{"id":120461,"date":"2023-05-31T20:21:01","date_gmt":"2023-05-31T20:21:01","guid":{"rendered":"https:\/\/www.edicionesfranz.com\/?p=120461"},"modified":"2023-05-31T23:11:25","modified_gmt":"2023-05-31T23:11:25","slug":"120461","status":"publish","type":"post","link":"https:\/\/www.edicionesfranz.com\/?p=120461","title":{"rendered":"Javier Valero: \u00abCon el data y las redes, el marketing se ha apoderado totalmente del mensaje creativo\u00bb"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0&#8243; override_padding=\u00bbyes\u00bb h_padding=\u00bb7&#8243; top_padding=\u00bb5&#8243; bottom_padding=\u00bb5&#8243; back_color=\u00bbcolor-184509&#8243; overlay_alpha=\u00bb50&#8243; equal_height=\u00bbyes\u00bb gutter_size=\u00bb0&#8243; column_width_percent=\u00bb100&#8243; shift_y=\u00bb0&#8243; z_index=\u00bb0&#8243; uncode_shortcode_id=\u00bb181869&#8243; back_color_type=\u00bbuncode-palette\u00bb][vc_column column_width_percent=\u00bb100&#8243; position_horizontal=\u00bbleft\u00bb position_vertical=\u00bbmiddle\u00bb gutter_size=\u00bb3&#8243; overlay_alpha=\u00bb50&#8243; shift_x=\u00bb0&#8243; shift_y=\u00bb0&#8243; shift_y_down=\u00bb0&#8243; z_index=\u00bb0&#8243; medium_width=\u00bb0&#8243; mobile_width=\u00bb0&#8243; width=\u00bb1\/1&#8243; uncode_shortcode_id=\u00bb562912&#8243;][vc_custom_heading heading_semantic=\u00bbh4&#8243; text_font=\u00bbfont-909954&#8243; text_size=\u00bbh4&#8243; text_weight=\u00bb500&#8243; uncode_shortcode_id=\u00bb322972&#8243;]Javier Valero: \u00abCon el data y las redes, el marketing se ha apoderado totalmente del mensaje creativo\u00bb[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0&#8243; override_padding=\u00bbyes\u00bb h_padding=\u00bb0&#8243; top_padding=\u00bb0&#8243; bottom_padding=\u00bb0&#8243; overlay_alpha=\u00bb50&#8243; equal_height=\u00bbyes\u00bb gutter_size=\u00bb0&#8243; column_width_percent=\u00bb100&#8243; shift_y=\u00bb0&#8243; z_index=\u00bb0&#8243; uncode_shortcode_id=\u00bb856786&#8243;][vc_column column_width_percent=\u00bb100&#8243; gutter_size=\u00bb0&#8243; override_padding=\u00bbyes\u00bb column_padding=\u00bb0&#8243; back_color=\u00bbcolor-jevc\u00bb overlay_alpha=\u00bb50&#8243; shift_x=\u00bb0&#8243; shift_y=\u00bb0&#8243; shift_y_down=\u00bb0&#8243; z_index=\u00bb0&#8243; medium_width=\u00bb4&#8243; mobile_width=\u00bb0&#8243; zoom_width=\u00bb0&#8243; zoom_height=\u00bb0&#8243; width=\u00bb1\/2&#8243; mobile_height=\u00bb380&#8243; uncode_shortcode_id=\u00bb908985&#8243; back_color_type=\u00bbuncode-palette\u00bb][vc_single_image media=\u00bb120462&#8243; media_width_percent=\u00bb100&#8243; uncode_shortcode_id=\u00bb186964&#8243;][\/vc_column][vc_column column_width_use_pixel=\u00bbyes\u00bb position_horizontal=\u00bbleft\u00bb gutter_size=\u00bb3&#8243; override_padding=\u00bbyes\u00bb column_padding=\u00bb3&#8243; overlay_alpha=\u00bb50&#8243; shift_x=\u00bb0&#8243; shift_y=\u00bb0&#8243; shift_y_down=\u00bb0&#8243; z_index=\u00bb0&#8243; medium_width=\u00bb4&#8243; align_mobile=\u00bbalign_center_mobile\u00bb mobile_width=\u00bb0&#8243; zoom_width=\u00bb0&#8243; zoom_height=\u00bb0&#8243; width=\u00bb1\/2&#8243; uncode_shortcode_id=\u00bb184384&#8243; back_color_type=\u00bbuncode-solid\u00bb back_color_solid=\u00bb#f8f8fa\u00bb column_width_pixel=\u00bb700&#8243;][vc_custom_heading text_color=\u00bbcolor-jevc\u00bb heading_semantic=\u00bbh6&#8243; text_font=\u00bbfont-555555&#8243; text_size=\u00bbh6&#8243; uncode_shortcode_id=\u00bb861880&#8243; text_color_type=\u00bbuncode-palette\u00bb]<strong>\u00abJavier Valero: \u201cLa tecnolog\u00eda seguir\u00e1 haci\u00e9ndonos meter la cabeza en el entretenimiento\u201d\u00bb<\/strong><\/p>\n<p><a href=\"https:\/\/www.extradigital.es\/javier-valero-creo-que-la-ai-en-la-publicidad-es-una-buena-noticia-para-el-marketing-y-una-mala-noticia-para-el-antiguo-arte-de-convencer-catalunya\/\"><span class=\"s1\"><strong>extradigital.es<\/strong><\/span><\/a><\/p>\n<p><span class=\"s1\">31 de mayo de 2023<\/span>[\/vc_custom_heading][vc_custom_heading text_color=\u00bbcolor-jevc\u00bb heading_semantic=\u00bbh4&#8243; text_font=\u00bbfont-909954&#8243; text_size=\u00bbh4&#8243; uncode_shortcode_id=\u00bb109351&#8243; text_color_type=\u00bbuncode-palette\u00bb]\u00abLa inteligencia artificial es una buena noticia para el marketing pero una mala noticia para la creatividad\u00bb.[\/vc_custom_heading][vc_custom_heading text_color=\u00bbcolor-jevc\u00bb heading_semantic=\u00bbh4&#8243; text_font=\u00bbfont-909954&#8243; text_size=\u00bbh4&#8243; uncode_shortcode_id=\u00bb212349&#8243; text_color_type=\u00bbuncode-palette\u00bb]\u00abLos a\u00f1os 90 fueron grandes a\u00f1os para la creatividad. Despu\u00e9s del 11S la cosa se enfri\u00f3 un poco. Se empezaba a sentir el tufo de lo digital, pero iba lento ya que no irrumpi\u00f3 de verdad hasta la d\u00e9cada de 2010\u00bb.[\/vc_custom_heading][vc_custom_heading text_color=\u00bbcolor-jevc\u00bb heading_semantic=\u00bbh4&#8243; text_font=\u00bbfont-909954&#8243; text_size=\u00bbh4&#8243; uncode_shortcode_id=\u00bb101877&#8243; text_color_type=\u00bbuncode-palette\u00bb]\u00abLa publicidad basada en la seducci\u00f3n era un reto para los creativos. Ten\u00edas que ligarte al consumidor, usar la inteligencia en el texto. En lo digital se le llama <em>inteligencia<\/em> a la segmentaci\u00f3n o a las adwords. [&#8230;] Con la llegada del data y las posibilidades el mundo online, el marketing se apoder\u00f3 totalmente del mensaje. Un tost\u00f3n. [&#8230;] Los creativos se convirtieron en gestores de ideas. Es dif\u00edcil de explicar. Dir\u00eda que se perdi\u00f3 la magia definitivamente\u00bb.[\/vc_custom_heading][vc_custom_heading text_color=\u00bbcolor-jevc\u00bb heading_semantic=\u00bbh4&#8243; text_font=\u00bbfont-909954&#8243; text_size=\u00bbh4&#8243; uncode_shortcode_id=\u00bb349082&#8243; text_color_type=\u00bbuncode-palette\u00bb]\u00abLos relatos breves permiten una escritura concienzuda, [&#8230;] Yo veo los relatos como piezas o ideas, pese a que las palabras bien escogidas son las que vertebran un buen texto. Creo que me resulta m\u00e1s f\u00e1cil plasmar el pensamiento abstracto en los relatos breves. El proceso se parece al del creativo en publicidad\u00bb.[\/vc_custom_heading][vc_custom_heading text_color=\u00bbcolor-jevc\u00bb heading_semantic=\u00bbh4&#8243; text_font=\u00bbfont-909954&#8243; text_size=\u00bbh4&#8243; uncode_shortcode_id=\u00bb137437&#8243; text_color_type=\u00bbuncode-palette\u00bb]\u00abSi la inteligencia artificial puede escribir anuncios, tambi\u00e9n podr\u00e1 escribir novelas y pel\u00edculas. De hecho ya escribe <em>trailers<\/em>, y pronto ser\u00e1 capaz de mucho m\u00e1s, qu\u00e9 aburrimiento. Es una pena que se pierda el pensamiento abstracto, la pincelada a veces extravagante de la emoci\u00f3n humana, solo para dar con una perfecci\u00f3n est\u00fapida y sopor\u00edfera\u00bb.[\/vc_custom_heading][vc_custom_heading text_color=\u00bbcolor-jevc\u00bb heading_semantic=\u00bbh4&#8243; text_font=\u00bbfont-909954&#8243; text_size=\u00bbh4&#8243; uncode_shortcode_id=\u00bb169907&#8243; text_color_type=\u00bbuncode-palette\u00bb]\u00abImitar el patr\u00f3n de un <em>bestseller<\/em> o un <em>blockbuster<\/em> no es tan complicado. Lo jodido es imitar la melancol\u00eda o la sensaci\u00f3n de extra\u00f1eza de una novela de Dostoyevski o de un relato de Kafka. Hasta que la I. A. no consiga imitar la narrativa humana con todas sus imperfecciones, habr\u00e1 hueco para las buenas historias creadas por humanos\u00bb.[\/vc_custom_heading][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0&#8243; override_padding=\u00bbyes\u00bb h_padding=\u00bb7&#8243; top_padding=\u00bb5&#8243; bottom_padding=\u00bb5&#8243; back_color=\u00bbcolor-184509&#8243; overlay_alpha=\u00bb50&#8243; equal_height=\u00bbyes\u00bb gutter_size=\u00bb0&#8243; column_width_percent=\u00bb100&#8243; shift_y=\u00bb0&#8243; z_index=\u00bb0&#8243; uncode_shortcode_id=\u00bb181869&#8243; back_color_type=\u00bbuncode-palette\u00bb][vc_column column_width_percent=\u00bb100&#8243; position_horizontal=\u00bbleft\u00bb position_vertical=\u00bbmiddle\u00bb gutter_size=\u00bb3&#8243; [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":120462,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[238],"tags":[253],"class_list":["post-120461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrevistas","tag-entrevistas"],"_links":{"self":[{"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=\/wp\/v2\/posts\/120461","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=120461"}],"version-history":[{"count":6,"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=\/wp\/v2\/posts\/120461\/revisions"}],"predecessor-version":[{"id":120471,"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=\/wp\/v2\/posts\/120461\/revisions\/120471"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=\/wp\/v2\/media\/120462"}],"wp:attachment":[{"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=120461"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=120461"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.edicionesfranz.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=120461"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}