Las 10 principales tendencias comerciales que impulsarán el éxito en

2018

1. Inteligencia artificial guía a una mejor experiencia del cliente

There are three levels of machine learning: AI where machines perform tasks
normally performed by humans; machine learning, where the machines learn on
their own; and deep learning, where machine learning chains together for rich
learning.”

Leading companies are embracing AI to perform repeatable, redundant tasks and to

process large amounts of data not to avoid human interaction, but to enrich it. AI is
becoming the norm for many practical consumer experiences

2. Las comunidades prefieren la interacción social en vivo a las redes sociales

Your smartphone might make you think that people prefer social media vs. in-person
interactions. However, top companies realize that building great communities engenders
long-term brand loyalty. Nothing drives strong communities better than in-person and live
interactions. Even live video engages better than recorded video.
Smart companies realize social media and technology do not replace the need for in-
person interactions, social media can actually make in-person interactions more valuable.
Since consumers are already connected in the virtual world, in-person relationships can be
built at a rapid pace because you already feel as though you “know” the other person.
3. Millenials dan la bienvenida a la generación “Z”
America’s youngest generation, “Gen-Z” (those born after 1998), are now entering their
formative years and rising in influence.
Gen Z is the first generation born with devices in hand and are radically different than
Millennials. Smart companies and brands are working quickly to understand this next
generation as an employee as well as consumer.

4. Salarios y mas en la subida

with the unemployment rate at almost record low of 4.1% of the labor force,
employers will feel pressure to adjust compensation to attract and retain quality
workers.

Smart employers are looking at their health care plans now to minimize the
financial increase while improving cost transparency to help drive down future
costs.

Talented employees seek salary, benefits, flexibility, and autonomy. Smart

companies know that flexibility and autonomy might beat out just pure
compensation for many employees.
5. El aprendizaje social supera al aprendizaje remoto

As more professionals work remotely, companies have found creative ways to keep
employees connected and develop their talents outside of the office. One way that
has gained popularity among corporate training programs is social learning.

The most common example of traditional social learning is the chance encounter at
the workplace water cooler. Two or more people run into each other, share ideas,
and walk away knowing a little more in the process; this is social learning.

The most successful online learning programs include a digital community where
participants can share their experience, ask questions of each other, and engage in
social learning that goes beyond the course curriculum.

6. Transmision en vivo de contenido de video cobra impulse

According to Nick Losq, founder & chief creative officer at StarBeast "Video is the
most easily digestible form of media in a landscape now dominated by smartphones.
And when a business starts adding a "live” component, introducing real people, in
real time, it has the power to connect with consumers in a personal and honest
manner, allowing businesses to separate themselves from their competitors.

Livestream research shows that 80% of audiences would rather watch live video
from a brand than read a blog, and 82% prefer live video from a brand to social
posts.

Companies who plan for and dedicate resources to live stream videos will dominate
their industries.

7. Sirve a tu comunidad no solo a los compradores

The notion of the buyer’s journey was used to describe the path that your potential
customer would take when making a purchase. However, today’s customers are
sophisticated, savvy consumers who do their research. They vet companies by
scouring their websites, reading online reviews and putting feelers out to their social
networks. By the time consumers reach a salesperson, they are fully acquainted with
your company’s product features, options and prices.

Savvy companies realize that the best thing they can do is to serve their community,
irrespective of whether or not someone is in a buying cycle. When you deliver
consistent value, you engender trust. Then, when they are actually on a buyer’s
journey, you are already a trusted resource for them.
8. Marketing impulsa los resultados con un enfoque en los problemas

Top performing companies focus on the problems you solve, and the anticipated
results you deliver.

I have run thousands of CEOs and executives through an exercise on how they
make and approve decisions. When approving purchasing decisions, executives
consistently ask "What problem does this solve for us?" "Why do we need it?" and
"What is the likely outcome or result if we make the investment?"

Expect to see companies shift their marketing messages to the problems they solve
instead of their features.

9. Expertos en la materia puertas abiertas

Whereas your client can get information about your company’s products and
services on your website, they can’t figure out how your solution might fit their
needs.

SMEs provide a valuable resource to discuss industry trends, share best-practices,

and delve into detailed discussions about how one solution might perform better
than another. Whereas traditional sales professionals have noticed increased
challenges in getting in front of customers, SMEs are welcomed into the room with
open arms.

This leads smart companies to take two critical steps: 1) Provide training and
support to SMEs to help them navigate complex sales environments; and 2)
Develop expertise in their sales organizations to build industry or application
expertise within traditional salespeople focused on customer results vs. product
sales.

10. Blockchain: Cadena de bloques abrazada por grandes jugadores

Blockchain (Para establecer confianza entre nosotros mismos dependemos de servicios

de terceros, ej. un banco) ¿Hay alguna manera de mantener el registro entre nosotros en
lugar de que alguien más lo haga por nosotros? The Blockchain es la respuesta a la
pregunta.
Marketing and business strategist Clay Hebert sees a familiar story playing out differently
this time compared to how many companies were late to the party when social media
emerged.

The hurdles won’t be overcome overnight. Similar to the Internet itself and social media,
blockchain will enable new digital transactions that will disrupt traditional businesses like
document authentication and title searches.

Smart companies will build skills around blockchain technology to ensure they are the ones
doing the disrupting rather than the ones being disrupted.