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Taller Marketing Digital - Ayuntamiento de Yebes (11/2014)

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Claves para hacer un plan de marketing digital eficaz.

Published in: Marketing
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS 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 THIS 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 THIS 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 THIS 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 THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS 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 THIS 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 THIS 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 THIS 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 THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS 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 THIS 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 THIS 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 THIS 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 THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS 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 THIS 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 THIS 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 THIS 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 THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Taller Marketing Digital - Ayuntamiento de Yebes (11/2014)

  1. 1. El Plan de Marketing Digital El Plan de Marketing Digital @Lauramontero00
  2. 2. Tenemos una misión
  3. 3. Y para ello necesitamos…
  4. 4. Y para ello es necesario… 1 Identificar a nuestros clientes
  5. 5. Y para ello es necesario… 2 Encontrarlos
  6. 6. 3 Segmentarlos
  7. 7. Y para ello es necesario… 4 Escucharlos
  8. 8. Y para ello es necesario… 5 Convencerlos
  9. 9. Y para ello es necesario… 6 Y retenerlos “Cuesta diez veces más captar a un nuevo cliente que conservar a uno ya existente”
  10. 10. No ha cambiado
  11. 11. El Plan de Marketing Digital @Lauramontero00
  12. 12. LA FORMA QUE ADOPTA UNA NECESIDAD MOLDEADA POR LA INFLUENCIA DE LA CULTURA Y LA PERSONALIDAD El Plan de Marketing Digital @Lauramontero00
  13. 13. DESEOS RESPALDADOS POR EL PODER DE COMPRA El Plan de Marketing Digital @Lauramontero00
  14. 14. PRODUCTOS, SERVICIOS, PERSONAS, LUGARES, EXPERIENCIAS El Plan de Marketing Digital @Lauramontero00
  15. 15. ADQUISICIÓN, ALQUILER, PRÉSTAMO, INTERCAMBIO, ETC… El Plan de Marketing Digital @Lauramontero00
  16. 16. PERCEPCIÓN DEL CONSUMIDOR CUMPLIMIENTO EXPECTATIVAS El Plan de Marketing Digital @Lauramontero00
  17. 17. Sí ha cambiado
  18. 18. Fuente: New Marketing – Intersection Consulting ANTES… El Plan de Marketing Digital @Lauramontero00
  19. 19. Fuente: New Marketing – Intersection Consulting AHORA… El Plan de Marketing Digital @Lauramontero00
  20. 20. El Plan de Marketing Digital @Lauramontero00
  21. 21. INTERNET El Plan de Marketing Digital @Lauramontero00
  22. 22. INTERNET El Plan de Marketing Digital @Lauramontero00
  23. 23. INTERACTIVO GLOBAL INMEDIATO PERMANENTE FRAGMENTADO El Plan de Marketing Digital @Lauramontero00
  24. 24. INTERACTIVO
  25. 25. El Plan de Marketing Digital @Lauramontero00
  26. 26. El Plan de Marketing Digital @Lauramontero00
  27. 27. El Plan de Marketing Digital @Lauramontero00
  28. 28. GLOBAL
  29. 29. El Plan de Marketing Digital @Lauramontero00
  30. 30. Técnico en Marketing Digital y Redes Sociales © inesdi 2010 © Laura Montero El Plan de Marketing Digital @Lauramontero00
  31. 31. El Plan de Marketing Digital @Lauramontero00
  32. 32. x 4,75 El Plan de Marketing Digital @Lauramontero00
  33. 33. “Por cada investigador de P&G hay 200 científicos o ingenieros en cualquier otra parte del mundo que son, al menos, tan buenos como nuestros empleados” “Es decir, un potencial de 1,5 millones de personas cuyo talento podríamos utilizar” El Plan de Marketing Digital @Lauramontero00
  34. 34. P&G creó la plataforma Connect + Develop y actualmente más del 50% de la innovación en sus productos procede de la colaboración con individuos ajenos a P&G El Plan de Marketing Digital @Lauramontero00 Connect and Develop: Inside Procter & Gamble’s New Model for Innovation, de Harvard Business Review
  35. 35. INMEDIATO
  36. 36. El Plan de Marketing Digital @Lauramontero00
  37. 37. El Plan de Marketing Digital @Lauramontero00
  38. 38. PERMANENTE
  39. 39. FRAGEMENTADO
  40. 40. El Plan de Marketing Digital @Lauramontero00
  41. 41. INTERNET El Plan de Marketing Digital @Lauramontero00
  42. 42. ¿CÓMO ES EL NUEVO CONSUMIDOR? 42
  43. 43. PROSUMER: Producer + Consumer El Plan de Marketing Digital @Lauramontero00
  44. 44. 44  Está informado y comparte la información con otros potenciales consumidores.  Es infiel y volátil, va a dónde mejor le tratan.  Impaciente, si no estás en dónde busca lo encontrará en otra parte.  Valida el mensaje y desconfían de la publicidad tradicional.  Innovador, le gusta participar dentro del proceso de creación de servicio o producto. El Plan de Marketing Digital @Lauramontero00
  45. 45. El Plan de Marketing Digital @Lauramontero00
  46. 46. Sección 1 > El impacto digital en los modelos de negocio El Plan de Marketing Digital @Lauramontero00
  47. 47. Sección 1 > El impacto digital en los modelos de negocio El Plan de Marketing Digital @Lauramontero00
  48. 48. El Plan de Marketing Digital @Lauramontero00
  49. 49. INTERNET El Plan de Marketing Digital @Lauramontero00
  50. 50. LAS MARCAS YA NO SE ANUNCIAN
  51. 51. SE RELACIONAN
  52. 52. SE RELACIONAN
  53. 53. SE RELACIONAN
  54. 54. COMPARTEN EXPERIENCIAS
  55. 55. COMPARTEN EXPERIENCIAS
  56. 56. El Plan de Marketing Digital @Lauramontero00
  57. 57. El Plan de Marketing Digital @Lauramontero00
  58. 58. BLENDED MARKETING
  59. 59. EL EFECTO PÉNDULO
  60. 60. EL MARKETING NO ENTIENDE DE MEDIOS DIGITALES O MEDIOS CONVENCIONALES ENTIENDE DE ESTRATEGIAS GLOBALES E INTEGRADAS, DONDE LOS MEDIOS SE RETROALIMENTAN El Plan de Marketing Digital @Lauramontero00
  61. 61. El Plan de Marketing Digital @Lauramontero00
  62. 62. EL PLAN DE MARKETING 62 Análisis de Situación Fijación de Objetivos Elaboración de Estrategias Tácticas y Plan de Acción Presupuesto y Control
  63. 63. EL PLAN DE MARKETING 63 Análisis de Situación Fijación de Objetivos Elaboración de Estrategias Tácticas y Plan de Acción Presupuesto y Control
  64. 64. Los datos, por sí mismos, no son información. Necesitan elaboración ANÁLISIS El Plan de Marketing Digital @Lauramontero00
  65. 65. ENTORNO CLIENTE MERCADO PRODUCTO ANÁLISIS El Plan de Marketing Digital @Lauramontero00
  66. 66. ENTORNO CLIENTE MERCADO PRODUCTO ANÁLISIS PEST ANÁLISIS El Plan de Marketing Digital @Lauramontero00
  67. 67. ENTORNO CLIENTE MERCADO PRODUCTO ANÁLISIS PEST POLÍTICO / LEGALES ECONÓMICOS SOCIO CULTURALES TECNOLÓGICOS ANÁLISIS El Plan de Marketing Digital @Lauramontero00
  68. 68. ENTORNO CLIENTE MERCADO PRODUCTO ANÁLISIS ANÁLISIS PEST DAFO El Plan de Marketing Digital @Lauramontero00
  69. 69. ENTORNO CLIENTE MERCADO PRODUCTO ANÁLISIS ANÁLISIS PEST DAFO COMPETENCIA El Plan de Marketing Digital @Lauramontero00
  70. 70. ENTORNO CLIENTE MERCADO PRODUCTO ANÁLISIS ANÁLISIS PEST DAFO COMPETENCIA AUDITORÍA DIGITAL El Plan de Marketing Digital @Lauramontero00
  71. 71. EL PLAN DE MARKETING 71 Análisis de Situación Fijación de Objetivos Elaboración de Estrategias Tácticas y Plan de Acción Presupuesto y Control
  72. 72. EL PLAN DE MARKETING 72 Análisis de Situación Fijación de Objetivos Elaboración de Estrategias Tácticas y Plan de Acción Presupuesto y Control
  73. 73. EN INTERNET ESTAMOS TODOS
  74. 74. Definiendo los actores que intervienen EMPRESA El Plan de Marketing Digital @Lauramontero00
  75. 75. CLIENTES EMPRESA PROVEEDORES EMPLEADOS ACREEDORES GOBIERNO ACCIONISTAS SOCIEDAD Definiendo los actores que intervienen El Plan de Marketing Digital @Lauramontero00
  76. 76. CLIENTES EMPRESA PROVEEDORES EMPLEADOS ACREEDORES GOBIERNO ACCIONISTAS SOCIEDAD Definiendo el público objetivo El Plan de Marketing Digital @Lauramontero00
  77. 77. OBJETIVOS Colaboradores motivados Satisfacción de clientes Obtención de beneficios El Plan de Marketing Digital @Lauramontero00
  78. 78. 78 CUANTITATIVOS • VENTAS • RENTABILIDAD • CUOTA CUALITATIVOS • POSICIONAMIENTO El Plan de Marketing Digital @Lauramontero00
  79. 79. CUANTITATIVOS • VENTAS • RENTABILIDAD • CUOTA Ventas (volumen, valor) Crecimiento Leads Bajas Engagement El Plan de Marketing Digital @Lauramontero00
  80. 80. CUANTITATIVOS • VENTAS • RENTABILIDAD • CUOTA Margen bruto Margen neto ROI … El Plan de Marketing Digital @Lauramontero00
  81. 81. CUANTITATIVOS • VENTAS • RENTABILIDAD • CUOTA PARTICIPACIÓN SHARE 2012 Mi Marca Marca X Marca Y Marca Z SHARE 2013 Mi Marca Marca X Marca Y Marca Z SHARE 2014 Mi Marca Marca X Marca Y Marca Z El Plan de Marketing Digital @Lauramontero00
  82. 82. SMART
  83. 83. Lo que no se mide, no existe El Plan de Marketing Digital @Lauramontero00
  84. 84. EL PLAN DE MARKETING 84 Análisis de Situación Fijación de Objetivos Elaboración de Estrategias Tácticas y Plan de Acción Presupuesto y Control
  85. 85. 85 CUALITATIVOS POSICIONAMIENTO • POSICIONAMIENTO «Cómo quieren las organizaciones que sus consumidores perciben sus productos» El Plan de Marketing Digital @Lauramontero00
  86. 86. No vendemos cosmética, vendemos belleza El Plan de Marketing Digital @Lauramontero00
  87. 87. POSICIONAMIENTO ATRIBUTOS BENEFICIOS USO CONSUMIDOR COMPETENCIA La imagen que ocupa la marca en la mente del consumidor El Plan de Marketing Digital @Lauramontero00
  88. 88. INDICADORES CLAVE DEL DESEMPEÑO
  89. 89. • SI ES ASÍ, ¿PUEDO HACER ALGO? 89 • SI EL DATO CAMBIA, ¿AFECTA? El Plan de Marketing Digital @Lauramontero00
  90. 90. EL PLAN DE MARKETING 90 Análisis de Situación Fijación de Objetivos Elaboración de Estrategias Tácticas y Plan de Acción Presupuesto y Control
  91. 91. CAPTACIÓN CONVERSIÓN ENGAGEMENT LEAD CLIENTE PRESCRIPTOR LEAD CLIENTE PRESCRIPTOR El Plan de Marketing Digital @Lauramontero00
  92. 92. TARGET El Plan de Marketing Digital @Lauramontero00 92
  93. 93. UN BUEN LEAD ES… MODELO BANT: TIMEFRAME ¿Cuáles son los plazos para tomar una decisión? 93 BUDGET ¿Tienen presupuesto? AUTHORITY ¿Tienen autoridad para decidir la compra? NEED ¿Qué necesidad/problema desean resolver? El Plan de Marketing Digital @Lauramontero00
  94. 94. El Plan de Marketing Digital @Lauramontero00
  95. 95. MODELOS Y FORMATOS DE COMPRA
  96. 96. Distintos modelos de compra según objetivos El Plan de Marketing Digital @Lauramontero00
  97. 97. CPM: Coste por millar CPC: Coste por click CPL: Coste por Lead CPA: Coste por Adquisición CVP: Coste por Visionado CPE: Coste por Engagement
  98. 98. CPM: Coste por millar • Se paga por impresión (visualización), independientemente de si hay click o no lo hay • Principalmente utilizado para Branding • Nos aporta Cobertura El Plan de Marketing Digital @Lauramontero00
  99. 99. CPM: Coste por millar CPC: Coste por click CPL: Coste por Lead CPA: Coste por Adquisición CVP: Coste por Visionado CPE: Coste por Engagement
  100. 100. CPC: Coste por click • Pagamos únicamente por el Click. Se usa habitualmente en redes que ofrecen un alto volumen de impresiones • Para campañas orientadas a generar tráfico El Plan de Marketing Digital @Lauramontero00
  101. 101. CPM: Coste por millar CPC: Coste por click CPL: Coste por Lead CPA: Coste por Adquisición CVP: Coste por Visionado CPE: Coste por Engagement
  102. 102. CPL: Coste por Lead • Se paga por solicitud de información/formulario registro cumplimentado (Lead generado) • El coste va en función del número de campos y de la calidad del Lead. • El objetivo es hacer BBDD para futuras acciones comerciales • Se puede hacer en entorno display, aunque los mejores resultados son en acciones de email mkt segmentado El Plan de Marketing Digital @Lauramontero00
  103. 103. CPM: Coste por millar CPC: Coste por click CPL: Coste por Lead CPA: Coste por Adquisición CVP: Coste por Visionado CPE: Coste por Engagement
  104. 104. CPA: Coste por Adquisición • Se paga por venta • Se suele encontrar en redes de afiliación El Plan de Marketing Digital @Lauramontero00
  105. 105. CPM: Coste por millar CPC: Coste por click CPL: Coste por Lead CPA: Coste por Adquisición CVP: Coste por Visionado CPE: Coste por Engagement
  106. 106. CPV: Coste por Visionado • Sólo se paga si hay visionado por un tiempo mínimo establecido El Plan de Marketing Digital @Lauramontero00
  107. 107. CPM: Coste por millar CPC: Coste por click CPL: Coste por Lead CPA: Coste por Adquisición CVP: Coste por Visionado CPE: Coste por Engagement
  108. 108. CPE: Coste por Engagement • Pagamos únicamente por el engagement del usuario. • Se mide de diferentes modos: tiempo de interacción superior a X sec, acción concreta… El Plan de Marketing Digital @Lauramontero00
  109. 109. CPM CPC, CPL, CPA, CPV… El Plan de Marketing Digital @Lauramontero00
  110. 110. El Plan de Marketing Digital @Lauramontero00
  111. 111. ROI (Return On Investment) Ganancia sobre lo invertido Por cada € que invierto ¿cuánto recupero? El Plan de Marketing Digital @Lauramontero00
  112. 112. 112 ((BENEFICIOS – COSTES) / COSTES) = ROI ROI = 0 Recupero inversión, no gano nada ROI > 0 Ganancias ROI < 0 Pérdidas Es el resultado de la diferencia entre los beneficios generados por una acción y el coste que supone realizarla. El Plan de Marketing Digital @Lauramontero00
  113. 113. Y ahora… qué? El Plan de Marketing Digital @Lauramontero00
  114. 114. ACCIONES Y CAMPAÑAS ONLINE
  115. 115. SEM MKT Digital Display SEO Afiliación Email Mkt SMM Mobile INBOUND MARKETING + + = SMM SEO MARKETING CONTENIDOS El Plan de Marketing Digital @Lauramontero00
  116. 116. SEM SEO Email SMM Afiliación Mobile Otros Search Engine Marketing El Plan de Marketing Digital @Lauramontero00
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  118. 118. Search Optimization Marketing Posicionamiento orgánico de nuestro site en los primeros lugares de los buscadores SEM SEO Email SMM Afiliación Mobile Otros El Plan de Marketing Digital @Lauramontero00
  119. 119. 80% SEM SEO Email SMM Afiliación Mobile Otros El Plan de Marketing Digital @Lauramontero00
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  124. 124. El Plan de Marketing Digital @Lauramontero00
  125. 125. Laura Montero @Lauramontero00

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