Quién es la Generación Alfa y por qué pondrá el marketing patas arriba
Están ya en boca de todos y ni siquiera han alcanzado aún la mayoría de edad. Nos referimos a los jóvenes adscritos a la Generación Alfa, que engloba a todas aquellas personas nacidas entre los años 2010 y 2025. Estamos además ante una generación completamente diferente a las inmediatamente precedentes porque se ha criado a los pechos de un mundo que poco o nada tiene que ver con el vio crecer a los millennials o a los centennials.
Simultáneamente los jóvenes adscritos a la Generación Alfa disfrutan de un acceso completamente inagotable al mundo digital y su alfabetización tecnológica es la más excelsa hasta la fecha.
Internet pone al alcance de la Generación Alfa más opciones que nunca y las redes sociales brindan asimismo a los más jóvenes una magnífica plataforma para expresar sus preferencias y sus críticas en tiempo real.
Las marcas no deben perder vista a la Generación Alfa porque promete ser uno de los targets más interesantes para ellas en el futuro.
Apostar por la autenticidad
En este sentido, no basta con que las marcas hablen (por los codos) en las redes sociales sobre la diversidad o la sostenibilidad sino que deben vivir también en base a tales valores. De lo contrario, la Generación Alfa no tendrá en poner la etiqueta de «fake» a las marcas.
Utilizar profusamente los universos digitales
Buena parte de la Generación Alfa transcurre en universos digitales que no harán sino evolucionar y expandirse.
En el futuro los eventos virtuales serán percibidos presumiblemente como equivalentes a los que tienen lugar en el mundo real.
Las marcas deben abrazar cuanto antes las plataformas digitales para ganarse el favor de la Generación Alfa y ganarse allí el estatus de pioneras.
Expandir los esfuerzos en el ámbito del social commerce
Todo apunta a que el futuro del comercio pasará en buena medida por el social commerce, que pegará el estirón al abrigo de plataformas virtuales.
Por esta razón las marcas están obligadas a utilizar el social shopping. De lo contrario, se arriesgan a perder el favor de la próxima generación de consumidores.
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Para la nueva generación de compradores aquello que contempla en las redes sociales tiene un impacto de primerísimo orden en sus decisiones de compra. Y los influencers y los creadores de contenido juegan aquí un rol crucial.
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