Digital Маркетинг – настолько ли это ново? Digital как производная ДМ
- 1. Is Digital Marketing really “New”? Lessons from Traditional and New Marketing Ezequiel Triviño Director - Creative Business Solutions DDB España November, 18th, 2010
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- 8. MARKETING - FORMERLY KNOWN AS “COMMERCE”- HAS BEEN “RELATIONAL” FOR MORE THAN 10.000 YEARS
- 9. COMMERCE > 10.000 YEARS = CLIENT MARKETING < 100 YEARS = CONSUMER MARKETING = ALLIENATED COMMERCE
- 10. MARKETS ARE CONVERSATIONS 10
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- 17. 1900 - 1960 - 2000
- 20. EZEQUIEL TRIVIÑO / WIKREATE 1900
- 21. “Any customer can have a car painted any color that he wants so long as it is black” Henry Ford 21
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- 24. EZEQUIEL TRIVIÑO / WIKREATE 1960
- 28. CAMPAIGN MARKETING ARSENAL MARKET SHARE DEFENSIVE MARKETING TARGET GROUP STRATEGY TERRITORY 28
- 29. CONSUMER ALIENATION 29
- 30. “A single dead is a tragedy, a million deaths is a statistic” Josef Stalin
- 31. MARKETING 31
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- 37. 1980
- 38. PUNTO RADIO MEDIA FRAGMENTATION
- 39. SATURATION
- 40. 360 40
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- 43. What about DIRECT MARKETING?
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- 45. CAMPAIGN MARKETING ARSENAL MARKET SHARE DEFENSIVE MARKETING TARGET GROUP STRATEGY TERRITORY 45
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- 49. WHAT IS CP COMUNICACION PROXIMITY?
- 50. HOW DO WE SEE OUR WORK?
- 51. HOW DO WE SEE OUR WORK? The essence of our proposal comes from seeing Marketing as a tool used by the various off and on-line media, combined with creativity and technology in order to... …understand all our clients and anticipate their needs. ...establish and secure relationships over time between People and Brands. ...attract, create interest and mobilise the target via specific, and quantifiable actions.
- 52. HOW DO WE SEE OUR WORK? IN SHORT Design and implement off and on line marketing strategies aimed at creating and developing relationships over time in which ... “ the second purchase is more important than the first; the third more than the second;” … and so forth.
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- 55. CRM 55
- 56. 2005
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- 61. COMMERCE > 10.000 YEARS = CLIENT MARKETING < 100 YEARS = CONSUMER
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- 64. • NO NEED FOR LOCATION - REAL STATE • FREE SHELF SPACE = INFINITE STOCK • LOW COST ACCESS TO MARKET • HIGH SCALABILITY 64
- 65. 130.000 titulos 260.000+ titulos <50% 100%
- 66. 2010
- 67. MARKETS ARE CONVERSATIONS 67
- 68. 44 68
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- 72. EZEQUIEL TRIVIÑO / WIKREATE
- 73. EZEQUIEL TRIVIÑO / WIKREATE
- 74. The Brand 74
- 75. A Brand is the sum of the perceptions determined by the experiences a certain person has about your product, your service and your company.
- 76. If your product isn´t BETTER or CHEAPER than your competition an order of magnitude (10X), you are mostly on Services Marketing And Services Marketing is Relationship based
- 78. CASE STUDIES
- 100. OUTCOME
- 101. Marketing + Advertising = GIVE
- 102. Marketing + SCN = TAKE
- 103. MAKE LOVE NOT WAR 103
- 104. DO UNTO OTHERS AS YOU WOULD HAVE THEM DO UNTO YOU. 104
- 105. Muchas gracias www.ezequiel-trivino.com 105