{"id":11777,"date":"2022-04-06T17:30:13","date_gmt":"2022-04-06T15:30:13","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=11777"},"modified":"2022-04-06T17:30:15","modified_gmt":"2022-04-06T15:30:15","slug":"live-streaming-ecommerce-el-nuevo-formato-para-vender-mas","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/live-streaming-ecommerce-el-nuevo-formato-para-vender-mas\/","title":{"rendered":"Live streaming eCommerce, el nuevo formato para vender m\u00e1s"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-1722340098\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/live-streaming-ecommerce-el-nuevo-formato-para-vender-mas\/\" data-essbisPostTitle=\"Live streaming eCommerce, el nuevo formato para vender m\u00e1s\" data-essbisHoverContainer=\"\">\n<p>Todas las empresas quieren&nbsp;<strong>vender m\u00e1s<\/strong>. La cuesti\u00f3n es c\u00f3mo conseguirlo. Dentro del&nbsp;<em><a href=\"https:\/\/s.imf.com\/2dc30\">marke<\/a><\/em><a href=\"https:\/\/s.imf.com\/2dc30\"><em>ting&nbsp;<\/em>digital<\/a> y el&nbsp;<em>e-commerce<\/em>, surgen permanentemente nuevas iniciativas para cambiar las reglas del juego. El&nbsp;<em>live streaming e-commerce<\/em>&nbsp;es una de estas alternativas, que est\u00e1 cuajando de una forma progresiva y, seguramente, imparable. \u00bfQuieres saber en qu\u00e9 consiste?<\/p><div class=\"blogs-contenido\" id=\"blogs-1684427210\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-live-streaming-nuevas-tecnicas-de-venta-en-internet\"><span class=\"ez-toc-section\" id=\"Live_streaming_nuevas_tecnicas_de_venta_en_Internet\"><\/span><em>Live streaming<\/em>, nuevas t\u00e9cnicas de venta en Internet<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab54c6ac551c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab54c6ac551c\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/live-streaming-ecommerce-el-nuevo-formato-para-vender-mas\/#Live_streaming_nuevas_tecnicas_de_venta_en_Internet\" >Live streaming, nuevas t\u00e9cnicas de venta en Internet<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/live-streaming-ecommerce-el-nuevo-formato-para-vender-mas\/#Breve_historia_del_live_streaming_e-commerce\" >Breve historia del&nbsp;live streaming e-commerce<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/live-streaming-ecommerce-el-nuevo-formato-para-vender-mas\/#Las_ventajas_de_esta_tecnica_de_venta\" >Las ventajas de esta t\u00e9cnica de venta<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/live-streaming-ecommerce-el-nuevo-formato-para-vender-mas\/#Algunos_ejemplos_y_avances_significativos\" >Algunos ejemplos y avances significativos<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>\u00bfQu\u00e9 te parecer\u00eda vender en tiempo real, en directo, mientras tu potencial cliente est\u00e1 disfrutando de una transmisi\u00f3n en vivo? Esa es, precisamente, la esencia del&nbsp;<strong><em>live streaming <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/e-commerce-pequeno-comercio\/\">e-commerce<\/a><\/em><\/strong>.<\/p>\n\n\n\n<p>Surgi\u00f3 como un recurso para solucionar una necesidad: cuando las medidas de protecci\u00f3n generadas por la pandemia obligaron a muchos comercios a cerrar sus tiendas f\u00edsicas, los vendedores se preguntaron c\u00f3mo conectar de t\u00fa a t\u00fa, por la v\u00eda&nbsp;<em>online<\/em>, con sus posibles compradores.<\/p>\n\n\n\n<p>Toda estrategia o campa\u00f1a de&nbsp;<em>marketing&nbsp;<\/em>debe ser capaz de&nbsp;sensibilizar a sus p\u00fablicos. La interacci\u00f3n con un vendedor cualificado, persuasivo y especializado, de manera interpersonal a trav\u00e9s de Internet, se ha consolidado como una de las&nbsp;<strong>t\u00e9cnicas de venta<\/strong>&nbsp;m\u00e1s eficaces en la actualidad.<\/p>\n\n\n\n<p>Podr\u00edamos describir este sistema como una teletienda bidireccional, interactiva y en directo. El espectador-comprador puede solicitar la informaci\u00f3n que desea, hacer preguntas, comprar o consultar con un clic. Puedes aplicar este sistema de venta a cualquier clase de producto o servicio. Se apoya en las&nbsp;<strong>transmisiones en vivo por Internet<\/strong>. Es decir, las compras se hacen mientras se ven pel\u00edculas o series en plataformas de contenido o v\u00eddeos en redes sociales.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-2497432805\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-breve-historia-del-live-streaming-e-commerce\"><span class=\"ez-toc-section\" id=\"Breve_historia_del_live_streaming_e-commerce\"><\/span>Breve historia del&nbsp;<em>live streaming e-commerce<\/em><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u00bfD\u00f3nde naci\u00f3 este m\u00e9todo de venta&nbsp;<em>online<\/em>? Sin g\u00e9nero de dudas, en el pa\u00eds m\u00e1s poblado del mundo:&nbsp;<strong>China<\/strong>. Fue en los tiempos de covid, como ya hemos se\u00f1alado, y por los motivos explicados.<\/p>\n\n\n\n<p>En 2019, el primer a\u00f1o de su esplendor, gener\u00f3 ventas por m\u00e1s de 451 000 000 000 yuanes. Dos a\u00f1os antes, en sus primeros balbuceos, el monto total no llegaba a los 21 000 000 000. Debes tener en cuenta, adem\u00e1s, la imparable evoluci\u00f3n que est\u00e1 teniendo la audiencia de los&nbsp;<em>live streamings<\/em>. En 2020, m\u00e1s de 331 500 000 personas vieron este tipo de formatos de&nbsp;<a href=\"https:\/\/unctad.org\/es\/news\/el-comercio-electronico-mundial-alcanza-los-267-billones-de-dolares-mientras-covid-19-impulsa\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>comercio electr\u00f3nico<\/strong><\/a>&nbsp;en&nbsp;<em>live streaming<\/em>.<\/p>\n\n\n\n<p>Entre los grandes hitos de su historia, destacan los siguientes:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Alibaba, la gran plataforma de&nbsp;<em>e-commerce<\/em>, creci\u00f3 en un 700 % tras su implementaci\u00f3n.<\/li><li>Instagram empez\u00f3 a probarlo en sus&nbsp;<em>lives<\/em>.<\/li><li>La marca Rappi consigui\u00f3 un importante \u00e9xito en Brasil gracias a este procedimiento.<\/li><li>Algunas series importantes de Netflix, como&nbsp;<em>Emily en Par\u00eds<\/em>, han incorporado estos formatos.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-las-ventajas-de-esta-tecnica-de-venta\"><span class=\"ez-toc-section\" id=\"Las_ventajas_de_esta_tecnica_de_venta\"><\/span>Las ventajas de esta t\u00e9cnica de venta<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Los profesionales del&nbsp;<em>marketing&nbsp;<\/em>deben apostar por una formaci\u00f3n avanzada y permanente. Por ello, conviene&nbsp;realizar&nbsp;<em>masters&nbsp;<\/em>del m\u00e1s alto nivel&nbsp;para actualizar continuamente los conocimientos. En los actuales cursos especializados de&nbsp;<em>marketing&nbsp;<\/em>digital, ya se est\u00e1n incorporando las ventajas de esta&nbsp;<strong>t\u00e9cnica&nbsp;<\/strong>para vender m\u00e1s:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Es un formato accesible para&nbsp;<strong>todo tipo de empresas<\/strong>, con independencia de su sector y su tama\u00f1o.<\/li><li>Resulta un est\u00edmulo&nbsp;<strong>econ\u00f3mico&nbsp;<\/strong>para la venta. No necesita grandes presupuestos para ser eficaz.<\/li><li>Aporta el m\u00e1ximo nivel de&nbsp;<strong>personalizaci\u00f3n<\/strong>, pues se basa en conversaciones bidireccionales en tiempo real. Las demostraciones, las&nbsp;<strong>muestras<\/strong>&nbsp;y las respuestas se proporcionan siempre seg\u00fan lo que cada espectador precisa.<\/li><li>Se dirige&nbsp;<strong>cada vez a m\u00e1s p\u00fablico<\/strong>. El n\u00famero de personas que navegan en Internet aumenta de un modo imparable, lo mismo que el tiempo dedicado a la negaci\u00f3n y a ver v\u00eddeos. \u00bfSabes que cada usuario de YouTube dedica once minutos y medio diarios a ver v\u00eddeos en esta plataforma?<\/li><li>Es&nbsp;<strong>amable, ameno y valioso<\/strong>. Solo acceden a este canal las personas interesadas. La interrelaci\u00f3n humana es \u00fatil y genera confianza.<\/li><li>Favorece las&nbsp;<strong>ventas<\/strong>. Porque resulta m\u00e1s f\u00e1cil dar con un vendedor cualificado que comprende las necesidades y proporciona las argumentaciones oportunas. Hace posible, en definitiva, mostrar el producto en profundidad.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-algunos-ejemplos-y-avances-significativos\"><span class=\"ez-toc-section\" id=\"Algunos_ejemplos_y_avances_significativos\"><\/span>Algunos ejemplos y avances significativos<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Una entronizaci\u00f3n todav\u00eda mayor del v\u00eddeo como trampol\u00edn de venta deriva del&nbsp;<em>live streaming<\/em>&nbsp;para el&nbsp;<em>marketing&nbsp;<\/em>digital. Los prescriptores, externos o internos, deben manejarse en este canal de comunicaci\u00f3n. En esencia, se recurre de nuevo a los buenos&nbsp;<strong>vendedores de proximidad de toda la vida<\/strong>. Sin embargo, esta vez, deben ser capaces de seducir desde&nbsp;<strong>detr\u00e1s de una c\u00e1mara<\/strong>.<\/p>\n\n\n\n<p>Existen algunos ejemplos significativos de este canal. Por ejemplo,&nbsp;<strong>Style Store<\/strong>, que en Argentina us\u00f3 este m\u00e9todo a trav\u00e9s de HotSale 2020 y consigui\u00f3 vender&#8230; \u00a130 productos por minuto!<\/p><div class=\"blogs-contenido_2\" id=\"blogs-1029475362\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n\n\n\n<p>La compa\u00f1\u00eda&nbsp;<strong>Rappi&nbsp;<\/strong>utiliz\u00f3 el&nbsp;<em>live shopping<\/em>&nbsp;a trav\u00e9s de un&nbsp;<em>show&nbsp;<\/em>en vivo para el mercado brasile\u00f1o. Seg\u00fan su presidente, Sergio Saraiva, vendieron en menos de una hora (cuarenta minutos) el triple de su facturaci\u00f3n habitual en los d\u00edas normales.<\/p>\n\n\n\n<p>Definitivamente, con el objetivo de comerciar m\u00e1s y mejor, la opci\u00f3n de venta en caliente que proporciona el&nbsp;<em>live streaming e-commerce<\/em>&nbsp;es una magn\u00edfica oportunidad. El&nbsp;<em>marketing&nbsp;<\/em>digital evoluciona a gran velocidad y, sin duda, la teletienda del siglo XXI es ya una realidad ganadora. \u00bfEst\u00e1s preparado para desenvolverte en este universo comercial sin precedentes? Ap\u00fantate a nuestros&nbsp;<em>masters<\/em>&nbsp;en&nbsp;<em>marketing<\/em>&nbsp;y comunicaci\u00f3n digital.<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/live-streaming-ecommerce-el-nuevo-formato-para-vender-mas\/\" data-essbisPostTitle=\"Live streaming eCommerce, el nuevo formato para vender m\u00e1s\" data-essbisHoverContainer=\"\">","protected":false},"author":23,"featured_media":11779,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[445],"tags":[235,30,232],"class_list":["post-11777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-ecommerce","tag-imf","tag-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Live streaming eCommerce, el nuevo formato para vender m\u00e1s<\/title>\n<meta name=\"description\" content=\"Dentro del\u00a0marketing\u00a0digital, surgen nuevas iniciativas como el live streaming e-commerce, \u00bfquieres saber en qu\u00e9 consiste?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/live-streaming-ecommerce-el-nuevo-formato-para-vender-mas\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Live streaming eCommerce, el nuevo formato para vender m\u00e1s\" \/>\n<meta property=\"og:description\" content=\"Dentro del\u00a0marketing\u00a0digital, surgen nuevas iniciativas como el live streaming e-commerce, \u00bfquieres 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