{"id":29039,"date":"2016-08-26T12:11:10","date_gmt":"2016-08-26T19:11:10","guid":{"rendered":"http:\/\/www.questionpro.com\/blog\/es\/?p=29039"},"modified":"2023-01-25T05:08:35","modified_gmt":"2023-01-25T05:08:35","slug":"insight-innovation-exchange-latin-america-2016-dia-2","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/es\/insight-innovation-exchange-latin-america-2016-dia-2\/","title":{"rendered":"Insight Innovation Exchange Latin America 2016 (d\u00eda 2)"},"content":{"rendered":"

INSIGHT INNOVATION EXCHANGE LATIN AMERICA 2016 (d\u00eda 2)<\/h2>\n

El segundo d\u00eda del Insight Innovation Exchange Latin America 2016 transcurri\u00f3 con \u00e9xito. Reuniendo a l\u00edderes de la industria de la talla de Fiona Blades Presidenta y Chief Experience Officer en MESH Experience Agency, pudimos ver la relevancia y la importancia del \u201cExperience Driven Marketing\u201d en los negocios actuales, as\u00ed como sus beneficios. De acuerdo con Fiona Blades, hoy en d\u00eda la gente prefiere adquirir experiencias a productos, por tal motivo es importante que detr\u00e1s de los productos ofrecidos en una empresa haya un buen servicio que brinde al usuario una experiencia positiva post compra. Una de las grandes revelaciones por parte de Fiona Blades fueron los datos que comparti\u00f3 sobre c\u00f3mo la televisi\u00f3n, en Brasil, ya no es un punto importante de contacto para la clase emergente de \u00e9ste pa\u00eds, lo cual transciende en la industria de la publicidad, ya que orienta la inversi\u00f3n publicitaria a otro tipo de medios de difusi\u00f3n masiva como la publicidad en l\u00ednea.<\/p>\n

Participaciones clave en el Insight Innovation Exchange Latin America.<\/h2>\n

Julio Franco, Vicepresidente de Zappistore nos habl\u00f3 sobre la importancia de entender a los consumidores para ser m\u00e1s competitivos en el mercado. Recalc\u00f3 la importancia de llevar la opini\u00f3n de los consumidores a la mesa de toma de decisiones para asegurar que las estrategias propuestas son las indicadas. Un insight muy importante compartido por Julio Franco fue que s\u00f3lo el 13% de los directores de marketing toma decisiones basadas en la investigaci\u00f3n de mercados.<\/p>\n

Ximena Vega, fundadora y CEO de Claridad Consultor\u00eda Estrat\u00e9gica platic\u00f3 sobre la ciber dependencia de los usuarios a sus dispositivos m\u00f3viles ya que la gente mira su celular aproximadamente 150 veces aun cuando est\u00e1 apagado. Tambi\u00e9n nos comparti\u00f3 su visi\u00f3n sobre la construcci\u00f3n de las ideas, seg\u00fan Ximena Vega, las ideas deben construirse entre todos, la cocreaci\u00f3n no conoce de organigramas\u201d.<\/p>\n

Alejandro Tanco, Director de la regi\u00f3n Andina para Firefly, \u00e1rea cualitativa de Millard Brown nos revel\u00f3 interesantes insights sobre el comportamiento real de compra de los consumidores y el perfil del nuevo consumidor latinoamericano.<\/p>\n

Omar Estrada, fundador de Evidens, imparti\u00f3 la ponencia \u201cGeneraci\u00f3n K\u201d la cual hace referencia al personaje de ficci\u00f3n de Katniss Everdeen de la trilog\u00eda de libros juveniles \u201cLos juegos del hambre\u201d de Suzanne Collins. De acuerdo a Omar los nacidos entre los a\u00f1os 1995 y 2010 son los llamados Generaci\u00f3n K o generalmente conocidos como Generaci\u00f3n Z. En su ponencia nos platic\u00f3 sobre sus principales cualidades, entre las que destacan que viven su presente y creen que pueden cambiar su futuro, son rebeldes, cr\u00edticos generacionales que valoran y atesoran a la familia y las amistades. Culmin\u00f3 su presentaci\u00f3n haciendo hincapi\u00e9 en que esta generaci\u00f3n es el consumidor del futuro y por tanto hay que redoblar esfuerzos para conocerlo m\u00e1s y as\u00ed brindarle diferentes experiencias que satisfagan sus necesidades.<\/p>\n

Patricio Pagani, Director de la compa\u00f1\u00eda InfoTools imparti\u00f3 el workshop sobre el impacto de la inteligencia artificial AI en la industria de los insights. De acuerdo con \u00e9l, los clientes de investigaci\u00f3n piden cada d\u00eda que todo sea m\u00e1s r\u00e1pido, mejor y m\u00e1s barato. Por tal motivo es indispensable contar con tecnolog\u00eda que ayude en la automatizaci\u00f3n de los procesos, ya que seg\u00fan su predicci\u00f3n, dentro de 10 a\u00f1os, la mitad de los trabajos ser\u00e1n hechos por maquinas. Lo que conlleva en su opini\u00f3n, un conflicto moral, entre impulsar la innovaci\u00f3n de los procesos a trav\u00e9s de la automatizaci\u00f3n a sabiendas de que a posteriori provocar\u00e1 desempleo.<\/p>\n

Jos\u00e9 Kont, Cofundador de Neuromarketing.la charl\u00f3 sobre las tendencias del neuromarketing en Latinoam\u00e9rica. Platic\u00f3 sobre el concepto de \u201cmiop\u00eda del marketing\u201d especificando que se pueden encontrar errores, sesgos y anomal\u00edas en las estrategias de marketing ejecutadas por las empresas.<\/p>\n

Para reducir los problemas de miop\u00eda del marketing Jos\u00e9 Kont recomend\u00f3 los siguientes puntos:<\/p>\n

    \n
  1. Hacer m\u00e1s de lo mismo, pero mejor.<\/li>\n
  2. M\u00e1s publicidad y m\u00e1s publicidad.<\/li>\n
  3. Desarrollo de sistemas tipo CRM.<\/li>\n
  4. Preguntar al consumidor \u00bfQu\u00e9 es lo que quiere?<\/li>\n
  5. Convertir el marketing en ciencia (Neuromarketing, Neurociencia del consumidor).<\/li>\n
  6. Utilizar nuevos modelos y definiciones (Inbound Marketing, Manifiesto Cluetrain, Permisssion Marketing).<\/li>\n<\/ol>\n

    No te pierdas todo lo acontecido el d\u00eda 1 del Insight Innovation Exchange Latin America 2016<\/a>.<\/p>\n

    Espera nuestra nota final del evento Insight Innovation Exchange Latin America 2016 en nuestra siguiente publicaci\u00f3n.<\/p>\n","protected":false},"excerpt":{"rendered":"

    INSIGHT INNOVATION EXCHANGE LATIN AMERICA 2016 (d\u00eda 2) El segundo d\u00eda del Insight Innovation Exchange Latin America 2016 transcurri\u00f3 con […]<\/p>\n","protected":false},"author":121,"featured_media":29041,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[182,178,173],"tags":[],"yoast_head":"\nInsight Innovation Exchange Latin America 2016 (d\u00eda 2)<\/title>\n<meta name=\"description\" content=\"El segundo d\u00eda del Insight Innovation Exchange Latin America 2016 transcurri\u00f3 con \u00e9xito. 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