{"id":18781,"date":"2016-10-11T00:00:00","date_gmt":"2016-10-10T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/google-capta-el-transit-social-amb-shop-the-look\/"},"modified":"2016-10-11T00:00:00","modified_gmt":"2016-10-10T22:00:00","slug":"google-capta-el-transit-social-amb-shop-the-look","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/google-capta-el-transit-social-amb-shop-the-look\/","title":{"rendered":"Google capta el tr\u00e0nsit social amb \u201cShop the Look\u201d"},"content":{"rendered":"

Amb l\u2019auge de les influencers <\/em>i les aplicacions socials, els usuaris busquen a les xarxes socials el que els agrada i el que volen portar. El m\u00e0rqueting, ara m\u00e9s que mai, no \u00e9s nom\u00e9s comunicar i transmetre el que volem als usuaris, sin\u00f3 deixar que siguin ells els qui comuniquin amb la marca i cre\u00efn contingut viral<\/strong>.<\/p>\n

Les marques de moda presenten les noves col\u00b7leccions a les xarxes socials, que es converteixen en la porta d\u2019entrada a la botiga. Precisament, aquests continguts no s\u2019indexen f\u00e0cilment a Google, com s\u00ed que ho faria una fitxa de producte. I, en conseq\u00fc\u00e8ncia, el cercador m\u00e9s fam\u00f3s (i m\u00e9s utilitzat del m\u00f3n) ja s\u2019ha posat mans a l\u2019obra per mostrar aquests productes de manera m\u00e9s r\u00e0pida i senzilla.<\/p>\n

El sector de la moda, que canvia constantment i genera nous inputs, viur\u00e0 una revoluci\u00f3 amb aquesta nova manera de mostrar els continguts per part de Google. Aquesta \u201csoluci\u00f3\u201d, amb el nom inicial i literal \u201cShop the Look\u201d <\/strong>\u2014activa en fase beta i nom\u00e9s per a m\u00f2bils als EUA\u2014 <\/strong>pret\u00e9n mostrar directament al cercador una foto d\u2019un look relacionat amb la cerca.
\nSuposem que busquem \u201cdenim\u201d o \u201ctexans\u201d: autom\u00e0ticament Google ens oferir\u00e0 una imatge d\u2019un look d\u2019una instagrammer o bloguera amb aquesta pe\u00e7a. Aix\u00ed, si fem clic a la imatge, anirem directament a la botiga on es pot comprar la pe\u00e7a que hem vist al look.<\/p>\n

\"Trilogi<\/p>\n

Com mostra Google la informaci\u00f3?<\/h2>\n

Google s\u2019abasteix de contingut, i dels enlla\u00e7os per comprar la roba que hi apareix, a partir de LIKEtoKNOW.it<\/a>, una empresa que permet als blogueres de moda pujar els seus looks i etiquetar les peces amb enlla\u00e7os a les botigues.<\/p>\n

A Espanya hi ha actualment l\u2019aplicaci\u00f3 21 buttons<\/a>, que reuneix blogueres de moda i influencers i consumidores de moda disposades a aconseguir aquella pe\u00e7a com m\u00e9s r\u00e0pid millor. Quan la consumidora veu la imatge, fa clic a la pe\u00e7a i la pot desar o anar directament a la botiga a comprar aquell article o, fins i tot, el look sencer.<\/p>\n

\"Trilogi,<\/p>\n

A LiketoKnow.it l\u2019usuari rep un correu per inscriure\u2019s i, un cop subscrit, rep un butllet\u00ed amb els looks i les peces de les seves influencers preferides i els enlla\u00e7os a les botigues per poder comprar tot el que veu.<\/p>\n

Amb aquest tipus d\u2019aplicacions, Google captar\u00e0 el tr\u00e0nsit de cerca que no obt\u00e9 dels hashtags socials.<\/p><\/blockquote>\n

Amb aquest nou pas hi surten guanyant tots els actors implicats:<\/p>\n

\u2022 Google<\/strong>: aconseguir\u00e0 derivar el tr\u00e0nsit social cap al seu propi cercador, cobrint les cerques sense integrar-les en #hashtags.<\/p>\n

\u2022 Influencers:<\/strong> el seu contingut el veur\u00e0 m\u00e9s gent (tant seguidors com no seguidors) en estar indexat a Google i activar-se davant de qualsevol cerca. Aix\u00f2 augmentar\u00e0 la competitivitat entre bloguers\/instagrammers per aportar un contingut de qualitat, que ser\u00e0 m\u00e9s important que el nombre final de seguidors.<\/p>\n

\u2022 Usuaris<\/strong>: rapidesa i immediatesa per obtenir aquell producte amb un sol clic.<\/p>\n

L\u2019associaci\u00f3 encara \u00e9s en les primeres etapes i ja est\u00e0 en format beta per a dispositius m\u00f2bils als Estats Units. Ara, les dues empreses estan tancant l\u2019acord d\u2019ingressos compartits entre afiliats, Google i la influencer que va crear el contingut originalment.<\/p>\n

I, mentre aix\u00f2 va arribant a Google.es…<\/h3>\n

A Trilogi (TLG Commerce)<\/strong><\/a> som conscients de la import\u00e0ncia que aquests aven\u00e7os poden tenir per a les botigues desenvolupades a la nostra ag\u00e8ncia i, per aix\u00f2, ens hem avan\u00e7at a aquest nou panorama amb dues accions que uneixen el contingut social amb el cercador de Google: la creaci\u00f3 de Shop Insta i un acord de col\u00b7laboraci\u00f3 amb Photoslurp.<\/p>\n

Creaci\u00f3 de Shop Insta<\/a> per evitar la prohibici\u00f3 d\u2019Instagram a la Xina: l\u2019eina permet fer una compra r\u00e0pida a partir de les imatges del compte d\u2019Instagram que es mostren a la botiga online. D\u2019aquesta manera es facilita la venda no nom\u00e9s a la Xina, on la xarxa social no est\u00e0 autoritzada, sin\u00f3 a tot el m\u00f3n, ja que el client accedeix r\u00e0pidament al producte desitjat a trav\u00e9s d\u2019una imatge social.<\/p>\n

\"rellotge\"<\/p>\n

Acord de col\u00b7laboraci\u00f3 amb Photoslurp<\/a><\/strong>: aquesta nova aplicaci\u00f3 recull les fotos que els clients han publicat amb els productes de la teva botiga. Un cop recollides, se seleccionen les millors per associar-les a la fitxa de producte i oferir un impacte visual m\u00e9s gran.<\/p>\n

En conclusi\u00f3, el contingut no nom\u00e9s es genera a trav\u00e9s dels shootings<\/em> i els lookbooks<\/em> de la marca: el contingut passa a mans dels usuaris que, segons la seva rellev\u00e0ncia social, ajudaran a augmentar la conversi\u00f3 de la botiga gr\u00e0cies a les cr\u00f2niques i imatges dels productes.<\/p>\n","protected":false},"excerpt":{"rendered":"

Amb l\u2019auge de les influencers i les aplicacions socials, els usuaris busquen a les xarxes socials el que els agrada i el que volen portar. El m\u00e0rqueting, ara m\u00e9s que mai, no \u00e9s nom\u00e9s comunicar i transmetre el que volem als usuaris, sin\u00f3 deixar que siguin ells els qui comuniquin amb la marca i cre\u00efn […]<\/p>\n","protected":false},"author":2,"featured_media":12752,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1729],"tags":[1469,1471,1473,1467],"class_list":["post-18781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etrends","tag-bloggers","tag-goggle","tag-instagrammers","tag-shop-de-look"],"yoast_head":"\nGoogle capta el tr\u00e0nsit social amb \u201cShop the Look\u201d | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Amb l\u2019auge de les influencers i les aplicacions socials, els usuaris busquen a les xarxes socials el que els agrada i el que volen portar. 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