these are the 10 key aspects that are offered.

Work from your phone and not the application

Looks like the entire debate has been removed. Consumers want simple interfaces, comfortable and intuitive, with this a phone imposes two reasons: web is the second preferred channel from the consumers since less applications are not downloaded (an actual rhythm reaches 20% of less installations every year)

Invert in digital talent…and figure talent

Since the actual stores are losing popularity does not mean they will disappear. Consumers demand experience towards workers who should be well informed. In a digital environment, having digital marketing and social media intelligence, in other fields, is basic to maintain the market.

If you have data, analyze it

It does not make sense to have tons of data from consumers if they do not analyze or bring opportunities. An example is 59% of consumers demand commercial advertisements in real time.

Invert in secure platforms

As we have seen from the beginning, lack of security and trust is one of the biggest issues e-commerce faces. 65% of Spanish survey consumers are afraid they will be hacked while purchasing their items.

Betting for the showrooming

The stores will not disappear, but their actual model will. If consumers demand experience, show the product to a piece it will not be enough. The realization of events, product quizzes, games or presentations of new updates where the consumer interacts is key for the future. An example is the actual store, Samsung of New York, you cannot obtain any of the products there.

Storytelling lives and traditional publicity comes to a dead end

Every time the consumer becomes immune to publicity (or they directly block it). Friend recommendations are considered to be the most efficient, influencers and brands that work with social media.

Pay attention to Amazon

Internet is king for a reason. More than half of users buy in Amazon and 10% buy exclusively there. Impressive, right? Its simplicity and quickness converts it to a role model. We do not have to focus on it when it is sold, but also how it is offered, a lot of consumers agree to buying and comparing products in North America.

Customer Loyalty Management

Even though it is to believe, consumers are more devoted to brands than we think about, around 61%. Take care of your web and service so they do not run away from your business.

Be careful if you sell luxurious products

In the sector with luxurious projects, the store experience is very important not only because of the contract and the attention offered, but also to devote to the product and see its authenticity. It´s not a whatever circumstance, 30% of survey respondents do not buy their luxurious products online because they are afraid the products are fake. Its fundamental to show these products are real and valuable.

Well-being products are not exclusive in this sector

Spanish are prone to purchase well-being products and services when they are in other people´s businesses. Regardless if it’s the best or not, us your phone to do a check or go the pharmacy or to the store to buy a product.

Are these points enough or do you think e-commerce in Spain still needs to improve?

Social Listening: Seduce your audience

All the brands want to have a huge audience and not only that, they want to seduce them. However, a lot of times, to elaborate through social media, they forget about one important element: listening. Social listening is then born.

In this post, we mention Social listening and how you learn to seduce their users. Because listening is a general practice. The best kind of marketing is listening.

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Due to the data from the Asociación de Investigación de Medios de Comunicación (AIMC), 79,2% of Spain´s population is connected daily to social media. This is a great advantage for brands, it converts in a special territory to have the best presence, to be in contact with followers, to create a community and inclusively to generate an opportunity through sales.

What is Social Listening and why is it important?

According to the Sprout Social, Social Listening is the process of dragging conversations about typical phrases, words or brands, and take advantage of discovering opportunities or create content for audiences. The goal is to measure the effectiveness and frequency of the brand and evaluating the impact in regards to conversations. If you do not know the brand through the network, how will we know our audience and create a real experience of the brand? Also, is it that important to sell?

An example of social listening is through the company Virgin Trails where a sixteen- year old traveler who is not short, not lazy, picked up his phone to send a tweet to the official business since there was not anymore toilet paper. The youngster just wanted to warn his followers, but the brand asked him about his situation and car number. When he arrived to the second stop, Adam, the name of the traveler, already had toilet paper.

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With this quick reaction from Virgin Trains, we have a perfect example of the effectiveness and listening through social media.

Tools for social listening to listen to the audience

We have seen how social listening helps resolving problems, but it allows leads, analyzes competition, obtains new clients, improves customer service, obtains feedback and includes what the audience says, and what is most important, we can understand the emotions towards public potential.

There are endless amounts of tools that will help us monitor what the audience says about the brand and we leave some for you to look over:

Google Alerts: With Google´s tool, you can create alerts for the keywords that you want to monitor. Every time a conversation is generated, you will receive a notification from your email.

Mention: Monitor the real time, receiving updates from your brand and social media
TweetReach: With this tool, you find out who are your most popular followers, this will help identify your principal hashtags, which will permit a better comprehension about your brand. Also, it permits the supervision of keywords, names, identify comments through activity, etc.

Twitter: Is simple like the search engine of Twitter to find specific words from your product or service. Likewise, the creation of your lists from your account, through accounts of possible clients, will allow you to make the monitor better.

Google Trends: This is another tool allowing keywords to become useful in a specific time. Also, results will be compared between different countries, categories, web services, etc.

Pinterest: The search within this social media is allied as the most investigated, monitored and listens. It is not necessary to have an account! Writing specific keywords in the search engine for your brand will include various recommendations of similar topics in regards to that search. Also, it will give you ideas for content.

We hope this article about Social Listening: how learning to seduce your users can help you improve your content, because by only listening we know what our audience needs.

via GIPHY

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