{"id":5168,"date":"2022-04-06T09:52:00","date_gmt":"2022-04-06T09:52:00","guid":{"rendered":"https:\/\/nuevawebadv.advertis.es\/?p=14074"},"modified":"2022-04-06T10:13:00","modified_gmt":"2022-04-06T10:13:00","slug":"la-importancia-de-lecommerce-i-les-fires-professionals","status":"publish","type":"post","link":"https:\/\/advertis.es\/ca\/la-importancia-de-lecommerce-i-les-fires-professionals\/","title":{"rendered":"La import\u00e0ncia de l&#8217;eCommerce i les fires professionals"},"content":{"rendered":"\n<p>L&#8217;\u00e8xit de la recent edici\u00f3 de la fira <a href=\"https:\/\/www.hostelco.com\/ca\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hostelco-Alimentaria<\/a> va posar en relleu la import\u00e0ncia del contacte hum\u00e0 en les relacions comercials, per\u00f2 alhora, l&#8217;eCommerce ha esdevingut un canal imprescindible en l&#8217;estrat\u00e8gia de les empreses. Aquest va ser l&#8217;eix de la pon\u00e8ncia que Xavier Folguera, CEO d&#8217;Advertis, va oferir als visitants de l&#8217;esdeveniment, \u00e0vids de coneixements i experi\u00e8ncies de m\u00e0rqueting digital.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/advertis.es\/wp-content\/uploads\/2022\/04\/IMG20220405110247-1024x684.jpg\" alt=\"Hostelco 2022 Advertis Xavier Folguera\" class=\"wp-image-14077\"\/><\/figure>\n\n\n\n<p>Es van presentar diversos estudis que certifiquen la import\u00e0ncia d&#8217;oferir solucions comercials i tenir <a href=\"\/ca?page_id=8393\" target=\"_blank\" rel=\"noreferrer noopener\">estrat\u00e8gies digitals<\/a> per elevar la percepci\u00f3 de la marca als clients, retenir-los i cr\u00e9ixer comercialment. Tot aix\u00f2, no tan sols en l&#8217;\u00e0mbit del gran consum, sin\u00f3 tamb\u00e9 a l&#8217;eCommerce B2B. Aix\u00ed doncs, segons estudis com el publicat per Gartner, s&#8217;havien de tenir molt en compte els nous h\u00e0bits dels compradors de les empreses, molts d&#8217;ells, de la generaci\u00f3 mil\u00b7lenial (els nascuts a mitjans dels setanta fins a mitjans dels noranta). Una generaci\u00f3 adaptada a l&#8217;entorn en l\u00ednia i on s&#8217;afirmava que molts dels seus individus donen prefer\u00e8ncia al canal en l\u00ednia per a la compra de productes.<\/p>\n\n\n\n<p>Altres factors presentats a la pon\u00e8ncia s&#8217;emmarquen en la import\u00e0ncia de les relacions parasocials, \u00e9s a dir, aquelles relacions socials d&#8217;individus que, en realitat, no es coneixen per\u00f2 que es vehiculen a trav\u00e9s de les xarxes socials. Alguns estudis indiquen que, igual que succeeix en el gran consum i els influencers, les relacions entre compradors en l\u00ednia professionals i l\u00edders empresaris actius a la xarxa tamb\u00e9 estan afectades per factors m\u00e9s emocionals del que seria l\u00f2gic. En altres paraules, els compradors B2B poden comprar productes a la xarxa per raons que van molt m\u00e9s enll\u00e0 de la l\u00f2gica professional i decantar-se per productes no necess\u00e0riament m\u00e9s econ\u00f2mics que altres o amb m\u00e9s avantatges t\u00e8cnics. Segons un estudi de cient\u00edfics universitaris asi\u00e0tics, les marques professionals que s\u00f3n liderades per executius actius a la xarxa, produeixen un efecte m\u00e9s gran de fidelitzaci\u00f3 que altres marques de la compet\u00e8ncia. I per si no fos poc l&#8217;efecte alterador d&#8217;Internet en les relacions comercials entre empreses, un altre factor dalta rellev\u00e0ncia \u00e9s lefecte que exerceixen els dispositius m\u00f2bils en les conductes dels individus. A trav\u00e9s del concepte dels micromoments, presentat per Google fa set anys i tenint en compte un estudi nord-americ\u00e0 sobre el comportament dels usuaris de m\u00f2bil en centres comercials, es pot concloure que les empreses amb estrat\u00e8gies comercials en l\u00ednia o amb eCommerce, poden aconseguir grans resultats en activitats firals que aquelles que no en tenen. A l&#8217;estudi es conclo\u00efa que els clients compren m\u00e9s quan utilitzen els m\u00f2bils i modifiquen els objectius de compra inicial. Aix\u00ed doncs, aquelles empreses que es presenten a cert\u00e0mens firals amb propostes de venda en l\u00ednia o captaci\u00f3 de leads, poden provocar una major interacci\u00f3 amb els seus clients potencials, especialment si s\u00f3n millennials.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/advertis.es\/wp-content\/uploads\/2022\/04\/IMG20220405114521-1024x683.jpg\" alt=\"Hostelco 2022 Advertis Xavier Folguera\" class=\"wp-image-14081\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/advertis.es\/wp-content\/uploads\/2022\/04\/IMG20220405110228-1024x683.jpg\" alt=\"Hostelco 2022 Advertis Xavier Folguera\" class=\"wp-image-14083\"\/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>L&#8217;\u00e8xit de la recent edici\u00f3 de la fira Hostelco-Alimentaria va posar en relleu la import\u00e0ncia del contacte hum\u00e0 en les relacions comercials, per\u00f2 alhora, l&#8217;eCommerce s&#8217;ha convertit en un canal imprescindible en l&#8217;estrat\u00e8gia de les empreses&#8230;<\/p>\n","protected":false},"author":4,"featured_media":4360,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26,121,116],"tags":[130,131,132,129],"class_list":["post-5168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-comerc-electronic","category-estrategia-digital-i-gestio-online","tag-b2b-ca","tag-b2c-ca","tag-kit-digital-2-ca","tag-kit-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - 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