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El marketing digital actual, no es marketing

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Ponencia de Fernando de la Rosa - @titonet - sobre como el marketing digital actual, no es marketing y qué podemos hacer al respecto.

Published in: Marketing
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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El marketing digital actual, no es marketing

  1. 1. El marketing digital actual, no es marketing, por eso funciona poco. Fernando de la Rosa (@titonet) Educando en FOXIZE.COM
  2. 2. @titonet OPCIÓN A
  3. 3. @titonet OPCIÓN B
  4. 4. @titonet OPCIÓN A OPCIÓN B
  5. 5. @titonet Todo Empezó En 1999 @ACORNELLA
  6. 6. @titonet colaboración Creatividad, Libertad, Conocimiento Espacio de oportunidades INTERNET en 1999
  7. 7. @titonet 1999 2019 Haz me visible Presencia ¿Dónde estamos ahora? www. search Haz me encontrable Buscadores social Haz me compartible Buzz Mobile Haz me responsive Apps Voice Haz me conversable Skills IA Que lo haga máquina Gratis @titonet
  8. 8. @titonet ¿Dónde estamos ahora? @titonet
  9. 9. @titonet ¿Qué es mejor? una sociedad ignorante o mal informada? @titonet
  10. 10. @titonet Monopolios digitales Fake news Sesgo cognitivo INTERNET en 2019
  11. 11. @titonet
  12. 12. @titonet HEMOS DESTROZADO INTERNET
  13. 13. @titonet
  14. 14. @titonet INTERNET < DIGITAL
  15. 15. @titonet Digital = Tecnología X Cambios @titonet
  16. 16. @titonet CAMBIOS Relaciones Privacidad Compra Status Trabajo Confianza Conocimiento @titonet
  17. 17. @titonet “Es un hecho sin precedentes en la historia que una tecnología reorganice la forma productiva en la que una sociedad se organiza y transforme la distribución del conocimiento, al mismo tiempo.” @genisroca
  18. 18. @titonet 1995 2005 2015 2025 2035 2045 Ola 1 Ola 2 Ola 3 Ola 4 We are here ¿Dónde estamos ahora? @titonet
  19. 19. @titonet@titonet
  20. 20. @titonet ¿QUÉ PODEMOS A HACER?
  21. 21. @titonet ¿QUÉ PODEMOS A HACER? + MARKETING
  22. 22. @titonet Clásico Digital De a @titonet
  23. 23. @titonet MARKETING DIGITAL Contenidos Redes sociales Publicidad Digital Seo / Sem Inbound Analytics Influencers CRM @titonet
  24. 24. @titonet@titonet
  25. 25. @titonet MARKETING DIGITAL Contenidos Redes sociales Publicidad Digital Seo / Sem Inbound Analytics Influencers CRM @titonet
  26. 26. @titonet Diseño de productos Y distribución Etapas del marketing PRODUCT Al servicio Del negocio 60’s – 70’s Construcción Posiciones ADVERTISING Mejora margen Y ventas 80’s – 90’s Acercamiento producto / servicio EXPERIENCES Orientación al Cliente 00’s – 10’s Creación propuestas de disrupción INNOVATION STARTUPS PYMES DIGITALES Innovación sistemática 20’s – 30’s @titonet
  27. 27. @titonet MARKETING CLÁSICO Innovación sistemática Orientación al Cliente Mejora margen & ventas Al servicio del negocio @titonet
  28. 28. @titonet TRANSFORMACIÓN DEL NEGOCIO Viene por la DIGITALIZACIÓN MARKETING
  29. 29. @titonet NO VA DE INVENTAR COSAS NUEVAS ¿Cómo cogemos esos super poderes? MARKETING CLASICO + tecnología @titonet
  30. 30. @titonet MARKETING DIGITAL Innovación sistemática Orientación al Cliente Mejora margen & ventas Al servicio del negocio + DATOS & TECNOLOGÍA PARA 1. Menos errores 2. Personalizar a escala @titonet
  31. 31. @titonet CUSTOMER ORIENTATION DATA COMMUNICATIONDISTRIBUTION PRICING PRODUCTS
  32. 32. @titonet 5 PASOS para saber tu grado de digitalización de tu marketing
  33. 33. @titonet Dime cuántos segmentos gestionas, te diré tu grado marketización 1a.
  34. 34. @titonet POR QUÉ TE COMPRAN % % % %
  35. 35. @titonet ¿CUAL ES TU CLIENTE + VALIOSO? INTERESADOS ENTUSIASTAS FANTÁTICOSCURIOSOS ACTIVOS INACTIVOS ACTIVOS INACTIVOS ACTIVOS INACTIVOS ACTIVOS INACTIVOS
  36. 36. @titonet Dime si segmentas por digitalización y te diré tu grado de digitalización 1b.
  37. 37. @titonet 37 NIVEL DIGITALTILZACIÓN Bajo Medio Alto Top Bajo Medio Alto Top TU CLIENTE MÁS VALIOSO, ¿ES DIGITAL? VALOR de CLIENTES
  38. 38. @titonet 38 NIVEL DIGITALTILZACIÓN Bajo Medio Alto Top VALOR de CLIENTES Bajo Medio Alto Top ¿QUÉ PROPONES A CADA CLIENTE? DIGITA LIZAR NEW PROD UCTS ABAN DONA R AUTO MATIZ AR
  39. 39. @titonet Dime cuántos automatismos tienes te diré tu grado de digitalización 2.
  40. 40. @titonet 40 PARA LA EMPRESA Bajo valor Alto Valor PARA EL CLIENTE Bajo Valor Alto Valor ¿CUALES SON LAS INTERACCIONES DE VALOR? AUTO MATIZ AR EXPL OTAR ABAN DONA R SIMPLI FICAR
  41. 41. @titonet ¿Cuantas interacciones de bajo valor has automatizado?
  42. 42. @titonet Cuantos más segmentos gestionas, más fácil es crear nuevas propuestas de valor 3.
  43. 43. @titonet MERCADO PRODUCTOS SERVICIOS @titonet
  44. 44. @titonet PRESENTE FUTUROADYACENTE
  45. 45. @titonet Dime cuál es tu ecosistema y te diré tu grado de digitalización 4.
  46. 46. @titonet
  47. 47. @titonet 4 BARRERAS A LA COLABORACIÓN SOMOS LOS MEJORES ME GUARDO INFORMACIÓN QUÉ NECESITAS CÓMO FACTURAMOS
  48. 48. @titonet SEGMENTACIÓN NADA UN POCO CASI ESTAMOS ESTAMOS A TOPE COLABORACIÓN AUTOMATIZACIÓN PROPUESTAS DE VALOR SEGMENTACIÓN (DIGITAL)
  49. 49. @titonet ESTAMOS A TIEMPO CON EL DIGITAL HEMOS DESTROZADO INTERNET
  50. 50. @titonet
  51. 51. @titonet INTERNET < DIGITAL < ERA DIGITAL
  52. 52. @titonet@titonet
  53. 53. @titonet@titonet
  54. 54. @titonet
  55. 55. @titonet
  56. 56. @titonet GRACIAS @titonet gracias Presentación disponible en http://www.titonet.com

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