La efectividad del marketing digital y el nuevo modelo de planificación

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Conferencia realizada por Juan Carlos Samper durante el Digital Day IAB Colombia en Medellín.

Published in: Business

La efectividad del marketing digital y el nuevo modelo de planificación

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  4. 4. h d d / W W d Z Z W Z Z Z K Z ZZ / / ZZ Z Fuente: AA forecast. Datos y proyecciones de inversión publicitaria. Reino Unido.
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  8. 8. Octubre 24, 1994, HotWired hizo historia al colocar el primer banner en su sitio…. Saben que logró? 42% click through rate!
  9. 9. La efectividad de la publicidad online es dificil de medir cuando solo se considera un pedacito del pie…. Que pasa con el 99.5% de los que no hacen click? MARCA!!! Menos del 0.5% hacen click (5 in 1000)
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  12. 12. W ds W ds /EdZEd W W TV 64% TV 55% Friends/Relatives/Colleagues 58% Friends/Relatives/Colleagues 54% Printed brochures/ 53% 52% Salesperson at store Catalogues Fashion/Beauty magazines 49% Internet 52% Printed brochures/ Internet 45% 50% Catalogues Magazines (general interest) 42% Radio 46% Salesperson at store 41% Newspapers 45% Newspapers 35% Magazines 44% Radio 34% Retailers 40% Retailers 32% Email/ e-newsletters / 40% Email/ e-newsletters / Membership scheme I join 31% Membership scheme I join Direct mail 34% Direct mail 28% Others 31% Others 25% ^ Y ^ Y ^ d
  13. 13. Daily/Almost daily 3-4 days a week 1-2 days a week 2-3 days a month Once a month or less often Never Regularly Use the internet for personal purposes 80% 12% 95% Watch TV 72% 10% 6% 8% 87% Use the internet for work/study purposes 69% 15% 7% 91% Listen to radio 52% 13% 11% 8% 10% 76% Listen to music (excl online on mobile phones) 49% 13% 10% 7% 17% 72% Read newspapers 31% 14% 19% 11% 16% 9% 64% Listen to music online 29% 13% 14% 7% 13% 24% 56% Listen to music on mobile phones 20% 9% 9% 5% 13% 44% 38% Read magazines 14% 13% 20% 17% 25% 12% 46% Access email on mobile phones 6% 10% 76% 12% Go to the movies 6% 19% 48% 24% 9% ^ Y D h d
  14. 14. ds ' W D ' Z ^ Z 87% 86% 89% 89% 89% 87% 83% 88% 87% 87% 87% 82% 85% 89% Daily/Almost daily 3-4 days a week 67% 67% 66% 70% 72% 70% 73% 74% 74% 71% 72% 73% 77% 78% 1-2 days a week 2-3 days a month 7% 9% 14% 13% 10% 10% 10% 7% 5% 11% 10% 9% 10% 6% 9% 5% 5% 6% 7% 8% 1% 4% 7% 5% 6% 5% 5% 6% Once a month or less 12% 14% often 8% 9% 7% 11% 8% 7% 9% 8% 10% 6% 6% 6% d D h ^ E W E E Never W W W ^ Y D h
  15. 15. ' W D ' Z ^ Z 76% 75% 78% 77% 78% 78% 72% 80% 76% 72% 76% 77% 76% 76% Daily/Almost daily 47% 48% 47% 52% 52% 52% 52% 53% 52% 55% 52% 52% 3-4 days a week 59% 60% 1-2 days a week 16% 15% 14% 13% 13% 14% 15% 14% 13% 13% 14% 6% 16% 6% 11% 10% 2-3 days a month 11% 10% 14% 12% 11% 11% 10% 12% 10% 10% 7% 9% 7% 5% 6% 5% 7% 5% 9% 6% 6% 5% 6% 6% 5% 8% 9% 9% 8% 9% Once a month or less 8% 8% 10% 7% 4% 6% 8% 16% 16% often 10% 11% 9% 7% 10% 12% 9% 10% 12% 10% 11% 10% d D h ^ E W E E Never W W W ^ Y D h
  16. 16. / ' W D ' Z ^ Z 95% 95% 96% 95% 95% 96% 96% 97% 95% 95% 96% 89% 94% 97% Daily/Almost daily 57% 3-4 days a week 80% 80% 80% 75% 78% 78% 76% 82% 81% 81% 81% 81% 84% 1-2 days a week 23% 2-3 days a month 16% 12% 13% 12% 11% 12% 10% 12% 9% Once a month or less 10% 11% 11% 11% 10% 5% often 5% 6% 7% d D h ^ E W E E Never W W W ^ Y D h
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  18. 18. ' W D ' Z ^ Z 46% 47% 46% 38% 47% 56% 56% 54% 47% 38% 46% 52% 50% 42% 14% 13% 10% 13% 12% 9% 13% 9% 11% 14% 18% 19% 19% 17% Daily/Almost daily 13% 13% 16% 13% 13% 12% 12% 13% 13% 14% 13% 14% 13% 13% 3-4 days a week 15% 15% 21% 19% 20% 19% 22% 22% 20% 27% 21% 23% 23% 22% 21% 19% 1-2 days a week 18% 15% 17% 19% 17% 16% 18% 14% 16% 15% 13% 15% 2-3 days a month 26% 29% 26% 25% 23% 27% 25% 23% 27% 20% 20% 23% 26% 23% Once a month or less 13% 8% 17% often 12% 10% 12% 11% 10% 10% 9% 12% 9% 12% 11% d D h ^ E W E E Never W W W ^ Y D h
  19. 19. ' W D ' Z ^ Z 64% 65% 63% 56% 62% 69% 78% 73% 64% 54% 64% 73% 64% 63% 17% Daily/Almost daily 28% 23% 28% 31% 32% 30% 30% 31% 34% 35% 40% 42% 16% 52% 3-4 days a week 13% 13% 15% 15% 15% 14% 14% 14% 18% 13% 23% 12% 17% 1-2 days a week 13% 19% 19% 19% 17% 21% 19% 21% 11% 17% 11% 17% 13% 18% 20% 10% 2-3 days a month 11% 11% 13% 15% 11% 11% 11% 11% 8% 20% 9% 19% 7% 16% 14% 18% 17% 14% 9% 18% 16% 15% 18% 11% Once a month or less 12% 9% 14% often 9% 10% 9% 12% 8% 9% 8% 9% 9% 10% 8% 5% 6% d D h ^ E W E E Never W W W ^ Y D h
  20. 20. 60% Watch TV (n=1091) Listen to radio (n=1064) Use the internet for personal purposes (n=1165) Use the internet for work/study purposes (n=1145) Read magazines (n=1048) Read newspapers (n=1077) 50% 40% 30% 20% 10% 0% 6am to 9am 9am to Noon Noon to 2pm 2pm to 6pm 6pm to 9pm 9pm to Midnight Midnight to 6am ^ Y D h d t
  21. 21. 60% Watch TV (n=1091) Listen to radio (n=1064) Use the internet for personal purposes (n=1165) Use the internet for work/study purposes (n=1145) Read magazines (n=1048) Read newspapers (n=1077) 50% 40% 30% 20% 10% 0% 6am to 9am 9am to Noon Noon to 2pm 2pm to 6pm 6pm to 9pm 9pm to Midnight Midnight to 6am ^ Y D h d t
  22. 22. Not Important; Can live without it 2 3 4 Essential to my life Total 5% 8% 26% 34% 26% ^ Y / d
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  24. 24. Website donde prefiere encontrar publicidad , D NSE 1 NSE 2 NSE 3 NSE 4 NSE 5 NSE 6 En páginas de Internet 62% En el correo electrónico 47% En buscadores 34% En programas de mensajería instantánea 12% Base: 7.409 Total Internautas
  25. 25. Nivel saturación de publicidad percibido en los diferentes medios Base: 7.409 Total Internautas
  26. 26. Reacciones ante el impacto de la publicidad Internet motiva la búsqueda de información complementaria Base: 7.409 Total Internautas
  27. 27. Evaluación de los medios en cuanto a la publicidad Internet Televisión Prensa Revistas Radio Ninguna Base: 7.409 Total Internautas
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  31. 31. Y ahora…..las 4 C del Marketing Digital Canal Contenido Comercio Comunidad
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  33. 33. • • ^/ 11 /0 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 6/ 20 12 07 /0 6/ 20 07 0% 13 /0 6/ 20 14 07 /0 6/ 20 15 07 /0 6/ 20 16 07 /0 6/ 20 17 07 /0 d 6/ 20 18 07 /0 6/ 20 19 07 /0 6/ 20 20 07 /0 55% 6/ 20 21 07 /0 6/ 20 22 07 /0 6/ 20 23 07 /0 6/ 20 24 07 /0 6/ 20 25 07 /0 6/ 20 26 07 /0 6/ 20 27 07 /0 65% 6/ 20 28 07 /0 6/ 20 29 07 /0 6/ 20 30 07 /0 6/ 20 01 07 /0 7/ 20 02 07 /0 7/ 20 03 07 /0 7/ 20 04 07 /0 75% 7/ 20 05 07 ds /0 7/ 20 06 07 /0 7/ 20 07 07 /0 7/ 20 08 07 /0 7/ 20 09 07 /0 7/ 20 07 80%
  34. 34. ds h • Frequenc Trps Cover Unique y Cost Build Cover £ • Wk1 100 55% 55% 2 375,000 Wk2 100 65% 10% 3 375,000 Wk3 100 75% 10% 4 375,000 • ^ Wk4 100 80% 5% 5 375,000 Total 400 80% 80% 5 1,500,000
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