{"id":18539,"date":"2021-11-03T14:37:57","date_gmt":"2021-11-03T13:37:57","guid":{"rendered":"https:\/\/trilogi.com\/blog\/black-friday-2021-la-realitat-postpandemia\/"},"modified":"2021-11-03T14:37:57","modified_gmt":"2021-11-03T13:37:57","slug":"black-friday-2021-la-realitat-postpandemia","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/black-friday-2021-la-realitat-postpandemia\/","title":{"rendered":"BLACK FRIDAY 2021: la realitat \u201cpostpand\u00e8mia\u201d"},"content":{"rendered":"<p>El Black Friday \u00e9s una de les dates m\u00e9s importants de l\u2019any i una temporada que comporta grans descomptes i un gran increment en la compra de productes. Va comen\u00e7ar com una festivitat celebrada l\u2019\u00faltim divendres de novembre i ha aconseguit convertir-se en una data reconeguda pels consumidors com una oportunitat d\u2019aconseguir grans ofertes i una via promocional per a les empreses.<\/p>\n<p>Ha estat tan popular entre els consumidors que ja es considera l\u2019inici de la campanya de Nadal, un pic de vendes que pot continuar amb la campanya nadalenca i acabar amb les rebaixes d\u2019hivern. A Espanya, el 35% de les vendes es concentren en les dates nadalenques i, per la comoditat i la senzillesa de la compra online, s\u2019especula que aquest Nadal es far\u00e0 el 40% de les compres online de tot l\u2019any.<\/p>\n<p>Aquest any hi ha l\u2019afegit que \u00e9s el primer Black Friday de la nova realitat \u201cpost-Covid\u201d. Despr\u00e9s d\u2019un 2020 en qu\u00e8 pr\u00e0cticament totes les compres s\u2019havien de fer online i el protagonista va ser sens dubte l\u2019eCommerce, aquest any <strong>les botigues online i les offline <\/strong>conviuran i ser\u00e0 m\u00e9s adequat parlar d\u2019omnicanalitat. A m\u00e9s, els clients estan molt m\u00e9s acostumats a comprar online despr\u00e9s de la pand\u00e8mia. Com \u00e9s el nou consumidor? Com hem de plantejar aquest Black Friday 2021? En aquest post volem donar-te 10 punts clau per triomfar aquest Black Friday.<\/p>\n<p>Tot i aix\u00ed, la competitivitat en aquestes dates \u00e9s molt m\u00e9s alta que en qualsevol altra \u00e8poca de l\u2019any i per aix\u00f2 hem de construir una bona estrat\u00e8gia per al nostre eCommerce. Com hem de preparar les botigues online per al Black Friday? Continua llegint!<\/p>\n<ol>\n<li>\n<h2><strong>Planificaci\u00f3<\/strong><\/h2>\n<\/li>\n<\/ol>\n<p style=\"padding-left: 40px;\">En el m\u00e0rqueting digital, la planificaci\u00f3 \u00e9s el punt de partida de tota campanya i \u00e9s clau per garantir-ne l\u2019\u00e8xit. \u00c9s molt important preparar una estrat\u00e8gia adaptada al nostre negoci i als nostres consumidors.<\/p>\n<p style=\"padding-left: 40px;\">A mesura que s\u2019acosta novembre, els valors de CPC augmenten exponencialment i fan pujar els preus de les nostres campanyes. Per aix\u00f2, la nostra estrat\u00e8gia s\u2019hauria de basar a donar a con\u00e8ixer la marca al setembre i a l\u2019octubre.<strong> Comen\u00e7ar a treballar la generaci\u00f3 de tr\u00e0nsit els mesos anteriors al Black Friday \u00e9s vital.<\/strong> Aix\u00ed, quan s\u2019acosti la data d\u2019ofertes i promocions, les cerques estaran centrades en la nostra marca.<\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol start=\"2\">\n<li>\n<h2><strong>Omnicanalitat<\/strong><\/h2>\n<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p style=\"padding-left: 40px;\"><a href=\"https:\/\/trilogi.com\/blog\/ca\/lomnicanalitat-el-futur-postpandemia-de-lecommerce\/\">Qu\u00e8 \u00e9s l\u2019omnicanalitat?<\/a> \u00c9s un terme molt important per a la nostra estrat\u00e8gia: una estrat\u00e8gia de negoci basada a interactuar amb els usuaris des dels diferents canals (botiga online, app, botiga f\u00edsica, etc.) com si fossin un de sol.<\/p>\n<p style=\"padding-left: 40px;\">L\u2019\u00fas dels diferents canals s\u2019ha de fer sota la mateixa estrat\u00e8gia per arribar als nostres clients des de diferents perspectives. Com hem comentat, aquest any les <strong>botigues f\u00edsiques<\/strong> voldran recuperar les vendes perdudes l\u2019any passat i les <strong>botigues online<\/strong> han guanyat molt protagonisme en aquest context. A m\u00e9s, els consumidors naveguen m\u00e9s i estan m\u00e9s informats (poden mirar el producte a la botiga f\u00edsica, les ofertes al web i tancar la compra a l\u2019app, per exemple); per aix\u00f2, aquest 2021 l\u2019omnicanalitat \u00e9s un concepte clau.<\/p>\n<ol start=\"3\">\n<li>\n<h2><strong>Branding <\/strong><\/h2>\n<\/li>\n<\/ol>\n<p style=\"padding-left: 40px;\"><strong>\u00c9s m\u00e9s f\u00e0cil que et compri un client que ja et coneix. <\/strong>Pot semblar obvi, per\u00f2 de vegades oblidem que hem de treballar el branding i donar a con\u00e8ixer la nostra marca. Aquest pas \u00e9s primordial per a l\u2019\u00e8xit de la teva campanya.<\/p>\n<p style=\"padding-left: 40px;\">\u00a0Al setembre i a l\u2019octubre, els usuaris es troben en una etapa de descobriment: comparaci\u00f3 de preus, anuncis relacionats, productes rebaixats, etc., i necessitem que la nostra marca hi sigui present en aquest moment. Per tant, hem de planificar una estrat\u00e8gia enfocada a la marca per captar compradors.<\/p>\n<ol start=\"4\">\n<li>\n<h2><strong>Prepara el teu eCommerce <\/strong><\/h2>\n<\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\" wp-image-14929 aligncenter\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/ecommerce-1706103_1920-1-300x300.png\" alt=\"\" width=\"599\" height=\"599\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/ecommerce-1706103_1920-1-300x300.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/ecommerce-1706103_1920-1-1100x1100.png 1100w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/ecommerce-1706103_1920-1-768x768.png 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/ecommerce-1706103_1920-1-1536x1536.png 1536w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/ecommerce-1706103_1920-1-1170x1170.png 1170w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/ecommerce-1706103_1920-1.png 1920w\" sizes=\"(max-width: 599px) 100vw, 599px\" \/><\/p>\n<p style=\"padding-left: 40px;\">Assegura\u2019t que la teva botiga online est\u00e0 preparada per suportar l\u2019augment de vendes i de demanda. En pocs dies, les comandes pugen exponencialment i cal preparar l\u2019eCommerce perqu\u00e8 funcioni al 100%. Quins s\u00f3n els punts m\u00e9s importants?<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Disposar d\u2019estoc suficient<\/li>\n<li>Comptar amb m\u00e9s d\u2019un transportista<\/li>\n<li>Assegurar els enviaments en per\u00edodes de molt moviment<\/li>\n<li>Que la teva botiga online aguanti un nombre m\u00e9s gran d\u2019usuaris sense perjudicar-ne l\u2019experi\u00e8ncia.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ol start=\"5\">\n<li>\n<h2><strong>Campanyes de publicitat <\/strong><\/h2>\n<\/li>\n<\/ol>\n<p style=\"padding-left: 40px;\">La publicitat online \u00e9s un dels m\u00e8todes m\u00e9s efica\u00e7os per arribar als consumidors de manera r\u00e0pida i segmentada. Inverteix de manera estrat\u00e8gica en les diferents plataformes de pagament com Google Ads per aconseguir el m\u00e0xim de vendes i notorietat.<\/p>\n<p style=\"padding-left: 40px;\">Recorda els punts que hem esmentat en aquest post sobre el branding, la generaci\u00f3 de tr\u00e0nsit i l\u2019omnicanalitat.<\/p>\n<ol start=\"6\">\n<li>\n<h2><strong>Facebook Ads <\/strong><\/h2>\n<\/li>\n<\/ol>\n<p style=\"padding-left: 40px;\"><strong>Les xarxes socials s\u00f3n, sens dubte, al centre de les nostres vides. <\/strong>Cal con\u00e8ixer el target de cadascuna i treballar la segmentaci\u00f3 per arribar al teu n\u00ednxol d\u2019usuaris, per\u00f2 s\u00f3n un canal molt bo per fer campanyes de Black Friday.<\/p>\n<p style=\"padding-left: 40px;\">Facebook \u00e9s una plataforma que abasta un gran nombre d\u2019usuaris i t\u00e9 una influ\u00e8ncia enorme en les decisions de compra dels consumidors. Publica ofertes que interessin l\u2019usuari i promociona el teu producte a Instagram o Facebook.<\/p>\n<p style=\"padding-left: 40px;\">Fins i tot la mateixa plataforma et dona l\u2019opci\u00f3 de crear una landing page on podr\u00e0s publicar els productes de m\u00e9s inter\u00e8s i promocionar-los per a la temporada del Black Friday, i aix\u00ed endinsar el teu negoci en una de les tend\u00e8ncies del 2022: el Social Commerce.<\/p>\n<ol start=\"7\">\n<li>\n<h2><strong>Rem\u00e0rqueting <\/strong><\/h2>\n<\/li>\n<\/ol>\n<p style=\"padding-left: 40px;\">Centra l\u2019estrat\u00e8gia en clients existents o usuaris que han visitat el teu web els darrers mesos: \u00e9s m\u00e9s f\u00e0cil que et comprin perqu\u00e8 ja et coneixen.<\/p>\n<p style=\"padding-left: 40px;\">Adre\u00e7ar-se a aquests usuaris \u00e9s m\u00e9s profit\u00f3s que aplicar una estrat\u00e8gia enfocada \u00fanicament a clients nous. Concentra els esfor\u00e7os en promocions interessants perqu\u00e8 els usuaris que ja coneixen la marca facin la compra gr\u00e0cies a la petita empenta del rem\u00e0rqueting.<\/p>\n<ol start=\"8\">\n<li>\n<h2><strong>Paraules clau per al Black Friday <\/strong><\/h2>\n<\/li>\n<\/ol>\n<p style=\"padding-left: 40px;\"><strong>Hi ha moltes persones que busquen ofertes i informaci\u00f3 sobre el Black Friday. <\/strong>Enfoca l\u2019estrat\u00e8gia en noves paraules clau per captar clients i inverteix, a la campanya de cerca, en els conceptes que m\u00e9s s\u2019utilitzen en \u00e8poques de rebaixes. <strong>Fins i tot pots crear una landing o un post al blog per posicionar aquestes paraules clau i atraure tr\u00e0nsit.<\/strong><\/p>\n<p style=\"padding-left: 40px;\">Alguns exemples serien: abric oferta Black Friday, millors regals Black Friday o Black Friday jerseis.<\/p>\n<p style=\"padding-left: 40px;\">Procura trobar els termes que millor s\u2019adaptin al teu negoci.<\/p>\n<ol start=\"9\">\n<li>\n<h2><strong>Marketing Automation<\/strong><\/h2>\n<\/li>\n<\/ol>\n<p style=\"padding-left: 40px;\">El Marketing Automation \u00e9s l\u2019\u00fas d\u2019un programari per automatitzar accions de m\u00e0rqueting, com la generaci\u00f3 de workflows, comunicant-te de manera \u00fanica amb cada usuari. A Trilogi fem servir <a href=\"https:\/\/trilogi.com\/blog\/ca\/que-es-el-marketing-automation-en-ecommerce\/\">Connectif<\/a>, l\u2019eina de Marketing Automation per excel\u00b7l\u00e8ncia, amb la qual podem activar un pop-up, enviar correus de carretons abandonats, d\u2019ofertes personalitzades i molt m\u00e9s!<\/p>\n<p><img decoding=\"async\" class=\" wp-image-14930 aligncenter\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/black-friday-suscripcion-carrito-al-abandonar-pagina-min-300x162.png\" alt=\"\" width=\"704\" height=\"381\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/black-friday-suscripcion-carrito-al-abandonar-pagina-min-300x162.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/black-friday-suscripcion-carrito-al-abandonar-pagina-min-768x415.png 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/black-friday-suscripcion-carrito-al-abandonar-pagina-min.png 1000w\" sizes=\"(max-width: 704px) 100vw, 704px\" \/><\/p>\n<p style=\"padding-left: 40px;\">Per al Black Friday \u00e9s imprescindible crear una estrat\u00e8gia de Marketing Automation basada en el Pre Black Friday, l\u2019In Black Friday i el Post Black Friday. Vols saber quins workflows s\u00f3n imprescindibles per al Black Friday? T\u2019expliquem el secret!<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Compte enrere: <\/strong>Mostra un comptador amb el compte enrere per a les primeres ofertes del Black Friday. Crea expectaci\u00f3!<\/li>\n<li><strong>Campanyes massives: <\/strong>Combina l\u2019email m\u00e0rqueting i les notificacions web push per impactar els teus usuaris amb les ofertes del Black Friday.<\/li>\n<li><strong>Segmentador de Paid Media: <\/strong>Interactua amb els contactes de les campanyes de Google Ads i Facebook Ads mostrant missatges diferents al teu web.<\/li>\n<li><strong>Alerta de finalitzaci\u00f3: <\/strong>Incentiva les compres d\u2019\u00faltima hora avisant del temps que falta perqu\u00e8 acabi l\u2019oferta.<\/li>\n<li><strong>Fidelitzaci\u00f3: <\/strong>Ofereix un cup\u00f3 de descompte per a la propera compra als qui han comprat al Black Friday. Fidelitza els teus usuaris!<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ol start=\"10\">\n<li>\n<h2><strong>Cupons de descompte i temporitzador <\/strong><\/h2>\n<\/li>\n<\/ol>\n<p style=\"padding-left: 40px;\">Com aplicar els descomptes al teu web? Hem parlat dels dies anteriors i de quina estrat\u00e8gia seguir fins arribar al <strong>Black Friday 2021. <\/strong>I quan hi arribem?<\/p>\n<p style=\"padding-left: 40px;\">El cup\u00f3 de descompte \u00e9s un m\u00e8tode molt efica\u00e7 per mostrar promocions i trencar la barrera de la comparaci\u00f3 de preus. Oferir cupons personalitzats als teus usuaris garanteix la venda i tamb\u00e9 la fidelitzaci\u00f3 a la marca.<\/p>\n<p style=\"padding-left: 40px;\">D\u2019altra banda, els temporitzadors donen una sensaci\u00f3 d\u2019urg\u00e8ncia i recorden als clients que les ofertes del Black Friday s\u00f3n limitades i molt curtes, amb una durada d\u2019un dia o, com a molt, el cap de setmana seg\u00fcent al dia D.<\/p>\n<p>Som a les portes del Black Friday 2021 <strong>amb una nova realitat molt m\u00e9s digitalitzada, que ara ha de conviure amb les botigues online, i uns usuaris molt m\u00e9s informats. <\/strong>Per aix\u00f2 \u00e9s clau plantejar una estrat\u00e8gia per a la teva marca i no improvisar.<\/p>\n<p>Qu\u00e8 t\u2019han semblat aquests 10 consells per aconseguir una bona campanya? Aquest any les vendes online tindran encara m\u00e9s protagonisme al Black Friday i, per aix\u00f2, a Trilogi ja ens estem preparant perqu\u00e8 els nostres clients tinguin un Black Friday d\u2019\u00e8xit. I tu, est\u00e0s preparat?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El Black Friday \u00e9s una de les dates m\u00e9s importants de l\u2019any i una temporada que comporta grans descomptes i un gran increment en la compra de productes. Va comen\u00e7ar com una festivitat celebrada l\u2019\u00faltim divendres de novembre i ha aconseguit convertir-se en una data reconeguda pels consumidors com una oportunitat d\u2019aconseguir grans ofertes i [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14935,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>BLACK FRIDAY 2021: la realitat \u201cpostpand\u00e8mia\u201d | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"El Black Friday \u00e9s l\u2019\u00e8poca m\u00e9s esperada de l\u2019any per a molts comerciants. Est\u00e0s preparat? 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