:root { --main-serif-font-family: abril-titling, serif; --main-sans-serif-font-family: lft-etica, sans-serif; --condensed-sans-serif-font-family: lft-etica-condensed, sans-serif; --main-sofia-pro-font-family: sofia-pro, sans-serif; --main-rojo-ee: #ea0a0a; --main-yellow-ee: #ffb800; --main-fondo-gris: #f5f5f5; --main-fondo-blanco: #fff; --main-gray-economyWidget: #dddddd; --main-gray-cromos_button: #dadada; --main-amarillo-cromos: #ADA260; --main-amarillo-cromos_btn_hover: #948B53; --main-amarillo-cromos_btn_shadow: #bdb47f; --main-gray-shadow:#B5B5B5; --main-negro-texto-hover-btn-ee:#EEEEEE; --main-yellow-hover-btn-ee:#F1D487; --main-yellow-hover-background-btn-ee:#DCA514; --main-purple-vea:#DF0086; --main-light-purple-vea:#F962AF; --main-pink-vea:#FCB0CF; --main-light-pink-vea:#FDD7E5; --main-dark-pink-vea:#BC0066; --main-gray-vea: #B5B5B5; } .AmpStorie { font-family: var(--main-sans-serif-font-family); } .AmpStorie_cromos { font-family: var(--main-sofia-pro-font-family); } .AmpStorie-container { color: var(--main-gray-economyWidget); background: rgba(0,0,0,0.43) 0% 0% no-repeat padding-box; height: 100%; } .AmpStorie-container_full { background: rgba(0, 0, 0, 0.43) 0% 0% no-repeat padding-box; } .AmpStorie-container_notFullBackground{ background: transparent linear-gradient(0deg, #000000 0%, #00000000 43%) 0% } .AmpStorie-coverContainer { padding: 51px 16px; position: absolute; bottom: 0; } .AmpStorie-logo { margin-bottom: 14px; height: 55px; } .AmpStorie-logo_cromos { margin-bottom: 14px; height: 54px; } .AmpStorie-partner_cromos { font-size: 12px; margin-bottom: 5px; font-weight: 600; } .AmpStorie-logo_last { margin: auto; margin-bottom: 30px; text-align: center; } .AmpStorie-logo { object-fit: contain; } .AmpStorie-logo { object-fit: inherit; object-position: left; } .AmpStorie-logo_last { object-position: center; } .AmpStorie-section { font-size: 14px; font-weight: 400; margin-bottom: 14px; text-transform: uppercase; letter-spacing: 1.4px; } .AmpStorie-title { font-size: 23px; font-weight: 700; margin-bottom: 14px; color: var(--main-fondo-gris); } .AmpStorie-title_cromos { margin-bottom: 4px; line-height: 27px; } .AmpStorie-date { font-size: 12px; font-weight: 100; } .AmpStorie-date_cromos { margin-bottom: 5px; font-weight: 400; } .AmpStorie-credit { text-align: end; color: var(--main-gray-economyWidget); padding-bottom: 14px; padding-right: 16px; display: flex; align-items: flex-end; place-content: flex-end; font-size: 12px; font-family: var(--main-sans-serif-font-family); border: 1px solid #000; } .AmpStorie-credit_cover { padding-bottom: 30px; padding-right: 16px; } .AmpStorie-credit_cover_cromos { font-family: var(--main-sofia-pro-font-family); font-size: 13px; padding-bottom: 18px; } .AmpStorie-link { padding-left: 16px; place-content: flex-start; } .AmpStorie-linkName{ color: var(--main-rojo-ee); padding-bottom: 22px; } .AmpStorie-linkName_cromos{ color: var(--main-amarillo-cromos); font-family: var(--main-sofia-pro-font-family); } .AmpStorie-linkName_vea{ color: var(--main-purple-vea); } .AmpStorie-lastContainer { background: transparent linear-gradient(0deg, rgba(0, 0, 0, 1) 0%, rgba(0, 0, 0, 0.43) 53%) 0% 0% no-repeat padding-box; display: flex; align-items: center; place-content: center; height: 100%; padding: 0 67px 26px; } .AmpStorie-lastText { font-size: 20px; color: var(--main-gray-economyWidget); font-family: var(--main-sans-serif-font-family); text-align: center; width: 170px; } .AmpStorie-lastText_cromos { font-family: var(--main-sofia-pro-font-family); line-height: 24px; } .AmpStorie-button { margin: 0 auto 16px; width: 170px; display: block; padding: 7px 16px 6px; text-align: center; font-size: 14px; font-weight: 400; color: var(--main-fondo-blanco); border: 1px solid var(--main-fondo-blanco); border-radius: 5px; font-family: var(--main-sans-serif-font-family); text-decoration: none; height: 17px; line-height: normal; border-radius: 0.625rem; font-family: var(--main-sans-serif-font-family); background: transparent; align-items: center; place-content: center; border: none; transition: transform 0.2s ease; color: var(--main-fondo-blanco); border: 1px solid var(--main-fondo-blanco); background: transparent; } .AmpStorie-button:hover{ box-shadow: 0px 8px 20px var(--main-gray-shadow); transform: translateY(-3px); background: rgba(238, 238, 238, 0.5); } .AmpStorie-button_cromos { border: none; margin: 0 auto 16px; padding: 0; background-color: var(--main-amarillo-cromos); width: 170px; height: 33px; line-height: 33px; border-radius: 10px; font-family: var(--main-sofia-pro-font-family); font-size: 14px; font-weight: 400; order: 1; } .AmpStorie-button_vea { background-color: var(--main-purple-vea); } .AmpStorie-button_cromos_disable { display: none; } .logoCromos{ max-width: 91px; max-height: 22px; } .logoVea{ max-width: 62px; max-height: 28px; } .logoFinalCromos{ max-width: 91px; max-height: 22px; } .logoFinalVea{ max-width: 62px; max-height: 28px; } .AmpStorie-button_hvCromos { margin: 0 auto 16px; padding: 0; width: 170px; height: 33px; line-height: 33px; border-radius: 10px; font-family: var(--main-sofia-pro-font-family); font-size: 14px; font-weight: 400; order:2; } .AmpStorie-button_hvVea { color: var(--main-purple-vea); border-color: var(--main-purple-vea); } .AmpStorie-button_hvVea:hover { background: var(--main-light-pink-vea) ; box-shadow: 0px 8px 20px var(--main-pink-vea); } .AmpStorie-button_cromos:hover, .AmpStorie-button_cromos:active { background-color: var(--main-amarillo-cromos_btn_hover); box-shadow: 0px 8px 20px var(--main-amarillo-cromos_btn_shadow); transition: all ease .2s; transform: translate(0px, -3px); } .AmpStorie-button_vea:hover, .AmpStorie-button_vea:active { background: var(--main-dark-pink-vea) 0% 0% no-repeat padding-box; box-shadow: 0px 8px 20px var(--main-light-purple-vea); } .AmpStorie-buttonLink { display: block; padding: 17%; background-color: transparent; width: 20%; } .AmpStorie-button_red { background-color: var(--main-rojo-ee); border: 0; } .AmpStorie-button_yellow { background-color: var(--main-yellow-ee); border: 0; padding: 8px 16px 7px; } .AmpStorie-button_yellow:hover { box-shadow: 0px 8px 20px var(--main-yellow-hover-btn-ee); background: var(--main-yellow-hover-background-btn-ee); } .AmpStorie-buttonContainer { position: absolute; width: 100%; top: 10px; } .AmpStorie-buttonContainer_cromos { display: flex; flex-direction: column; margin-bottom: 14px; top: 5% } .AmpStorie-buttonContainerLink { position: absolute; width: 100%; } .AmpStorie-standardText { position: absolute; width: 100%; color: var(--main-gray-economyWidget); font-size: 13px; bottom: 0; padding: 100px 24px 68px; font-family: var(--main-sans-serif-font-family); background: linear-gradient(0deg, rgba(0, 0, 0, 0.63) 0%, rgba(0, 0, 0, 0) 100% ) 0%; } .AmpStorie-container1 { position: relative; width: 100%; height: 100%; } .AmpStorie-text1 { position: absolute; width: 100%; color: var(--main-gray-economyWidget); font-size: 13px; bottom: 0; padding: 0 24px 63px; font-family: var(--main-sans-serif-font-family); background: transparent linear-gradient(0deg, #000000 0%, #00000000 100%) 0% 0% no-repeat padding-box;; } .AmpStorie-text1_cromos { font-family: var(--main-sofia-pro-font-family); line-height: 17px; padding: 0 16px 63px; } .AmpStorie-text2 { position: absolute; color: var(--main-gray-economyWidget); font-size: 12px; padding: 14px 28px; background: rgba(20, 20, 20, 0.8) 0% 0% no-repeat padding-box; font-family: var(--main-sans-serif-font-family); bottom: 0; height: fit-content; height: -moz-fit-content; top: 0; margin: auto 52px; } .AmpStorie-text2_cromos { font-family: var(--main-sofia-pro-font-family); line-height: 17px; font-size: 13px; } .AmpStorie-text3 { position: absolute; color: var(--main-gray-economyWidget); font-size: 12px; padding: 16px 28px; background: rgba(20, 20, 20, 0.8); margin-right: 140px; margin-bottom: 93px; font-family: var(--main-sans-serif-font-family); bottom: 0; height: fit-content; height: -moz-fit-content; } .AmpStorie-text3_cromos { font-family: var(--main-sofia-pro-font-family); line-height: 17px; font-size: 13px; padding: 16px; margin-right: 156px; background: rgba(0, 0, 0, 0.8); } .AmpStorie-text4 { position: absolute; font-size: 28px; font-weight: bold; color: var(--main-fondo-gris); padding: 30px 16px; background: #000; font-family: var(--main-sans-serif-font-family); width: 100%; } .AmpStorie-text4_cromos { font-family: var(--main-sofia-pro-font-family); line-height: 35px; font-size: 25px; padding: 16px; margin: 16px; width: fit-content; } .AmpStorie-text5 { font-size: 25px; color: var(--main-gray-economyWidget); text-align: center; font-family: var(--main-sans-serif-font-family); padding-top: 20px; margin: auto 74px; font-weight: 300; line-height: 35px; } .AmpStorie-text5_cromos { color: var(--main-gray-economyWidget); font-family: var(--main-sofia-pro-font-family); padding-top: 21px; font-weight: 700; } .AmpStorie-line { font-weight: bold; border-top: 3px solid var(--main-rojo-ee); border-top-width: 2px; width: 60px; } .AmpStorie-line_cromos { border-top: 3px solid var(--main-amarillo-cromos); border-top-width: 2px; width: 67px; } .AmpStorie-line_vea { border-top: 3px solid var(--main-purple-vea); } .AmpStorie-elementContainer { height: fit-content; height: -moz-fit-content; display: grid; place-items: center; place-content: center; height: 100%; } .AmpStorie-text6 { position: absolute; color: var(--main-fondo-blanco); font-size: 13px; padding: 0 30px; font-family: var(--main-sans-serif-font-family); bottom: 0; top: 0; margin: auto; height: fit-content; height: -moz-fit-content; } .AmpStorie-text6_cromos { color: var(--main-gray-economyWidget); line-height: 20px; font-family: var(--main-sofia-pro-font-family); padding: 100px 20px 0; } .AmpStorie-text6_bottom { top: auto; padding-bottom: 63px; background: transparent linear-gradient(0deg, #000000 0%, #00000000 103%) 0%; } .AmpStorie-title6 { font-size: 13px; margin-bottom: 20px; font-weight: bold; } .AmpStorie-title6_bottom { margin-bottom: 30px; } .AmpStorie-title6_cromos { margin-bottom: 20px; } .AmpStorie-icon7 { margin-bottom: 30px; width: 60px; height: 55px; } .AmpStorie-icon7_cromos { width: 70px; height: 51px; } .AmpStorie-icon7_vea { fill: var(--main-purple-vea); background-color: var(--main-gray-vea); width: 300px; } .AmpStorie-containerText7 { font-size: 16px; line-height: 20px; letter-spacing: 1.6px; font-weight: 400; color: var(--main-gray-economyWidget); font-family: var(--main-sans-serif-font-family); font-style: italic; } .AmpStorie-containerText7_cromos { font-family: var(--main-sofia-pro-font-family); text-transform: uppercase; margin-top: -15px; } .AmpStorie-container7 { padding: 0 30px 63px; position: absolute; bottom: 0; background: transparent linear-gradient(0deg, #000000 0%, #00000000 100%) 0% 0% no-repeat padding-box; } .AmpStorie-author7 { padding-top: 14px; font-style: normal; font-size: 13px; font-weight: bold; text-transform: none; } .AmpStorie-author7_cromos { font-style: normal; letter-spacing: normal; } .AmpStorie-container8 { position: absolute; width: 100%; bottom: 0; background: transparent linear-gradient(0deg, #000000 0%, #00000000 100%) 0% 0% no-repeat padding-box; } .AmpStorie-textContainer8 { font-style: italic; font-size: 16px; color: var(--main-gray-economyWidget); text-align: center; font-family: var(--main-sans-serif-font-family); padding-bottom: 30px; padding: 0 30px 63px; margin-top: 20px; } .AmpStorie-textContainer8_cromos { font-style: normal; font-size: 13px; font-family: var(--main-sofia-pro-font-family); text-align: left; margin-top: 30px; } .AmpStorie-icon8 { width: 100%; } .Ads-flyingCarpet { padding-top: 6px; padding-bottom: 6px; } @media (min-width: 425px) { .AmpStorie-logo { margin-bottom: 16px; height: 65px; } .AmpStorie-logo_cromos { margin-bottom: 14px; height: 63px; } .AmpStorie-section { margin-bottom: 16px; } .AmpStorie-section_cromos { font-size: 15px; margin-bottom: 14px; } .AmpStorie-title { font-size: 25px; margin-bottom: 16px; } .AmpStorie-title_cromos { margin-bottom: 8px; line-height: 35px; } .AmpStorie-partner_cromos { font-size: 14px; } .AmpStorie-date { font-size: 14px; } .AmpStorie-credit { padding-right: 20px; padding-bottom: 16px; } .AmpStorie-credit_cover { padding-bottom: 30px; padding-right: 20px; } .AmpStorie-credit_cover_cromos { padding-bottom: 18px; } .AmpStorie-link { padding-left: 20px; } .AmpStorie-linkName_cromos{ font-size: 13px; } .AmpStorie-coverContainer { padding: 52px 20px; } .AmpStorie-lastContainer { padding: 0 100px 40px; } .AmpStorie-lastText { font-size: 25px; width: 200px; } .AmpStorie-lastText_cromos { line-height: 29px; } .AmpStorie-button { margin: 0 auto 16px; } .AmpStorie-logo_last { margin-bottom: 30px; } .AmpStorie-logo_last_cromos { margin-bottom: 26px; } .AmpStorie-text1 { font-size: 14px; padding-bottom: 68px; } .AmpStorie-text1_cromos { font-size: 15px; padding: 0 20px 75px; line-height: 20px; } .AmpStorie-text2 { font-size: 14px; padding: 16px 32px; margin: auto 80px; text-align: center; } .AmpStorie-text2_cromos { padding: 13px 28px; font-size: 15px; line-height: 20px; margin: auto 77px; } .AmpStorie-text3 { font-size: 14px; padding: 16px 32px; margin-right: 140px; margin-bottom: 98px; } .AmpStorie-text3_cromos { font-size: 15px; padding: 16px 20px; margin-right: 191px; margin-bottom: 107px; line-height: 20px; } .AmpStorie-text4 { font-size: 30px; padding: 30px 20px; } .AmpStorie-text4_cromos { line-height: 38px; font-size: 30px; padding: 16px 20px 16px 26px; margin: 20px; } .AmpStorie-text5 { font-size: 30px; margin: auto 85px; } .AmpStorie-text5_cromos { line-height: 38px; font-size: 28px; } .AmpStorie-text6 { font-size: 14px; padding: 0 40px; padding: 100px 20px 0; } .AmpStorie-text6_cromos { font-size: 15px; padding: 100px 20px 0; } .AmpStorie-text6_bottom { padding-bottom: 68px; } .AmpStorie-title6 { font-size: 14px; } .AmpStorie-title6_cromos { font-size: 18px; } .AmpStorie-icon7 { width: 70px; height: 65px; } .AmpStorie-icon7_cromos { width: 85px; height: 62px; } .AmpStorie-containerText7 { font-size: 18px; line-height: 25px; } .AmpStorie-author7 { padding-top: 16px; } .AmpStorie-author7_cromos { font-size: 13px; } .AmpStorie-container7 { padding: 0 40px 68px; } .AmpStorie-textContainer8 { font-size: 18px; margin-top: 20px; padding: 0 40px 68px; } .AmpStorie-button_cromos { padding: 0; margin: 0 auto 16px; font-size: 14px; font-weight: 400; } .AmpStorie-button_hvCromos { padding: 0; margin: 0 auto 16px; font-size: 14px; font-weight: 400; } .logoCromos{ max-width: 95px; max-height: 23px; } .logoVea{ max-width: 62px; max-height: 28px; } .logoFinalCromos{ max-width: 103px; max-height: 24px; } .logoFinalVea{ max-width: 103px; max-height: 28px; } .AmpStorie-buttonContainer_cromos { top: 20%; } .AmpStorie-credit_cover_cromos { font-size: 14px; } .AmpStorie-textContainer8_cromos { font-size: 15px; margin-top: 16px; padding: 0 20px 68px 30px; } } @media (min-width: 600px) { .AmpStorie-logo_cromos { height: 81px; } .AmpStorie-button { font-size: 16px; height: 19px; line-height: normal; padding: 12px 16px 11px; } .AmpStorie-button_yellow { padding: 13px 16px 12px; } .AmpStorie-button_cromos { padding: 0; width: 170px; height: 33px; margin: 0 auto 16px; font-size: 14px; font-weight: 400; line-height: 33px; } .AmpStorie-button_hvCromos { padding: 0; width: 170px; height: 33px; margin: 0 auto 16px; font-size: 14px; font-weight: 400; line-height: 33px; color: var(--main-gray-cromos_button); border-color: var(--main-gray-cromos_button); } } @media (min-width: 1200px) { .AmpStorie-logo { margin-bottom: 16px; height: 82px; } .AmpStorie-logo_cromos { margin-bottom: 14px; height: 72px; } .AmpStorie-section { font-size: 14px; margin-bottom: 16px; letter-spacing: 1.4px; } .AmpStorie-section { font-size: 15px; margin-bottom: 14px; } .AmpStorie-title { font-size: 25px; margin-bottom: 16px; } .AmpStorie-date { font-size: 14px; } .AmpStorie-date_cromos { font-size: 13px; } .AmpStorie-partner_cromos { font-size: 13px; } .AmpStorie-credit { padding-right: 20px; padding-bottom: 16px; font-size: 12px; } .AmpStorie-credit_cover { padding-bottom: 30px; padding-right: 20px; } .AmpStorie-credit_cover_cromos { padding-bottom: 18px; } .AmpStorie-link { padding-left: 20px; } .AmpStorie-linkName{ padding-bottom: 22px; } .AmpStorie-linkName_cromos{ font-size: 13px; } .AmpStorie-coverContainer { padding: 52px 20px; } .AmpStorie-lastContainer { padding: 0 100px 40px; } .AmpStorie-lastText { font-size: 25px; } .AmpStorie-button { margin: 0 auto 16px; padding: 7px 16px 6px; font-size: 14px; width: 170px; height: 17px; line-height: normal; } .AmpStorie-button_yellow { padding: 8px 16px 7px; } .AmpStorie-logo_last { margin-bottom: 30px; } .AmpStorie-logo_last_cromos { margin-bottom: 10px; } .AmpStorie-text1 { font-size: 14px; padding-bottom: 68px; } .AmpStorie-text1_cromos { font-size: 15px; padding: 0 20px 77px; line-height: 17px; } .AmpStorie-text2 { font-size: 14px; padding: 16px 32px; margin: auto 80px; } .AmpStorie-text2_cromos { font-size: 15px; padding: 14px 28px; margin: auto 77px; line-height: 20px; } .AmpStorie-text3 { font-size: 14px; padding: 16px 32px; margin-right: 140px; margin-bottom: 98px; } .AmpStorie-text3_cromos { font-size: 15px; padding: 16px 20px; margin-right: 191px; margin-bottom: 107px; line-height: 20px; } .AmpStorie-text4 { font-size: 30px; padding: 30px 20px; } .AmpStorie-text4_cromos { line-height: 38px; font-size: 30px; padding: 16px 20px 15px 26px; margin: 20px; } .AmpStorie-text5 { font-size: 30px; margin: auto 65px; } .AmpStorie-text5_cromos { line-height: 35px; font-size: 28px; } .AmpStorie-text6 { font-size: 14px; padding: 0 40px; } .AmpStorie-text6_cromos { font-size: 15px; padding: 100px 20px 0; } .AmpStorie-text6_bottom { padding-bottom: 68px; } .AmpStorie-title6 { font-size: 14px; } .AmpStorie-title6_cromos { font-size: 18px; } .AmpStorie-icon7 { width: 70px; height: 65px; } .AmpStorie-icon7_cromos { width: 85px; height: 62px; } .AmpStorie-containerText7 { font-size: 18px; } .AmpStorie-author7 { padding-top: 16px; font-size: 13px; } .AmpStorie-container7 { padding: 0 40px 68px; } .AmpStorie-textContainer8 { font-size: 18px; padding: 0 40px 68px; } .AmpStorie-button_cromos { padding: 0; width: 170px; height: 33px; margin: 0 auto 16px; font-size: 14px; font-weight: 400; line-height: 33px; } .AmpStorie-button_hvCromos { padding: 0; width: 170px; height: 33px; margin: 0 auto 16px; font-size: 14px; font-weight: 400; line-height: 33px; color: var(--main-gray-cromos_button); border-color: var(--main-gray-cromos_button); } .AmpStorie-button_hvVea { color: var(--main-purple-vea); border-color: var(--main-purple-vea); } .AmpStorie-button_hvCromos:hover, .AmpStorie-button_hvCromos:active { box-shadow: 0px 8px 20px var(--main-gray-cromos_button); transition: all ease .2s; transform: translate(0px, -3px); } .logoCromos{ max-width: 95px; max-height: 23px; } .logoVea{ max-width: 62px; max-height: 28px; } .logoFinalCromos{ max-width: 103px; max-height: 25px; } .AmpStorie-buttonContainer_cromos { margin-bottom: 14px; top: 21%; } .AmpStorie-credit_cover_cromos { font-size: 14px; } } 62166x

Cómo la Generación Z cambió el mundo del marketing 3z402r EL ESPECTADOR

ZonaZ 1t5z2r

Cómo la Generación Z cambió el mundo del marketing 6m5q57

Mariana Buelvas Ricardo | 18 de marzo
Zona Z
Vogue Business y la agencia Archrival realizaron un estudio para entender como la Generación Z ha cambiado en mundo del marketing con sus hábitos de consumo. Gen Z ha trastocado el tradicional embudo de consumo, remodelando la forma en que los especialistas en marketing abordan el camino hacia la compra.
Zona Z
La generación Z ha transformado la forma de comprar debido a su entorno tecnológico y dinámico. Ya no siguen las etapas tradicionales de compra y utilizan las redes sociales no solo para comprar, sino también para entretenimiento, socialización, aprendizaje y noticias.
Zona Z
Archival, una agencia estadounidense de cultura juvenil, llevó a cabo una extensa investigación para comprender los hábitos de consumo de Gen Z. Descubrieron que el viaje del consumidor de hoy es un bucle continuo de inspiración, exploración, comunidad y lealtad. Las marcas que resuenan con Gen Z son aquellas hábiles en crear contenido y activaciones que se alinean con estos aspectos de su viaje.
Zona Z
Las redes sociales son cruciales en las decisiones de compra de la generación Z, especialmente para moda y belleza. YouTube, TikTok e Instagram son vitales para presentarles nuevas marcas y productos, pero la saturación de contenido supone un desafío para las marcas que buscan destacar entre la competencia.
Zona Z
Los influencers continúan ejerciendo una influencia significativa sobre Gen Z, con muchos atribuyendo la creación de tendencias a personalidades de las redes sociales y celebridades. El enfoque de Hailey Bieber para lanzar productos, por ejemplo, demuestra el poder de aprovechar las redes sociales para crear microtendencias que resuenen con su audiencia.
Zona Z
A pesar de su destreza digital, Gen Z valora las experiencias en persona y aún prefiere las tiendas físicas para ciertos aspectos de su viaje de compras. La pandemia aceleró las inversiones en el metaverso por parte de las marcas, pero el interés de Gen Z en los mundos virtuales sigue siendo tibio, con muchos expresando ambivalencia o falta de conocimiento sobre el concepto.
Zona Z
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