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

Is Digital Marketing really “New”?Lessons from Traditional and New Marketing Ezequiel Triviño Director - Creative Business Solutions DDB España November, 18th, 2010

PastPresent¿Future?

e-MARKETINGRelationship Marketing

e-MARKETINGRelationshipMarketing???

e-CommerceRelationship Commerce

MARKETING - FORMERLY KNOWN AS “COMMERCE”-HAS BEEN “RELATIONAL” FOR MORE THAN 10.000 YEARS

COMMERCE > 10.000 YEARS = CLIENT MARKETING < 100 YEARS = CONSUMER MARKETING = ALLIENATED COMMERCE

MARKETS ARECONVERSATIONS 10

1900 - 1960 - 2000

EZEQUIEL TRIVIÑO / WIKREATE1900

“Any customer canhave a car painted any color that he wants so long as it is black” Henry Ford 21

EZEQUIEL TRIVIÑO / WIKREATE1960

MARKETING = ADVERTISING

CAMPAIGN MARKETING ARSENAL MARKET SHARE DEFENSIVE MARKETINGTARGET GROUP STRATEGY TERRITORY 28

CONSUMER ALIENATION 29

“A single dead is a tragedy,a million deaths is a statistic” Josef Stalin

MARKETING 31

PUNTO RADIO MEDIAFRAGMENTATION

SATURATION

360 40

What about DIRECTMARKETING?

CAMPAIGN MARKETING ARSENAL MARKET SHARE DEFENSIVE MARKETINGTARGET GROUP STRATEGY TERRITORY 45

WHAT IS CP COMUNICACION PROXIMITY?

HOW DO WE SEE OUR WORK?

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.

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.

CRM 55

COMMERCE > 10.000 YEARS = CLIENT MARKETING < 100 YEARS = CONSUMER

• NO NEED FOR LOCATION - REAL STATE• FREE SHELF SPACE = INFINITE STOCK• LOW COST ACCESS TO MARKET• HIGH SCALABILITY 64

130.000 titulos 260.000+ titulos <50% 100%

MARKETS ARECONVERSATIONS 67

EZEQUIEL TRIVIÑO / WIKREATE

The Brand 74

A Brand is the sum of the perceptions determined by theexperiences a certain person hasabout your product, your service and your company.

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

CASE STUDIES

RELATIONSHIP Commercee-Commerce

OUTCOME

Marketing + Advertising = GIVE

Marketing + SCN = TAKE

MAKE LOVE NOT WAR 103

DO UNTO OTHERSAS YOU WOULD HAVE THEM DO UNTO YOU. 104

Muchas graciaswww.ezequiel-trivino.com 105

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

by AMDIA on Nov 07, 2011

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

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