{"id":34882,"date":"2017-12-15T21:49:22","date_gmt":"2017-12-15T21:49:22","guid":{"rendered":"https:\/\/codewebbarcelona.com\/marketing-digital-fomo\/"},"modified":"2026-04-21T05:34:28","modified_gmt":"2026-04-21T05:34:28","slug":"marketing-digital-fomo","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/ca\/blog\/marketing-digital-fomo\/","title":{"rendered":"M\u00e0rqueting digital i psicologia: FOMO"},"content":{"rendered":"

Una de les claus sobre les quals sovint es fonamenta el m\u00e0rqueting digital per aconseguir resultats \u00e9s l\u2019\u00fas d\u2019un concepte psicol\u00f2gic conegut com a FOMO (Fear of Missing Out), o por de perdre\u2019s alguna cosa. A continuaci\u00f3 veurem alguns exemples de com aquest factor pot formar part de la nostra estrat\u00e8gia de m\u00e0rqueting digital.<\/p>\n

En els darrers anys, el FOMO ha crescut de manera espectacular entre els usuaris de xarxes socials com Snapchat, Instagram, Facebook, etc. Canalitzat a trav\u00e9s d\u2019anuncis o influencers, s\u2019ha convertit en una de les t\u00e8cniques m\u00e9s efectives per impulsar les vendes, augmentar l\u2019engagement i aconseguir una promoci\u00f3 realment potent de la marca o producte.<\/p>\n

M\u00e0rqueting digital i psicologia: FOMO, la por de perdre\u2019s alguna cosa<\/h2>\n

 <\/p>\n

El factor psicol\u00f2gic FOMO en el m\u00e0rqueting digital \u00e9s especialment potent entre els usuaris de xarxes socials coneguts com a Millennials, que ja disposen d\u2019un gran poder adquisitiu i representen un bloc important de compradors i consumidors.<\/p>\n

Els usuaris susceptibles al FOMO s\u00f3n molt m\u00e9s propensos a seguir-nos a les xarxes socials i poden ser guiats amb relativa facilitat cap a compres impulsives, motivats per la por de perdre\u2019s alguna cosa.<\/p>\n

A continuaci\u00f3, repassarem algunes t\u00e8cniques senzilles que s\u2019utilitzen habitualment i que podem incorporar a la nostra estrat\u00e8gia de m\u00e0rqueting digital per aprofitar aquest interessant factor.<\/p>\n

Explotar l\u2019exclusivitat<\/h3>\n

El sentiment de pertinen\u00e7a \u00e9s una de les necessitats socials m\u00e9s fortes de l\u2019\u00e9sser hum\u00e0. Formar part d\u2019un grup selecte o exclusiu fa que les persones se sentin satisfetes i refor\u00e7a la seva identitat.<\/p>\n

Combinar l\u2019escassetat amb l\u2019exclusivitat \u00e9s tamb\u00e9 una manera molt efectiva de fer que els usuaris vulguin formar part d\u2019un grup limitat i privilegiat.<\/p>\n

Un dels m\u00e8todes m\u00e9s habituals \u00e9s la cl\u00e0ssica targeta de client, que permet oferir regals per punts, descomptes a partir d\u2019una certa despesa o promocions a mesura que es van adquirint productes. Aquesta estrat\u00e8gia es pot traslladar al m\u00e0rqueting online a trav\u00e9s de les xarxes socials, on el FOMO juga un paper clau. Aix\u00ed, podem crear promocions accessibles nom\u00e9s per a determinats membres, que podran gaudir de descomptes o regals exclusius.<\/p>\n

Pre-orders o compres anticipades<\/h3>\n

Una altra t\u00e0ctica per captar clients \u00e9s oferir avantatges especials als compradors que adquireixen un producte abans del seu llan\u00e7ament oficial. Aquesta pr\u00e0ctica s\u2019ha explotat molt en el sector dels videojocs, on sovint es dona la possibilitat de reservar un joc abans que surti al mercat, amb incentius com personatges exclusius, avantatges dins del joc, aspectes visuals \u00fanics, etc.<\/p>\n

\"marketing<\/a><\/p>\n

Si parlem d\u2019un joc multijugador, on la competitivitat \u00e9s m\u00e0xima, podeu imaginar com d\u2019efectiva pot ser aquesta t\u00e8cnica. A m\u00e9s, aporta diversos beneficis a les empreses que l\u2019apliquen:<\/p>\n

    \n
  1. Poden generar ingressos fins i tot abans de llan\u00e7ar el joc<\/li>\n
  2. Amb aquests ingressos anticipats, poden invertir en el desenvolupament final del joc o en publicitat<\/li>\n
  3. El joc encara no ha estat provat per altres usuaris, aix\u00ed que si despr\u00e9s resulta ser un frac\u00e0s, les cr\u00edtiques no han pogut frenar les vendes inicials<\/li>\n
  4. Havent obtingut ingressos pr\u00e8viament, la pressi\u00f3 per complir la data de llan\u00e7ament anunciada \u00e9s menor<\/li>\n<\/ol>\n

    Crear escassetat i urg\u00e8ncia<\/h3>\n

    Generar sensaci\u00f3 d\u2019escassetat i urg\u00e8ncia sempre ha estat una bona estrat\u00e8gia de venda, i combinada amb el FOMO, esdev\u00e9 encara m\u00e9s potent. Tots hem comprat alguna vegada de manera impulsiva productes que no necessit\u00e0vem simplement perqu\u00e8 tenien una oferta temporal. Ofertes flash, promocions estacionals, etc., s\u00f3n t\u00e8cniques que aprofiten la por de perdre\u2019s alguna cosa.<\/p>\n

    En el m\u00e0rqueting digital, i especialment a les xarxes socials, Snapchat, les Instagram Stories o qualsevol contingut limitat en el temps, s\u00f3n elements que generen FOMO entre els usuaris. Tenim acc\u00e9s a les experi\u00e8ncies dels nostres contactes nom\u00e9s durant 24 hores. Pot semblar insignificant, per\u00f2 aix\u00f2 mant\u00e9 els usuaris enganxats i pendents de les xarxes.<\/p>\n

    \"marketing<\/a><\/p>\n

    Per tant, per aprofitar al m\u00e0xim el FOMO a les xarxes socials i dins la nostra estrat\u00e8gia de m\u00e0rqueting digital, utilitzar les Instagram Stories no nom\u00e9s ens dona una imatge de marca m\u00e9s humana i propera, sin\u00f3 que tamb\u00e9 genera entre els nostres seguidors la por de perdre\u2019s alguna cosa. Imagineu si ho fem de manera intel\u00b7ligent: per exemple, llan\u00e7ant codis promocionals limitats amb un nombre m\u00e0xim d\u2019usos, oferint descomptes a trav\u00e9s d\u2019aquestes hist\u00f2ries de 24 hores i, evidentment, sense av\u00eds previ. Aix\u00f2 far\u00e0 que els nostres seguidors estiguin sempre pendents de cada hist\u00f2ria que publiquem, on podrem mostrar-los el contingut que ens interessi i, de tant en tant, oferir una promoci\u00f3 especial.<\/p>\n

    <\/h3>\n

    Conclusions<\/h2>\n

    Com podeu veure, utilitzar el FOMO o la por de perdre\u2019s alguna cosa \u00e9s una t\u00e8cnica molt efectiva per atreure potencials clients i, si l\u2019apliquem correctament, segur que ens donar\u00e0 grans resultats. Com tot, cal fer-ne un \u00fas responsable, ja que l\u2019objectiu \u00e9s crear un aut\u00e8ntic sentiment d\u2019\u201cexclusivitat\u201d entre els usuaris. Si encara no has incorporat aquesta t\u00e8cnica, ja trigues a incloure-la a la teva estrat\u00e8gia de m\u00e0rqueting digital!<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Una de les claus sobre les quals sovint es fonamenta el m\u00e0rqueting digital per aconseguir resultats \u00e9s l\u2019\u00fas d\u2019un concepte psicol\u00f2gic conegut com a FOMO (Fear of Missing Out), o por de perdre\u2019s alguna cosa. A continuaci\u00f3 veurem alguns exemples de com aquest factor pot formar part de la nostra estrat\u00e8gia de m\u00e0rqueting digital. En […]<\/p>\n","protected":false},"author":1,"featured_media":3721,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[211,212],"class_list":["post-34882","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-altres"],"acf":[],"yoast_head":"\nMarketing digital y psicologia: FOMO, el miedo a perderse algo<\/title>\n<meta name=\"description\" content=\"Una de las claves en las que se basa el marketing digital es en el uso del FOMO. 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