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Smash tech digitalmediasummit_laspalmas_isabel

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Tendencias de marketing y nuevos formatos de publicidad: branded content, publicidad nativa y app content marketing. Definición de formatos, datos del sector y ejemplos.

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Smash tech digitalmediasummit_laspalmas_isabel

  1. 1. Una buena historia vale más que mil palabras …y es clave en la estrategia de negocio 24/04/2015
  2. 2. Isabel Sánchez Dircom & Business Developer Branded Content Manager
  3. 3. I’m a story lover!!!
  4. 4. De camino al Auditorio, ¿cuántos anuncios de marcas habéis visto hoy?
  5. 5. Buzz!!!
  6. 6. Una historia marca la diferencia
  7. 7. Budweiser | Super Bowl 1995 Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  8. 8. Budweiser | Super Bowl 2014 Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  9. 9. Engagement
  10. 10. Publicidad Nativa App Content MarketingBranded Content
  11. 11. Publicidad Nativa App Content MarketingBranded Content
  12. 12. Definición Branded Content |IAB “Branded Content es un contenido relevante, entretenido o interesante, de aspecto no publicitario, generado por una marca para crear audiencia y conectar con ella. El contenido comunica de forma implícita los valores asociados a la marca, aunque ésta pasa a segundo plano” Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  13. 13. Definición Branded Content | @isanchezz “Branded content es una estrategia de comunicación de las marcas que apuestan por la co-producción o producción propia de contenidos (de entretenimiento, información o educación) de gran interés para los usuarios. Los atributos y valores de marca están presentes en todo el proceso narrativo desde el inicio de la historia y se presentan al público de forma no intrusiva y con una gran capacidad de engagement” Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  14. 14. Ejemplo Branded Content
  15. 15. Ejemplo de Branded Content
  16. 16. Se estima que este año se registrarán a nivel global unos 75B $ en Branded Content (Estudio: 2014) Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  17. 17. Publicidad Nativa App Content MarketingBranded Content
  18. 18. Definición Publicidad Nativa | IAB USA “Una fórmula de medios pagados donde la experiencia publicitaria ofrece la misma forma y función y experiencia de usuario que el resto de contenidos del espacio donde se ubica” Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  19. 19. Formatos de Publicidad Nativa Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  20. 20. Ejemplo Publicidad Nativa Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  21. 21. Ejemplo Publicidad Nativa Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  22. 22. Se estima que este año USA registrará 1.9B $ en Publicidad Nativa (Estudio: 18-02-2015) Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  23. 23. Publicidad Nativa App Content MarketingBranded Content
  24. 24. Definición App Content Marketing “ App Content Marketing es la estrategia de comunicación que se lleva a cabo para aumentar los niveles de branding y visibilidad de una app a través de la publicación de artículos de opinión redactados por expertos que analizan y recomiendan aplicaciones” Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  25. 25. Ejemplo App Content Marketing Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  26. 26. App Content Marketing es una acción de Branding pero tiene un efecto directo en Performance ¡Nuevo! App Content Marketing Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  27. 27. No sin mi iPhone/iPad
  28. 28. En 2016 seremos 2 billones de usuarios de smartphones a nivel mundial | eMarketer
  29. 29. El negocio de las apps generó a nivel global 19.300 millones de euros en 2013 | Gartner
  30. 30. La pasión por las 'apps' en España genera 3,8 millones de descargas diarias
  31. 31. El valor de una app empieza por el número de usuarios activos que la utilizan. Paso previo: ¡descubrirla!
  32. 32. Canales de App Marketing Canales propios: Web, Newsletter, Redes Sociales… App Discovery Redes Display Medios Convencionales: TV, Prensa Escrita, Radio y Exterior Influencers y Early Adopters Artículos de apps en medios especializados Nota de Prensa a Medios Social Ads y Google Adwords
  33. 33. Canales de App Marketing Canales propios: Web, Newsletter, Redes Sociales… Medios Convencionales: TV, Prensa Escrita, Radio y Exterior Influencers y Early Adopters Artículos de apps en medios especializados Nota de Prensa a Medios Branding
  34. 34. Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  35. 35. Canales de App Marketing Canales propios: Web, Newsletter, Redes Sociales… App Discovery Redes Display Social Ads y Google Adwords Medios Convencionales: TV, Prensa Escrita, Radio y Exterior Influencers y Early Adopters Artículos de apps en medios especializados Nota de Prensa a Medios
  36. 36. Canales de App Marketing App Discovery Redes Display Social Ads y Google Adwords Performance
  37. 37. We Love Apps
  38. 38. iPadizate | App Content Marketing Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  39. 39. iPadizate | App Content Marketing Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  40. 40. PickASO | App Content Marketing Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  41. 41. PickASO | App Content Marketing Una historia vale más que mil palabras….y es clave en la estrategia de negocio| @isanchezz
  42. 42. La generación de contenidos es un factor fundamental en cualquier estrategia de negocio digital
  43. 43. GRACIAS!!! @isanchezz isabel@pickaso.com Fuente de todas las imágenes: Google

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