Download - El marketing ha muerto
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E L M A R K E T I N G H A M U E R T O– K E V I N R O B E R T S
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P R O D U C T O
P P
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P R O D U C T O
P P
P R E C I O
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P R O D U C T O
P O S I C I O N A M I E N T O P
P R E C I O
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P R O D U C T O
P O S I C I O N A M I E N T O P R O M O C I O N
P R E C I O
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P P
PP E R S O N A L I Z A C I O N
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P P
P E R S O N A L I Z A C I O N P A R T I C I PA C I O N
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P E R S O N A L I Z A C I O N P A R T I C I PA C I O N
P 2 P
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P E R S O N A L I Z A C I O N P A R T I C I PA C I O N
P 2 P P R E D I C T I V O
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P L ATA F O R M A S
P R O C E S O S P E R S O N A S
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O M N I C A N A L
P R O C E S O S P E R S O N A S
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O M N I C A N A L
A G I L I D A D P E R S O N A S
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O M N I C A N A L
A G I L I D A D C O N V E R S A C I O N
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¿ PA R A Q U E E S TA M O S A Q U Í ?
• Satisfacer necesidades
• Intercambiar bienes y servicios
• Unir al cliente y al vendedor mediante información
• Crear valor para el cliente, la empresa y la sociedad
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En 2020…
…alguien comprará y alguien venderá
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S I N C L I E N T E S N O H AY M A R K E T I N G
¿ C U A L S E R Á M I C L I E N T E L O S P R Ó X I M O S 5 A Ñ O S ?
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C L I E N T E S
• ¿Nativos Digitales?
• Cambiantes
• Conectados
• Sociales
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G L O B A L I Z A D O S
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- F E L I P E I I
“mandé a mis tropas a luchar contra hombres, no contra los elementos…”
A P R O V E C H A T U S F O R TA L E Z A S E N E L M E R C A D O G L O B A L
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U T I L I Z A E L M A R K E T I N G D I G I TA L PA R A R E D U C I R T U S D E B I L I D A D E S F Í S I C A S
• prospección
• conversación
• cercanía
• agilidad
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¿ D I G I TA L E S O C O N E C TA D O S ?
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V I D E O “ B E W AT E R ”
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S E R C O M O E L C L I E N T E , E S TA R D O N D E É L E S TÁ Y H A B L A R C O M O H A B L A É L
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C O N V E R T I R S E A L E N T O R N O D I G I TA L …
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V I D E O “ S U B W AY T E S C O S T O R E ”
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VA L O R D I G I TA L
• Customer Data Intelligence
• Omnicanal
• Contextual
• Diseño Digital
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M I C R O S E G M E N TA C I Ó N
M I C R O I D E A S
M I C R O C A M PA Ñ A S
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C U LT U R A S AT I S FA C C I Ó N C L I E N T E
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¿ D E Q U E S E P R E O C U PA U N A E M P R E S A O R I E N TA D A A L A
S AT I S FA C C I Ó N D E S U S C L I E N T E S ?
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C O N S U M E R D R I V E N B U S I N E S S
• Puntos negros (customer xp)
• Voz del Cliente
• Critical to Quality
• Simplicidad y transparencia
• Respeto y privacidad
• Opinión
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¿ C Ó M O L O VA M O S A H A C E R ?
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P R O D U C T A S A S E R V I C E
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C O M O P O D E M O S C O N V E R T I R E N S E R V I C I O
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V E N TA V S C U S T O M E R X P
• Gamificación
• Storytelling
• Sharing
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F E E D B A C K G & G
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C O N V E R S A C I O N
• Pregunta, no respondas
• Da valor
• Genera experiencias
• Mejora satisfacción
• Favorece engagement
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C O N T R O L D E L A R E P U TA C I Ó N
P R E G U N TA R PA R A D E S C U B R I R E L P R O B L E M A
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¿ Q U É P U E D E D A R M A L A I M A G E N A U N N E G O C I O ?
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M A L A I M A G E N F Í S I C A
• Olor
• Ruido
• Colas
• Falta personal
• Mal trato
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M A L A I M A G E N D I G I TA L
• Exceso contenido
• Mala experiencia
• No contraprestación
• Privacidad
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C L I E N T E S … … FA N S
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¿ C U A L E S T U TAT U A J E ?
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C R O S S C U S T O M E R X P
• Referrals
• Bonificaciones
• Eventos
• Grupos
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P E R O A D E M Á S …
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AT R A C C I O N
• Inbound
• Lead Scoring & Conversion
• Lead Nurturing & Remarketing
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E L S E O H A M U E R T O …
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O N T H E F LY
• Geofencing
• Realidad Aumentada
• Wearables
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C R O S S PA R T N E R S H I P
• Confianza
• Cross-Selling
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C R E AT I V I D A D
• Omnimedia
• Omniplataforma
• Omnicanal
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C O N T E X T U A L
• Información vs Servicio
• Grande y Pequeño
• Esfuerzo vs Poder
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O J O C O N L O S I N F L U E N C E R S
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S O C I A L M E D I A
• Planificado
• Controlado
• Respeto
• Inteligente
• Medible
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“Información no es conocimiento, ni conocimiento es tecnología”
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M A R K E T I N G B O X
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C O N V E R S A C I Ó N I N T E R N A
L I D E R A Z G O D I G I TA L
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C O N S T R U Y E N D O U N A D N S O C I A L
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“No estamos en las redes, las redes forman parte de nuestra empresa”
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D I S C I P L I N A Y C O M P R O M I S O
• Delegación
• Corresponsabilidad
• Objetivo = AGILIDAD
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V I D E O “ R O N I N - 4 7 S A M U R A I S ”
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N U E VA E S T R U C T U R A
• Data Experts
• Creatividad
• Tendencias
• Tecnología y Herramientas
• CM y SM
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E L F I N D E L D E PA R TA M E N T O D E M A R K E T I N G C O M O L O C O N O C E M O S …
G E S T I Ó N P O R P R O Y E C T O S .
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P L A N D I R E C T O R
• Presupuesto por proyecto
• Kano
• Experimentos
• Planes anuales
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P L A N D I R E C T O R
• Presupuesto por proyecto
• Kano
• Experimentos
• Planes anuales
• Planes mensuales
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P L A N D I R E C T O R
• Presupuesto por proyecto
• Kano
• Experimentos
• Planes anuales
• Planes mensuales
• Planes semanales
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D A I LY B R I E F I N G S