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01/03/2013 Foxize SchoolEl Impacto Digitalen el Marketingde las EmpresasMau SantambrosioMarketing & Brand Strategy        ...
PRIMERA PARTE:                     ¿QUÉ ESTÁ PASANDO?Wide Connected Strategies, 2013
LA INDUSTRIA DISCOGRÁFICA   1888                                         1963           1980            1998              ...
LA INDUSTRIA DISCOGRÁFICA   1888                                         1963           1980            1998              ...
UNABUENA YUNA MALANOTICIA
VIVIREMOS HASTALOS 100 AÑOSUNA      TRABAJAREMOSBUENA Y HASTA LOS 80UNA MALANOTICIA
+VIDA                               +VELOCIDAD    LABORAL                         X   DEL CAMBIO   = #@!                  ...
NINGUNO   ESTAMOS A       SALVO    NO HAY ADÓNDE CORRER       TODO LO     QUE HACES      BIEN HOY,       OTRO LO    HARÁ M...
SERPERMEABLESAL CAMBIO
CAMBIAR ES                                     DIFÍCIL Y                                   DOLOROSO                       ...
EL NUEVO MODELOCUATRO FUERZAS EMERGENTESWide Connected Strategies, 2013
#1ECONOMÍA DIGITALPERMITE EL INTERCAMBIO DE BIENESA COSTE CERO PARA AMBAS PARTESWide Connected Strategies, 2013
#2ECONOMÍA EN REDEL ENLACE ES UN SALTO CUÁNTICOQUE BORRA TODAS LAS BARRERASWide Connected Strategies, 2013
#3ECONOMÍA DE LA DIVERSIDADAFLORA LA RIQUEZA ESCONDIDA TRASLA ECONOMÍA DE MASAS
#4ECONOMÍA DE LA ATENCIÓNLA ATENCIÓN ES TAN ESCASAQUE YA NO SE PUEDE COMPRARWide Connected Strategies, 2013
LA NUEVA                               DIGITALECONOMÍA                                      ABUNDANCIA                    ...
LA NUEVA                               DIGITALECONOMÍA                                      FACILITADOR                   ...
LOS BITS NO REEMPLAZARÁNA LOS ÁTOMOSLO DIGITAL VIENE A CONVERGER CON LOANALÓGICO Y A CREAR NUEVAS FÓRMULAS
SEGUNDA PARTE:                                   ADOPTAR LAS                                  HERRAMIENTAS                ...
PASO#1CONOCER A TU CONSUMIDOR
EL NUEVO CONSUMIDORHIPERCONECTADOESTÁ A SEIS GRADOS DE CUALQUIER PERSONA
EL NUEVO CONSUMIDORHIPERINFORMADOES UN COMPRADOR MUCHO MÁS INTELIGENTEWide Connected Strategies, 2013
EL NUEVO CONSUMIDOR24X7X365SIEMPRE ESTÁ CONECTADO                         FOTO: SIMONAK
EL NUEVO CONSUMIDORMULTICANALCOMPRA EN CUALQUIER LUGARWide Connected Strategies, 2013
EL NUEVO CONSUMIDORCON VOZ PROPIAY CONFÍA EN LA VOZ DE SUS SEMEJANTESWide Connected Strategies, 2013
EL NUEVO CONSUMIDORPROSUMERPRODUCE Y CONSUME CONTENIDO
EL NUEVO CONSUMIDORCOMPRA EXPERIENCIASNO PRODUCTOSWide Connected Strategies, 2013
PASO#2DEFINE TU ESTRATEGIAWide Connected Strategies, 2013
DEFINE TU ESTRATEGIA                                   PUSH                                   PULLDOS MODELOS DECOMERCIALI...
DEFINE TU ESTRATEGIA        Inmuebles         Vehículos                                      Fidelidad cliente          Pe...
DEFINE TU ESTRATEGIA      PROPIOS                     GANADOS                                            PROPIOS   GANADOS...
PASO#3ESCUCHAR
ESCUCHAR  PARA DETECTAR E  IDENTIFICAR                                  OPORTUNIDADES                                  NEC...
PASO#4PARTICIPARWide Connected Strategies, 2013
PARTICIPARLA VOZDE LA EMPRESAANTES LAS MARCASCOMUNICABAN DESDESU PÚLPITOWide Connected Strategies, 2013
PARTICIPARLA VOZDE LA EMPRESAAHORA LA MARCAESTÁ EN LACONVERSACIÓN.PARTICIPA DE ELLA YSE RELACIONA CONLOS CONSUMIDORES.SE C...
PASO#5FACILITAR EL PROCESO
FACILITAR EL PROCESOEL EMBUDODE CONVERSIÓNNO TODO ESVISIBILIDAD.LA COMPRA ES UNPROCESO QUE LAMARCA DEBE FACILITAREN CADA E...
FACILITAR EL PROCESOEL EMBUDODE CONVERSIÓNLO QUEOCURREA CADAPASO.Wide Connected Strategies, 2013
PASO#6TU ECOSISTEMA DIGITAL
TU ECOSISTEMA DIGITAL            CAPTURAR              TRANSFORMAR       DISTRIBUIR                  TRÁFICO            CO...
PASO#7EXTRAER CONOCIMIENTO
EXTRAER CONOCIMIENTO                         LA INTELIGENCIA                       ES LA CAPACIDAD DE                    A...
EXTRAER CONOCIMIENTO                      LA CAPACIDAD DE                   REACCIÓN Y ADAPTACIÓN                  DEPENDE...
Muchas Gracias                                          mau@wide-marketing.com                                          ma...
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El impacto digital en el marketing de las empresas

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Las redes digitales nos han cambiado. Han cambiado la forma en que nos relacionamos, la forma en que capturamos, generamos y distribuimos valor a cada uno de los públicos relevantes de la empresa. El marketing ha cambiado radicalmente, y esto afecta a todos los que participan en las labores de marketing dentro de la empresa.

El trabajo que haces cada día ha cambiado, y volverá a cambiar pronto. El ritmo del cambio se acelera y necesitamos acelerar nuestro ritmo de adaptación. El nuevo modelo de producción que está forjando la revolución digital deja a su paso grandes desafíos y oportunidades para las empresas y las personas que pueden tomar decisiones en estas empresas. Nunca el cambio ha sido tan accesible, nunca las oportunidades han estado tan equidistantes de todo el mundo. La brecha digital es el obstáculo a vencer.

La adaptación digital es, quizás, el desafío más importante que tengan que afrontar las empresas en los próximos años.

Este curso aborda de forma práctica, y a través de casos destacados, la forma en que estos cambios afectan al ecosistema de marketing, y una primera aproximación sobre cómo incorporar las herramientas digitales de marketing al engranaje comercial de la empresa.

Published in: Business
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that 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 that 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 That 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 That 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 that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that 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 that 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 That 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 That 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 that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that 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 that 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 That 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 That 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 that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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El impacto digital en el marketing de las empresas

  1. 1. 01/03/2013 Foxize SchoolEl Impacto Digitalen el Marketingde las EmpresasMau SantambrosioMarketing & Brand Strategy Febrero 2013
  2. 2. PRIMERA PARTE: ¿QUÉ ESTÁ PASANDO?Wide Connected Strategies, 2013
  3. 3. LA INDUSTRIA DISCOGRÁFICA 1888 1963 1980 1998 1993 2001 LA INDUSTRIA DE LA INFORMACIÓN1768 1991 1993 2001 2008 2009 1.000$ 99$ 0$ 70$ -$ 1998 2004 1985 Wide Connected Strategies, 2013
  4. 4. LA INDUSTRIA DISCOGRÁFICA 1888 1963 1980 1998 1993 2001EL CAMBIO SE ACELERA Apple tardó 24 años en vender 63 millones de iMacs, 12 años en vender los mismos iPods, 8 años los LA INDUSTRIA DEy sólo 2 años para los iPads mismos iPhones LA INFORMACIÓN1768 El mundo se desarrolla de forma exponencial 1991 1993 2001 2008 2009 1.000$ 99$ 0$ 70$ -$ 1998 2004 1985 Wide Connected Strategies, 2013
  5. 5. UNABUENA YUNA MALANOTICIA
  6. 6. VIVIREMOS HASTALOS 100 AÑOSUNA TRABAJAREMOSBUENA Y HASTA LOS 80UNA MALANOTICIA
  7. 7. +VIDA +VELOCIDAD LABORAL X DEL CAMBIO = #@! TENDREMOS QUE APRENDER MÁS Y MÁS DEPRISAWide Connected Strategies, 2013
  8. 8. NINGUNO ESTAMOS A SALVO NO HAY ADÓNDE CORRER TODO LO QUE HACES BIEN HOY, OTRO LO HARÁ MEJOR MAÑANA FOTO: MOTA
  9. 9. SERPERMEABLESAL CAMBIO
  10. 10. CAMBIAR ES DIFÍCIL Y DOLOROSO NO HACERLO ES TODAVÍA PEORWide Connected Strategies, 2013
  11. 11. EL NUEVO MODELOCUATRO FUERZAS EMERGENTESWide Connected Strategies, 2013
  12. 12. #1ECONOMÍA DIGITALPERMITE EL INTERCAMBIO DE BIENESA COSTE CERO PARA AMBAS PARTESWide Connected Strategies, 2013
  13. 13. #2ECONOMÍA EN REDEL ENLACE ES UN SALTO CUÁNTICOQUE BORRA TODAS LAS BARRERASWide Connected Strategies, 2013
  14. 14. #3ECONOMÍA DE LA DIVERSIDADAFLORA LA RIQUEZA ESCONDIDA TRASLA ECONOMÍA DE MASAS
  15. 15. #4ECONOMÍA DE LA ATENCIÓNLA ATENCIÓN ES TAN ESCASAQUE YA NO SE PUEDE COMPRARWide Connected Strategies, 2013
  16. 16. LA NUEVA DIGITALECONOMÍA ABUNDANCIA - DIVERSIDAD INDIVIDUO ++ COLECTIVO RED - ++ - - ESCASEZ ATENCIÓNWide Connected Strategies, 2013
  17. 17. LA NUEVA DIGITALECONOMÍA FACILITADOR - DIVERSIDAD COOPERACIÓN ++ CONECTAR RED - ++ -ECONOMÍA DE -RELACIONES COMUNIDAD ATENCIÓNWide Connected Strategies, 2013
  18. 18. LOS BITS NO REEMPLAZARÁNA LOS ÁTOMOSLO DIGITAL VIENE A CONVERGER CON LOANALÓGICO Y A CREAR NUEVAS FÓRMULAS
  19. 19. SEGUNDA PARTE: ADOPTAR LAS HERRAMIENTAS DIGITALESWide Connected Strategies, 2013
  20. 20. PASO#1CONOCER A TU CONSUMIDOR
  21. 21. EL NUEVO CONSUMIDORHIPERCONECTADOESTÁ A SEIS GRADOS DE CUALQUIER PERSONA
  22. 22. EL NUEVO CONSUMIDORHIPERINFORMADOES UN COMPRADOR MUCHO MÁS INTELIGENTEWide Connected Strategies, 2013
  23. 23. EL NUEVO CONSUMIDOR24X7X365SIEMPRE ESTÁ CONECTADO FOTO: SIMONAK
  24. 24. EL NUEVO CONSUMIDORMULTICANALCOMPRA EN CUALQUIER LUGARWide Connected Strategies, 2013
  25. 25. EL NUEVO CONSUMIDORCON VOZ PROPIAY CONFÍA EN LA VOZ DE SUS SEMEJANTESWide Connected Strategies, 2013
  26. 26. EL NUEVO CONSUMIDORPROSUMERPRODUCE Y CONSUME CONTENIDO
  27. 27. EL NUEVO CONSUMIDORCOMPRA EXPERIENCIASNO PRODUCTOSWide Connected Strategies, 2013
  28. 28. PASO#2DEFINE TU ESTRATEGIAWide Connected Strategies, 2013
  29. 29. DEFINE TU ESTRATEGIA PUSH PULLDOS MODELOS DECOMERCIALIZACIÓN Wide Connected Strategies, 2013
  30. 30. DEFINE TU ESTRATEGIA Inmuebles Vehículos Fidelidad cliente Personal Valor percibido Nuestra web Reputación Marca PROPIOS GANADOS Boca a boca Estrategias, ideas Difusión gratuita Ventajas Recomendación competitivas Comentarios Producto Visibilidad PAGADOSTRES TIPOS PublicidadDE RECURSOS Promociones PatrociniosDE MARKETING ... Wide Connected Strategies, 2013
  31. 31. DEFINE TU ESTRATEGIA PROPIOS GANADOS PROPIOS GANADOS PAGADOS PAGADOS PUSH PULLWide Connected Strategies, 2013
  32. 32. PASO#3ESCUCHAR
  33. 33. ESCUCHAR PARA DETECTAR E IDENTIFICAR OPORTUNIDADES NECESIDADES TENDENCIAS REFERENTES Y LÍDERES SEGMENTOS Y NICHOS FALLOS Y ERRORESWide Connected Strategies, 2013
  34. 34. PASO#4PARTICIPARWide Connected Strategies, 2013
  35. 35. PARTICIPARLA VOZDE LA EMPRESAANTES LAS MARCASCOMUNICABAN DESDESU PÚLPITOWide Connected Strategies, 2013
  36. 36. PARTICIPARLA VOZDE LA EMPRESAAHORA LA MARCAESTÁ EN LACONVERSACIÓN.PARTICIPA DE ELLA YSE RELACIONA CONLOS CONSUMIDORES.SE CREANCOMUNIDADES ENTORNO A LA MARCAWide Connected Strategies, 2013
  37. 37. PASO#5FACILITAR EL PROCESO
  38. 38. FACILITAR EL PROCESOEL EMBUDODE CONVERSIÓNNO TODO ESVISIBILIDAD.LA COMPRA ES UNPROCESO QUE LAMARCA DEBE FACILITAREN CADA ETAPAWide Connected Strategies, 2013
  39. 39. FACILITAR EL PROCESOEL EMBUDODE CONVERSIÓNLO QUEOCURREA CADAPASO.Wide Connected Strategies, 2013
  40. 40. PASO#6TU ECOSISTEMA DIGITAL
  41. 41. TU ECOSISTEMA DIGITAL CAPTURAR TRANSFORMAR DISTRIBUIR TRÁFICO CONVERTIR VALOR CONTENIDO SAMPLING EXPERIENCIAS ORGANIZACIÓN INFORMACIÓN COMUNIDAD SOPORTE RECONOCIMIENTO VIRALIDAD ENGAGEMENT AFILIACIÓN COMUNIDAD WEBSITE PRESCRIPCIÓN ESPACIO DIGITAL DE LA MARCA INFORMACIÓN CLIENTES VENTAS APOYO COMERCIAL CONSUMER INSIGHTS FEEDBACK VENTAS MEJORAR EL CANALWide Connected Strategies, 2013
  42. 42. PASO#7EXTRAER CONOCIMIENTO
  43. 43. EXTRAER CONOCIMIENTO LA INTELIGENCIA ES LA CAPACIDAD DE ANALIZAR LA INFORMACIÓN PARA UTILIZARLA EN LA RESOLUCIÓN DE PROBLEMAS DATOS CONOCIMIENTOWide Connected Strategies, 2013
  44. 44. EXTRAER CONOCIMIENTO LA CAPACIDAD DE REACCIÓN Y ADAPTACIÓN DEPENDE DE LA VELOCIDAD CON LA QUE ANALIZA LA INFORMACIÓN Y SE TOMAN LAS DECISIONES.Wide Connected Strategies, 2013
  45. 45. Muchas Gracias mau@wide-marketing.com mausantambrosio Mau Santambrosio @mausant marketing&brand strategy wwww.marketingdelretail.com www.wide-marketing.comWide Connected Strategies, 2013

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