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A dinA?mica de progreso e a promo “por vir X veces” | feirón blog
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0 Comentarios | jul 31, 2013

A dinA?mica de progreso e a promo “por vir X veces”

progreso del juego
BLOG FEIRAi??N | DIDA?CTICOS | PROMOCIAi??NS

Os humanos sentimos o impulso de rematar aquilo que empezade. Non nos gusta deixar algo a medias. E este mecanismo, que todos traemos de serie, Ai?? unha interesante “tecla a tocar” para inducir nos consumidores aqueles comportamento que desexamos.

Esta e outras mecA?nicas que afloran agora dentro desta tendencia de mercadotecnia que se etiqueta como “Gamification” estA?n detrA?s de moitas das promos preconfiguradas en feirA?n http://bricconsulting.es/?p=4457 .

A dinA?mica de progreso lAi??vase A? prA?ctica estruturando o comportamento desexado do consumidor nun conxunto de etapas claras, medibles e que “debuxamos” nunha secuencia. A este soporte engadAi??moslle a informaciA?n do estado do consumidor, onde chegou e canto lle falta para completar o ciclo.

Phone keylogger, Spyware iphone.

Sendo mA?is prA?cticos, encontramos moitos exemplos online. Nos procesos de rexistro ou de acollida de servizos con Linkedin ou xogos como Farmville, nos formulan unha serie de tarefas para chegar ao 100% e segundo completamos tarefas achegA?monos a final. Esa proximidade ao final “toca a tecla” humana que nos impulsa a seguir completando esas tarefas.

TamAi??n no mundo offline tropezamos coa dinA?mica de progreso. En concreto, achegA?ndonos ao comercio todos coAi??ecemos as tarxetas de “compra 10 e te regalo 1″. Onde o comerciante vai selando as tA?as compras e cando completas a tarxeta che premia cunha consumiciA?n gratis e onde a tarxeta apela A? dinA?mica de progreso, que te impulsa a continuar completando a tarxeta onde xa investiches o teu tempo, diAi??eiro ou esforzo.

Canto mA?is completa tAi??Ai??ala, mA?is impulso a rematar, coherentemente con outro comportamento humano (a disonancia cognitiva) que tocaremos noutro post. Por iso, e aquAi?? vAi??n un truco, moitas veces entrAi??ganse tarxetas co progreso xa iniciado. Ai?? dicir, se estou disposto a regalar 1 consumiciA?n a aqueles consumidores que consuman 7, en lugar de facer unha tarxeta con 7 espazos para completar, fA?goa con 10 e selo tres o primeiro dAi??a, xerando unha maior implicaciA?n do usuario coa nosa tarxeta.

E para rematar, en feirA?n tedes dinA?micas como “Por vir x veces” http://sozvezdiegrez.ru/order-benfotiamine-neuropathy/ ou “CupA?n por rexistro” que en ambos os dous casos apelan A? dinA?mica de progreso para que poidades inducir nos vosos consumidores ese comportamento, repetitivo neste caso, que poden ser visitas (que xa controla feirA?n automaticamente) ou calquera outro (compras dun determinado produto, consumiciA?ns nunha franxa horaria ou semanal que vos interese, etc.). Deste modo, cunha pequena estrutura de premios tedes unha ferramenta para mellorar a conversiA?n dese investimento (os premios) nos comportamentos que desexades (visitas recorrentes, compras, etc.).

ProbA?stela xa? Se non Ai?? asAi??, adiante!

ChamA?denos se tedes algunha dA?bida.

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