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Ponencia de Germán Piñeiro en el I Foro Profesional de Cloud - Marketing y Ventas

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Presentación empleada por Germán Piñeiro -Consultor de Marketing y CEO del Grupo Iniciativas Virtuales- en el marco del I Foro Profesional de Cloud (Jornada Marketing y Ventas) celebrado en Madrid el 27 de noviembre de 2012.

La ponencia recibió el título de "Cloud Marketing, si nuestros clientes están en la nube, hagamos marketing desde la nube"

Published in: Business
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Ponencia de Germán Piñeiro en el I Foro Profesional de Cloud - Marketing y Ventas

  1. 1. Madrid 27 de noviembre de 2012 El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube”Germán Piñeiro VázquezConsultor de Marketing - CEOGrupo Iniciativas Virtuales
  2. 2. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroIntroducciónNo es lo mismo estar en las nubes… que hacer marketing en la nube
  3. 3. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroLa evolución histórica del marketing1ª Fase: Orientación a la producción. 19202ª Fase: Orientación a la venta. 19503ª Fase: Orientación a los mercados. 19904ª Fase: Orientación al consumidor. 20015ª Fase: Era del consumidor digital. Algo ha cambiado en los últimos 15 años…
  4. 4. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroUn claro ejemplo de evolución… La publicidad Spot BMW Serie 3 - 1975 Spot BMW Serie 3 - 2012 Evolución en 37 años Ha cambiado la forma de conectar con los consumidores…
  5. 5. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroLa evolución de la comunicación comercial 1. Unidireccional 2. Bidireccional 3. Multidireccional Online - Offline Ahora los usuarios y consumidores son un canal de comunicación…
  6. 6. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroConcepto de multidireccionalidad Smartphone + PC + Tablet + Smart TV + … Los consumidores manejan microaudiencias…
  7. 7. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroEl ciclo de vida de una promoción eficazUnidades 350 150 Acción promocional tipo 100 Tiempo Una adecuada promoción contribuirá a lograr objetivos a L/P…
  8. 8. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroCampaña multisoporte, costes de captación y ROI • Televisión: 1.100 € Producto: 45.000 € • Radio: 875 € Lanzamiento: 2007 • Prensa generalista: 560 € Alcance: Nacional • Prensa especializada: 315 € Duración: 120 días • Soportes exteriores: 295 € • Eventos y alternativo: 280 € • Internet y digital: 24 € ROI sin Internet: 4% ROI con Internet: 19% El área digital rentabiliza la inversiones en otras áreas…
  9. 9. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroTrazabilidad de las relaciones con el cliente CRM CRM Información en tiempo real sobre nuestra actividad de marketing…
  10. 10. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroPapel de la tecnología en el cloud marketing • Recogida de información. (Multicanal) • Recuperación de la información. • Análisis de la información. • Automatización de tareas. • Conocer las necesidades del cliente. Nos permite • Conocer como llegar a el. • Identificar cual será el mejor momento. Emplear el conocimiento del cliente para generar valor…
  11. 11. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroCaptación de clientes por vías tradicionales • Referidos por otros clientes. • Equipo comercial. • Publicidad en medios tradicionales. • Publicidad Exterior. • Ferias y eventos. • Etc. Información CRM Es necesario que la organización comparta la información…
  12. 12. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroCaptación de clientes en medios digitales • Visita directa a la web o landing. Visitante • Posicionamiento orgánico. • Enlaces patrocinados. Lead • Marketing de afiliación. • Marketing de contenidos. • Redes sociales. Información • Campañas publicitarias. • Patrocinios. • Conversión Etc. Total seguimiento automatizado del cliente…
  13. 13. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroRetención de clientes en la nube • Conocer al cliente. • Escuchar y conversar con el. • Crear una relación más allá de la transacción. • Cuantificar el valor del cliente. Nos permitirá • Medir su grado de fidelidad. • Medir su capacidad de prescripción. Empleemos la información que nos ofrece el cliente…
  14. 14. El Cloud Marketing “Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán PiñeiroConclusiones• Solo hay un marketing, el que es efectivo.• La estrategia es lo principal en el marketing.• La tecnología incorpora nuevas posibilidades.• El verdadero potencial está en la combinación, no en las acciones aisladas. 1+1=3 El cloud marketing consiste en conseguir más con menos…
  15. 15. El Cloud Marketing“Si nuestros clientes están en la nube hagamos marketing desde la nube” Germán Piñeiro Vázquez Consultor de Marketing - CEO Grupo Iniciativas Virtuales www.iniciativasvirtuales.com

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