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Retos de la Digitalización

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Retos de la Digitalización presentado por Angélica Hernández de Orangina Schweppes en el III Foro Aebrand | Nuevos retos, nuevos roles

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Retos de la Digitalización

  1. 1. III Foro aebrand | Nuevos retos, nuevos roles Retos de la Digitalización Angélica Hernández Digital Manager Orangina Schweppes 17 de junio de 2015 Auditorio Rafael del Pino
  2. 2. Dejadme que me presente @peliangelica peliangelica@gmail.com
  3. 3. Sobre la transformación digital 3
  4. 4. Sobre la transformación digital “En los próximos 10 años dejarán de existir el 40 por ciento de las compañías  actuales, a menos que inicien una estrategia de adopción de nuevas  tecnologías. Aunque el 87 por ciento de los directores actuales consideran  vital volverse digitales, sólo un 7 por ciento tienen una estrategia preparada” “Nuevas compañías digitales han irrumpido en mercados tradicionales, y las  compañías tradicionales deben entender y asumir que o se digitalizan o van a  ser devoradas por estas compañías digitales”
  5. 5. “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” - Charles Darwin 5
  6. 6. Retos y oportunidades Hoy el mundo digital es de … DIGITAL USERS …. Están por encima de los 30 años Usan las nuevas tecnologías como medios y formas  de  comunicación Tienen acceso a ellas desde el comienzo del siglo XXI 
  7. 7. Retos y oportunidades Mañana el mundo digital será de … LOS NATIVOS  DIGITALES…. Tienen entre 12 y 17 años La tecnología forma parte de su educación de cómo entienden la sociedad La tecnología forma parte de su educación de cómo entienden la sociedad Tienen acceso a ella desde que nacieron
  8. 8. Retos y oportunidades 8 NUESTROS FUTUROS STAKEHOLDERS SERÁN  NATIVOS DIGITALES Se transforman y transformarán los  Canales de Comunicación con los  Clientes y Consumidores Se transforman los canales de venta Se transforman los procesos  internos y surgen nuevos modelos  de negocio
  9. 9. Que es digitalizarse?
  10. 10. Retos dentro de la compañía
  11. 11. Retos dentro de la compañía
  12. 12. Retos dentro de la compañía
  13. 13. Retos hacia el exterior: consumidores y clientes Consumer Understanding
  14. 14. Retos hacia el exterior: consumidores y clientes Consumer Understanding
  15. 15. Retos hacia el exterior: consumidores y clientes Consumer Communication
  16. 16. Retos hacia el exterior: consumidores y clientes Consumer Selling
  17. 17. Retos hacia el exterior: consumidores y clientes Consumer Care
  18. 18. ¡Gracias! www.aebrand.org

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