{"id":911,"date":"2016-06-28T06:20:00","date_gmt":"2016-06-28T06:20:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/06\/28\/segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo\/"},"modified":"2025-12-02T09:46:05","modified_gmt":"2025-12-02T09:46:05","slug":"segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo\/","title":{"rendered":"Segmentacions in\u00fatils i ineficients: 10 elements imprescindibles per evitar-ho"},"content":{"rendered":"<div style=\"text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">En converses amb responsables de m\u00e0rqueting, de direcci\u00f3 general i CEOs m&#039;he adonat que encara cal un llarg recorregut en la consecuci\u00f3 d&#039;una estrat\u00e8gia de segmentaci\u00f3 d&#039;acord amb la informaci\u00f3 de consumidor o comprador que es pot obtenir avui dia amb les eines tan potents de qu\u00e8 disposem.<o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<p><\/p>\n<div style=\"text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Hi ha una s\u00e8rie de criteris m\u00e9s enll\u00e0 dels cl\u00e0ssics d&#039;accionabilitat, diferenciabilitat, poder discriminador, que cal tenir en compte a l&#039;hora d&#039;analitzar una segmentaci\u00f3 d&#039;utilitat i d&#039;efici\u00e8ncia.<o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><\/div>\n<ol>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\">Una segmentaci\u00f3 ha de ser una eina \u00fatil per a la finalitat a qu\u00e8 est\u00e0 destinada, ja sigui per fidelitzar, per captar o per consolidar negoci.<\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">No hi ha d&#039;haver una \u00fanica segmentaci\u00f3 a la companyia. Almenys hi ha d&#039;haver dues tipologies, una per a comunicaci\u00f3 (missatge, marca i posicionament) i una altra per al desenvolupament de solucions (productes i serveis).<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Eliminar la s\u00edndrome dels colorful monikers (sobrenoms colorits) o de la segmentaci\u00f3 de powerpoint, preciosa en el paper per\u00f2 in\u00fatil en l&#039;estrat\u00e8gia. Aquells segments que parlen de \u201cllibertat\u201d, \u201cindividualitat\u201d, \u201caspiracionalitat\u201d. \u00c9s la marca que reflecteix aquest ADN en l&#039;estrat\u00e8gia, no en els consumidors.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Cal superar la barrera dels cient\u00edfics socials, dels models psicogr\u00e0fics tancats, tipus VALS, Censydiam, etc.<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"text-align: justify;\">Una segmentaci\u00f3 ha de ser din\u00e0mica i no est\u00e0tica, emmotllable amb el temps i pr\u00f2pia de cada mercat. Hem de fugir de segmentacions que potser serveixen per a un mercat<\/span><span style=\"text-align: justify;\">&nbsp; <\/span><span style=\"text-align: justify;\">bancari que per a gran consum que per a tecnologia. Les he vist i no funcionen.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">La clau \u00e9s entendre les necessitats i el model relacional d&#039;un mercat o categoria amb el consumidor.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Les noves tecnologies s\u00f3n per ajudar a definir patrons de conducta que siguin rellevants per al negoci.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Els segments trobats han d&#039;explicar per si sols les motivacions, les necessitats i les solucions cobertes i no cobertes d&#039;un consumidor amb el seu mercat o categoria. D&#039;aqu\u00ed en surten les oportunitats.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">\u00c9s fonamental perfilar m\u00e9s enll\u00e0 d&#039;elements sociodemogr\u00e0fics o socioecon\u00f2mics, ja que s\u00f3n obsolets als requeriments actuals d&#039;impacte en consumidor.<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"line-height: 115%; text-align: justify;\">Els aut\u00f2noms, els mil\u00b7lenials o els knowmads no s\u00f3n un segment, s\u00f3n una part de poblaci\u00f3 que en si mateixa es pot segmentar.<\/span><span style=\"line-height: 115%; text-align: justify;\">&nbsp; <\/span><span style=\"line-height: 115%; text-align: justify;\">No tots els mil\u00b7lennials pensen, es comporten o tenen les mateixes necessitats i busquen les mateixes solucions. \u00c9s un error parlar-ne com un \u00fanic conjunt.<\/span><\/span><\/li>\n<\/ol>\n<div style=\"text-align: left;\"><span style=\"line-height: 16.8667px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<p><\/p>\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">I a partir d&#039;aqu\u00ed all\u00f2 que necessitem per a l&#039;estrat\u00e8gia, una segmentaci\u00f3 motivacional? per necessitats o need-states? per solucions? per tasques? per moments de consum? per actituds? <o:p><\/o:p><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\">\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">I el m\u00e9s important, cap \u00e9s excloent, tot dep\u00e8n de l&#039;angle amb qu\u00e8 s&#039;analitzi.<\/span><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Jordi Crespo<\/span><\/div>\n<\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>En conversaciones con responsables de marketing, de direcci\u00f3n general y CEOs me he dado cuenta que todav\u00eda hace falta un largo recorrido en la consecuci\u00f3n de una&nbsp;estrategia de segmentaci\u00f3n acorde a la informaci\u00f3n de consumidor o comprador que se puede obtener hoy en d\u00eda con las herramientas tan potentes de las que disponemos. Hay una [&hellip;]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Segmentaciones in\u00fatiles e ineficientes: 10 elementos imprescindibles para evitarlo -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/ca\/segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Segmentaciones in\u00fatiles e ineficientes: 10 elementos imprescindibles para evitarlo -\" \/>\n<meta property=\"og:description\" content=\"En conversaciones con responsables de marketing, de direcci\u00f3n general y CEOs me he dado cuenta que todav\u00eda hace falta un largo recorrido en la consecuci\u00f3n de una&nbsp;estrategia de segmentaci\u00f3n acorde a la informaci\u00f3n de consumidor o comprador que se puede obtener hoy en d\u00eda con las herramientas tan potentes de las que disponemos. 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