Megatendencias de Marketing
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MEGATENDENCIAS DE MARKETING
en la era digital
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#1
GRANDES CAMPAÑAS
PEQUEÑAS ACCIONES CONTINUAS
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#2
ESTRATEGIAS RIGIDAS
PLANIFICACION AGIL
IDEA Insight PLAN -‐ DISENO
• Escuchar • Aprender • Ajustar LANZAR
AJUSTAR
LANZAR!
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#3
LO DIGITAL COMO ACCIONES AISLADAS
LO DIGITAL COMO EL TODO QUE UNE
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#4
RELACIONES TRANSACCIONALES
RELACIONES SIGNIFICATIVAS
SOÑAR COMPARAR COMPRAR EXPERI-‐MENTAR
COMPRAR-‐TIR
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Ciclo de Compra del Cliente
-‐ Anterior -‐
Conocimiento de Marca
Interés
Consideración
Prueba
Evaluación
Compra
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MoPvaciones del Ser Humano Círculo Total de i2 Marke9ng®
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#5
HACER QUE LA GENTE QUIERA COSAS
HACER COSAS QUE LA GENTE QUIERA
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#6
VENDERLE AL MUNDO
MEJORAR EL MUNDO!
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Mo9vaciones del Ser Humano
Exis1r Sobrevivir
Vivir Contribuir
Inspirar
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#7
HABLARLE AL MUNDO
HACER QUE EL MUNDO HABLE
MarkePng Viral
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#8
BRANDING CONSISTENTE
ACCIONES COHERENTES
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PROGRESION DEL MARKETING TRADICIONAL
Directo Masivo EfecPvo
CREATIVO
Intromisivo Entretenido EmoPvo
DIGITAL
CauPvador InteracPvo Basado en la Experiencia
SOCIAL
ParPcipaPvo ComparPdo Portable Actual
UTIL
Personal Contextual Tiempo Real InvenPvo Novedoso
EFECTIVO CREATIVO DIGITAL SOCIAL UTIL
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• Afiliación • Valor ComparPdo • UPlidad • Atracción
PRINCIPIOS DEL MARKETING ACTUAL
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MARKETING DE AFILIADOS UNILEVEL – MULTINIVEL
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VALOR COMPARTIDO Ganar -‐ Ganar
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17
UTILIDAD Shell – mapas en gasolineras
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UTILIDAD
IBM – Vallas doble uso
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SE VUELVE UN COMODITY! Reservas de Boletos de Avión Online
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MARKETING MOVIL
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¿Es realmente úFl?
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MARKETING DE ATRACCION
CONTENIDOS UTILES
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WEBSITES UFlidad: Contenidos úFles, Presencia.
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