{"id":14557,"date":"2016-07-12T13:43:00","date_gmt":"2016-07-12T13:43:00","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/es\/blog\/practica-guia-de-marketing-para-entender-las-ultimas-3-generaciones-parte-1\/"},"modified":"2020-06-05T17:53:55","modified_gmt":"2020-06-05T17:53:55","slug":"practica-guia-de-marketing-para-entender-las-ultimas-3-generaciones-parte-1","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/es\/blog\/practica-guia-de-marketing-para-entender-las-ultimas-3-generaciones-parte-1\/","title":{"rendered":"Pr\u00e1ctica gu\u00eda de marketing para entender las \u00faltimas 3 generaciones. Parte 1"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Son muy conocidos los t\u00e9rminos baby boomers, generaci\u00f3n X, millennials, entre otros; nombres que reciben las generaciones de individuos que vivieron ciertos sucesos en com\u00fan. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con el <\/span><a href=\"https:\/\/www.benchmarkemail.com\/es\/blog\/entendiendo-las-generaciones-para-su-uso-en-el-marketing\/\"><span style=\"font-weight: 400;\">art\u00edculo anterior de esta serie<\/span><\/a><span style=\"font-weight: 400;\"> entendimos que las generaciones son las segmentaciones etarias de los consumidores, es decir, c\u00f3mo est\u00e1n divididas las personas de acuerdo a la \u00e9poca en la que vivieron en directa relaci\u00f3n a su a\u00f1o de nacimiento. Con esta pr\u00e1ctica gu\u00eda, podr\u00e1s entender los comportamientos generales de ellas y los sucesos globales que las marcan, adem\u00e1s de alguno tips sobre c\u00f3mo llegarles. <\/span><\/p>\n<p><strong>GENERACI\u00d3N X<\/strong><\/p>\n<ul>\n<li><b>Vivieron: <\/b><span style=\"font-weight: 400;\">El final de la guerra fr\u00eda y la ca\u00edda del muro de Berl\u00edn. <\/span><b>Se llama as\u00ed porque:<\/b><span style=\"font-weight: 400;\"> A ra\u00edz de la novela \u201cGeneration X: Tales for an Accelerated Culture\u201d, publicado en 1991.<\/span><\/li>\n<li><b><b>Caracter\u00edsticas: <\/b><span style=\"font-weight: 400;\">Seg\u00fan un nuevo <\/span><a href=\"http:\/\/home.isr.umich.edu\/files\/2013\/01\/GenX_Vol2Iss2_print.pdf\" rel=\"external nofollow noopener noreferrer\" class=\"external\" target=\"_blank\"><span style=\"font-weight: 400;\">estudio a largo plazo realizado por la Universidad de Michigan<\/span><\/a><span style=\"font-weight: 400;\">, tienen <\/span><span style=\"font-weight: 400;\">vidas activas, equilibradas y felices<\/span><span style=\"font-weight: 400;\">, dedican su tiempo libre a la cultura, el ocio al aire libre o a la lectura. &#8220;Son activos en sus comunidades, mayormente satisfechos con sus empleos y capaces de equilibrar el trabajo, la familia y el esparcimiento&#8221;.<\/span><\/b><\/li>\n<li><b>Negocian: <\/b><span style=\"font-weight: 400;\">Seg\u00fan la <\/span><a href=\"https:\/\/wealth.barclays.com\/content\/dam\/bwpublic\/global\/documents\/global-stock-rewards\/multi-generations-summary.pdf\" rel=\"external nofollow noopener noreferrer\" class=\"external\" target=\"_blank\"><span style=\"font-weight: 400;\">Universidad de Liverpool<\/span><\/a><span style=\"font-weight: 400;\">, prefieren cerrar negocios online, con opci\u00f3n cara a cara si el tiempo lo permite.<\/span><\/li>\n<li><b>Compran:<\/b><span style=\"font-weight: 400;\"> Cara a Cara. Tienden a reflexionar mucho los motivos de su compra, conv\u00e9ncelos con argumentos. Aprovechan descuentos.<\/span><\/li>\n<li><b>Socializan:<\/b><span style=\"font-weight: 400;\"> Email y mensajes de texto.<\/span><\/li>\n<li><b>Tecnolog\u00eda Particular: <\/b><span style=\"font-weight: 400;\">Laptops<\/span><\/li>\n<li><b>Tips para llegar a ellos:<\/b>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">1. Email Marketing: De acuerdo con un estudio elaborado por InnoMedia, NuStats y Vertis, <\/span><a href=\"https:\/\/www.linkedin.com\/pulse\/marketing-generation-x-y-dawkins-brown-fcca-ca-acfe?forceNoSplash=true\" rel=\"external nofollow noopener noreferrer\" class=\"external\" target=\"_blank\"><span style=\"font-weight: 400;\">86% de los miembros de la generaci\u00f3n \u2018X\u2019 revisan diario su correo.<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">2. Publicidad convencional: Campa\u00f1as masivas, impresos (espectaculares, revistas), anuncios en TV y radio.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">3. Cat\u00e1logos: Revisar opciones, comparar y checar descuentos es algo usual en ellos, ya sea impreso o digital.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><strong>GENERACI\u00d3N Y<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Conocidos popularmente como \u201cMillennials\u201d. Hoy tienen el poder adquisitivo y son target de m\u00e1s de la mitad de campa\u00f1as de mercadotecnia y casi la totalidad de las campa\u00f1as de marketing digital; son llamados as\u00ed porque su juventud fue durante el cambio del milenio, no porque hayan nacido en el nuevo milenio.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Suele incluir a:<\/b><span style=\"font-weight: 400;\"> Los nacidos entre los 80\u2019s y finales de los 90\u2019s.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Vivieron: <\/b><span style=\"font-weight: 400;\">La globalizaci\u00f3n, el auge de Internet y la transici\u00f3n del DOS al Windows.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Se llama as\u00ed porque: <\/b><span style=\"font-weight: 400;\">Se dice que la \u2018Y\u2019 representa la l\u00ednea corporal que se asomaba de la ropa interior, por motivo del popular uso de los pantalones a la altura de la mitad de los gl\u00fateos. Suceden a la generaci\u00f3n \u2018X\u2019, y es la siguiente letra en el orden alfab\u00e9tico latino.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Caracter\u00edsticas:<\/b><span style=\"font-weight: 400;\"> Son los j\u00f3venes de la era de Internet, nacidos en un mundo pr\u00f3spero, en viviendas confortables, con familias no tradicionales basadas en relaciones m\u00e1s democr\u00e1ticas y sinceras. Se mueven f\u00e1cilmente entre lo an\u00e1logo y lo digital. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Negocian: <\/b><span style=\"font-weight: 400;\">Cara a cara.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Compran:<\/b><span style=\"font-weight: 400;\"> Por afinidad de marca. F\u00edsicamente con altas tendencias de compra v\u00eda internet. <\/span><a href=\"https:\/\/www.uoc.edu\/portal\/es\/uoc-news\/actualitat\/2016\/076-millennials.html\" rel=\"external nofollow noopener noreferrer\" class=\"external\" target=\"_blank\"><span style=\"font-weight: 400;\">Seg\u00fan la Universidad Oberta de Catalunya<\/span><\/a><span style=\"font-weight: 400;\">, el <\/span><a href=\"https:\/\/www.benchmarkemail.com\/es\/blog\/infografia-patrones-de-comportamiento-online\/\"><span style=\"font-weight: 400;\">32% revisan opiniones<\/span><\/a><span style=\"font-weight: 400;\"> de otros antes de adquirir productos y 8% deja comentarios.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Socializan: <\/b><span style=\"font-weight: 400;\">Redes sociales y mensajer\u00eda instant\u00e1nea<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Tecnolog\u00eda Particular: <\/b><span style=\"font-weight: 400;\">M\u00f3viles y tabletas<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Tips para llegar a ellos:<\/b>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">1. M\u00f3viles: <\/span><span style=\"font-weight: 400;\">Han utilizado m\u00e1s tipos de tecnolog\u00eda para el entretenimiento: Internet, SMS, tel\u00e9fono m\u00f3vil, reproductores de CD, de MP3, MP4, entre otros. Son su medio, su costumbre.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">2. Facebook: Su principal red social. Las p\u00e1ginas de fans y seguimientos a productos son usuales en ellos. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">3. <\/span><a href=\"http:\/\/www.pewinternet.org\/2015\/08\/19\/the-demographics-of-social-media-users\/\" rel=\"external nofollow noopener noreferrer\" class=\"external\" target=\"_blank\"><span style=\"font-weight: 400;\">Apps Sociales:<\/span><\/a><span style=\"font-weight: 400;\"> Tienen alta actividad en aplicaciones donde los contenidos se pueden compartir (YouTube, Pinterest, tumblr, Facebook, Twitter) y aquellas enfocadas en citas.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">4. Contenido On-Demand: Netflix, YouTube, Spotify y canales en internet con video a demanda son su fuente de consumo cultural. <\/span><span style=\"font-weight: 400;\">Publicidad que interrumpa sus contenidos es medianamente efectiva, si le es atractiva la dejar\u00e1 correr, si no, la saltar\u00e1.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">5. Humor Friki y nostalgia son clave de su engagement.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Hasta aqu\u00ed dejamos esta primera parte para que puedas dirigir a segmentos etarios tus estrategias de marketing esperando te sea de mucha utilidad en tus futuras campa\u00f1as. En la parte 2 estaremos revisando a la generaci\u00f3n Z, la muy pr\u00f3xima generaci\u00f3n de consumidores.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Con esta pr\u00e1ctica gu\u00eda, podr\u00e1s entender los comportamientos generales de las diferentes generaciones y los sucesos globales que las marcan, adem\u00e1s de alguno tips sobre c\u00f3mo llegar a ellas.<\/p>\n","protected":false},"author":93,"featured_media":21262,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3948],"tags":[],"class_list":["post-14557","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-otros"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pr\u00e1ctica gu\u00eda de marketing para entender las \u00faltimas 3 generaciones. Parte 1 - Benchmark Email<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/es\/blog\/practica-guia-de-marketing-para-entender-las-ultimas-3-generaciones-parte-1\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pr\u00e1ctica gu\u00eda de marketing para entender las \u00faltimas 3 generaciones. 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He has a master in design, information and communication and specializes in communication strategies, applying interdisciplinary tactics to his strategies. He had been enrolled with different marketing departments at a variety of enterprises in Mexico making effective communication and design strategies in different countries in the electronic gaming, fashion and outdoors industries, among others.\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Pr\u00e1ctica gu\u00eda de marketing para entender las \u00faltimas 3 generaciones. 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