{"id":32202,"date":"2021-12-09T09:36:18","date_gmt":"2021-12-09T08:36:18","guid":{"rendered":"https:\/\/imaginadigital.com\/uncategorized-ca\/les-marques-i-la-publicitat-al-meta-univers-de-zuckerberg-dani-casanovas-per-a-innovaspain\/"},"modified":"2021-12-09T09:36:18","modified_gmt":"2021-12-09T08:36:18","slug":"les-marques-i-la-publicitat-al-meta-univers-de-zuckerberg-dani-casanovas-per-a-innovaspain","status":"publish","type":"post","link":"https:\/\/imaginadigital.com\/ca\/blog-ca\/les-marques-i-la-publicitat-al-meta-univers-de-zuckerberg-dani-casanovas-per-a-innovaspain\/","title":{"rendered":"“Les marques i la publicitat al meta univers de Zuckerberg” Dani Casanovas per a InnovaSpain"},"content":{"rendered":"

EXTRA, EXTRA! El nostre CEO, Dani Casanovas, ha publicat una columna d’opini\u00f3 a InnovaSpain, el mitj\u00e0 de refer\u00e8ncia per seguir l’actualitat innovadora espanyola. Pots llegir-lo a la seva web<\/a> i tamb\u00e9 en aquesta entrada.<\/p>\n

\u00a0<\/p>\n

Mitj\u00e0 de refer\u00e8ncia per seguir l’actualitat espanyola innovadora; des de les grans corporacions fins a l’ecosistema emprenedor o la tasca de les administracions p\u00fabliques. Una mirada transversal de l’R+D+i que de forma m\u00e9s recent presta una atenci\u00f3 addicional al paper de la dona a l’\u00e0mbit STEAM ia la innovaci\u00f3 a Am\u00e8rica Llatina.<\/p>\n

S’est\u00e0 parlant molt i poc aquests dies del meta univers que vol construir Mark Zuckerberg. Molt perqu\u00e8 \u00e9s el nou nom despr\u00e9s del qual la companyia englobar\u00e0 tots els seus serveis, que inclouen tres de les plataformes i aplicacions m\u00e9s utilitzades al m\u00f3n: Facebook, Instagram i Whatsapp. Tanmateix, poc de les implicacions que pot tenir aquesta proposta.<\/p>\n

De moment, aquestes implicacions han quedat resumides en tres punts: socialitzaci\u00f3, entreteniment i feina. Un internet dins internet. Queda a l’aire, per\u00f2, un aspecte molt important: la publicitat que \u00e9s avui el principal pilar de la companyia ara anomenada Meta, abans coneguda com a Facebook.<\/p>\n

El nou univers potser t\u00e9 m\u00e9s dimensions, per\u00f2 continuar\u00e0 basat en el mateix model de negoci. Qu\u00e8 espera a les empreses i marques, per tant, al metaunivers que proposa Facebook? La publicitat en un metaunivers pot ser revolucion\u00e0ria perqu\u00e8 es basar\u00e0 en el producte i la interacci\u00f3. No crec que es basi en la publicitat com la coneixem avui, on un impacte es pot convertir en una venda. La publicitat es basar\u00e0 en el proc\u00e9s de compra. Zuckerberg vol que, amb unes ulleres de realitat augmentada, vegis i sentis com et queden 20 parells de sabatilles en 5 minuts.<\/p>\n

Per tant, et podr\u00e0s comprar un cotxe\/moble\/roba mitjan\u00e7ant una experi\u00e8ncia immersiva a trav\u00e9s de dispositius de realitat virtual i realitat augmentada, que fins i tot et permeti veure com queda un moble en un espai determinat abans de comprar-lo.<\/p>\n

Com afectar\u00e0 aix\u00f2 les marques? Com s’han de fer? El que \u00e9s fonamental \u00e9s que la publicitat deixar\u00e0 de ser nom\u00e9s visual. Ser\u00e0 una publicitat 360 \u00ba, que ens envoltar\u00e0. En aquest sentit, guanyen espai i poder els continguts i tamb\u00e9 els canals digitals. \u00c9s probable, a m\u00e9s, que com ja est\u00e0 passant amb fen\u00f2mens com el\u00a0shoppertainment<\/em>\u00a0\u2013poc conegut a Europa per\u00f2 molt est\u00e8s a \u00c0sia\u2212 la realitat virtual incrementi enormement el consum en l\u00ednia i el consum en general, afavorint certa compra impulsiva.<\/p>\n

Si s’estableix com a paradigma, la realitat virtual empenyer\u00e0 la resta d’actors digitals. Especialment, a les Xarxes Socials, que seran tamb\u00e9 immersives per poder competir amb Meta. El que oferir\u00e0 l’experi\u00e8ncia immersiva a l’usuari ser\u00e0 que cada persona, amb el seu propi avatar, pugui estar f\u00edsicament en altres llocs i interaccionar-hi amb altres persones, de manera realista.<\/p>\n

L\u00e8xit dependr\u00e0 de la capacitat de Meta i altres actors per generar contingut agradable per als usuaris. Per\u00f2 si aix\u00f2 passa, per a les marques i el consum pot suposar un gran impuls, ja que no \u00e9s el mateix, per exemple, fer una compra per Internet veient els productes en una llista que “viatjar” virtualment al s\u00faper, omplir el teu carro i tenir aquests aliments a la porta de casa teva als pocs minuts.<\/p>\n","protected":false},"excerpt":{"rendered":"

EXTRA, EXTRA! El nostre CEO, Dani Casanovas, ha publicat una columna d’opini\u00f3 a InnovaSpain, el mitj\u00e0 de refer\u00e8ncia per seguir l’actualitat innovadora espanyola. Pots llegir-lo a la seva web i tamb\u00e9 en aquesta entrada. \u00a0 Mitj\u00e0 de refer\u00e8ncia per seguir l’actualitat espanyola innovadora; des de les grans corporacions fins a l’ecosistema emprenedor o la tasca … Read more<\/a><\/p>\n","protected":false},"author":4,"featured_media":5633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"class_list":["post-32202","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-ca"],"acf":[],"yoast_head":"\n"Les marques al meta univers de Zuckerberg" Dani Casanovas<\/title>\n<meta name=\"description\" content=\"EXTRA, EXTRA! 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