{"id":8721,"date":"2022-01-21T19:40:26","date_gmt":"2022-01-21T17:40:26","guid":{"rendered":"https:\/\/estrategiamarketing.digital\/que-es-el-messy-middle-en-marqueting\/"},"modified":"2025-04-30T10:44:40","modified_gmt":"2025-04-30T08:44:40","slug":"que-es-el-messy-middle-en-marqueting","status":"publish","type":"post","link":"https:\/\/estrategiamarketing.digital\/ca\/que-es-el-messy-middle-en-marqueting\/","title":{"rendered":"Qu\u00e8 \u00e9s el messy middle en m\u00e0rqueting"},"content":{"rendered":"

Els consumidors poden veure alterades les intencions originals de compra durant l’itinerari que transcorre entre el prop\u00f2sit inicial i la decisi\u00f3 final. Analitzarem qu\u00e8 \u00e9s el messy middle<\/em><\/strong> , com afecta aquest fenomen a l’embut de m\u00e0rqueting i com posar-hi soluci\u00f3. <\/p>\n

Qu\u00e8 \u00e9s el<\/strong> messy middle<\/em><\/strong><\/h2>\n

Actualment, les persones tenim molt f\u00e0cil accedir a Internet, i la xarxa s’ha convertit en el nostre principal vehicle de consulta<\/strong> . El m\u00e9s normal \u00e9s que la ingent quantitat d’informaci\u00f3 a qu\u00e8 es pot accedir en l\u00ednia n’hi ha prou perqu\u00e8 trobem la resposta que estem buscant en uns pocs minuts. <\/p>\n

Tot i aix\u00f2, quan l’internauta navega per assessorar-se sobre alguna cosa que vol comprar, no sempre passa aix\u00ed. El comprador se sol veure condicionat per la sobreinformaci\u00f3<\/strong> que rep, donant-se un desenlla\u00e7 molt diferent del que va constituir la cerca original. <\/p>\n

La traducci\u00f3 m\u00e9s precisa i estesa d’aquest terme \u00e9s \u201c marany de presa de decisions<\/strong> \u201d. En m\u00e0rqueting, fa refer\u00e8ncia a tot el que passa per la ment del consumidor durant el customer journey<\/em><\/a> , \u00e9s a dir, el proc\u00e9s en qu\u00e8 madura la seva decisi\u00f3 de compra, des del principi fins al final. <\/p>\n

El terme es va popularitzar gr\u00e0cies a l’an\u00e0lisi que van fer Alistair Rennie i Jonny Proheroe, empleades de Google, sobre les decisions de compra. A Think with Google<\/a> podem trobar un interessant estudi que ens parla de les variables que influeixen en la conducta te\u00f2ricament racional del consumidor, i que indueixen una conducta marcada per emocions puntuals<\/strong> . <\/p>\n

Per\u00f2 per qu\u00e8 aix\u00f2 condiciona tant les estrat\u00e8gies de generaci\u00f3 de demanda?<\/p>\n

Un exemple de<\/strong> messy middle<\/em><\/strong><\/h3>\n

Suposem que un internauta, en qualitat de potencial comprador, comen\u00e7a la vostra navegaci\u00f3 buscant informaci\u00f3 sobre les millors botes per practicar senderisme. Aquest internauta trobar\u00e0 ofertes de diversos venedors entre els resultats de cerca. En navegar entre les diferents p\u00e0gines web comparant diferents models, trobareu articles i promocions que no tenien res a veure amb la seva intenci\u00f3 de compra inicial<\/strong> . <\/p>\n

Finalment, podria passar que no s’acabi comprant res, o que s’emporti una motxilla a un preu molt atractiu o un joc de cantimplores, perqu\u00e8 els hagi vist en un altre lloc web diferent mentre navegava.<\/p>\n

Qu\u00e8 \u00e9s el que ha passat aqu\u00ed? El nostre internauta senderista s’ha vist embolicat en un embolic. Aquest embolic ha causat que la seva adquisici\u00f3 final no s’ajusti a la intenci\u00f3 que el va portar a emprendre la cerca. Sigui com sigui, el resultat ha estat que no s’han comprat les botes. <\/p>\n

I ara ve el m\u00e9s interessant: quan els venedors de botes per a senderisme analitzin el tr\u00e0nsit dirigit a la seva web, estaran preguntant-se per qu\u00e8 les visites no han esdevingut leads<\/em> (oportunitats de negoci). Perqu\u00e8 les raons no han estat ni el preu, ni la compet\u00e8ncia, ni la baixa qualitat dels seus productes. <\/p>\n

El<\/strong> messy middle<\/em><\/strong> al teu<\/strong> funnel<\/em><\/strong> de vendes<\/strong><\/h2>\n

El funnel<\/em> de vendes (tamb\u00e9 anomenat embut de vendes o embut de m\u00e0rqueting) \u00e9s un sistema la missi\u00f3 del qual \u00e9s crear leads.<\/em> L’itinerari parteix des d’atreure un client desconegut, fer-lo passar per un proc\u00e9s de maduraci\u00f3 en qualitat de client potencial, i acabar convertint-lo en un comprador real.<\/strong> \u00c9s comprador tamb\u00e9 haur\u00e0 de ser retingut mitjan\u00e7ant l’ engagement<\/em> (comprom\u00eds) adequat.<\/p>\n

El que caracteritza el funnel<\/em> \u00e9s la linealitat de les etapes. El customer journey<\/em> es construeix sempre seguint la mateixa seq\u00fc\u00e8ncia de passos, encara que el temps i el cost de cada etapa no siguin els mateixos per a cada client. <\/p>\n

El problema ve quan el client canvia la intenci\u00f3 inicial en el cam\u00ed. Analitzant l’exemple del customer journey<\/em> de l’internauta amant del senderisme, veiem que el<\/strong> funnel<\/em><\/strong> es desvirtua<\/strong> . Tots els funnel<\/em> comencen amb un argument que serveix per captar latenci\u00f3 del client potencial, i es d\u00f3na per fet que lacompanyar\u00e0 durant tot el seu cicle de vida. <\/p>\n

Com solucionar el<\/strong> messy middle<\/em><\/strong><\/h2>\n

La idea passa per contemplar<\/strong> totes les possibles opcions de compra<\/strong> que s’esqueixin de la seva navegaci\u00f3 mitjan\u00e7ant el crosselling<\/em><\/strong> , la<\/em> venda creuada de productes relacionats. <\/p>\n

A l’exemple del senderista, si la motxilla o les cantimplores les acaba adquirint al mateix lloc web que ven les botes, s’haur\u00e0 produ\u00eft la conversi\u00f3. Encara que no hagi estat per l’argument de cerca inicial. D’aquesta manera, tot queda a casa<\/em> . <\/p>\n

L’altra opci\u00f3 \u00e9s redirigir al<\/strong> lead<\/em><\/strong> al seu prop\u00f2sit inicial.<\/strong> Es fa<\/em> servir les mateixes “armes\" que podrien desvirtuar la seva recerca. <\/p>\n

Com hem vist, el messy middle<\/em> \u00e9s un fenomen intr\u00ednsec a la psicologia humana. Si b\u00e9 no \u00e9s possible evitar-ho, s\u00ed que es pot reorientar l’estrat\u00e8gia en el cicle de vida del client per reconduir-lo i no perdre’l pel cam\u00ed. <\/p>\n

Si vols saber m\u00e9s sobre aquest terme de m\u00e0rqueting, contacta’ns<\/a> : estarem encantats d’ajudar-te.<\/p>\n\n

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

El messy middle, o embull de presa de decisions, \u00e9s un fenomen que consisteix en un canvi en els prop\u00f2sits originals de compra dels clients. El messy middle desvirtua els embuts de vendes perqu\u00e8 suposa una alteraci\u00f3 de les intencions originals de compra. <\/p>\n","protected":false},"author":3,"featured_media":8041,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[169],"tags":[],"class_list":["post-8721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-digital"],"yoast_head":"\nQu\u00e8 \u00e9s el messy middle en m\u00e0rqueting<\/title>\n<meta name=\"description\" content=\"Tot sobre el Messy Middle, l'embolic de presa de decisions que condiciona el cicle de vida dels leads, amb exemples.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/estrategiamarketing.digital\/ca\/que-es-el-messy-middle-en-marqueting\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u00e8 \u00e9s el messy middle en m\u00e0rqueting\" \/>\n<meta property=\"og:description\" content=\"Tot sobre el Messy Middle, l'embolic de presa de decisions que condiciona el cicle de vida dels leads, amb exemples.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/estrategiamarketing.digital\/ca\/que-es-el-messy-middle-en-marqueting\/\" \/>\n<meta property=\"og:site_name\" content=\"EMD - 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