{"id":5486,"date":"2020-11-15T22:49:46","date_gmt":"2020-11-16T01:49:46","guid":{"rendered":"http:\/\/www.lupe.com.py\/?p=5486"},"modified":"2021-10-05T22:56:04","modified_gmt":"2021-10-06T01:56:04","slug":"construccion-de-marcas-en-tiempos-de-covid-19","status":"publish","type":"post","link":"https:\/\/www.lupe.com.py\/en\/construccion-de-marcas-en-tiempos-de-covid-19\/","title":{"rendered":"Construcci\u00f3n de Marcas en Tiempos de COVID-19"},"content":{"rendered":"<p class=\"qtranxs-available-languages-message qtranxs-available-languages-message-en\">Sorry, this entry is only available in <a href=\"https:\/\/www.lupe.com.py\/es\/wp-json\/wp\/v2\/posts\/5486\" class=\"qtranxs-available-language-link qtranxs-available-language-link-es\" title=\"ES\">ES<\/a>.<\/p><p>[vc_row css=&#8221;.vc_custom_1633485362030{margin-top: 2vw !important;margin-bottom: 1vw !important;}&#8221;][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243; responsive_align=&#8221;text-center&#8221;]<div id=\"ld_images_group_element_6a15a3f6d6ba5\" class=\"lqd-imggrp-single ld_images_group_element_6a15a3f6d6ba5\"   >\n\t\n\t<div class=\"lqd-imggrp-img-container\"    >\n\t\t\n\t\t\t\t\n\t\t\t\t<figure ><img decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\/\/www.lupe.com.py\/wp-content\/uploads\/2021\/10\/1_GKFVQxSG4sJwxcbximHhxw.jpeg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.lupe.com.py\/wp-content\/uploads\/2021\/10\/1_GKFVQxSG4sJwxcbximHhxw.jpeg 700w, https:\/\/www.lupe.com.py\/wp-content\/uploads\/2021\/10\/1_GKFVQxSG4sJwxcbximHhxw-300x300.jpeg 300w, https:\/\/www.lupe.com.py\/wp-content\/uploads\/2021\/10\/1_GKFVQxSG4sJwxcbximHhxw-150x150.jpeg 150w\" sizes=\"(max-width: 700px) 100vw, 700px\" itemprop=\"image\" \/><\/figure>\t\t\t\t\t\t\t\t\n\t<\/div><!-- \/.lqd-imggrp-content -->\n<\/div><!-- \/.lqd-imggrp-single -->[\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243;]<style>.ld_fancy_heading_6a15a3f6d75bf p{color:rgb(255, 255, 255);}.ld_fancy_heading_6a15a3f6d75bf p {font-size:16px; } .ld_fancy_heading_6a15a3f6d75bf .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a15a3f6d75bf p {font-size:16px; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a15a3f6d75bf\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  Sugerencias de especialistas internacionales de marketing sobre la comunicaci\u00f3n en tiempos de la pandemia:<\/p>\n<p>Seg\u00fan el grupo mundial de comunicaciones Dentsu Aegis Network, en la medida que el brote de COVID-19 se ha convertido en una pandemia mundial, todos los actores econ\u00f3micos y sociales, p\u00fablicos y privados, se esfuerzan por descubrir las mejores formas de sobrellevar el impacto que ha tenido esta pandemia en las personas y las econom\u00edas, impacto que ha tocado, y lo seguir\u00e1 haciendo a lo largo del futuro visible, cada fibra de nuestras vidas y por consecuencia tambi\u00e9n de los negocios.<\/p>\n<p>Este documento tiene como objetivo compartir con los l\u00edderes empresariales, del marketing y la publicidad nuestra perspectiva sobre algunas de las tendencias claves y posibles acciones que creemos importantes considerar a la hora de replantear las estrategias y t\u00e1cticas que no solo pueden proteger sus negocios, sino tambi\u00e9n identificar oportunidades de mejora y crecimiento.<\/p>\n<p>Para conocer tendencias y pautas espec\u00edficas de tu categor\u00eda y contexto comercial, pod\u00e9s escribirnos a info@lupe.com.py; y te pedimos no olvides protegerte, a vos y tus seres queridos, siguiendo las recomendaciones de la Organizaci\u00f3n Mundial de la Salud y las pautas del Gobierno del Paraguay y sus Ministerios.<\/p>\n<p>A continuaci\u00f3n exploramos algunos cambios importantes a tomar en consideraci\u00f3n:<\/p>\n<p><strong>CAMBIOS CONDUCTUALES: Abrazando la tecnolog\u00eda<\/strong><\/p>\n<p>1. <strong>Aumento de consumo de noticias:<\/strong> Vemos como, movidas por la ansiedad y la necesidad de estar informados, las personas tienden a consumir mayor cantidad de contenido noticioso, tanto local como internacional.<\/p>\n<p>2. <strong>Explotaci\u00f3n del entretenimiento digital:<\/strong> Muchas de las conversaciones actualmente se basan en recomendaciones de pel\u00edculas, series, y distintos contenidos innovadores (ej. recorridos virtuales de museos) para sobrellevar el aislamiento social.<\/p>\n<p>3. <strong>Mayor conexi\u00f3n:<\/strong> Las videollamadas a trav\u00e9s de diversas aplicaciones m\u00f3viles se han vuelto parte esencial no solamente de la vida personal sino tambi\u00e9n de la vida laboral.<\/p>\n<p>4.<strong> Exploraci\u00f3n obligada del e-commerce:<\/strong> Tanto por una oferta apresurada como medida para proteger las ventas (en especial en categor\u00eda de alimentos) las personas est\u00e1n experimentando, llevados por la contingencia actual, con las distintas ofertas de comercio electr\u00f3nico para responder a sus necesidades de consumo.<\/p>\n<p><strong>CAMBIOS EN EL CONSUMO DE MEDIOS: Solo el COVID importa<\/strong><\/p>\n<p>1.<strong> Informaci\u00f3n para calmar ansiedades:<\/strong> Hemos visto un crecimiento exponencial de b\u00fasqueda de palabras claves relacionadas al COVID-19, lo que esperamos permita acelerar el crecimiento del h\u00e1bito de uso de buscadores en nuestro mercado. Muchos editores de noticias eliminaron sus suscripciones pagadas en todos sus art\u00edculos relacionados con Novel COVID-19 para facilitar la informaci\u00f3n. Para evitar la desinformaci\u00f3n sobre esta pandemia y los usos oportunistas, plataformas como Google han lanzado iniciativas para atraer a los usuarios a fuentes confiables y bloquear todos los anuncios que se aprovechan de manera negativa de la situaci\u00f3n.<\/p>\n<p>2.<strong> Mayor consumo de TV y VOD:<\/strong> En los Estados Unidos, la transmisi\u00f3n podr\u00eda aumentar en un 60% seg\u00fan Nielsen, que basan su an\u00e1lisis en datos de situaciones de confinamiento anteriores. Consumo de TV abierta en Italia increment\u00f3 15% al comparar febrero de 2019 vs. febrero de 2020. Esta realidad nos lleva a evaluar la posibilidad de anunciar en eventos virtuales, conciertos en IG y torneos en l\u00ednea, los que tendr\u00e1n una audiencia creciente durante las siguientes semanas.<\/p>\n<p>3.<strong> Ca\u00edda de presiones en OOH, Cine y Eventos:<\/strong> Vemos como, llevadas por la ansiedad, las personas tienen a consumir mayor cantidad de contenido noticioso, tanto local como internacional. Mientras que algunas casas de producci\u00f3n han optado por posponer el lanzamiento de sus pel\u00edculas, otras han decidido lanzarlas, pero en canales digitales: en China, la pel\u00edcula \u2018Perdidos en Rusia\u2019 se traslad\u00f3 a ByteDance y otras plataformas de video en l\u00ednea, atrayendo \u00a1180 millones de espectadores en los primeros tres d\u00edas! Por otro lado, los grandes eventos deportivos como la NBA y Copa Am\u00e9rica ya anunciaron su cancelaci\u00f3n, y a\u00fan estamos esperando ver la decisi\u00f3n de los Juegos Ol\u00edmpicos 2020 de Jap\u00f3n. En nuestro mercado hemos visto como eventos importantes como el Asuncionico han sido pospuestos hasta nuevo aviso.<\/p>\n<p>4.<strong> Refugio en las Redes Sociales:<\/strong> A nivel global las personas ingresan m\u00e1s frecuentemente y con sesiones de mayor duraci\u00f3n a sus redes favoritas. Se ven incrementos de uso en Facebook, Instagram, Twitter, YouTube y Tik Tok.<\/p>\n<p>Compartimos esta gu\u00eda desarrollada por DAN con sencillos pasos que permiten orientar la toma de decisiones relativas a la comunicaci\u00f3n de las marcas.<\/p>\n<p><strong>GU\u00cdA DE COMUNICACI\u00d3N PARA CONTINGENCIAS DE DENTSU AEGIS NETWORK<\/strong><\/p><\/div>[\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1633403142342{margin-top: 2vw !important;margin-bottom: 2vw !important;}&#8221;][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243; responsive_align=&#8221;text-center&#8221;]<div id=\"ld_images_group_element_6a15a3f6d7a7e\" class=\"lqd-imggrp-single ld_images_group_element_6a15a3f6d7a7e\"   >\n\t\n\t<div class=\"lqd-imggrp-img-container\"    >\n\t\t\n\t\t\t\t\n\t\t\t\t<figure ><img decoding=\"async\" width=\"700\" height=\"612\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D&#039;http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg&#039; viewBox%3D&#039;0 0 700 612&#039;%2F%3E\" class=\"attachment-full size-full ld-lazyload\" alt=\"\" itemprop=\"image\" data-src=\"https:\/\/www.lupe.com.py\/wp-content\/uploads\/2021\/10\/1_-WyyejQVdyKvrCPyfqLh6Q.jpeg\" data-srcset=\"https:\/\/www.lupe.com.py\/wp-content\/uploads\/2021\/10\/1_-WyyejQVdyKvrCPyfqLh6Q.jpeg 700w, https:\/\/www.lupe.com.py\/wp-content\/uploads\/2021\/10\/1_-WyyejQVdyKvrCPyfqLh6Q-300x262.jpeg 300w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" data-aspect=\"1.1437908496732\" \/><\/figure>\t\t\t\t\t\t\t\t\n\t<\/div><!-- \/.lqd-imggrp-content -->\n<\/div><!-- \/.lqd-imggrp-single -->[\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243;]<style>.ld_fancy_heading_6a15a3f6df580 p{color:rgb(255, 255, 255);}.ld_fancy_heading_6a15a3f6df580 p {font-size:16px; } .ld_fancy_heading_6a15a3f6df580 .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a15a3f6df580 p {font-size:16px; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a15a3f6df580\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  En Lupe ayudamos a construir relaciones entre las marcas y los consumidores, especialmente en momentos donde necesitamos estar m\u00e1s unidos todos y todas.<\/p>\n<p><em>Cualquier informaci\u00f3n adicional que necesite favor contactar a info@lupe.com.py<\/em><\/p><\/div>[\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row]<\/p>","protected":false},"excerpt":{"rendered":"<p>Sorry, this entry is only available in ES.[vc_row css=&#8221;.vc_custom_1633485362030{margin-top: 2vw !important;margin-bottom: 1vw !important;}&#8221;][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243; responsive_align=&#8221;text-center&#8221;][\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243;][\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1633403142342{margin-top: 2vw !important;margin-bottom: 2vw !important;}&#8221;][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243; responsive_align=&#8221;text-center&#8221;][\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243;][\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row]<\/p>\n","protected":false},"author":1,"featured_media":5489,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[59],"tags":[],"class_list":["post-5486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencia-lupe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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