ANTROPOLOGÍA DEL MARKETING
Introduction to Digital Anthropology
Welcome and Guest Introduction
- The podcast welcomes Tatiana Alexandra Cruz, a digital anthropologist with a background from the University of Antioquia. She is the founder of the National Network of Applied Anthropology in Colombia.
Understanding Digital Anthropology
- Tatiana defines digital anthropology as the study of human behavior in digital spaces, focusing on cultural codes, community engagement, and expression within these environments.
Fields of Application for Digital Anthropology
- Digital anthropology can be applied across various fields including social dynamics, politics, health, marketing, user experience (UX), and design.
- It plays a crucial role in marketing by helping businesses understand their target audience's needs through segmentation and profiling.
The Role of Digital Anthropology in Marketing
Business Insights Through Digital Tools
- Digital anthropology aids businesses by uncovering topics that influence brand decisions and strategic business choices.
Addressing Current Needs with Research
- The current global challenges necessitate deeper research methodologies that digital anthropology provides to understand contemporary issues effectively.
Community Building in Applied Anthropology
Structure of the National Network
- The National Network includes not only students but also established anthropologists working across various sectors like marketing and innovation.
- The network has over 1200 members globally, including participants from Mexico, Chile, Spain, Argentina, and Venezuela.
Tools Used by Digital Anthropologists
Technological Tools for Research
- In digital ethnography, tools such as social media platforms (Facebook, Instagram), Twitter, WhatsApp are utilized alongside specialized panels like Netnography.
Social Listening Techniques
- Social listening involves using tools like Brandwatch or Mention to analyze discourse around specific topics. These tools help identify trends and conversations relevant to brands.
Distinguishing Between Ethnography Types
Understanding Ethnography vs. Digital Ethnography
- Traditional ethnography investigates cultural dynamics while digital ethnography focuses on human interactions within online spaces. This method helps understand consumer behavior better.
Antropología Digital y su Futuro en el Marketing
Momentos Clave en la Discusión sobre Antropología Digital
- La compra tiene un "momento de verdad" donde se determina el driver que lleva a una persona a comprar o abandonar el proceso, destacando la importancia de entender estos factores en marketing.
- Antro Polar está creciendo y busca ser un soporte estratégico, expandiéndose hacia una red que incluya antropología, sociología y psicología aplicadas en los próximos cinco años.
- Se invita a los oyentes a visitar el blog de Antropóloga para explorar temas como antropología de negocios, digital, diseño y su relación con marketing y publicidad.
- Tatiana sugiere que las empresas deben familiarizarse con la obra de Tracey Wang, pionera en investigación cualitativa y digital, para comprender mejor las aplicaciones del mundo digital.
- Es crucial entender cómo aplicar métodos digitales a preguntas de negocio; actualmente hay espacio para innovar en técnicas antropológicas digitales debido al aprendizaje continuo en este campo.
Oportunidades y Recomendaciones
- La antropología digital representa una gran oportunidad para mejorar resultados comerciales al entender comportamientos e insights relevantes del consumidor.
- Tatiana agradece por la participación y recuerda a los oyentes seguir las redes sociales del podcast para más contenido relacionado.