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Unidad de Conocimiento - Charla 1: Introducción al Marketing Digital.

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Introduccion Marketing Digital
Febrero 15 / 2012

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Unidad de Conocimiento - Charla 1: Introducción al Marketing Digital.

  1. 1. INTRODUCCIÓN AL MARKETING DIGITALAndrés Felipe SierraDirector General: SM Digital
  2. 2. AGENDAAGENDA1. El mundo de hoy - Estadísticas.2. El mercado de la publicidad Digital.3. Qué es Marketing Digital.4. Digitalización de los medios tradicionales.5. Contenido y métricas.6. Edificio Digital.7. Cuando usarlo.
  3. 3. CICLO DE MARKETING DIGITAL 1. ¿Qué es Marketing Digital? 2. Mobile Marketing. 3. Redes Sociales. 4. E-CRM. 5. BTL Digital. Febrero 15 a Marzo 14 Miércoles, 8:00 – 10:00 am.
  4. 4. 1. EL MUNDO DE HOY: UNA MIRADA BREVE AL MERCADO PUBLICITARIO ACTUAL.
  5. 5. ¿En qué planeta estamos en 2012?
  6. 6. {"Sé que la mitad del dineroque invierto en publicidadse desperdicia. Elproblema es que no sé cuálmitad". } John Wanamaker, 1910.
  7. 7. HOY:• Millones de mensajes publicitarios pasan ante nosotros sin percatarnos.• Se venden más teléfonos móviles alrededor del mundo que PCs y Tvs juntos.• Adquirir un nuevo cliente cuesta 4-10 veces más que mantener uno existente.
  8. 8. El Marketing ha cambiado 9% Sólo el de los adultos recuerda alguna marca después de ver un programa de TV.
  9. 9. Proliferación de MediosHoy, Los medios están fragmentados• 13,500 Estaciones radio (4,400 en 1960)• 17,300 Revistas (8,400 en 1960)• 82,4 Canales de TV por hogar (5,7 en 1960)Y la Web:• Millones de sitios• Billones de páginas
  10. 10. ‘‘ Un cambio radical ha ocurrido‘‘ en el mundo de la Publicidad y el Mercadeo.
  11. 11. Los consumidores ya no oyen más…El mercadeo que interrumpe ya desapareció… Source hhtp://www.iirusa.com/
  12. 12. Los Consumidores se encuentranperdidos en un mar de información.
  13. 13. WHAT CREATES CONSUMER CONVERSATIONS?76%
  14. 14. PEOPLE TRUST PEOPLE – THE IGNORED REALITY This is not a “new hype” just and ignored reality
  15. 15. • Los consumidores actuales sacrificarían primero su televisor que su teléfono Móvil. “Andrew Robert , CEO BBDO/UK”• El segmento de la población de edades comprendidas entre 15 y 24 años está dirigiendo el cambio hacia un nuevo paradigma de las telecomunicaciones
  16. 16. http://www.youtube.com/watch?v=zweof0kBKUY
  17. 17. 2. ESTADÍSTICAS
  18. 18. • 2.5 Billones Mundiales•La penetración en Colombia es del 53% (23.1 M)
  19. 19. Total China Internet Users 2007-2011e
  20. 20. El español es el tercer lenguaje en la red •15% de la publicidad mundial es Online. •Es un negocio mundial de USD $72 B. •Entre el 2%- 4% de la publicidad Colombiana es online.
  21. 21. Los Colombianos navegamos en promedio más de 10 horas a la semana• Somos fanáticos de Facebook con más de 15 M.• Internet sube, los periódicos bajan y TV se Mantiene
  22. 22. ‘‘ Mobility has now become an intrinsic part of our personal ‘‘ working lives• + 5 Billones de usuarios.• + Celulares con cámaras que cámaras Digitales.• + Celulares con reproductores que I-pods.• + Celulares que PC.• + Celulares que personas en algunos países.
  23. 23. 44,4 MillonesUsuarios con celularen Colombia
  24. 24. 3. EL MERCADEO DE LA PUBLICIDAD DIGITAL
  25. 25. Gastomundial enpublicidad onlinePorcentaje sobre el total del gastopublicitario
  26. 26. UK 2004 - LA INVERSIÓN PUBLICITARIA EN INTERNET SUPERA LA DE LA RADIO Televisión Televisión TelevisiónMetro, 5 Abril, 2005 Periódicos Periódicos Brand Republic, 5th April, 2005 Periódicos Revistas de Revistas de Revistas de Economía Economía Economía Revistas generales Consumer magazines ExteriorMedia Guardian, 5 Abril, 2005 Revistas generales Outdoor exterior Radio Internet Internet Radio The Times, 5 Abril, 2005 2000 2004 2006Fuente: AA forecast. Datos de 2005, Reino Unido.
  27. 27. La publicidad digital esel medio publicitario # 1 en inversión
  28. 28. En Colombia es del 4%.
  29. 29. 4. ¿QUÉ ES MARKETING DIGITAL?
  30. 30. PROTOCOLO IP Textos Imágenes Audio Video } DATOS Intercambio de paquetes de datos a través de Internet
  31. 31. http://www.youtube.com/watch?v=4ba1BqJ4S2M&feature=player_embedded
  32. 32. http://www.youtube.com/watch?v=4ba1BqJ4S2M
  33. 33. Algunos Resultados• Youtube Channel : 46 + million views• Facebook shares: +1 Milliom• Earned media: 3,2 million Euros (2 Super Bowl ads)• Sales in Europe from September to October 2010: 30%+
  34. 34. 5. DIGITALIZACIÓN DE LOS MEDIOS TRADICIONALES
  35. 35. DigitalizaciónLos medios tradicionales están siendo infectados por losformatos digitales, generando un boom de pantallas yanimación por cualquier lugar por donde pasamos
  36. 36. TELEVISIÓN: NO SE VA… SOLO CAMBIA
  37. 37. Información en tiempo real
  38. 38. WEB ON TV = UNIQUE DEVICE
  39. 39. ADAPTACIÓN DE INTERFACES
  40. 40. INCREMENTO EN LA OFERTA DE CONTENIDO
  41. 41. NUEVOS JUGADORES
  42. 42. http://www.youtube.com/watch?v=vyABSNeQDbY
  43. 43. RADIO
  44. 44. RADIO DIGITAL – Red Celular - Satelital • Control por parte del usuario • Transmisión de datos
  45. 45. Internet en el Automovil
  46. 46. VALLAS Y OUTDOORS
  47. 47. Digital Billboards – Instantaneous added value
  48. 48. Interacción
  49. 49. Publicidad Exterior
  50. 50. Publicidad Exterior
  51. 51. http://www.youtube.com/watch?v=FcdKkIlMcsg
  52. 52. PUNTO DE VENTA
  53. 53. Punto de venta
  54. 54. Augmented Reality
  55. 55. VIDEOJUEGOS
  56. 56. Publicidad en Juegos:99% de los niños entre 12 y 17 años y un 94%de las niñas juegan videojuegos. (PewInternet & American Life Project).
  57. 57.  Según un estudio de Park Associates, la inversión en publicidad en videojuegos pasará de $ 370 millones de dólares en 2006 a $2.000 millones en 2012. Crecimiento 33% anual.
  58. 58. PERIÓDICOSLIBROS Y REVISTAS
  59. 59. Tinta electrónica
  60. 60. La evolución de los periódicos Video 1
  61. 61. Millones de libros, revistas yartículos a 1 click
  62. 62. MÓVILES
  63. 63. } }Pauta en la navegación Aplicaciones de marcas
  64. 64. QR CodesSorpresa en pocos minutos
  65. 65. ¿Como atraer fanáticos delfutbol a la marca, partiendo de lapasión por los juegos y suadicción a los móviles?
  66. 66. http://www.youtube.com/watch?v=uYnE7UTPWnc
  67. 67. CONTENIDO
  68. 68. En la nueva era del mercadeo digital las marcas que sobresalgan son aquellas que realmente generen contenido de ValorNota: el patrocinio de contenido estambién una forma de posicionar marcas,pero involucra muchos riesgos en el largoplazo.
  69. 69. El contenido es relevante cuando espercibido por el usuario como:• Entretenimiento.• Información Relevante.
  70. 70. http://www.youtube.com/watch?v=kds2YpA0Jf0
  71. 71. El poderde las métricas
  72. 72. ¿Cuando usar elMarketing Digital?
  73. 73. Campaña con Apoyo de losCorazón Digital Medios Masivosy apoyo en otros medios. y ser un medio complementario.
  74. 74. ¿y ahora?
  75. 75. 6. EL EDIFICIO DIGITALNuestro Enfoque digital
  76. 76. ¡PARTICIPA!Escanea el código contu celular y participaen el sorteo de 5libros.¡Mucha suerte!
  77. 77. Gracias
  78. 78. TEXTO DE EJEMPLO TEXTO DE EJEMPLOTEXTO DE EJEMPLO TEXTO DE EJEMPLOTEXTO DE EJEMPLO TEXTO DE EJEMPLO Estos elementos se deben usar según la necesidad de un recuadro adicional para textos, titulos y o subtitulos, al ser elementos propios del PPT pueden ser alargados, agrandados, encogidos, etc., según contenido.

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