This document discusses the history of marketing and its relationship to traditional commerce. While commerce has focused on relationships with clients for over 10,000 years, modern marketing originated around 100 years ago and initially focused more on consumers through advertising. However, the document argues that successful marketing has always been about building relationships over time through direct engagement with potential customers. New digital marketing channels allow for more personalized conversations with audiences at a large scale.

1. Is Digital Marketing
really “New”?
Lessons from Traditional and
New Marketing
Ezequiel Triviño
Director - Creative Business Solutions
DDB España
November, 18th, 2010

2. 2

3. Past
Present
¿Future?

5. e-MARKETING
Relationship
Marketing

6. e-MARKETING
Relationship
Marketing???

7. e-Commerce
Relationship
Commerce

8. MARKETING
- FORMERLY KNOWN AS
“COMMERCE”-
HAS BEEN “RELATIONAL” FOR
MORE THAN 10.000 YEARS

9. COMMERCE > 10.000 YEARS = CLIENT
MARKETING < 100 YEARS = CONSUMER
MARKETING = ALLIENATED
COMMERCE

10. MARKETS ARE
CONVERSATIONS
10

11. 11

12. 12

17. 1900 - 1960 - 2000

20. EZEQUIEL TRIVIÑO / WIKREATE
1900

21. “Any customer can
have a car painted any
color that he wants so
long as it is black”
Henry Ford
21

22. 22

23. 23

24. EZEQUIEL TRIVIÑO / WIKREATE
1960

25. MARKETING = ADVERTISING

28. CAMPAIGN
MARKETING ARSENAL
MARKET SHARE
DEFENSIVE MARKETING
TARGET GROUP STRATEGY
TERRITORY
28

29. CONSUMER ALIENATION
29

30. “A single dead
is a tragedy,
a million deaths
is a statistic”
Josef Stalin

31. MARKETING
31

33. 33

35. 35

37. 1980

38. PUNTO
RADIO
MEDIA
FRAGMENTATION

39. SATURATION

40. 360
40

41. 41

42. 42

43. What about
DIRECT
MARKETING?

44. 44

45. CAMPAIGN
MARKETING ARSENAL
MARKET SHARE
DEFENSIVE MARKETING
TARGET GROUP STRATEGY
TERRITORY
45

46. 46

47. 47

48. 48

49. WHAT IS CP COMUNICACION PROXIMITY?

50. HOW DO WE SEE OUR WORK?

51. HOW DO WE SEE OUR WORK?
The essence of our proposal comes from seeing Marketing as a tool
used by the various off and on-line media, combined with creativity and technology
in order to...
…understand all our clients and anticipate their needs.
...establish and secure relationships over time between People and Brands.
...attract, create interest and mobilise the target via specific, and quantifiable actions.

52. HOW DO WE SEE OUR WORK?
IN SHORT
Design and implement off and on line marketing strategies aimed at
creating and developing relationships over time in which ...
“ the second purchase
is more important than the first;
the third more than the second;”
… and so forth.

53. 53

55. CRM
55

56. 2005

59. 59

61. COMMERCE > 10.000 YEARS = CLIENT
MARKETING < 100 YEARS = CONSUMER

63. 63

64. • NO NEED FOR LOCATION
- REAL STATE
• FREE SHELF SPACE =
INFINITE STOCK
• LOW COST ACCESS TO
MARKET
• HIGH SCALABILITY
64

65. 130.000 titulos 260.000+ titulos
<50% 100%

66. 2010

67. MARKETS ARE
CONVERSATIONS
67

68. 44
68

69. 69

72. EZEQUIEL TRIVIÑO / WIKREATE

73. EZEQUIEL TRIVIÑO / WIKREATE

74. The Brand
74

75. A Brand is the sum of the
perceptions determined by the
experiences a certain person has
about your product, your service
and your company.

76. If your product isn´t
BETTER or CHEAPER
than your competition
an order of magnitude (10X),
you are mostly on Services
Marketing
And Services Marketing is
Relationship based

78. CASE STUDIES

79. RELATIONSHIP
Commerce
e-Commerce

100. OUTCOME

101. Marketing + Advertising = GIVE

102. Marketing + SCN = TAKE

103. MAKE LOVE
NOT WAR
103

104. DO UNTO OTHERS
AS YOU WOULD HAVE THEM
DO UNTO YOU.
104

105. Muchas
gracias
www.ezequiel-trivino.com
105