¿Qué es la segmentación de audiencias dinámicas?

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Al momento de segmentar audiencias, es común guiarnos por los datos cuantitativos. Sin embargo, la investigación no debe detenerse ahí. Al fin y al cabo, la audiencia es más que un "público objetivo"—son organismos vivos que se reorganizan, evolucionan y reaccionan al contexto social, cultural y tecnológico al que pertenecen.

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Según el sociólogo Niklas Luhmann, los sistemas sociales—como las audiencias—se autorregulan a través de la comunicación. Es decir, no son públicos pasivos, sino sistemas abiertos que:

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Las comunidades, los fandoms y las redes sociales crean ecosistemas de intercambio e influencia colectiva. Esto es visible en foros, reseñas y viralizaciones.

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Un usuario puede ser consumidor hoy, influencer mañana, defensor de la marca o crítico la semana siguiente. Los roles cambian según el canal, el contexto y la narrativa involucrada.

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Toda acción de marketing genera una reacción. Monitorear, interpretar y responder a estas reacciones en tiempo real hace que las estrategias sean más precisas y relevantes.

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– Agrupar personas según la forma en que se comunican y comparten significados en grupo. – Identificar los valores, historias y hábitos culturales que todos tienen en común. – Enfocarse en el intercambio de significados entre las personas, y no solo en los datos individuales.

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Al final, las marcas deben crear estrategias de marketing basadas en una segmentación de audiencia que considere el dinamismo y la adaptabilidad del ser humano...

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Lee el artículo completo.

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¿Qué es la segmentación de audiencias dinámicas?

Según el sociólogo Niklas Luhmann, los sistemas sociales—como las audiencias—se autorregulan a través de la comunicación. Es decir, no son públicos pasivos, sino sistemas abiertos que:

Audiencias como sistemas

Las comunidades, los fandoms y las redes sociales crean ecosistemas de intercambio e influencia colectiva. Esto es visible en foros, reseñas y viralizaciones.

Se conectan a la rede

Un usuario puede ser consumidor hoy, influencer mañana, defensor de la marca o crítico la semana siguiente. Los roles cambian según el canal, el contexto y la narrativa involucrada.

Son adaptables

Toda acción de marketing genera una reacción. Monitorear, interpretar y responder a estas reacciones en tiempo real hace que las estrategias sean más precisas y relevantes.

Funcionan a través de la retroalimentación constante

– Agrupar personas según la forma en que se comunican y comparten significados en grupo. – Identificar los valores, historias y hábitos culturales que todos tienen en común. – Enfocarse en el intercambio de significados entre las personas, y no solo en los datos individuales.

Logo, en su estrategia de segmentación, debe:

Al final, las marcas deben crear estrategias de marketing basadas en una segmentación de audiencia que considere el dinamismo y la adaptabilidad del ser humano...

Lee el artículo completo.

Descubre cómo crear esta segmentación y aplicarla en tus estrategias de comunicación