Negli ultimi anni c’è stata una grande attenzione attorno ai big data nel mondo del marketing. I big data sono estremamente utili per radunare informazioni quantitative sui nuovi trend, comportamenti e preferenze.
Non c’è da chiedersi perché le compagnie decidano di investire tempo e denaro raccogliendo e analizzando grandi quantità di dati. Nonostante siano estremamente utili, i big data non possono fornirci altre informazioni essenziali riguardo al target di riferimento e al mercato in cui si opera.
Il marketing sta subendo notevoli trasformazioni, fatto per cui i data analysis di tutto quello che avviene online sono diventati sempre più profondi e complessi. Per questo, analizzare i dati quantitativi non basta più: al giorno d’oggi, gli e-commerce presenti sul mercato non possono più rivolgersi a pubblici generici e vasti, bensì a micro-targets studiati nel dettaglio.
Le barriere tra offline e online si sono fatte più labili. Stiamo diventando sempre più digital, ma le modalità di utilizzo dei social, gli stili di vita, le necessità e le preferenze sono fattori che ci differenziano gli uni dagli altri.
Il marketing basato unicamente sull’analisi dei numeri e dei quantitative data è sempre meno utilizzato, proprio perché si sta riconoscendo che l’analisi qualitativa è un ottimo strumento per comprendere il target ideale nel dettaglio.
Conoscere il cliente, ovvero chi è, come utilizza i social, le preferenze, le perplessità, i valori e lo stile di vita significa comprendere come attuare una strategia di mercato basata totalmente sul nostro pubblico finale.
I thick data (dati densi) riempiono questo gap e ci procurano informazioni qualitative sulla vita di tutti i giorni dei consumatori. Vanno oltre ai big data spiegando perché i consumatori preferiscono alcune cose piuttosto che altre, le ragioni del perché fanno quel che fanno e perché esistono certi trend.
Infatti, è necessario tenere sempre a mente che i prodotti e i servizi che compriamo e di cui usufruiamo ogni giorno non solo fanno parte della nostra identità, ma sono parti essenziali che ci compongono come individui e come membri di una comunità.
Creare una community attorno a un brand è un elemento importante per consolidare una relazione di fiducia costante con i propri clienti. Generare data utili ci permetterà di creare una strategia sul valore aggiunto, il fattore principale che ci distinguerà dagli altri brand e che comporterà una percezione positiva rispetto al posto che occupiamo nel mercato.
Infatti, con la sempre più crescente competizione online e offline, si è arrivati a riconoscere l’importanza del valore aggiunto che il prodotto/servizio deve rappresentare nella vita di chi ne usufruisce.
Da quale logica deriva questa tendenza? La logica deriva dall’idea che le abitudini di consumo non solo fanno parte dell’identità del consumatore ma ne diventano parte attiva.
Non sempre questo è un processo che si compie consciamente. Se ci pensiamo bene, quante volte abbiamo acquistato un prodotto solamente perché c’era un’offerta, perché le recensioni erano molte e positive, o semplicemente per provare qualcosa di nuovo?
In base all’esperienza che ci è stata fornita, abbiamo scartato alcuni brand mentre altri fanno ormai parte della nostra vita da tempo.
Questo perché alcuni hanno avvalorato la nostra esperienza di scelta e di acquisto.
Ma come si crea valore aggiunto? Un ottimo strumento di cui ci potremmo servire è l’etnografia, ovvero un metodo scientifico di qualitative data utilizzato per analizzare e comprendere i fenomeni sociali.
Applicata al marketing, la ricerca etnografica permette di rilevare data necessari come i comportamenti del consumatore, la percezione su un prodotto/servizio e i tipi di interazioni che vengono generati.
La ricerca etnografica per le aziende è utilizzata per:
- Analizzare l’impatto che un brand ha sulla vita di tutti i giorni
- Osservare l’uso che si fa di un prodotti/servizio e comprendere l’esperienza del consumatore
- Studiare l’organizzazione e la divisione del lavoro all’interno di un’azienda
L’obiettivo è quello di apportare benefici e migliorie significative grazie alla complementarità dei quantitative e qualitative data.
Il mercato, ricordiamocelo sempre, è creato da persone, composto da persone e fatto per le persone!
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