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El gran error de las estrategias digitales

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En ella hablo de un error común en las estrategias digitales que impide que los buenos resultados lleguen.

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El gran error de las estrategias digitales

  1. 1. El gran error de las estrategias digitales Tristán Elósegui - @tristanelosegui
  2. 2. ¿Cuál es el objetivo principal de nuestra estrategia digital?
  3. 3. VENDER más, ¿no?
  4. 4. Es normal, de eso vive nuestra empresa
  5. 5. Obsesionados con la conversión final
  6. 6. Todo lo medimos con las mismas métricas
  7. 7. Buscamos un camino directo que no existe
  8. 8. Debemos trabajar en la conversión final, pero esa es una pequeña parte
  9. 9. ¿Qué ocurre si sólo pensamos en las ventas?
  10. 10. Nos dirigimos a personas que ya han tomado la decisión de compra
  11. 11. No controlamos ni la calidad
  12. 12. Ni el volumen
  13. 13. Nuestro único argumento de venta será el precio
  14. 14. Nuestra marca no tendrá valor alguno
  15. 15. Mismo mensaje a todos
  16. 16. Al medir todo por las ventas, ‘nada’ funciona
  17. 17. ¿Cómo solucionamos el problema?
  18. 18. CONCEPTOS CLAVE PURCHASE FUNNEL CONVERGENCIA DE MEDIOS VISIÓN GLOBAL DE LA ESTRATEGIA 3 [1] [2] [3]
  19. 19. purchase funnel awareness considera.on ac.on advocacy audience LISTEN EXPOUSURE No tienen un interés declarado en nuestro producto Surge la necesidad y empieza a buscar información Si el producto le funciona, nos recomienda y vuelve a comprar RELEVANCE Toma la decisión de compra VALUE NURTURING Compara entre los productos que más le han convencido
  20. 20. Convergencia de medios Paid Media Traditional Ads Owned Media Corporate Content Earned Media Organic Sponsored Customer Brands that ask for shares Promoted Brand Content Press Coverage The Convergence of Paid, Owned & Earned Media Source: “The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media” Altimeter Group (July 19, 2012) Converged Media
  21. 21. Visión global de la estrategia digital awareness considera.on ac.on advocacy audience PAID MEDIA OWNED MEDIA EARNED MEDIA PPC Disp RR SS Mob @ Aflt. X X Blog Web RR SS Mob P.Vta CAC X X X SEO RR SS RRPP online X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
  22. 22. ¿Qué ocurre si sólo pensamos en las ventas? (visión estratégica)!
  23. 23. awareness considera.on ac.on advocacy audience PAID MEDIA OWNED MEDIA EARNED MEDIA PPC Disp SM Mob @ Aflt. X X Blog Web RR SS Mob P.Vta CAC X X X SEO SM RRPP online X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X nos centramos en usuarios que ya han tomado la decisión de compra
  24. 24. awareness considera.on ac.on advocacy audience PAID MEDIA OWNED MEDIA EARNED MEDIA PPC Disp RR SS Mob @ Aflt. X X Blog Web RR SS Mob P.Vta CAC X X X SEO RR SS RRPP online X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X ¿qué ocurre si no ‘alimentamos’ el funnel? Vendemos menos, los clientes son de menor calidad, roi bajo… ‘NADA funciona’
  25. 25. Estrategia completa awareness considera.on ac.on advocacy audience PAID MEDIA OWNED MEDIA EARNED MEDIA PPC Disp RR SS Mob @ Aflt. X X Blog Web RR SS Mob P.Vta CAC X X X SEO RR SS RRPP online X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
  26. 26. CLIENTESBUSCA COMPRA Customer journey
  27. 27. ¿Cómo definir una estrategia online de éxito?
  28. 28. Análisis situación Insight Objetivos Posicio- namiento Estrategia Plan táctico Analítica digital Esta es la metodología, pero más allá de esto,…
  29. 29. Debemos construir nuestra marca branding
  30. 30. Branding Display, patrocinios, contenidos y RRPP online! ! Atributos de marca è reach
  31. 31. Llegar a nuestra audiencia Captación de tráfico
  32. 32. Captación de tráfico Adwords, Display (RTB) y SEO! ! Conocimiento de producto è ! visitas cualificadas !
  33. 33. inspirarles para que nos elijan Activación de tráfico
  34. 34. Activación del tráfico Redes sociales, email marketing, afiliación y mobile marketing! ! Despertar el interés è leads!
  35. 35. Generar valor Conversión a venta
  36. 36. Conversión a venta Adwords, Display (retargeting), CRO y email marketing! ! Aportar valor èventas!
  37. 37. Hacer que se sientan especiales Fidelización y upselling
  38. 38. Fidelización y upselling Redes sociales, web, email marketing y app móvil! ! Relación con nuestros clientes è 2ª compra!
  39. 39. Recordad 3 cosas
  40. 40. Las conversiones son importantes, pero son sólo una parte de la estrategia - No controlamos ni calidad, ni volumen de los leads! - Depreciamos nuestra marca!
  41. 41. Debemos tener una visión global de la estrategia
  42. 42. CLIENTESBUSCA COMPRA Customer journey- Acompañar a nuestra audiencia! - Una estrategia para cada etapa!
  43. 43. ¡Muchas gracias! Tristán Elósegui contacto@matridiana.com @tristanelosegui

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