fepade marketing edge
DESCRIPTION
Diplomado Marketing Edge 2013 - Fepade módulo 6 Digital BrandingTRANSCRIPT
![Page 1: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/1.jpg)
Digital Branding
Monday, November 25, 13
![Page 2: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/2.jpg)
Monday, November 25, 13
![Page 3: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/3.jpg)
Monday, November 25, 13
![Page 4: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/4.jpg)
Solo para su información>
Monday, November 25, 13
![Page 5: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/5.jpg)
Solo para su información>
Monday, November 25, 13
![Page 6: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/6.jpg)
Solo para su información>
Monday, November 25, 13
![Page 7: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/7.jpg)
Solo para su información>
Monday, November 25, 13
![Page 8: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/8.jpg)
Solo para su información>
Monday, November 25, 13
![Page 9: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/9.jpg)
Solo para su información>
Monday, November 25, 13
![Page 10: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/10.jpg)
Solo para su información>
Monday, November 25, 13
![Page 11: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/11.jpg)
Solo para su información>
Monday, November 25, 13
![Page 12: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/12.jpg)
Solo para su información>
Monday, November 25, 13
![Page 13: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/13.jpg)
Solo para su información>
Monday, November 25, 13
![Page 14: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/14.jpg)
Monday, November 25, 13
![Page 15: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/15.jpg)
¿alguien no esta convencido de que
necesita estar en Internet?
Monday, November 25, 13
![Page 16: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/16.jpg)
Monday, November 25, 13
![Page 17: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/17.jpg)
¿cuántos de ustedes leen
libros?
Monday, November 25, 13
![Page 18: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/18.jpg)
Monday, November 25, 13
![Page 19: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/19.jpg)
¿cuántos de ustedes leen más de un libro?
Monday, November 25, 13
![Page 20: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/20.jpg)
Monday, November 25, 13
![Page 21: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/21.jpg)
Monday, November 25, 13
![Page 22: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/22.jpg)
La industria del libro esta muerta...
Monday, November 25, 13
![Page 23: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/23.jpg)
Monday, November 25, 13
![Page 24: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/24.jpg)
¿será?
Monday, November 25, 13
![Page 25: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/25.jpg)
Monday, November 25, 13
![Page 26: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/26.jpg)
¿Por qué me debería de importar?
Monday, November 25, 13
![Page 27: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/27.jpg)
Un cliente más atento
Monday, November 25, 13
![Page 28: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/28.jpg)
¿cuál es elsecreto?
Monday, November 25, 13
![Page 29: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/29.jpg)
Monday, November 25, 13
![Page 30: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/30.jpg)
Porque 2/4 de la población global tiene acceso online
Nielsen, Global Faces and Networked Places, 2009
Monday, November 25, 13
![Page 31: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/31.jpg)
9 10 personas confian en las recomendaciones de las personas que conoce
de cada
Basado en datos de Global Web Index Wave 1, 2009
Monday, November 25, 13
![Page 32: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/32.jpg)
Todos estamos conectados con nuestros dispositivospero sobre todo, con nuestros amigos
Monday, November 25, 13
![Page 33: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/33.jpg)
Porque el tiempo gastado en Internet crece a 5x el rítmo del resto de los medios
Nielsen, Global Faces and Networked Places, 2009
Monday, November 25, 13
![Page 34: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/34.jpg)
Monday, November 25, 13
![Page 35: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/35.jpg)
y cuando “la marca” nos habló
Monday, November 25, 13
![Page 36: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/36.jpg)
Porque “el amor entra por los ojos”¿Fuente?: Pregúntale a tu vecino, a tu novio/novia
Monday, November 25, 13
![Page 37: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/37.jpg)
Porque tu cliente, prospecto o
como lo quieras llamar ya no es el mismo
Monday, November 25, 13
![Page 38: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/38.jpg)
Diálogo
Monday, November 25, 13
![Page 39: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/39.jpg)
Quiero el divorcio
Monday, November 25, 13
![Page 40: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/40.jpg)
Monday, November 25, 13
![Page 41: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/41.jpg)
25
Shit!
Monday, November 25, 13
![Page 42: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/42.jpg)
Marketing Tradicional vs el Marketing de hoy
Monday, November 25, 13
![Page 43: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/43.jpg)
Marketing Tradicional vs el Marketing de hoy
El marke*ng digital no ha reemplazado a los medios y métodos tradicionales, es una adición que bien aplicada ha logrado impulsar grandes empresas y desde luego: ventas
Monday, November 25, 13
![Page 44: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/44.jpg)
Marketing Tradicional vs el Marketing de hoy
El marke*ng digital no ha reemplazado a los medios y métodos tradicionales, es una adición que bien aplicada ha logrado impulsar grandes empresas y desde luego: ventas
Tradicional Online
Impresos, revistas, flyers, etc... Distribución electrónica a millones
Radio, TV, Exteriores (OOH) YouTube, Flickr, Videos
Networking Social Media
Conversaciones (cara a cara y telefónicas) InteracLve CommunicaLons
Negociación ¿?
Métricos y analíLcos Detallados, enfocados, en Lempo real
Monday, November 25, 13
![Page 45: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/45.jpg)
Marketing Tradicional vs el Marketing de hoy
El marke*ng digital no ha reemplazado a los medios y métodos tradicionales, es una adición que bien aplicada ha logrado impulsar grandes empresas y desde luego: ventas
Tradicional Online
Impresos, revistas, flyers, etc... Distribución electrónica a millones
Radio, TV, Exteriores (OOH) YouTube, Flickr, Videos
Networking Social Media
Conversaciones (cara a cara y telefónicas) InteracLve CommunicaLons
Negociación ¿?
Métricos y analíLcos Detallados, enfocados, en Lempo real
Monday, November 25, 13
![Page 46: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/46.jpg)
Marketing Tradicional vs el Marketing de hoy
El marke*ng digital no ha reemplazado a los medios y métodos tradicionales, es una adición que bien aplicada ha logrado impulsar grandes empresas y desde luego: ventas
Tradicional Online
Impresos, revistas, flyers, etc... Distribución electrónica a millones
Radio, TV, Exteriores (OOH) YouTube, Flickr, Videos
Networking Social Media
Conversaciones (cara a cara y telefónicas) InteracLve CommunicaLons
Negociación ¿?
Métricos y analíLcos Detallados, enfocados, en Lempo real
Monday, November 25, 13
![Page 47: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/47.jpg)
Marketing Tradicional vs el Marketing de hoy
El marke*ng digital no ha reemplazado a los medios y métodos tradicionales, es una adición que bien aplicada ha logrado impulsar grandes empresas y desde luego: ventas
Tradicional Online
Impresos, revistas, flyers, etc... Distribución electrónica a millones
Radio, TV, Exteriores (OOH) YouTube, Flickr, Videos
Networking Social Media
Conversaciones (cara a cara y telefónicas) InteracLve CommunicaLons
Negociación ¿?
Métricos y analíLcos Detallados, enfocados, en Lempo real
Monday, November 25, 13
![Page 48: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/48.jpg)
Marketing Tradicional vs el Marketing de hoy
El marke*ng digital no ha reemplazado a los medios y métodos tradicionales, es una adición que bien aplicada ha logrado impulsar grandes empresas y desde luego: ventas
Tradicional Online
Impresos, revistas, flyers, etc... Distribución electrónica a millones
Radio, TV, Exteriores (OOH) YouTube, Flickr, Videos
Networking Social Media
Conversaciones (cara a cara y telefónicas) InteracLve CommunicaLons
Negociación ¿?
Métricos y analíLcos Detallados, enfocados, en Lempo real
Monday, November 25, 13
![Page 49: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/49.jpg)
Marketing Tradicional vs el Marketing de hoy
El marke*ng digital no ha reemplazado a los medios y métodos tradicionales, es una adición que bien aplicada ha logrado impulsar grandes empresas y desde luego: ventas
Tradicional Online
Impresos, revistas, flyers, etc... Distribución electrónica a millones
Radio, TV, Exteriores (OOH) YouTube, Flickr, Videos
Networking Social Media
Conversaciones (cara a cara y telefónicas) InteracLve CommunicaLons
Negociación ¿?
Métricos y analíLcos Detallados, enfocados, en Lempo real
Monday, November 25, 13
![Page 50: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/50.jpg)
Marketing Tradicional vs el Marketing de hoy
El marke*ng digital no ha reemplazado a los medios y métodos tradicionales, es una adición que bien aplicada ha logrado impulsar grandes empresas y desde luego: ventas
Tradicional Online
Impresos, revistas, flyers, etc... Distribución electrónica a millones
Radio, TV, Exteriores (OOH) YouTube, Flickr, Videos
Networking Social Media
Conversaciones (cara a cara y telefónicas) InteracLve CommunicaLons
Negociación ¿?
Métricos y analíLcos Detallados, enfocados, en Lempo real
Monday, November 25, 13
![Page 51: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/51.jpg)
1 DE CADA 5 PERSONAS EN EL SALVADORTIENE ACCESO A INTERNET
Razón #1
*Fuente: http://www.internetworldstats.com/am/sv.htm
Monday, November 25, 13
![Page 52: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/52.jpg)
PORQUE LOS USUARIOS DE INTERNET PASAN 3 VECES MÁS
TIEMPO CONECTADOS -VS- CUALQUIER OTRO MEDIO
Nielsen, Global Faces & Networked Places, 2011
Razón #2
Monday, November 25, 13
![Page 53: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/53.jpg)
INTERNET SE HA CONVERTIDO EN LA SEGUNDA FUENTE DE INFORMACIÓN Y CONSULTA
TGI by Kantar Media Research LATAM 2010 wave I + II + III v.01.12.2010
Razón #3
Monday, November 25, 13
![Page 54: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/54.jpg)
POR CADA DIA QUE DEJAS PASAR, TUS COMPETIDORES TIENE UNA MAYOR
AUDIENCIA A QUIEN DIRIGIR SU DISCURSO
Razón #4
Monday, November 25, 13
![Page 55: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/55.jpg)
¿cuántas búsquedas se hacen en Google?
Monday, November 25, 13
![Page 56: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/56.jpg)
¿cuántas búsquedas se hacen en Google?
1998: 10,000 searches a day (Google official history)
Monday, November 25, 13
![Page 57: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/57.jpg)
¿cuántas búsquedas se hacen en Google?
1998: 10,000 searches a day (Google official history)1999: 500,000 searches a day (Britannica)
Monday, November 25, 13
![Page 58: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/58.jpg)
¿cuántas búsquedas se hacen en Google?
1998: 10,000 searches a day (Google official history)1999: 500,000 searches a day (Britannica)1999 (September): 3 million a day (Google official history)
Monday, November 25, 13
![Page 59: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/59.jpg)
¿cuántas búsquedas se hacen en Google?
1998: 10,000 searches a day (Google official history)1999: 500,000 searches a day (Britannica)1999 (September): 3 million a day (Google official history)2000: 18 million searches a day (estimate)
Monday, November 25, 13
![Page 60: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/60.jpg)
¿cuántas búsquedas se hacen en Google?
1998: 10,000 searches a day (Google official history)1999: 500,000 searches a day (Britannica)1999 (September): 3 million a day (Google official history)2000: 18 million searches a day (estimate)2000 (December): 100 million a day (Google official history)
Monday, November 25, 13
![Page 61: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/61.jpg)
¿cuántas búsquedas se hacen en Google?
1998: 10,000 searches a day (Google official history)1999: 500,000 searches a day (Britannica)1999 (September): 3 million a day (Google official history)2000: 18 million searches a day (estimate)2000 (December): 100 million a day (Google official history)2002: 150 million searches a day (estimate)
Monday, November 25, 13
![Page 62: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/62.jpg)
¿cuántas búsquedas se hacen en Google?
1998: 10,000 searches a day (Google official history)1999: 500,000 searches a day (Britannica)1999 (September): 3 million a day (Google official history)2000: 18 million searches a day (estimate)2000 (December): 100 million a day (Google official history)2002: 150 million searches a day (estimate)2004: 200 million searches a day (IPO figures)
Monday, November 25, 13
![Page 63: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/63.jpg)
¿cuántas búsquedas se hacen en Google?
1998: 10,000 searches a day (Google official history)1999: 500,000 searches a day (Britannica)1999 (September): 3 million a day (Google official history)2000: 18 million searches a day (estimate)2000 (December): 100 million a day (Google official history)2002: 150 million searches a day (estimate)2004: 200 million searches a day (IPO figures)2007: 1.2 billion a day (Clickz)
Monday, November 25, 13
![Page 64: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/64.jpg)
¿cuántas búsquedas se hacen en Google?
1998: 10,000 searches a day (Google official history)1999: 500,000 searches a day (Britannica)1999 (September): 3 million a day (Google official history)2000: 18 million searches a day (estimate)2000 (December): 100 million a day (Google official history)2002: 150 million searches a day (estimate)2004: 200 million searches a day (IPO figures)2007: 1.2 billion a day (Clickz)2008: 2 billion a day (estimates)
Monday, November 25, 13
![Page 65: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/65.jpg)
¿a quién se hacían estas preguntas AG?
(antes de Google)
Monday, November 25, 13
![Page 66: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/66.jpg)
Marketing Ayer
Radio RevistasEventos OOHTelevisión
EmpresaQUEJAOFICIAL
PERSONAL
CARTA/EMAIL WOM
TELÉFONO
Monday, November 25, 13
![Page 67: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/67.jpg)
Empresa
Marketing Hoy
INTERNETSites Blogs Reviews Social Media E-Market Place Foros
QUEJAOFICIAL
PERSONAL
CARTA/EMAIL
TELÉFONO
WOM
Radio RevistasEventos OOHTelevisión
Monday, November 25, 13
![Page 68: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/68.jpg)
Necesitas dejar de lado la amplificación y concentrarte en fidelización
http://www.flickr.com/photos/28misguidedsouls/5522310921
Monday, November 25, 13
![Page 69: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/69.jpg)
“The idea that someone canprogram our consumption is becoming
obsolete, and fast.” - Seth Godin“The extraordinary revolution of media choice”
Monday, November 25, 13
![Page 70: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/70.jpg)
¿dónde comenzar?
Monday, November 25, 13
![Page 71: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/71.jpg)
Monday, November 25, 13
![Page 72: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/72.jpg)
Out of home
TVWeb2.0 Application
Branded content
blog
Microsite
News, Magazines
Direct email
Website
Banner
Search
Social communityprofile
Customer touch points
Radio
Monday, November 25, 13
![Page 73: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/73.jpg)
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Capturando Valor
Monday, November 25, 13
![Page 74: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/74.jpg)
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Capturando Valor
Monday, November 25, 13
![Page 75: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/75.jpg)
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Innovators
Capturando Valor
Monday, November 25, 13
![Page 76: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/76.jpg)
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Innovators
Early Adopters
Capturando Valor
Monday, November 25, 13
![Page 77: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/77.jpg)
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Innovators
Early Adopters
Early Followers
Capturando Valor
Monday, November 25, 13
![Page 78: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/78.jpg)
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Innovators
Early Adopters
Majority Followers
Early Followers
Capturando Valor
Monday, November 25, 13
![Page 79: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/79.jpg)
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Innovators
Early Adopters
Majority Followers
Early Followers
Late Followers
Capturando Valor
Monday, November 25, 13
![Page 80: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/80.jpg)
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Innovators
Early Adopters
Majority Followers
Early Followers
Late Followers
Laggards
Capturando Valor
Monday, November 25, 13
![Page 81: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/81.jpg)
?
mobile
gaming
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Innovators
Early Adopters
Majority Followers
Early Followers
Late Followers
Laggards
Capturando Valor
Monday, November 25, 13
![Page 82: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/82.jpg)
RSSSocial Networks
blogs
podcasts
video
?
mobile
gaming
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Innovators
Early Adopters
Majority Followers
Early Followers
Late Followers
Laggards
Capturando Valor
Monday, November 25, 13
![Page 83: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/83.jpg)
minisites
web 1.0email
banners
search
RSSSocial Networks
blogs
podcasts
video
?
mobile
gaming
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Innovators
Early Adopters
Majority Followers
Early Followers
Late Followers
Laggards
Capturando Valor
Monday, November 25, 13
![Page 84: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/84.jpg)
minisites
web 1.0email
banners
search
RSSSocial Networks
blogs
podcasts
video
?
mobile
gaming
Risk
Risk
Valor residualValor MedioAlto Valor
Inmature – High Risk Mature & Stable – Very Low RiskTested – Low Risk
Tiempo
Innovators
Early Adopters
Majority Followers
Early Followers
Late Followers
Laggards
Capturando Valor
Monday, November 25, 13
![Page 85: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/85.jpg)
Exercise
9
Ejercicio
¨ ¿Qué elementos puede o no contener una campaña de Marketing Digital?¨ Ex. Digital Customer Experiences (online channels)
¨ ¿Qué elementos debería de excluir una Estrategia Digital vs. un Plan Digital (táctico)?
30 mins.
41
Monday, November 25, 13
![Page 86: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/86.jpg)
Understanding the Digital user journey
http://www.youtube.com/watch?v=mEl1fiqLCVM42
Monday, November 25, 13
![Page 87: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/87.jpg)
43
Monday, November 25, 13
![Page 88: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/88.jpg)
Owned, Earned and Paid
15 44
Monday, November 25, 13
![Page 89: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/89.jpg)
It Isn’t Always Campaign-based¨ When marketers use the word “campaign,” it tends to suggest
a targeted and time sensitive communication¨ It also implies there will be a beginning and an end¨ Much digital activity is actually a long-term business
commitment¨ Managing branded content like a website or a social media
page requires:¨ A long term commitment¨ Ongoing investment¨ Understanding user journey
45
Monday, November 25, 13
![Page 90: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/90.jpg)
Integrated MarkeLng CommunicaLons PlanningAwareness(Reach)
Preference(Engagement)
Purchase(Ac,vate)
Loyalty(Nurture)
Source: Unica an IBM Company, US Mul,-‐Channel Marke,ng Effec,veness Study modified by MaFas Fjalestad
Communication BriefDigital Brief
Other BriefsMedia Brief
3
Digital PlanCommunication Plan (HOW)
Other Plans Media Plan
4
Consumer Insights (WHO)
Communica@on Strategy
1
2
Marke@ng Strategy
MED
IA
AG
NO
STIC
46
Monday, November 25, 13
![Page 91: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/91.jpg)
“Digital” Marke*ng Process
47
Monday, November 25, 13
![Page 92: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/92.jpg)
48
Un ejercicio
Monday, November 25, 13
![Page 93: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/93.jpg)
49
Definamos un deportivo
Monday, November 25, 13
![Page 94: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/94.jpg)
50
Monday, November 25, 13
![Page 95: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/95.jpg)
51
Inspiración
Monday, November 25, 13
![Page 96: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/96.jpg)
52
Monday, November 25, 13
![Page 97: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/97.jpg)
La teoría de la influencia
Monday, November 25, 13
![Page 98: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/98.jpg)
> La Teoría de la Influencia
Monday, November 25, 13
![Page 99: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/99.jpg)
>
Son las personas que unen al mundo. Tienen la facilidad de atraer a personas, amigos y
extraños, a su entorno. Ellos nos mantienen conectados a otros.
“Connectors”
La Teoría de la Influencia
Monday, November 25, 13
![Page 100: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/100.jpg)
>
Son los especialistas en información. Normalmente son expertos o personas que un expertise particular. Dependemos de ellos para enterarnos del mundo.
“Mavens”Son las personas que unen al mundo. Tienen la
facilidad de atraer a personas, amigos y extraños, a su entorno. Ellos nos mantienen
conectados a otros.
“Connectors”
La Teoría de la Influencia
Monday, November 25, 13
![Page 101: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/101.jpg)
>
TIPS REGLAS
“Connectores”
Super Connectores Social Hubs Familiar
La Teoría de la Influencia
Monday, November 25, 13
![Page 102: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/102.jpg)
>
TIPS REGLAS
“Connectores”
Super Connectores Social Hubs Familiar
La Teoría de la Influencia
Monday, November 25, 13
![Page 103: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/103.jpg)
>
“Mavens”
TIPS REGLAS
Net Mavens Real World Mavens Local Mavens
La Teoría de la Influencia
Monday, November 25, 13
![Page 104: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/104.jpg)
>
“Mavens”
TIPS REGLAS
Net Mavens Real World Mavens Local Mavens
La Teoría de la Influencia
Monday, November 25, 13
![Page 105: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/105.jpg)
La Teoría de la Influencia
Monday, November 25, 13
![Page 106: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/106.jpg)
De cada 100 personas que reciben un mensaje...
La Teoría de la Influencia
Monday, November 25, 13
![Page 107: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/107.jpg)
De cada 100 personas que reciben un mensaje...
... sólo 10-15% lo reproducen.
La Teoría de la Influencia
Monday, November 25, 13
![Page 108: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/108.jpg)
Monday, November 25, 13
![Page 109: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/109.jpg)
Monday, November 25, 13
![Page 110: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/110.jpg)
En este momento:
Monday, November 25, 13
![Page 111: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/111.jpg)
En este momento: Hay más personas usando un smartphone que un cepillo
dental
Monday, November 25, 13
![Page 112: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/112.jpg)
En este momento: Hay más personas usando un smartphone que un cepillo
dental
Para muchos, el celular es la segunda pantalla (y no la cuarta)
Monday, November 25, 13
![Page 113: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/113.jpg)
En este momento: Hay más personas usando un smartphone que un cepillo
dental
Para muchos, el celular es la segunda pantalla (y no la cuarta)
El mercado de smartphones es más grande que el de las PC’s
Monday, November 25, 13
![Page 114: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/114.jpg)
En este momento: Hay más personas usando un smartphone que un cepillo
dental
Para muchos, el celular es la segunda pantalla (y no la cuarta)
El mercado de smartphones es más grande que el de las PC’s
En USA, el 50% de las personas han escaneado un QR Code y 18% han comprado ese producto
Monday, November 25, 13
![Page 115: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/115.jpg)
Entorno Online
Monday, November 25, 13
![Page 116: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/116.jpg)
Digital está lleno de acrónimos
¨ SEO¨ PPC¨ CTR¨ SEM¨ HTML¨ Flash
¨ Stop me!¨ Shout out!
62
Monday, November 25, 13
![Page 117: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/117.jpg)
Digital no es solo otro canal
Digital crea la necesidad de un cambio en la estrategia
63
Monday, November 25, 13
![Page 118: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/118.jpg)
1. Strategy2. Brand3. Experience4. Data5. Digital6. Personaliza*on
7. Technology8. Creative9. Content10.Multi-‐screen11.Social12.Commercial
64
Digital Marke*ng Manifesto
Monday, November 25, 13
![Page 119: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/119.jpg)
An Active Not A Passive Medium
• TV, print and radio advertising is straight-forward• consumers cannot interact with it – a passive medium
• Digital is different• consumers interact with it – an active medium
• Digital require you to map out all the possible ways consumers interacts what your brand along the entire customer journey
65
Monday, November 25, 13
![Page 120: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/120.jpg)
Understanding key digital business concepts
¨ Customer Decision Journeys and the Zero Moment of Truth¨ Owned, Paid and Earned Customer Experiences¨ Campaigns (ad-‐hoc) and Programs (always-‐on)¨ Integrated Marke*ng Communica*ons Planning & Digital Marke*ng Planning
66
Monday, November 25, 13
![Page 121: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/121.jpg)
Customer Decision Journey¨ People have changed the way they behave
Source: McKinsey, The Consumer Decision Journey -‐ www.mckinseyquarterly.com/The_consumer_decision_journey_2373
Zero Moment Of TruthProblem!
67
Monday, November 25, 13
![Page 122: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/122.jpg)
Owned, Earned and Paid
15 68
Monday, November 25, 13
![Page 123: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/123.jpg)
69
Monday, November 25, 13
![Page 124: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/124.jpg)
69
El tiempo promedio de sesión en Facebook es de casi 37 minutos. Más de 400 millones de personas usan Facebook diariamente
Monday, November 25, 13
![Page 125: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/125.jpg)
70
Monday, November 25, 13
![Page 126: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/126.jpg)
70
Las personas nos conectamos con otras personas que conocemos
Monday, November 25, 13
![Page 127: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/127.jpg)
71Porque nos encanta conocer y mantenernos conectadosMonday, November 25, 13
![Page 128: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/128.jpg)
72
50% de las personas con un perfil social siguen a una
marca
Monday, November 25, 13
![Page 129: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/129.jpg)
73
Monday, November 25, 13
![Page 130: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/130.jpg)
73
y aunque el 80% de las personas conocen Twitter, solamente el 16% lo utiliza
Monday, November 25, 13
![Page 131: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/131.jpg)
74
Todos tenemos planes para “el social media”
Source:(IBM,(“From(Stretched(to(Strengthened:(Insights(from(the(Global(Chief(Marke>ng(Officer(Study,”(Oct(11,(2011;(eMarketer(
Monday, November 25, 13
![Page 132: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/132.jpg)
75
La verdad es: que ya somos muchos y aunque esta buena la fiesta
Monday, November 25, 13
![Page 133: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/133.jpg)
entendamosVivimos así
Monday, November 25, 13
![Page 134: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/134.jpg)
entendamos
Monday, November 25, 13
![Page 135: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/135.jpg)
entendamos
ya se pueden quitar la liga de la cabezaMonday, November 25, 13
![Page 136: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/136.jpg)
El teléfono es tu sombra
Monday, November 25, 13
![Page 137: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/137.jpg)
El teléfono es tu sombra
Lo primero que revisas al despertar
Monday, November 25, 13
![Page 138: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/138.jpg)
El teléfono es tu sombra
Lo primero que revisas al despertarLo último que apagas (si lo apagas)
Monday, November 25, 13
![Page 139: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/139.jpg)
El teléfono es tu sombra
Lo primero que revisas al despertarLo último que apagas (si lo apagas)Siempre a la distancia de tu brazo (el 80% del tiempo)
Monday, November 25, 13
![Page 140: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/140.jpg)
¿Qué es viral?
Monday, November 25, 13
![Page 141: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/141.jpg)
Monday, November 25, 13
![Page 142: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/142.jpg)
Entorno Online
Monday, November 25, 13
![Page 143: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/143.jpg)
sería el 2do más poblado del mundo.
Si facebook fuera un país...
Entorno Online
Monday, November 25, 13
![Page 144: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/144.jpg)
Entorno Online
Monday, November 25, 13
![Page 145: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/145.jpg)
>
About
Flickr
YoutubeFacebook
Blogger
Canales Sociales
Basado en datos para enero 2010 de Nielsen a través de bbc.com.uk
Wikipedia
Monday, November 25, 13
![Page 146: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/146.jpg)
83
Meet: @twelpforce
Monday, November 25, 13
![Page 147: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/147.jpg)
84
Monday, November 25, 13
![Page 148: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/148.jpg)
Diseño
Monday, November 25, 13
![Page 149: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/149.jpg)
De la vista nace el amor
Monday, November 25, 13
![Page 150: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/150.jpg)
Is that what a man looks
like?
Tyler Durden- The fight Club
Monday, November 25, 13
![Page 151: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/151.jpg)
Concedido
Monday, November 25, 13
![Page 152: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/152.jpg)
Monday, November 25, 13
![Page 153: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/153.jpg)
Vivimos en una realidad distorsionada
Monday, November 25, 13
![Page 154: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/154.jpg)
Monday, November 25, 13
![Page 155: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/155.jpg)
92
¿cómo te ven en Facebook?
literalmenteMonday, November 25, 13
![Page 156: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/156.jpg)
93
Monday, November 25, 13
![Page 157: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/157.jpg)
94
Pimp your twitter account
Monday, November 25, 13
![Page 158: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/158.jpg)
95
Escoge una foto de rockstar
Monday, November 25, 13
![Page 159: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/159.jpg)
96
Escoge una foto de rockstar
Monday, November 25, 13
![Page 160: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/160.jpg)
97
Crea un background emocionante
Monday, November 25, 13
![Page 161: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/161.jpg)
98
Monday, November 25, 13
![Page 162: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/162.jpg)
99
Monday, November 25, 13
![Page 163: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/163.jpg)
Nos encantan las experiencias
Monday, November 25, 13
![Page 164: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/164.jpg)
Monday, November 25, 13
![Page 165: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/165.jpg)
Monday, November 25, 13
![Page 166: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/166.jpg)
Piensa en experiencias, pero sobre todo en personas
Monday, November 25, 13
![Page 167: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/167.jpg)
Monday, November 25, 13
![Page 168: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/168.jpg)
104
Monday, November 25, 13
![Page 169: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/169.jpg)
105
Monday, November 25, 13
![Page 170: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/170.jpg)
106
Monday, November 25, 13
![Page 171: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/171.jpg)
Datos
Monday, November 25, 13
![Page 172: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/172.jpg)
Why data matters?
Monday, November 25, 13
![Page 173: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/173.jpg)
Monday, November 25, 13
![Page 174: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/174.jpg)
Monday, November 25, 13
![Page 175: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/175.jpg)
Los métricos en los 90’sTV
OOH
Radio
WOM
Teléfonía
Lealtad
Info del pago / Credit Card
Focus Groups
Venta
Monday, November 25, 13
![Page 176: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/176.jpg)
Y nos volvimos digitales
Monday, November 25, 13
![Page 177: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/177.jpg)
Métricos en el 2000Online
Ads
Search
Clicks Page Views Sessions Register Optin
TV
OOH
Radio
WOM
Teléfonía
Lealtad
Info del pago / Credit Card
Focus Groups
Venta
Monday, November 25, 13
![Page 178: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/178.jpg)
Y nos volvimos sociales
Monday, November 25, 13
![Page 179: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/179.jpg)
Ahora, en 2013
TV
OOH
Radio
WOM
Online Ads
Search
Review Product
TweetRe-TweetFanLikeReview
Blog PostPostDigg Make video
Book mark
Share
Sale!
Social Media
Rate
Clicks Page Views Sessions Register Optin
Teléfonía
Focus Groups
Lealtad
Info del pago / Credit Card
Monday, November 25, 13
![Page 180: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/180.jpg)
Entre más digitales son las comunicaciones, más son las transacciones que realizamos en línea, por ende más altas nuestras expectativas sobre ¿qué medir?
Monday, November 25, 13
![Page 181: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/181.jpg)
entonces, ¿qué medimos?
Monday, November 25, 13
![Page 182: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/182.jpg)
Algunos “métricos sociales”• # Video Views• % YouTube Favorites• % YouTube channel subscribers• % YouTube Video Plays• # of YouTube Channel Comments• # of YouTube video reviews • # slideshare views• # delicious bookmarks• # diggs• # of Blog Mentions• # of Forum mentions• # of Facebook mentions• # of Twitter mentions • # @mentions• # of reviews mentions • # of comments• Positive : Negative Mentions for any channel• # Twitter followers• Twitter Follower-Rate• # reviews• # stars in reviews• Thread size• Unique contributors• Unique commenters
• # Facebook fan pages• # Facebook fans • Facebook Fan Rate• Facebook Likes• Email Open Rate• Email Click Rate• Email Forward rate• Email opt-out rate • # of Email subscribers• # of SMS subscribers • Clicks/ CTR• Impressions• Traffic• Reach• Registration• Opt-in• Page views• Visit/session length (% site visits > 60 secs)• Click path analysis• Eye tracking studies • #/% Downloads• Changes in SERP results/ rankings• Earned/ Owned traffic • Inbound links
Monday, November 25, 13
![Page 183: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/183.jpg)
Medimos todo
Monday, November 25, 13
![Page 184: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/184.jpg)
120
Monday, November 25, 13
![Page 185: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/185.jpg)
120
In god we trust...
Monday, November 25, 13
![Page 186: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/186.jpg)
120
In god we trust...
everyone else must bring data
Monday, November 25, 13
![Page 187: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/187.jpg)
120
In god we trust...
everyone else must bring data
J. Edwards Deming
Monday, November 25, 13
![Page 188: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/188.jpg)
121
Monday, November 25, 13
![Page 189: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/189.jpg)
121
Monday, November 25, 13
![Page 190: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/190.jpg)
Social media is like teen sex.Everyone wants to do it. Nobody knows how.When it´s finally done there is surprise it´s not better.”
Avinash Kaushik, Analytics Evangelist, Google“Monday, November 25, 13
![Page 191: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/191.jpg)
123
10 cosas que hemos aprendido con 50,000 fans en facebook
SM Mejores Prácticas
Monday, November 25, 13
![Page 192: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/192.jpg)
123
10 cosas que hemos aprendido con 50,000 fans en facebook
1. Tanto como usar spandex en los superhéroes (mallitas pues), tener una audiencia es un privilegio y no un derecho
SM Mejores Prácticas
Monday, November 25, 13
![Page 193: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/193.jpg)
123
10 cosas que hemos aprendido con 50,000 fans en facebook
1. Tanto como usar spandex en los superhéroes (mallitas pues), tener una audiencia es un privilegio y no un derecho
2. Una página de fans no se deletrea “M E G Á F O N O”
SM Mejores Prácticas
Monday, November 25, 13
![Page 194: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/194.jpg)
123
10 cosas que hemos aprendido con 50,000 fans en facebook
1. Tanto como usar spandex en los superhéroes (mallitas pues), tener una audiencia es un privilegio y no un derecho
2. Una página de fans no se deletrea “M E G Á F O N O”
3. ¡Mezcla el contenido!
SM Mejores Prácticas
Monday, November 25, 13
![Page 195: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/195.jpg)
123
10 cosas que hemos aprendido con 50,000 fans en facebook
1. Tanto como usar spandex en los superhéroes (mallitas pues), tener una audiencia es un privilegio y no un derecho
2. Una página de fans no se deletrea “M E G Á F O N O”
3. ¡Mezcla el contenido!
4. Los concursos no te llevan nuevos visitantes, solo jalan gente que quiere ganar cualquier cosa que estés regalando
SM Mejores Prácticas
Monday, November 25, 13
![Page 196: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/196.jpg)
123
10 cosas que hemos aprendido con 50,000 fans en facebook
1. Tanto como usar spandex en los superhéroes (mallitas pues), tener una audiencia es un privilegio y no un derecho
2. Una página de fans no se deletrea “M E G Á F O N O”
3. ¡Mezcla el contenido!
4. Los concursos no te llevan nuevos visitantes, solo jalan gente que quiere ganar cualquier cosa que estés regalando
5. Siempre mantén en mente ¿por qué le gustaste la gente en primer lugar?
SM Mejores Prácticas
Monday, November 25, 13
![Page 197: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/197.jpg)
124
SM Mejores Prácticas
10 cosas que hemos aprendido con 50,000 fans en facebook
Monday, November 25, 13
![Page 198: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/198.jpg)
124
6. Sé transparente, tanto como con tu médico, tu abogado o la Secretaría de Hacienda
SM Mejores Prácticas
10 cosas que hemos aprendido con 50,000 fans en facebook
Monday, November 25, 13
![Page 199: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/199.jpg)
124
6. Sé transparente, tanto como con tu médico, tu abogado o la Secretaría de Hacienda
7. SEO para Facebook existe ¡y funciona!
SM Mejores Prácticas
10 cosas que hemos aprendido con 50,000 fans en facebook
Monday, November 25, 13
![Page 200: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/200.jpg)
124
6. Sé transparente, tanto como con tu médico, tu abogado o la Secretaría de Hacienda
7. SEO para Facebook existe ¡y funciona!
8. Recuerda la regla de dos vías, no es marketing, es comunicación
SM Mejores Prácticas
10 cosas que hemos aprendido con 50,000 fans en facebook
Monday, November 25, 13
![Page 201: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/201.jpg)
124
6. Sé transparente, tanto como con tu médico, tu abogado o la Secretaría de Hacienda
7. SEO para Facebook existe ¡y funciona!
8. Recuerda la regla de dos vías, no es marketing, es comunicación
9. Intenta labor pro bono, comparte y ayuda si puedes
SM Mejores Prácticas
10 cosas que hemos aprendido con 50,000 fans en facebook
Monday, November 25, 13
![Page 202: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/202.jpg)
124
6. Sé transparente, tanto como con tu médico, tu abogado o la Secretaría de Hacienda
7. SEO para Facebook existe ¡y funciona!
8. Recuerda la regla de dos vías, no es marketing, es comunicación
9. Intenta labor pro bono, comparte y ayuda si puedes
10. No se trata de tí, sino de ellos, manténlo así (enfocado en ellos)
SM Mejores Prácticas
10 cosas que hemos aprendido con 50,000 fans en facebook
Monday, November 25, 13
![Page 203: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/203.jpg)
125
En redes sociales, como en la vida, hay ciertas reglas de etiqueta que siempre deben ser
respetadas. Es importante que cuidemos lo que decimos en este espacio. Se vale no estar de acuerdo, pero no se vale insultar o usar sarcasmo. Hay dos reglas que nos enseñaron de
chiquitos y que son muy adecuadas para este espacio:
a) Si no tienes nada bueno que decir, no digas nada
b) No digas nada que te daría pena decir frente a tu abuelita
Veamos algunos “mandamientos” para participar efectivamente...
10 cosas que hemos aprendido con 50,000 fans en facebook
SM Mejores Prácticas
Monday, November 25, 13
![Page 204: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/204.jpg)
126
1. Siempre agradece a las personas que:
• Te contestan directamente
• Replican tus mensajes y contenidos
• Hablan sobre ti
Puedes mandarles un mensaje directo o simplemente enviar un tweet como elsiguiente:
“Gracias @(persona) por tu comentario, estaremos pendientes del tema”
SM Mejores Prácticas
Monday, November 25, 13
![Page 205: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/205.jpg)
127
2. Siempre da crédito a quien lo merece
Si alguien te provee con información valiosa o contesta una pregunta dirigida a ti de
buena manera y quieres repetir la info, recuerda mencionar al autor original. Las 2
razones mas comunes de acción legal en twitter son la difamación y la reproducción
de contenido con derechos de autor. Por esta razón es sumamente importante
cuidar la fuente de nuestra información.
SM Mejores Prácticas
Monday, November 25, 13
![Page 206: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/206.jpg)
128
3. No seas presumido
Dale a tus seguidores información sobre beneficios y servicios que estés ofreciendo.
Infórmalos sobre promociones especiales. NO subas enlaces a tus comunicados de
prensa, no promuevas artículos de tus directores o hagas comentarios extravagantes
para quedar bien. Antes de postear algo piensa “si yo no trabajara en AMEX ¿me
importaría esta información?”. En todo caso, no dudes en consultar a un amigo o
familiar para ver si efectivamente suena bien lo que quieres subir.
SM Mejores Prácticas
Monday, November 25, 13
![Page 207: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/207.jpg)
129
4. Usa buena ortografía y gramática
¡Si stas hblndo cn algn fllwr, a1k te gusT, cheK k no lo stes haciendo asi!
En serio. Hay mucha gente que estará leyendo tus mensajes y difícilmente te
tomarán en serio si escribes asi. Escribe las palabras enteras, no uses abreviaciones
confusas o excesivamente, asegúrate de tener puntuación meticulosa y trata de
mantener el uso de emoticones a un mínimo.
SM Mejores Prácticas
Monday, November 25, 13
![Page 208: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/208.jpg)
130
5. No dejes que la conversación se enfríe
Si estas manteniendo una conversación, no esperes uno o dos días entre mensajes.
Este no es correo, los usuarios esperan y quieren una respuesta dentro de unas
horas, no días. Si te esperas se perderá el hilo de la conversación. Es importante
hacer referencia al comentario anterior durante tu respuesta para que puedas
mantener claro el objetivo de el intercambio y para que puedas usar las herramientas
de los varios interfaces donde tu y el usuario estén siguiendo la conversación.
SM Mejores Prácticas
Monday, November 25, 13
![Page 209: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/209.jpg)
131
ValorLas 4 razones más comunes por las cuales una persona DEJA de seguir a alguien en redes sociales son:
• Demasiados Posts: a nadie le gusta que monopolicen su stream
• Muchos mensajes mercadológicos (o spam)
• Groserías o referencias vulgares
• Falta de interacción
Es importante encontrar un balance para sumar valor sin monopolizar a tus followers.
SM Mejores Prácticas
Monday, November 25, 13
![Page 210: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/210.jpg)
132
Buzz Monitoring
Monday, November 25, 13
![Page 211: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/211.jpg)
133
Buzz Monitoring
Monday, November 25, 13
![Page 212: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/212.jpg)
134
¿Qué es una
planeacióndemedios?
Monday, November 25, 13
![Page 213: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/213.jpg)
135
La planeación de medios solía concretarse a
dospreguntas
Monday, November 25, 13
![Page 214: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/214.jpg)
136
Monday, November 25, 13
![Page 215: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/215.jpg)
136
¿Noticias o entretenimiento?
Monday, November 25, 13
![Page 216: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/216.jpg)
137
Monday, November 25, 13
![Page 217: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/217.jpg)
138
Monday, November 25, 13
![Page 218: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/218.jpg)
139
Los medios masivos eran simples
Monday, November 25, 13
![Page 219: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/219.jpg)
140
un mensaje para todo mundo
Monday, November 25, 13
![Page 220: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/220.jpg)
141
Monday, November 25, 13
![Page 221: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/221.jpg)
142
Monday, November 25, 13
![Page 222: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/222.jpg)
142
Hablarle a millones o miles
Monday, November 25, 13
![Page 223: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/223.jpg)
142
Hablarle a millones o miles
Para convertir a cientos
Monday, November 25, 13
![Page 224: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/224.jpg)
143
Las agencias de medios solían “incrementar” tu
alcance
Monday, November 25, 13
![Page 225: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/225.jpg)
144
Monday, November 25, 13
![Page 226: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/226.jpg)
144
Pagabas por esto
Monday, November 25, 13
![Page 227: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/227.jpg)
144
Obtenías esto
Pagabas por esto
Monday, November 25, 13
![Page 228: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/228.jpg)
145
Pero entonces
Monday, November 25, 13
![Page 229: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/229.jpg)
146
Monday, November 25, 13
![Page 230: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/230.jpg)
146Llego Internet y comenzó la revoluciónMonday, November 25, 13
![Page 231: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/231.jpg)
147
Monday, November 25, 13
![Page 232: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/232.jpg)
148
bajaronmurieron
murieron
Monday, November 25, 13
![Page 233: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/233.jpg)
149
Monday, November 25, 13
![Page 234: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/234.jpg)
150
Monday, November 25, 13
![Page 235: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/235.jpg)
150
eh... oigan... ustedes...comprenme...
¿hay alguien ahí?
Monday, November 25, 13
![Page 236: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/236.jpg)
151
¿Qué es una
planeacióndemedios?
Monday, November 25, 13
![Page 237: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/237.jpg)
152
Monday, November 25, 13
![Page 238: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/238.jpg)
153
¿estas listo?
Monday, November 25, 13
![Page 239: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/239.jpg)
154
SI NO
Monday, November 25, 13
![Page 240: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/240.jpg)
155
Asi que veamos
How deep the rabbit hole goes?Monday, November 25, 13
![Page 241: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/241.jpg)
Monday, November 25, 13
![Page 242: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/242.jpg)
Monday, November 25, 13
![Page 243: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/243.jpg)
158
Comencemos con
dos principios
Monday, November 25, 13
![Page 244: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/244.jpg)
159
Acciones
Mantenimiento
Monday, November 25, 13
![Page 245: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/245.jpg)
159
Acciones
Mantenimiento
¿Qué hacer?
Monday, November 25, 13
![Page 246: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/246.jpg)
159
Acciones
Mantenimiento
¿Qué hacer?
¿Cuándo hacerlo?
Monday, November 25, 13
![Page 247: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/247.jpg)
160
Un ejercicio
Monday, November 25, 13
![Page 248: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/248.jpg)
161
¿Quién es el dueño de un Mustang?
Monday, November 25, 13
![Page 249: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/249.jpg)
162
Monday, November 25, 13
![Page 250: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/250.jpg)
163
Monday, November 25, 13
![Page 251: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/251.jpg)
164
Proudly Carriesthe World on
its Back
Producto/Marca: 3 afirmaciones que lo definan claramente
Image/
PersonalityProduct
ADN de la marca
Pricing Strategy
BRAND POSITIONING
MARCA
Monday, November 25, 13
![Page 252: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/252.jpg)
165
“Name” Age XX – What’s she/he looking for?
“Profile” Age ?? – Who are they?
“Name” Age ?? – Who’s he/she?
CONSUMPTION TARGET
ADJACENT TARGET
CORE TARGET Brand DNA: What’s the brand DNA
Core
Consumption
Adjacent
COMMON GROUND
TARGET CUSTOMER
? ?
?Monday, November 25, 13
![Page 253: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/253.jpg)
166
Acciones¿Qué hacer?
Monday, November 25, 13
![Page 254: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/254.jpg)
Fogatas y fuegos artificiales
Monday, November 25, 13
![Page 255: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/255.jpg)
168Publicidad = fuegos artificialesMonday, November 25, 13
![Page 256: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/256.jpg)
169
Los medios y la publicidad atraen tu atención, inspiran, atraen tu atención e incluso generan empatía
Monday, November 25, 13
![Page 257: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/257.jpg)
170
Los mas grandes te hacen decir ¡WOW!
Monday, November 25, 13
![Page 258: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/258.jpg)
171
Por ejemplo: los pandas
Monday, November 25, 13
![Page 259: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/259.jpg)
172
Monday, November 25, 13
![Page 260: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/260.jpg)
173
Y es tan sencillo que cualquiera puede hacerlo, solo tienes que comprarlos
y sentarte a esperar
Monday, November 25, 13
![Page 261: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/261.jpg)
174
Monday, November 25, 13
![Page 262: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/262.jpg)
174
El problema es
Monday, November 25, 13
![Page 263: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/263.jpg)
174que todos lo están haciendo
El problema es
Monday, November 25, 13
![Page 264: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/264.jpg)
175
Y la publicidad se termina rápidamente
Monday, November 25, 13
![Page 265: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/265.jpg)
176
Necesitan mantener los fuegos artificiales
Monday, November 25, 13
![Page 266: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/266.jpg)
177
Monday, November 25, 13
![Page 267: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/267.jpg)
178
Fogatas = planeación de medios
Monday, November 25, 13
![Page 268: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/268.jpg)
179
Hacer una fogata requiere de tiempo
Monday, November 25, 13
![Page 269: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/269.jpg)
179
Hacer una fogata requiere de tiempo
y ayudaMonday, November 25, 13
![Page 270: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/270.jpg)
180
Monday, November 25, 13
![Page 271: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/271.jpg)
180
fuegos artificiales
Monday, November 25, 13
![Page 272: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/272.jpg)
180
fuegos artificialesfogatas
Monday, November 25, 13
![Page 273: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/273.jpg)
181
fuegos artificiales
fogatas
Monday, November 25, 13
![Page 274: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/274.jpg)
182
Algo de ciencia (y no ficción)
Monday, November 25, 13
![Page 275: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/275.jpg)
183
Monday, November 25, 13
![Page 276: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/276.jpg)
183
El sonido no viaja de manera directa
Monday, November 25, 13
![Page 277: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/277.jpg)
184
Monday, November 25, 13
![Page 278: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/278.jpg)
184
rebota, y los hace por todos lados
Monday, November 25, 13
![Page 279: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/279.jpg)
185
Monday, November 25, 13
![Page 280: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/280.jpg)
185
Hablarle a millones o miles
Monday, November 25, 13
![Page 281: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/281.jpg)
185
Hablarle a millones o miles
Para convertir a cientos
Monday, November 25, 13
![Page 282: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/282.jpg)
186
solo habla con los cientos
Monday, November 25, 13
![Page 283: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/283.jpg)
187
Monday, November 25, 13
![Page 284: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/284.jpg)
Monday, November 25, 13
![Page 285: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/285.jpg)
HerramientasResearch
Sirven para tener amplio conocimiento de nuestro target, su comportamiento con respecto a los medios, tendencias, gustos y
actividades relevantes .
Monday, November 25, 13
![Page 286: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/286.jpg)
HerramientasResearch Planning
Sirven para tener amplio conocimiento de nuestro target, su comportamiento con respecto a los medios, tendencias, gustos y
actividades relevantes .
Sirven para soportar las decisiones de planeación junto con el expertice en medios con el que @Neo cuenta, así como una guía para saber la
relevancia de los sitios dentro de la web .
Monday, November 25, 13
![Page 287: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/287.jpg)
HerramientasResearch Planning Medición
Sirven para tener amplio conocimiento de nuestro target, su comportamiento con respecto a los medios, tendencias, gustos y
actividades relevantes .
Sirven para soportar las decisiones de planeación junto con el expertice en medios con el que @Neo cuenta, así como una guía para saber la
relevancia de los sitios dentro de la web .
Sirven para medir los resultados de nuestras campañas, el
comportamiento de los usuarios con respecto a las mismas, la efectividad, el engagment y la penetración. Esto nos ayuda a poder darle seguimiento
y optimización periódicamente.
Adserving Site Metrics
Monday, November 25, 13
![Page 288: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/288.jpg)
189
Monday, November 25, 13
![Page 289: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/289.jpg)
190
Definamos los medios en capas
Monday, November 25, 13
![Page 290: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/290.jpg)
191
Monday, November 25, 13
![Page 291: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/291.jpg)
191
SearchMonday, November 25, 13
![Page 292: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/292.jpg)
191
SearchDisplay
Monday, November 25, 13
![Page 293: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/293.jpg)
191
SearchDisplay
Social Media
Monday, November 25, 13
![Page 294: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/294.jpg)
Monday, November 25, 13
![Page 295: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/295.jpg)
EstrategiasCuanLtaLvas CualitaLvas
Alcance Interacción
Principal Beneficio
Monday, November 25, 13
![Page 296: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/296.jpg)
193
Monday, November 25, 13
![Page 297: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/297.jpg)
193
VS
Monday, November 25, 13
![Page 298: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/298.jpg)
194
Optimizar los contenidos de la web haciendo un mayor énfasis en aquellos términos por los que deseamos que nos localice un buscador de manera que se consiga un buen posicionamiento
Search
Monday, November 25, 13
![Page 299: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/299.jpg)
195
Monday, November 25, 13
![Page 300: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/300.jpg)
195
Repetición
Monday, November 25, 13
![Page 301: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/301.jpg)
195
Repetición Relevancia
Monday, November 25, 13
![Page 302: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/302.jpg)
195
Repetición Relevancia
Relaciones
Monday, November 25, 13
![Page 303: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/303.jpg)
>
About
Flickr
YoutubeFacebook
Blogger
Canales Sociales
Basado en datos para enero 2010 de Nielsen a través de bbc.com.uk
Wikipedia
Monday, November 25, 13
![Page 304: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/304.jpg)
197
Es un método de publicidad originalmente diseñado para promoción de marca (branding). sin embargo display es cada vez más orientado a los usuarios, nuevas técnicas como el “behavioral targetting” y/o “retargetting” permiten mostrar diferentes banners en diferentes momentos para el mismo usuario.
Seamos sinceros, nos sigue encantando ver banners...
Display
Monday, November 25, 13
![Page 305: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/305.jpg)
198
No tener claros los objetivos de tu campaña digital
Error
...análoga o como la quieras llamar
Monday, November 25, 13
![Page 306: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/306.jpg)
199Let’s go fishing
Monday, November 25, 13
![Page 307: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/307.jpg)
200
Monday, November 25, 13
![Page 308: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/308.jpg)
201
No tener claros los objetivos de tu campaña digital...análoga o como la quieras llamar
Error
Monday, November 25, 13
![Page 309: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/309.jpg)
201
No tener claros los objetivos de tu campaña digital
Simple...análoga o como la quieras llamar
Error
Monday, November 25, 13
![Page 310: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/310.jpg)
201
No tener claros los objetivos de tu campaña digital
SimpleMeasurable
...análoga o como la quieras llamar
Error
Monday, November 25, 13
![Page 311: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/311.jpg)
201
No tener claros los objetivos de tu campaña digital
SimpleMeasurable
Alligned
...análoga o como la quieras llamar
Error
Monday, November 25, 13
![Page 312: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/312.jpg)
201
No tener claros los objetivos de tu campaña digital
SimpleMeasurable
AllignedRealistic
...análoga o como la quieras llamar
Error
Monday, November 25, 13
![Page 313: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/313.jpg)
201
No tener claros los objetivos de tu campaña digital
SimpleMeasurable
AllignedRealistic
Time related
...análoga o como la quieras llamar
Error
Monday, November 25, 13
![Page 314: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/314.jpg)
The (Not So) Dirty Little Secret
“There is no single ROI for social media.”
- Richard Binhammer, Strategic Corporate Communications, Social Media. and Corporate Reputation
Management, Dell Inc.,
Monday, November 25, 13
![Page 315: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/315.jpg)
Atando los nuevos medios al negocio
Monday, November 25, 13
![Page 316: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/316.jpg)
Pocos saben como medir
Monday, November 25, 13
![Page 317: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/317.jpg)
Una estructura para la medición
Monday, November 25, 13
![Page 318: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/318.jpg)
Casos de uso para los nuevos medios
Monday, November 25, 13
![Page 319: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/319.jpg)
207
Error
Monday, November 25, 13
![Page 320: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/320.jpg)
207
Error“En internet TODO se puede medir”
Monday, November 25, 13
![Page 321: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/321.jpg)
207
Error“En internet TODO se puede medir”
Entonces midamos, taggemos y crucemos TODO
Monday, November 25, 13
![Page 322: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/322.jpg)
207
Error“En internet TODO se puede medir”
Entonces midamos, taggemos y crucemos TODO
Pero con diferentes herramientas
Monday, November 25, 13
![Page 323: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/323.jpg)
208
Monday, November 25, 13
![Page 324: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/324.jpg)
Whooper face
Monday, November 25, 13
![Page 325: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/325.jpg)
Monday, November 25, 13
![Page 326: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/326.jpg)
Inspiration
Monday, November 25, 13
![Page 327: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/327.jpg)
212
Monday, November 25, 13
![Page 328: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/328.jpg)
la máquina de la felicidad
Monday, November 25, 13
![Page 329: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/329.jpg)
214
Monday, November 25, 13
![Page 330: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/330.jpg)
El mejor trabajo del mundo
Monday, November 25, 13
![Page 331: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/331.jpg)
216
Monday, November 25, 13
![Page 332: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/332.jpg)
En la línea: muy creativo
Monday, November 25, 13
![Page 333: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/333.jpg)
218
Monday, November 25, 13
![Page 334: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/334.jpg)
219
Monday, November 25, 13
![Page 335: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/335.jpg)
En la línea: muy agresivo
Monday, November 25, 13
![Page 336: Fepade marketing edge](https://reader034.vdocuments.site/reader034/viewer/2022051818/54bb80424a7959306a8b460a/html5/thumbnails/336.jpg)
221
Monday, November 25, 13