¿Es el marketing digital realmente nuevo? Lecciones desde el viejo y el nuevo marketing.
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¿Es el marketing digital realmente nuevo? Lecciones desde el viejo y el nuevo marketing.

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¿Es el marketing digital realmente nuevo? Lecciones desde el viejo y el nuevo marketing. Presentation Transcript

  • 1. Is Digital Marketing really “New”?Lessons from Traditional and New Marketing Ezequiel Triviño Director - Creative Business Solutions DDB España November, 18th, 2010
  • 2. 2
  • 3. PastPresent¿Future?
  • 4. e-MARKETINGRelationship Marketing
  • 5. e-MARKETINGRelationshipMarketing???
  • 6. e-CommerceRelationship Commerce
  • 7. MARKETING - FORMERLY KNOWN AS “COMMERCE”-HAS BEEN “RELATIONAL” FOR MORE THAN 10.000 YEARS
  • 8. COMMERCE > 10.000 YEARS = CLIENT MARKETING < 100 YEARS = CONSUMER MARKETING = ALLIENATED COMMERCE
  • 9. MARKETS ARECONVERSATIONS 10
  • 10. 11
  • 11. 12
  • 12. 1900 - 1960 - 2000
  • 13. EZEQUIEL TRIVIÑO / WIKREATE1900
  • 14. “Any customer canhave a car painted any color that he wants so long as it is black” Henry Ford 21
  • 15. 22
  • 16. 23
  • 17. EZEQUIEL TRIVIÑO / WIKREATE1960
  • 18. MARKETING = ADVERTISING
  • 19. CAMPAIGN MARKETING ARSENAL MARKET SHARE DEFENSIVE MARKETINGTARGET GROUP STRATEGY TERRITORY 28
  • 20. CONSUMER ALIENATION 29
  • 21. “A single dead is a tragedy,a million deaths is a statistic” Josef Stalin
  • 22. MARKETING 31
  • 23. 33
  • 24. 35
  • 25. 1980
  • 26. PUNTO RADIO MEDIAFRAGMENTATION
  • 27. SATURATION
  • 28. 360 40
  • 29. 41
  • 30. 42
  • 31. What about DIRECTMARKETING?
  • 32. 44
  • 33. CAMPAIGN MARKETING ARSENAL MARKET SHARE DEFENSIVE MARKETINGTARGET GROUP STRATEGY TERRITORY 45
  • 34. 46
  • 35. 47
  • 36. 48
  • 37. WHAT IS CP COMUNICACION PROXIMITY?
  • 38. HOW DO WE SEE OUR WORK?
  • 39. HOW DO WE SEE OUR WORK?The essence of our proposal comes from seeing Marketing as a toolused by the various off and on-line media, combined with creativity and technologyin order to...…understand all our clients and anticipate their needs....establish and secure relationships over time between People and Brands....attract, create interest and mobilise the target via specific, and quantifiable actions.
  • 40. HOW DO WE SEE OUR WORK?IN SHORTDesign and implement off and on line marketing strategies aimed atcreating and developing relationships over time in which ...“ the second purchase is more important than the first; the third more than the second;”… and so forth.
  • 41. 53
  • 42. CRM 55
  • 43. 2005
  • 44. 59
  • 45. COMMERCE > 10.000 YEARS = CLIENT MARKETING < 100 YEARS = CONSUMER
  • 46. 63
  • 47. • NO NEED FOR LOCATION - REAL STATE• FREE SHELF SPACE = INFINITE STOCK• LOW COST ACCESS TO MARKET• HIGH SCALABILITY 64
  • 48. 130.000 titulos 260.000+ titulos <50% 100%
  • 49. 2010
  • 50. MARKETS ARECONVERSATIONS 67
  • 51. 4468
  • 52. 69
  • 53. EZEQUIEL TRIVIÑO / WIKREATE
  • 54. EZEQUIEL TRIVIÑO / WIKREATE
  • 55. The Brand 74
  • 56. A Brand is the sum of the perceptions determined by theexperiences a certain person hasabout your product, your service and your company.
  • 57. If your product isn´t BETTER or CHEAPER than your competitionan order of magnitude (10X), you are mostly on Services Marketing And Services Marketing is Relationship based
  • 58. CASE STUDIES
  • 59. RELATIONSHIP Commercee-Commerce
  • 60. OUTCOME
  • 61. Marketing + Advertising = GIVE
  • 62. Marketing + SCN = TAKE
  • 63. MAKE LOVE NOT WAR 103
  • 64. DO UNTO OTHERSAS YOU WOULD HAVE THEM DO UNTO YOU. 104
  • 65. Muchas graciaswww.ezequiel-trivino.com 105